Aside from it being a cool gizmo, this is a really interesting problem!
We don`t often get inventors with a complete, for-sale product. :-)
I looked at the site, then pondered it over the course of the day. I
see how you could get visitors but limited sales, and I`ve been letting
it stew in my mind (what little is left).
First of all, I think your video demonstrations are great! I do see a
couple of places in each where they could use the help of a
professional video editor, but for now, they`re fine. I get the idea,
get the invention, and see everything I need to see.
So two other areas are affecting the sales, I think. The one is the
lack of "push" on the site. It`s as if you have a sign: "I Got a New
Invention. It`s Great. Buy One."
Your product lends itself so well to infommercials, I wonder if you
have one planned? If not, it doesn`t matter: the concept and flow of
these types of ads offer all sorts of ways to improve the copywriting,
page organization, and so forth.
The other area is use-and-application.
Here`s what I thought, looking at both videos. My first thought, with
the HVAC demo, was that a "lifting product" would be like a pulley
system so I could lift very heavy weights on my own. Little did I know
that it was only a way to lift the same weight I could carry, but to
some other location.
My second thought was, how come these people didn`t think to carry
their item up to the roof or scaffolding in the first place? The third
thought was how much it was like "fishing" to get the rope plug into
the hole and slot.
The result of my pondering is that I realized that you`re spending a
lot of time on the *solution* to a problem, but not enough time on the
problem itself! See?
How many people *really* need to lift something they`ve left on the
ground like this? I`m not saying there aren`t thousands...I`m literally
asking for a proportion or percentage. :-) WHY did they leave it
behind? HOW did they get into this condition where they routinely have
to go "backward" in a process, to retrieve something they left on the
That`s going to be something you have to focus on a lot more. Not in video, but in content.
Any product is supposed to be The Solution to a Problem. You`ve got a
terrific site that presents and describes The Solution. But you haven`t
really got much at all that sets for The Problem. Y`know?
I`d like to see a better landing page, where you follow the
tried-and-tested principles of salesmanship, particularly as you`d see
in an infommercial. Describe the problem, make the visitor instantly
relate to this, "Damn...! That`s ME! I have this problem all the time!
I wonder how this guy`s gonna solve it for me?"
Then have the next "click" in the Call to Action. That`s where the
person will be curious and engaged in doing something about this
- Who lifts bulky things many times?
- Why do they need to save time to "fish" for what`s left on the ground?
- Is this a process problem, or do people simply forget to carry things upward?
I think you should target both commercial and retail customers, but not
have two areas on the site. Instead, have a "per unit" price, then
"bulk" price....or maybe "dealer discounts."
Finally, I`d hire two types of people---spend the money, it`ll be worth
it. One is an excellent copywriter with experience in infommercial-type
writing. The other should be a good marketing person who can get into
the nitty-gritty of position and perception.