Love Furniture Profits Tip: How To Get The Furniture Or Mattress Shopper To Visit Your Store And Not The Others.
Furniture World News Desk on
2/8/2014
Your ad is kind of like the Yellow Page ads of yore. When someone looked in the YP, they had no particular store in mind. The sole purpose of the ad was to get someone to call or to come to your store.
Any ad you run is kind of like that. Furniture, especially a mattress or case goods, is a very infrequent purchase. For the purpose of this article we’ll focus on a mattress purchase. It’s probably a decade or sometimes two since she last bought a new one. Many young people in their 20s have never bought one. They may be recently out of college; been sleeping on a family hand-me-down. She probably has never been to your store. Unless you're one of the big box national chains which pound away relentlessly, she’s never seen one of your ads.
Here’s her situation. A mattress deteriorates slowly over time. It doesn’t go from good to not good overnight. Maybe she starts to have a hard time falling asleep. Maybe she starts to wake up with little twinges in her back. Studies show that she may take quite some time to decide she needs a new mattress, but once she does decide, she is in and out of the market within a week or so.
She gets up one morning and tells herself (and husband, partner, etc.) that it’s time for a new mattress. Let’s say it’s Monday morning. She says, let’s go shopping this weekend. She starts looking for ads and she starts cruising around the internet. At this point in the buying process, she is hungry for information. She wants to learn everything she can about mattresses and stores that carry them.
Let’s say over the course of that week or so, she sees four or five ads or flyers in her paper or mailbox. She has looked at several web sites of furniture and mattress stores in her area.
You know as well as I do, every ad she sees, including yours, will have some version of
Mattresses 50% - 70% off. Queen Sets $159. Twin Mattress $99. 0% Interest for 5 years. No Interest ‘til 2019. And so on and so on and so on. Nowhere does she see any information she can use.
Put yourself in her shoes. Why should the reader of your ad come to your store versus all the others running ads that week. To her, based on the ads she sees, all the stores are alike.
What if your ad had a picture of you, the owner. A short block of copy inviting her to visit your store. In quotes so she knows it’s you talking. You understand buying a mattress can be daunting. You can give her the information she needs to make the right decision.
What if you had a short block of copy extoling the benefits of a new mattress. Comfort. Support. Feeling better. Waking up rested. More energy during the day. Don’t you think she might say, “This store seems to know what it’s talking about. I should go there.”
The benefits are endless and there’s not room in this short article to go into more detail. Just keep in mind as you prepare your next ad, the more you tell, the more you sell. Telling her what her new mattress will do for her shows you to be a mattress professional. That you're not just trying to “sell” her a mattress.
David Love is the owner of Love Furniture Profits. An advertising consulting and coaching firm that shows retailers how to get more traffic, more and higher ticket sales and more profits using long-lost scientific advertising secrets unknown by about 99% of all of today’s retailers.
He is a 41 year furniture/mattress, in the trenches, industry veteran. His background includes retail furniture sales. Manager of a retail furniture store. 22 years on the road making money for companies like Sealy Mattress and Best Chairs. His territory and his retailers achieved sometimes remarkable sales increases due to the expert advertising and sales advice he gave. He has also owned and sold his own profitable store and was a highly regarded sales manager of a top 100 furniture store.
With his knowledge and front-line experience he has a passion for passing it on and sharing that experience to help furniture and mattress retailers cut advertising waste and maximize sales and profits.
To find out more, get your free copy ($29 but free to any furniture, mattress or floor covering store) of his just released, Special Report for Furniture and Mattress stores, “5 Long Lost Scientific Retail Advertising Secrets that work like magic in today’s economy for any furniture or mattress store to get you more customers, more sales, more profits.” Go to www.lovefurnitureprofits.com. David can be reached at david@lovefurnitureprofits.com. Phone: 803-764-3977.
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