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Teaching is better than marketing

woodcraft1Big idea: Teach your customers how to use your products, and they’ll buy more products. Give them a great experience and they’ll be a customer for life.

Woodcraft is a chain of high-end woodworking supplies stores. If you’re crafty, it’s the kind of place you go in and dream of doing fantastic projects.

They also run an informal woodworking school. Each store offers dozens of classes from “Woodshop 101” to “Loose Tenon Joinery End Table.” They’re inexpensive and fun. It also turns each store into sort of a community center.

What can you teach? What can you teach in the spare room, after hours, or with your staffer who wants a new challenge?


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