How the Roofer Nailed Marketing Guest Post by Chris Brogan Let me tell you about an experience I had in a little diner in Lewiston, Maine. I sat at the counter of a busy Maine diner slinging breakfast to a crowd of mostly locals, it seemed. One guy a few seats away from me did […]

How the Roofer Nailed Marketing

Photo by Becky McCray.

Guest Post by Chris Brogan

Let me tell you about an experience I had in a little diner in Lewiston, Maine.

I sat at the counter of a busy Maine diner slinging breakfast to a crowd of mostly locals, it seemed. One guy a few seats away from me did roof work. I know this because over the course of my meal, maybe eight different people interrupted him to ask him to check out a job they had in mind for him.

I couldn’t ignore any of this, so I asked, “I don’t want to interrupt, but you sure are getting a lot of business just sitting here at the counter. You don’t advertise or anything, do you?”

“Nope,” he said, pushing some eggs into his mouth and chewing for a little. “I come here for breakfast and lunch every single day they’re open. And every day, someone asks me if I can look at a job. Easy as that.”

Jim Katzman wrote a great article on Medium about creating swag that customers actually want. One of his tips was “Leverage Local Pride.” That got me thinking: Local products would make the best swag. Local products are easier Instead of designing a batch of custom pens or ordering another lot of logo coffee mugs, walk […]

Jim Katzman wrote a great article on Medium about creating swag that customers actually want. One of his tips was “Leverage Local Pride.”

That got me thinking: Local products would make the best swag.

Local products are easier

Instead of designing a batch of custom pens or ordering another lot of logo coffee mugs, walk into a local shop and buy what they’ve got. Local honey. Locally made soap. Beef jerky from a nearby producer. A small art or craft piece.

You skip the minimum order quantities and the wait time. You support another local business. And you hand people something they’ll actually use and remember.

Whether you’re at a trade show, conference or heading to a special event, you can share your local flavor rather than “yet another water bottle.”

People love local products

A tasty sample from Head Country sauces in Ponca City that is easy to take home.

I often give visitors Shawnee Mills cornbread mix packets when they come through Oklahoma or I visit them. Cornbread is an important cultural food to me. Even though I live a few hours from Shawnee, it’s local enough. And people love it when I share stories about my grandmother making cornbread.

That’s what local products do. At their best, they tell a story about your place.

Head Country BBQ Sauce in Ponca City, Oklahoma, once made mini 3-ounce bottles specifically as swag. Small enough to meet TSA liquid rules, so visitors could take it home even when flying.

Make it yours and theirs

You can co-brand if you want: add your sticker or tag to local sauces, seasoning mix, or whatever fits your business. Or just hand it over as-is with your business card (or your loyalty card).

Those Head Country sample bottles included some promotional text about Ponca City, done in cooperation with their economic development team. (Go, Ponca!)

Shawnee Mills actually does custom mixes, and that would be so much cooler than a generic water bottle with your logo.

When I managed a liquor store and was participating in social media conferences, I took mini 50ml bottles of liquor, added a little card from Moo printers, and used that as my calling card. People would fight over them!

My liquor store business cards for social media events. Photo by Crystal Storm.

It’s better marketing

When you give someone local products, you’re not just promoting your business. You’re showing that you support other local businesses. That’s good marketing for you and good for your community.

Next time you need swag, look local first

Walk around your downtown. Check out local makers and producers. See what’s already on the shelves at local shops. Look regionally and check out “made in your state” products.

You’ll find something better than another notebook, and you’ll be supporting the businesses around you at the same time.

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I grew up in a small town in Maine, but I don’t think of myself as a small-town guy. My parents were involved in local community service groups. My Dad was the Cub Scout leader, a member of the Jaycees and the Elks club. And I remember helping him and other volunteers build a kiddie […]

I grew up in a small town in Maine, but I don’t think of myself as a small-town guy.

My parents were involved in local community service groups. My Dad was the Cub Scout leader, a member of the Jaycees and the Elks club. And I remember helping him and other volunteers build a kiddie pool, which literally changed the town park’s landscape.

