Buyers across the country and around the world get introduced to new products nearly every day and as a result, can be overwhelmed with the decisions of what to buy and what to pass on. Favoring products they know will sell when it comes to what to bring into their stores often works in their advantage, however most smart buyers also know that introducing new products to their store assortment can also be to their advantage. Luckily, this brings you into the picture. Now the challenge is to stay on their radar so that when decision time comes, it’s you who gets the sale.

A few things to help leverage your product and brand from the enormous amount of competition that is also trying to gain the eyes of retail buyers includes the following:

1. Present your product professionally and with confidence. Make sure that you are prepared to present a polished buyer’s packet to all perspective buyers. It should include your product information, company details, designer details if applicable, retail and wholesale price points, opening order terms, delivery expectations and re-order details. Including photos that are professionally presented within this packet is essential. Color and sizing information as well as case packs are also critical depending on the product you are selling. Many new wholesalers speak up too soon when it comes to reaching out to buyers and as a result, their product is dismissed from the interest of buyers. Don’t let this mistake be your fatal failing.

2. Communicate effectively with buyers without wasting their time. Remember that buyers are very busy people between attending trade shows, shopping their competition, placing orders and re-orders, managing budgets and so much more. It’s extremely important that you respect this so that you can value the time you do have with them, whether it’s face to face, on the phone or via email. In doing this, many buyers will respect your attention to their time and as a result, you just may have an edge in their attraction to your product, as well.

3. Be in the right places at the right time. Attending trade shows is a great way to get introduced to retailers who would not know of you otherwise while also giving you an outlet of communication that may be hard to obtain through phone calls and email. But don’t jump onto the trade show bandwagon too late in the game. If you want to be in retailers for Holiday 2009, you are already late. Become familiar with the trade show calendars of your particular industry and make sure you plan to attend both national and regional shows to help launch your product. In addition to trade shows, scheduling in store appointments is an ideal way to get a buyer’s attention. Not all buyers will give new wholesalers this time, though, so make sure to stay confident and keep on trying despite a lot of no’s to your appointment requests. Sending your buyer’s packets via email (PDF files work best) or via snail mail is also a great way to get attention. Just make sure you are on time with the buying calendar. It never hurts to give your product some cushion time, too, since your product is new to the market. Following up on all outlets is essential, as well.

4. Network with everybody and anybody that will listen. You never know where your next account will come from. Be professional and always stay focused on your brand identity, direction and goals so that you don’t get lost in networks that aren’t leading you to your intended purpose. But do take the time and the chance to reach out and meet new people. Chamber of commerce groups are a great way to meet retail owners and buyers as well as national and global organizations, such as the Fashion Group International, that are directly dedicated to your industry. While this takes a lot of time, the amount of people you will meet can greatly impact your brand recognition and interest.

5. Stay focused on your long term plans despite short term temptations. As a new wholesaler trying to position yourself in the marketplace, it can get tempting to set your expectations lower or settle on something just to feel like you are making progress. While compromise and change should be expected, it’s important you don’t lose sight of your brand’s vision along the way. Sometimes saying no, passing on certain retailers or having to change your plans is the best thing you can do in an effort to get the right buyer’s attention. Remember that where you position your product will be important for buyers to know, so make sure you only put it where you think the buyers you want will approve of.

It can be a long and bumpy ride for new wholesalers emerging in the marketplace, but the ride is worth it if you see it through and continue to believe in your product. Be patient, be professional and be prepared in an effort to let buyers know you are ready for business!

Retail Minded Founder Nicole Leinbach Reyhle originally contributed this article to www.Nolcha.com. For additional support with your business needs, contact Retail Minded at nicole@retailminded.com.

• Good marketing; Branding
• Exclusivity of product
• Appropriate price points
• Focus
• The “It” factor

These points focus on your product. Some other key points that influence why a rep might work with you, or might continue to work with you, focus on, well… you.

