A strategic approach to digital marketing, part 2

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Strategic messaging(Part two in a series)

By Jim Armstrong—In part one of this series I said being visible online—by itself—is not an advantage because almost everyone is visible online. It’s the bare minimum. To dominate, you must do one of two things: 1) Outspend them and be more visible; or 2) Use a more strategic approach. This installment is about being more strategic.

Strategic messaging

You can push your message out through multiple digital channels quickly and easily, but the vast majority of flooring messages say the same thing: Business name, list of products and contact information. It creates no differentiation and does not answer the unspoken question on every prospect’s mind: Why should I choose your store instead of your competitor?

Let’s explore strategic messaging. First, it’s important to tap into what motivates your prospective buyer. The most powerful motivators are avoidance of pain and pursuit of pleasure. These motivations are primal, deeply wired in the human psyche. Your messaging should allay their fears and promise them pleasure.

Here are some examples:

  • “I’m afraid once the flooring is installed, I’ll regret my choice.”
    • Messaging: You’ll love your new floors or we’ll replace them for free.
  • “I’m afraid of shoddy workmanship.”
    • Messaging: You’ll get the best installation in the business or we’ll return within 48 hours and make it right.
  • “I’m afraid I won’t be able to afford it.”
    • Messaging: Financing is available! We’ll work with you to design a flooring package that will fit your style and budget.

Your prospects only care about one thing: benefits. Your business name and location are not benefits. Let’s explore strategic messaging that emphasizes benefits:


This is an obvious one, and the industry does a decent job of highlighting the pleasurable aspects of various surfaces. You can describe the tactile sensations of the different products you offer, explore how your various products will make your prospect’s home beautiful and get them imagining memories and raising a family on beautiful floors.


Poor-to-mediocre service is the norm across most industries. Service that gives pleasure is far less common. Use strategic messaging to demonstrate that when your prospects choose you, they’ll have a pleasurable experience.

“We make finding the perfect floors fun and stress-free for busy parents! We have a play area to keep your kids entertained while you explore!” Or, “Come on in and enjoy a glass of wine while our expert designers help you find your perfect floor.” Or “Our installers are on time, courteous and professional.”

These messaging strategies can be turned into compelling headlines and body copy for your website, ads, videos, social media posts, emails, etc. Not only does this messaging overcome fear and promise pleasure, but it creates differentiation because very few flooring dealers (e.g., your competitors) are doing it.

Jim is the founder and president of Flooring Success Systems, a company that provides floor dealers with marketing services and coaching to help them attract quality customers, close more sales, get higher margins and work the hours they choose. For information, visit FlooringSuccessSystems.com.

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