The town I live in now isn’t small. And while I’ve been part of our local theater and coached youth basketball, I am not nearly as involved as my parents were in shaping the future of the town I grew up in.

Honestly, the idea of effecting change here seems more daunting; the thought of all the hoops, of filling forms, getting approval from committees, not to mention dealing with naysayers, doesn’t exactly inspire someone to take action.

And then, I cracked open Becky McCray’s new book and read the beginning of the Idea Friendly Creed.

“We are a community of possibilities, not of problems. We are action takers. We are optimistic.”

Those lines alone got me nodding my head, and they set the stage for a book filled with everything the subtitle of The Idea Friendly Guide promises: “Practical, Immediate Steps to Break Free from Old-Way Thinking and Transform Your Community’s Future.”

I’m also partial to some of the books’ more irreverent encouragement.

“We don’t care about titles or who holds official positions. The people who do hold titles may not think like us. That’s ok. No one can stop us from doing the little things that really matter.”

The Method 

The Idea Friendly method is simple.

“Gather Your Crowd with an idea that entices others.

Build Connections to turn your crowd into a powerful network.

Take Small Steps to accomplish your idea together.”

Hang a trash bag where folks hang out, and they’ll use it. Social contract repaired. Photo by Rob Hatch.

For years, I (and others) have been telling Becky that this method would work really well in all sorts of scenarios. She knows we’re right, but it’s really meant for you or for me to use to shape the future of our communities.

A while back, I wrote about taking a trash bag with me to my local fishing spot to clean up some of the cans and other trash people left behind. I also hung a trash bag from a tree and filled it with a few cans to get things started. A few weeks later, it had more trash in it, rather than scattered on the ground.

It was Becky and her method that inspired me to, in some small way, shape a tiny corner of my community. Because as the Idea Friendly Creed says,  “We create the moments that show what this town could be and the places that take our breath away, if only just for a moment. What we create doesn’t have to be permanent to create possibility.”

I think that’s one of the things I appreciate most about Idea Friendly. That we can take small practical steps, that what we create can be measured in moments. And by creating those moments, those small wins, we have something we can build on.

Of course, small towns need businesses to grow. I think that’s where Idea Friendly thrives because, as great as those start-up competitions and pitch contests might be, I think I prefer the Idea Friendly perspective.

“We’d rather help 10 people try their own ideas than to hold a vote and tell everyone to support the “winner.” That might be more efficient, but efficiency isn’t our goal. Community is our goal. And we try everyone’s ideas.”

Imagine a town (or any place) where community is the goal. Sounds like a good place to start a business.

Have a great week.

Rob

P.S. Go grab a copy of The Idea Friendly Guide. It doesn’t matter if you’re not a small-town person; it’s a damn good book.

By Stephanie Ward, Firefly Coaching Caring isn’t something you can do if you’re only using it as a tactic. You can’t fake caring, either you do or you don’t. The good news is that we all have the capacity to care. It’s a state of being that you can tap into, just like gratitude. We […]

By Stephanie Ward, Firefly Coaching

Caring isn’t something you can do if you’re only using it as a tactic.

You can’t fake caring, either you do or you don’t.

The good news is that we all have the capacity to care.

It’s a state of being that you can tap into, just like gratitude.

We would probably be more caring, more often, if we just thought about it.

Like anything, it has to be a priority, something you are consciously thinking about and want to do.

So how can you show potential clients, your current clients, and the people in your network that you care?

Here are some ideas to get you started.

1) Listen

We all want to be heard. My favorite habit from Stephen Covey’s book, The 7 Habits of Highly Successful People, is Habit #5: First seek to understand, then to be understood.

Listen deeply to people when you communicate with them. Make sure they feel that you hear them and clearly get what they are saying.

2) Ask How It’s Going

Ask your clients about their experience with your products and services. Ask them if they are satisfied, if they are receiving what they expected.

If things aren’t up to snuff, do everything you can within your power to make the situation right. And then do even more to exceed their expectations.

3) Offer Help

If you see that someone is struggling with something, offer to help.

Can you share a resource that will help? Make an introduction? Review something?

Being helpful is a wonderful way to show you care.

4) Check In

Check in with people for no reason other than to say hello and see how they are doing.

