REV up Your Business - Switch To Evidence Based Advertising
There are fortunes to be made in retail home furnishings by the entrepreneurs who understand how to leverage their offers to dramatically increase market share.
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How To Do The Impossible At Retail In 2015
How do you identify and prioritize retail opportunities this coming year? What course of action should you take to do what you now consider impossible?
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Big Time Social Media Bottom Line Boost - Part 2
To stand out from the crowd you must become the most trusted authority on home furnishings and mattress sets in your marketing area. You must learn to tie peripheral type E beliefs to deeper type D authority figure beliefs as described in this article.
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Big Time - Social Media - Bottom Line Boost!
The first part of a two part series on how the wise independent can now make important inroads in market share by integrating social media and the Internet with other media.
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Romance & The Big Ticket Sale
A fascinating article on how to apply the concepts of romance and love to furniture sales. The article advocates for a profound shift in the attitude of retail salespeople away from a purely profit motive toward a more intense focus on service.
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Reinvent Your Company
Perhaps you have a compelling Mission. And, you may have a clear vision of where you want to be this time next year. But these are only potential powers until every person in your organization understands and can express them. Larry Mullins gives step by step instructions on how to translate your mission into action.
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Reinvent Your Company In 2013 - Part 1
Why should you reinvent your company? Because, as Steve Chandler, author of Wealth Warrior, points out: “Companies and individuals who reinvent themselves are more
prosperous than those who stay stuck where they are.”
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The Lost Secrets Of Scientific Selling - Part 4
In the first three installments of this series, Furniture World readers learned to identify and develop productive and mutually beneficial relationships with the toughest and most elusive personality types. Read on to find out how salespeople in your organization can increase sales performance by questioning some of the conventional assumptions they hold about success and selling furniture.
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The Lost Secrets Of Scientific Selling - Part 3
We learned how to develop productive relationships with tough personality types. Read on to find out how to use this information to improve your sales performance.
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The Lost Secrets Of Scientific Selling - Part 2
In the second part of this series we will examine the lost art of mastering our relationships with difficult customers. We will learn how to develop productive and mutually beneficial relationships with the toughest and most elusive personality types.
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The Lost Secrets Of Scientific Selling - Part 1
This article illuminates the basic principles of a selling technique that is based upon behavioral science. Want to reach the top much sooner? Want to serve customers better? Is your mind open? Good! The code to human behavior has been cracked. Get ready for some revolutionary selling ideas!
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Mattress Wars - Part 2
How can you benefit from changing mattress retailing trends? By embracing them.
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Media Mix Magic - Part 4
By putting the proven principles of evidence-based advertising to work, you will be able to leverage media to revitalize your market share like nothing else can.
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Media Mix Magic Part 2: Total Store Makeover
Part 2: Consider a Total Makeover. Start with zero assumptions about media and about your store.
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Media Mix Magic -Part 1
Create a killer mix of media that will leverage maximum sales and profits.
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Mattress Advertising Wars
Some say that the major “S” mattress brands have lost the high ground in branding and advertising to Tempur-Pedic. Should they be concerned? Larry Mullins thinks so.
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Multiply Ad Effectiveness With The “Why” Factor
The final article of the “Sell Lots More" series will divulge the game-changing link that ties everything together, the Why? Factor.
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Multiply Your Ad Effectiveness With The What Factor
Discover how to start using the principles presented in the first part of this series by making sure that you address the “WHAT” factor in your advertising and other customer communications.
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Multiply Your Ad Effectiveness With The Who Factor - Part 2
Discover how to start using the principles presented in the first part of this series to create a Unique Selling Proposition)and set a new wave of profitable business into motion for very little cost.
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Feel Your Customer’s Pain & Sell Lots More
Learn to deliver the four “magic” sentences that will relieve your customer’s pain and you will sell more home furnishings... lots more.
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Build A Home Furnishings Sales Machine - Part 3
The third and final installment in this series explains how you can get way out front of your competition by working to deliver uncompromising Integrity, Excellence, and Caring.
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Build A Retail Home Furnishings Sales Machine - Part 2
Part 2 of this three part series looks at alternatives retailers have to just cutting back expenses in these tough times. Instead, Larry Mullins suggests ways to become a Market Leader and leave sleeping competitors behind.
