Champion the soft-opening, not the loud one

When we make a big noise about our new cafe, bar or online store, we attract a certain group of people. They are the types who like to feel ahead of the pack. Often they blindly follow fads. In turn, they are quick to chop and change and rarely do they have any loyalty to you.

They might help us begin on a high note or make us the new trendy place to be. Until that is, the next place opens.

Don’t centre your business around these people. If they come along for the ride, then sure. Let them enjoy your shiny new seats or post about you on Instagram.

But focus on the people who will be with you long term. You might not get your few moments in the spotlight, but you will have people who actually adore you long-term.

Hi. I’m a copywriter and brand message strategist for hospitality, farm, food, and drink businesses who want to tell a better brand story.

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