Why a good story sells (even sweaters)
My beloved writer cousin Elisabeth just sent me this email yesterday, which I’m reprinting with her permission:
I just totally thought of you—I had a “marketing moment” looking through this catalog from “Fair Indigo.” Have you ever heard of it? I hadn’t. It’s “fair trade clothes” which sort of look like Ann Taylor Loft with maybe a sprinkle of J. Jill. Lots of t-shirts and stuff, “made fairly in Buji, China,” etc.. But as I was going through, I started dog-earing pages and making these grand plans to overhaul my wardrobe, and I suddenly realized I was going to buy a ton of stuff not because I really like the clothes (they’re ok) but because I want to buy tons of new clothes while congratulating myself on improving the lives of women in Buji, China. Almost every page has a story about how great these factories are, and what a difference they’re making. I was getting so into it when I realized, what a great marketing angle and application of K. Andresen’s marketing principles! Even the cover line is “Fair Trade Fashion helps change the world,” and here I am in the kitchen with Alistair thinking, I’m a world-changer! Let’s get that sweater in latte, too!
I love this story because it shows that good stories - and especially stories about good - sell just about anything.
We buy so many things because of their storyline, and we are especially likely to spend when we aspire to be a character in that story. Imagine helping raise someone out of poverty on the other side of the world just by being fashionable - that’s being a heroine.
Remember this! Your storyline is essential. If you have a corporate partner, your cause-related marketing effort needs a compelling storyline. If you’re about to email an appeal - check if there is a story there. Is the reader going to feel a part of it? No? Then start rewriting now. You need a good protagonist, a high-stakes conflict or challenge, and a resolution with meaning. Even fashion catalogs have them.
You can check out Fair Indigo’s fine website here.
Syndicate
“Triggering the Grand Irrationality?”
Cowering in an obscure corner of the food pyramid
somewhere between the tofu and the unflavored yogurt
contemplating the juxtaposition of intangibles for all you are worth.....