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posted by Will Weatherly Apr 03,2014 @ 07:04AM

Sold by the box.

I honestly lost count. Fifteen? Maybe twenty. But cut me a break -- I mean there was fit, color, style, function, price, and retailer. Let’s not even get into brand. Hunting a new pair of dress oxfords was hardly my idea of fun.

But one pair got me. Upon trial, they certainly seemed closer to right than any of the others. That helped. The thing is, it wasn’t the only reason I swiped my card.

At the bottom of the shoebox laid a manifesto. My feet were busy thinking, so I took a moment to read it.

In those few seconds, I forgot my feet, and I forgot shoes. My imagination flipped on, and my head went to another place, to another thought, to another feeling. No other pair had encouraged such departure. With each previous, my focus remained fastened to the shoe from lace-up to “no thanks”.

Without that little head-trip, would I have purchased on product alone? Maybe so. But the imaginative journey undoubtedly facilitated a simpler, quicker, and more confident decision to buy.

Is your marketing escorting imaginations or blocking them? Here’s what I know. The product I bought shared similar features to a lot of products I denied. Only the product I bought sparked a vision.




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