Underwear, Buyer’s Remorse, and Keeping the Good Vibes Going

Most of us wear underwear.

We don’t think too much about it.

Then, every once in a while, you decide to try something new.

For several weeks, I had been seeing ads for Manmade underwear. Think of it as something like a bra for men—but, you know, ‘down there’.

The ads were funny. They featured the founders explaining, demonstrating and brazenly modelling their products.

Knowing that I will be sitting in a car for a month driving to Tuktoyaktuk, I clicked through and bought.

I haven’t received the underwear yet. But that’s not the point of the story. The interesting part was what happened next.

First, I received the usual order and payment confirmation. Nothing unusual there.

Then I received another email from the founders. They told me they had made a special video for me. So, of course, I opened it.

Who wouldn’t?

What followed was a wonderfully over-the-top video explaining why I had made such a good decision and how comfortable and life-changing my new underwear was going to be.It was high energy. 

It was funny. And it made me feel special.

I was in the club now!

The video probably didn’t take a huge amount of effort to create, but it had a surprisingly positive impact on how I felt about the company.

Heck, it even got me to write a blog about them.

When someone buys from a new supplier for the first time, the sale may be complete—but the decision-making process isn’t.

Doubts remain:

• Did I make the right choice?
• Will the product arrive on time?
• Will it work?
• Will the service be any good?
• Could I have found something better or cheaper?

This is especially true when the customer hasn’t experienced the product yet. There is an awkward period between placing the order and receiving the value.

Manmade seems to understand this.

Rather than going quiet after taking my money, they kept the energy flowing. The video reinforced my decision, reduced my doubts and made me feel part of something. They didn’t just confirm the transaction, they welcomed me to the brand. That distinction matters.

Many companies spend enormous amounts of time and money trying to win a new customer. Then, the moment the contract is signed or the payment is processed, the communication becomes administrative.

• Here is your invoice.
• Here is your login.
• Here is the implementation schedule.

Useful? Yes.  Memorable? Not particularly.

So, what happens after someone buys from you for the first time?

• Do you celebrate the decision?
• Do you remind them why they chose you?
• Do you introduce them to the people who will look after them?
• Do you tell them what to expect next?
• Do you keep the positive energy flowing until they actually experience your product or service? 

When a customer’s first experience with your purchase is done with a positive frame of mind the satisfaction level soars.

Your customer may have said yes. But until you deliver the promised value, they may still be wondering whether they should have said no.

A little reassurance, personality and enthusiasm can go a long way.

And, occasionally, it may even earn you a blog.

See you next time,

Andrew

P.S. If you want to know more about Manmade - or eventually hear whether the underwear lives up to the video - send me an email 😉