Once upon a time, I dreamed up a promotion where every one of my customers who returned a postcard to my shop would get entered into a drawing for a $50 gift certificate.
Trouble was, I didn’t get someone else to proofread my copy…
And it so happened that about fifty of my customers mis-read it, thinking
THEY would receive a $50 gift certificate just for returning the postcard.
Chances are, everyone who read it thought the same, but most of them had the good sense to realize that that was probably NOT what Kate meant.
Now that was an “Oops!” moment.
So in an effort to save you the embarrassment, financial cost, or lost business that you might make, here’s 5 ways to avoid an “oops” in your business.
- Make sure your web site tells the world where you are. I just visited one, very attractive, consignment shop web site with six pages. The usual: Home, About, How to Consign, Gallery, and so on… but there was only one place where I could actually determine where this shop was. It was (finally!) on the Contact Page… and even there, it as way down at the bottom of the page.
- You work so hard on your broadcast emails. Provide multiple links in that email to your web site or your Facebook page, so folks can refresh their memories on why they adore your shop, where you are (see number one above!) and when you’re open.
- In the news? Terrific! When strangers click to go to your site, make sure your home page assures them that they’re in the right place. Something as simple as a nice big photo front and center of the reporter in your shop (taken by a friend or staffer) with a “Thanks, Susie Cutesie and Channel 7 News, for stopping by the other day!” Leave it up for a week or two, then swap it out with another “talk-of-the-town” moment.
- An oops that’s all too easy to make. And a simple memory trick to avoid making your friends, followers, and fans wince (not to mention your high school English teacher.)
- And last but most definitely NOT least… get somebody else to proofread your public announcements and promotional copy. Not just for typos, but for understanding. Better yet, get several somebodies. That way, you won’t have to hand out $50 gift certificates right and left.
A few more “oops” moments: Here and here.
Auntie Kate The Resale Expert 
Inspired to respond? React? Rebut? Just feeling chatty? Go ahead, use that nice keyboard in front of you...