There’s nothing better than turning your customers into insiders.  One way is to give them the sense that they’re in the know and they are sharing in a  special secret, even if it’s small and even if it’s only sort of secret.

For example, you can get some of the best brownies on the planet at Fatwitch bakery in Chelsea Market.  After 5PM they put up a tiny sign:

Unwrapped brownies sell for $1.50 after 5PM – that’s half price.  Everything else in the store – wrapped brownies, brownie mix, etc. – remains full price, and you have to pay close attention to notice the little sign.  Just the other day I was in there buying a couple of half priced brownies while three tourists bought 30 wrapped mini brownies for full price.

There’s no subterfuge going on here – anyone who orders a brownie at the counter gets charged $1.50 per scrumptious brownie.  Then again, the whole thing wouldn’t work on multiple levels if they had giant letters in storefront window saying “BROWNIES HALF OFF AFTER 5PM!!!”

Just a little something small, a tiny secret that keeps loyal customers coming back.

Shhhhh!