You can drop a note in the post, call, or send an email.

5) Give Support & Encouragement

If you know someone has an upcoming event, book launch, speaking gig, or an equivalently big deal on the horizon – send them a message of encouragement.

Caring about the success of others is fun and easy to do.

6) Share Their Work

As the Salvation Army says, Sharing is Caring. If you care about someone, and the work she is doing, share it.

Social media makes it a piece of cake to do. So take a few minutes to share the creations of others.

7) Keep Your Promises

In business, your word is everything. Caring about someone means keeping your promises.

Keeping your promises builds trust and lets people know they can count on you.

8) Say Thank You

If someone does something kind for you, show you care by saying thank you.
Showing your appreciation goes a long way and yet, it’s another thing we sometimes forget to do.

The funny thing about caring about people is that in your effort to give, you will also receive. It feels good.

How do you show people you care?

© Stephanie Ward, reprinted by permission

Photo PD by Alex Starnes, via nappy

Stephanie Ward is the Marketing Coach for Entrepreneurs who want to create meaningful and prosperous businesses. Grab your FREE copy of the special report ’7 Steps to Attract More Clients in Less Time’ plus business building tips, at: https://www.fireflycoaching.com.

Which one of these ideas will you try? How do you show your clients you care? Share your experiences, thoughts, and questions in the comments section below.

Are you starting a business that could use retail space, but you can’t justify renting a storefront? Find a tiny space inside another business that can be your incubator. Who could display This can work for all kinds of physical-display businesses: Artists Crafts Authors Resellers Photographers Shelf stable foods and beverages Small manufacturers Agri-products like […]

Are you starting a business that could use retail space, but you can’t justify renting a storefront? Find a tiny space inside another business that can be your incubator.

Who could display

This can work for all kinds of physical-display businesses:

• Artists
• Crafts
• Authors
• Resellers
• Photographers
• Shelf stable foods and beverages
• Small manufacturers
• Agri-products like beeswax candles or goat milk skin care

Who could host

And any kind of bricks and mortar business could host:

• Retail stores
• Lodging
• Coffee shops and restaurants
• Services like insurance or legal offices
• Cultural spaces like museums

The host business doesn’t have to be related to the pop-up. In fact, when they’re not related, both sides benefit from exposure to both sets of customers.

Many small town businesses struggle to keep enough merchandise on display to make the store feel full and vibrant. Adding a pop-up business can help fill out the interior.

Together, you’re creating an experience for your customers that they can’t get anywhere else.

See also: How do you get merchants to host pop-ups inside their business?

Start with one wall, one shelf, one square foot of retail space. Here are some pictures to inspire your creativity.

Photography in a clothing store

It’s tough for retail stores to fill the space  near the ceiling, and any empty space makes a small town business look sparse. Solution: local photography display. Photo by Deb Brown

One square-foot retail

Beauty salons are natural business incubators. Salons always have other little businesses growing inside them because they have great foot traffic. This is an opportunity to do more with the same amount of space.

Probably the smallest pop-up I’ve seen is this stack of headbands, crafted by a local high school senior raising money for her mission trip. It fit into one square foot of the retail counter.

You don’t need much to start small. Even one square foot of space may be enough. Photo by Becky McCray.

The One Wall Bookstore

I love the one-wall bookstore idea! How many times have people said your town is too small for a bookstore? You’re not too small for anything if it only needs one wall!

One wall of shelves made a flexible pop-up space inside The Village shops in Washington, Iowa. Photo by Cathy Lloyd

A building of tiny shops

Besides the one-wall kids’ bookshop, this building is divided into many different small retail shops.

Another one-wall bookstore, this time for kids books. Photo courtesy of Walker Mercantile, Woodward, Oklahoma

Local art and photography

Every local business (retail, service, office…) needs art on their walls. Every local artist needs to get in front of new customers. Put those together, and you have an amazingly easy local art project.

Coffee shop Gathering Grounds displays local art on the walls in Avon, Minnesota. Photo by Deb Brown

Fill just one shelf

A local hobby farm doesn’t need a full retail store for their goat milk products. One section of an endcap display in the local pharmacy may be just right.

