Retail Marketing Tip
Tip #397 - Give Them A Reason to Read
(2/11/10)
Dear Tip of the Weeker,
One of your challenges as a retailer is to find genuine, authentic reasons to communicate with your customers.
Sending information about your favorite products or updates about your latest promotions are fine, but if that’s all you ever talk about, your customers will soon lose interest.
They will stop reading your fliers and newsletters, they will stop reading your social media posts, and they will unsubscribe from your e-mails.
To keep them reading, expand the scope of your information and become a broader resource for your customers.
Don’t just tell them about you and your products; give them news and information that will make their lives better, solve their problems, or spark an interest. You have to make them WANT to read the messages you're sending.
One of many possible ways to keep them reading is to become a "Trusted Expert"
You’re probably already an expert in your field, you just need to communicate your expertise to your customers.
Ask yourself the question, “What do my customers ask me about when they come in my store? What interests them? What do they like to chat about while they are in my store?” The answer to these questions will give you some insight into the content you should include in your newsletters and social media posts..
You might try sending...
- Expert product reviews
- Expert how-to tips
- Expert "where-to-go" advice
- Expert opinion or commentary
Here are just a very few examples...
- A bike store owner could write reviews of local bike trails.
- A pet store owner could give tips on better pet care.
- A yarn store owner could send a knitting technique tip (great via video!)
- A home decor store could send color trend updates.
Making sure your customers get all this valuable information is a wonderful reason to communicate regularly with your customers. Communicating your expertise is a great way to actually keep them reading!
