Is Specialty Retail Going the Way of Home Milk Delivery?

I did something 21st century mundane the other day: I shopped for an iron. Which means I never left the chair in which I’m presently seated. Our old steam iron (a wedding present from thirty years ago?) died and so I did what we would all do: Googled “steam iron reviews” and began poking around. Within minutes, I had narrowed down my choices regarding brand, preferred features and price range. I then checked reviews of people who had gone before me and actually purchased the models in which I was interested. I decided on the model I wanted, and found it available online and at Target and Macy’s. I had a credit on our account at Macy’s. A couple days later, my wife visited her sister in Portland (which has no sales tax) and picked up the iron there. (It’s a Rowenta–which I recommend.)

Of course, there was a time, not so long ago, when I would have actually “gone shopping” for the iron, spending time visiting a store or two and maybe asking a few friends for their opinions.

Please cover your mouth when you yawn.

One more. A few days ago, my sister e-mailed me and asked which Blu-ray Disc player she should buy. Within minutes, using the techniques virtually identical to the ones described above, I narrowed it down to two recommendations (a Sony PS3 or a Samsung BD-P3600).

The reason my sister asked me–instead of someone else–about Blu-ray Disc players is because I have been deeply involved in the consumer electronics business for over thirty years, specifically, the specialty retailer part of the consumer electronics industry. You know–your friendly neighborhood audio/video store. The one where you bought your first real hi-fi system back in college. You went back there for your first VCR, compact disc player, DVD player and big TV. Yeah–that place. When was the last time you shopped there? I didn’t when my sister sent me her question. I didn’t even e-mail or call any of my friends in the business and ask them for their take.

I feel a bit traitorous.

Thanks to the Moore’s Law-like trend in consumer electronics, 

the cheap stuff is now pretty good stuff.

But I’m in the advertising business, which means I have a habit of making my first consideration the wants, needs, passions and whims of the buying public. I’ve done lots of advertising work for specialty retail stores, so let’s look at some of the benefits those stores claim to have over rivals such as the Internet and Big Box stores. (Note: For the sake of clarity and familiarity, I’ll address here the world of specialty consumer electronics retail, but the concepts apply to many other specialists as well.):

1. Our stuff is better than their stuff. Well, this certainly used to be inarguable. You went to the discounter or the Big Box when you wanted the lowest-priced (which was correspondingly the lowest quality as well) products. You want the better stuff? You go to the specialist, who often was the exclusive local franchisee for higher performance brands.

However, thanks (or no thanks, depending on your point of view) to the Moore’s Law-like trend in consumer electronics, the cheap stuff is now pretty good stuff. An HDTV of any sort (and price) blows away the finest analog TV of a short time ago. All CD players sound very similar, and who listens to CDs anymore anyway? Reliability and longevity? Why spend a ton on today’s technology when it’s bound to be different, better and probably cheaper next year? People don’t hesitate to throw away something with a power cord the way they used to.

2. They’re clerks and we’re experts. This is still (generally) true. A big box or discounter’s “help” continues to be the subject of disappointment and ridicule. The perception is that generally, they’re (often very friendly and eager-to-please) order-takers. But then again, they don’t have to justify to their customers why they should spend $300 instead of $100 on a DVD player (or $3,000 instead of $1,000 on a TV). There’s no incentive for the clerk to do so-–they’re not on commission. And besides, as stated above, the cheap DVD player and TV still look pretty darn good.

And one more (really big) thing: That damned Internet. No matter how knowledgeable your salespeople are, they’re not as knowledgeable as Google. Google can out-geek the best of us, and provide us with reviews from both testing labs and (supposedly) unbiased owners.

3. People still want to see, hear and touch stuff before they buy it. True dat, at least with genuinely sensual products such as loudspeakers and items that are considered “expensive.” And specialists have a big advantage over the Big Boxes and the Internet in providing display areas that greatly facilitate the comparison process. But demonstrating a product’s benefits and getting someone to buy it from you are two very different things. Ask any specialist salesperson who daily hears shoppers say something to the effect of: “That Sony ABC-123 really is the bomb. But you want $1,000 for it. I can get in online for $800.” Sigh.

4. We Service What We Sell! We Deliver and Install! Serving Springfield Since 1972! These are all nice things. But I needn’t remind anyone who touts these benefits that they don’t seem to have the persuasive punch they might once have had. A lot of CE specialists have gravitated toward “custom home installation” and figured out a way to make money off it. Good on them, but I suspect they would also be the first to admit that it is a very messy business (which is why the Big Boxes stay away from it). Sure not as easy as taking a box from your warehouse and putting it into the trunk of a customer’s car.

OK, I’ve pushed pins into many of the benefit balloons common to the specialty retailer. What can be done to preserve it? (Assuming anyone wants it preserved, which I do.) Here are some suggestions, minus (until another article) the vexing details attendant with each:

1. Do everything in your power to keep the people who bought from you in the past to keep buying from you. You’ve already gained their trust and overcome their objections. You don’t have to start from square one with these folks. They are lovely people who are keeping you in business right now. Treat them like the royalty they are.

