Greetings Flooring Dealers!
In this installment, we’re going to discuss a simple strategy for increasing the effectiveness of multi-step campaigns. But first an illustration from outside our industry. (I first heard this from marketing guru, Dan Kennedy.)
Collection companies have the unenviable task of collecting money from people that 1) don’t like them, and 2) don’t have any money. They do this by sending out a series of letters that have an ever-escalating sense of urgency. (Sequential marketing.) One thing they do to increase the sense of urgency is putting 1st , 2nd, and final notice on their letters.
Now, if a collection company can generate money from people that don’t like them and who don’t have any money, why can’t a flooring dealer use a similar technique to generate money from people who DO like them and who HAVE money?
That’s another reason sequential marketing works. Provided you use an offer and a deadline (and you should), this naturally increases the sense of urgency over a single-step campaign.
However, one strategy that can increase the urgency factor (and hence the effectiveness) is to use 2nd, 3rd, and final notice in smaller font above your headlines. Here’s an example from the 2nd and 3rd steps in a sequence:
2nd Notice
“I Still Want To Give You Every 4th Room Free!”
Final Notice
“It’s Still Not Too Late To Get Every 4th Room Of Flooring Free, But I Must Hear From You Soon!”
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!