Thoughtful marketing? Who would have thought?


Selling is an art that goes to extremes.

When brands decide they need to sell certain goods for certain occasions, they paint their excitement with wide brushes.

Mother’s Day is one of those moments.

I’ve had a lot of emails over the last few weeks telling me to make my mother happy. She seems to be very happy if I buy her a new iPhone, a new Amazon Echo or thousands of other terribly useful things.

It’s hard to make her happy – even with such sublime goods – because she’s dead.

Yet marketers do not seem to know whether or how to deal with such mundane realities. So they continue with expected, relentless messages and spray them on everyone.

Because of this, I was moved by the strange delight of email marketing from a yarn store.

Yes, it was sent to my wife, not me, but she forwarded it to me because she found it on the move.

IN Yarn shop in Santa Rosa, California, suggested the following: “We know that Mother’s Day means something different to everyone.”

Only this first sentence tells you that the brand has stopped at least looking at its customers. All his clients.

But the email continued: “If you want to treat your mother to something special, we will be happy to recommend quick models and gifts in the store.

This seemed like a fairly standard, moderately worded message. But then came the real focus on customers: “If you’re grieving or neglecting the day, maybe we can help you find a little treat for yourself.”

Someone sat down and really considered all their clients and the potential branching out of Mother’s Day for each of them.

Someone has come up with a marketing piece that will probably not only move those who are desperately looking for a Mother’s Day gift for their mothers, but also those for whom Mother’s Day is a bag, or even a pain.

I suspect that this is the rare case where anyone who reads this email will feel an additional attraction to the brand. Purely because of his thoughtfulness and the tone in which he expresses himself.

It is very, very difficult to please everyone. It largely feels impossible. But this store, which is branded “The Biggest Small Yarn Store,” has shown that it’s possible to make everyone feel like they’re heard, not like a herd.

How strange that a small yarn store can do it, while so many big brands – and yes, quite a few in technology – can’t.


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