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Marketing Hack: Maximize Your Creative Assets With a Multi-Channel Approach

Royalty free image: https://unsplash.com/photos/SYTO3xs06fU Credit: Marvin Meyer / Unsplash 

The following is adapted from Come Back to Bed.

With so many communication channels, from TV to radio to social media, it can be difficult to determine where to market your business. Ever had something like this happen?

A team member says, “Let’s create a print ad!” A week after the ad hits publications, somebody says, “Let’s produce a video to match that print ad.” Before you know it, you’re tackling multiple channels one by one when you should have pushed your message out all at once. 

A better method is atomizing one idea and pushing it into every channel. Considering making a list of all potential channels. This is an easy way to force yourself to create assets for every channel you own, bring in the right people to support the execution, and make sure you don’t end up looking back on a promotion, wishing you had done more to make the strategy work. 

By pushing your promotions through multiple communication channels, you’ll achieve a more holistic marketing approach. As a result, you’ll maximize your exposure and avoid missing opportunities to promote your business. 

Here are the channels you should prioritize for a holistic, multi-channel marketing approach, including a list of the possible ways to leverage each channel for exposure. 

Publications

  • Print ads
  • Digital ads
  • Partner for a promotion
  • Email blast
  • Press releases and media coverage

Consider what media publications your audience reads. Is there a top trade publication for your industry? Or maybe you want to reach high-level business leaders through The Wall Street Journal. 

Once you identify the publications that are most important, think about the best way you can get into them. Is a print or digital ad the best way to communicate to your customers? Or is this something that may garner earned media attention with the press release. Other options to consider include email blasts and paid partnerships. 

Television and Radio

  • Spots
  • Digital ads
  • Partner for a promotion
  • Email blasts
  • Press releases and media coverage

Television and radio have long been popular ways to market to consumers. You may choose to work with a local radio station or depending on your budget, maybe you want to reach a large number of people across the country through a national ad. Again, consider the best method of promoting your message through this channel whether it be with a TV or radio spot, a digital ad, email blast, paid partnership or earned media coverage. 

Social Channels 

  • Content to post
  • Survey / poll
  • Contest for fans
  • Digital ads
  • Personal outreach to fans
  • Post to other groups

In the digital age, your business should have a presence on social media. Twitter, Facebook and Instagram are the most widely used platforms. You don’t necessarily need to have a presence on all networks. Choose one or two that fit your business best and use them to promote your business and connect with customers. 

For social promotions, consider what content you can post. Could you do a survey or poll to increase engagement? How about a contest for fans? Would paid digital ads help further promote your message?

The possibilities for social promotion continue to grow. The most important thing is that you’re speaking directly to your customers when you interact with them on social media. 

Public Relations 

  • How can this idea become news? 
  • Create in-store event
  • Article for publication
  • Partnerships with other businesses

As you’re brainstorming marketing ideas always ask yourself, how can this idea become news? 

One of the best ways to garner attention for your business is with media coverage. Media coverage serves as third party endorsement and whenever it helps tell consumers how great you are, the more likely it is that the coverage will positively impact your business. 

Website 

  • Home page update
  • Landing page
  • Blog posts or articles

Your website is one of the best channels you can leverage for marketing your business. In our digital world, your website is increasingly becoming the place where consumers form their first impression of your business. 

For promotions, consider updating your homepage. Or for larger promotions, you may also want to consider creating a landing page. Creating a blog or news section on your website where you post articles is a great way to establish your thought leadership and showcase your values and purpose. 

Internal 

  • Communication to employees
  • Sales-team training and creation of selling materials
  • Email signatures adjusted to campaign
  • Legal considerations
  • Communication needed throughout the campaign
  • Notify other divisions and partners
  • Update all website properties you own

An important communication channel that sometimes may get forgotten is your internal network of employees. Consider how your employees can support spreading news about your business. This could include creating sales materials for the sales team or designing a campaign email signature. 

Be thoughtful in how you communicate with all parties in your business. Some may need more information than others. It’s important to make sure you’re keeping everyone informed and up to speed as the promotion unfolds. 

Influencers 

  • Promotions
  • Giveaways
  • Blog posts
  • Social media posts
  • Digital ads
  • Partner with other businesses

In recent years, influencers have become increasingly present in companies’ marketing initiatives. Consider if there are any influencers in your industry who can help tell your story and support your promotional efforts. This could mean partnering with influencers on social media posts, blog posts or giveaways. 

General Content 

  • Digital ads
  • Print ads
  • Email marketing
  • Blog posts or articles
  • Videos
  • Press releases

As a rule of thumb, make sure to consider all the various types of general content you could produce to promote your business. This may include digital and/or print ads, email marketing, blog posts or articles, videos, and press releases.

The more content you create, the easier it will be to tailor the content for each channel. 

Putting It All Together

It can be easy to stick with the marketing channels that are familiar to us and forgo others. However, failing to explore all channels can lead to missed opportunities. 

