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 Propositions (lowest prices, free delivery, etc.).<\/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:<\/p>\n
Fear.<\/p>\n
Not heart palpitating, sweat producing, shortness of breath inducing fear.<\/p>\n
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\u2019m Ed Proprietor of Ed\u2019s Hardware Store. A wrench is a pretty simple tool.<\/p>\n
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<\/p>\n
Here\u2019s a quick & easy explanation of the differences. (EXPLANATION GOES HERE.)<\/span><\/p>\n
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.<\/p>\n
Having helped thousands of (LOCAL) handymen & women, carpenters, electricians, and part-time fixer-uppers over the past 15 years, you can pretty much count on our having what you\u2019re looking for.<\/p>\n
And if you’re not sure what it\u2019s called, don’t worry; we\u2019ll know.<\/p>\n
I\u2019m Ed Proprietor of Ed\u2019s Hardware Store in Smalltown, on Main Street, right across from the Post Office. Stop by today; we\u2019re here to help.”<\/p><\/blockquote>\n
Where would YOU rather shop:<\/p>\n
At a hardware store where the clerks don’t know and don’t care?<\/p>\n
Or at a hardware store where the clerks are eager to answer your questions without making your feel stupid?<\/p>\n","protected":false},"excerpt":{"rendered":"
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