The Magical Pink Donkey theory of marketing

You live in an old house and the plumbing is… interesting. Translated: it needs repairs quite regularly.

A strange knocking noise has started coming from behind the kitchen wall; you sigh and call Steve the plumber. Steve comes on over later that morning, examines things under the kitchen sink and says, “Yeah, no worries. I’ll swibbulate the frillament and re-stickulate the bifrust and that should fix it.”

Your eyes glaze over and you say, “Great. Thanks.” You go read a magazine and do your best to ignore the sounds of swibbulation and re-stickulation coming from the kitchen. Whatever. Eventually, Steve is done, you pay him and thank him at the door. You forget about the transaction almost immediately.

Three weeks later the knocking noise has started up again, from the laundry. You roll your eyes and call Steve.

Again, he looks under the laundry sink and grunts, then he stands up and looks a bit awkward. “Look, I got a new thing and it’ll fix it better than the swibbulating. Can I go get it?”

“Sure, I guess,” you say. This is the first time anything interesting has occurred in your plumbing adventures; maybe it’ll be a shiny new doodad with buttons or something more noteworthy than a spanner and some spray that smells like concussion.

And Steve leads a glittery pink donkey into the laundry.

It’s… very pink.

Really glittery.

VERY… donkey.

You can’t look away.

Steve says, “I know it’s a bit weird, but it’s a magical pink donkey and it works really well and I thought…”

“Wow. Umm… wow. How does it work?”

“I dunno, really. He just touches stuff with his hoof and it fixes it.”

You’re too stunned to reply, and Steve  – and the magical pink donkey – get started. The donkey sparkles over to the sink, touches one pink hoof to the pipes, then turns around awkwardly in the small space and leaves.

The pipes have stopped banging. You retrieve your cash with your mouth still open, dazedly pay Steve, then run off to call everyone you have ever met about the magical pink donkey.

The moral of the story

Most people do not care at all about how you do the work. They care about the results.

Stop talking about swibbulating the frillament. We don’t care. We care about how great it’ll be once our pipes stop banging.

Unless your work features a magical pink donkey, of course.

So how DO you talk about your work if you don’t have a magical pink donkey? Cash and Joy Foundations will teach you how.

Creative Commons License photo credit:


  • Anonymous

    You don’t care how the engine in your car works, as long as when you turn the key, you can go places, right? Neat story to make a point.

  • https://CashAndJoy.com Catherine Caine

    Thanks Pat. Of course, the problem we all have is that we MAKE engines, and we care. We get so very tempted to talk about it.

  • http://andydolph.com Andy Dolph

    You tell the best stories!

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  • http://www.andyhayes.com Andy Hayes

    I am developing a fetish for this blog.

  • https://CashAndJoy.com Catherine Caine

    Well I am developing a fetish about YOU having a fetish for this blog. So I will keep writing the best stories I can. :)

  • https://CashAndJoy.com Catherine Caine

    Danke! :)

  • http://www.adrianawillsie.com/blog Adriana

    You don’t happen to have and extra pink donkey on hand, do you….? Just thought I’d check. Thanks for another great post!

  • http://www.kyliewrites.com Kylie

    Oh my gosh! I totally agree! I was looking at a website recently, and I just thought, I don’t care how the service actually happens. What I want to know is what other people got out of the service, how quickly they got results, how it affected different parts of their lives.

    And, you know, if a sparkly pink donkey walked into my house, I’d probably want to know what it liked to eat. Just so I could give it a snack.

  • Rachael E.C. Acklin

    SWIBBULATING THE FRILLAMENT?! But that’s what *I* do!!!

    Bwahahahahahaaaa.

  • Tori Deaux

    I want to know more about this donkey and where I can buy the exact shade of pink glitter on it’s hooves. P.T. Barnum would DEFINITELY buy it for the Hippodrome, therefore I MUST HAVE ONE EVEN IF I HAVE TO PAINT IT MYSELF!

    Oh. I said that outloud, didn’t I?

    I mean… um… awesome, insightful illustration, Catherine!

    Also, I might need my frillaments swibbulated. Have you got Steve’s number?

  • https://CashAndJoy.com Catherine Caine

    Exactly!

    P.S. I bet he likes cupcakes.

  • https://CashAndJoy.com Catherine Caine

    I really wish I did, it’d certainly be a nice positioning schtick. :)

    And thank you!

  • https://CashAndJoy.com Catherine Caine

    Yeah, I’m stunned you didn’t use that as your tagline on the new site. You’ve CHANGED, Elf.

  • https://CashAndJoy.com Catherine Caine

    I have no really great answer except a beaming grin. :)

  • http://www.jessilicious.com Jess Webb

    LOL – LOVE the pink donkey! :) And what a fun way to illustrate such an important point. Okay, point taken – I’m looking for MY pink donkey, now, and I’ll forget all the -ibbulatings and -illaments… ;)

  • Anonymous

    Any story with glitter in it is my kind of story!

    Now, I’ve got to figure out what my version of the donkey is – maybe a sparkly, chartreuse mermaid?

    (Did I mention I’m also known as The Queen of Shiny Things? :) )

  • https://CashAndJoy.com Catherine Caine

    And remember, it’s okay if you don’t have a pink donkey, you just have to focus on talking about the results instead. :)

  • https://CashAndJoy.com Catherine Caine

    I would LOVE a sparkly chartreuse mermaid!

  • http://www.jessilicious.com Jess Webb

    lol – exactly! But Pink Donkey gets me so much more interested in finding them than Results does… :P I mean the same thing, just tricks my mind into making it more exciting…

  • https://cashandjoy.com/so-damn-selfish/ You keep underestimating how selfish I am | Cash and Joy

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  • http://www.anencouragingbird.com BirdyD

    Yes, I too would much rather think of a Pink Donkey than Not Talking About the Thing that I Love to Do.

  • https://cashandjoy.com/you-and-i-talk-niches/ You and I talk about niches

    [...] your niche must value the benefit you are offering. (Not the solution, necessarily. That’s a magical pink donkey, [...]