Every Store Can be a Destination, says Retail Expert
Toronto, ON – A business doesn’t have to be a huge to be a destination, says Jon Schallert, an internationally-recognized speaker and small business expert.
In a seminar titled, Turn Your Business into a Consumer Destination, Schallert outlined some of the basics of his proprietary 14-step Destination Business process to an audience of retailers at the CGTA Fall Gift Show, which opened today in Toronto.
He emphasized the importance of having a unique, specific business position. “How is your business different from every other business in the industry,” he asked. The answer to that question, he said, is essential to creating a two to four paragraph statement of what your business is about — complete with a killer first sentence that will make consumers want to see your store.
“A powerful first sentence separates you from your competition,” he explained. It should include four elements: Single source (the world’s only, the home of, birthplace of, official…); provable adjectives (smallest, largest, oldest, tallest, longest, first, etc.); subjective adjectives (best, coolest, most fun, trendiest); and location (town, city, region, country). Among the examples he cited was the first sentence for Laramie, Wyoming’s Big Hoss Mountain Sports: “The Hippest Ski, Climb, Board and Peddle Shop in the Wild Wild West.”
