Monthly Archives: October 2013

Old cross-post: Respecting your customers.

This last evening I was in the neighborhood, and decided to take a look at ABC Carpet and Home. For those of you who don’t know this store, it offers fabulous, and fabulously expensive, furniture and various sundries from designers all over the world. It’s a huge place, taking up something close to a city block and several floors.

I was just looking at some towels. You see, they were running a small summer sale, and I am in the market for some towels, and I really like those waffle-weave-type ones they have there. They remind me of Italy.

Anyway, it turns out that it’s really hard to find a price tag on towels at ABC. They range from not-cheap to insanely expensive, and you have to ask someone for the price on some if not all towels, and also ask if something is on sale or not.

Why?

Is it the “if you have to ask” thing? Are the intentionally being intimidating? What about the designers where there is a clear price list listed right there? Why is that only available with the less expensive ones? Is there some aura they are going for, of mystery?

Because it just made me tired. I didn’t want any towels after that experience. Why stores obscure prices escapes me. It’s easier for everyone if the store just trusts that the customer can make his or her own decision. It doesn’t have to be a blaring sign, just a place you can look to find out how much something costs. This allows someone to say, “well, that’s very nice but I can’t afford it” or “$900 for a towel? I can’t afford not to get it!” as they please.

Make things a little easier for people and you might be surprised at how much they appreciate it, and you.

Content strategy folks.

Sophistry is intended to become a resource for Content Strategists and their ilk. For now, I’m just building it, and there are many wonderful resources that are more fully baked.

A List Apart has been more or less on the forefront of the good stuff, with its Content Strategy section, and for those of us who write, the Writing section.

There’s some good work from the Razorfish folks at Scatter/Gather. Michael Barnwell and Rachel Lovinger I’m familiar with, and I’m sure the rest of the folks are good too.

Kristina Halvorson has been at the game for a while over at Brain Traffic.

Karen McGrane is another longtime CS person. She’s smart.

Erin Kissane wrote the book on CS, or at least one of them, and a good one too.