KISS and tell

Art Business News, Dec, 2004 by Murray Raphel

5. Having a simple idea can separate you from the competition. We once were asked to review a Yellow Pages ad from a gallery. Their headline was: "Western and Country Art Specialists. Featuring many other styles. Prints and originals." At the bottom of the ad in tiny print were these words: "Laser Disk screen. 24,000 images to choose from."

We took these words and put them at the top in big capital letters: 24,000 ART IMAGES TO CHOOSE FROM.

That's what made them separate themselves from the dozen other art galleries in the same Yellow Pages, all offering similar reasons to buy from them. They could be part of a chain operation since their messages (all from different owners) were nearly identical.

Did the simplicity of this headline work? Yes. Did it attract more customers? Yes!

6. But how much is it? An issue of Newsweek had a four-page, full-color ad for Canon's Pixma photo printers to use with its cameras. It displayed six different models with in-depth descriptions, but with no prices. Surely some were an acceptable cost to make me interested to see the product live, in person. But I did not know if they were affordable for me to buy, or so expensive that they were afraid to tell me.

7. Know what your customers like. You need to not only know your customers' tastes in arts, books and posters, but also personal information you discover in your conversations with them. Joe Girard, America's No. 1 automobile salesman, when talking to a first-time car buyer, found out his/her birthday, hobbies, favorite candy, names and ages of the spouse, and the children. When the customer returned a few years later for a new car, Joe reviewed his notes. He had the person's favorite candy, a gift relating to his hobby and had sent birthday greetings to every member of the family the previous years.

Joe was on third base heading for home with the sale before the customer sat down.

For reprints of this article, contact LaTonya Brummitt at 314-824-5504, or e-mail labrumitt@pfpublish.com.