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Do you enjoy creating the products you sell? Or curating the products in your online shop?
Do you sit over your product designs for days and spin your office chair around when you get it just right? Do you do a little mini-dance at your desk when you put together the perfect inventory collection for the next season?
If the answer is "Yes, I love creating my products or running my store," (even if you're not so dramatic about it 😁) your customers need to know this.
Because - get this - people spend more money on something if you enjoy making it.
Honest. In a recent article, consumer psychology expert Nick Kolenda cites a study which showed clear evidence of this. Evidence as in a 40% increase on click-through rates in ads.
Why? Nick gave several reasons, but here's how I see it.
It's the cook vs. chef effect, something Andre Chaperon of Tiny Digital Worlds talks about.
A cook works in a takeout place or a school kitchen. A chef runs the kitchen in a high-end restaurant or hotel.
Who hires a cook, or goes to an establishment that employs cooks? People who don't want to spend a lot of money on their food, like lower-income families or schools with tight budgets.
Who pays for food from a chef? People with the funds to invest in food as an art, like high-net-worth individuals and luxury hotels.
If you market yourself as a cook, you're going to get cook-level customers; people looking for a good enough product to get the job done, who will move on tomorrow when your competitor runs a sale.
If you market yourself as a chef, though, you’re going to get chef-level customers; people who really appreciate your product and your company and are willing to pay for the perceived higher value.
The best part? This strategy is so under used. Hardly any brands consistently show their enjoyment in creating a product.
In recent memory, there is ONE small brand I've come across that does this all the time. Impact Fashion, a size inclusive modest fashion brand. You can feel the joy the founder, Rivky, takes in every newly designed dress, and it's expressed in each product description and most of her emails. Result? She charges premium prices for her dresses. And usually sells out fast.
Want inspiration? Check out her site.
As for you - here is the single, small action you can take today to show potential customers how much you enjoy creating your products:
1) Think of a product in your inventory that you are very excited about (whether it's something you created or chose to carry)
2) Write one line that describes why you chose to create it, or why you chose to carry it in your store.
3) Put that line into the product description or an ad or email featuring that product
Want to take it to the next level? Do it every day for a week with a different product.
Which product will you do this with? Hit reply - I'll be happy to help you perfect the sentence.
Show them your chef chops,
Chavy