Even with concerns about the economy being on every newscaster’s lead story, the holidays haven’t been cancelled. Your customers are still planning to celebrate. The question is not “Will they spend?” It is “Where, how, and with whom?” Here is the good news: national forecasts say 2025 holiday retail sales are expected to top 1 trillion dollars for the first time, with overall growth around 3.7% to 4.2% over last year. Online spending alone is projected to hit roughly $253 billion , up more than 5% from 2024. Here is the tension: despite those industry predictions, individual shoppers say they plan to cut their own holiday spending by about 10%, mostly because of higher everyday costs. They still want to honor traditions, but they are trimming extras and searching for real value in every dollar. While it may not always feel like it, there is plenty of money moving through the season. But it won’t land with businesses that look generic or transactional. It will go to the places that feel worth it. So what can you do to be recognized as one of “those places”?  You need to show value and create memorable experiences to attract your community’s dollars right back into local storefronts. You can do this by: 1. Sell Solutions, Not “Stuff” When people feel financially tight, they become laser-focused on solving gift-giving challenges. Reframe your offers around that instinct. Create named bundles that solve a specific holiday headache “Holiday Hosting Rescue Kit,” “Teacher Gift in a Bag,” “Self-Care Sunday Set,” “New Year Refresh Box.” Put everything they need together, price it clearly, and show the “compare if you bought separately” value. Build “good / better / best” options Give three price points for your most popular services or gift sets so people can stay on budget without walking away altogether. Put the value in writing Use shelf talkers, cards, or social posts to explain why something is a smart buy: durability, local sourcing, free refills, included follow-up, or time saved. Make the math visible. 2. Turn Your Space into a Mini Holiday Experience If customers can get the same item online, your edge is the experience. It does not have to be expensive or elaborate to be memorable. Try a few of these: “Five-Minute Reset” station Offer a quick chair massage, essential oil hand rub, hot cider sample, skincare mini consult, or stretching corner. Market it as “your five-minute break from the chaos” to draw them in. Wrapping or personalization bar Offer free or low-cost gift wrapping, hand-lettered tags, simple engraving, or custom notes. Offer an upsell with festive ornaments and ribbon on the packages. Partner with another local creative if you do not have staff capacity. Micro events that do not overwhelm your team Think 60–90 minute happenings: · “Bring Your List” shopping night with one-on-one gift suggestions · “Ask the Expert” Q&A for holiday makeup, tech setup, or wellness · Kids craft corner so parents can shop in peace 3. Collaborate so Your Offers Feel Bigger Than Your Budget In a cautious economy, partnerships are one of your strongest tools. They expand your reach without expanding your costs. Try sharing your spotlight. Feature each other on social with quick “If you are here, also check out…” reels or posts. Tag the chamber so they can amplify. Customers see a thriving, interconnected local scene, not isolated businesses struggling alone. You can accomplish a similar boost by creating a list of your favorite holiday things in town including businesses and events you love or create a video of “Here’s where I plan on doing my holiday shopping” and share why. 4. Help Customers Feel Like Financial Grown-Ups, Not Guilty Spenders This year, people are highly aware of prices and tired of surprise bills. If you help them feel in control, they will trust you more. Promote “planned generosity,” not impulse splurging Run early “Plan Ahead & Save” weeks where shoppers who bring a list or spend over a certain amount can lock in gift-wrapping, free add-ons, or January discounts. Make it about smart planning, not scarcity panic. Offer clear, fair payment options If it fits your business, consider buy-now-pay-later, deposits on larger services, or simple payment plans. Be transparent about terms. Position it as budget-friendly, not pressure. If you can, eliminate the credit card usage upcharge that businesses are implementing today. No one feels good about paying your credit card fees, especially when they spend a lot of money. If you can’t eliminate them, remarket them. Instead of saying “there’s a 3% convenience fee for using your credit card, have the price tag reflect the credit card price and give cash users a discount. Don’t penalize people for using a card. Incentivize them to use cash. Teach tiny money wins Content is powerful here. Short posts, emails, or in-store signs like “Three gifts under $30 that still feel luxe,” or “How to build a skincare routine under $75” prove you are on your customers’ side. Don’t make customers think about value. Point it out to them. 5. Use Digital Tools to Capture Online Spend, Not Compete With It With online holiday spending expected to grow over 5%, you do not have to beat the big players. You need to meet your customers where they already scroll and shop. Make it easy to buy from you without coming in Even a simple “DM to purchase,” online invoice, or quick checkout link is better than “Call the store.” Turn experiences into content Film your “Five-Minute Reset,” passport events, or behind-the-scenes prep for short reels. Show your inventory on a reel. Add clear “Here is how to get this” instructions in the caption. Feature value loud and clear Pin posts that show your bundles, your warranties or guarantees, your local impact, and your limited-time perks. People are scrolling quickly. Make the “why you” obvious. Don’t worry about a gloomy economy. It won’t cancel the holidays but it does force you to be sharper, more creative, and more community-minded. If you can show value, design small but meaningful experiences, and work together, your business will not just survive the season. It will become part of how your neighbors remember it.

The holiday season is a make-or-break time for many small businesses.

As a business in our town, we want to help you this holiday season. But we also need some assistance from you. As part of Small Business Season (November 1- December 31), we’re trying to bring awareness to the importance of shopping local. Every time someone buys from a business in our town, something bigger happens than a simple transaction. Those dollars circulate through the community, supporting local jobs, funding community improvements, and creating a stronger local economy. According to studies, for every $100 spent at a locally owned business, roughly $68 stays in the community (as opposed to $43-48 when you buy online). That money helps pay employees, supports local charities and children’s programs, and keeps the lights on for other small businesses. It’s a powerful reminder that shopping local isn’t just about convenience or sentiment. It’s an investment in our shared success. As Small Business Season kicks off, it’s a great time to think about how your business fits into that story. Whether you run a retail store, a restaurant, a service company, or a home-based business, you play a part in shaping the local economy both as a provider of products and/or services and as a supporter of our community. Why It Matters to You, to Us, to Everyone It’s easy and convenient to order online but it doesn’t do as much for our community. That’s why this Small Business Season, we’re trying to educate our residents on the importance of where they spend their money. We’re asking you to help get the word out. When people understand the impact of their purchases, they’re more motivated to support local businesses. Suddenly the convenience of hitting a button doesn’t look as appealing as the appreciation they see in your eyes. How can you help? We have an easy way that you can start today. Tell Your Story You want to put a face and personality behind your business and that starts with storytelling. Share: Your personal “why.” What makes your business unique. What you love about being local. How you contribute to the community. What your family or staff loves. A picture of something in your business (or your holiday décor). Why you started your business or talk about someone who helped you along the way. What keeps you inspired. What local causes you support and why. A favorite business memory or that point you realized you were meant to do what you’re doing. These personal details are what turn shoppers into loyal supporters in the same way that getting to know someone better builds the relationship. Speaking of building relationships, here are two simple ways to start showing up in the community (and don’t be afraid to wear your branded apparel when you do): Collaborate with nearby businesses to amplify each other’s messages about buying local. We can help you with introductions, if you need them. Display a “Small Business Season” sign or “Chamber Member” sign and encourage customers to share photos when they visit. The more we work together to elevate small businesses and help our residents (and visitors) understand why every purchase here has a purpose, the stronger our community becomes. Can we count on you to be part of this message? ------------------ Looking to read more about Shop Local? - Announcement Post - 16 Questions to Use to Prepare for Small Business Season Success - Maximizing momentum From Small Business Season

Simple Formats That Keep Your Customers Reading (and Buying)

