Essentials Magazine Essentials Fall 2018 | Page 41

Retail Sales
thing you can give away
without advertising it.
SHARING SECRETS
One last, under-utilized
way to get customers to
talk about your store is by
harnessing the power of
secrets. Humans have a
love of insider information,
of knowing stories that oth-
ers might not know.
Men speak vertical-
ly. Did what I say make
you think higher of me
or lower of me? When a
man knows something you
don’t, he wants to share
it so that you think more
highly of him.
Women speak horizontally. Did what
I say draw me in closer or push me
away? Women love to share because it
helps get them into the inner circle.
You can call them “secrets” or
gets them talking about you.
Your best bet for winning those cus-
tomers who don’t know you or “think”
they know you is to ramp up your word-
of-mouth campaign. In the immortal
words of Bonnie Raitt, “Let’s give them
something to talk about.” n
“stories” or even “trivia” but the more
you share them via social media, on
signs inside your store (the bathroom
and the checkout are two good places
to post stuff), on your website, or even
in your advertising, the more your
customers will share them, too, which
EXCLUSIVE SICO STRUT ™
®
PHIL WRZESINSKI is the former owner
of Toy House and Baby Too in Jackson,
Michigan, one of “The 25 best inde-
pendent stores in America” in the book
RETAIL SUPERSTARS by George Whalin
(Penguin 2009). Now Phil takes the
lessons he learned
in a lifetime of
high-level indepen-
dent retail to help
other independent
retailers and small
businesses find
their success. Learn
more at www.
PhilsForum.com.
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