When was the last time you strolled into a book store in search of your next book club book? Did you have to go hunting around in the shelves or ask that lady with glasses behind the counter, where you could find the most recent Vampire book? Probably not , more than likely it was right in front of you when you came through the door, in fact you might have even stumbled over it.
Bookstores, Salmon and Museums
See... that book store knew the best way to make that book into a best seller was to put right where you could find it. In a way they knew that putting their best, most in demand things right out there, it would likely lead to more sales of other stuff, like that book on eastern serbian holiday dishes you keep forgetting to get.
The principle here is the same one that every business from Salmon peddlers in Pike Place market to museums know. They draw people in by putting their best stuff in the place that will catch your eye , because you wouldn’t be there if it wasn’t for those the salmon fresh off the boat or that multi-million dollar relic from the fourth dynasty of west kazactkasnezeristan.
They also know, that once you 've bought that salmon, you may or may not buy something else. See...they aren't going for a single sale with out ever seeing you wonderful face again. What they want is, for you to know that you truly have the greatest stuff they could ever imagine and whenever they have a craving for great grapefruits or for seeing great relics or art they will come to you.
No miracles involved
But all of this didn’t happen overnight, that fish peddler didn’t just wake up one morning and decide on his way to his stand that he would start throwing those buggers around. No...he likely thought about it back on the boat, or probably with the wife (who takes care of the books) over morning coffee. She knows about such things ya know.... She knows that one sale won’t pay for enough the diesel fuel to make the boat’s engine do more than cough. She wants those folks from yonkers to go back home knowing that the ONLY place to get great Salmon is from her and Fred’s place and they would ship said salmon free of charge to Yonkers.
She also knows another secret...if those folks from Yonkers don’t buy they will probably tell their friends or order some after tasting the freshly cedar baked sample. So she plans, all this stuff so that it looks normal, she is ready for those folks from Yonkers because she knows what they want. Because she has done her homework and anticipates what those Yonkers folks might like she has ready made fridge magnets that are a constant reminder that Saul and Mildred can just call her up and get that Salmon overnight. And just in cause Saul and or Mildred know how to operate that internet thing she also has that info include.
So...Saul and Mildred go back to Yonkers amazed at how wonderfully nice the fish market couple were. In fact the only thing they really remember about Pike Place Market is the nice couple who took care of them and didn't try to push.
Your turn..
Ok, now let’s us turn this around...how can you do this?
For starters, you need to know that stuff of yours. You need to know where the gems are amongst all the other stuff on your shelves or packed away in your basement. Find those masterpieces, the ones pop the buttons off your shirt because you're so proud of them. Those are the gems of your work, the pieces people would die for the chance to own or even touch.
Next, you need to show that masterfulness off, in a way that elicits lust, bringing all those window peepers in to touch and drool. See, if their mouth waters over your masterpiece it will also water over all your other stuff regardless of whether you think it merits mouth watering. That masterpiece, just raised the value of the rest of your stuff.
The catch here is, you need to plan, and planning includes learning about the buying habits of the nice citizens of Poduntville. They may not be so bowled over about the same masterpiece you sold 500 copies of last week over in Hillndalesville. Instead, you’ll have to find what bowls Poduntians over.
The Secret Formula...
Plan +showoff+ being nice =sales without being a dirtbag.
Related posts:
- Marketing Monday: Truth about Getting Real Any discussion of the kind of relationships you may want to establish with your buyers needs to first travel through the land of friendly selling....
- Don’t miss the real costs Research done by folks working in the field of behavioral economics have discovered we are hard wired sometimes especially around money to do things that...
- Three Immutable Laws: ignore at your own risk! If people can’t find you and figure out if what you’re making is what they are looking for then the likelihood of having to rent...
- Marketing Monday: The Artsyfatsy biz model What exactly is a business model and why is it important? In a nutshell your business model is how intend to do business, note the...
- Six Key Steps to make your Business complete But why oh why do I have to slow down??? You say. Well the thing is that at his point you're probably feeling pretty together...
Comments on this entry are closed.