Think of the person in your circle (even tangentially) who comes to mind when you read the word, “boring.” Who is it? Now ask yourself why you think they’re boring. It’s your opinion, right? Maybe all they do is talk about sports or maybe when you’re talking about sports, they want to talk about the weather. Perhaps they’re not boring at all. Maybe it’s just that you don’t have mutual interests. If your business is struggling to attract loyal customers, it might be that you’re suffering from the same thing. Maybe you’re talking about things your ideal customer doesn’t care about. It’s time to get their attention and become much more interesting to them. The Problem with Basic Marketing The problem many businesses face when it comes to their marketing message isn’t that they are inherently boring. It’s that what they choose to make their message is not something that appeals to their ideal audience. To captivate that audience, you need to first understand who the audience is, then present something that they need/want, and make that solution plausible/believable. But sadly, most businesses and professionals describe their services in generic ways that sound dreamy but completely inactionable or boring such as: A life coach who writes, “I help people follow their dreams.” Or a bakery that posts, “We sell cookies.” Why Generic Messaging Falls Flat Now before you argue, “But it’s what we do,” consider this: when was the last time you searched, “How do I follow my dreams?”? While you don’t have to go into long descriptions about what you do and how you do it, you do need to help your ideal client think to themselves, “That’s what I need.” It’s time to tighten up your marketing message. 1. Identify who you’re speaking to and be specific. Is it moms? Doctors? Students? Who will see the most help from your offerings? 2. Solve a problem they already have. Marketing your product or service will be so much easier if you’re selling something they already know they need. 3. Use language that fits what they’re looking for. Again, very few people are googling, “How do I follow my dreams?”. 4. Show how you can help them get what they want. Your customers have needs, wants, and struggles. They need to trust you understand what that is and can help them. 5. Line up testimonials that speak the same language. If you go through all the work to craft your marketing message, you want to use testimonials that reinforce it. So, let’s put that all together. Remember the life coach who helped people follow their dreams? We’re going to transform that message from meh to mesmerizing. Step 1. Identify the audience Instead of using the generic “people,” the life coach drills down to the realization she works best with mid-career professional women who feel stuck in unfulfilling jobs. Step 2. Solve a problem they already have Their problem isn’t “I can’t follow my dreams.” It’s “I’m burned out in my career and don’t know how to pivot without starting over.” Step 3. Employ the language they’re actually using Her ideal client is more likely searching for phrases like “career change at 40,” “how to find a meaningful job,” or “get unstuck in my career” than “follow my dreams.” Step 4. Show how you can help them get what they want These professional women don’t just want “dreams.” They want clarity, confidence, and an actionable plan to shift into work that lights them up and pays the bills. Step 5. Align testimonials Instead of posting a generic “she helped me follow my dreams,” a stronger testimonial would read something like: “I went from dreading Mondays to launching a consulting business I love. She gave me the tools to make the leap with confidence.” And you could get a testimonial like that by asking a successful client, “What’s changed in your life after working with me? Where were you before and where are you now?” That leads the client into formulating something much more substantial than, “She helped me so much.” Are you ready for the revamped marketing message/elevator pitch? Instead of “I help people follow their dreams,” it’s now… “I help professional women in their 40s who feel stuck in unfulfilling careers gain the clarity and confidence to pivot into work they love without sacrificing income or starting from scratch.” Hear the difference? Now we know exactly who can benefit. There’s no mistaking it and anyone thinking of giving this life coach a referral knows who she’s looking to work with. Those few simple words transform the original vague promise into something specific, problem-solving, and benefits driven. And that means people hearing it and reading it will know when they are the target audience. READ MORE: Are You Accidentally Repelling Perfect Customers? Fast-Track Trust: How to Win Customers Quickly Helping Customers Move Past "Let Me Think About It" ------------------------- Christina Metcalf is a writer and women’s speaker who believes in the power of story. She works with small businesses, chambers of commerce, and business professionals who want to make an impression and grow a loyal customer/member base. She is the author of The Glinda Principle , rediscovering the magic within. _______________________________________ Facebook: @tellyourstorygetemtalking Instagram: @christinametcalfauthor LinkedIn: @christinagsmith

Mastering the Art of Sharing (but not oversharing) Your audience wants to hear from you and get to know you, but oversharing (or sharing inappropriate topics) comes with its own set of problems. Sharing engaging things about yourself will help you build the kind of connections that improve revenue and customer loyalty. If you want to help your customers (and potential customers) get to know you better, we have 15 conversation starters (and post templates you can customize) to help. 1. Your Favorite Local Spot 📍 “When I’m not at [Your Business], you’ll probably find me at [Local Spot] [verb that fits that business] on my favorite [favorite thing about that business]. What’s YOUR go-to place in town?” Example: When I’m not here, I’m at Rocco’s Bookstore sipping my favorite caramel latte and perusing the true crime books. What’s YOUR go-to place in town? 2. Morning Rituals How do you start your day? Share it with your audience. Example: ☕ “Confession: I’m 90% coffee, 10% small business owner in the morning. How do you start your day?” 3. Behind-the-Scenes Moments What is working in your line of business really like? Keep it positive but don’t be afraid to show the hard work or humor behind your day. 📦 “Behind the scenes isn’t always glamorous. Today it’s [describe something funny/chaotic or show a picture or video of what you’re working on]. What’s something most people don’t know about your line of work?” 4. Local Events You Enjoy This is a great way to give a shoutout to another business or group. 🎶 “Loved spending my weekend at [Event Name]! Who else was there? 🙌” 5. Your “Small Joys” Life can be overwhelming. Sharing what keeps you grounded can help others feel the same. 🌅 “Today’s joy: [small moment—like a great cup of coffee, a laugh with a customer, or a pretty sunset]. What made you smile today?” 6. Books or Podcasts You’re Loving 📚 “Currently reading/listening to [Book/Podcast]. It’s got me thinking about [short insight]. Any recommendations I should add to my list?” 7. Pet (or Plant) Adventures 🐾 “Meet our unpaid intern, [Pet’s Name]. Their specialties include napping, snack theft, and morale boosting. 🐶🐱 Show me your ‘coworkers’ in the comments!” People love to talk about their pets and share photos. Plus, it gives you a point of conversation when a loyal customer shares something about their precious fur baby. 8. Food Finds Give other businesses a chance to shine by asking people their favorite or giving them a scenario and asking where you should go such as, “It’s Taco Tuesday. Where are the best fish tacos in town?” or “I love the fish tacos at Julies. Are you team fish or team beef when it comes to that delicious dish?” By asking, you’ll discover people have big feelings about fish tacos (and Hawaiian pizza). 🍕 “Friday night = pizza night. Always. What’s your weekend food tradition?” 9. Music on Repeat 🎧 “On repeat in the shop/office today: [Song/Band]. Drop your current favorite in the comments—I need new tunes!” It can also help when asking for new tunes to give a reason behind your ask like a workout mix, soothing sleep, or romantic date night track. 10. Hobbies and Hopes 🏃 “Training for my first [hobby/goal]. Wish me luck! What new hobby have you picked up this year?” Not only does this connect you to your audience, but it also encourages people to try new things. This can be helpful for those who are interested in something your business specializes in. Maybe they’ve thought about starting a hobby that you’re a pro at and explaining that you started something will make them feel more welcome. For instance, if you’re a gym owner, make sure you tell people that everyone is welcome whether it’s their first workout in 20 years or their 2,001st. Conversely, if you’re for pros only be specific about that. Sometimes the hardest part of trying a new business is wondering if it’s for you. 11. Throwback Stories 📸 “Throwback to my very first day running [Business Name]. I had no idea what I was in for! Do you remember your first day at your job or business?” You can also rephrase the question and ask people what their first job was. Everyone has a first job. 12. Community Pride ❤️ “One of the things I love most about [Your Town] is [specific detail]. What’s YOUR favorite thing about our community?” 13. Your Workspace Quirks 🖊️ “True story: I will fight anyone who tries to take my favorite pen. 😂 What’s one thing you always keep at your desk?” Or ask people what drink is in front of them right now. Asking what’s inscribed on their coffee mug is also a fun question with potentially hilarious results. 14. Seasonal Traditions 🍂 “It’s officially [season/holiday]! Around here that means [tradition]. What’s your favorite tradition?” 15. Gratitude Posts “Just taking a moment to say THANK YOU to every customer who has supported us. You’re the reason we get to keep doing what we love. 💛 What’s something you’re grateful for today?” ✨ Pro Tip: Add a quick photo or short video to each of these posts (your coffee mug, your pet, your desk, your town’s mural, etc.). Visuals + these captions = maximum engagement. If you think of your posts as a conversation and not a monologue, you’ll open up a new connection between your business and your audience. That can be fun and lucrative. Christina Metcalf is a writer and women’s speaker who believes in the power of story. She works with small businesses, chambers of commerce, and business professionals who want to make an impression and grow a loyal customer/member base. She is the author of The Glinda Principle , rediscovering the magic within. _______________________________________ Medium: @christinametcalf Facebook: @tellyourstorygetemtalking Instagram: @christinametcalfauthor LinkedIn: @christinagsmith