The Rep Relationship

Build a strong relationship with your rep, to ensure that you communicate well. Think of it this way: you’ll want to keep in touch with your rep to see how sales are going with your brand. She’ll want to keep in touch with you too, to see what new products you have in the pipeline, share customer feedback and discuss selling strategies. You might talk or email daily, or at least several times per week. That dialog tends to be easier, and more fun, if you genuinely like each other.

Consistent Communication

A point that goes hand in hand with this is that reps sell more for you when you return their calls and emails. Not in a week or two weeks but within 24 hours. I often hear the “excuse” that family life has spun out of control and there just wasn’t enough time in the day…blah, blah, blah. A buyer who needs an answer from a rep won’t wait two weeks to get it. The buyer simply buys from someone else—probably your competitor. Likely your rep has been working hard to close the sale and if she loses that sale, in part, because you didn’t have time to call back with the answer on when the new shipment of goods will arrive, you’ll have one peeved rep on your hands…

You don’t have to wait for your rep to call you either. Call, check in and say thank you for the sale. Reps tend to be praise-junkies and just saying thank you will often increase your product’s sales.

Professionalism

This leads us to professionalism. When dealing with reps, fall back on the courtesies of friendly professionalism. In addition to returning calls and emails promptly, respect and trust what your rep can do for you. Understand that sales might not happen overnight—especially in this extremely competitive economic environment. Being a professional partner means success for you, your brand and the rep.

Learn The Industry

Another part of professionalism is learning the industry ins and outs so that you are better able to support your rep’s sales efforts. Take the time to understand the timing of the 2 major selling seasons and the dates of all the national and regional markets that are appropriate for your brand. Plan your product development according to those dates. Your Spring Summer 2010 sales materials should be ready to go—and en route to your sales rep now. If you show in Atlanta, materials should have been shipped out two weeks ago, since that show runs July 8-15th.

Sales Materials

Reps need stuff to sell your brand—catalogs, post cards, line sheets or sell sheets, a good website, order forms, show specials, samples and even freebie product. Create them, supply them and update them often. Imagine attending a networking event without business cards. You probably won’t add that many people to your network, since they won’t remember who you are—or have a way to contact you. Sending a rep out on the road without sales materials is pretty much the same thing. We meet and greet, we sing your product’s praises and, unless we leave your catalog, we probably won’t ever close that sale when the account “has open-to-buy dollars in August.”

Commission

In addition to being praise-junkies, reps respond well to commission checks. Set up a system for paying commission and stick to it. Half a dozen of the brands that I rep pay religiously on the 1st or 15th of every month. Their checks come with statements and a scrawled Thank You! I’m not likely to resign a brand that cares about me enough to worry about my financial needs and ensures that I am paid promptly and consistently for the work I do. I am however, very likely to sell those half dozen brands to my top accounts before I show any of my other lines.

The take-home here is that a rep is an ancillary but very important part of the success of your organization. Communicate consistently and professionally, understand the industry, provide sales support and financially incentivize your rep to increase your rate of sales success. It’s a win-win for both of you.

The article above was completed by guest contributer Lara Brynildssen. Lara owns and is the primary sales rep for LJBryn&Co., a Midwest-based independent rep group specializing in children’s gift, toys, gear and apparel. Learn more by visiting www.LJBrynAndCo.com.  

Boutique stores often struggle with customers who want to return products weeks after a purchase. Because your inventory is not as deep as larger retailers, such as Macy’s, you typically cannot afford to accept returns too far after a purchase is made due to the fact that the product may no longer be on your selling floor as well as various other reasons.

In addition to controlling your inventory, you need to control your own checkbooks. If returns come in too far after originally purchased, your entire checkbook, so to speak, can get all messed up. We definitely don’t want to see you in a money hole due to returns!

