Think for a moment why you visit this or any blog. For me it’s to see what the author is publishing today. Each time I read a new work from the author, I learn a little more about her. The more I learn about her the more real she becomes. When she goes from being a URL on the internet to a real person I become more willing to spend money on the goods and services she offers or endorses.
Traditional retail. I was raised in a retail family. We had two brick and mortar furniture stores in the Milwaukee market for more than 50 years (ending in the mid-eighties). The brick and mortar business model is part of my DNA. As the youngest of five I was exposed to business talk around the dinner table every evening. My Father and three older brothers were my first and still best business school teachers.
Why brick and mortar works. Brick and mortar means there is a real physical place you can go. You can see and touch the goods you will be taking home in exchange for your hard earned cash. You can interact with the real human beings responsible for the sales experience. Those people either leave you with a sense of confidence and security, or a sense of sleaze and schlock.
Model that experience on your blog. Each day you visit here I offer up a fresh piece of content that return visitors seem to classify as useful. The archives on this site are my floor samples. You are free to browse the showroom and see if there is anything you like. No pressure no hassle. When you are ready to get to know the human side, simply engage in a dialog via the comments section of any post. I respond to almost every comment and through those conversations you get to know me (and me you, by the way). You also get to know the other customers who shop here.
Side note: My experience “getting to know” Erika Napoletano via her blog Readhead Writing (Ranting) inspired this post. She does everything I have mentioned above. Delivers solid content all the time. Engages with me and other readers in the comments. She’s as real as real gets, I’ve yet to meet her and may never have the opportunity to do so. I still feel like I know her well enough to do business with her if the need ever arises. If that’s not the brick and mortar experience I don’t know what is.
How do you feel about blogs being the brick and mortar of the new economy?
Jim – thanks so much for the mention. I’m glad to have you as a reader over at RedheadWriting and a part of my daily “feed!” You’ve illustrated well the challenge put in front of virtual business owners today: earning trust. You’ve given three concise ways how to make the virtual become concrete and I appreciate the feeling that I’ve been able to accomplish that.
Having a virtual “store front” doesn’t eliminate any of the responsibilities of today’s business owner. If nothing else, it makes them even greater since you’re visible to an even wider audience. Know your customer, know your reach, act accordingly.
Erika, You’re welcome, only seemed appropriate since the a-ha moment for the post occurred while leaving a comment on your blog. It occurred to me that while I grew to know you by reading your blog I began to understand and trust you in the comments we exchanged. More importantly looking at the way others interacted with you and the way you treated them (in the comments again) convinced me I trust you with a writing project any day. 🙂
Just a heads-up: I’m not so good with plants. Don’t trust me with those 🙂