Paul Sellers was standing in line at one of his local big box store (in my part of North America, it’d be a Home Depot or Lowes), and he happened to glance at some of the packaging for otherwise pretty ordinary tools:
I’m never sure when it started, a point where you could no longer determine what something is by its name. A form of sensationalism was somehow loosed and we lost sincerity to titles declaring ‘not ordinary’ that hid what was, when all said and done, intrinsically quite the ordinary. All the handsaw makers followed suit latterly with model names like piranha, sabretooth and barracuda. Then they backed up claims with reference terms such as, “Using a handsaw impacts on all the muscles and joints in your arm. The ERGO™ handle is designed with users, tasks and environments in mind to make the job…” blah, blah, blah! The truth is that saw makers of the 18th century put far more effort into the development of ergonomic design of saw handles than any modern maker and all modern makers either copied what existed or dumbed down the designs to come up with the most basic one-size fits all design.
Photo by Paul Sellers
In reality of course nothing’s really changed except that the handles are pre moulded plastic and the teeth cannot be sharpened any more. I was in my local builders merchants waiting to pay and stood staring at the signage of the two nearest products facing me. Whereas these stab saws and jab saws convey a sense of brutalising aggression, it’s the marketer that suggests that this is what the buyer needs. Aggressive marketers think that that is indeed what the user wants, a kind of macho-man aggression to his work. The packaging has changed to use brighter hi-viz lines, letters and numbers with rip tares and wild hogs with tusks as the marketers way of connecting the would-be user to a sale of his products. Imagine, even a common degreasing agent remains the same as it was ten years ago is packed and wrapped with a punchy headline header, “Cleans like crazy!”, too, but why the wild ‘Mad Hog’ title replete with tusks? Reminds me of the Arkansas Razorback football team. What they don’t probably realise is that they would have sold as well without it. I guess they thought that they had that insider knowledge of what the trades people needed, right?
My suspicion is that there are really two distinct markets for tools and tool-related products like these. The first, and more stable market is the trades, where the demand is probably pretty steady and unlikely to shift much no matter what the marketers put on the packages. Tradespeople generally like to use known brands that they can depend on for consistent value at a given price point. These folks aren’t the target for all the marketing flash and bumf — they’ll keep buying the “Old Reliable™” brand until/unless they sell the brand to a cheaper manufacturer and the quality of the end product starts to slip. The target instead is … you. You, the non-regular user of “jab saws” or “stab saws” or even degreasing agents. You probably don’t have much recent experience with any of the current brands of tools, so you’re significantly more likely to be swayed by how the tools and materials are marketed. You’re the sucker who (they hope) will fall for the bright colours, eye-catching packaging, and mucho-macho descriptions.
And they wouldn’t keep doing it if it didn’t work.
