Tip:
Highlight text to annotate it
X
Mike Johnson at Vexxt Business Growth. Today I want to talk about editorializing your content
or items in your store. Youíve really got to tell them why to buy. You canít just throw
it up on the wall or rack or whatever and expect them to come in, select it, and go
right to the register. People buy for emotional reasons and youíve got to provide some of
the insight. Think like they do and confirm their thoughts. So, I got a catalog just the
other day andójust to set up this scenario a little bitóthe first few pages were essentially
kind of like a ìmag-alogî. Editorial comment mixed in with the catalog. They had a featured
designer adding their take on certain accessories for the home and decorating ideas and furniture
and so forth. Well one of the little call-outsóand in this image itís in aÖitís got the red
border around itóitís hard to see, but it says something to the effect of, ìItís so
easy to say I donít need that, and of course you donít need it, but itís the kind of
piece that elevates your room from ordinary to stylishî. So this is almost like a testimonial
from a professional. And right at the beginning theyíre dealing with one of the common objections
that somebody has: ìthis is perhaps a frivolous item,î or, ìI donít need to replace something
thatís not broken,î and so forth. But theyíre telling you, essentially the subtext is, ìItís
OK to get this. It looks good, itís going to make you feel good. Your companyís going
to come over and see this piece youíve got in your room and theyíre going to love it,î
and so forth. So theyíre really appealing to this idea of self-gratification and so
forth. And then, in another instance, it talks about, ìDonít use just one frame.î I believe
it says something like, ìThe design of this office was focused on these multiple frames,î
and it says, ìIf I had used just one picture frame for this the room wouldnít be as impactful.î
So theyíre telling you why from a design point of view why they did that, but from
a selling point of view theyíre saying, ìHey, donít buy one, buy a whole bunch.î It could
be a glaring upsell to some people but for others it really confirms that, ìHey, itís
OK to get a couple,î and, ìYeah, I like how this looks.î So donít be afraid to use
these ideas or steal from this print catalog, or borrow these concepts. If it makes sense,
put a sign in your store, essentially with similar copy. It could be something you say
about the collection or the items you carry. But one key thing in here thatís kind of
going unsaid is that it doesnít have to be just your industry or your niche. You can
look at other niches and see what they do thatís effective and figure out how to make
it work for your store and your retail niche. And this comes from print, but by all means,
you could have this same kind of thing, whether itís a video in your store, or a sign you
make or just part of your normal sales conversation. So be on the lookout for these kinds of ideas.
In the meantime visit vexxt.com and be on the lookout for the new coaching course.