If you have any of my Too Good to be Threw Products for the Professional Resaler, you’re well-aware that I consider Customer Benefits next to godliness… or at least cleanliness.
I’m constantly flinching from mis-steps such as a consignment shop titling their seasonal in-take calendar When We Take What instead of Here’s When Your Items will Sell Best.
Or an ad which headlines New Jewelry Just In when they could have said Every Woman Deserves a Little BLING
Sometimes, it’s really HARD to find the customer benefit in an announcement. Here’s a couple I’ve saved that just tickle me to death, and show what we can come up with if we try hard enough:
A tropical resort hotel seeking customers said:
- The resort’s Gala Getaway lets you make your OWN schedule!
- (Translation: Nothing’s included. Bring money.)
A clothing catalog touting a pair of women’s pants:
- Pocket-free
- (Translation: You peasant. You want POCKETS? How gauche to desire a place to put keys and cell phone.)
Another, or maybe the same resort hotel as above:
- “Glorious beaches…be sure to do it at low tide”
- (Translation: That’s because there IS no beach at high tide.)
Once you start looking for these customer-benefit angles cast upon something that might, by an sane consumer, be considered detriments, you learn how to look for the “hidden” customer benefits in anything you do!
Here’s an example from HowToConsign.com , my customer-oriented web site, about taking a less-than-enthusiastic child resale shopping: And who knows what might happen in a resale shop? You may have the pleasure of seeing your follow-the-crowd middle-schooler craft her own unique style in front of your very eyes, once she spots a vintage top to wear with her pre-washed jeans The customer benefit? You and your daughter might just get along for a few minutes if you shop resale!
(Read more about back-to-school shopping, if you like)
Auntie Kate The Resale Expert 