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inside the crafters’ mind


Inside the Crafters’ Mind by: Stephanie Hackney W


ouldn’t it be wonderful if we could get inside our customers’ heads and see what they’re thinking, and most importantly, to know how to endear them to us? Yes?


Well then, today’s your lucky day! As a long-time crafter, active participant in several online crafting communities, and attendee at more crafting events than I can count, I have been privy to many of your customers’ conversations as well as enjoying, or enduring, my own shopping experiences. And, as a seasoned marketing and retail professional, it’s in my nature to pay close attention to the dialog that takes place among shoppers, as well as to the subtle hints at satisfaction and dissatisfaction.


Today, in the form of questions and suggestions, I’m going to share with you the thoughts of your current and future customers, both of whom play a vital role in your success, as well as key thoughts about building your brand.


Do you truly understand who shops at your store, and who might do so if they were enticed? Do you know who your most profitable customers are and which are the most costly in terms of resources? Until you truly understand who your ideal customers are, and what their needs are, it’s almost impossible to reach them or fulfill their needs. If you are not sure about what they need, just ask! We crafters love to give our opinion. Now, that doesn’t mean you have to do everything we ask of you. In fact, as a marketing professional, I would caution you against attempting to be all things to all people – that’s a recipe for failure. You can, however, make small changes that have huge impacts.


Concept #1: Who Are Your Ideal Customers and What Do They Want?


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