LingsCars has it all wrong. Blaring loud, bad lipstick colors all over, flashing banners like its 1999, a walking hen greets you on the homepage, a girl singing a horrible version of God-knows-what, a missile truck with Lings Car displayed boldly across the page. She won the 'worst website' award granted by numerous agencies. Clearly she has no business sense. Or does she?
In 2015, Ling Valentine leased 35 Million British pounds worth of cars. It was the highest number of cars leased from one location in a year. The website puts New Delhi's worst traffic day to shame. I'm surprised that viewers can even find what this website is selling, let alone trust it. But somehow they do. Just how does an online business that goes against all the must-do rules of an MBA book not just survive but thrive. Let's explore.
"A good website should entertain"
Once you get past the outright garish spew and screaming chickens on the homepage, the information actually is laid out in a pretty structured way. The page scrolls endlessly but if I'm here to lease a car, I can find it (or not) on the landing page. Ling's personal voice and pictures are everywhere. In a typical business site, Ling would have no place. But a intricate paisley design that a peacock would envy, I'm secretly drawn to find out the business's owner. Her slogans, "I'm Ling, trust me" " I launch a nuclear rocket into the UK car leasing industry" are amusing and captivating at the same time. I'm drawn to her story as much as I'm drawn to lease a car.
"I don't spend a penny on advertising"
In an interview, Ling said that she doesn't spend anything on advertising. Ironically, she generates buzz on women forums, relationship sites and other debates online. Her success comes from viral methods generated for free online based on awards received or testimonials from customers. In a competitive business landscape where less is more, Ling says more is WAY more. Her website stands out in loudness but backs it up with solid strategy, inventory and staff ready to exceed customer expectations. No amount of paid advertising will buy her her customer's trust.
Maybe its time for the rest of us to listen up...
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