Lessons from John's fish and chip dilemma

John's fish and chip order reminded me of something really important we all need to do when promoting our businesses. 

We have some lovely elderly neighbours. They’re a lively and intelligent couple, weathy and worldly, and have had many interesting experiences in their long lives.

So I was surprised when we recently discovered they’ve never had fish and chips from our excellent local shop, or from anywhere else!

We arranged for them to come round to our house for a drink, then my husband went to get the fish and chips order. They enjoyed it and said they’d  return the invitation soon.

A few weeks later John rang. He told me he had an embarrassing problem. After some good-humoured banter, he got round to telling me his issue. They wanted to invite us back for fish and chips, but neither of them have ever been into a fish and chip shop. They felt quite daunted: they didn't know what to ask for; if they had to order in advance, or if the shop would somehow wrap up the fish and chips to keep them warm...

The marketing lesson? 

We have to stop assuming knowledge on the part of our potential visitors.

Sometimes we assume they have at least a basic knowledge of what we do, where we are, what makes our businesses good.

But they don’t.

So they don’t come to us. And we all miss out.