MY customers
People don ’ t buy things , they buy stories , feelings and ideas . Whether we like it or not , business is a numbers game relying upon getting customers through the door ( whether online or in person ). Without a high enough customer volume , we will fail to create revenue and the store will cease to exist .
The million-dollar question then becomes , how do you get customers in the store ? This is where the essential tie between sales and marketing exists . This is why the story matters because what you sell cannot be a product alone — it must be the bigger story . Marketing , simply defined , is promoting and advertising — and it should be a vital component in your sales process , for without it , there is no story to win the customer .
However , marketing can often feel like an abstract construct that is costly to implement and near impossible to see results . How do you actually create and communicate this meaningful story ? As the Marketing Director for both Genesis Marketing and Palmetto Fortis where I serve vendors , stores and the Christian private school market across America , I ’ ve learned much about how to grow and manage effective marketing processes that tell the right story . Here are a few essential elements you can implement to craft effective marketing for your store today .
Fundamentally , your messaging must meet customer needs . A new product is exciting to receive and merchandise , but if your customer doesn ’ t need it ( or think they do ), they will pass by a purchase opportunity . Wherever you promote your store and product , it matters first that you craft a message ( the story ) that meets a need . This principle goes for all types of marketing — whether on signage , in print , email and digital advertising , and on your own website or social media platforms .
Example : If you are creating a Father ’ s Day advertisement , instead of , “ New book from Max Lucado ,” try this , “ The perfect gift for dad under $ 20 .”
Next , keep it clear and simple . There are MANY marketing efforts you can invest in today — and it can become overwhelming and exhausting ( and expensive !) to you . The best marketing is focused and provides a clear call to action . Make sure to give important details in your advertising , but avoid cluttering pieces with too many words or images . Each graphic or standalone advertisement should ideally include only one primary message and minimal variation within the design . In email , make sure you have a clear purpose , and if you are covering more than one topic , be sure to aesthetically correspond each message while maintaining content clarity .
Remember , written content and included images should emphasize the same story . It might seem obvious , but it is an easy step to miss . Regardless of the medium , be sure to include a call to action — a way to easily respond and purchase through the piece . continued on page 38 >>
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