Storytelling that Sells (and gives back), Part 3: Toms

You may be familiar with TOMS for their well-known Alpargata line, a canvas shoe designed based on a traditional form of Argentinian footwear. However, the company has since expanded to produce boots, hats, clothing, and accessories.

While the company has had its share of ups and downs, it demonstrated some great examples of how business storytelling can help sell and create a loyal customer base.

A Unique Story and Sales Model

On a trip to Argentina, TOMS founder Blake Mycoskie was inspired by the children living in poverty, some of whom could not afford shoes, preventing them from attending school. To help support them, he created the one-for-one model by which every pair of shoes purchased would result in a pair being donated to a child in need.

By sharing their founder’s story and focusing on social responsibility, TOMS created a system by which customers wanted to buy because it felt good.

Maintaining Values while Pivoting

The giving model became hard to sustain due to competitors replicating it and selling a similar shoe at lower prices, forcing TOMS to pivot.

Although TOMS no longer offers the one-for-one model that built the brand, the company is still very much true to its core value of giving back to those in need and sharing this with its customers. TOMS now puts 1/3 of its profits into the TOMS Impact Fund, which supports local community organizations to boost mental health, increase access to opportunity, and end gun violence.

How do I know all of this? It’s displayed as clear as day on their website!

Sharing Impactful Stories

Under a tab called “Impact,” TOMS shares stories of their staff and how they have impacted the lives of various people through their fund. They also transparently display where all the money goes from the Impact fund so that you, as a consumer, know what your purchase is supporting.

And, of course, they even updated their slogan to be short, simple, and encompass their company values – “wear good,” a slogan that tells a story and makes the customer intrigued to learn more.

So how can you learn from TOMS

And boost your business through storytelling:

Share your founder’s story – people want to know the inspiration behind your business. Those ordinary moments turned extraordinary that warm our hearts and allowing us to connect with a brand.

Be socially responsible – people like to spend their money in a way that feels good, so let your customers know how you practice social responsibility (donations, volunteering, or advocating for a particular cause, etc.).

Stay true to your values –define and share your brand values and stick to them. While the TOMS sales model changed, the company values did not.

Be transparent – share stories of your customers and staff, and let people understand the value of working with you. A review from a client/customer is one of the best stories you can tell.

I am an avid believer that storytelling is for all businesses. Ready to start sharing your story? Let me support you!

If you missed it, check out Part 1 and Part 2 of the Storytelling that Sells series!