2. If you’re not advertising now, start advertising. People are much more likely to consider shopping with you if they know you exist.

3. If you’re advertising like your competition, stop advertising that way. I see lots of specialists advertising the same products and prices as the big box stores. Why?

4. Put the pressure on vendors to keep specialty lines special. Expensive, enthusiast-oriented products simply cannot be sold effectively at Big Box stores. It is in the best interest of the manufacturers of these products to do all they can to preserve and protect the specialty retailer.

5. Put pressure on manufacturers to do their part to help create demand. You shouldn’t have to shoulder this burden alone.

Personal Plug:  I know a lot about this kind of stuff. If you would like to know a lot more too, please contact me. 

Crawling Out From Under the Bushel

OK. I've been advised to "not to hide my light under a bushel." Something I was entirely unaware I was doing. (A bushel of what, exactly?) However, it was explained to me that there may very well be companies out there that would be interested in hiring my company, if they only knew, 1.) My company existed and 2.) My accomplishments. Toward that end, here are some of my accomplishments. Please feel encouraged to share this information. b

Bruce Lee Career Accomplishments

• Masterminded the development of a large relational database and used it to generate many millions of dollars in incremental sales.

• Directed an annual of media budget in excess $10 million.

• Created from scratch an in-house advertising department that grew from three people to twelve, at a time when sales grew from $7 to $150 million, and markets grew from one to six (Seattle/Tacoma/Everett; Spokane; Portland: San Francisco; Santa Rosa; Sacramento). Contributed to media strategy for Los Angeles, but left before actual store openings. Developed and administered media strategies in all markets.

• Developed media strategy and created all concepts and copy for print, outdoor, direct mail, radio and television, which resulted in the company for which I worked becoming the top volume cellular phone dealer in Washington.

• Was in charge of advertising for many consecutive years of monthly double-digit sales increases (with occasional increases as high as 40% over the previous year).

• Developed an ongoing system for precisely tracking advertising effectiveness.

• Wrote, produced and directed over 1000 radio commercials.

• Wrote hundreds of direct mail pieces.

• Wrote many thousands of newspapers advertisements. (For a number of years, the company for which I worked was the third largest advertiser in the Seattle Times and Seattle Post Intelligencer.)

• Wrote and produced approximately 30 television commercials.

• Created and maintained a successful company employee newsletter.

• Wrote all issues of a quarterly consumer newsletter.

• Responsible for all decisions relating to the purchase of all computer hardware and software for advertising department. Also all photography department purchases.

• Responsible for hiring and managing all department employees.

• Worked regularly with media representatives.

• Worked regularly with outside service providers, including database, print, radio and television production facilities.

• Worked with many outside service providers on development and execution of market research projects.

• Worked closely with counterparts in the PRO Group, at the time the second-largest buying group in the American consumer electronics industry.

• Worked extremely closely with a counterparts in purchasing and administration.

• Spent countless hours on in-store merchandising, signage and display.

• Assisted in countless negotiations with vendors for market development funds.

• Worked closely with Girvin to develop new logo. 

• Aided in training hundreds of salespeople.

• Developed strategy, creative and handled all placement for Jorve Roofing.

• Continue to create all direct marketing, newspaper and magazine advertising for Bjorn’s Audio Video in San Antonio.

• Wrote television scripts for Puget Sound Health Partners.

• Wrote, produced and directed radio spots for Windermere Realty.

• Wrote, produced and directed radio spots for Franciscan Health System.

• Developed brand identity and web site for KARA Imports.

• Wrote web site content for Susan Youngsman & Company.

• Wrote content for web site for Groundingpoint Financial Consulting.

• Wrote content for web site for Bill McKay Consulting. 

• Wrote content for web site for Ken Carson Creative.

• Wrote content for web site for High Dive Marketing, Research & Design.

• Wrote content for web site for Lenora Edwards Business Development Consulting

• Created magazine ads and catalog content for Time Warner.

• Wrote “infomercial” scripts for GB Woodcock packaging.

• Created print, online and radio for Definitive Audio.

• Created radio spots for HD radio.

• Created newspaper and magazine advertising for Entertainment Solutions.

• Created magazine advertising for Wilshire Home Entertainment.

• Created marketing materials for Pentabosol.

• Created web content for Envision Response.

Three quick, easy-to-remember lessons in writing advertising copy.

Never:
• Use any derivation of the Got Milk campaign (e.g. “Got Trash?” “Got Pho?”)
• Make any allusion that “size does matter.”
• Use an exclamation point unless you really mean it.

No Free Beer

OK, so now I’ve told you about the absolute necessity of owning and dog-earing a copy of The Elements of Style. You follow through on that one piece of advice and you’re nearly all the way there.

We’ll now sweep up the details.

