Rewriting the Story

Interesting phenomena in the greeting card business. Seems that greeting cards were being supplanted by e-cards and other digital messages that were supposedly faster and easier than the hassle of buying cards.

So the greeting card people fought back. Realizing that the story of ease over hassle was essentially true, they sought to re-position that reality as a positive. Why fight truth when you can just redefine it much easier.

Going out, taking the time to pick one out, choosing the right message with just the right envelope was positioned to be a positive reason rather than negative. Greeting card producers re-framed the so-called 'hassle' into a point of differentiation. "Show them that you care" by going through the 'hassle' to purchase just the right card.

In addition, much has been made of the physicality of a paper greeting card. Opening the envelope, looking at it closely, saving it... all hallmarks (heh) of a paper card that isn't possible with digital.

Turn the negative spin into a positive spin and you end up with a very healthy greeting card industry. Try respinning your story and see where it goes.