Bald, Bold, & Buzzing: A CEO's Shaving Revelation!
SHAVE SHAVE SHAVE
Every day it is a chore
Especially if you have a big round head like me
Bald, but not fully bald!
Hence, a daily shave to look even
Else it is odd!
Jokes apart
The truth remains that I must
Invest in quality products.
Creams, brushes and aftershaves
My experiments with truth
And all things shaving
Led me to an animal.
An animal coloured PINK
Calling itself
The PINK WOOLF
Lockdowns, trials and tribulations
Lead to a period of experimental discoveries
One of them being a shaving cream
For sensitive skin
My wife says I have thick skin
That I have a heart with no feelings
Yet my body does show
Through redness and scrapes
That I do
Have feelings that can be termed Human
And as Homo sapiens
I seek
A connection
Some emotion
Leading to a habit
It’s the same with purchase
When the first product I bought
Comes with a couple of additional products
For me to try and share my feedback
It does buoy me positively
Towards that brand
When the CEO of the brand
Pens a personalized note
Having “checked me out”
And talking about my mustache
Not once but thrice
I sure am hooked
With the CEO, the product
And the brand.
Personalization
Customization
Individual attention
All do lead to the brand
Getting nailed right in the center of my brain
Enabling me to talk about it
Spread the word
All while continuing to be a loyal customer.
***
The above ode is to PINK WOOLF, a product range I greatly like.
With my first order, the CEO sent a handwritten note. This happened in the next two orders as well.
Check out the attached image.
The CEO, Subodh, was thankful for my business and knew about my upcoming book (then!). He wrote about it.
I shared this note with my wife and with some of my friends. I did the same with the products, some of which were given as gifts.
Not only did I try the samples, I went ahead and bought them as well. From the cream, to the aftershave, to the brush, the blade, and the razor!
The cognitive bias at play here is the “Reciprocity principle”.
The personalized note from the CEO created a sense of connection. The positive emotion enabled me to use more of their products and also speak about the brand. Net result, I have become a brand evangelist of Pink Woolf!
The reciprocity bias happens when individuals receive personalized gestures; they are more likely to reciprocate with positive actions or attitudes.
I have the same emotional connection with MyHarvest Farms, whose co-founder Archana Stalin sent not just a note but a full-fledged handwritten letter when we started our subscription with the company.
Such things matter.
Especially in a noisy digital world.
What are you going to do about it?
The Outlier Marketer
Inspires Creators on #creativity #unconventional #execution #outliermarketing #strategy #insights #storytelling
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