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    How Do I Get Customers Into My Store?

    Q: I have a retail business, a mattress store inside a shopping mall. Foot traffic continues to decline every month. We used to average 8 to 10 people a day. Now, we're averaging two or three or sometimes no at all. What are some ideas to get more customers through our doors?

    A: Well, first off, you always market to people who know you. So, what are you doing with your email lists?

    Are you constantly going back to them and looking at new ways to engage them in a different way? And, what are you doing to encourage them to come back more often? How far back do you have records? Because you know what? A mattress after 10 years is kind of worthless. 

    Are you finding a new way to go back to those customers? People who know you are a much easier sell than trying to get people who don't know you. 

    But at the end of the day, work your lists.

    And those of you who still aren't getting email lists or even physical addresses, what the hell are you doing because you've got someone who likes you and has given you money. You have to find a way to get them to join your list because that's the easiest way you can market.

    You have to intrigue people on your mall signage. And don't just have another one of those, "Mattress sale. 20% off this weekend only." That's B.S. We all know that you're going to have a sale like that in, I don't know, two more days, and if I miss it you're going to give me the same price anyway.

    So, why don't you do something creative, something like - "Your 10-year-old mattress has over a hundred pounds of dead skin in it. Sleep better in a clean mattress." That's going to get somebody's attention like, "Really, is that true?" which it is true by the way. 

    That's why old mattresses are so heavy. Or, "Stop the Unisom. The number one cause of sleeplessness is an old mattress."

    You've got to think like your customers, right? You've got to understand their pain points.

    Look, sleep aides are up 30%. If you can't ride that to new mattresses, what the hell are you doing?

    Are you just waiting around hoping somebody comes in? No. You have to be proactive and connect the dots to what's going on in the world and people's habits, and then, say, "How do I transform that with my products?

    That's the same for the rest of you regardless of what you sell. 

    For more marketing tips on attracting customers, read How to Attract Customers and Increase Your Store Foot Traffic

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