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. Therefore headlines that feature either a benefit or a way to avoid pain can be the best place to start. Here’s an example.
“Your Neighbor, Floyd Bumgardner, Was Thrilled With Our Services…
What Can I Do To Win Your Business?”
You then generate interest by saying something like, “Floyd is your neighbor at 546 Starlite Drive. Here is what he had to say about Jimbo’s Floors.” Include a photo of Floyd standing on his new floor.
Create desire with a special offer. The offer doesn’t necessarily have to be a discount. You could say something like, “Because you’re one of Floyd’s neighbors, I’d like to win your business with a special gift. If you buy $2497 or more worth of flooring, I’ll send you and a guest to the swanky City Café for dinner!”
Give a call to action with a deadline. “Call now! This offer expires on June 15th!” Or you can stimulate action by limiting the supply. “Don’t Delay! I only have 9 ‘dinner for two’ gift certificates. First come, first serve. Once they’re gone, they’re gone!”
Remember, if it doesn’t have an offer and a deadline, it’s not direct response marketing.
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!