Would you pay $193.50 for a small figurine of the Russian saint of extremely fast dancing? The Significant Objects Project proves that “narrative transforms the insignificant into the significant” and people pay big bucks for tall tales.
NY Times contributor Rob Walker and author Josh Glenn challenged a group of writers to find random objects and create fictional stories that added a certain je ne sais quoi to them. Between July and November of last year, $128.74 worth of these dust collectors sold for $3,612.51 through eBay auctions.
(It should be noted that the founders said they “did not set out to hoax eBay customers” and that they took care to avoid the impression that the stories were in any way true. A second phase of the project is underway that focuses on charitable fundraising.)
Whether you’re selling an HDTV or a sea captain pipe rest, just know that engaging narrative helps move merchandise.
This entry was posted on Wednesday, January 27th, 2010 at 5:02 pm and is filed under Consumer Strategy, Copy & Content. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.