Greetings Flooring Dealers!
In the last post I covered some of the drawbacks of traditional image advertising.
Let’s take a look at the alternative: Emotional Direct Response Marketing.
Emotional direct response marketing is the second kind of marketing. It gives potential clients a strong message which compels them to run to the phone and call immediately.
Emotional direct response marketing is tough-minded, results-driven marketing that can be tracked and held accountable for its performance.
Good emotional direct response marketing uses reasons other than price to get customers to call.
There are a handful of truly effective emotional direct response marketing formulas, and one of the best is Attention, Interest, Desire and Action (AIDA).
First, the customer’s attention is captured with a compelling headline. The best headlines focus on benefits to the customer.
Second, interest is generated by telling a story. For example, explaining in great detail how your iron-clad warranty will allow the customer to “sleep like a baby,” or how your hassle-free buying process will make the installation fun and “as stress free as a vacation.”
Third, desire is created with a compelling offer.
Fourth, action is prompted with a deadline and a call to action.
Using emotional direct response marketing to tell your dealership’s unique story—and to quickly gain customers—is a key weapon in outmaneuvering the boxes, and to doubling your income.
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!