I don't sell toys. I sell Play Value.
I don't sell baby products. I sell Peace of Mind, Safety, and Love.
I don't sell books. I sell Imagination, Travel, and Dreams.
I don't sell hobby products. I sell Creation.
So why would I be advertising toys, baby products, books and hobbies when I should be selling Play Value, Peace of Mind, Imagination, Creation and Dreams?
Not everyone who sells toys sells Play Value. Not everyone who sells baby products sells Peace of Mind, Safety, and Love. Not everyone who sells books sells Imagination and Dreams. Not everyone who sells hobby products sells Creation.
But almost everyone who buys toys, baby products, books or hobby products wants Play Value, Peace of Mind, Imagination, Creation or Dreams.
It isn't products that they want. It is feelings. Sell the feelings. Sell your customers what they truly want.
PS This is called flipping the conversation. Flip the conversation you have about your store from the tools you sell to the projects those tools create. Don't talk about the hammer, talk about their dream tree house that hammer will build. Don't talk about the shoes, talk about how they will feel when they finally run that race. Don't talk about gift ideas, talk about the smile on the recipient's face and the hugs shared. That is how you speak to the heart of your customers.
PPS The smarter of you already figured this out. I'm not just talking about your marketing. I'm talking about your customer service, too. Align your services and approach to customers around their feelings and you will feel it, too. At the cash register.