Is "Shop Local" reducing your audience?

When I see advertising that says 'Shop Local" or "Shop Local First" I have to wonder if the business owner realizes they may also be saying "Out of towners, shop your own businesses. We are here for our local community."

Is the only reason I should shop your business simply the fact that you are local? What does that tell people from outside your community? What I  hear is "Don't travel to this community to shop or dine, do this in your own community; Support YOUR local businesses." I can also hear a tone of shaming, "Are you really going to support big online business when the same product is right in my store for only 15% more?" 

The message small business should be concentrating on is "Shop Personal".  We need to offer unique products and a heightened level of customer service that will make customers from both within as well as outside your community want to patronize your business. We all know of  meat shops, organic grocery stores or independent restaurants that people travel 50 miles or more to wait in line to patronize. They are sending a much stronger message of "We offer you more with our personal service and unique products." Otherwise people would not be traveling to these locations. They would be shopping online or stopping off at a closer big box store.

Shop Local is a negative way to advertise and promote your business or community. Business owners should concentrate on what is unique about their products and services that consumers would want. They should put these points forefront in all marketing so consumers will see the extra value they have to offer that other shopping avenues do not provide.

Shop Local says nothing of the personality of a business or your community. "Shop Personal" will build a message of added value for consumer's no matter were they live.  

This is an interesting report that fits into my blog. In full disclosure, I do not watch Fox News nor CNN. My posting is of this is not politically motivated. 

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