Here’s one detail: No one is reading your copy unless they have a good reason. You’re reading this because you want to know more about writing. Otherwise, you’d be reading about–I don’t know–handcuffs or Jenna Jameson. Or both simultaneously. The point is, with rare exceptions (e.g. articles that begin with headlines such as “Free Beer”), no one will read your writing unless they have a predisposed interest in what you have to say.*

This is, as Martha would say, a Good Thing.

It’s a good thing because when someone has an interest high enough that they bought a magazine, did a Google search or just stopped on a newspaper page that had your ad, they essentially bought the ticket to your show. The price they’re paying is their time and attention. The curtain goes up and you’re on stage. As the Hamburgians (Hamburgers?) used to yell at The Beatles in 1960: mach shau – “make show.” What are you going to give these folks in trade for their valuable attention? Huh?

Like a lot of folks, I have Post-its® around my office, pestering me. One says, “Here’s what we’re selling. Here’s what it will cost. Here’s what’s in it for you. Here’s why you should trust us.” Like most aphorisms, it sounds nice, but only approximates what is the truth. The Truth takes more words to explain. In this case, we’re trying to mach shau. But there are some big issues we first have to overcome.

Issue 1: Who is the audience? We’ve determined that whomever is taking the time to read our scribbling is at least somewhat interested in the thing we want to sell, but at what stage of the purchasing process are they? Are they folks who, just today, decided they would consider buying our product/service? Or are they folks who have made up their mind that they want what we have to sell–they’re just trying to decide if they should buy it from us. (There are, of course, gradations between these two extremes, but I’m trying to keep it simple here.)

So now you have to decide which audience to address. Group 1 (“oooo! I wonder what it would be like to have a new TV/car/TV/sexy bra/kitchen remodel/etc.”) or Group 2 (“ooo! I definitely know I want a new TV/car/TV/sexy bra/kitchen remodel/etc., and soon. Now I want to know who has the best at the best value.”)

My suggestions is to run two ads. One for one group. Another for the other. Because if you try to have one ad talk to both groups, you won’t be convincing enough.

For Group 1, you’ll want to reinforce their inclination toward buying your product/service. This means emphasizing benefits. Benefits, after all, are what people want. With this group, it’s better to say something such as “Plasma TVs are the bomb. They bring you the same pleasure as going to the movies, except you don’t have to put up with ill-mannered people. We have a big selection of them (TVs, not ill-mannered people) so you can decide directly which one you like the best.” And it’s probably not too soon to mention benefits such as “we’ll deliver it free of charge. And for a reasonable charge, we’ll mount it on your wall like a picture and you won’t have to see ugly wires and stuff. Plus, we’ve been doing this for many years and we know what we’re doing.”

The same approach applies to nearly every product. For example: “Fine lingerie is the bomb. It makes you feel more feminine and wearing it will make your mate want to touch you in a really nice way. We have a great selection, so the odds are good we have something that will look good on you.” You can add benefits such as “free champagne for shoppers.”

Right now, you may be thinking, "Well....duh."

The point is, your message to the Group 1 folks is “You’re correct in considering this product/service. It will make you feel good and is worth the money. Please consider spending that money at our store.” Talking to this group requires more kissy-face, because you’re trying to convince them to make two decisions: 1.) to buy your product/service and 2.) to buy it from your store.

Right about now, you may be thinking, “Well…duh.” But if it’s so easy and so intuitive, why do we see so much advertising that misses these simple targets? I challenge you today to watch TV, listen to the radio, read a magazine and so on, and note how common it is for the advertiser to mix messages, dilute their message, miss their message or be just plain boring. I would wager that most advertising you see fits this description. (There are pragmatic reasons for this malady, which we may get into later.)

Seriously. Do it. Watch your own media behavior today. Note how often you skip over, ignore or are even put-off by advertising–even of products and services you use. The purpose of these lessons is to help you avoid creating ads that have that effect on others.

More to come soon…


*Disclaimer #1. I am, of course, ignoring for expediency’s sake, a whole ton of advertising termed “intrusive” “interruptive” or “where’s the remote so I can skip this?” such as outdoor, radio and television. Let’s pretend for the moment that those don’t exist.

Tips on writing persuasive advertising copy.

Introduction.

People don’t want baby laxative in their cocaine or stems and seeds in their marijuana. (Or so I’ve been told.) It’s the same with persuasive copy. People like high potency.

In advertising, you want to create desire and convince members of your audience to take action (usually, the action of spending their money). It’s very rare in advertising that you have a lot of space or time to do this. That means that you need to be quick and powerful.

In this series I’ll attempt to pass on some of the most important lessons I’ve learned during my decades of writing advertising copy. I’ll try to adhere to my principle of using the smallest number of words to convey the most amount of useful information. The undisputed masters of this method are William Strunk Jr. and E.B. White, as illustrated in their vital book The Elements of Style.

My first tip? Read their book. Every sentence teaches something valuable about becoming a good writer. It’s a small book, but extremely potent.

Read more about The Elements of Style.