Random Thought #457
You really should not try to have a business out of a building that looks exactly like a house, or that used to BE a house unless any of the following are true:
1) The house has gigantic windows in front that you intend to keep clear of blinds, curtains or any other opaque obstacle between the street and your merchandise
2) The house is on a very busy street LINED with other business-houses
3) The house is a hundred year old mansion and every local within a 50 mile radius knows that it is now zoned for commercial property and that no one has lived there for years
Now, let me tell you why. See, some of us are paranoid nut-jobs and when we googlemaps a store location, drive there and realize that the place we are seeking is a two-story bungalow sitting outside a suburban neighborhood with only a hand-painted sign out front signifying that it is a business and not a residence, our minds go into over-drive and start envisioning ridiculous scenarios that we are already fully aware will probably never take place. However, once those thoughts are inside our minds, they are hard to shake.
For instance, this past weekend I drove past a little house sitting out in the middle of nowhere on an old road, outside of a major metropolis. A sign out front read, "Coffee Shop" but I wasn't buying it. All of the windows were covered, the front door was nothing but a regular six-panel wooden door. How do I know that once I walk through that door I'm not going to be turned into a wax manequin or a human lamp? It is a pretty good cover, really. Act like you are a coffee shop, but dismember people in your basement. (Yes, I know I watch too many horror films. My husband is probably right to try and cure me of that...)
Second, even if it IS a legitimate business, if it looks like a house, I always feel awkward just walking in. Yes, I am a pretty introverted person and I am sure others do not have this problem. But my inner dialogue when faced with such a dilemma goes like this:
"Should I knock?"
"No, of course not. It is a store!"
"Yes, but what if it is just one little old lady selling antiques and she is at lunch, but she just has lunch in her own kitchen because she lives here, too and I walk in and make her get up and put her slippers back on just to greet me at the door?"
"Well, if they were at lunch, I am sure there would be a sign up, or the door will be locked."
"Oh, ok. Yes, there would be a sign up. Or the door will be locked... I will try the door." ---door creaks open...
"Oh, it isn't locked! I bet they just forgot to lock it. It is definitely lunch time Oh, shit I will just go to the freaking mall!"
Now, if the business looks like a home but has huge picture windows that can easily be seen from the street, I feel a little better. SURELY no one will turn me into furniture if any old passerby can see inside the house. If there is merchandise displayed in the window, even better. Then I know that you at least have stuff for sale (or are very committed to conning people) and I can feel a little relieved when I walk through the front door without knocking first.
So, these are just a few marketing tips for anyone who is looking to open their own business in the near future. Yes, I am looking into starting therapy sometime soon. Thanks for asking.
