A sample page from the Knit Picks Catalog

 Here is an example of a classic mistake:  I just received a catalog for some beautiful, affordable yarn from Knit Picks (www.knitpicks.com).  The first few pages are dedicated to promoting the new fall yarns and I have to say that they did a great job on the layout and color selection of the featured skeins.  Doesn’t it just make you want to buy yarn?  Ok, maybe it’s just me, but take my word for it – that page is well done.

The one problem is that none of the pictured skeins are labeled, so there is no way for anyone to buy the yarn Knit Picks is working so hard to promote.  A friend of mine once said very wisely that the saddest thing in a store is wanting to give them your money for stuff and not being able to.

So, what lesson can we learn from this unfortunate error?  Label everything clearly.  That includes names of products and prices.  I find that too many store owners get so involved and carried away with their product that they forget that their customers may not know it as well as they do.  Classic example is a bakery with beautiful bread pieces displayed in the windows (almost too good to eat) that are not labeled so noone knows what to order and most people are too shy to ask.

In the case of service ventures, like spa and salons, the price list must be clearly displayed.  Out-of-the-air prices make the customer feel very uncomfortable and less likely to return.   It also makes the owner/seller look untrustworthy.