I recently watched a great "Ted Talks" video, which was brought to my attention by my ever-so-thoughtful mother. It was incredibly eye-opening and spoke of why certain brands/people are more successful than their competitors, even with having a greater amount of resources available to them. The answer? "People don't buy what you do, they buy why you do it." Apple is so successful because instead of forcing their product(s) down their consumer's throat, they use the formula "Why + How + What" when pitching their product. For example: Apple states that they believe that the market is missing abc so they strive to fill this gap with their [insert descriptive text here] product, which will achieve xyz." The entire company projects this strategy. Another example that was used was Martin Luther King, Jr. He pushed this "dream" that he had, over and over again and gained an incredible amount of support. As Ted stated, his speech wasn't called "I have a plan." It was called "I have a dream," and he made others believe in his dream, because people want to be a part of something like that. Once again, "people don't buy what you do, they buy why you do it."
Why is this so important to my Unfiltered™ line? Well, to put it simply, I don't want these cards to be perceived as just another comical greeting card in this already saturated market. I want my audience to know WHY I created the cards, HOW they are solving a problem, and unveil WHAT I've created. I want my audience to believe in what I'm doing, and to be a part of my journey. I'm certainly going to take this idea to the next level and hope to create interest in my cause. I'm looking forward to what's to come!