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optimization consultant Heather Lutze (findability.com). She calls such pictures "ghost town photos" because they lack a human context. "Think about the impact your picture will make," explains Lutze. "Try to replicate what life will be like for the consumer after a purchase. Show a customer interacting with the item, holding it, smiling, relaxing in a comfortable environment." A great visual presence is not the only element of a successful post. Scan a few pages of Pinterest and you'll see lots of text in the form of captions attached to photos. That's important, because carefully written captions help photos rise to the top of the results page when Pinterest visitors search for a term. Some photos have captions while others have text overlays. Experiment with each type. "People tend to scan Pinterest images so text overlays go a long way toward helping visitors understand what each picture is about," explains Sanchez. Caption writing is an art. Uncover powerful key words by studying what other retailers are using. Search for the same term or phrase that your customers are likely to use. Then look at the results. How have the captions of the top-line photos been worded? Emulate what you see. Here's a bonus tip: Consider branding each of your images with your store logo. YOUR STORE PAGE Once you've completed the basics, you may want to take the next step and launch your own Pinterest page. "Signing up for Pinterest is easy," points out Marks. "The site takes you through a wizard. Go to the site and sign up as a user. It's no more difficult than setting up a Facebook page." Why do so? Your loyal visitors will appreciate one spot to see all the merchandise you offer. And your own page will be exclusive—meaning that your 48 December 2013 | beautystorebusiness.com presentation will not be diminished by pictures from competing merchants. Setting up a business page will also allow you to use Pinterest's analytics. That will provide you with valuable feedback on how many people are responding to your photos. There is one caveat, however. Do not push sales. Instead, encourage repeat visitors by creating a page that offers real information. "The most popular retailers on Pinterest are those who provide additional value," notes Sanchez. Post pictures with captions that tease readers with offers of useful information available on your website. MAKE IT FUN A successful Pinterest presence means more than just advertising your wares. "Don't just post tons of pictures," advises Lutze. Consider creating a board that is fun or quirky. Maybe even include amusing quips about your prod- ucts. "Create boards so that people will see your business as a personality," adds Lutze. Avoid moving too quickly and not budgeting the time and effort required to create an effective Pinterest presence. "Successful Pinterest sites are active and current and have a lot of human resources devoted to them," states Marks. "You need to invest in a person to make sure the thing is clicking. Otherwise nothing will happen. It's the same for all social-media sites, but it especially applies to Pinterest." Despite the challenge, creating a dynamic and fun Pinterest site will spark more sales for your store, according to Marks: "If you are a retailer and you sell to consumers and you have visual stuff to sell, Pinterest is a potential untapped community to attract customers." ■ Phillip M. Perry is a New York City-based freelance writer.