Maybe you can’t afford a celebrity endorsement like Taylor Swift, but there are still plenty of lucrative opportunities to do something on a local scale. Influence marketing is changing. While businesses once chased celebrity endorsements and mega-influencers with millions of followers, smart companies are discovering that their most powerful brand ambassadors might already be customers or people sitting in the next booth at the local coffee shop. The Importance of the Micro-Influencer Micro-influencers (commonly considered individuals with 1,000 to 100,000 followers, although some groups refer to those with follower counts under 10,000 as nano-influencers.) are reshaping how businesses approach marketing. Unlike their celebrity counterparts, these local voices carry something money can't buy—authentic trust within their communities. Their followers aren't passive observers; they're engaged neighbors, colleagues, and friends who genuinely value their opinions. Research consistently shows that micro-influencers generate higher engagement rates than macro-influencers. A study by Influencer Marketing Hub found that influencers with fewer than 10,000 followers achieve engagement rates of 7%, compared to just 1.7% for those with over 100,000 followers. More importantly for local businesses, 82% of consumers are highly likely to follow a recommendation made by a micro-influencer. Since these micro-influencers are part of the community the buyer lives in, they’re likely to feel more connected and act on their suggestions because doing so requires minimal effort. Imagine a digital nomad telling you all the great places to visit in Thailand. If you’re located in Iowa, following in their footsteps is going to require saving for the trip and a lot of planning. On the other hand, if the influencer is giving tips about places in your community, you’re more likely to act immediately and often. Finding Gold in Your Own Backyard The beauty of micro-influencer marketing lies in its accessibility. These aren't distant celebrities. They're your customers, community leaders, local bloggers, and passionate hobbyists. They're the yoga instructor who genuinely loves your smoothie shop, the local photographer who always tags your boutique, or the high school teacher who raves about your bookstore on social media. Start by auditing your existing customer base. Who among your regular clients has an active social media presence? Look for customers who already post about your business organically, engage meaningfully with your content, or demonstrate expertise in your industry. These natural advocates often make the most effective micro-influencers because their endorsement feels genuine rather than forced. You can also take a look at your favorable reviews. Google also makes it easy to see just how active they are in reviewing other businesses as well. Building Partnerships The key to successful micro-influencer partnerships is building that relationship. Traditional advertising feels intrusive, but when someone's trusted neighbor recommends a local business, it feels like valuable advice. This is why the most effective micro-influencer campaigns don't feel like marketing at all. Instead of scripted posts, provide micro-influencers with experiences worth sharing. Invite them to behind-the-scenes events, offer exclusive previews of new products, or ask for their input on business decisions. When a local food blogger shares their genuine excitement about helping you choose your new seasonal menu, it’s great for both of you. You get the attention from their audience and the influencer appears to have a “secret in” to your business, making them look like VIPs to their followers. Consider offering value beyond payment. Many micro-influencers are more motivated by exclusive access, professional development opportunities, or the chance to be part of something special than by monetary compensation. A fitness influencer might prefer a year of free classes over a one-time payment, especially if it includes early access to new programs they can share with their community. Instead of writing a check, consider how you can help them grow their base by giving them access to things others don’t. Quick Cross-Promotional Networks If you’re reading this and wondering how you’ll ever have time to find local influencers, try your chamber of commerce. While they may not know individual influencers, they likely have a good idea about which members are heavily involved in social media. Working through the chamber, you may be able to find a complementary business that is willing to talk you up to their audience. The chamber itself is also a local influencer so share what you’re trying to do with the staff as well. The Mechanics of Local Influence Effective micro-influencer campaigns start with clear objectives. Are you looking to increase brand awareness, drive foot traffic, or launch a new product? Your goals will determine which micro-influencers to partner with and what kind of content to create. Do your best to understand the micro-influencer’s audience. After all, you want their audience to be people who would buy from you. Local businesses have unique advantages in micro-influencer marketing. You can invite influencers to your physical location, create content featuring recognizable local landmarks, and tap into community pride. A micro-influencer's post about discovering a hidden gem in their own neighborhood carries more weight than generic product placement. Track meaningful metrics beyond follower counts. Monitor engagement rates, click-throughs to your website, foot traffic increases, and most importantly, sales attribution. Many successful local businesses use unique discount codes or landing pages for each micro-influencer to measure direct impact. Building Long-Term Relationships The most successful micro-influencer strategies focus on building lasting relationships rather than one-off campaigns. Treat your micro-influencer partners as extensions of your marketing team. Provide them with regular updates about your business, seek their feedback on new initiatives, and celebrate their successes alongside your own. Create exclusive communities for your micro-influencer partners. Private Facebook groups or Slack channels where they can share ideas, collaborate on content, and access insider information make them feel valued and connected to your brand story. Measuring Impact Beyond Numbers While metrics matter, don't overlook qualitative indicators of success. Are your micro-influencer partners becoming genuine brand advocates? Do their posts generate meaningful conversations about your business? Are they referring other potential partners or customers? Pay attention to the ripple effects. A single relatable post from a respected community member can influence their followers to become micro-advocates themselves, creating an organic chain of word-of-mouth marketing that extends far beyond the original partnership. The Future of Neighborhood Marketing As consumers increasingly seek authentic connections and local experiences, micro-influencer marketing represents more than a marketing tactic. It's a return to community-based commerce. Businesses that master the art of turning neighbors into brand ambassadors will build deeper community roots and more sustainable customer relationships. The next time you see a customer post enthusiastically about your business, don't just hit "like" and move on. That customer might be your next micro-influencer, ready to introduce your brand to their trusted network of neighbors, friends, and community members. In the world of local business, sometimes the most powerful marketing voice belongs to the person next door. -------- Christina Metcalf is a writer and women’s speaker who believes in the power of story. She works with small businesses, chambers of commerce, and business professionals who want to make an impression and grow a loyal customer/member base. She is the author of The Glinda Principle, rediscovering the magic within. _______________________________________ Facebook: @tellyourstorygetemtalking Instagram: @christinametcalfauthor LinkedIn: @christinagsmith

