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 top, bullets of products (maybe with teaser prices), and their phone number at the bottom. They also all look the same and do not answer the question on every prospect’s mind: “Why should I do business with you vs. every competitive option available to me, including doing nothing?”
Problem, Agitate, Solve (PAS)
In this type of ad you highlight a problem, agitate the problem (rub salt in the wound) and then solve it. The solution should always be to buy from you. A headline for this type of ad might be:
“The 5 Crazy Things Flooring Dealers Do That Drive Everyone Nuts…And How Jimbo’s Floors Stops The Insanity”
A strong point with this headline is that it not only mentions a problem, but it lets them know that if they read further they will learn the solution.
In the body copy you “agitate” the problem by highlighting several of the top complaints consumers have about buying floors (overwhelming, false/misleading claims, not honoring their warranty, stressful).
Then you “solve” the problem by explaining in great detail how if they buy from you, they can avoid all these problems, and instead have a wonderful, fun, exciting experience.
End the letter with a special offer and a deadline.
In the next installment, we’ll discuss another powerful copywriting formula.
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!