This pharmacy obviously hosts a lot of different businesses. Photo by Deb Brown.

Start ’em young

Anyone with even a few products can display on a shelf. This high school student displayed insider their local salon.

High school student Rebecca has her own shelf of skin care products inside a local salon. Photo by Deb Brown.

Make a visual change from the host business

Use a different type of flooring, and it will look like a store-within-a-store. Don’t miss the rack of books by the local author.

This bakery hosts a pop-up decor business tucked into a corner and a book rack from a local author, in Webster City, Iowa. Photo by Becky McCray.

Provide products that are hard to find locally

For resellers, consider products that aren’t offered anywhere else in your town, like hardware items.

Small towns double up: this aisle of the grocery store is a tiny hardware store. Photo by Deb Brown.

Fill every corner

Even lodging and B&Bs can host pop-ups.

I caught this tiny store inside a B&B where I was staying. There’s a variety of vintage items, paper goods and more. Photo by Becky McCray.

Add one shelving unit

Inside the Chickasaw Cultural Center, one shelving unit offers canned and packaged foods for sale. Photo by Becky McCray.

Divide a building and share

This clothier also has a full size coffee bar. Photo by Becky McCray.

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“I want to start up a new business in town which will compete with an existing one. I believe there are enough customers for both of us. Should I talk to the business owner about my intentions before I start?” That’s the real-world concern from a reader. In small towns, we think about things like […]

“I want to start up a new business in town which will compete with an existing one. I believe there are enough customers for both of us. Should I talk to the business owner about my intentions before I start?”

That’s the real-world concern from a reader. In small towns, we think about things like this. We don’t want to hurt anyone often because we know them, or we know their family.

I’ve never personally asked anyone when starting a potential competitive business or been asked by anyone (except my sister, but that’s a long story). While some people do get angry about it, I believe competition is a good thing, even in a small town. And I say that from personal experience in business.

I discussed this question with my colleague Deb Brown, a former chamber of commerce director and entrepreneur, to get additional ideas.

Generally, we don’t think it’s necessary to speak to them first. It’s also not out of the question, if you feel strongly about it because of the person involved, whether you know them, or the size of the town.

Test your idea first

The main advice Deb and I would offer is to do small tests first to gauge the market. That’s how you’ll know for sure if there is enough demand to support another business.

You can do this for a retail business through pop-ups, renting booths at festivals or events, or through tests selling a few items online or inside another business. For services, you can start offerings online, a mobile location like a trailer, or with a few temporary tests. Once you start those small steps, you’ll learn a lot about what people want to buy, what they’ll pay, and what they are hungry for.

You may find there isn’t demand, so you don’t have to go have that awkward conversation after all.

Look for opportunities to cooperate

Small businesses in small towns have more opportunity to cooperate. Even a direct competitor might cooperate with you. This makes for a much easier conversation than seeming to ask their permission to start. Instead, go to them with ideas for ways to work together.

Here’s an example advertisement from three retail businesses, two of which are direct competitors. All three were along the same block in a downtown.

Three local stores cooperated on this joint ad, marketing their stores together. Photo by Becky McCray.

Ask your small town business questions here

Do you have a question about your small town business or business idea? Reach out on our personal contact form.

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In today’s fast-paced world, many individuals find themselves stuck in careers that fail to ignite their passions. For some, the journey to rediscovering creativity can lead to unexpected and fulfilling paths. This is the story of one such entrepreneur who transitioned from a corporate finance job to creating a vibrant experience-based business in downtown Bellefontaine. […]

In today’s fast-paced world, many individuals find themselves stuck in careers that fail to ignite their passions. For some, the journey to rediscovering creativity can lead to unexpected and fulfilling paths. This is the story of one such entrepreneur who transitioned from a corporate finance job to creating a vibrant experience-based business in downtown Bellefontaine. Through her journey, Jessica Epley not only embraced her artistic side but also built a community hub that fosters creativity and memorable experiences for all who visit.

Take small steps: craft shows and teaching classes

After college, Jessica ventured into the finance sector, but the reality of staring at Excel spreadsheets for eight hours a day quickly made her realize that this path wasn’t for her. Fortunately, she was in a position to leave that job and take some time to rediscover her passions.

