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PODCAST

Main Street Matters by Heart on Main Street

Heart on Main Street is a nonprofit organization dedicated to helping independent retailers achieve success within their local community. We talk with retailers about the skills and habits that have allowed them to grow their businesses and industry professionals who provide services to the Main Street community, and we explore towns to find out what helps Main Streets thrive. Join the Main Street movement! www.heartonmainstreet.org

business entrepreneurship

All Episodes

16:34

Episode 35: Duct Tape Marketing- Referrals on...

Main Street Matters by Heart on Main Street ·

2025/09/11

Every retailer loves referrals — but few have a system to generate them consistently. In this episode of Main Street Matters, Patrick Keiser continues our Duct Tape Marketing series by John Jantsch with a deep dive into the referral stage of the Marketing Hourglass.Referrals are the most powerful form of marketing because trust is already built in. Referred customers spend more, stay longer, and become loyal advocates. But as Jantsch reminds us: “Every business gets referrals. The problem

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20:16

Episode 34: Duct Tape Marketing- Your Digital...

Main Street Matters by Heart on Main Street ·

2025/09/08

For most customers, the first impression of your retail store doesn’t happen on Main Street — it happens online. In this episode of Main Street Matters, Patrick Keiser continues our Duct Tape Marketing series by John Jantsch with a focus on building a total online presence.Your digital storefront is as important as your physical one. Customers are Googling your business, checking reviews, scrolling through social media, and reading your emails before they ever step inside. If your online

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18:12

Episode 33: Duct Tap Marketing-Trust Builders: Using...

Main Street Matters by Heart on Main Street ·

2025/09/04

Trust is the currency of retail. Without it, your marketing falls flat and your sales stall. In this episode of Main Street Matters, Patrick Keiser continues our Duct Tape Marketing series by John Jantsch with a deep dive into how content marketing builds trust for independent retailers.Content isn’t just about blogging or chasing the latest social media trend. It’s about creating simple, authentic communication that educates, inspires, and connects with your ideal customers. As Jantsch

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14:51

Episode 32: Duct Tape Marketing-Crafting a Talking...

Main Street Matters by Heart on Main Street ·

2025/09/01

In a crowded marketplace, sameness is death. If your independent retail store looks and sounds just like everyone else, customers have no reason to choose you. In this episode of Main Street Matters, Patrick Keiser continues our Duct Tape Marketing series by John Jantsch with a focus on differentiation, specifically, how to craft your talking logo.A talking logo isn’t your graphic logo or a catchy jingle. It’s a short, memorable phrase that communicates your difference and positions your

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14:51

Episode 31: Duct Tape Marketing- Your Perfect Customer

Main Street Matters by Heart on Main Street ·

2025/08/28

Independent retailers often say, “Everyone is my customer.” But in reality, trying to appeal to everyone means you end up connecting with no one. In this episode of Main Street Matters, Patrick Keiser continues our Duct Tape Marketing series by John Jantsch and explains why defining your ideal customer profile is the single most important step in creating a successful retail marketing strategy.You’ll learn:Why the traditional “everyone is my customer” mindset hurts small businesses How to

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13:15

Episode 30: Duct Tape Marketing- Laying the...

Main Street Matters by Heart on Main Street ·

2025/08/25

Independent retailers need more than one-time sales; they need loyal customers who come back again and again. In this kickoff to our Duct Tape Marketing podcast series, host Patrick Keiser introduces John Jantsch’s powerful Marketing Hourglass framework (Know, Like, Trust, Try, Buy, Repeat, Refer) and shows how it applies to small businesses and Main Street retailers.In this episode, you’ll learn:Why the traditional sales funnel doesn’t work for independent retailers How to build a

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30:41

Episode 29: Looking Back on Our Asheville Rebuild

Main Street Matters by Heart on Main Street ·

2025/08/21

Last week, Heart on Main Street traveled to Asheville, NC, to help a community rebuild following last year's devastation caused by Hurricane Helene. Host Patrick Keiser, tells the story of three stores that were affected by the hurricane and the flooding that ensued: Second Gear, which had been located in the River Arts District, Diamond Brand Outdoors, which lost its manufacturing center and inventory, and Dogwood Darlings, which is still in the process of recovery in the Biltmore Village

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71:54

Episode 28: After the Storm: Stories of Recovery and...

Main Street Matters by Heart on Main Street ·

2025/08/18

In this episode, host Patrick Keiser talks with three retailers who have been through traumatic experiences and seen the devastation of their stores at the hands of natural disasters. Andrea Morris of Brickwood Boutique in Temple, TX, Anita Cereceda of The Islander in Fort Myers Beach, FL, and Christy Morris of Mix Mercantile in Sulphur, OK, all share their emotional stories of going from loss to rebirth in the midst of tragedy. They share their experiences and strategies with retailers

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16:02

Episode 27: Why We Buy- Displays that Drive Sales

Main Street Matters by Heart on Main Street ·

2025/08/14

In this final episode of our Why We Buy Summer Book Club series, we’re combining the art of visual merchandising with the science of shopper behavior to unlock one of Paco Underhill’s most valuable insights: how display height, depth, and tactile engagement work together to keep customers in your store longer, interacting with more products, and making more purchases.From the “strike zone” that maximizes visibility, to layered displays that act as visual speed bumps, to the power of

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15:41

Episode 26: Why We Buy- The Art of Adjacency

Main Street Matters by Heart on Main Street ·

2025/08/11

In this ninth installment of the Why We Buy Summer Book Club series, host Patrick Keiser explores one of Paco Underhill’s most powerful retail strategies: the Art of Adjacency. It’s the science — and art — of placing complementary products together to spark more sales. Forget fighting over “prime” display space; cross-merchandising the right way can transform ordinary shopping moments into higher-ticket purchases.Patrick shares real-world examples, from pairing apparel with accessories to