Finally, the reality is that customers try and get away with everything these days. If you sell apparel or accessories, you may know this all to well. For those of you that don’t, here’s the scoop…. Customers sometimes buy things, wear them and then return them. Gross, right? Rude too. But none the less, it happens. Not all customers deserve this bad rap, but it’s because of these customers that we need to watch out for each other. So with these few points to consider, here are a few return policy tips:

1. Allow returns on all merchandise possible for up to a designated time frame. Typically, I reccomend 10 to 14 days maximum. People know within that time if they want to keep something or not, so offering more time just allows for them to push the limitations that you as  a retailer should consider (those mentioned above).

2. It’s okay to accept no returns on some purchases. On sale? Over a certain price? Personal item such as lingerie? Sometimes it’s okay to make a firm “sales final” statement. Make sure, however, that your customer is aware of this before their purchase. I suggest getting a stamp or other identifying factor to highlight this on the receipt and even having them initial your copy of the receipt and their own so that they confirm they understand your policy. A great site for stamps to help control all your retail needs, including a “Final Sale” stamp,  is www.rubberstamps.net.

3.  Identify your return policies in a visible place for your customers to see and review at their leisure. Dressing rooms and the check out areas are both great places to show these details. Double exposing these details is encouraged, too. In addition, when possible have your policy written out on your printed receipt.

4. Tags and other retail labels should be on the product for returns. In my opinion, there should be no exceptions here. You are not Target – meaning, you do not have oodles and oodles of inventory. Respect the inventory you do have and don’t accept returns on product that have the tags removed. No matter what the customer says, this indicates it was worn or used.

5. There are always exceptions. True to life, there will always be scenarios that deserve a little slack. But that is your call… not mine.  As boutique owners, part of the luxury of running your own show is that you can make these choices. Then again, that isn’t always a luxury since you can’t point fingers at anyone else. None the less, you call the shots. Just remember the shots called make all the difference.

Lastly, remember that every detail matters here. Make sure that a receipt is ALWAYS included with the return, as well. In addition, you should address all these details in a friendly, professional tone – it doesn’t need to be as if you are the return policy police. But do be clear so that your customers are clear. This will definitely save many headaches – both emotionally and financially – later for both you and your customers.

Saying Goodbye When You Have To But Don’t Want To

Recently I found out that a client of mine let go of most of her retail store associates. I was sad to hear this news, as I knew it meant sales were struggling. I was also sad for my client, as I knew she had become close to most of her employees, thinking of them as friends and collegues rather than just the people that worked for her. Though this can sometimes be a challenge itself when it comes to managing your business, in her case she always seemed to have hard working associates that were polished and professional at all times. So just how did she let her employees go? Here are a few things she did that may help you in your own goodbyes.

1. Try to give fair warning to employees if you foresee a lay off in the near future. Being open and honest about this situation will offer your associates comfort in that you are looking out for their best interest as best you can, even if you can’t secure their job forever.

2. Remind your employees that their work is valuable and appreciated and that although they work hard, the economy (insert whatever your reason may be here) is the culprit and reason for their lay off. While this won’t give them great comfort, it will reassure them that their actions are not to blame.

3. When possible, give your employees fair notice as to when their last day will be so that they can prepare to find a new job. If an interview or new job should come up that conflicts with their work schedule for you, be flexible with them so that they can participate in their necesssary job search.

4. If possible, offer a small monetary package to help them move forward in their life. The reality of this for many business owners is dim, but it’s always something to consider if possible.

5. Assure your employees that they will get outstanding reccomendations if they should use you as a reference. Only mention this to them, of course, if this is in fact the case.

6. When the conversation is ready to take place, try and highlight any positives that may come from the situation. For example, if you have to let go of a working mom, suggest that she may get some unexpected but fun time with her children. If you have a student working for you, suggest that the extra time will allow him or her to participate in activities he or she may have mentioned in the past. Give hope, however, that there will be a new job in their future.