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Build A Home Furnishings Sales Machine
Part 1 of this three part series looks at alternatives retailers have to just cutting back expenses in these tough times. Instead, Larry Mullins suggests ways to become a Market Leader and leave sleeping competitors behind.
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Advances In Evidence Based Advertising
Now is the time to convert expensive, weak retail advertising into highly productive, cost effective efforts using the internet.
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Why Should Customers Buy from You?
Larry Mullins looks at four wasteful assumptions most home furnishings have, that tend to hobble their advertising and marketing efforts.
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Cure For The Business Blues
Examples of how some furniture entrepreneurs are turning the tide in a negative business climate.
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Forget Old Media, Use People Media™ -- Part 5
People Media™ begin at the top. Your store’s Brand begins with your own personal Brand. All of us have a Brand. You cannot fake it. Here are easy and inexpensive tips for using People Media on your website, on your sales floor, in your direct mail and even at the point of delivery.
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Forget Old Media Use People Media™
Digital communication is changing marketing as we know it. Old marketing assumed that someone was watching your commercials and reading your ads. Many furniture retailers are bombarding customers with weak and hastily prepared advertising messages, but you don’t have to.
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The Seven Lost Ad Secrets - Part 3
Larry Mullins explains how to effectively
use new, inexpensive, uncluttered, media to
reach the public and tell your story. He does a post mortem on those pervasive Big Box ads and provides tips to help you to make your ads really pull.
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Discover Your Retail DNA - Part 5
Seven ways are presented to keep your store looking fresh and make your offerings more relevant... on a budget!
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The Seven Lost Ad Secrets - Part 2
Targeting your message to "Boomers" and "Seniors" because that's where the buying power is.
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Seven Lost Ad Secrets Updated For A Digital Age
How new approaches to advertising can win friends, influence customers and make you money at a time of information overload.
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Revisiting Management By Walking Around
Is Management by Walking Around still relevant for retail furniture stores in a cyber-based culture?
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Rediscover Your Retail DNA - Part 3 Signage
Part 3: How signage, graphics and environmental elements optimize communication and create an enhanced shopping experience
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The Code That Unlocks Customers’ Hearts & Wallets - Part 2
Dr. Rapaille’s Culture Code ideas can be used to lift home furnishings advertising and point-of-purchase efforts to new levels of cost-effectiveness. This article will show you how to “Five Sense” your store, brainstorm ideas with your staff and sort out these ideas to come up with the best ways to appeal to your target customers.
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The Code That Unlocks Customer's Hearts & Wallets
Part 1 - Dr. Rapaille’s Culture Code ideas can be used to lift home furnishings advertising and point-of-purchase efforts to new levels of cost-effectiveness.
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Make Your Competitors Irrelevant -Part 2
A continuation of Larry Mullins’ excellent article on Blue Ocean innovations. In this issue, he details a Blue Ocean plan for a shop-at-home program.
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Blue Ocean Marketing Can Make Your Competitors Irrelevant - Part 1
This article is about a new, innovative approach: Blue Ocean marketing. Blue Ocean is about using your time and imagination to create uncontested market space that will make the big boxes and other competitors irrelevant.
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Big Box Invasion Ad Strategies - Part 3
This is the final installment in a three part series on advertising and event planning. It tells how the management of Hineline Furniture, a 30,000 sq. ft. showroom with a limited ad budget in a small community, planned and executed a promotion that exceeded their wildest expectations.
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Ad Strategies For The Big Box Invasion - Part 2
Larry Mullins looks at how independent retailers with certain strengths can use proven advertising principles to out-advertise giant retailers.
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Advertising Strategies For The Big Box Invasion
Huge retail chains and big box stores have monster budgets and corporate ad departments to work with. Out-advertise them in 2006 by buying right and working on your message. Larry Mullins explains how to create effective messages that will attract customers who are already in the market to buy.
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Abuse of Power : Cautionary Retail Tale
How to avoid the pitfalls of abuse of rank and its results; poor customer service and reduced productivity.
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12 Great Ways To Promote Your Brand
Larry Mullins describes 12 great ways to help you and your customers remember what makes your store unique. What does your brand have that all the others don’t?
