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Secrets
An easy concept when you’re a retailer. We know that where your business is based will affect how many people come past your door. And as a result, town centre premises charge more for rent than out of town space is likely to.
But the same rule applies for other businesses – in two ways. The first is your physical location again – you are likely to expect visitors once you have premises or at the very least to employ staff, so parking is critical. Are you easy to find? If not, do you have directions on your website or your literature? Even if you’re located remotely – is there a sign outside the office or something in the window to indicate who you are?
The second is on your promotional material. What do you say first on your flyer, packaging or catalogue? Is the core message that you want to get across the first thing that your customer sees? Where’s the call to action – what do you want them to do next? Getting the headline right grabs the attention of the reader and the same is true on your website - the location of your main message is critical.
If you have a counter or deal with the public, how are you using your display area? The first thing customers see isn’t always what you want them to notice when you stand back and check! Remember the marketing mantra AIDA Attention first, then Interest (does it relate to me?), Desire (I want it), Action (how can I get it/what do I do need to do next?).
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