 7. Finally, stay in touch. If you really do care about your employees, let them know even after you have let them go. Follow up with an email or phone call a week or two after their last day just to let them know you are thinking of them. This support will be appreciated.

Have you had to let your employees go when you didn’t want to? What helped you and them get through this or make it easier? Let us know! Please comment below.

The contents of a buyer’s packet will vary based on what your product is, who your target market is, what your budget is, and what your marketing outreach plans are. In general, though, a traditional buyer’s packet consists of the following:

Letter of Introduction – A buyer’s packet should always open with a great letter of introduction. Short and sweet, this letter should not be too lengthy but should answer the questions of who you are, what the product is, who the target market is, and offer a peak into the product itself with some great descriptive shout outs. Tell a story about the product or the inspiration behind the product. Offer a glimpse into why someone may need to have this product. The goal of the letter should be to inform but also to persuade. Don’t get too wordy, though. No one has time to read a novel – make sure it’s short and sweet.

Price Sheet - A price sheet includes both wholesale and suggested retail prices. Make sure that you are at least doubling your wholesale cost for the retail cost so that retailers gain back their investment of purchase. I find many wholesalers are not prepared for their product to sell at retail because their prices are out of reach, so take the time to consider this before communicating with retailers. And remember – do not sell your product at wholesale online and expect other retailers to sell it at a higher price point. Even if you have your own website, you must sell your products at the same retail prices points your customers are to expect to keep your retail customers. I see too many start up wholesalers make this mistake and it backfires on them.

Overview – Whether you are giving a product overview or designer overview, you should have a deteremined overview identified so that your audience is aware of what you are selling and if necessary, who you are selling, as well. I refer to “who” in the case of designers. If you are launching a clothing line with your name attached, potential buyer’s will want to know who you are, so make sure to tell them. However, if you are launching a product without the association of a personal name, describe the product so that the audience fully understands it’s purpose, it’s target market, and why they should consider buying it. A great overview I recently saw was of PopATot, a fabulous portable activity center for children. The home page of their website also includes a great overview of this product, www.PopATot.com. Remember that when providing an overview, you want to offer answers to questions before your customer even asks while also enticing them so that they want to learn more or make a purchase.

Line Sheet – The line sheet is a must have for all buyer’s packets in my opinion. When done correctly, it offers a portrait of your product by including product photos, descriptions, prices, available delivery dates, and any other necessary details. Keep it organized by category and try to avoid using paragraphs but rather outline your product details.

Order Form – An order form can consist of an actual form to order your products on or it can be a guide as to “how to order” your products. Either way, make sure your ordering details are clearn and understood. If you need tax ID numbers from your potential customers, let them know this. In addition, this is a good place to include the terms of orders placed. For example, do you have a flat shipping feel or do you bill for actual shipping charges? Make sure to identify this. Also, do you take cash/check/money order/credit cards? Let your potential customers know this upfront. Once again, answer questions before they have to ask if possible. If you have color selections, size variations, case packs, or anything else specific to your product, make sure these details are all identified. Finally, make sure the order form is laid out in a clean, professional format that is easy to read and easy to write orders on.

Some buyer’s packets may include Look Books, product samples, customer testiomonials, Q&A sheet, care instructions, and more. Make sure your buyer’s packet best represents your product and your brand so that retailers will want to reach out to you and order. Afterall, that’s the goal, right?!

If you would like a customized Buyer’s Packet for your brand or product, let Retail Minded work for you! Contact Retail Minded at nicole@retailminded.com to learn more.

When preparing to distribute a product and bring it to the marketplace, one of the most challenging tasks can be to find a name that best represents what it is you are selling. Your goal should be to find a name that will rest comfortably with consumers so that it is not too difficult to remember and ideally catchy enough to never forget. The brand name you ultimately choose will be impacted by your marketing tactics, logo, and any messages you attach to it – and this isn’t even including the product itself that it represents. Loyalty to brands can often be more powerful than product performance or style, so make sure to that you consider this aspect, as well, when thinking about what you should name your product to best position it as a brand. Just think about Nike and Adidas. Consumer research may show that Nike has a better performing soccer shoe, but if you have worn Adidas all your life, you may buy Adidas even if research shows Nike performs better.

