Marketing Mastery: Have fun making Home Depot eat your dust

February 24, 2014 | Comments Off on Marketing Mastery: Have fun making Home Depot eat your dust

Feb. 17/24 2014, Volume 27/number 21 By Jim Augustus Armstrong (Second of three parts) At Surfaces I attended James Dion’s class on the psychology of price. He said, “Price is just a number, yet consumers are obsessed with it. If you want to know who to blame, look in the mirror.” I agree. For years the box stores and national chains have been pounding the pulpit, preaching price prostration. Unfortunately, most small dealers followed suit....

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Marketing Mastery: Ideal business, ideal lifestyle

February 12, 2014 | Comments Off on Marketing Mastery: Ideal business, ideal lifestyle

(Second of three parts) January 6/13, 2014; Volume 27/Number 18 By Jim Armstrong In the first installment on this subject (FCNews, Dec. 23/30), I made the case that the main purpose of your flooring business is not to provide jobs, sell stuff, help customers or even to make money. The main purpose is to fund and facilitate your ideal lifestyle. Yes, you should be doing those other things that are not your ultimate goal, but...

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Don’t do just one thing

December 17, 2013 | Comments Off on Don’t do just one thing

Dec. 9/16 2013; Volume 27/number 16 By Jim Armstrong Jim Armstrong Before I moved to Colorado, I used to patronize a lube shop that had such great customer service I wrote a couple of articles about it and even talked about the company in some of my training manuals for flooring dealers. (more…)

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Marketing Mastery: Twelve secrets for creating killer ads

November 25, 2013 | Comments Off on Marketing Mastery: Twelve secrets for creating killer ads

Nov. 18/25 2013; Volume 27/number 15 By Jim Armstrong (Third of three parts) Jim Armstrong Floor dealer: The newspaper ad guy says you’ve got to run an ad at least seven times before people start to respond. Jim: If you run an ad and no one responds, do you know what will happen if you run the ad seven more times? Floor dealer: What? Jim: People won’t respond seven more times. (more…)

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Marketing mastery: Twelve secrets for creating killer ads

November 12, 2013 | Comments Off on Marketing mastery: Twelve secrets for creating killer ads

Nov. 4/11 2013; Volume 27/number 14 By Jim Armstrong (Second of three parts) Jim: What’s the “Big Promise” in your ad? Jim Armstrong Floor dealer:  That we guarantee to have the lowest prices. Jim:  Let me guess…you get beat up on price a lot. Floor dealer:  Yep. (more…)

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Marketing Mastery: Maximizing your ROI by creating killer ads

October 28, 2013 | Comments Off on Marketing Mastery: Maximizing your ROI by creating killer ads

(First of three parts) By Jim Armstrong Oct. 21/28 2013; Volume 27/number 13 I’ve spoken with many floor covering dealers who were extremely discouraged with the advertising results they received using websites, newspaper ads, letters, postcards, email, flyers, etc. These retailers are often convinced the advertising media itself was ineffective, when many times it was the message being delivered that was responsible for the campaign bombing. To make this point, I ask dealers the following: ...

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Marketing mastery: How to create a customer stampede with direct mail

October 15, 2013 | Comments Off on Marketing mastery: How to create a customer stampede with direct mail

Oct. 7/14 2013; Volume 27/number 12 By Jim Armstrong (Part three) Jim Armstrong FLOOR DEALER: What do you think of my ad? JIM:  It’s got your business name at the top, a list of products, and contact information, just like your competitor’s flooring ads. FLOOR DEALER: So what do you think? JIM:  I think you should start over. I was sorting through my mail, tossing out the unopened junk, when I came across a letter...

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Marketing Mastery: How to create a customer stampede with direct mail

September 25, 2013 | Comments Off on Marketing Mastery: How to create a customer stampede with direct mail

Sept 16/23 2013; Volume 27/number 11 By Jim Armstrong (First of two parts) FLOOR DEALER: We’ve tried direct mail, but we quit using it. JIM:  What kind of results did you get? FLOOR DEALER: Lousy. I was on a coaching call with Tim, a dealer who had recently joined my Inner Circle Club, and I asked him what kind of results he was getting from a direct mail campaign I provided. “We just did over...

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Marketing Mastery: The foolproof sales system

September 10, 2013 | Comments Off on Marketing Mastery: The foolproof sales system

September 2/9 2013; Volume 27/number 10 By Jim Armstrong (Second of two parts) Jim:  Here’s a system that will enable your sales team to close 50% more sales with zero marketing costs. I recommend weekly sales trainings to get your team up to speed. Floor dealer: I don’t have time to do weekly sales meetings. Jim:  I’m curious. What’s taking up all your time that’s more important than increasing sales? (more…)

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Marketing mastery: The fool-proof sales system

August 29, 2013 | Comments Off on Marketing mastery: The fool-proof sales system

August 19/26 2013; Volume 27/number 9 By Jim Armstrong (First of two parts) If you don’t have a system for selling, you’ll be at the mercy of your customers’ systems for buying. (more…)

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