Selling office supplies is a very serious business… at least it is for the company attempting to do so. And yet, the methods used to sell does not need to be quite so serious. After all, my exhaustive research has indicated that there have been zero deaths reported due to misuse of smead folders. Likewise, there have been no serious injuries resulting from mishandling pink office supplies. And thus the theme of this article, try to lighten up your message. I would suggest that the American psyche is quite fragile at the moment. Individuals are stressed to a point possibly nearing an all time breaking point (if such could be measured). With a terrible economy, two unending wars, nuclear threats, unconstrained immigration, tax increases, approaching inflation, and finally a fill in your own disaster here option, you are presented with a unique opportunity to showcase your business or product in a way quite different than the manner of your competitors.
To put this another way, forget forced corporate speak, throw out the jargon, and make a real attempt to relate to your would be client as if he or she is an actual human. Times are turbulent enough, perhaps with a little creativity you can provide a moment of brevity that would make a would be prospect a known customer. So, you might want to scrap the standard marketing e-mails for a few months. Besides, your target is probably immune to your tried message. Try instead to focus on what was once a true art form, the personal letter. Demonstrating that your prospect is the only person you are reaching out to and not simply one of a hundred receiving a contrived canned message, could produce a new windfall of clients. If your industry is not life altering (as is the case with office supplies), use tasteful humor. During these trying times it would no doubt be a welcomed change.
Your attitude should likewise reflect your shift in messaging. If you’re a pessimist, get over it and lighten up. Yes, it is that easy. You’re in charge of you so develop a positive disposition starting now. Doing so can only help you. It’s all about taking a risk and finding a creative way to present your offering. Below is what I found to be a great example of a strong brand and a solid manufacturer making light of its product in a way that is both memorable and effective. Dymo is a fantastic brand and a leader in the office products world. The fact that Dymo can create a laugh serves notice to others not only in the office supply industry but in others as well. Learn to lighten up and you'll soon find yourself relating to your prospects.