Once you have a few brand names you would like to consider for your product, talk to people to find out what they think about it before you bring it to the marketplace. Ask yourself and ask others the following questions:

1. Is the name easy to say? You don’t want anything that twists your tongue or can’t be easily pronounced.

2. Is the name too long? Many of my clients have four words in their brand name alone. I reccomend one or two words with a third word only if you feel necessary. Even then I suggest that the third word is used to describe the product, such as jewelry or yoga. For example, Swami Baby Yoga. The word “yoga” identifies the product type that Swami Baby represents.

3. Will it offend anyone? In January 2008, Beaners Coffee changed their name to Biggby Coffee. Based in Michigan and with over 77 franchises, Beaners Coffee had no idea that when they choose their name that the word beaners was considered offensive to Hispanic customers. After receiving a lot of hype about it, they officially changed their name. This was a costly change, so take the time in advance to do your homework.

4. Is the name available to use? Each state has registered businesses, so make sure you take a look to see if anyone else is using the name you want to use. I would also consider looking at this from a national scale in case you want to distribute your brand on a larger scale and even internationally depending on your growth plans. Look up your local and national Trade Mark Registers to get started with this search.

5. Is there a web domain name available to match this brand name? While it does not have to an exact match, it should be complimentary to the brand name so that consumers can easliy find you online.

Let these 5 questions helps jumpstart your brand name search and remember to consider all other details specific to your industry, competition, and product / service needs.

With the economy still in an undesirable place and consumers still on guard about where and why they should spend their money, retailers and wholesalers both need to communicate in a style that customers today can relate to. Instead of offering all leather handbags, for example, offer some great fabric designed totes that are more affordable and just as stylish. Rather than suggest multiple layers for your spring look, suggest a single item dress as your trusted spring wardrobe staple. Embrace the simplicity that customers today are craving and respond to their needs. The goal, of course, is for you to not sell less but to sell smarter and to sell more as a result.

Let your customers know you are thinking about them in these tough times, as well. Sell your simple strategies by talking to your customers about how they will save from what you are offering them. Listen to their feedback, as well, and support them if you can. More than ever customers need to believe that retailers are on their side, so make sure your customers know this. As a result, you should find out they are on your side, as well. Don’t forget to know what your competition is up to, also, so you can stay one step ahead!

What are you doing to gain customer attention these days? We’d love to hear from you!

Below is a list of some ways to consider marketing your business. Make sure to evaluate how each of these marketing steps will benefit your individual business, but be careful not to overlook any simply because you are unfamiliar with it or find it easier to do something else. To be successful at marketing you will sometimes need to step out of your comfort zone. In addition, make sure to find a balance of marketing strategies in an effort to find the right marketing mix for your business.

Advertising – If you have the finances to pay for exposure of your store or product, then advertising should be considered as part of your marketing mix. Consider where you advertise, though, and who the audience is that will most likely see your ad. Make sure it’s the same audience that may want to shop your store or buy your product.

Website – If you don’t have one, get one. Plain and simple, having an online presence is essential in marketing your services. Customers today use the internet to research their purchases as well as plan their shopping destinations. Even if you don’t plan to sell online, you should still have a website that outlines what your business offers. Consider including photos, testimonials, directions, how to purchase details, press details, and any other information that may be relevant.

Trade Shows – Either as an attendee or an exhibitor, trade shows are a great way to market your business. They provide insight regarding both customers and competition, as well as offer a great excuse to make friends in your industry since they are very interactive. The cost of trade shows will vary so make sure to research all your options and determine which shows are best for you business.  The largest retail based trade show is MAGIC, which takes place in Las Vegas twice a year and offers apparel, footwear, and accessories for men and women. You can also attend regional trade shows, as well it is a good idea to attend both national and regional shows if possible.

