Choreography in your marketing strategy
Who's the customer?
As you've guessed, it's not just the older woman. She may be the one making the final decision, but she's looking for advice from her daughter. It doesn't stop there. She's also been talking to her friends and family, which is one reason why she's even in your shop today. And perhaps she's received some advice from her podiatrist.
All of these people are potentially helping you to sell your shoes. Or not.
This is a powerful concept, because it helps you to create a marketing strategy which will grow your business. The podiatrist may have a need for different kinds of information than the consumer, including the results of research studies. They'll be less concerned, perhaps, with style and price.
This customer's family may just want to know that your shop exists and what kinds of products you carry, unless they are also part of your target market. Perhaps they are worried about Mom getting ripped off, so they're sensitive to an honest and trustworthy relationship.
This was just a simple example. Yes, I know, your
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