Behind the Scenes - 10/4/24
Dear Friends,
For those who are new to our emails, I try to do an email once a week where I go into the details of what is happening behind the scenes of our small business. If you want to catch up on prior messages, check out the blog here or just jump right into the story below.
As I have been working on developing more content for our social media presence (and by extension, new advertisements), I've been asking myself the "why" question a lot. "Why do people buy our products" is marketing 101. Functionally the responses can break down into any number of different categories, and I've filled up some inserts in my Pocket Cut with slogans that appeal to different answers to that question.
Some of the early data from our new ads is painting an interesting picture. For example, the ad that showcases the new Moleskine Volant insert for our Pocket Cut Leather Cover is outperforming everything by a long shot.
Part of the challenge, is that people don't often know the "real reason" they buy things. Rory Sutherland's book "Alchemy" has some great chapters on that which I am reading now. He talks about how what people say motivated them to buy and what the data shows about purchasing behavior often are at odds with each other. Sunshine has more to do with ice cream purchases than temperature for example.
With this in mind, I've been working on coming up with reasons that I think would be motivating to buy our product. (or at least would be a good enough excuse for someone to reasonably believe motivated them to buy, which is just as good for my purposes).
Part of the problem is that I haven't done any customer surveys.
I have an idea for a grand survey that is brilliantly designed and perfectly works to provide the maximum usefulness to us while also has some offer to the customer to help incentivize completion, but I don't have the technical backing to make it happen.
However it's better to get some information, even if it's not the perfect survey, than to operate in the dark.
I have an idea about what the "real reason" is for purchasing and I don't think its what many people would answer if asked. To this end, I've got a simple Google Forms survey that is linked below. In an effort not to sway anyone's responses with my own opinion, I am going to have the rest of this letter where I talk about my guess show after the survey is completed. Go take the survey and then when you hit submit it should show you the rest of this letter.
Stay tuned for more letters on Thursdays or Fridays in the coming weeks and be sure to go subscribe to our YouTube channel. If you like and watch the videos it helps us get promoted more by the algorithm to people who may never have heard of us.
Ever your servant,
Colin MurdyCEO/Owner
Murdy Creative Co.
Cell: 414-434-9001
MurdyCreative.Co
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