Internet Media – Gaining customers through an online presence is more influential than ever before. Sites such as Twitter, Facebook, My Space, and Linked In are great online spots to gain awareness for your business. You need to understand each of these sites in order for them to work for you, though, so take the time to research how each of them can impact your specific business. Some involve more time than others, such as Twitter which is very interactive, while others, such as Linked In, can be effective by simply having a profile created. That said, updating each of these sites with news about your business, such as sales or newly arrived product, is the only way to continually create a buzz about your business. I often suggest to my clients that interns or part time associates can help dedicate time to these sites if they don’t want to – this is better than being dismissed entirely. If you use the these sites effectively will increase your website presence and ultimately your sales.

To help get you started, below is a link to PC Mag’s website that outlines how Twitter works for beginners. I personally use Twitter and find that this gives me the most professional return of any of the internet media sites, however each business and each site will work differently for everyone.

http://www.pcmag.com/article2/0,2817,2341095,00.asp

Blogs - Whether you have a blog or comment on blogs, make sure to be a part of blogs! Blogging is quickly becoming one of the top ways for businesses to showcase their value. It takes time to dedicate yourself to building a blog that readers will want to read again and again, so before you dive into this make sure it’s right for you. If blogging isn’t your thing, consider commenting on other people’s blogs.  When commenting on blogs, make sure to reference your business, which will ultimately link people back to your site.

Networking – Whether you live in an urban city or a suburban neighborhood or a small town, networking is key to putting your business on your local map. Make sure you are a part of your local Chamber of Commerce as well as other networking groups. There are groups for small business owners, women business owners, specific to your trade, and more. Research what is available in your area and get involved. Once you are a part of the group, let your voice be heard and participate. Don’t just show up for the meetings but actually be a part of the meetings and events. This is how people will respond to you and ultimately your business.

There are many ways to market small businesses, however these are some basic and easy to obtain strategies that can help launch your business to make a name for itself. If you have other ideas that have been successful for you, we’ love to hear from you! Please consider leaving a comment on our blog. Thank you!

Examples of boutique extras include:

Offer a beverage while shopping. So simple, and yet so nice. Depending on your store and your business license, you can offer anything from filtered water to sparkling water to tea to wine. Decide what you think may complement your store and go from there. Possibly you don’t offer alcohol but serve your beverages in wine glasses. Be creative with your presentation of this service but remember that this is just extra – don’t make it why your customers come to shop.

Provide complimentary gift wrapping. That said, don’t just tie a ribbon around the bag purchases are put in, but rather have a classic and charming gift wrapping style that will “wow” your customers and the receiver of the gift, as well. Make your gift wrapping stand, therefore creating a conversation about your store before they even open the gift!

Offer product delivery services – even for items purchased in the store  or within the same city. This is particularly important if the product purchased is heavy, hard to carry, breakable, or a special purchase of any kind. When possible, don’t charge for this service but rather offer it as part of your sales strategy.

Have “pass the time” options for shopper’s companions. Whether it’s a bored husband or restless child, if you can provide something that will engage your shopper’s companions so that they can shop more leisurely, you are not only offering your customers something extra but you are doing yourself a favor, as well. A comfortable chair, stylish or not depending on your concerns, is always nice to have on hand. Have  magazines available for both men and women – even friends can get bored while waiting on some shopping decisions to be made. Another idea is to offer internet access. Televisions can be nice, as well, but they may interfere with the shopping environment since they can be loud. For kids, a child size table with coordinating chairs is a great idea if you have the room. A basket of gender neutral toys or a nice variety is great, too. Make sure they are quiet toys, though. The next time a busy mom needs to shop and only has twenty minutes, the choice between your store or the one without a kids corner will definitely stand out in her mind.

