it comes down to brand and articulating that brand in an unique way so that it is news. ok here are some ideas: 1. This is an idea from a book "The Summer Kit

it comes down to brand and articulating that brand in an unique way so that it is news. ok here are some ideas: 1. This is an idea from a book "The Summer Kitchen". In there the lady opens a pastry shop in a rich neighborhood. The grand opening they do a mother daughter cupcake party since their brand is we are family. they do a whole lot of other things - a good read. 2. Per the book "Feeding the Media Beast", news is something that is new, not ordinary. Duh. So what can you do that would say you are not ordinary. I was reading an article about a bakery that made a doughnut cupcake and had a cupcake that was smothered with maple syrup and bacon. This was reported in last week's Boston Sunday Globe. Yes that makes definitely stand out. Plus they made sure that they ONLY sold these maple bacon cupcakes on the weekend. As the book "Influence" says use scarcity to attract. 3. First you need to identify who is your ideal customer profile. Who is coming to your shop? Why? They are not just coming because of pastries. help them maximize this experience. make it an experience. How can you help make not just a trip to the pastry but something more. 4. As in the book "The Entrepreneur's Manual", he speaks about a barber who started a barber shop that gives free drink with a haircut. Yes it became widely successful. Then he realized that the guys were stuck with the kids since the family comes together into town to shop so he provides a free baby sitter while you get the haircut and provides a barber especially for kids. then he realizes that women want to get the free baby sitter too so opens a womens shop. This book is the bomb. The Gap analysis in here is terrific. Do the gap analysis for the pastry shop - see what is missing. Hope this helps.