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Love Furniture Profits Tip: You’re Asking The Wrong Question.

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I received a very interesting email yesterday from one of my weekly email Subscribers. He’s been getting my emails for about three months now.

Here’s what he had to say:

“I agree with so much of what I have read from you about effective print advertising. My concern, however, is how to maintain an effective web site that maintains the interest of the consumer. Do you think that the same principles apply?”

Here’s what I replied:

“The short, simple answer is an emphatic Yes. Principles are principles. They are abiding. They apply to any medium.

Picture this. Marketing as a 3-legged stool. One leg is Message, one is Market, one is Media. Missing any one leg and the whole thing falls over.

When you ask the question of print vs web site, you're making the same mistake 99% of all advertisers make. You're asking about Media and not about Market and Message. Your message should come first (what are you trying to say) then your market (who you’re trying to say it to) and lastly the medium. What’s the best way to reach your market with your message.

I look at furniture and mattress store web sites every day. Appliances, too. Floorcovering, too. What I teach also applies equally to them. Look at any furniture site. Click on mattresses. Typically you'll find row after row of pictures of mattresses. Some even have rows and rows of pictures of frames. What good does that do the consumer who is hungry for information. You maintain her interest by talking about her; her wants and needs. How what you are selling benefits her. Just about all web copy is about the store, not about what the store can do for her. So, a web site for mattresses, for example, wouldn’t look much different than a print ad would.”

In a recent weekly email to my subscribers, I showed them an ad by Zoysia Grass Plugs and how it could be adapted to furniture/mattresses. Shoot me an email and I’ll send it to you. Once you see that, then go to their web site. You’ll see it’s not much different from the ad.

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 unmatched-by-anyone 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.

With his knowledge and front-line experience he has a passion for passing it on and sharing that experience to help furniture and mattress retailers cut advertising waste and maximize sales and profits.

To find out more, get your free copy ($29 but free to any furniture, mattress or floor covering store) of his just released, breakthrough Special Report for Furniture and Mattress stores, “5 Long Lost Scientific Retail Advertising Secrets 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

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