Offer frequent shopping incentives. Coupons, discounts, early bird specials – whatever you decide to offer, make sure your customers know it’s something extra to what other customer’s get. This is assuming these customers are on a mailing list of some sort and you have access to communicate these details to them separate from your normal communication with all other customers.

Offer coat and bag check services – complimentary, of course. If you live in Chicago like me, you know how much of a pain it can be to shop with a heavy coat on in the middle of January. Make it easy for customers to take their coats off, check in any bags and shop comfortably.

Provide neighborhood information to them. Since many boutique owners are located in neighborhoods that offer lots of shopping, some of your customers may not know which streets to walk, where to have lunch, or how to get to their next destination. Make their entire shopping experience more enjoyable by helping them along. By offering a street map and already written down restaurant suggestions, you are showing your customers that you care about their entire day, not just the time they are in your store. Whether they purchase something or not from you, this extra something will certainly be appreciated.

The great thing about independent boutiques is that each one is different. Whether you offer a little something extra or a lot of extra somethings, remember that your store represents itself and you want it to leave the best impression possible with your customer. Through all the attributes that make up your retail store, the most important thing is to make sure your customer knows you care. This is what being a boutique owner is all about.

Often overlooked, copywriting needs to be put at the top of your to-do list! The words you choose to use to sell your product, service, or business can literally make or break a sale. Take the time to make the words you choose count by getting your customers or potential customers excited and engaged rather than bored and checked out. Great copywriting can sell something that no one really needs, while lousy copywriting can steer a customer away from something they may want. A few things you should consider include:

1. Be concise and clear in your copywriting. Avoid unnecessary details but make sure not to leave important details out. For example, don’t forget to include the materials that a garment is made out of on your website or necessary care instructions for jewelry. Be precise about this, though. No need to write these details out in a paragraph.

2. Be creative with your choice of words but don’t confuse your reader. Example, if you are trying to explain a plain cotton t-shirt, rather than say “as soft as a cushion” you could say “as cozy as your bedsheets”. Bedsheets and t-shirts make a better comparison since both are flat and are traditionally thought of as cozy and comfortable. A cushion, on the other hand,  doesn’t give a great visual image for your reader to image the t-shirt as.

3. Don’t be scared to hire a pro. If you aren’t a talented writer, consider investing in someone who is. Rather than just putting the words down to get the copy done, do it right by having someone who can entice your reader and keep them engaged through their copywriting. This doesn’t need to break your bank. You can find talented copywriters at reasonable prices.

4. Tell your customers a bit about who you are. A personal connection is always nice, but make sure you stay focused on the business side of who you are – not who you are on Friday nights out with your friends! Are you a designer? If so, tell them about yourself, but leave out where you went to high school, your favorite band, and why you love Grey’s Anatomy. Instead, tell them what inspired you to design, how you stay inspired, why you love what you do, and anything else that pertains to the designs you offer. Are you a boutique? Tell your customers about the pleasure you take in shopping for your store! Let them know you are always on your mind and that you welcome feedback.

5. Check your grammar and spelling! Yes, I know, no one is perfect. But a lower cased “i” when it should be capitalized? I see simple mistakes like this all the time and it is discouraging as a customer to want to shop somewhere that doesn’t even take the time to review their own copy. Proofread! Better yet, have someone else proofread your work so that they catch the mistakes you may not realize are mistakes. Plus, this provides you with feedback on how your copy is delivered.

Whether you are developing a postcard, working on your website copy, or need to communicate to your customers in a letter, make your copywriting work for you rather than hurt you. Take the time to make it count and if writing isn’t your thing, find someone to do it that is. It will make a difference!

These are just a few points to get you started in your copy considerations. I’d love to hear from you regarding what you think, as well! Share with us a comment and let’s see what other great ideas are out there to help retailers and wholesalers in their copywriting plans.