Greetings Floor Dealers! FLOOR DEALER: The newspaper ad guy says you've got to run an ad at least 7 times before people start to respond. JIM: If you run an ad and no responds, do you know what will happen if you run the ad 7 more times? FLOOR DEALER: What? JIM: People won't [...]
Greetings Floor Dealers! JIM: What's the "Big Promise" in your ad? FLOOR DEALER: That we guarantee to have the lowest prices. JIM: Let me guess…you get beat up on price a lot. FLOOR DEALER: Yep. Before you read this article I want you to do a quick two-minute exercise. Google "flooring retailers" in your town [...]
Greetings Floor Dealers! I've spoken with many floor dealers who were extremely discouraged with the advertising results they'd gotten from websites, newspaper ads, letters, postcards, email, flyers, etc. They are often convinced that the advertising media itself was ineffective, when many times it was the message being delivered that was responsible for the campaign bombing. [...]
Greetings Floor Dealers! FLOOR DEALER: What do you think of my ad? JIM: It's got your business name at the top, a list of products, and contact information, just like your competitor's Name, Rank and Serial Number ads. FLOOR DEALER: So what do you think? JIM: I think you should start over. In the last [...]