Once Jessica stepped away from the corporate grind, it felt like a fog had lifted. She began to explore her artistic side, diving into painting and macramé. This newfound creativity led her to travel around, setting up at craft shows and markets to showcase her work. Eventually, she transitioned from being a vendor to teaching classes across the state, sharing her love for creativity and crafting with others. She discovered her true passion lies in providing people with memorable experiences that they can cherish forever.

Stepping up to a downtown space

Then a small space became available in downtown Bellefontaine. Tired of the constant setup and teardown of market events, Jessica decided to take a leap and commit to this space for a year, envisioning it as a creative haven. Her goal was to create an environment where people could come, spark their creativity, and walk away with a wonderful memory. Thus, Triple Moon Designs was born.

However, just a few months into this venture, it became clear that the space was too small for the activities she had planned. By March of this year, she made the bold decision to move to a larger location, which allowed her to introduce a new feature: the candle bar.

Adding the candle bar

The candle bar offers a laid-back, low-stress crafting experience for everyone. While it requires significant behind-the-scenes work, it has attracted visitors from out of town who come specifically for this unique experience. As their candles cure, they have the opportunity to explore and enjoy the local shops and restaurants in the community, creating a vibrant atmosphere that benefits everyone involved.

Advice to you

“My advice to anyone offering an experience-based business is to think about how special it can be and shoot for that every single time. I don’t feel like I have a lot of business advice to give yet, but from my limited experience I would remind entrepreneurs that collaboration happens at the top. Being willing and able to work with other local businesses has helped me tremendously in getting my business name out there and given me the opportunity to build a network with other successful people. I’m so thankful for our downtown Bellefontaine business community and how we are working together to make our whole town the unforgettable experience!”

As Jessica continues on this journey, she remains committed to inspiring others and fostering creativity in her community. Her story serves as a reminder that it’s never too late to pursue your passions and create something meaningful.

If you’re interested in learning more about taking small steps to create an experience-based business in your town, don’t hesitate to reach out to us for ideas and advice!

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Continuing the discussion on experience-based businesses, what happens after everyone in town tries it? Do these businesses go away? Sheila Scarborough posed the question this way: How do all these axe-throwing and escape room places think they’re going to stay in business past a few years? Main Street Expert Jackie Wolven weighed in: In a […]

Continuing the discussion on experience-based businesses, what happens after everyone in town tries it? Do these businesses go away?

Sheila Scarborough posed the question this way:

How do all these axe-throwing and escape room places think they’re going to stay in business past a few years?

Main Street Expert Jackie Wolven weighed in:

In a tourist community they might be ok if they keep it fresh. But like any small biz, if they aren’t making money they will close and move onto something else.

I was also thinking with the current popularity of shows like Game of Thrones, Last Kingdom and Outlander… the axe throwing probably is a cultural phenomenon. And the true crime fandom is just as rabid which might be driving escape rooms.

The Hat Bar: customize your own hat

We’ve talked before about the candle bar in Bellefontaine, Ohio.

Get your own custom western hat in Caldwell, Kansas. Photo via Rustic Longhorn Co facebook page.

In Caldwell, Kansas, there’s a retail business called Rustic Longhorn Co. that features a hat bar. I had to ask what a “hat bar” even was. They sell hats you can customize on site. Pick a cowboy hat or trucker cap. Pick your hat band, patches or other decorations. Assemble your personalized hat right there in the shop.

Won’t people get tired of making hats?

But how many customized hats does this town really need? They do get a lot of western-theme tourism, so it may have staying power.

When everyone in town has enough hats, they can swap it out for a new experience later. The store as a whole remains, even as the experiences change.

Every small town business has to work at keeping their offerings fresh and relevant. 

Advertising the hat bar in the window draws in new customers for the Rustic Longhorn Co. in Caldwell, Kansas.

