Fly on the E-Commerce Cyberwall

The Power of Personality
I was on the road yesterday.

It was a familiar road through the heart of Minnesota apple-growing country.

Many big barns along the route have been converted into comfortable and trendy seasonal farmer's markets. I spotted all the familiar signs along the way.

But there's only one of them that I have a real urge to stop at someday. And yesterday I realized why.

While all the other markets nail a big CLOSED sign over their signs as soon as the growing season ends, this one does something different.

They use their main sign to communicate with their customers. Each time I travel that route, I see something different on their sign. This time it said, "We're just finishing our pruning for the next summer."

And I realized the effect that small effort to communicate has on me. I've always wanted to drop in on that store during the season. I believe it's because I feel like I know that place.

Each time I pass, I learn a little bit more about what goes into running an apple orchard. Each time I feel like I'm getting to know the people behind it. Each time I sense the passion those people have for their orchard. And I feel like I'd enjoy their market. Just from the way they use their sign.

People are hungry for communication. Your potential customers are hungry for communication. Give them a sense of the passion you want to share with them and you'll get their attention.

Because that sense of passion and that willingness to simply communicate is so rarely seen.
Jeff

Labels: building relationships, copywriting, marketing