A Drink Shop With a Name
Sound familiar?
- Sells nearly the same thing as three shops nearby, so only price is left.
- Can't say in one sentence how this shop is different.
- Posts to the shop's page on impulse, with nothing measurable coming back.
- Reads bad reviews as a matter of pride rather than as operating data.
After reading, you can
Help an owner build a reason to be remembered instead of competing on price.
Each chapter answers one question
Chapter 1: If not for price, why would anyone pick my shop?
Why would a customer choose my shop over the one next door?
If you cannot state the difference in one sentence, customers will choose on price.
Chapter 2: What makes a passer-by stop at my shop?
What do passers-by see of my shop in three seconds?
Customers decide to stop before tasting anything, and they decide with their eyes.
Chapter 3: Does a small shop need followers, or the right neighbors?
Who within two kilometres is my page talking to?
A shop's social page does not need many followers; it needs the right people within two kilometres.
Chapter 4: Is a bad review a stain, or a repair map?
What are the last thirty reviews saying about my counter?
Reviews are operational data; read by theme, they point to exactly what needs fixing.
Chapter 5: Is the shop next door a rival or a doorway?
Who in this area already has customers I could stand next to?
A small shop grows fastest by standing next to places that already have people.