Press releases and comments on blog posts are ways for you to start others talking about the distinctive benefits you provide to the people who shop in the communities where you do business. Publicity for your store isn't a substitute for advertising, but it does have one gigantic advantage over advertising—the praise is seen as coming from somebody else, not just from you. When somebody else says what a good job you're doing, people give it more credibility than when you're the only one saying it.
The challenge is that every one of us already has plenty to talk about. This is why I emphasize the word distinctive . What do you offer that sets you apart from others? Being distinctive doesn't mean you are the only one around who is doing it, but it does mean that you're different from most.
Do you offer the broadest selection in town? Then find a blog devoted to people who use the sorts of items you carry and make a posting or comment which tells about the most unusual items you stock in that category.
Do you have staff members with backgrounds that give them both expertise and passion about the products? Unfortunately for most consumers, this mix of knowledge and excitement is truly unusual in stores. Many of us as customers are faced with sales staff who would rather devote their attention to talking to each other than to helping us find what electronics components, artwork, or fashion accessories will fit together and fit our needs.
But unfortunate as this fact is for consumers, make this fact fortunate for you. Send off a press release which briefly describes the fascinating background of one of your passionate experts.
Shout it out with justified enthusiasm, and that enthusiasm itself can make you distinctive.
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