Greetings Flooring Dealers! In the last installment we discussed why sequential marketing is a powerful tool for maximizing your returns from your marketing list. Now we’ll discuss how to set up a multi-step campaign. A standard 3-step sequence I use frequently goes like this: Step 1 letter: Sent on day one of the campaign. Has [...]
Greetings Flooring Dealers! Most marketing done by floor dealers is a one-shot deal: they send out a flyer, postcard, or invitation to an after-hours sale, and that’s it. They stop with one mailing. It’s possible to dramatically increase your returns by turning your successful single-step advertising into a multi-step marketing campaign. Imagine your typical client: [...]
Greetings Flooring Dealers! In the last installment we discussed the Problem, Agitate, Solve (PAS) formula. In this installment we’ll cover another tried-and-true formula that’s extremely effective. Attention, Interest, Desire, Action (AIDA) First you get your prospect’s attention with a compelling headline. People are motivated by two primary impulses: to increase pleasure and to reduce pain. [...]
Greetings Flooring Dealers! Agitate your prospects? One way to get consistently good results with your marketing is to use tried-and-true copywriting formulas. By the way…tried-and-true does NOT mean using the same formula that 98% of floor dealers use, which is Name, Rank and Serial Number. These ads have the name of the business at the [...]
Greetings Flooring Dealers! Reason #1: They aren’t interested. Your job as a marketer is identify people who have some level of interest in buying flooring, and get them to buy from you vs. anyone else. Your job is not to attempt to engineer interest in people that have none. Therefore, if someone is truly not [...]
Greetings Flooring Dealers! If your flooring store is going to be system rather than owner dependent, then it’s a foregone conclusion that you must delegate. Delegating is a big topic that cannot be fully explored here, and I dedicate a lot of my coaching resources to teaching store owners how to delegate effectively, but here [...]
Greetings Flooring Dealers! In the last installment, I discussed the definition of systems, and why they are important for you success as a flooring store owner. If you ever want to achieve freedom and “walk-away” power in your business, if you ever want to be able to take vacations and time off and have a [...]
Greetings Flooring Dealers! If you walk into the typical McDonald’s, you will not see the owner in the back flipping burgers, taking orders, wiping down tables, sweeping the floors, or any of the other daily tasks required to run a McDonald’s. In fact, you probably won’t even see the owner. By comparison, if you walk [...]
Referrals are critical for your prosperity in business for many, many reasons. Here are just a few: Zero marketing costs. They are less price-resistant than cold prospects. They tend to have higher than average sales tickets than cold prospects. You are entering the relationship on 'borrowed trust.' In other words, somebody the client trusted referred [...]
Greetings Flooring Dealers! Do you have a “Halo” of credibility with your prospects? No matter how eloquent you are at promoting your marketing message, it always sounds 10-times more convincing coming from a third party. Why? Because it’s not YOU saying it. If a prospect walks in your door, you can tell them until you [...]