Patagonia are a long-established outdoor clothing and equipment company. The emotions I associate with their products are adventure and a love of the outdoors. The clothes you wear are tied in with your memories of events. That’s one of the reasons Patagonia have such loyal customers.
When your customers start telling stories about how much they love your brand, you know you’re on to a good thing! Surfing couple Keith and Lauren Malloy set up a Tumblr site called Worn Wear: True Stories of People and Their Patagonia Gear. These two were inspired by the years of use they were getting from their surf gear, so they decided to start a blog where people could share stories about their favorite piece of Patagonia clothing.
Here’s one of my favourites from Melissa from Vermont;
I bought these blue Stand-Ups in 1988, in Connecticut, right before I took one of my first extended road trips around the country. That summer I traveled with a friend, cutting a kind of figure-eight through the United States. Since then the shorts have been with me to every state except Hawaii. Over the course of 25 years they have climbed mountains in New York, Colorado, Alaska, Vermont, Montana, Wyoming. They have visited the desert and the sea. They’ve sat quietly in the car across Texas and the Dakotas; they’ve seen small shacks in Louisiana, ancient Indian dwellings in New Mexico, vast fields of corn in Iowa and thirty Dead shows. The stand-ups have never, ever let me down. Each spring, they’re the first item of clothing I take out of storage. I slip them on to make sure not too much damage was done over the winter (to me, not the shorts), and then I get lost in the dream of the road, of the kind of adventure that is waiting for us all the time, and of this trusty pair of shorts that have been with me everywhere.”
People choose to buy for a number of reasons; mostly it’s to do with how the product or service makes them feel. So it makes sense to be aware of what these emotions are, right? I teach business owners like you how to confidently tell your business story online. In order to do that, I help you understand who your customers are and what they need help with.
I offer one day workshops to small groups as well as one-to-one sessions. I successfully blog for my business and can help you do the same. I am easy to contact and would love to hear your ideas! My next workshop is on Sunday 7th July. Early bird tickets are available until 21st June.