Our Blog

Sign up today for our weekly email packed with tips, tools, trends, and tactics to TRANSFORM your 2020!

What Women’s Hosiery And FANtastic Marketing Have In Common

December 16, 2019

Who here would have expected a woman’s delicate’s company to produce FANtastic Marketing that made me sit up and take note? It wasn’t me—and considering all of the companies I do business with year after year, I was surprised that one of the most outstanding examples of that little “extra” that can make customers end-of-year FANtastic would come from Sheertex. But here we are.

It’s Not Your Grandmother’s Hosiery

You might be surprised (or not) to learn that the last “update” to hosiery was alongside the invention of Spandex in 1959. And if you’re a woman regularly wearing pantyhose or tights you might be asking yourself, “why has no one come up with anything better?” While a cheap drugstore pair of hose may only cost about $5 they’re also likely to tear well before you’ve walked out your front door. From snagging on toenails to catching on furniture corners to being slightly too small, hosiery is a HUGE waste of money for something that for many of us working women feels necessary. Add to that all of the spandex getting dumped into landfills year after year and you have a problem on your hands. Sheertex is trying to change all of that.

Katherine Homuth is the organization’s founder who, like many of today’s entrepreneurs, set out to solve a problem—the constant ripping and tearing of pantyhose. It took over a year of research and development to create her patent-pending Sheertex knit, which is claimed to be strong, flexible and sheer. And it’s also made out of the same material found in bulletproof vests. While these hose are not bulletproof, that’s still a pretty FANtastic fact! Selected as one of TIME Magazine’s top inventions of 2018, this is certainly a brand that is going places. Plenty of reviews believe so, too!

My FANtastic Sheertex Experience

As it turns out, this company isn’t merely FANtastic due to their innovation and growth—about 50% of sales are U.S. based, 25% are Canada based, and the rest are spread across the globe—but also because of their marketing efforts! Not long ago, I received a photo postcard from Sheertex thanking me for my order. Not unusual. But they took it a step further and included a handwritten note on the back that reads, “You are unbreakable, Meredith! <3 The Sheertex Team.” WOW!



Let’s break down this FANtastic Marketing example:

  1. They made the order about me with the use of “You.” They didn’t simply thank me for my order—they took an extra step and personalized it. This wasn’t something they pre-wrote and are sending in every box. It was written for me.
  2. They tied it into their brand messaging, “Shop the world’s first unbreakable sheers.” By including the word “unbreakable” in their message, they tied it back to the company without it feeling like it took away from the overall sentiment.
  3. Nothing beats a handwritten note. In today’s world of technology, it’s easy to send an email or a text to thank you for your order. Handwriting is thoughtful, personal, and FANtastic Marketing.

FANtastic Marketing Can Be Simple

Does this seem simple to you? A simple way to make a huge impact on your customers? Because it is. And yet so many of us let these simple gestures fall through the cracks. As a result, we don’t create FANS out of our customers—we don’t make them giddy with excitement to do business with us. They’ll merely work with us until another brand comes along that is less expensive or more convenient.

Sheertex understands the FANtastic Marketing difference when it comes to building a customer base. It comes naturally to them. However, if it doesn’t come naturally to you, that’s okay! It’s easy to learn. In fact, I’ve written an entire book about this very topic. The recently revised and updated Second Edition of FANtastic Marketing: Leverage Your Fan Factor, Build a Blockbuster Brand, Score New Customers, and Wipe Out the Competition is available for purchase on Amazon now.



Leave a Reply

Your email address will not be published. Required fields are marked *

Tags: , , , , ,

Categorised in: ,

Want us to get started working for you?

Call 866-227-9769

Contact Us



Introducing the New Google Analytics

Share on FacebookShare on TwitterShare on Linkedin Small businesses around the world use Google Analytics to measure and analyze website performance. Google Analytics has helped countless business owners refine website content, measure conversions, and scrutinize marketing channel performance. On October...


Major Changes To Google Ads Impact New Home Marketing

Share on FacebookShare on TwitterShare on Linkedin On October 19, 2020, Google implemented major changes to the Google Ad platform for advertisers in the housing industry. The new restrictions placed on audience targeting criteria are designed to prevent biases against...


Gearing up for the HBGS

Share on FacebookShare on TwitterShare on Linkedin Meredith Communications is excited about our upcoming Home Builder Growth Summit (HBGS). This event would not be possible without our valued sponsors. In last week’s blog post, we recognized our Presenting Partner Sponsors. ...


Subscribe to receive updates about our products and services:

Contact Us

8311 Brier Creek Parkway
Suite 105, PMB 428
Raleigh, NC 27617

Phone: 866-227-9769
Fax: 321-226-0246

Privacy Policy | Copyright 2020

Get Whova Home Builder Growth Summit

Summit Ticket Registration


You’ll love our weekly email packed with tips, how-to’s, and strategies to drive more traffic, leads, and sales to grow your business, plus: