Chegg.com’s sales pitch:
A potential customer goes through steps 1-2-3 and says “ah, sounds interesting, pretty similar to other local services.” So far the comparison is fairly straightforward. One can rank competing services and grade them using:
— Text book selection
— What their friends use
— Shipping times
Enter point 4. Suddenly, there is no real way to compare Chegg.com with the competition. Let’s say Chegg’s competitor has quicker shipping time, how do you compare planting a tree with better shipping?
But here is why this is such a brilliant idea: relevance. Anyone buying a book is aware of its impact on forests and Chegg’s marketing gets to the heart of that.