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Love Furniture Profits Tip: Even Experienced Pilots Have Checklists. Do You? An Ad Checklist, That Is.

Furniture World News Desk on 4/19/2014

By David Love Love Furniture Profits

Have you ever run an ad (or mailed a post card, or however you communicate with your customers and prospects) and when you see it in the paper or you get it at your store you realize you left your store hours out of the ad? Or your phone number?

Crazy, you say? Couldn’t happen, you say? Guess again. I saw it just a couple of weeks ago in a mattress ad right here where I live.

Here are just a few items on a pretty extensive check list I use when I prepare ads for my own clients.

  • Is the layout simple? Uncluttered?

  • Is every photo of product the same size (they shouldn’t be) or is one featured and the others sub-featured?

  • Is there body copy set in reverse type? A short, bold headline or very small block of copy in reverse if OK, but never body copy.

  • Is there a small block of copy in the middle of a page of white space? A big no-no.

  • Is there a benefit in the headline?

  • Can the headline be strengthen with the words “New” or “News?”
  • Is there a benefit-driven call to action?

  • Is there a call to action at all?

  • Are your hours in the ad? Phone number? Web address?

There are many more but this gives you an idea. A good checklist is much more than just looking for typos or misspelled words. If you want your advertising efforts to return Maximum Response instead of just Some Response, you need to be sure it’s operating on all cylinders.

PLEASE NOTE: These little articles can’t anywhere near cover all there is to say on these topics. So . . . I have a very special offer for you: for the first three of you who send me an email with the word FREE in the subject line I will do, by phone, a Free, No Obligation, 30 minute, Marketing Strategy Session with you. We could even go over one of your ads if you like. I can handle only so many, so this has to be limited to the first three.

To find out more, get your free copy ($29, but free to any furniture, mattress store) of his just released, breakthrough Special Report for Furniture and Mattress stores, “5 Long Lost Scientific Furniture and Mattress 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 at david@lovefurnitureprofits.com. Phone: 803.764.3977.

Do you have an advertising challenge you’d like address? Shoot 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 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.
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