Written by: Susie Pecuch
Imagine you’re on beautiful Anna Maria Island off the west coast of Florida. You take a break from the sun and make your way up the island’s main street. You stroll past several stores that feature the expected beach t-shirts and souvenirs, huge sale banners and then you come across… This hand-painted sign that reads: Our shop is Open just for you!
Curious? Put a smile on your face? Perhaps you’ve learned something about who is inside before your hand even touches the doorknob?
As business owners, we get customers in the door any way we can – sales, blogs, ad campaigns, but let’s ask ourselves, “What is the REAL goal?”
The “Open Just for You” sign is at an art co-op where local artists sell art and products featuring the beach. The store, called The Back Alley, bills itself as “wild treasures for funky souls.”
I like art. I like to think I am a funky soul. Even more, I like to think that I am special enough that someone is open “JUST for Me.” To top it off, I can’t resist a great moment that makes me smile. Can you?
Will people buy because of an ad campaign, or a sale? Yes, they will. But will they feel connected to you?
Connection means taking the five “P’s” of the marketing formula: Product, Price, Place, Promotion and People and adding one more, Personality.
Your “Brand” is your personality, the emotional component of business. People buy most often based on emotional connection. They know you. You care. They trust you.
SO here is the real MOMENT THAT MATTERS in business and, it’s not the sale:
It’s the moment when your customer “sells” you to someone else – it’s “word of mouth” marketing. We can spend our energy looking for new business, but if we ignore opportunities to connect with our current customer they don’t bring us, other customers. They don’t and it’s just not smart.
So, what do you want them to walk away and say about you?
Now, look at your front door, your website, listen to how you sound on the phone. If you were your customer – what would you walk away and say? Are you designing moments that create Connection?
If not – there’s a whole marketing team that is just waiting to work for you!
Susie Pecuch helps businesses deliver bottom line results by creating word of mouth marketing. She has worked with some of the top brands in the world including Disney, NIKE and Singapore Airlines. Now she is taking her message to entrepreneurs and small business owners at the Focus On Entrepreneurs Conference April 27-28 at the Wyndham Grand Resort on Clearwater Beach. Get your tickets here!