Explaining the Unexplainable

Harnessing the power of storytelling in your business

I attended Texas A&M University, which means I've participated in traditions that, to outsiders, make about as much sense as a screen door on a submarine. One of those traditions is Midnight Yell Practice, where thousands of Aggies gather in Kyle Field at, as you may have guessed, midnight to practice cheering for a football game that hasn't even happened yet. Yes, we voluntarily stay up late, yell at nothing, and pretend it's perfectly normal.

Try explaining that to someone who didn't attend A&M, and you'll get the same confused expression you see when you tell a client that a well-executed branded merchandise campaign can drive more ROI than traditional advertising. The thing is, Midnight Yell isn't just about practicing yells - it's about belonging to something bigger than yourself. And that's precisely what great brands do when they tell compelling stories.

In business - especially in the promotional products industry - we spend too much time explaining the unexplainable. Why does branded merchandise work? Why should a company invest in high-quality merch instead of the cheapest swag available? Why is it worth branding something that people will keep rather than something that feels more like brandfill? The problem is too many people try to answer these questions with data, facts, and spreadsheets. And while numbers have their place (unless we're talking about my college GPA, in which case, please don't ask), they don't move people to action. Stories do.

Think about it: If Texas A&M tried to explain Midnight Yell with just statistics - "Over 25,000 students attend, and noise levels reach X decibels" - would that make it compelling? Not a chance. But tell someone a story about standing in the stadium, surrounded by a sea of maroon, feeling the energy build with every yell, and suddenly, they get it.

Brands should work the same way.

You don't have to be Billy Shakespeare to make storytelling work for your business. You just have to frame your brand in a way that makes people feel something. Here's how:

1. Make the Client the Hero - Too many brands tell stories where they are the main character: We've been in business for 30 years. We are super creative. We have the deepest network of suppliers in the industry. Guess what? No one cares. The client cares about their own story. Position your brand as the helpful guide that makes their life easier. Think Obi-Wan Kenobi to their Luke Skywalker - or if you're a Ted Lasso fan, Coach Beard to their Ted. Instead of saying, Our company offers eco-friendly branded merch, try: Imagine handing out reusable drinkware that your customers love so much that they use it every day. Now imagine every time they take a sip, they think of your brand. That's what we do. See the difference?

2. Use REAL Examples and Avoid "Marketing Speak" - We've all seen those generic marketing phrases: Game-changing solutions! Disruptive innovation! I'm even rolling my eyes as I type this. Instead of buzzwords, tell real stories about how your merchandise solutions have helped a business. Maybe a company switched to high-quality branded apparel and saw a huge boost in employee morale. Or perhaps a nonprofit used a custom direct mail piece that increased donations by 40%. A story about a real client will always be more powerful than vague promises.

3. Create an Emotional Connection - Nobody gets sentimental over a rehearsed "elevator pitch." But people do get emotional about memories, experiences, and relationships. Branded merchandise - when done right - taps into those emotions. A thoughtfully chosen gift can make a new hire feel like they belong. A well-branded giveaway at a trade show can spark a conversation that turns into a long-term client. When you tell a story, think about the emotional outcome. Instead of boosting brand awareness, what if you're making people feel like insiders? Instead of increasing sales, what if you're helping clients create meaningful touchpoints with their audience?

At the end of the day, Midnight Yell isn't about yelling - it's about feeling connected to something bigger. And promotional products aren't just about slapping logos on stuff; they're about helping brands tell stories that stick.

So, the next time a client asks, Why should I invest in branded merchandise?, resist the urge to bury them in data. Instead, tell them a story. Show them how a well-placed promotional product created brand loyalty, sparked a conversation, or made a lasting impression. Because when you can explain the unexplainable through storytelling, you won't just sell products - you'll create believers.

And if all else fails, just take them to Midnight Yell. If they can make sense of that, they'll understand just about anything.

Gig 'em.