Leftovers

Can Bike Mechanic's Afford Anything?

From the outside looking in, being a bike mechanic seems like a pretty plush job. Loose uniform standards, get to work on cool bikes, no one is judging that neck tattoo, and you've got a discount on all the best stuff. 

This all assumes thought that you have enough money to live comfortably outside of the bike shop. If not, then it can seem to be a thankless job. I have written about bike technician salaries before- but recently converted some of the research into a quick slide deck. Check it out. 

If you share this slide deck with your favorite bike mechanic they will love you and think you're cool. No, really, they will. Better share it now! Thanks - Donny

5 Ways to Engage Your Audience. Without the Feeling that You’ve Been Tricked.

Whether posting to your Facebook page or sending out an email, an effective title can be the difference between clicking the link of ignoring it. Here are some of the most effective strategies when writing your title copy.

1. Who Else Wants [blank]?
Starting with “Who Else Wants” does two things: first it touches on the desire of want, second it confirms that the thing you’re offering has been proven to work by previous buyers.

  • Who Else Wants a Great Cyclocross Bike?
  • Who Else Wants a Winter Tune-Up?
  • Who Else Wants To Join Us For the Ride this Thursday?

2. The Secret of/to [blank]
You’ve probably seen this one used before. That’s because it works. It is implying some insider knowledge, something that can only be learned by consuming your content.

  • The Secret of Never Falling Down with Clip-In Pedals
  • The Secret to Climbing Without Losing Weight
  • The Secret to Riding in the Rain Without Getting Wet

3. Here is a Method That is Helping [blank] to [blank]
This will identify a target audience. Either one your speaking to directly or by illustrating a person or people that your target audience has aspirations to be.

  • Here is a Method That is Helping Pro Triathletes Rest Better
  • Here is a Method That is Helping Mothers Ride Mountain Bikes with Their Kids
  • Here is a Method That is Helping Cyclists Avoid Unnecessary Repair Costs

4. [Do something] like [world-class example]
If you were watching commercials in the early 90s you may remember when Gatorade did this with the “Be Like Mike” campaign featuring Michael Jordan.

  • Time Trial Like Tony Martin
  • Descend Like Aaron Gwin
  • Write Content Like Donny Perry

5. [Number] Ways to [solution/problem]. You will be [emotion]
This formula of words is like graduating to Copy Writing University. By showing a number we are setting the reader that this is a process that has been broken down to specific steps. Next it conveys an emotion and titles that convey emotion have a far greater open rate. Just check out Upworthy or Viralnova and just try not clicking one of those links.

  • 6 Ways to Cure Saddle Pain. You’re Sex Life Will Thank You.
  • 10 Ways to Handle Irate Drivers. You'll Laugh at #10.
  • 3 Ways to Ride in the Snow. You’ll Love Winter in a Whole New Way

Check out the book. Leading Out Retail is a creative look at bicycle retail and teaches retailers simple strategies on how to increase profit through service, what the most important question to ask every customer is, and how to manage the dreaded Timmy Factor.

Why 99% of People Are Using Twitter Incorrectly

What is better? People who send a ton of email or people who thoughtfully respond to email? The latter of course. Adding insight and value is fare better than broadcasting. 99% of the people on Twitter use it as a broadcast channel. Shouting about their products, services, or whatever. This tutorial shows how to become one of the rare 1% that use Twitter to add value. 

If you found this valuable, I would mean a lot if you shared it. Thanks - Donny

Can You Stop Using the D-Word?

In the bicycle industry many retailers refer to themselves as an IBD or Independent Bicycle Dealer. IBDs have often classified their work as selling bicycles, bike repair, cycling apparel, tools, and accessories. However the IBD is an aging dinosaur in need of a new moniker.

I believe that there is a difference between an Independent Bicycle Dealer and an Independent Bicycle Retailer (IBR or simply bike retailer). An IBD is a dealer and, just like a drug dealer standing on the corner, they schlep a product. Moving product as fast as possible with little or no concern to who buys it or what they do with it. An IBD doesn’t care about the community, an IBD doesn’t care about their reputation, and an IBD will do anything to make a sale. The IBD discounts, cuts deals, screws over their vendors and their customers. They look for the easiest way out of everything while trying to snatch every dollar from the people silly enough to buy from them.

An IBR on the other hand is constantly focused on creating a positive shopping experience. They care about the look of their store.  They never stop striving to improve the services they offer. They work to cultivate a positive community, and the IBR creates a lasting engagement with their customers. The IBR never needs to cut corners or slice prices, their customers recognize their work and see value in everything they do. The IBR may not be cheaper, but they are different, they are better, and customers see themselves as partners.

Are you an IBD or an IBR?

Thanks for reading this far. If you found this valuable it would be awesome if you could share it. Thanks - Donny