Question

Topic: Website Critique

Cake & Cookie Decorating Book Author Needs You

Posted by Anonymous on 6/13/2010 at 11:45 PM ET 250 Points
I need you to go to The Cake & Cookie Closet website at www.thecakeandcookiecloset.com and critique it.

This website is for a new cake and cookie decorating book that gives home bakers and cake decorators quick and easy to create wardrobe-inspired treats.

It is also the key that opens the door to an exclusive Supervip Cake & Cookie Closet group on Facebook that will continually be updated with new wardrobe-inspired cakes and decorated sugar cookies. This is HUGE, and I'm not sure the message comes across clearly on the website.

It's like getting unlimited free refills once you buy a drink except that you go to the fan page and you can choose from all of the new designs by looking at updates.

Please help. I'm out to change the way cake and sugar cookie decorators access new designs with instructions.

Thank you.
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RESPONSES

  • Posted by Peter (henna gaijin) on 6/14/2010 at 12:10 AM Member
    Takes to long to figure out why someone would want to buy the book (or even to figure out what the web site is doing).
  • Posted by Jay Hamilton-Roth on 6/14/2010 at 8:45 AM Accepted
    The home page/navigation needs to be cleaned up. Peter's right - it's unclear what you're selling, to whom, why they need what you're selling, and why they should believe that their money is well-spent.

    You're selling decorator tips - so show me glorious details of some of your best creations (your banner images aren't as close-up/flattering as you can do). Don't sell your book from the get-go - establish your credentials as an expert designer first (by photos) then show how you can help beginners and experienced people alike.

    "Wardrobe-inspired cakes/cookies" isn't a strong search term. Will you be showcasing only things that look like clothing or will you also be showing more classic decorating?

    Social proof - testimonials from beginners/experts to how easy it was to follow your directions and get amazing results.
  • Posted on 6/14/2010 at 11:51 AM Accepted
    Too much copy, too many options, no visualization of the personal benefit or payoff for your customers. Pictures of people are always better than pictures of inanimate objects. Not even a picture of a book! (Or is the graphic on the right side supposed to be a book cover? If so, how would someone know that?)

    You have been too focused on what YOU are planning to deliver and not focused at all on the emotional payoff for your primary target audience. ("People will flock to me for cakes and cookies if I learn her secrets.")

    Peter and Jay have given you good advice. It may not be what you wanted to hear, but if you want to sell books, you'll rework the site to focus on the key positioning *benefit* you're offering. Even better if it's an end-benefit with an emotional payoff.

    Hope this helps.
  • Posted on 6/14/2010 at 1:14 PM Author
    I appreciate all of the responses and the incredible feedback. I deleted some of the pages and will delete more and focus on showing people the benefits and add clear pictures. What way can I showcase the book cover to make it more prominent so that people know it's a book cover. I'm confused about this.
  • Posted on 6/14/2010 at 3:05 PM Accepted
    How to show the book cover:

    1. Take a picture of a real book (i.e., hardcopy) from a slight angle, so you can see that it has depth. Then use the picture. Catching a bit of the spine is a good way to do this.

    2. Use Photoshop to add the depth, with faux-pages as a kind of "shadow."

    3. Rotate your cover image a few degrees, so it's clear that the image is not just slapped into a horizontal/vertical layout table. It looks more like a book that someone has laid on top of your ad.

    (You can see how I've done it at www.potatochipdifference.com )

    4. Take a picture of the author holding the book and use that. It will be more interesting than a static cover shot anyway. Or get a model in a kitchen setting (with a short testimonial) holding the book, if you don't want to feature the author.

    There are undoubtedly other ways to do it, but these are probably the easiest ones.
  • Posted on 6/14/2010 at 3:44 PM Author
    The website has been updated to show pictures, benefits and customer testimonials.
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