If you’ve ever parented a teenager, you know talking back is not to be celebrated. But when it comes to your business website, talking back is the next big trend. Most websites feel like digital brochures. You scroll, you click, you squint at tiny menus—and if you can’t find what you’re looking for in 20 seconds, you’re gone. On to the next one. But what if you landed on a website that immediately addresses your needs: “Hi there! Looking for a haircut, a color, or some products?” You type “Color,” and the site replies: “Excellent. Want to see our stylists’ availability this week?” No scrolling, no clicking, no calling. Just the information you want right away. That’s a conversational website—and it’s not just for tech giants. Thanks to new AI tools, even the smallest businesses can create sites that chat with customers, not just sit there looking pretty. Why Conversational Websites Could Be the Next Big Thing There are many benefits to a conversational website. Most visitors want quick answers but they don’t want to speak to a person. If they did, they would’ve called. This gives them the answers they want when they want them. Additionally, a conversational website can: Save time: Customers get quick answers any time of day or night instead of calling or emailing you. It will also save your employees time because they won’t have to put off customers to answer the phone or respond to an email. Make sales easier: Instead of a clunky order form, a friendly bot can walk people through the buying process step by step. With advances in AI and search, people are migrating away from typing answers and questions. Most rely on verbal commands and conversations. Search and inquiries are becoming more and more conversational. Feel personal: Customers want to feel seen, not like they’re filling out a tax form. A conversational flow makes your brand warmer and more approachable, especially when you create the tone for your virtual assistant. But I Can’t Code The good news is you don’t need to know a single line of code. Seriously. Tools are popping up every day that do the heavy lifting for you. 1. Build a Site Just by Talking to It Platforms like Wix’s AI Builder let you describe your business in plain English— “I run a bakery that specializes in birthday cakes and gluten-free treats.” —then it generates a full website, complete with text, design, and images. 2. Replace Boring Forms with Friendly Chats Instead of “Fill out this contact form,” tools like Landbot or Tidio turn that process into a conversation. Bot: “What’s your name?” Visitor: “Samantha.” Bot: “Hi Samantha! Want to see today’s specials or book a table?” Lead captured. Customer happy. 3. Let AI Test and Tweak Your Site for You  Services like Coframe quietly improve your site in the background. They test different headlines, buttons, and layouts to see what gets the most clicks—no knowledge of A/B testing required. A Few Tips to Keep It Human Even with all this cool tech, the magic is in your brand’s personality. Keep these best practices in mind: Use your voice. If you’re a playful boutique, let your chatbot be sassy. If you’re a financial planner, keep it calm and professional. Be clear it’s AI. Customers don’t mind chatting with a bot, but they do mind feeling tricked. There are some really good AIs out there. It may not be obvious to them that they are not talking to one of your employees. Be transparent about that. Guide people forward. Every conversation should end with a next step: “Book now,” “Call us,” or “See more.” Anticipate what would logically come next. Ready to Make Your Website Talk? Your customers (and potential customers) want quick answers, easy booking, and a sense that someone’s listening and understands what they want—even if that “someone” is AI. With today’s tools, you don’t need a tech team or a giant budget. You just need your unique voice and a willingness to let your website have a conversation instead of being a silent billboard. Internet interactions are becoming more conversational. Watch how people around you are using their phones. They’re talking to AIs more often than people. You want to make sure you’re prepared to answer them back. -------- Christina Metcalf is a writer and women’s speaker who believes in the power of story. She works with small businesses, chambers of commerce, and business professionals who want to make an impression and grow a loyal customer/member base. She is the author of The Glinda Principle , rediscovering the magic within. _______________________________________ Facebook: @tellyourstorygetemtalking Instagram: @christinametcalfauthor LinkedIn: @christinagsmith

You've polished your website, perfected your elevator pitch, and your product or service genuinely solves real problems. Yet somehow, you keep attracting the wrong customers—the ones who haggle over every penny, make unreasonable demands, or disappear after one purchase. Meanwhile, your dream clients seem to float past, elusive, visiting but not buying. Why? As in any human relationship, you need to be more magnetic. If your answer is, “I’m trying,” then perhaps you’re creating the wrong kind of magnetic field around your brand. Opposites Don't Always Attract in Business Did you ever play with magnets? If you did, then you know magnets have two poles that create distinct fields of attraction and repulsion. Your business has something similar. Every decision you make, from your pricing strategy to your communication style, either attracts or repels specific types of customers. Most beginning businesspeople think success is about appealing to as many people as possible. Their marketing consists of claims like, “This is a great gift for everyone,” “This item fits everyone’s lifestyle.” But trying to appeal to everyone creates neutral magnetism that attracts no one strongly. Most customers don’t want to be everyone. They want to be spoken to in ways that catch their attention, such as “Creative architects love our tool,” or “We help people who hate doing yardwork get their weekend back.” Those types of callouts leave a potential customer thinking, “That’s me,” which inadvertently directs them to think, “That (product/service) is for me.” Speaking in Your Customer's Natural Wavelength Additionally, your ideal customers operate on distinct "business frequencies," that’s to say, patterns of decision-making, communication preferences, and value systems that are surprisingly predictable within industries and personality types. Most businesses broadcast on a "Generic FM"—bland, safe messaging that technically reaches everyone but resonates with no one. Your competition is probably doing the same thing, which is why customers can't tell you apart. Tuning Into the Right Station Let's say you run a marketing agency. Instead of saying "We help businesses grow," try identifying your ideal client's specific “frequency”: ● The Overwhelmed Entrepreneur: "For entrepreneurs who lie awake at 2 AM wondering why their great product isn't selling itself" ● The Scaling Company: "When your scrappy startup marketing tactics hit a wall at $2M revenue" ● The Corporate Escapee: "Marketing services for executives who fled corporate life and swore they'd never work with agencies that speak in buzzwords again" Each message repels two groups while magnetizing one and that's exactly what you want. Availability Affects Attraction Many small businesses are getting it backwards. They think being constantly available and accommodating makes them more attractive. In reality, it often signals low value and desperation, which is the business equivalent of appearing too eager on a first date. This doesn't mean you should be difficult to buy from. No one’s going to purchase from someone playing “hard to get.” It means understanding what behavioral economists call "perceived scarcity signals." These are subtle indicators that communicate value through selective availability. Examples of Strategic Scarcity ● A landscape architect who only takes on three projects per quarter (instead of cramming in as many as possible). You’ll often see this in marketing as “I just had a spot open up. Grab it now because I only have availability like this once a quarter.” ● A consultant who requires a discovery call before proposing. “Let’s jump on a call and see if we’re a good fit for one another.” ● A restaurant that closes one day per week "to maintain quality" (instead of staying open every day to maximize revenue). Chick-fil-a, enough said. These businesses repel price-sensitive, high-maintenance customers while attracting clients who associate selectivity with expertise. The Compound Interest of Customer Magnetism The most overlooked aspect of customer attraction is that it compounds over time if you maintain consistency and think about how every interaction either strengthens or weakens your magnetism. When you bend your standards, lower your prices, or compromise your values to accommodate a marginal customer (not your ideal customer), you don't just make that one transaction less profitable. You make it harder to attract ideal customers in the future. Conversely, every time you politely decline a poor-fit customer or maintain your standards despite pressure, you strengthen your brand. Word spreads through your ideal customer network that you're selective, professional, and worth the premium. The other part no one tells you about catering to someone other than your ideal audience is that it endangers your word-of-mouth marketing. Word-of-mouth or referrals are something every business wants because it’s one of the most powerful types of marketing. When you market to everyone, including those who are not a good fit for you, you attract the wrong kind of customers and what they say about you will either be negative or, if it’s positive, it will attract more people who are not an ideal fit. After all, most people hang out with people who are similar to them so if they’re referring people to you it will be more people who are not your target market. The Practical Magnetism Audit Want to identify if your business has weak magnetism? Ask yourself these questions: Attraction Audit: ● Do your last five new customers have similar characteristics, challenges, and values? ● Would your best customers enthusiastically recommend you to their friends? ● Do people often say "I never would have thought of that" when you explain your approach? Repulsion Audit: ● Can you clearly articulate who your service is NOT for? ● Do you regularly turn away inquiries that aren't a good fit? ● Would your worst customers give similar complaints about what they didn't like? If you answered no to most of these questions, you likely have neutral polarity—trying to be everything to everyone and ending up magnetic to no one. Rewiring Your Business Magnetic Field Start by identifying your strongest existing customer relationships. What specific problems do you solve for them that no one else addresses quite the same way? What do they value about working with you that they can't get elsewhere? That's your magnetic north. Then, gradually align everything—your messaging, pricing, processes, and even your office environment—to strengthen that specific part of your brand. Some customers will drift away. Let them. They're making room for the clients who will become your biggest advocates and most profitable relationships. Remember, in a world of infinite choice and constant noise, being remarkably good for some people is infinitely more valuable than being adequate for everyone. Your perfect customers are out there, searching for exactly what you offer. The businesses thriving today aren't necessarily the ones with the best products or the biggest marketing budgets. They're the ones that have figured out how to create a strong, focused magnetic field and their ideal customers can't help but be drawn in.  That's not just good marketing. That's magnetic business design. ------------ Christina Metcalf is a writer and women’s speaker who believes in the power of story. She works with small businesses, chambers of commerce, and business professionals who want to make an impression and grow a loyal customer/member base. She is the author of The Glinda Principle , rediscovering the magic within. _______________________________________ Instagram: @christinametcalfauthor LinkedIn: @christinagsmith

