Subject line: Let’s face it…
Yes, you really can generate enormous amounts of wealth…if you dump “traditional advertising.”
“Traditional” advertising is about building “Image” rather than building wealth.
This is part two in a series called, “5 Reasons Why Traditional Advertising Sucks.”
There are 2 ways to market your business. One way is with “traditional” image advertising. The other is with Emotional Direct Response Marketing, which is a key component of my Marketing System. (More about that later.) Anyway, hardly anybody knows how to use Emotional Direct Response Marketing, so most people wind up using “traditional” advertising.
Open the yellow pages, look through a magazine, browse your newspaper…most of those slick, pretty ads you see are “traditional” image advertising. Block out their business name and put yours in. See any difference? Neither does your prospect!
Businesses put these ads out over and over again and they are supposed to give people a warm, fuzzy feeling when they think about that company, and make people want to buy from them.
If An Ad Doesn’t Work Once, It Won’t Work
The Second Or Third Or Tenth Time Either!
Don’t fall for the old “if you just run it again, this time people will respond.” The theory behind “traditional” ads is you put them out over and over again trying to build name recognition. You hope that if enough people see your name enough times, they will eventually call you. There is a small grain of truth to this theory. You can get some new business by putting your name out there over and over again…but doing it this way is very expensive and very time consuming.
Giant corporations can afford to dump millions of dollars into “traditional” advertising, but you can’t. You are a small business owner. As a small business owner you are always trying to make one dollar do the job of ten, and you’re constantly robbing Peter to pay Paul…money is tight! You have to make every advertising dollar count. You simply cannot afford the waste involved with “traditional” advertising.
Even so, most dealers wind up using “traditional” advertising because they simply do not know any other way.
How many times have you heard (or said!) this phrase: “We need to get our name out there.” Getting your name “out there” is the thinking behind traditional advertising. And it’s B.S. Why? Because getting your name “out there” DOES NOT make you any money! The ONLY thing that makes you money is getting the client IN HERE (your store). And emotional direct response marketing is specifically designed to get the client IN HERE…RIGHT NOW…FAST! And willing to pay YOUR PRICE, regardless of what the competition charges. And regardless of a slow economy.
In the next installment, I’ll discuss the “copy cat” factor.
To Tons Of Customers!
Jim Augustus Armstrong is The “Coach”
Jim Augustus Armstrong is the President of Flooring Success Systems, a program that equips dealers to double their profits, cut their work hours in half and beat the boxes! Many dealers have totally transformed their businesses and their lives for the better after joining Flooring Success Systems.
See what real, live dealers are saying!