Isaac Vasquez - A Rug and Buzz Master in Oaxaca, Mexico

On a recent trip to Oaxaca, Mexico, I had the chance to see a natural buzz marketing expert. In Teotitlan del Valle, about 15 miles outside Oaxaca, Isaac Vasquez is recognized as one of Mexico's leading rug designers. His works have been displayed at museums around the world, sold in galleries in Santa Fe, New Mexico and other international locations, and written about in magazines and newspapers in many different countries. His handmade rugs are famous for their intricate designs, historical representations of Zapotec culture and vibrant colors.

When my wife and arrived at Isaac's studio, I remember saying "We will not buy a rug." However, Isaac's charm along with a fascinating explanation of how the rugs are made made it impossible not to buy. Isaac showed us a cactus leaf with cochineal larvae which are harvested and mixed with calcium, carbon and other natural elements to create vibrant reds. Other natural materials are used to make a rainbow of other colors. Then, natural wools are dyed and woven on huge looms into beautiful rugs like the one picture on the left.

After using interesting props to explain how rugs are made, Isaac showed us a wide range of books and magazines that had featured his work over the past 25 years. Then, he introduced us to some female members of his extended family who are also  rug makers. These women showed us Isaac's rugs for sale along with some of theirs. After getting such a thorough look at Isaac's artistry, my wife and I quickly agreed that we had to leave with a rug even if it stretched our budget. When I returned home, I found reviews of Isaac's business on TripAdvisor and discovered that I was not alone in being converted from a reluctant shopper into an enthusiastic buyer thanks to Isaac's masterful demonstration and high quality products.

As we drove away, I thought about how unusual it was for me to purchase an expensive piece of art. Then again, I can't recall an artist ever taking so much time to explain his work. Many artists and entrepreneurs could take lessons from Isaac on the importance of taking the time to explain how their products are created and how they are valued. Too many assume that people can just figure out this information on their own. Sadly, they fail to realize that education not selling is the best way to get people to put down their guard and make large purchases.