Who you are really selling to
Picture the few kinds of people you are really posting for.
You don't have one customer, you have a few kinds
Most shops picture one average customer and talk to nobody. You serve a few different kinds. Name them, and you can write to one at a time.
Read →What are your customers really buying?
People don't buy the product, they buy the job it does for them. Work out the real job, sell that, and your posts stop listing features nobody cares about.
Read →Sell the feeling, not the features
For a lot of what small shops sell, the real purchase is a feeling. Name the feeling, show it honestly, and let the product carry it.
Read →Make the customer the hero, not your shop
Most business posts talk about the business. The ones that land make the customer the hero and cast your shop as the helper. Here is how to flip it.
Read →Being local is your strongest card
People back their own. Being from here is the one thing a chain can never copy, so put where you are from at the front, not in the small print.
Read →Guides written for your trade
Ten trades, each with what to post and the ideas that work for it.
Open the guides for your trade →