Does your blog smell good?
What do fresh, hot baked goodies delivered straight to your door have to do with starting an online business?
Let me illustrate with a flashback. It’s not fattening, I promise…
Every morning when I was a kid, the Helm’s Bakery man would pull up in his yellow truck. The moms on the block would grab their change purses and run out to meet him. He’d lift up the back door of his truck, and pull out a wide drawer loaded with fresh, hot baked goods.
Inside, the cinnamon-y fragrance and warmth made a stark contrast to the busy street. I loved that he knew my favorite donut, buttermilk, and that he’d hand it to me with a smile and a wink. And, that there was a definite window of opportunity. You had to choose quickly because he wouldn’t stick around for more than a few minutes.
Then the 70s rolled in, the neighborhood moms got jobs outside the house, and the Helm’s man quit coming.
So why am I thinking about him today? What do donuts and Web businesses have to do with each other?
The Helm’s man came to mind because I’m thinking about the importance of building relationships with our customers. It isn’t just you that wants a relationship with your clients. It’s something they want, too. They want to know you’re in their neighborhood, and that you understand them. They want empathy.
The Helm’s man:
Showed up like clockwork. I can’t remember a morning he didn’t show up. He was making a living. He knew his customers counted on him to deliver. If you blog every day, your readers will expect you to show up. Take it one step further and deliver something good, true and useful.
Remembered our favorites. He was a little like Santa, but less demanding. He was like a good waiter, someone who knows what you normally get, but politely asks first if you want ‘the usual.’ The more you know what your customers want, the more likely you are to deliver it.
Created a memorable environment. The drawer full of tantalizing bread, muffins, donuts and bear claws seemed like a magic place. You may only have a blog or Web site — however, you can make it stand out. Give it your own unmistakable stamp of personality. If you do this right, your customers will return regularly because they crave the warmth or humor, information or service you deliver.