When Kathleen Minogue of Crowdfund Better mentioned Common Ground Coffee and Market to me, I found their Instagram feed was full of stealable ideas for small business social media marketing. We first talked about how they let customers know about changes to their hours. They’re in Boise, Idaho, which I realize is not a small […]

When Kathleen Minogue of Crowdfund Better mentioned Common Ground Coffee and Market to me, I found their Instagram feed was full of stealable ideas for small business social media marketing.

We first talked about how they let customers know about changes to their hours.

They’re in Boise, Idaho, which I realize is not a small town. I promise I wouldn’t share ideas unless they also worked for small town businesses.

These ideas are perfect for coffee shops, gaming businesses and other third places where people gather and hang out.

Any small town business could copy their “Open the shop with me” video, or their post of staff members as a group.

Steal this idea: do an “open the shop with me” video! Image from Common Ground Coffee and Market, Boise, Idaho, Instagram.

Partner with other groups and businesses, even in small ways.

You don’t have to come up with, organize and then staff every event. Start looking for other clubs, groups, people and other businesses you can partner with. What do people like to do in your town, for fun or activities? Try tapping into those folks to help create experiences inside your business.

Notice how each of these events is in partnership with another local group or business. Image from Common Ground Coffee and Market, Boise, Idaho, Instagram.

Another idea to steal: SILENT book club.

I’d love to join someone’s silent book club! And how easy would it be to make one?

In another photo, the Common Ground folks showed a pile of books on the table to kick things off. Just bring some of your own used or To Be Read pile from home, grab some used books from the library sale, or just ask around!

No rules. Just read.

Need more coffee shop and gathering place ideas?

Check out these past idea-fests:

• Crowdsourced ideas for coffee shops and other third places
• Build your business with mini-events

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Guest post by Jason Duff, founder of Small Nation Ever wanted to pour your own candle? Now you can right here in Downtown Bellefontaine! Triple Moon Designs in Bellefontaine, Ohio, recently added a new and exciting candle bar, offering a unique experience not typically seen in small towns. My team has had the chance to try it out […]

Guest post by Jason Duff, founder of Small Nation

Ever wanted to pour your own candle? Now you can right here in Downtown Bellefontaine! Triple Moon Designs in Bellefontaine, Ohio, recently added a new and exciting candle bar, offering a unique experience not typically seen in small towns. My team has had the chance to try it out and they’re raving about it. Owner Jessica Epley has curated the best-smelling and cleanest scents, as well as some of the nicest vessels that range from only $20-$35.

Candle making as a business gets a new spin in this “candle bar” where customers can design and make their own candles. Triple Moon Designs in Bellefontaine, Ohio. Photo courtesy of Small Nation.

Plus, if you like your created scent, Jessica can re-create it for you to make for the perfect Christmas or new client gift!

How Candle Making Creates an Economic Ripple Effect

Jessica’s new candle bar is a perfect example of the kind of destination-type experience that brings vitality and vibrancy to our community. Creating these unique experiences in a small town setting holds immense value. They draw both locals and visitors. The candle bar isn’t just about making candles; it’s about the experience of creativity and personalization. Visitors have the opportunity to craft something uniquely their own, and this hands-on activity creates a memorable and engaging experience that keeps people coming back.

One notable aspect is the two-hour curing time for the candles. This built-in waiting period is a strategic advantage for our downtown area. While their candles cure, visitors are encouraged to explore and enjoy the other offerings in Bellefontaine. They can dine at one of our local restaurants, browse the many boutiques, or enjoy a coffee at a nearby café. This not only enhances their overall experience but also supports other local businesses, creating a ripple effect of economic benefit.

By people like Jessica integrating destination-type experiences like the candle bar into our downtown, it’s creating a vibrant, interconnected community where businesses support each other. This synergy is vital for the sustained growth and development of small towns. It transforms our downtown into a lively hub of activity and engagement, attracting more visitors and encouraging local residents to explore and invest in their own community.

About the guest author

Jason Duff is the Founder of Small Nation. He leads the Small Nation team in developing places, spaces and dreams for small towns and small town entrepreneurs across the country. The 4th generation of a family of entrepreneurs, he started his own businesses before leading a team that has completely revitalized the city of Bellefontaine, Ohio, population 14,000. Read more about how Jason and team did it at Small Nation.