November 14, 2010

Review: IncrediBelt

Description: An adjustable belt for women
Main Pitch: "Slides and clicks for a perfect fit no matter what style you're wearing"
Main Offer: $14.95 for one in black with silver buckle
Bonus: 2nd one in brown with gold buckle (just pay P&H)
Marketer: Allstar
Producer: Blue Moon Studios
Website: www.GetIncrediBelt.com
Prediction: Unlikely to succeed

A few years ago, Ontel launched a similar product called Slim Belt. Since it never made my "bona-fide hits" list, it seems it wasn't a hit. This product is pitched differently, but much of the core problem/solution stuff is the same. So my guess is this product will meet the same fate as its predecessor. Or is this more like Telebrands' Perfect Fit Button, which I didn't like either but seems to have done well?

Interestingly, this might be a better product for men. We're the ones who are known for adjusting our belts, especially after a big meal. And "plumber's crack" is a much bigger problem in our society than what a woman might accidentally show. However, men are only mentioned at the very end of this commercial. That means this could be one of those cases where positioning, one of the three things I believe can significantly impact a CPO, might make all the difference.

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