Love Furniture Profits Tip: More About Your Message
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Last week we talked about the 3-legged marketing stool. Message, Market, Media. Missing any one leg and the whole thing falls overs. Most stores are pretty good at knowing their Market; low end; high end; promotional, that sort of thing. More about this in another article. Many choose the medium for the wrong reasons. More about this later as well.
Let’s talk about your Message. Why should the furniture shopper choose your store versus any others in your market. Look at any furniture web site. This is where she looks first for information. Maybe she saw an ad or not, but I guarantee she will visit your web site before she visits your store. I look at furniture sites every day. They’re pretty much 80-90% alike.
Many advertising messages are really no message at all. I say no message because they lack differentiation and lack reason to respond to you now. They’re just business cards. What I call Bill Board Advertising. Name, rank and serial number. Who we are, what we do. Read any site’s “About Us.” B-O-R-I-N-G.
I received this from a reader last week: “Our Problem is: How to get more people to understand what we are about? So they will give us a try. We do consistent marketing...but it’s a difficult story to tell effectively.” My simple answer is this: talk about what you will do for her. Period. Stop talking about yourself.
Look at a recent ad of yours, or your web site. I can almost guarantee that about 80% if what copy there is, is about you, what products you have, selection, that sort of thing. Look at what you say. If any store can say the same thing, it is not a Marketing Message.
Don’t fall into the trap of “me-to-ism.” Most messages are boring and plain vanilla, focused on price (“we’re the lowest around”) or product or service. Focus instead on your customers. Their wants, needs, desires, interests. Most marketing messages typically lack what makes you different. Figure out what makes you different and talk about it. Your marketing will be head and shoulders above your competition.
Note: do you have a marketing challenge you’d like addressed? Send me an email and I’ll talk about it in a future article.
About David Love and Love Furniture Profits. Love Furniture Profits is 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.
David is a 41 year furniture/mattress, in the trenches, industry veteran. His unmatched-by-anyone 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, breakthrough 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 right now to www.lovefurnitureprofits.com. David can be reached firstname.lastname@example.org. Phone: 803.764.3977
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