Greetings Flooring Dealers!
Here’s a little known marketing trick that explodes your results!
In the previous installment I discussed a major problem faced by most flooring dealers: being an advertising victim. An important step in ending this scenario is understanding message, market and media.
Message is what you say in your marketing. This is where you give the prospect compelling, convincing, overwhelming reasons to choose YOU verses all the other stores in your area. And to take action NOW verses later.
Media is how you deliver the message. Some media examples include direct mail, newspaper ads, yellow pages, radio, TV, billboards, website, etc.
(By the way…a common misconception is that the internet is a business when in reality—in the vast majority of cases—the internet is functioning as a media. You’ll hear people say, “Yeah, I have an internet business selling widgets.” In the majority of cases these people don’t have an internet business, they have a business selling widgets, and the internet is the media. It’s an important distinction to grasp.)
I’ve used and coached people on using all of the media listed above, and they can all be very successful if implemented properly. My favorite media is direct mail because you can pinpoint your market (more about that in a minute). A lot of dealers don’t like direct mail because they’ve tried it and—because they don’t fully understand how to do it—they’ve failed.
Market is who you’re sending the message to. This is the most important element to get right. You can send a mediocre message to the right market and still do pretty well. However, the best message in the world sent to the wrong market will fail. It’s critical to all your marketing efforts that you get this element right.
Message, market and media are like the legs on a three-legged stool: if any one leg is weak, the stool will fall over. Therefore it’s vitally important that you give careful consideration to each of these elements when developing a marketing campaign.
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!