Saturday, September 22, 2012

Your Package Should Say “I Care

sold sign

The thrill of receiving that email which reads, “You made a sale!” is almost indescribable.  And then there’s the rush to get the package in the mail.  But it’s the little things that turn a one time buyer into a repeat customer.

 
Everyone can run to a big box store and pick up something similar to your item that was perhaps made overseas, wrapped in plastic and placed on big box store shelves.  But your handmade item is different, right?  The buyer’s first impression of your item needs to drive that message home…. “not mass-produced,” and more importantly, “I care.”


packageSo what does your packaging look like?  How much thought goes into it?  Let’s start with what arrives in the mail.



Your package arrives in the mail, and for the sake of this article, let’s say that is was handled carefully by the shipping service.  What does the customer see?  A nice clean box or envelope with a neatly written or typed label or a reused container with something scrawled on the outside?  Your name should be prominently displayed on the package.  This will excite your customer (“Oh boy – my purchase is here!”)  But think about this,,,  how many people saw that package during the shipping process?  A couple?  Ten?  Hundreds?  Don’t miss this advertising opportunity!

pretty
Pretty packaging from the talented Danni of Oh, Hello Friend
CAUTION!!  Don’t tape that package closed to the point that you need a full surgical team to get into it!

Once the box or envelope is opened, what does the buyer see?  A loose item or something more?  When wrapping your item, you could use an organza bag, tissue paper or the Sunday comics.  Whatever it is doesn’t really matter as long as it adds to the ambiance of the item. It should add that “I care” element to the buyer’s experience.  Think of what the mass-merchandisers would do, and then do just the opposite!


Be sure to include a thank you note.  Again, you want to be different than a big box store.  And certainly, take care of business – your business card needs to be included.  There’s nothing wrong with including a small gift or a gift certificate or a discount code good on a future purchase as well.

Your item needs to be safe in transit and recycling/reusing packing materials like bubble wrap and Styrofoam peanuts is a good thing.  But don’t use it if it’s soiled, loaded with old tape or writing.


From start to finish, your item and the way it’s packaged and shipped needs to exude, “I care.”

 

2 comments:

  1. You are so right!! Wrapping that purchase like a gift, presenting it with love makes all the difference! And it's a difference that people remember!

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