Attracting new customers is important, but building loyalty is where long-term success happens. Loyal customers spend more, visit more often, and refer others. According to business.com, they spend 67% more than first-time customers. Cultivating that loyalty takes more than just great service. It takes creativity, consistency, and value-driven engagement. Whether you run a retail store, restaurant, gym, salon, or professional service firm, there are many inventive ways to reward loyal customers and turn them into your best advocates. Rewards Programs One loyalty tactic that has been around long before the internet is a simple rewards program. Punch cards are a timeless option because they work. Whether it’s “buy 9 coffees, get the 10th free,” or “get a free appetizer after five lunch visits,” customers love a visible, tangible progress tracker. For businesses that want to modernize the concept, there are plenty of easy-to-use digital punch card apps that eliminate the need for physical cards while still offering the same satisfaction of reaching a goal. Reusable Loyalty Product If your business sells products or services that people buy frequently, consider creating a reusable loyalty item. You probably have visited a coffee shop that offers branded refillable cups where customers get discounted drinks every time they bring the cup. Smoothie and juice bars can use the same concept. This approach is environmentally friendly and encourages repeat visits. Plus, it serves as mobile advertising when customers carry your branded cup around town. Not selling food or drinks? That’s okay. Sell merch for your business and every time someone wears it into your establishment, give them a small discount for “being a fan.” Off-season Rewards For businesses that rely on seasonal sales, loyalty programs can reward off-season engagement. A clothing boutique might offer a VIP summer sale to top customers who shopped consistently during the slower winter months. A lawn care company could provide early-bird discounts in the spring to clients who stayed on board through the fall. AC companies can offer a “head start on summer” discount for customers who book before the hot season. This tactic keeps customers connected during quiet periods and evens out your sales cycle. Add-ons Service businesses have equally creative options for rewarding loyalty. Salons and spas can offer free add-ons after a certain number of visits, think a complimentary scalp massage, a product sample, or a mini facial upgrade. Gyms and fitness studios could give loyal members branded merchandise like water bottles or workout towels, or even a free guest pass to bring a friend. Pet groomers might reward frequent clients with a free pet treat or small grooming upgrade, creating small moments of surprise and delight. Members-only Members-only programs in businesses are catching on as many businesses have found out that customers are willing to pay a small yearly (or monthly) fee to have access to specials, discounts, or secret sales. Restaurants can mix it up by offering special menu items only available to loyalty members, or hosting an exclusive monthly “members-only” happy hour. Similarly, bars and breweries can roll out a mug club, where members pay a small fee for their own glass or mug and receive larger pours or discounted drinks throughout the year. These kinds of programs tap into a sense of belonging and exclusivity, making customers feel like insiders. Personalization and Appreciation Knowing what your customers want is key to creating loyalty. Reward loyalty through early access to sales (or new rollouts), VIP shopping nights, or birthday discounts. Add a personal touch by tracking customer preferences and offering tailored discounts (like a favorite brand or product) based on purchase history. Offer “surprise boxes” or curated gift packages for your most loyal customers during the holidays, adding a layer of appreciation that goes beyond standard sales promotions. Rewarding Referrals Professional services, like accounting firms, law offices, or real estate agencies, can create loyalty by rewarding client referrals and repeat business. For example, a tax preparation firm could offer returning clients a discount or bonus service (you can make this date capped so that people will use the discount sooner and not during your busy season), such as a free mid-year financial check-in. Real estate agents can send home anniversary gifts, calendars, or cards to clients who purchased a home through them, staying top of mind long after the sale is complete. Competition Another fun idea is incorporating competition into loyalty efforts. Consider what action you want your customers to take. Businesses can set up friendly challenges, such as a “Top Referrer” program where the customer who refers the most friends in a quarter wins a bigger prize. Fitness studios might run “most classes attended” contests with tiered rewards. Offices or coworking spaces can offer contests for checking in, using conference rooms, or attending events. Bookstores can offer “readers’ rewards” with discounts after a set number of purchases, or host exclusive book clubs. Florists can reward repeat customers with a complimentary bouquet after multiple orders or surprise them with a small arrangement during their birthday month. The point of any loyalty program is to make your customers feel seen and appreciated. This needn’t be costly. A simple handwritten thank you card, a surprise discount, or a personalized acknowledgment goes a long way in an age where much of business is automated. Loyalty grows when customers know you value their business and reward their commitment in meaningful ways. As the holiday season approaches, it’s a great time to launch or refresh your loyalty program. Contact the chamber and let them know about your promotional ideas. Networking opportunities provide you an additional platform from which to share your loyalty strategies with the community. Building loyalty is more than a marketing tactic. It’s an investment in long-term relationships that fuel sustained business growth and help you stand out from your competition. ------ Christina Metcalf is a writer and women’s speaker who believes in the power of story. She works with small businesses, chambers of commerce, and business professionals who want to make an impression and grow a loyal customer/member base. She is the author of The Glinda Principle , rediscovering the magic within. _______________________________________ Medium: @christinametcalf Facebook: @tellyourstorygetemtalking Instagram: @christinametcalfauthor LinkedIn: @christinagsmith

