What an inspiring article by a brand whiz, on how he helped two mom and pop businesses take on their own Goliaths by showing them how to tell customers why they’re better and more unique.
- Moths to a Flame: For a too-quiet restaurant at the end of a dark road, enticing prospective patrons to tread a dark alley and draw nearer to lit torches. Once in, the food and ambiance won them over
- Early Birds Catch the Worm: Urging a green grocer to tell his story of dedication and care in selecting fresh produce at the crack of dawn every day using the most elementary of tools, taking on the giant while armed only with polaroids, note cards and a Sharpie.
If you’re a locally-owned business who’s facing down a new Goliath in town, reach a little and stake your claim based upon your key values — dedication, personal care, affordable pricing, convenience. If you also get the chance to sell and serve customers online (previous post), these same rules apply for reaching shoppers far and wide.
Please read Martin’s article at Fast Company; link here.