Little Susie Q. wanted to give her purple panties sales a lift. She’s already created her message as you may recall: all women should feel sexy. Now it was time to integrate that message into her marketing.
She began sending out emails to her list explaining how her purple panties could help them feel sexier. Her site’s tagline read “Helping women everywhere feel sexy anywhere.” She felt it was catchy, witty and relayed her message well. All her friends agreed and cheered her on.
Then…crickets. Not only did her sales not go up, there was actually a slight decline that month.
“WTF?!” Susie cried out in frustration. “Why isn’t this working?”
As luck would have it, Adred the Magic Cat was just passing by the Purple Panties HQ and heard Susie’s cries for help. Not being one to ever mind her own business, she walked in.
“What’s all this whimperin’ and whinin’? You lose you mouse or something?” Adred asked in her usual abrupt manner.
Susie pulled one of the purple panties off the shipping rack and blew her nose with it. She folded it up and carefully tucked it back on the rack. Still sniffling, she crossed her arms and said “I want to help women feel sexier and they won’t let me.”
“Well,” Adred paused to sit down. She’d walked at least twelve feet since her last nap. “…we all know women want to feel sexy. No mystery there. But…how do you know they want help?”
Susie blinked, obviously not following.
Adred took in a deep breath. “Lemme ask you this, instead of sitting in here crying why haven’t you asked anyone to help you? You have people around you who know a lot about this marketing crap…” she issued a loud, intentional throat clearing, “…why haven’t you reached out?”
“Oh, you know how I am, Adred. I’m an independent woman. I like to do things on my own. I feel like a failure when I have to ask for help.”
“Mmhmmm, mhmmm.” Adred nodded her head and waited for the light bulb to flicker over Susie’s head.
No such luck, so the magic cat continued. “Susie, if you don’t like the thought of needing help, why do you think your customers would?”
“Because they need my help!” Susie shot out without hesitation.
“Yessss,” Adred’s clawed stretched out and she began using Susie’s pantleg to sharpen them. Her patience was wearing thin. “Just as you needed mine. A part of you even wanted my help, but what you clearly did NOT want was to admit you needed help. People don’t want ‘help’ they want to be inspired.”
“Ooohhhh…” Seems the lights were finally beginning to shine. “Thank you, Adred! I think I know what to do and there’s not much time. Gotta run..”
“Hey wait! What about a little nip for my troubles…HEY!” Adred called after Susie but to no avail. She shrugged her furry shoulders, mumbled something about miserable ingrates and sauntered home wondering if Mommy would play laser light with her after lunch…and a nap.
The next morning, Susie sent out a new email to her list. It featured a photo of Susie wearing her purple panties and looking fabulous. She exuded confidence and raw sexuality. The text of the email invited people to her 2-for-1 sale.
Now, let me stop here and say that Susie is no spring chicken. She carries with her the saddle bags, love handles, stretch marks and cellulite that only a well-lived life can bring. But holy smokes did she look hawt in that photo. Something about her, something no one could put their finger on, made them all want to run out and by those damned purple panties.
And they did.
Susie went through a month’s inventory that week and sales continue to grow. The magic that Adred shared with Susie is invaluable but so often missed.
Help is not something I yearn for. It’s not something I decide to purchase. It’s not something I ever think I want or need. And it’s not going to get me to buy anything from you.
Instead, get out there and SHOW me whatchu got. INSPIRE me and open me up to the POSSIBILITIES that arise when I choose to wear your particular brand of purple panties. NOW you have something to sell me…and I already know I want it!