People talk about businesses that surprise them in a good way. Loyal customers are like neighbors who recommend a great mechanic. Employees are key to creating those “wow” moments customers share. Make referring you so easy that customers barely have to think about it. A great referral system grows like a garden when you plant the right seeds. 642 words ~ 3.5 min. read The best marketing doesn’t feel like marketing at all. It feels like a friend saying, “You’ve got to try this place.” Think about it. The last time you tried a new mechanic, plumber, or hair stylist, did you pick it because of an ad, or because someone you trust recommended it? That is the power of referrals. In his book *The Referral Engine: Teaching Your Business to Market Itself*, John Jantsch says referrals aren’t random. They happen when you build a business people love to talk about, treat loyal customers like VIPs, and make it easy for them to share your name. And there’s one more piece many businesses overlook—your employees play a huge role in creating experiences worth recommending. Give People a Story Worth Sharing Imagine taking your car to two different repair shops. One fixes the problem and hands you the bill. The other vacuums the interior, leaves a thank-you note on the dashboard, and calls you a week later to make sure everything is running smoothly. Which one are you more likely to recommend to a neighbor? People don’t talk about “fine” or “good.” They talk about moments that feel special. A “referable” business goes beyond getting the job done. It creates small surprises that make customers feel cared for. That might mean following up after a service, adding a handwritten thank-you note to an order, or solving a problem before the customer even asks. Ask yourself this: if a customer told a friend about us, what story would they tell? If you can’t answer that clearly, start there. Treat Loyal Customers Like Friends, Not Transactions Referrals don’t come from strangers. They come from people who feel connected to your business. Think about how you recommend a great mechanic to friends. You do it because you trust them and want your friends to have the same good experience. Your customers feel the same way when they feel valued. Discounts are nice, but loyalty is built on connection. Send thank-you notes. Offer early access to new products. Give your regular customers the first look at something new. These little touches make customers feel like insiders, and people love sharing things that make them feel “in the know.” Empowering Employees to Drive Referrals Employees are the ones delivering most of those referral-worthy moments, which means they need to be motivated to create them. If customers are the voice of your referral engine, employees are the spark that gets it going. Think about inviting friends to your home. You make sure everything looks great because it’s *your* place, and you take pride in it. Employees feel the same way when they feel ownership of the customer experience. Share success stories with your team, ask for their ideas, and celebrate when they create “wow” moments. Recognition matters. People work harder when their effort is noticed. Instead of only rewarding sales, reward the behaviors that lead to referrals. Create a “Wow Moment” board where employees share stories of times they went above and beyond. Give a small prize for the best story each week or month. Make recognition personal too. A quick shout-out in a team meeting or a handwritten thank-you from a manager can motivate more than a generic “good job.” Finally, tie incentives to referrals themselves. Track who customers mention when they leave reviews or refer friends. Reward employees who get named. A monthly prize for “most mentioned in customer referrals” turns great service into a fun challenge. When employees feel proud of the experience they deliver, they create moments customers can’t wait to share. Make Referrals Effortless Even the happiest customers won’t talk about you if it feels like work. Think about how you share a funny video. You click a button, and it’s done. Referring your business should feel just as easy. Give customers simple tools. That might be a shareable link, a short message they can copy and paste, or a quick way to send your information to a friend. If they have to search for your website or figure out what to say, most won’t bother. The Bottom Line Think of referrals like planting a garden. A great experience is the seed. Loyal customers are the water that keeps it growing. Engaged employees are the roots that hold it all together. And making referrals simple is the sunshine that helps it bloom. If you want people to talk about you, give them something worth talking about. Treat customers like friends, empower employees to create moments worth sharing, and make referring you feel as easy as sharing a favorite song. Do that, and you’ll build a business that grows every time someone says, “You’ve got to try this.” --- The Leavenworth-Lansing Area Chamber of Commerce is a private non-profit organization that aims to support the growth and development of local businesses and our regional economy. We strive to create content that not only educates but also fosters a sense of connection and collaboration among our readers. Join us as we explore topics such as economic development, networking opportunities, upcoming events, and success stories from our vibrant community. Our resources provide insights, advice, and news that are relevant to business owners, entrepreneurs, and community members alike. The Chamber has been granted license to publish this content provided by Chamber Today, a service of ChamberThink Strategies LLC.

Has this happened to you? Whether online or in-person, there’s a customer who lingers, hesitates. They’re eyeing your item or menu. They’re asking questions about it. You think they’re going to buy and then they walk away or abandon their online cart without making a decision. They don’t say no, they just don’t say yes.  When you see someone who’s interested, but then walks away, it’s likely not your product or service that’s the problem. It’s the fear of a better option. The problem for most people is that there are endless options that are just a click away. Customers are paralyzed by choice. They scroll through product pages, read countless reviews, and compare minor details, all while wondering, “What if there’s something better?” Businesses in every industry (from retail to professional services) are affected by this modern dilemma. The good news? It’s not a lost cause. Helping Them Say Yes You can help your customers move past this hesitation by simplifying the buying process and making it easier to say “yes” with confidence. Here’s how: Clarity The first step is clarity. Too often, businesses overwhelm customers by offering too many choices or using jargon-filled explanations. Customers don’t want to decode your options. They want a clear, obvious path forward. Think of your products or services like traffic signs: simple, direct, and impossible to misunderstand. Package your services into clear tiers, like beginner, advanced, and premium, or create curated product bundles that take the guesswork out of choosing. When customers see fewer, well-explained options, they’re more likely to decide and less likely to second-guess it. Tell Stories Stories also help you cut through decision paralysis. People connect with outcomes, not features. Don’t just list the specifications of your product. Share the success story of a customer who solved a problem with it. Show the transformation, the benefit, the end result. Reviews When people see the positive impact on others, it creates trust and minimizes the fear that they’re making the wrong choice. In fact, according to PowerReviews, 95% of consumers read the customer reviews before making a purchase online. These reviews are pivotal to increasing revenue. Instead of customers feeling like they’re alone in the decision and aren’t sure what to do, reviews have a way of convincing them and they ultimately follow the crowd. Reviews also provide proof that your business delivers results. The Cool Kids If you’ve ever been to a restaurant and chosen the “house favorite,” or you’ve gone to a bookstore and selected the “Editor’s Pick” you’ve experienced the power of social proof. You can use this same tactic in your business by guiding your customers to your most popular offerings. Label your best-sellers or staff favorites clearly. People feel more comfortable making a decision when they know others have done the same and had a good experience. It’s a simple psychological nudge that reassures customers they are making a safe, smart choice because others have before them. Transparency Transparency also builds confidence. One reason customers hesitate is fear of being locked into a bad decision. You can remove this roadblock with easy-to-understand policies like satisfaction guaranteed or flexible return options. When people know they have a way out, they are far more willing to commit. Even if your business doesn’t offer refunds, being upfront about expectations and outcomes creates trust and reduces anxiety around purchasing. Step by Step Another overlooked strategy is to guide customers through the process personally. Especially in service industries, potential clients often don’t take action simply because they don’t know what happens next. Make it crystal clear. Explain the process after purchase step by step. Show them how you’ll take care of them from start to finish. By reducing uncertainty and clarifying next steps, you’ll eliminate much of the hesitation that stalls sales. Urgency Finally, create urgency in a way that feels helpful, not pushy. Limited-time offers, early bird pricing, or exclusive access to new products can nudge customers toward action by showing them there’s value in deciding now, not later. People fear missing out just as much as they fear making the wrong choice. You can use this natural tendency to help customers break free from endless deliberation and feel good about their decision. Simplifying the buying process isn’t about tricking customers into a sale or smooth-talking. It’s about creating a frictionless and clearer path to saying yes. When you make it easy to choose, easy to understand, and easy to feel good after the purchase, you’ll find your customers more willing to buy and happier to return. --------------- Christina Metcalf is a writer and women’s speaker who believes in the power of story. She works with small businesses, chambers of commerce, and business professionals who want to make an impression and grow a loyal customer/member base. She is the author of The Glinda Principle , rediscovering the magic within. _______________________________________ Medium: @christinametcalf Facebook: @tellyourstorygetemtalking Instagram: @christinametcalfauthor LinkedIn: @christinagsmith

Summer Creativity.

