Does It Really Have To Be This Difficult?

PackagingIs it just me or have you noticed the way items are packaged and wrapped in stores, in delivery and post purchase? Huh? What are you talking about Mitch? “It is just you, I guess!”

Okay, okay, sorry about that, allow me to walk down a path and then get to my point.

A number of years ago after purchasing a few items at a local store where my purchases included a sport jacket, jeans, a sweater, a few ties and a couple of quality business shirts. Here at home as the items were unpacked there was this white plastic deal stuck to the sport jacket. It was the shoplifting, make the alarm go off, plastic item still attached to the jacket. The store alarm did not go off when leaving the store. An hour later with pliers, screwdrivers and hammers all around the floor, the plastic deal was removed and someone needed a shower. If this happened to me again, ever, right back to the store and let them deal with it.

Have you been to Staples or any other store selling ink cartridges for your printer? Each package is sealed in some type of invention where it is encased in a huge plastic case. Again the intention is to catch a shoplifter. The reality is, the small ink cartridge is turned into this huge unwieldy package to try to handle inside the store while purchasing other items. Wonder how this impacts the environment utilizing all of this heavy plastic for this purpose?

Cheerios. When my kids were younger we purchased and served Cheerios cereal. At some point the inner plastic bag became impossible to open. Not certain when this took place. The fact is all of a sudden one needed a scissor or a sharp knife and in either case careful handling was still necessary otherwise the blade would be deflected off the inner plastic wrapping.

The mailer wrapping utilized for your online purchases comes in many different flavors. There is one type which is amazing! You ordered an item and as you open the mailer wrapping the inside filler of shredded who knows what types of materials begins to spray all over your floor, your desk or your kitchen counter depending upon where you are standing.

Feel free to comment on any experiences you have had similar to these or on some of your own.

The point. The point of these anecdotes is when crafting your business messaging, your website, your marketing materials, get right to the point. What do you offer? What is the value you bring to the customer or client? Don’t make us jump through hoops to find out this information.

Mitch Tublin is an advanced certified executive and personal coach who resides in Stamford, CT.