The Power of Personality: how the right story can turn people into lifelong customers
Holly Jackson is a online copywriter and lingerie columnist. She can be found blogging at her website http://www.thefullfiguredchest.com or on working on her goal of filling up an entire closet with lingerie on Twitter @fullfigurechest.
A while back, Freya ran a flash giveaway over a bank holiday. All you had to do was tweet about your favorite Freya style, along with the music you’d be listening to while wearing it. But that wasn’t the part that caught my eye.
Along with each style, Freya provided music suggestions that they thought went with the bras. All of a sudden, I saw all those bras in an entirely new light. Some were flirty, some were rockabilly, and some were Joan Jett style rebels. Of course, I ended up buying some. The cool factor made it easy.
Wear Your Heart On Your Sleeve (And Your Influences)
One of my favorite designers is Gaby of Hopeless Lingerie. A large part of this is due to the fact that she created a beautiful bralette based on Sam Raimi’s “Evil Dead” and “Evil Dead 2”. I’m a fan of anyone who can make buckets of blood turn into something beautiful. Between the Sheets shoots their lingerie in sunny fields in which you can practically see the wind in the picture. Appropriately, this season they’re making mesh and lace pieces inspired by feathers. Fraulein Annie makes cabaret inspired pieces that pay homage to Marlene Dietrich, and their clear influences make their pieces that much more enticing.
“The right story can grab people and turn them into lifelong customers,” Holly Jackson
I saw all of these pieces once, and they were beautiful. I went back because these pieces and ranges stuck in my mind because of the story and influences behind them. Successful marketing usually comes back to how you tell your story, but sometimes brands forget to apply this rule to their ranges as well as their official company about page.
It’s an easy thing to forget about. After all, you’ve spent so much time creating beautiful and innovative pieces out of luxury materials. Then you’re busy shooting ads and signing up distributors, not to mention constantly monitoring your social media presence. It’s exhausting, and it’s no wonder that the “why” tends to get lost in the shuffle of the who/what/where/when.
Why Your Story Makes A Difference
Consumers are smart people, but they’re also tired in an entirely different way from you. You know how when you spend hours at an art museum and after a while you just see a blur of colors when you look at a painting? Shopping for lingerie online can be like that if you’re serious about it. With trends dominating the fashion world, mental and visual exhaustion can be an even bigger problem.
Story is how you stand out from the pack
The right story can grab people and turn them into lifelong customers, even if it’s a little unconventional. Consumers want more than one just another pretty bra: they want a bra they can relate to and tell their friends about.
So go ahead and get crazy. Make a movie with guns and a Humphrey Bogart style voiceover, like Damaris did. Shoot your graffiti inspired collection in a grungy warehouse. Get dorky, get silly, or just get in touch with your inner inspiration.
Make your story count, because your customers want to hear it.