He said something that I found particularly interesting - if you have a group of similar items, then you should market them as a “family” or “tribe”. He said that these words conjure up positive feelings for shoppers and it increases the likelihood that they will buy.
Let’s look at this a little more. Perhaps you sell a particular photo album in three sizes:
Refer to this grouping as a family – father, mother, and son instead of large, medium, and small. You should define a specific purpose for each size.
Now this may sound corny, but what you say might go like this: “This family of photo albums can handle all of your needs. The father takes care of all the 8” x 10” photos, which is perfect for his daughter’s wedding pictures…”
This type of talk helps the customer make a personal connection to your work. You can tinker with the language so that it is more comfortable for you.
There are two more benefits to grouping similar items together. Three photo albums in one design will have a greater visual impact than one sitting alone on a shelf. The grouping might draw someone to the display and then they can choose the specific size that suits their needs. In addition, they might be drawn to the largest size, but they can’t afford it. If they can immediately see that it comes in a smaller, more affordable size, then you increase the chance of a sale.
If you have a book that comes in one size, but different styles, the same benefit can apply. The customer might like the journal binding, but not the cover paper. By grouping all styles together, a customer can easily pick out the one they like best.
If you'd like to learn more about Bruce, visit his website. He has a great series of CDs that teach you how to better present, market, and sell your work. He also writes a column for The Crafts Report - here's a sampling of his articles:
- How to Create Your Own Brand Identity at a Craft Show
- Bruce Baker's Show Tips for 2011
- From the Floor Up