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13:19

Episode 25: Why We Buy- Dressing Room Decisions

Main Street Matters by Heart on Main Street ·

2025/08/07

In this eye-opening installment of the Why We Buy Summer Book Club series, host Patrick Keiser dives into one of the most overlooked but critically important areas of a retail store: the dressing room. Based on insights from Paco Underhill’s retail classic Why We Buy, this episode unpacks why fitting rooms aren’t just changing spaces — they’re conversion machines.Patrick explores the psychology of the dressing room experience and offers actionable ideas for independent retailers looking to

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13:52

Episode 24: Why We Buy-Sign, Sign, Everywhere a Sign!

Main Street Matters by Heart on Main Street ·

2025/08/04

In this episode of Main Street Matters, we turn our attention to one of the most overlooked tools in your retail arsenal: signage. As part of our Why We Buy Summer Book Club series, host Patrick Keiser breaks down why great signs do more than inform — they guide, persuade, and create memorable in-store experiences.Drawing from Paco Underhill’s classic retail research, Patrick explores how signs influence customer behavior, the psychological patterns behind reading (or ignoring) signs, and

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17:38

Episode 23: Why We Buy- Designing for Everyone

Main Street Matters by Heart on Main Street ·

2025/07/31

In this sixth installment of our Why We Buy Summer Book Club series, host Patrick Keiser takes a thoughtful look at how age and physical ability shape the way customers shop — and what retailers can do to make their stores more accessible, inclusive, and profitable.Drawing on key insights from Paco Underhill’s classic Why We Buy, Patrick explores the realities of designing retail environments that meet the needs of older shoppers, customers with limited mobility, and even the littlest

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17:29

Episode 22: Why We Buy- Sensing Retail Success

Main Street Matters by Heart on Main Street ·

2025/07/28

What if you could increase impulse purchases just by letting customers touch, smell, hear, or even taste your products? In this fifth installment of our Why We Buy Summer Book Club series, host Patrick Keiser dives deep into how sensory engagement drives buying behavior — and why independent retailers need to think beyond sight alone.Drawing inspiration from Paco Underhill’s research, Patrick breaks down each of the five senses and shows how they influence the in-store experience. From

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14:35

Episode 21: Why We Buy: Creatures of Comfort

Main Street Matters by Heart on Main Street ·

2025/07/24

In Part 4 of our Why We Buy Summer Book Club series, host Patrick Keiser digs into a powerful truth from Paco Underhill’s retail research: the more comfortable customers feel in your store, the longer they’ll stay — and the more they’ll spend.This episode explores how comfort influences customer behavior and sales, from reducing congestion to providing seating and shopping baskets. Patrick unpacks real-world insights on the dreaded “butt-brush effect,” personal space, traffic flow, and how

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12:09

Episode 20: Why We Buy: The Right Placement

Main Street Matters by Heart on Main Street ·

2025/07/21

In this third episode of our Why We Buy Summer Book Club series, host Patrick Keiser explores one of the most iconic — and actionable — insights from Paco Underhill’s retail classic: shoppers almost always turn right. This subtle customer behavior holds big implications for your store’s layout, traffic flow, and product placement strategy.As Patrick walks us deeper into the shopper journey, he breaks down how customer movement tends to follow a predictable question mark pattern — and why

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13:39

Episode 19: Why We Buy: The Decompression Zone

Main Street Matters by Heart on Main Street ·

2025/07/17

In this second installment of our Why We Buy Summer Book Club series, host Patrick Keiser unpacks one of the most overlooked yet critical parts of any retail space — the decompression zone. Based on insights from Paco Underhill’s seminal book, Why We Buy, this episode explores what happens in the first 5 to 10 feet inside your store and why it can make or break your customer’s shopping experience.Patrick explains why customers ignore products placed too close to the entrance, how the body

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20:06

Episode 18: Why We Buy: The Store Experience Starts...

Main Street Matters by Heart on Main Street ·

2025/07/14

Welcome to the kickoff of our Main Street Matters Summer Book Club series! In this special edition of the podcast, host Patrick Keiser dives into the first takeaway from Paco Underhill’s retail classic Why We Buy. And it all begins… before your customer even walks in the door.This week’s episode explores how the outside of your store sets the tone for the inside experience. From signage and sidewalk engagement to scent, sound, and seating — Patrick breaks down actionable ways to draw people

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15:06

Episode 17: The Five Senses of Retail: Designing a...

Main Street Matters by Heart on Main Street ·

2025/07/07

In today’s episode of Main Street Matters, Patrick Keiser explores a game-changing idea: your store isn’t just a place to shop, it’s a full sensory experience. Customers don’t just buy with their wallets. They buy with their eyes, ears, hands, noses, and even taste buds. That’s why the most memorable retail spaces are those that engage all five senses.In this deep dive, you’ll discover how each sense contributes to an unforgettable customer experience and how small changes to your

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48:33

Episode 16: All Things WhizBang and Bob Negen!

Main Street Matters by Heart on Main Street ·

2025/06/30

Join host Patrick Keiser for a special episode of Main Street Matters as he sits down with Bob Negen, the respected founder and owner of Whizbang Retail Training. A seasoned retailer who built an incredibly successful business before launching another venture to teach other retailers, Bob has been a vital supporter of Heart on Main Street.In this insightful conversation, Bob shares his unique journey, starting with his very first retail endeavor, The Mackinaw Kite Company. He recounts how,

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120 results

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