I was thumbing through a clothing catalog the other day and came across this description of a pair of pants: one of the pluses of this garment, a feature I was sure to love, a reason to buy these pants, the copywriter wrote,
is that they are “pocket-free.”
What an interesting concept…and a useful one.
Here’s what Andy Sernovitz had to say on the subject:
Focusing on what you don’t have, don’t waste, or don’t use can set you apart. When Amazon decided to do away with the extra plastic and oversize containers, everyone was talking about what their “Frustration-Free Packaging” didn’t have. If you’ve got an efficient advantage that removes unnecessary excess or saves time, highlight it and help people talk about it.
The Lesson: Great conversations can sometimes be about what you don’t sell. (read the whole article)
“What you don’t have, don’t waste, don’t use”…how perfect is that focus, especially for the resale industry? Bet you can think of lots of POSITIVE messages about what your shop DOESN’T HAVE!
Auntie Kate The Resale Expert 
I used this concept for an upcoming luncheon (190 women YEH!) where we are to be the main entertainment. We are doing a Fashion Show for Real Women on a Real Budget. But in the promotion I talked about what type of fashion show it was NOT going to be.
It wasn’t going to be …. tall skinny models with bones protruding from every angle
It wasn’t going to be ….. fashions that would only be seen on a runway or in a circus
It wasn’t going to be …. fashions with price tags equivalent to a monthly morgage payment.
But now you have me thinking about what we are NOT at It’s SO You Boutique……
As usual, you are dead on
Thanks Kate
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LOVE it Laurel! I’d go to a fashion show in a heartbeat, that was publicized like that!
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