Brace yourself. Today I’m talking about my small boobs and love handles….and a bad marketing strategy that went really wrong (in my opinion).
Why am I sharing this story with you? There are many lessons to be learned here about marketing, and I’m even going to ask you for your input at the end.
Ready?
I got a message on Facebook from someone I haven’t spoken with in over 25 years. That means I was 15 when she last saw me. <—This is a VERY important detail when you reach out to someone to sell them something.
Note: My private thoughts are in italic print.
Robin: Hi there. I was wondering if you had heard of/tried Ruby Ribbon?
(I have no idea what this is. Maybe it’s some marketing tool I need to know about!)
Me: I don’t know what that is?
Robin: We are known for our cami that replaces your bra—but have a full fashion line as well. I was wondering if you would be interested in taking our cami challenge? I send you a cami, and you let me know what you think…
(Oh! I’ve been looking for some new camis, I might give this a try. And…this is a little weird. I wonder what I do if I don’t like it?)
Me: Then what happens?
Robin: If you love it you can buy some….if you don’t you send it back to me. They are pretty amazing.
(Okay, I am pretty interested at this point, but still have a few questions.)
Me: What makes them different from others?
Robin: Can I call you?
(No way. It’s Friday night at 7:30P. I’m starting to get that sleezy, slimy, sold-to feeling.)
Me: No 🙂 What’s the fabric make up?
(I wonder if they are cotton? Those are hard to find. I need my skin to be able to breathe. Note: I’m still pretty interested at this point, despite the ask for a phone call out of the blue.)
Robin: We have a patented fabric that stretches 360 degrees. Can expand up to 3x its size and has amazing variable compression which is why it is so comfortable.
(This sounds dreadful to me. It can’t be cotton.)
Robin: Nylon and spandex – and has a surgical grade silicone gripper at the bottom to keep it in place all day.
(Okay, I have to graciously get out of this convo. This cami is not for me!)
Me: I only wear cotton. 🙂 So I’m not a goof fit. But thanks for thinking of me.
Robin: I haven’t worn a bra for almost three years now.
Me: I have no boobs. LOL. So that pretty much describes my life.
Robin: But look what it can do for your tummy and back area. (inserts picture of model with love handles)
Me: Thanks Robin, but I’m not interested.
Robin: We have amazing leggings…and they are cotton!
….I’m going to stop this marketing story right here.
There’s so much to be learned from this exchange, in terms of marketing and sales.
- First, the only question I was asked, as a potential customer, was if I knew about the company. I wasn’t asked if I wore camis, if I was sick of wearing bras, or if I needed to appear slimmer. I wasn’t involved in the conversation at all.
- Second, when I politely said no, I kept getting messages about other features of the cami or other products.
- Third, she didn’t ask how I was doing or how I had been or even what was important to me now in my life.
While this may seem like a “drastic” example, I see this all the time in my world. People bombard my inbox with their offers, without building a relationship with me first. They call me “friend” when I’ve never met or spoken with them (even online!). They send me affiliate links without first telling me about what they offering and inviting me into a conversation.
And guess what? I have done this in my marketing in the past too. I’m not perfect. I still slip up once in a while—too eager to share what I am most excited about. But, this happens very rarely, now because I’ve figured a few things out. 🙂
I understand my peeps now. I know why YOU are reading this blog. And I try my hardest to deliver sound marketing advise and tips and trainings and events that help YOU market your business better—and in a way that feels really good to you.
Storytelling is one way that lowers the barriers and helps people get ready for what you are going to offer to them. It creates an emotional connection. Marketing this way is natural to the person being marketed too. And while it may not be natural to you at first, you CAN learn how to do this—I promise! (I know because I have learned and I have taught this to many others, too.)
This storytelling stuff is FUN. And…marketing is fun…when it’s fun…and working!
My annual event, Time & Freedom LIVE! is happening in October! At this event, I will be teaching you how to find the stories to use in your marketing—and then how to tell them for a variety of platforms. Stories can be used everywhere—and boy do they bring more joy and ease to your marketing plan.
I hope to see you there!
