Sanctifying the Humble Mattress

Imagine for a moment that you're a mattress company looking to tell the story of one person's satisfaction with your product.

Do you try to find an insomniac who was cured by your product?
Maybe a couple whose love life was rekindled courtesy of your mattress?

If you're Flex Mattress, you take a more original approach.
You tell the story of a woman who uses your mattress on which to deliver her child in a home birth. Flex Mattress Commercial

But why would Flex Mattress feature such an uncommon use for their product? Why not cater the ad to their primary demographic: people looking for a good night's sleep?

First of all, sleeping is boring. It's a basic human function, we all do it but frankly, it's not very exciting. An ad based on sleeping would need to add humor or a bit of raciness to get noticed.

Secondly, the topic of homebirthing is controversial. We'll talk more about the value of controversy in a later post. Controversy is exciting! It gets people talking. And the more people you have talking about your product, the more exposure your company receives.

Flex Mattress could've made a funny ad or a racy ad but they decided instead to tell a very personal and poignant story through the eyes of one of their customers. Flex Mattress plays a humble part in this woman's decision to bring her child into the world in the comfort, safety and security of her own home. She wasn't their average customer but she was makes a great story.

Do you know your customers? Are you selling to just a nameless, faceless demographic or are you taking the time to really listen to who your customers are and how they use your product?

Honor your customers. Give them a voice. Let them tell a remarkable story about YOU!