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This is the third article in a five-part series that details exactly what you need to market your fashion boutique and make it a success. Many marketers subscribe to the 40/40/20 rule of direct marketing, which states that 40 percent of your success depends on your offer, another 40 percent depends on the quality of your mailing list, and the remaining 20 is contingent on everything else. In general terms, this might be true; but for fashion boutique marketing image is what sells. Your customers want to know that when they buy from you, they'll be stylish, sexy and confident. This is why powerful copy is so critical to fashion boutique success.
Craft a powerful headline - Your headline is the introduction to your marketing piece. It grabs attention and elicits interest. It tells your customers that you have what they want right up-front. It can play on desires, fears and a general sense of making life better, but it should be very specific in nature. If your headline can solve a problem and present an offer in one or two lines, all the better. Highlight your benefits - Many amateur writers list features but forget to include benefits in their marketing copy. Features are statements, but benefits sell. If your fashion boutique features designs from world-class fashion designers (feature), then you can say your customers will be dressed in the hottest trends when they shop your boutique (benefit). Develop an incredible offer - Free or discounted apparel, tickets to fashion shows, and other paid (by you) incentives are all excellent ways to drive business to your fashion boutique. You can also offer an image, a look, and cool confidence to your customers by virtue of simply donning your garments. Motivate with a call to action - A call to action tells your customers exactly what they need to do next to take you up on your offer. Be very specific and provide several ways to respond (call a phone number, visit a website, visit your fashion boutique, etc.).
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