Some things just don’t make sense. They go against long standing conventions and ignore any rules that we held to be true. One such example of this phenomenon is Ling’s Cars. Until last week I was unaware of Ling and her cars but after visiting her website, I don’t know how she was ever not on my radar, the way that any car related brand is, even when I am not in the market for a car, like Kwik Fit, RAC, AA, Ford etc. For those of you who have not had the pleasure of visiting Ling’s website I strongly advise you to have a visit even if you are not looking for a new motor.
On first glance you can’t believe that you are in the right place, but once you start clicking around it is hard not to get sucked in. On first glance everything looks wrong but if you stick to your guns you will be hard pushed not to be a convert to Ling and the benefits of leasing your car.
To try and understand why this works is a futile exercise but that has not stopped people trying; breaking down each element of the website and deconstructing why it works in the context of all the other random elements. Now there may be some semblance of logic in all of this conjecture but my feeling is that if you ever tried to recreate this you would never have the success that Ling has.
The reason for this and the reason why this site/brand is so sticky is that it is authentic and that it is a genuine reflection of what Ling is trying to achieve with her business and her understanding of creating compelling dialogue with her prospective clients. All said and done don’t try and understand it just enjoy it.
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