Shop local shaming and small business messaging missteps.
If you are telling me how terrible I am for shopping somewhere else and how I need to shop local or shop at your place, where does that create a desire to do so? Using guilt, shaming and passive aggressive behavior and tactics to try to attract customers tends to deliver the opposite results.
When we take a step back and look at the situation as well as the perceptions of others, it can allow for a more engaging messaging in the advertising that can invite and market that many more people to local shopping.
The Full Episode of this podcast can be found here on Castbox as well as on most sites, stations and apps where you may like to listen to podcasts.
On the other side of it, focusing only shop local shaming style campaigns and using a yell, tell, sell and insulting vibe is not drawing people in, it is pushing them away.
Moving the methodology and strategy of small business messaging to a place of authenticity, humility and respectful engagement can bring greater results.
Aggressive and fear messaging tends to keep other people’s walls up and ears closed. So many of the campaigns tend to trash the corporate stores and big business, while making an obligation statement about what you need to do, what you have to do and why you have to help, by shopping local.
You can get your point across without being rude. At the same time, being honorable and do not be selfish.
And… Telling me I don’t care about my community because I didn’t buy a product locally can be taken as very offensive, very assuming as well as very judgmental.
It might not be true for everyone.
And, even in all of it, there is truth, but it is not going to be true for everyone. It is contradicting where someone having a hard time with their local business is telling others they are supposed to shop with them.
Yet, they give no consideration that those people might not be able to afford the costs required or for that matter, the ease of shopping.
By flipping the switch and considering a different way to explain with small business messaging that honors everyone, the chances of opening up that many more minds can happen.
Moving from shop local shaming with aggressive and fear messaging to a place of love and engagement can do worlds of good.
“Invite by explaining about you and your store, market by educating about what you have, message by sharing why it can be an advantage to buy from you and stay in an authentic, sympathetic and relatable tone.”
Consider taking a more honorable, understanding and respectful approach to draw in customers over using tactics that tend to insult, shame and push people away.
Shop local shaming and small business messaging missteps…
is the topic and touch point for s8. E6. n129. of the Wait What Really OK brand messaging podcast.
This brand messaging podcast is available here on Podbean as well as on most sites, stations and apps where you may like to listen to podcasts.