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Every Associate A Leader - Part 3
There is a new paradigm for bringing leaders up through the ranks of our retail rganizations. It is based on the Metavalues® of integrity, excellence and caring and includes an entirely new way of teaching these attributes. Larry Mullins continues to look at how the best furniture stores develop leaders.
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Every Associate A Leader - Part 2
Test way to develop leaders who can see your company and services the way that they ought to be.
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Every Associate A Leader- Part 1
Larry Mullins looks at the organization that does the best job of developing leaders and examines ways to promote integrity, excellence and caring in future retail leaders.
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Are Women The Best Salespeople?
Things have changed since the days when furniture was designed by men, built by men, sold wholesale by men to men, and eventually sold at retail by men to women. But the “grass is still greener” for women in other industries and there’s still a lot for furniture “men” to learn.
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What Salespeople Need To Know About Your Profits
Ask a sales associate how much profit an average furniture store makes. Most will guess in the neighborhood of fifty percent. Larry Mullins explains why this impression, that is also shared by your customers, can sabotage your sales and marketing efforts.
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Advertising And Your Credibility
In this “Enron” age, your advertising has to work harder and smarter to win the trust of prospective customers. If you have a store with great merchandise offers, excellent prices, motivated sales consultants and impeccable service, yet you can’t seem to get your story across, this article will help.
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The World's Greatest Furniture Store
Larry Mullins starts this article by stating, “If you have a good company and are satisfied, this article is not for you.” He continues to explain how good furniture stores can become great. It starts with finding that one aspect of your business that is your Brand, your ticket to rapid growth and greater returns.
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Powerful, Productive Direct Mail
Many merchants make the mistake of assuming that if they keep a direct mail message short, customers will read it. This is just not true. Shown are five steps to producing direct mail pieces that will convince even hard to reach customers to visit your store.
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How To Buy Print Media For Half-Price
If you think that newspaper advertising isn’t effective, you may want to look at your message. Larry Mullins presents sure fire ways to create messages that are appealing to consumers and differentiated from competitors.
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Bring In Customers With The Optimal Media Mix
Television, radio and print media can work together to bring in those customers who need, but are not yet actively shopping for furniture. Newspaper can be used productively if you take the time and make the effort. But you can’t buy $1,000 worth of newspaper space and put $50 worth of effort into creating your message, and expect it to work.
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Does Who You Are Matter To Your Customer?
There is a long list of furniture stores that stand for nothing in the minds of their customers. Their ads and commercials reflect this lack of identity. Here are ways that you can get your customers to identify your unique brand identity.
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The Most Powerful Promotional Tool
In more enlightened companies, employees are exercising much more authority and power. Decisions to satisfy a customer’s problem are made on the spot, rather than waiting for an authorization from some manager who may not be available at the critical moment of customer need. Larry Mullins describes a simple management tool that can help you get the most out every employee.
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Seven Ways To Increase Market Share In Tough Times - Part 2
Part 2 of this series examines and expands upon some of the ideas put forth in Britt Beemer’s book “It Takes A Prophet To Make A Profit”. The best retailers are sharpening their tools and checking for leaks, waste and junk. They are inspiring their troops with an upbeat, confident attitude. In addition, they are moving to increase market share.
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Seven Ways To Increase Market Share In Tough Times - Part 1
The best retailers are sharpening their tools and checking for leaks, waste and junk. They are inspiring their troops with an upbeat, confident attitude. In addition, they are moving to increase market share.
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Visionary Selling - Part 3 - Company Vision
If your vision for your company is not vivid and compelling, it will not fly. If you cannot "see" in your mind's eye what it is you want, no one else will see it either. Being a Visionary Leader begins with a vision, but that is only the beginning.
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Visionary Selling - Part 2 - Become A Visionary Leader
The visionary leader must learn these four principles: The principle of visionary leadership; the principle of a visionary mission; the principle of authentic core values; the principle of CCEWIG, or continually confronting everyone with intimidating goals.
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Visionary Selling - Part 1 - Take The Time To Understand Deliver Priceless Value
How does one add value? Almost without exception, added value is services. To succeed in the new marketplace, you must out-service your competitors. Is this expensive? No, but it is difficult. Larry Mullins looks at ways you can think about adding priceless value that will convince your customers to buy.
