Roger Burnett Yeah. Well, and when you know that the guy you're talking to is a StoryBrand certified guide, spent all of that money. And yet, because we have three engines, you know, it's almost like you need three landing pages for your website to tell the story of each of the different things you do. Because, the minute you try to start telling people, all three of them -- they get completely... it doesn't make sense to me and they want to take off. So yeah, I mean, you got to be clear, you've got to be concise. You've got to be succinct in your messaging and you know, Donald wants to talk about that transformational identity. Not really what you sell, it's what you want people to think about themselves after they've made the purchase that you're trying to activate in people. And that's why the tide is Social Good is so strong for us because we believe that it's very aspirational for a lot of people to feel like their dollars are making the world a better place. So that's why we've got to make sure that we tell that message as quickly as we can. Marshall Atkinson Yeah. Since we're on the topic of StoryBrand -- since we're talking about social good. One of the things that's in StoryBrand is the whole idea that your customer is the hero and you are the guide. And I think what you're doing is exactly that. You're guiding people into making better decisions with the better story so they can be the hero, like that person you told about the, you know, the backpack story, right? They're happy to share that whole story because now they're the hero because they were able to do that with that backpack. Roger Burnett That is exactly correct. And now the bat that we are trying to play out here for the rest of 2020 is how scalable is this approach? Because, it's just a hobby if we're not making a fair amount of revenue selling this strategy this way. I believe now that because of what's happened with the pandemic, that people are going to be a little bit more careful with what they spend and if you can attach the story, to the product in a more meaningful way, I believe we get that dollar from that buyer in a way that maybe a competitor of mine might not necessarily get it. Marshall Atkinson So when we're talking about apparel, let's just use that as an example since this is an apparel show, right? It's not just the story, but it's also what you're putting on it. So are you doing anything with the decoration method? Like if you're selling a sustainable blank, are you also doing somebody that's sustainability certified to do the decoration? How are you linking that up? Roger Burnett Yeah. So this is where my long-ago experience in traveling the country and visiting decorating shops. Like the ones that I encountered you at really given me a leg up on knowing whom it is that I would want to be doing business with on the apparel decoration side. And then nothing like having this Shirt Lab Tribe kind of at my disposal to understand, you know, who are really the top-notch guys and gals out there that really get what it is that we're talking about.
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