Love Furniture Profits Tip: More From One Of The ‘Old Masters’ Introduced Last Week
Furniture World News Desk on
7/7/2014
By David Love
Love Furniture Profits
“People go through life with their minds only half turned on, except when they’re promised an adequate reward for their full attention. Ordinarily their attitude toward nearly everything they see, read, hear and experience is ‘so what?’” Maxwell Sackheim.*
One of the biggest mistakes most of us marketers make is to assume our prospect, customer, client, is waiting breathlessly for our ad to show up so they can rush out and buy whatever it is we are offering for sale.
If there’s one thing I've learned over the years of being involved not only in the furniture business, but also in other areas of marketing, especially Direct Response, is that we underestimate the difficulty of the task. You don’t you say?
Why else would you not use all the tools are your disposal? Why else would you not include testimonials in each and every ad and on your web site? Why else would you fail to keep in contact with buyers as well as those who don’t buy? Why else would you run an ad with no selling copy? No benefits? No call to action? When I see the advertising I see every day, I know for sure the advertiser thinks the easiest thing in the world is to get people into his/her store.
You need to see your prospect as someone it is nearly impossible to move to action. See her as busy, overwhelmed with her own daily pressures and responsibilities, pressed for time, distracted by a million little things, bombarded by many more advertisements than yours. Who maybe really doesn’t ‘need’ that new sofa, but with proper ‘sell’ in your ad could be motivated to come to your store, or at least check out your web site. (Lack of ‘sell’ on web sites in a whole nother topic.)
Please take this article to heart. Think about what I've said as you prepare your next ad. If you make even a small beginning toward thinking along these lines, you’ll be head and shoulders above your competition.
*Maxwell Sackheim. 1890 – 1982. Just one successful campaign he’s known for is the Book-of-the-Month Club. He also wrote one of the most famous (within Direct Response circles) ad ever created. “Do you make these mistakes in English?” It pulled for over 40 years. Elected to the Copywriters Hall of Fame in 1975. Truly one of the ‘Old Masters’ I've studied and continue to profit from.
These little weekly articles can only scratch the surface. To find out more, get your free copy ($97, but free to any furniture or mattress store) of my breakthrough Special Report, “5 Long Lost Secrets of Scientific Furniture and Mattress Advertising 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 marketing question or challenge you’d like me to 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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