You are only selling a commodity if that's the story you choose to tell
Is a food truck just selling food? Is a hair salon just selling haircuts? Is a real estate firm just selling houses? The answer is, emphatically, no! Food trucks sell nostalgia and convenience, allowing us to enjoy good food in beautiful or remote settings. Hair salons sell confidence and relaxation, knowing their clients are going to feel better when they leave their salon. Real estate firms sell security and financial independence, allowing their clients to literally stake their claim in the world.
You are only selling a commodity if that's the story you choose to tell.
To really illustrate this point, let's examine how a couple of people turned an unhealthy pastry into a movement, all because they chose to tell a different story.
I used to live down the street from a small donut shop, Strange Donuts. The line to get in was consistently around the corner every day and night they were open. The modest shop would practically sell out of their morning batch by 10AM every Saturday. Everyone couldn't stop talking about this donut shop. Naturally, I had to see what the fuss was all about. I soon discovered the two founders were donut artisans, creating new ideas every week.
They would craft the classics, but would also include specialty donuts inspired by their favorite local restaurants.
Not only were these guys masters in the kitchen, but they were great marketers. They loved to tell stories and even launched a mini series highlighting other businesses. They began to spotlight other places in their community and soon they had a tribe of people spreading the word about everything they did.
And the best part, they didn't have to do all of the talking. Check out one of their younger tribe member's reactions when his dad took him to a different donut shop that wasn't Strange Donuts.
Strange Donuts has chosen to tell a story that weaves them into the very fabric of their city. By consistently acting on their love for their home city, they've attracted a tribe of people that want to tell the same story. If you've been wondering what marketing is all about, here's your answer:
Tell your story. Make it honest. Keep it consistent. Share it relentlessly. Many will ignore it and some will hate it. The few who embrace it, will love you for being brave enough to share it. Then they will likely tell others about you.
[I’ve] been about Strange since I had my first rainbow pony. Strange Donuts has taken an active role in the St. Louis community - whether it’s pop-up dinners for political causes or youth organizations such as Big Brother Big Sisters or Girls on the Run. Strange has had my business since they opened, and will have my business as long as they’re operating. Stay Strange and be good to each other.
- A committed customer’s Instagram post after getting a tattoo of Strange Donut’s logo on her arm.