Which Material For Tote Bags

tote bag

I had a good laugh today while reading an online discussion board for marketers.

A puzzled marketer asked the community to weigh in on the best material for tote bags she and her husband would distribute at a trade show.

She was leaning toward polypropylene (“feels like soft cloth” and “the cheapest way to go.”)

But her hubby had another idea. “My husband thinks people will throw these (polypropylene) away though…He is thinking a canvas or cotton tote would be better.”

The first person who responded to Puzzled Marketer said, “I only accept iberian cashmere tote bags.”

(Ha!)

I understand Puzzled Marketer was looking for some honest advice. And the “iberian cashmere” response was dismissive — and a little snotty.

But I appreciate the point made by Cashmere Lover.

If he could elaborate, I imagine him saying:

Polypropylene vs. canvas vs. cotton? Don’t worry about it. That’s not what’s important.

Here’s what is important: Your marketing story. The materials you put inside that tote. The things you’ll say when people visit your booth.

Sure, the “right” material may drive a few additional people to keep your branded tote bag. But none of that matters if you don’t nail your story.

I was drawn to this exchange because I’ve seen it over and over again. Businesses invest tons of time and dollars on the perfect promotional product.

Meanwhile, when you visit their booth or read their materials, you get nothing. Sure, I may remember your “brand” more if I keep your tote bag with your logo.

But what does that logo represent? And do the messages you distribute with that logo clearly tell your story?

What does your logo represent? And do the messages you distribute with your logo clearly tell your story?

p.s. I help coaches, consultants, and business leaders discover and deliver powerful stories that captivate prospects and inspire them to act. Whenever you're ready, here are several ways I can help you become a storytelling stand-out so you'll land more clients without pitching and prodding:

1) Connect with me on LinkedIn and Facebook and (if not subscribed already) join our email list.

2) Watch the free, 7-minute Micro-Training: “The 3 Most Important Storytelling Keys to Captivate Prospects and Inspire Them to Act -- Without Pitching and Prodding.”

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4) Work with me one-on-one: If you’re interested in working directly with me -- to discover, assemble, and deliver powerful, business-building stories -- simply reply to this email and change the subject line to "Private Client." Tell me a little about yourself, your business, and what you'd like to accomplish, and I'll reply to discuss options.

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Tom Ruwitch

Tom Ruwitch is the founder and CEO of Story Power Marketing. For more than 30 years, he has helped businesses grow by delivering powerful stories using a variety of different media.

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