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How to Spell L-O-C-A-L

Posted On - 27/03/2013 10:26:15

Don't assume people know you're a local businessWhenever I've completed Shopping Preference surveys with the public, they've always highlighted something curious. In working with customers to develop PR about how much the public prefers local independent retailers, I've found something somewhat unsettling.

It's not that our surveys have shown 80% of people say they'd prefer to shop with local independent retailers. It's not that 90% of them believe local independent retailers are better for the local community. And it's not that 80% of them believe local independent retailers care more about customers and service.

It's this: the public isn't sure who you are. As I've interviewed people it's clear they're confused. Some don't know the difference between you and a branch of a chain. Sometimes they're not clear about the difference between you and the local branch of a national multiple. And why would they when some of you do so much to impersonate them. When so many of you striving to look professional end up looking big as well because you simply copied them?

YOU have to go out of your way to tell people you're a local businessIt's easy to think it's blindingly obvious you're a local independent retailer. How could people not realise you're anything but? But however reasonable that seems, not everyone gets it.

Unless you're doing things that make it patently unmistakeable who you are, you have to assume it's not clear. None of this means you're lazy or the public is stupid. It just means there needs to be better communication. And that's down to you.

Right now my Blog Shop Talk® is discussing this very issue. We've just discussed how you ‘sell' the fact you're approachable - friendly and easy to deal with. And we're about to discuss how to ‘sell' you're a local independent business. How you create that connection in peoples minds.

If you'd like to find out how to do this, why not pop over to Shop Talk and take a look at "10 Ways to Get Customers Backing You."


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