Branding isn’t about size. It’s about clarity, consistency, and purpose. Small businesses with strong brands grow faster and retain more loyal customers. A brand is the promise you keep, not just the logo you use. Start with your story and values. Then build visual and verbal consistency. Every customer interaction should reinforce what makes you different. 636 Words ~ 3.5 min. read When most people think “brand,” they picture big names like Nike, Apple, or Starbucks. But in truth, some of the strongest brands belong to small businesses. Like the neighborhood bakery with a line out the door every Saturday. Or the local contractor everyone recommends without hesitation. What sets them apart isn’t budget. It’s branding done right. Branding isn’t just for big companies. It’s how any business, of any size, communicates who they are and why they matter. For small businesses, branding isn’t a luxury. It’s your edge. It helps you cut through noise, attract better-fit customers, and grow with confidence. Yet too often, small business owners treat branding as something they’ll invest in later. That’s a missed opportunity. A strong brand isn’t about fancy design or a clever tagline. It’s about clarity and consistency. It’s the promise you make and keep every time a customer interacts with your business. When done well, branding builds trust, emotional connection, and long-term loyalty. That’s true whether you’re running a restaurant, a retail shop, or a B2B service company. So where should a small business start? Not with a costly rebrand or an elaborate style guide. Begin with your story. Why did you start this business? What do you believe in? What do you do better than anyone else? Those answers are the foundation of your brand identity. Next, translate that identity into a voice and look that feel authentic to you. Choose a tone that fits your values. Whether that’s professional, casual, inspiring, or direct. Then use it across every customer touchpoint. One local accounting firm embraced a tone of friendly expertise in everything from its emails to signage and saw referrals rise 30 percent in a year. Your visuals matter too. You don’t need a world-class designer. Start with a few key colors, a clean font, and a logo that aligns with your message. What matters more than polish is consistency. Make sure your website, signage, social media, and printed materials all feel like they’re coming from the same voice and visual identity. And most importantly, bring your brand to life in how you deliver your service. Your customer experience should reflect your values in action. If your brand is about reliability, you need fast response times and follow-through. If it’s about community, you should be engaging locally and making people feel seen. Small businesses that get branding right build something bigger than marketing. They build reputation. They become memorable, trusted, and easier to recommend. A strong brand turns customers into advocates and consistency into growth. The Bottom Line: Branding isn’t about budget or business size. It’s about being clear on your purpose, consistent in your message, and authentic in how you show up. Take ten minutes today to write down what you stand for. That’s the first step to building a brand that lasts. Further Reading: Unleashing Your Brand's Personality in the Age of AI --- The Leavenworth-Lansing Area Chamber of Commerce is a private non-profit organization that aims to support the growth and development of local businesses and our regional economy. We strive to create content that not only educates but also fosters a sense of connection and collaboration among our readers. Join us as we explore topics such as economic development, networking opportunities, upcoming events, and success stories from our vibrant community. Our resources provide insights, advice, and news that are relevant to business owners, entrepreneurs, and community members alike. The Chamber has been granted license to publish this content provided by Chamber Today, a service of ChamberThink Strategies LLC.

It may be extraordinarily hot and sunny (at least it is in most parts of the country right now), but it’s also the perfect time to jingle your way to more sales with a Christmas in July promotion. This festive mid-year moment is a golden opportunity to engage customers, clear inventory, and create a buzz—without the stress of December chaos. Plus, it’s becoming more popular over the past couple of years. With Prime Days in July, it’s also quickly becoming a time when buyers are conditioned to expect deals and encouraged to start thinking ahead to the holidays. With costs up, buying early and spreading out spending (instead of bundling it into one expensive month) is good advice for customers as well. Even if you’re not in retail, you can offer many of these sales pushes to bring customers in. 10 Cool Ideas for Hot Sales You don’t need elves or a North Pole budget. Best of all, these ideas are fun and will get your audience talking about you. Here are some easy-to-execute, creative ideas your business can pull off before July melts away: 12 Days of Deals Turn the rest of the month into a “12 Days of Christmas in July” flash sale. Each day, highlight a new product or service with a limited-time discount or bundle. Bonus tip: Use social media countdowns and reels to build excitement daily. Summer Santa Sale Clear out old inventory with a "Santa's Clearance Sleigh" theme. Decorate with beachy tinsel, offer free “reindeer delivery” (local delivery or free shipping), and dress a staff member like Santa in shades and flip-flops for Instagram gold. Gift Card Bonus Fest Offer a free mini gift card with gift card purchases—perfect for summer birthdays or to use later. (Example: Buy a $50 gift card, get a $10 bonus card.) Host a Mini Christmas Market If you’re a brick-and-mortar business, invite a few local makers or food vendors to co-host a pop-up “Christmas in July” sidewalk sale. Add festive music, cold cider or (iced) cocoa, and you're in business. Frozen Favorites or Cool Combos Restaurants, cafes, and bakeries can create “Frozen North Pole” menus—think peppermint milkshakes, snowflake cupcakes, or Santa sundaes. Pair items for combo pricing: “The Claus Combo” or “Mrs. Claus’s Favorite.” Run a Holiday Throwback Social Campaign Invite customers to share their favorite holiday memories or photos for a chance to win a July-exclusive prize. Use hashtags like #ChristmasInJuly or #SantaOnVacation. Offer ‘Gift Yourself’ Packages Service-based businesses (salons, spas, coaches) can package their services as self-gift options: “You survived half the year… you deserve a little magic” or “The kids are off for the summer survival kit.” Host a Virtual Holiday Party Bring your community together for an online trivia night, ugly tank top contest, or “Hot Cocoa & Chill” movie watch party (featuring a Christmas classic, of course). Offer a discount code during the event to boost real-time sales. Launch a VIP Pre-Holiday Club Give your loyal customers early access to limited holiday inventory, deals, or pre-orders starting now. Tease “Christmas in July” as a sneak peek into holiday magic, minus the wait. Create a “Naughty or Nice” Coupon Draw Let customers draw a sealed envelope at checkout with a mystery “naughty” (small) or “nice” (bigger!) discount. It’s fun, interactive, and keeps people shopping for a chance at the best deal. Not to mention it’s sure to bring some laughs from their friends as they open. Make the Holiday Last Christmas in July may feel hokey, but it’s a great way to get people excited about what’s to come. Cap off your Christmas in July activities with a teaser: “Santa’s headed back to the North Pole… but he’ll be back in December. Make sure you’re on the nice list—sign up for our emails for early holiday deals!” This will bring them back later on in the year and help keep you connected for the next several months. ---------------- Christina Metcalf is a writer and women’s speaker who believes in the power of story. She works with small businesses, chambers of commerce, and business professionals who want to make an impression and grow a loyal customer/member base. She is the author of The Glinda Principle , rediscovering the magic within. _______________________________________ Medium: @christinametcalf Facebook: @tellyourstorygetemtalking Instagram: @christinametcalfauthor LinkedIn: @christinagsmith

Social Media is Constantly Changing.

