Check out this editorial by Tracy Mullins, president of the National Retail Federation. http://www.stores.org/Current_Issue/2008/02/President'sColumn.asp.

It addresses how some great stores and great brands go away because they don't successfully communicate the features and benefits to consumers. The owners have the curse of knowledge- they know all about their products and services  and sometimes that owner does not see what the customer doesn't know or understand. The owner believes the features and benefits are obvious.

Not always.

I think that happens alot with crafts. People see something in a magazine and they decide to come to a scrapbooking store. Once inside they are immediately overwhelmed by product, most of which has no clear instructions on the packaging as to what to do with the product.

When you (the storeowner) look around the store everything seems clear, but then again, you are an expert on scrapbooking. This new customer doesn't even know what you've forgotten over the years!

Until you look at your store through new ideas, you may be missing opportunities to reach out to new customers and develop beginner customers into intermediate ones.

You can take steps right now to faciliate the process.

• Create samples and storyboards. Have you noticed magazines are turning food prep into an equation- this plus this equals dinner? Do the same with scrapbooking. This tool plus this paper equals this outcome.
• Tag samples with shopping lists.Make a list of all the supplies and tools used to create that sample, no matter how obvious that information is to you.
• In beginner classes start with the basics. Describe the tools and what they do. Explain that 12 X12 is a starting point for paper and students can cut into it.
• Do spur of the moment tool demos. Yes, that means opening one of the packages and writing that off as a non-sellable. However, I guarantee you will sell more tools if folks have a chance to try before they buy.
• Outfit your classroom with tools to try. Sure you can expect folks to bring some things. But again, the more time they get to play with your "toys" the more they will want that toy for themselves.
• Invite a group of non-scrapbooking friends, folks whose opinions you trust in, to walk through the store. Perhaps some friends who are members of the local chamber of commerce will help you. Hand them a project page and ask them to find the supplies in the supply list then listen to what they have to say.

I knew a terrific sewing teacher who started every beginner class with how to turn on and thread the sewing machine. Seems obvious to anyone who sews, right? But if you've never learned to sew how would you know how to thread a machine?

Same with computers. In a beginner class you have to show people where the power button is- how would they know otherwise?

New customers won't always ask for help and we don't want them to leave your store empty handed. Visual cues are a great start and any kind of hands-on experience will help the customer relax while building her confidence.

Bottom line? Your mom was right. Sometimes you can be too smart for your own good.--Beth