{"id":235,"date":"2009-01-08T01:05:00","date_gmt":"2009-01-08T08:05:00","guid":{"rendered":"http:\/\/danoday.com\/blogWORDPRESS\/2009\/01\/08\/commercial-strategy-educating-the-customer\/"},"modified":"2009-01-08T01:05:00","modified_gmt":"2009-01-08T08:05:00","slug":"commercial-strategy-educating-the-customer","status":"publish","type":"post","link":"https:\/\/danoday.com\/blog\/2009\/01\/commercial-strategy-educating-the-customer\/","title":{"rendered":"COMMERCIAL STRATEGY: EDUCATING THE CUSTOMER"},"content":{"rendered":"

<\/p>\n

A radio station sales manager asked if I had any ideas for a relatively new client: a small, independently owned hardware store. Just one location, in the center of a small town. The store didn’t seem to have any obvious Unique Selling Proposition. <\/p>\n

So I thought about my own rare ventures into hardware stores and quickly realized a key emotion that I suspect is felt by many customers: Fear.<\/p>\n

Not heart palpitating, sweat producing, shortness of breath inducing fear. More like uneasiness, a pronounced uncomfortableness. <\/p>\n

Will I be able to find the tool or accessory I need?<\/p>\n

How will I know which item to buy?<\/p>\n

How will I know how many or what size I’ll need?<\/p>\n

If I can’t find what I need, will a store employee be able to help me? Will they laugh at my ignorance?<\/p>\n

This immediately led me to suggest a very powerful strategy utilized by too few advertisers: Education.<\/p>\n

I suggested a series of commercials in which the store owner answers the most common questions posed by do-it-yourselfers in a relaxed, conversational, non-threatening manner….<\/p>\n

Hi, I’m Ed Proprietor of Ed’s Hardware Store. A wrench is a pretty simple tool. But if you ask someone to hand you a wrench, they might say, \u201cWhich wrench do you want? Pipe wrench? Monkey wrench? Crescent? Open-ended? Box wrench?\u201d Here’s a quick & easy explanation of the differences. (EXPLANATION GOES HERE.)<\/span> The reason we carry so many different kinds of wrenches…and hammers, and saws, and screws & nails all kinds of thingamajigs and whatchamacallems… is because we want to make sure we have exactly what you need. Having helped thousands of (LOCAL)<\/span> handymen & women, carpenters, electricians, and part-time fixer-uppers over the past 15 years, you can pretty much count on our having what you’re looking for. And if you’re not sure what it’s called, don’t worry; we’ll know. I’m Ed Proprietor of Ed’s Hardware Store on Main Street in Smalltown. Stop by today; we’re here to help.<\/p><\/blockquote>\n

Where would YOU rather shop: At a hardware store where the clerks don’t know and don’t care…or at a hardware store where the clerks are eager to answer your questions without making you feel stupid?<\/p>\n","protected":false},"excerpt":{"rendered":"

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