Who isn’t feeling the pain of being stretched too thin these days? If you’ve dabbled with AI, you may have cut the time it takes you to do administrative tasks by as much as 26 minutes a day (at least according to a recent survey in the UK). However, it’s possible to do a lot more than that when you move past administrative tasks and see where else you can do more with less. One of these areas is content. Most businesses are sitting on goldmines of content and don’t even know it. This article will show you five genius ways to get more out of what you already have by repurposing and restructuring the media. 1. Turn Longform Content into Shortform Gold Feed your existing blog posts, eBooks, or newsletters into an AI tool to extract highlights, tips, or quotes for social media posts. Creative twist: Use AI to rewrite the same message in multiple tones—professional, humorous, casual—or tailor it for different platforms like Instagram, LinkedIn, or Facebook. 2. Transform Video or Podcast Transcripts into Written Content AI transcription tools can convert spoken content into text. Use a language model to turn that transcript into blog posts, newsletters, or Q&A articles. Creative twist: Convert a video transcript into a “Top 5 Takeaways” post, a tutorial, or a visually rich infographic with AI-generated headlines. 3. Create Content for Different Audiences from One Source Take a general piece of content (like a blog post) and ask AI to adapt it for different member personas such as new members, loyal/engaged members, or industry partners. Creative twist: Turn one blog post into: · A beginner’s guide on the topic · A technical breakdown · A “pitch” version for partners or press releases 4. Build an Email Series from a Single Piece Take a detailed guide or blog post and ask AI to break it into a 3–5-part email series, complete with subject lines, CTAs, and value-focused messaging. Email series can be very effective in helping your content get noticed. People may not take the time to read a 700-word blog post, but if you email the summary points across several days, they’ll get the gist of the message and will most likely remember it better than reading it all at once. Creative twist: Include AI-generated teaser lines or questions at the end of each email to boost open and click rates. 5. Reimagine Content as Interactive Tools or Experiences Use AI to turn tips, FAQs, or how-to guides into interactive quizzes, calculators, or chatbot scripts that educate and engage users. Example: Turn a skincare routine blog into a “What’s Your Skin Type?” quiz, or a business checklist into a “Startup Readiness Scorecard.” The titles you choose for the materials can make the content a lot more appealing. You can even use reimagined, designed pieces as lead magnets. People often won’t recognize it in another format. Speaking of, upload any written content onto NotebookLM and create a podcast on the topic. You can even tell it which parts of the text you want it to pay attention to or avoid. There are so many things you can do with existing content and marketing collateral you already have. If you can’t think of any creative ideas on how to repurpose those critical pieces, ask AI. Tell it your audience and your goal behind repurposing the content. Then ask it to suggest some ideas to you. You’ll be surprised what it comes up with. ------------- Christina Metcalf is a writer and women’s speaker who believes in the power of story. She works with small businesses, chambers of commerce, and business professionals who want to make an impression and grow a loyal customer/member base. She is the author of The Glinda Principle , rediscovering the magic within. _______________________________________ Facebook: @tellyourstorygetemtalking Instagram: @christinametcalfauthor LinkedIn: @christinagsmith

Small businesses everywhere are realizing that success isn’t just about how good your product is—it’s about how connected your customers feel to you and each other. The new growth model that’s gaining serious traction? Community-led growth. This approach focuses on creating value and shared experiences before the sale ever happens. When done right, it doesn’t just build customers—it builds advocates and connections. But when done incorrectly, it turns potential fans into skeptics. Why Community Matters More Than Ever  Building a community isn’t just a feel-good strategy—it’s a competitive advantage. In an era where trust is low and attention spans are shorter than ever, people crave connection. A strong community gives your audience a reason to stick around, even when they’re not ready to buy and, like your favorite binge-worthy show, it has a lot of seasons and variations. For instance, it looks like a group where people share wins, ask questions, support each other, and celebrate progress. It’s people tagging their friends in your posts, offering advice in your Facebook group, and proudly using your templates or tools. Community turns one-time customers into long-term advocates, and it transforms your brand from a product into a movement. Let’s look at two recent real-world examples of multi-day webinars run by small business owners with something to sell. Both had a course or community behind the scenes. But the difference in how they built interest and trust made all the difference. Example 1: Teach First, Sell Later Tanya, a branding expert and course creator, ran a three-day webinar series on visual storytelling for small businesses. From Day 1, she delivered value. Each day, she taught a specific concept—like choosing brand colors, creating consistent visuals, or writing engaging captions—and gave attendees practical takeaways they could use immediately. There was no bait-and-switch. She also created a pop-up Facebook group where participants discussed what they learned, shared examples and wins, and supported each other. The sense of collaboration and energy in the group was palpable. People weren’t just learning from Tanya—they were learning from each other. She gave away free Canva templates to help people apply the lessons, and many posted their before-and-after visuals right in the group. By the time she introduced her paid course on Day 3, she had already built trust and delivered results. Her offer felt like a logical next step, not a sales ambush. The result? A strong conversion rate and a thriving community that stuck around long after the sales window closed. Example 2: Sell First, Hope They Stay Then there was Ashley, who held a webinar to promote her custom sales page software. From the first five minutes, it was clear the goal wasn’t to teach—it was to sell. She framed everything as “only possible with our proprietary system.” Instead of offering insights or techniques for improving sales pages, the entire event was an extended infomercial. Participants didn’t walk away with tips or strategies—they left with a pitch. Worse, the attendees were asked to “design their dream page” using mock-ups—but could only create fake versions unless they bought her software. No free templates. No tools. No shared community. Just a vague call to action: show off what you built… or could build if you paid. The lack of value meant there was no momentum, no conversations, and no community. Attendees didn’t connect with Ashley—or each other—because they weren’t given anything to connect around. What We Learn from These Two Designs Tanya and Ashley both had something to sell, but only one built a following. Community-led growth isn’t about avoiding the sale. It’s about earning it. When you give people real value first—before asking for a commitment—you build trust. And when you create a space for people to share, learn, and collaborate, you build something even more powerful: belonging. In a world saturated with content and competition, that’s the difference between being scrolled past and being remembered. How Small Businesses Can Embrace Community-Led Growth You don’t have to be a mega content producer to be like Tanya. Tanya and Ashley had the same resources at their disposal. Tanya saw sales as a final destination after a courtship and period of getting to know one another. She was confident that once they knew her and what she offered, they’d continue on with her paid program. Ashley, on the other hand, came at sales hard from the beginning and expected everyone would be so wowed by the tech that they’d hand over their credit card. To be more like Tanya and less like Ashley, you need to: · Teach before you pitch : Share something useful and actionable for free. Make your audience feel smarter, better, or more equipped just by showing up. · Create a space to connect : Whether it's a Facebook group, Discord server, private community, or Slack channel, invite attendees to join a space where they can talk, share, and celebrate wins. You’ll get the best results if your community is somewhere people are already connecting so it’s an extension of their online habit and not one they have to remember to log into and visit. · Provide tools to succeed : Templates, checklists, worksheets—something they can use right away goes a long way in building goodwill. People will feel like you’re interested in them and their success, not their wallet. · Make the sale a next step—not the first step : Let your offer feel like the natural progression of the learning journey, not the destination. Community-led growth isn’t just a trend—it’s the future of small business marketing. Those who lead with value and create spaces for connection will be the ones people follow, buy from, and tell their friends about. -------------------- Christina Metcalf is a writer and women’s speaker who believes in the power of story. She works with small businesses, chambers of commerce, and business professionals who want to make an impression and grow a loyal customer/member base. She is the author of The Glinda Principle , rediscovering the magic within. _______________________________________ Medium: @christinametcalf Facebook: @tellyourstorygetemtalking Instagram: @christinametcalfauthor LinkedIn: @christinagsmith

You’ve probably heard a lot about how AI is changing everything, especially how people search for local businesses. Tools like ChatGPT, Google’s Gemini, and Microsoft’s Copilot are being used every day to answer questions like, “Who’s the best roofer in town?” or “Where can I find a local accountant I can trust?” And guess where these tools look for answers? Trusted, local sources, like your chamber of commerce. That means your chamber listing isn’t just about visibility anymore. It’s also about credibility. When your business is featured on the chamber’s website, you’re getting more than a backlink with hundreds of dollars. You’re being associated with a respected, established source of local business information. That sends a powerful signal, not just to Google, but to the AI tools that are shaping how people find and choose who to do business with. This kind of trust is hard to build on your own. The chamber helps you shortcut that by putting your business in a position of authority. It’s one of the most cost-effective ways to improve your online reputation and as AI continues to grow, that value will only increase. If you’re already a member, make sure your profile is current and complete. If you’re not yet a member, this is one more reason to join . The future of search is changing fast. Being part of the chamber means you don’t have to keep up with every trend because we’re already doing that for you. Additional Information: Are you a new business? Already budgeted your expenses for the year? We've created a new opportunity to be included in our online directory. Visit our Get Listed page to learn more!