Lost Ad Secrets

Everyone remained standing. Then Mark noted that on page 38 of the trade publication of Think and Grow Rich, Napoleon Hill suggests that—if you want to have success with his book and get rich—it is imperative to use his formula to craft a brief personal statement, commit it to memory, and repeat it twice daily until the dough comes rolling in. Joyner then said that since everyone still standing believes in the book, surely someone will come up on the stage and recite their success statement. He said everyone else should sit down. You probably guessed it. Everyone sat down.

One percent of furniture entrepreneurs and salespeople are shakers and movers and only a few successful independents will at least seriously consider the delivery sequence advice suggested earlier. One in particular comes to mind. His story, coming from the front lines of the furniture industry, is worth ten articles by ivory tower experts. Wendell Farrell, of Wendell's Furniture of Colchester, Vermont, is a customer-oriented furniture entrepreneur. He has vividly branded himself. A natural at projecting good People Media, Wendell Furniture is one of the few furniture stores that had a good year last year. And Wendell grew his business in the face of a famous Big Box competitor. In fact, he helped compel them to close their doors after a short run and leave town! How did Wendell do it? Read on.

WHO'S AFRAID OF THE BIG BAD BOX?

When a big box came to Colchester in 2005, it frightened many stores on furniture row. And it hurt them all at first with great looks, low prices and huge ad budgets. It seemed as though nothing could stop the big box. Meanwhile, away from furniture row, Wendell ignored the big box, and kept plusing his own brand. "Plusing" is a term Walt Disney used to indicate taking a good concept idea and adding to it to make it better. Wendell's did not try to outgun the big box. He carried his traditional lines and stuck to them. Before very long the big box was fading, and eventually, unceremoniously closed its doors.

So what is so great about how Wendell advertises his Brand? It's all about the customer. When a customer calls Wendell's on the phone, Wendell Farrell himself is as likely to answer as anyone ... "Good afternoon, this is Wendell. How may I help you?" Well thought out and practiced phone etiquette is an important, yet often ignored aspect of furniture store brand-building. Associates need to be supplied with a script to do it right. Something along the lines of , "Good afternoon, (store name), this is Jane Smith. How may I help you?" Or, "Good afternoon (store name), How may I help you? This is Jane Smith." Research has shown that customers will remember a person's name if it is stated last. The benefit of this technique is that the customer will often start their reply by restating the Associates name, putting the ensuing conversation on a more personal basis. So often Associates simply

A Bric F [ ! i* to ry t>F I he Pparook Chair in Pop Culture

A Bric F [ ! i* to ry t>F I he Pparook Chair in Pop Culture

Women Read Stories About Furniture...

The current issue of O AT HOME Magazine by Oprah Winfrey devoted a page to the old Peacock chair. By telling a background story, about a piece of furniture (that most of us have forgotten), this piece suddenly becomes a desirable item.

This FURNITURE WORLD Magazine article tells how a retailer uses the internet to Brand his store and to creatively tell stories about his home furnishings products. There is more product information, more consumer benefits, and more unique selling features in one of his 30 second spots than most big boxes use in an entire copy-starved flyer!

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