Coffee, Tea, and the personality baker
Coffee, Tea, and the personality baker
Copyright Henry James 2022-2023
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Quick question for you: What makes people remember someone else?
Often it's because the person had something memorable about their personality....and you know that is true.
It may have been something good about their personality - or bad - either way that person was memorable.
Yet, many businesses don’t market, or sell, with a major personality of their own. In fact, many would deride the idea.
I believe that is a huge mistake for most businesses. Otherwise, how are people going to see you are different?
Here is an example:
The Town Mill Bakery, Lyme Regis, England. Tucked down a little side street, next door to a photography studio and hairdressers. On the approach, they used to have attached to the sidewall of the studio a WYSIWYG statement of intent, not some boring statement but one with great personality, masses of humour and leaves you in no doubt as to what their business does, what you will get inside and what is expected of you as a customer.
They make wonderful organic bread, in the store (and I do mean wonderful bread). And they are a patisserie and a cafe. Their opening hours? They try to keep regular hours but it also depends on what’s being baked during the day, the season, oh, and what’s on the telly!
And it's all low-key inside. You sit on big benches with loads of other people, share and pass around the butter and marmalade (you buy a loaf, sit down, slice up, butter up, eat up) and you can have coffee [lovely BTW], cakes, etc. too. And read a book or newspaper. They do breakfast & lunch. They used to do dinners too, but not at the time of writing.
The key thing is the business was consistent with its sales message on the side of the studio - WYSIWYG.
But why is this relevant to you?
Simply this.
To help become the prospect's emotional favourite [something I will expand on in another blog], you have to have something about your business and personality that tells the prospect what you can do for them, what they can expect of you and you then diligently over deliver it.
Doing so will make sure you are remembered when they shift from being a happy bunny with someone else's services they currently have, to a less-than-happy bunny and are considering moving to a different agent and are going to do something about it.
If you want to know more about how you can use someone's dissatisfaction with a current provider and turn that into business for you, before they actually start looking for alternatives, then go to my friend Craig Elias' site at www.shiftselling.com. I suggest his book too.
So, to boost recall, retain more clients and get more new ones, address your prospects with the right message, the right way, and do it with full congruency and watch the difference it makes.
Next time I am in Lyme Regis I know where my emotional favourite lies - Town Mill Bakery. Here is their website: www.townmillbakery.com. You will find them at Coombe Street, Lyme Regis, Dorset, DT7 3PY.
Until next time,
Henry.
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About the Author:
Henry James is a marketer with a passion for estate agencies and the property sector and specialises in marketing systems for estate agents and those in the property sector.
He helps you attract, convert and retain business to help businesses like yours make more money!
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