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Kacey's Mattress Revolution
When it comes to mattress advertising, Denver is much like any other city: it is a shark tank. Also, like any other city, almost all the mattress ads look alike. Until now. Kacey Fine Furniture is taking mattress marketing to a new level.
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Seven Keys To Advertising Success
Since the October 1998 issue, Larry Mullins has treated FURNITURE WORLD subscribers to a detailed analysis of the keys to advertising and promotional success. Many industry retailers have asked for a summary of these cardinal principles which are summarized in this issue.
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Advertising Principles- Part 7 - Guarantee Satisfaction
What do your customers really want? What are their greatest fears? How can your salespeople instill confidence in your products and services at the start of the sales process? How can you guarantee that your customers will remain satisfied?
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Advertising Principles -Follow Up After Your Big Event - Part 7
There are two big challenges that can confront the retail furniture organization after a major sales event. The first of these is to deal with the "after sales blues" - an emotional let-down that comes over everyone. Second, the CEO must move quickly to capture the knowledge that has been gained during the event.
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How To Use The Magic Of Time Framing
Time framing can revolutionize your business life. The simple executive concept of doing one thing at a time in disciplined focus has been lost to many entrepreneurs over the years.
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Advertising Principles - Event Planning - Part 5
Planning, or the lack of it, can make or break you as a retailer. It is true that "without vision, the people perish." Yet without a plan, a vision is just a dream, simply wishful thinking.
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Advertising Principles - Part 4
People Media are people communicating with other people... saying good things about you, your store and about your merchandise. People Media may be the least expensive, best-kept and most powerful "secret" in retail marketing!
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Advertising Principles - Part 3 - The Right Media
Larry Mullins continues his series on media management with a discussion of how to use newspaper, direct mail and radio to maximize the return on your advertising investment.
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Advertising Principles - Part 2 - Who Writes Your Ads?
Even if the letters screaming SALE! are a foot high, unless people know you and already like your store, they are not likely to respond. Larry Mullins presents some more secrets of writing good ad copy.
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Advertising Principles - Part 1 -Who Writes Your Ad Copy?
According to Larry Mullins, today's advertising is created-for the most part-without regard for the principles that make advertising work. This series of articles looks at the "seven lost secrets" of advertising promotion.
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Renaissance In Print Media: Follow The Leader
The furniture industry has experienced a “dark age” in print advertising. Happily we are entering a “renaissance” period. Evidence of this rebirth can be seen in an Ethan Allen piece that is, without question, a new benchmark for retailers.
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26 Powerful Advertising Suggestions
Larry Mullins presents 26 suggestions to help you start thinking about getting the most out of each advertising dollar.
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Exceed Your Customers' Expectations
Those few, those fortunate few, who can exceed customer expectations will win and keep greater market share. Delivering a shopping experience that exceeds customer expectations is doable. It just isn’t easy.
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The Amazing Power Of Feedback
It takes a lot of hard work to generate a month’s business in a normally dull weekend. Learning the five basic steps to planning a successful promotion is just the beginning. Planning without flawless execution is worthless. The key to success is to engage your team leaders in an organic process of effective communications and mandatory feedback.
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The Four C's Of Leadership
Learn how to communicate your vision, boost productivity and lift morale through effective coaching, cooperation, counseling and correction.
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It's Time To Prepare Your Organization
Great business leaders have a goal that benefits society and inspires a workforce to do its best. They foster on-the-job growth in self-knowledge, wisdom, and relationships. Finally, they are engaged in creating a product that does more than just generate revenue.
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How To Re-merchandise Your Sales Floor
Dealing with the challenge of adding new products, clearing out losers and maximizing sales per square foot can be complicated. Bill Blake simplifies the tools, techniques and suggests a few tricks to help you master this process.
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A Boring Vision Statement Won't Cut It
Without a vision-statement, businesses, organizations, and even countries perish. Not in a dramatic way perhaps, but slowly, inch by inch. It takes more than a vision-statement, of course. It also takes integrity of commitment, excellence, and caring. Step-by-step instructions will help you to create your vision statement in just 35 minutes.
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Crisis Of Values At Retail
Leaders have lied to their people, the public, and themselves. But things will turn around. Use this transition period to rebuild... and start by looking at MetaValues™.
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