300 Seconds

300 Seconds x 3

I write a lot about ‘300 second’ tasks: seemingly minor ‘to-do’ items that can really propel your marketing message a long way. It’s just 5 minutes of work, but sometimes we need the nudge to get started.

I’ve heard from many of you throughout the years that you really like the ‘300 second’ reminders.

Well, can you imagine what we could accomplish if we triple that time?

For those of you attending the Heartland Fall Forum in October, I’m scheduling ‘900 second’ appointments in my booth on Friday, October 13. We can look at your website. We can pick apart your newsletter. We can assess your social media strategy. Whatever you want.

If you’d like one of these appointments, just send me an email here. I’ll get you on my calendar and I’ll put your name on some special swag. (Although it’s not really considered ‘swag’ if only a select few receive it, huh? Hmmm.)

Stuff
A
Few
Of
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SAFOYG

About Face

After inventory and rent, I’d bet your greatest expense at the bookstore is payroll. Since you invest so much in your staff, you really should let them work for you… off the sales floor.

I’m talking about showing your customers a face that goes with the name on the review or shelf talker, or the voice that answers the phone. There are several ways you can share staff images with your public, and the one I’d like to focus on today is probably the most basic: your store website.

Avid Bookshop in Athens, Georgia, features large images of the staff on their ‘staff picks’ page. Even with the whimsy, I think I’d be able to identify the staff in the store based on these images.

Elliott Bay Book Company in Seattle, Washington, also has a really nice ‘meet our staff’ page. I like the way the large staff images are accompanied by a book image and a bio.

If you do not have staff images on your site, these are two great examples of engaging photos. If you do already have images, take a few minutes and see if any need to be updated. Did you last update your image about 10 years ago? It might be time to take a new photo. You might have changed a bit since then. I’ll use myself as an example. Here are my most recent mug shots–and none of them are 10 years old:

 

 

I keep saying that books are personal. So is a friendly face.

300 Seconds: Choose Just One

This week I had a top-of-the-refrigerator moment. And I’m not even talking about the dust.

It seems that since the refrigerator top is actually a surface, well… it must be filled. Old party trays. Empty muffin baskets. A dishwashing drip pan. A jar of peanut butter. [Sigh.] These items had been collecting for months, yet I didn’t notice them until I was in the middle of giving a tour. [Heavier sigh.]

Today, your 5 minute marketing task is to choose an area in your store you tend to ignore. Here are a few ideas:

  • Light bulbs. We haven’t done this one in a while! Take 300 seconds and look up. Have any of the bulbs expired? It’s time to change them. Try to get this task on your weekly teux-deux list. I know. I know. Your customers do not notice that you keep the store well-lit. But they’ll sure notice when you don’t.
  • Lower shelves. Customers also tend to see the dust build-up on unused and lower shelves. Why do they see it while we don’t? Well, they don’t know not to look in those spaces for books or merchandise.
  • Baseboards. These tend to collect dust and bugs, seemingly overnight. A quick vacuum with one of those fancy attachments should take care of both for a while.
  • Restrooms. If you have a public restroom, you should probably look around the base of the toilet. Is it gross? You’re probably not the only one who feels that way.

We all have areas that are overlooked because we see them daily. You could probably come up with your own list. But why are these labeled as marketing? Perspective and perception follow customers out of your store. We can’t stop it, but we can control it.

It’s just 300 seconds. So choose just one. (You can assign the rest.)

300 Seconds: Done with the blurb? Now handsell.

Once you finish writing the blurb for your new favorite book, take a few minutes (or five) to think about customers with similar reading tastes who would also love the book. Divide the readers on the list into segments defining how to best reach out to them (phone call, text, email, tag in social media). Now you have a plan of attack for hand selling.

Before you talk yourself into thinking this communication is like a cold call, remember this: Your customers appreciate being thought of. They like that you include them on your list of great readers. By telling them about the next great book a few months early, you are performing a service.

Use some of the verbiage and enthusiasm that you included in your blurb in these phone calls, texts, emails or social media tags. Will this outreach take longer than 300 seconds? Maybe. But I promise, the return on investment for any time you spend will be worth it… both monetarily and in terms of customer relationships.

300 Seconds: A Signage Intervention

300 Seconds: A Signage Intervention

The other day I passed a retail establishment that boasted about all of the ‘great gifts for Mom’ available in the store. Mother’s Day had occurred a few weeks earlier, but I understand how we can become blind to the displays and promotions we look at every day, so I mentally granted them a free pass.

Then I saw a restaurant promoting their Easter brunch.

Easter? Come on.

None of the establishments were bookstores. Nevertheless, it’s time for a five minute intervention.

Take 300 seconds today to look at the posters and flyers hanging around your store. Are any out of date? It’s also a good idea to look for any signage that might be rough around the edges. Go ahead and remove them. If you don’t have replacements ready to go, keep the stack you just removed near your design computer and tackle printing the replacements one at a time, as you have 300 seconds available.

Remember to check the front door, foyer, community bulletin board, near the register, etc. Just walk around and try to envision the customer’s perspective, since you might not focus on the details like someone with fresh eyes.