Marketing, For What It’s Worth

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“It is not easy to find happiness in ourselves, and it is not possible to find it elsewhere.” – Agnes Repplier

My utilitarian corkscrew gave out in the middle of Thanksgiving dinner. It raised one arm on a broken gear and announced that it had served with honor and now was done.

Which left me with the corkscrew I bought from the J. Peterman catalog more than 20 years ago. Do you remember that catalog? I used to keep it on my desk for when I needed a creative break – or just to dream a little. I loved the little micro stories so much that I felt guilty putting it in the recycling bin, even if I had a new version in hand.

For anyone that isn’t familiar, here’s a sample description from their website. The Howdaseat is a folding chair:

Howdaseat.

This wonderful contraption is only for people over 40, or under.

Made of basswood slats and tough, natural canvas duck, its only role in life is to support your back properly.

The way it holds you is like a hug, and like all hugs, it will make you feel good. If your back hasn’t felt good for the last 19 years, this thing will make you feel very, very good. And surprised it took so long.

Roll it up and carry it under your arm. Room to room. House to car to office. For reading, driving, concerts; and staring across the pond at that stand of maples there and marveling at how really well designed the human back is, after all. Made in USA.

I bought several things from that catalog back in the day. The funny thing was that the things, once in hand, never lived up to their marketing. The words, the stories, the mystique stayed with the stories and not with the object itself.

Which I remembered once again as I wrestled with the J. Peterman corkscrew this past weekend. It reminded me of the magic of stories. And that when it comes to marketing, finding things that are undersold and overdelivered is better. May we remember both things this holiday season.

(featured photo from Pexels)

70 thoughts on “Marketing, For What It’s Worth”

  4. I never heard of that catalog, it sounds like a lot of fun to write for, but it would be a sad job too, knowing that the products didn’t live up to their hype. Maybe others wouldn’t be sad about the job, but I know I would once I found out the truth behind the glam. People can be like that too, all lovely packaging, but lacking integrity!

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  5. Oh, J. Peterman. Yes! I still have two finely tailored jackets from that catalog and they have stood the test of time…buttons replaced and tailoring done to mend and care for apparel gifted to me from my fabulous mom-in-law…who said Peterman clothes were constructed with care. “Old school” she’d say. Wish I could say the same for your corkscrew! 🥰

    Liked by 4 people

    1. Oh, that’s so sweet! Well, my corkscrew has lasted – it’s just a little overly engineered. Thank goodness the clothing is better. And with a family story to boot. That’s so lovely!

      Liked by 1 person

  13. I’ve ordered from J. Peterman. It’s not only the word but the beautiful drawings that are enticing. Too bad the goods rarely resemble the drawings! I finally found a feature on their website that shows a photo of the item. Reality helped me limit my wants.

    Liked by 3 people

  14. Oh this is too funny! Marketing is truly powerful but when done badly, it can also be comical. I’ve bought things strictly because of the marketing, like a food chopper at 5 in the morning from an infomercial. Used it once. 😂

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  15. Wait Wynne, a corkscrew giving out? 😲🍾🍷 How is that possible? Where are those corkscrew elves when you need them? 🤣😜😂 I love how you wove a near disaster into a loveable tale my dear! No more screw-ups with your cork girlfriend! 😝🙆🏼‍♀️😁

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  16. I actually don’t remember the catalog, but as a connosieur of the sitcom Seinfeld, I remembered the episode where Elaine meets J. Peterman on the street and becomes an editor for his catalog.

    Liked by 2 people

  17. Yikes about the corkscrew breaking, and while you were hosting Thanksgiving! But I’m glad you had a backup to put into service. Whew! And you make a great point about marketing being stories that sell us more than the objects themselves. 🌞

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    1. I’m laughing about how many people thought it was just a Seinfeld thing. Yep, there really is a company! I noticed that not all the products have the micro story description but it’s still kinda entertaining. 🙂

      Liked by 2 people

  19. The magic of stories, so powerful, especially when I want something. Oh the stories I tell myself to justify completely irresponsible desires. I did not realize the Peterman catalogue was a real thing and now I’m thinking we use the same concept in our blogs but we’re selling ideas not wine openers. Similar but not the same. Hugs, C

    Liked by 2 people

  22. I don’t remember that catalog, but I clearly remember the one from Sears, especially the Christmas edition. I wanted everything. After 21 years of using my Kenmore washer and dryer, I finally upgraded and gave them away. I’m sure the lady is going to use them for many more years. Talk about good marketing and products!

    Liked by 4 people

  23. Interesting Wynne. I really don’t remember any Catalog because 20 years ago, I was not born, well myabe I was but I was young, fort God’s sake, I am only 25 years old. Anyways, nice post and I have sad news, my blog is not working on my phone anymore but good news is that I can still log in using my Google account and write new blog posts as normal. Take care friend and happy holidays

    Liked by 3 people

  25. I don’t remember that catalog, Wynne, so where have I been? 🙂 And a corkscrew giving out on Thanksgiving is reason enough to panic! I love this line:The way it holds you is like a hug, and like all hugs, it will make you feel good. This post reminds me that I need a new can opener. 🥰

    Liked by 1 person

  26. When my parents and I first opened our estate agency, my dad sent a link to the website to some of his friends in the US. They wrote back that my descriptions sounded like something from the J. Petermann catalogue. I just hope that the homes lived up to their marketing 🙂

    Liked by 4 people

    1. Oh, I love that story, Eva! That sounds like some great writing! If it’s a home, I suspect it’s up to the new owner to make it live up to the description. Right? 🙂 Thanks for the great comment!

      Liked by 1 person

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  30. I don’t recall this store, but it sounds a lot like the story Sharper Image, they were one of the Master of Marketing and display. Once you got the product home you were always disappointed, and your wallet was a bit lighter.  

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