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Love Furniture Profits Tip: How To Stop Wasting Ad dollars.

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By David Love Love Furniture Profits

The next time you think about paying someone to create advertising for you (or do it yourself) find out if they know the underlying principles of effective advertising. You can do this by asking three simple questions:

1. “Do you have a solid grounding in the principles of ad creation as taught by David Ogilvy, Claude Hopkins, Clyde Bedell, John Caples, and other ‘Old Masters’?” These advertising pioneers researched and identified certain specific principles that are still valid today. Just one example is that people buy only to get the benefit of what they are buying. Advertising which doesn’t tell about the benefits can’t possible achieve maximum response. Of course, media, the delivery mechanism, changes over the years, but principles are abiding. I think if you’d read, ‘Scientific Advertising’ by Claude Hopkins it would really open your eyes. PDF readily available on line and it’s a quick and easy read.

2. “Do you have a solid grasp not only of advertising but of how advertising fits into an overall marketing campaign and in-store selling strategies?” Advertising isn’t Marketing and Marketing isn’t Advertising. They are separate, yet intimately related. Marketing isn’t an event, it’s a process. Your advertising has to fit into that process. It’s important that whomever creates your advertising understands your entire marketing strategy.

3. “Do you have an ‘Oh no, how could I have forgotten that, or how could I have done that?’ checklist to make sure not only that you haven’t left something important out of an ad but also what should or should not be in the ad? We’ve talked about checklists the last couple of weeks. You have checklists for every other function in your store, why not advertising. A couple of examples are, are you hours is the ad? Is copy printed in reverse type? It should not be.

I hope knowing the right questions to ask will help you stop wasting ad dollars. If you’d like more details on these questions and five more, send me an email. david@lovefurnitureprofits.com. I’ll send you a copy of my brand new, just completed Special Report, “7 Crucial Questions anyone who prepares your advertising (including you or your staff) MUST be able to answer in order to create killer ads that will outsell the pants off your competition.”

PLEASE NOTE: These little articles can’t anywhere near cover all there is to say on these topics. So . . . I have a very special offer for you. Be the first this week to send me an email, with the word FREE in the subject line. You will get by phone, a Free, No Obligation, 30 minute, Marketing Strategy Session. Ask me any advertising or marketing questions you like. We could even go over one of your ads. What you pay (Nothing) for this strategy session in no way reflects the tremendous value you’ll get out of it.
To find out more, get your free copy ($29, but free to any furniture, mattress 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.

Do you have an advertising challenge you’d like me to address? Shoot me an email and I’ll talk about it in a future article. 

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 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.

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