Mattress Stories

Traditional marketing wisdom counsels retailers to create a story for their product. A product story communicates benefits and features in an easy and fun way.

 

Storytelling is an ancient form of transmitting knowledge that naturally captures people’s attention. Our brains are hardwired to accept and remember information in standard narrative forms.

 

Smart mattress retailers wrap their beds in a story that tells about how that product was developed, how the latest model is new and improved, how their product is unique on the market today, how their product will make you sleep better and wake more rested, etc… There is nothing deceptive or manipulative about this technique.

 

We want sellers to talk to us in simple language. Give us the facts so we can buy a bed and get back to more important things.

Stories are so powerful, and work so well in influencing a customer’s decision on which product to purchase, that sometimes retailers and mattress fabricators throw in a few gratuitous product features – features that have no functional value (or take away from functional value), just to make the story more compelling.

 

The following is a list of gratuitous feature that I’ve seen in foam beds on the market today. It’s not meant to be comprehensive, and they are listed in no particular order. I’ll just say them as they come to me.

The Quilted Mattress Top Story - “Our beds look exceptionally soft and puffy; therefore, they must be exceptionally soft and comfortable to lie on.”

The Fancy Fabric Mattress Cover Story - “Our mattress appears finely tailored, so it must function exceptionally well.”

 

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