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Mullins' Advertising & retail leadership articles  Article Series

Series by larry Mullins on retail advertising, sales and management leadership.

Series Articles

The Lost Secrets Of Scientific Selling - Part 4

12/2/2012

In the first three installments of this series, Furniture World readers learned to identify and develop productive and mutually beneficial relationships with the toughest and most elusive personality types. Read on to find out how salespeople in your organization can increase sales performance by questioning some of the conventional assumptions they hold about success and selling furniture.

The Lost Secrets Of Scientific Selling - Part 3

9/25/2012

We learned how to develop productive relationships with tough personality types. Read on to find out how to use this information to improve your sales performance.

The Lost Secrets Of Scientific Selling - Part 2

7/12/2012

In the second part of this series we will examine the lost art of mastering our relationships with difficult customers. We will learn how to develop productive and mutually beneficial relationships with the toughest and most elusive personality types.

The Lost Secrets Of Scientific Selling - Part 1

6/6/2012

This article illuminates the basic principles of a selling technique that is based upon behavioral science. Want to reach the top much sooner? Want to serve customers better? Is your mind open? Good! The code to human behavior has been cracked. Get ready for some revolutionary selling ideas!

Media Mix Magic - Part 4

3/20/2012

By putting the proven principles of evidence-based advertising to work, you will be able to leverage media to revitalize your market share like nothing else can.

Media Mix Magic Part 2: Total Store Makeover

12/5/2011

Part 2: Consider a Total Makeover. Start with zero assumptions about media and about your store.

Media Mix Magic -Part 1

10/5/2011

Create a killer mix of media that will leverage maximum sales and profits.

Mattress Advertising Wars

3/15/2011

Some say that the major “S” mattress brands have lost the high ground in branding and advertising to Tempur-Pedic. Should they be concerned? Larry Mullins thinks so.

Build A Home Furnishings Sales Machine - Part 3

1/19/2010

The third and final installment in this series explains how you can get way out front of your competition by working to deliver uncompromising Integrity, Excellence, and Caring.

Build A Home Furnishings Sales Machine

10/4/2009

Part 1 of this three part series looks at alternatives retailers have to just cutting back expenses in these tough times. Instead, Larry Mullins suggests ways to become a Market Leader and leave sleeping competitors behind.

Advances In Evidence Based Advertising

8/19/2009

Now is the time to convert expensive, weak retail advertising into highly productive, cost effective efforts using the internet.

Get Advertising Results: Create An Irresistible Offer

6/11/2009

Retail furniture store managers can maximize advertising performance by creating Powerful, Irresistible Offers. This can be done by directly addressing the emotional connection customers have that relate to your products, and by including fun offers such as incentives and premiums. This winning combination works much better than just focusing on cheap price promotion.

Why Should Customers Buy from You?

11/19/2008

Larry Mullins looks at four wasteful assumptions most home furnishings have, that tend to hobble their advertising and marketing efforts.

Forget Old Media, Use People Media™ -- Part 5

5/9/2008

People Media™ begin at the top. Your store’s Brand begins with your own personal Brand. All of us have a Brand. You cannot fake it. Here are easy and inexpensive tips for using People Media on your website, on your sales floor, in your direct mail and even at the point of delivery.

Seven Lost Ad Secrets Updated For A Digital Age

9/13/2007

How new approaches to advertising can win friends, influence customers and make you money at a time of information overload.

Make Your Competitors Irrelevant -Part 2

9/26/2006

A continuation of Larry Mullins’ excellent article on Blue Ocean innovations. In this issue, he details a Blue Ocean plan for a shop-at-home program.

Blue Ocean Marketing Can Make Your Competitors Irrelevant - Part 1

8/8/2006

This article is about a new, innovative approach: Blue Ocean marketing. Blue Ocean is about using your time and imagination to create uncontested market space that will make the big boxes and other competitors irrelevant.

Advertising Strategies For The Big Box Invasion

12/13/2005

Huge retail chains and big box stores have monster budgets and corporate ad departments to work with. Out-advertise them in 2006 by buying right and working on your message. Larry Mullins explains how to create effective messages that will attract customers who are already in the market to buy.

12 Great Ways To Promote Your Brand

6/8/2005

Larry Mullins describes 12 great ways to help you and your customers remember what makes your store unique. What does your brand have that all the others don’t?

Every Associate A Leader- Part 1

12/17/2004

Larry Mullins looks at the organization that does the best job of developing leaders and examines ways to promote integrity, excellence and caring in future retail leaders.

Advertising In Tough Times

6/23/2004

As traffic continues to dwindle, what should a home furnishings retailer do to get back on track? Here are some traffic building insights and TV deals that can make a big difference.

