Report Your Demise with Open Ears & Mouth

It’s been said that when Mark Twain was told his obituary had been published in the New York Journal, he issued a statement reading, “The reports of my death are greatly exaggerated.”
     Experts say that didn’t happen. Mark Twain has gained bonus fame from what he never originally said. I won’t be plowing new ground in the graveyard then when I apply the words to a recent report by Windows IT Pro: Microsoft plans to significantly expand the number of retail bricks-and-mortar outlets they operate. About 75 store openings over the next few years. The ultimate online company has decided that reports of the death of B&M are beyond the zombie pale. Unacceptably inaccurate.
     According to the report, Microsoft has decided that retail stores are an excellent way both to listen to the customer and to speak to the customer. One objective is stated as help in moving away from learning about their customers and toward learning from their customers. Another objective is stated as getting the sales message directly to the customer’s ears.
     These are indeed excellent ways to use the advantages B&M offers compared to ecommerce and social media interactions. There are opportunities here to shape your message and gain bonus credit. That point brings me back to the Mark Twain quote and what is said to have really happened:
     According to rumor eradication site Snopes.com, reports of the illness of Mr. Twain’s cousin in 1897 were misinterpreted to indicate Mr. Twain’s imminent death. Mr. Twain issued a statement: “The report of my death was an exaggeration.” He added the word “greatly” years later in a retelling.
     Mr. Twain wasn’t the type of person to claim credit for quotes he never actually uttered. One of my favorite Twain quotes is, “Wagner’s music is better than it sounds,” but Snopes.com says Mr. Twain was careful to credit it to fellow humorist Edgar Wilson Nye.
     Why are so many of these misattributed? In this case it’s probably because we know the name Twain better than the name Nye. When I start out saying I’ve a quote from Mark Twain, I’ve primed you to be ready to chuckle.
     Bringing it back to you, the retailer, when you and your store staff take the opportunity to interact face-to-face with shoppers, you can create your own legendary impressions which will come to mind even when those shoppers go to other shopping sites.

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Attend to Face-to-Face Word-of-Mouth
Gather Comments from Your Customers