July 5, 2022
3 Ways to Better Engage Your Customers
Cassel Bear, the marketing partner of the Ohio Hardwood Furniture Guild, offers three tips.
Are you ready to break away from marketing that sounds like everyone else?
Relying on well-worn phrases such as “handcrafted”, “high-quality”, “heirloom” and a host of others is unlikely to separate you from your competition.
That doesn’t mean you should scrap them altogether. These familiar terms can be an effective shorthand for what you have to offer (and support search engine rankings). But if you want to differentiate yourself, you’ll need to find a fresh voice and new ways to communicate your value. Cassel Bear, the marketing partner of the Ohio Hardwood Furniture Guild, offers these tips:
- Talk less about the things you sell, and speak more about your customer’s experience.
For instance, furniture retailer West Elm doesn’t boast the “latest designs”; it offers “small space solutions” and “spa-worthy upgrades.” Rather than “high-quality furniture”, Pottery Barn invites customers to “embrace a care-free state of mind.”
- Be specific. Or, as Mark Twain said, “when you catch an adjective, kill it.” If quality is important to your customers, don’t just rely on vague, overused terms like “high-end” or “handcrafted.” Detail what that means. From materials and joinery to a multi-step finishing process, how exactly does your customer benefit?
- We’ve all grown skeptical of marketing speak, so don’t hesitate to invest in your brand visuals. Professional photography, an up-to-date website and well-designed marketing materials can go a long way in showcasing your value before you ever say a word.
To see examples of ways businesses have improved their marketing program, visit www.casselbear.com/work.
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