In the world of marketing and business, we often strive for perfection, highlighting only the positives and polishing over any perceived flaws. But what if I told you that embracing your weaknesses, or even your outright “skeletons,” could be your greatest strength? This concept, known as “making The Skeleton Dance,” is a powerful strategy for businesses willing to be unconventional and transparent.
The phrase itself comes from a quote by George Bernard Shaw: “If you can’t hide the family skeleton, you might as well make it dance.” Sales and marketing expert Barry Maher took this idea and developed it into a compelling sales philosophy. It’s about acknowledging your product or service’s shortcomings and, instead of hiding them, transforming them into compelling reasons why customers should choose you.
Think about it – in a market saturated with flawless promises and airbrushed images, genuine honesty can be incredibly refreshing and persuasive. But how does this seemingly counter-intuitive approach actually work? Let’s break down the skeleton dance and see how you can apply it to your business.
The Power of Flaws: Why “The Skeleton Dance” Works
The core of “the skeleton dance” lies in flipping the script on traditional marketing. Instead of presenting a picture of unattainable perfection, you present reality, flaws and all, and then demonstrate why those flaws are actually advantages in disguise. This approach works for several key reasons:
- Builds Trust and Authenticity: Consumers are savvy. They can smell inauthenticity a mile away. By openly addressing potential negatives, you build trust and demonstrate that you are honest and confident in what you offer. This transparency can be a powerful differentiator in a world of carefully curated brand images.
- Highlights Unique Value Proposition: Often, what might seem like a flaw is actually a byproduct of a unique feature or benefit. “The skeleton dance” allows you to frame these “flaws” as proof of your commitment to something valuable.
- Creates Memorability: Standing out in the crowded marketplace is crucial. A campaign that boldly addresses negatives is far more memorable and shareable than generic, positive messaging. People remember the unexpected, the bold, and the honest.
- Preempts Objections: By addressing potential concerns upfront, you take the wind out of the sails of potential objections. You show that you are aware of the downsides and have already considered them, often turning them into positives in the process.
Examples of “The Skeleton Dance” in Action
To truly understand the power of “the skeleton dance,” let’s look at a couple of examples, starting with the one mentioned in the original article:
1. The Patient Apparel Company: Turning Slow Delivery into a Badge of Honor
Imagine a company selling apparel to military veterans, firefighters, and other patriotic individuals. Their “flaw”? Delivery can take weeks, compared to the instant gratification of Amazon Prime. Instead of apologizing for this delay, they embraced it and made it a core part of their value proposition.
They reframed the wait time by emphasizing:
- High-Quality Materials: They don’t use cheap, mass-produced materials, implying durability and superior quality.
- Ethical Production: They highlighted handcraftsmanship, contrasting it with potentially unethical labor practices in fast-fashion industries.
- Personalized Attention: Each garment is made with care and inspected, emphasizing quality control and attention to detail.
- Lasting Value: The products are built to last, becoming heirlooms rather than disposable items.
By “making the skeleton dance,” the long delivery time transformed from a weakness into a symbol of quality, ethics, and lasting value. Customers weren’t just buying apparel; they were investing in a product with integrity and a story.
2. Roseburg, Oregon: Capitalizing on Negative Media Attention
The original article also provides a fascinating example of “the skeleton dance” applied to a location – the town of Roseburg, Oregon. After a tragic event and negative media portrayal, the town faced an uphill battle to attract businesses and residents.
Instead of trying to ignore or deny the negative press, the proposed marketing strategy was to confront it head-on. The idea was to run bold advertisements in major Californian publications with headlines like: “Why Roseburg Oregon Is The Safest And Most Profitable City In America For Overtaxed and Over-regulated California Companies.”
The ad copy would:
- Acknowledge the Negatives: Openly discuss the challenges Roseburg had faced, including crime, unemployment, and negative media coverage.
- Pivot to Opportunity: Immediately transition to explaining how these very challenges created unique opportunities for businesses, particularly those fleeing high-cost, heavily regulated states like California.
- Highlight Undervalued Assets: Showcase Roseburg’s hidden strengths – its potential for economic growth, strategic location, burgeoning entrepreneurial scene, and the influx of businesses and professionals seeking a better environment.
By acknowledging the “skeletons” in Roseburg’s closet – the negative headlines – and then making them “dance” by highlighting the opportunities those negatives created, the town could potentially attract businesses seeking a fresh start and a less competitive environment.
How to Make Your Own Skeleton Dance: A Practical Guide
Ready to try “the skeleton dance” for your own business? Here’s a step-by-step guide:
- Identify Your “Skeletons”: Be honest with yourself. What are the perceived weaknesses or negative aspects of your product, service, or business? This could be higher prices, longer lead times, a less-than-perfect location, or anything that might be seen as a disadvantage compared to competitors.
- Analyze the “Skeleton”: Dig deeper into each perceived flaw. Why does it exist? What are the underlying reasons? Often, these “flaws” are byproducts of your strengths or unique approach.
- Reframe the Narrative: This is where the magic happens. How can you reframe this negative into a positive? Can you connect it to quality, ethics, exclusivity, or a unique benefit that your target audience values?
- Communicate with Confidence and Transparency: Don’t be defensive or apologetic. Own your “skeleton” and present it with confidence. Transparency is key – explain why this “flaw” exists and how it ultimately benefits the customer.
- Highlight the Upside: Clearly articulate the advantages that come because of this perceived weakness. Focus on the unique value proposition that your “skeleton” helps to create.
Conclusion: Embrace Imperfection, Achieve Marketing Success
In a world that often demands flawless perfection, “the skeleton dance” offers a refreshing and powerful alternative. By daring to be honest about perceived negatives and reframing them as positives, you can build trust, stand out from the competition, and create a memorable and persuasive marketing message. So, identify your skeletons, put on some music, and get ready to make them dance. You might be surprised at the marketing gold you uncover.