Reaching Women With Your Advertising - Part 2

6/23/2004

This month's "Media Management' article delves into what makes a woman choose one store over another. A recent survey asked female shoppers what influenced the choice of stores they shopped in most. The data suggests a change in consumer values which has serious implications for many retail advertising programs.

Reaching Women With Your Advertising - Part 1

6/23/2004

Video Storyboard Tests 1994, conducted a survey in which women were asked what type of TV commercials were most persuasive. The results, which rate a number of categories including the use of children in ads, humor and endorsements, will help you design a message appropriate for your target customer.

You Can Write Great Advertising Copy

6/23/2004

Canadian Scene editor Janet Holt-Johnstone gives step-by-step instruction on how you can write ad copy that will cause the right customers to come into your store.

Advertising And Your Credibility

6/22/2004

In this “Enron” age, your advertising has to work harder and smarter to win the trust of prospective customers. If you have a store with great merchandise offers, excellent prices, motivated sales consultants and impeccable service, yet you can’t seem to get your story across, this article will help.

Seven Keys To Advertising Success

6/22/2004

Since the October 1998 issue, Larry Mullins has treated FURNITURE WORLD subscribers to a detailed analysis of the keys to advertising and promotional success. Many industry retailers have asked for a summary of these cardinal principles which are summarized in this issue.

Advertising Principles- Part 7 - Guarantee Satisfaction

6/22/2004

What do your customers really want? What are their greatest fears? How can your salespeople instill confidence in your products and services at the start of the sales process? How can you guarantee that your customers will remain satisfied?

Advertising Principles -Follow Up After Your Big Event - Part 7

6/22/2004

There are two big challenges that can confront the retail furniture organization after a major sales event. The first of these is to deal with the "after sales blues" - an emotional let-down that comes over everyone. Second, the CEO must move quickly to capture the knowledge that has been gained during the event.

Advertising Principles - Event Planning - Part 5

6/22/2004

Planning, or the lack of it, can make or break you as a retailer. It is true that "without vision, the people perish." Yet without a plan, a vision is just a dream, simply wishful thinking.

Advertising Principles - Part 4

6/22/2004

People Media are people communicating with other people... saying good things about you, your store and about your merchandise. People Media may be the least expensive, best-kept and most powerful "secret" in retail marketing!

Advertising Principles - Part 3 - The Right Media

6/22/2004

Larry Mullins continues his series on media management with a discussion of how to use newspaper, direct mail and radio to maximize the return on your advertising investment.

Advertising Principles - Part 2 - Who Writes Your Ads?

6/22/2004

Even if the letters screaming SALE! are a foot high, unless people know you and already like your store, they are not likely to respond. Larry Mullins presents some more secrets of writing good ad copy.

Advertising Principles - Part 1 -Who Writes Your Ad Copy?

6/22/2004

According to Larry Mullins, today's advertising is created-for the most part-without regard for the principles that make advertising work. This series of articles looks at the "seven lost secrets" of advertising promotion.

Seven Keys To Advertising Success

6/22/2004

Since the October 1998 issue, Larry Mullins has treated FURNITURE WORLD subscribers to a detailed analysis of the keys to advertising and promotional success. Many industry retailers have asked for a summary of these cardinal principles which are summarized in this issue.

Advertising Principles- Part 7 - Guarantee Satisfaction

6/22/2004

What do your customers really want? What are their greatest fears? How can your salespeople instill confidence in your products and services at the start of the sales process? How can you guarantee that your customers will remain satisfied?

Visionary Selling - Part 3 - Company Vision

6/22/2004

If your vision for your company is not vivid and compelling, it will not fly. If you cannot "see" in your mind's eye what it is you want, no one else will see it either. Being a Visionary Leader begins with a vision, but that is only the beginning.

Visionary Selling - Part 2 - Become A Visionary Leader

6/22/2004

The visionary leader must learn these four principles: The principle of visionary leadership; the principle of a visionary mission; the principle of authentic core values; the principle of CCEWIG, or continually confronting everyone with intimidating goals.

Visionary Selling - Part 1 - Take The Time To Understand Deliver Priceless Value

6/22/2004

How does one add value? Almost without exception, added value is services. To succeed in the new marketplace, you must out-service your competitors. Is this expensive? No, but it is difficult. Larry Mullins looks at ways you can think about adding priceless value that will convince your customers to buy.

26 Powerful Advertising Suggestions

6/16/2004

Larry Mullins presents 26 suggestions to help you start thinking about getting the most out of each advertising dollar.

A Boring Vision Statement Won't Cut It

6/10/2004

Without a vision-statement, businesses, organizations, and even countries perish. Not in a dramatic way perhaps, but slowly, inch by inch. It takes more than a vision-statement, of course. It also takes integrity of commitment, excellence, and caring. Step-by-step instructions will help you to create your vision statement in just 35 minutes.

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