Marketing Mastery: Selling your products for the most money

April 22, 2014 | Comments Off on Marketing Mastery: Selling your products for the most money

Volume 27/Number 24; March 31/April 7, 2014 (First of three parts) When I was in college, I earned my daily bread by giving private guitar lessons at a music store. The owner of this store was a good-hearted and generous fellow. Maybe a little too generous. He sold his wares at incredibly thin margins—so thin that he had to take part-time work outside his store to stay afloat, always had to do things on the...

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Marketing Mastery: Scraping the bottom of the barrel

March 25, 2014 | Comments Off on Marketing Mastery: Scraping the bottom of the barrel

Volume 27/Number 23; March 17/24, 2014 By Jim Augustus Armstrong Years ago I owned a carpet cleaning company. During that time, there was a local charity selling coupon books with deep discounts to neighborhood businesses such as restaurants, lube shops, and—you guessed it—carpet cleaning companies. One carpet cleaner participated by including a coupon for “one room free, up to 200 SF.” He nearly went broke from all the bargain hunters who hired him to clean...

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Marketing Mastery: Have fun making Home Depot eat your dust

March 10, 2014 | Comments Off on Marketing Mastery: Have fun making Home Depot eat your dust

Volume 27/Number 21; March 3/10, 2014 By Jim Augustus Armstrong (Third of three parts) There is no single strategy that will magically enable you to leave the boxes in the dust. Rather, you should implement multiple integrated sales and marketing strategies that reinforce one another and position you as the obvious choice. With that in mind, let’s take a look at some effective strategies you can add to your Depot-dustin’ arsenal.   (more…)

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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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