Sequins and soul

Sequins are important to us (and no, I’m not talking about the clothes that Richard Simmons wears). They are the flash, the shiny things that catch our eye – a cool direct mail piece, a sleek and metallic colored stereo system (mostly men fall for this one) or a great sale.

But there are limits to what sequins can do (and sadly, many marketers have tried to stretch sequins way beyond their intended purpose). The great looking stereo system loses its luster if it breaks after only a few months. The direct mail campaign seems less creative if the product behind the glossy mailer is nothing but a scam. Sequins can never make up for a bad product. The market is too smart, too agile and too connected to fool most of us most of the time.

When we do fall for stretched sequins, we don’t simply put it behind us and move on. We make a mental note (and the Internet usually keeps a permanent record) of those that try to stretch sequins beyond their intention. So when we dig deeper into what you offer and all we find is a man behind a curtain out to trick us, we don’t soon forget. We feel cheated and we are much less likely to fall for your sequins again.

So the next time you are building something out of sequins for the market, make sure that it has plenty of soul to back it up.

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