Only three way exist to grow your business:

1. Acquiring New Customers
2. Persuading Current Clients To Return To Your Store
3. Persuading Current Clients To Spend More Money Each Visit.

Most floor coverings dealers are focused on #1 and stink it up when it comes to number 2 and 3. I don’t know if you know this, but it costs 5 times more to market to a new prospect than it does to a current client. And in later emails I will focus on clever ways to uncover the riches in your business regarding your current clients that so many Flooring Dealers miss the boat on.

However, acquiring new customers is a vital part of any business. Dealsers can acquire them by different means, however so many flooring dealers rely on ineffective advertising to drive the most amount of customers to their store for every dollar they spend.

For example, many Dealsers spend thousands of dollars on TV and radio advertising and see little to no results. Furthermore, when I ask floor coverings dealers if they know whether or not a radio spot or TV promotion is working, they cannot tell me.

Why?

Because of the scandal that is going on in the industry. Ad reps, stock ads, and advertising gurus who sell advertising only make money if you buy, not if you see results. They can’t guarantee results because they can’t get you the results you need.

Don’t you want the best results possible for your dollar?

Business costs are on the rise, customer traffic and loyalty is waning, and retailers are cutting margins just to stay afloat. Big box retailers are camping around the corner and spending their billion dollar advertising budget to steal your life long clients. It is becoming much more difficult for the small to medium size independent floor coverings dealers to compete.

Look…the only way you are going to thrive and strive every year is to learn how to use Direct Response Marketing. This entails:

1. Creating attention grabbing headlines
2. Subheads that pull the customer into the copy
3. Interesting and benefit oriented copy
4. Powerful Guarantees
5. Offers with deadlines

This is the formula you must learn to constantly pull new customers into your store. You must give your new customer a compelling reason to come into your store. Otherwise you will continue to be like every other flooring dealers and your customer will not be able to tell you apart from your competitors.

Ethan Kap
Brett Kitchen
“The Traffic Guys”