Next time you begin planning marketing assets, take time to consider how you can leverage a multi-channel approach to maximize your marketing exposure. You won’t always need to create content for all channels. Instead, pick and choose the best tactics for each individual promotion.  

By leveraging a holistic approach, you’ll more effectively maximize your ideas and create marketing assets at once so they work in tandem to promote your business. 

For more advice on marketing your business, you can find Come Back to Bed on Amazon.


Mark Kinsley is President and CEO of Englander, a top-15 US mattress company founded in 1894. Furniture Today called him one of its “20 People to Watch,” and Home Furnishings Business recognized him as one of its “Forty Under 40.” Mark Quinn is the Co-Founder of Spink & Co, Farm-Grown Beds, and the VP of Key Accounts and Marketing for Sherwood Bedding. He’s a top industry blogger at Q’s Views and holds pioneering patents in biometric sleep-space technology. Together, they co-host Dos Marcos,The Galaxy’s Greatest Mattress Podcast (dosmarcos.co), with more than 185 episodes and hundreds of thousands of listens.

5 Steps to HATCH Brilliant Business Ideas

The following is adapted from Come Back to Bed.

Marketing your business is an essential part of telling your story and attracting customers. You won’t succeed if consumers don’t know you exist. But your marketing needs to break through the noise in order to capture attention. How can you do this?

Creative thinking is where it starts. Creative thinking is critical when it comes to setting yourself apart from the competition. For some, thinking outside the box comes naturally, and for others, it’s tough. If you lack creative juices, there are five steps you can follow to help you to unlock creative ideas that will support your business goals. We call this the HATCH method. 

Bring together a good group, use the process outlined in this article, and watch the ideas flow. This is the path to making your business stand out so that you get paid. 

Hold a Brainstorm 

It’s important to clearly define the objective of the brainstorm. What do you want the brainstorm to accomplish? Be specific! Increasing sales isn’t a goal. Increasing sales over the Labor Day holiday by 10 percent over last year is more like it. 

After you figure out your goal, write it at the top of a Post-it pad to keep things in focus.

Act Crazy 

The goal of a brainstorm is not to select ideas, it’s to generate a large volume of them. Set the tone of the brainstorm from the start by encouraging people to be comfortable. No idea is a bad idea. No criticism after an idea is floated. Sometimes it helps to play a game before starting the brainstorm to help people loosen up and feel more relaxed sharing their ideas. 

Consider adopting what improv comedians call the “Yes, and” method. When one actor introduces an idea to the audience, the partner actor always builds on that topic. The second actor never shuts down the first actor’s idea. If one actor is pretending to be a sweet old grandmother who breathes fire like a dragon, the second actor would never say, “No, be a grandmother who breathes ice.” That approach kills the momentum. Using the “Yes, and” method, the second actor would think, “Yes, and the fire-breathing grandma has to sing in the church choir this Sunday!” 

Another framework is the twenty-idea method. Start spitballing ideas, and don’t stop until you get to number twenty. After about ten ideas it gets tougher to conjure new thoughts, but that’s also when things start getting good. When you push past the obvious, you get to the surprising ideas. After all, as Roy H. Williams said, “Surprise is the foundation of delight.” Stupid stuff gets said, laughter ensues, and creative juices start bubbling.

Take a Nap

Step away. Close out the meeting, go home, get a great night’s sleep, and come back to your brainstorm list the next day. It’s remarkable what happens when you allow your brain to process new material overnight. When your unconscious mind marinates on ideas and new inputs, your brain creates connections in your subconscious. 

Regroup and hand out colored stickers so each person has their own color. Then have each team member go up to the Post-it pad and place a dot on their top-five favorite ideas. You can expand it to more than five if you want, but the goal is to force the best ideas to the top of the list.

Choose Ideas

Bring back your team and focus on your top two ideas. Make sure you all agree that these are the best; check to make sure they have the most potential. 

It’s time to start putting together your strategy and thinking about the best way to execute it. How will you measure success? What will the budget be? What are the deadlines to meet the objective? What should the return on investment be? How can you fail? How can you mitigate that failure? What are the tactics you will have to employ to get the desired outcome, and who are the best people to assign those tasks to? 

Hand Off to Creative Team

Once you’ve chosen your ideas, hand them off to the creative team and let them begin bringing it all to life. 

Get the Most Out of Your Ideas

Harnessing creativity can be challenging, but by following the HATCH method you will be able to more easily brainstorm ideas and develop creative solutions to get your business noticed.

Remember that no idea is a bad idea. We all have the potential to be creative, we just need the right tools and environment to bring out our ideas. Once you master this process, the possibilities for leveraging creativity to grow your business become endless. 

For more advice on marketing your business, you can find Come Back to Bed on Amazon.


Mark Kinsley is President and CEO of Englander, a top-15 US mattress company founded in 1894. Furniture Today called him one of its “20 People to Watch,” and Home Furnishings Business recognized him as one of its “Forty Under 40.” Mark Quinn is the Co-Founder of Spink & Co, Farm-Grown Beds, and the VP of Key Accounts and Marketing for Sherwood Bedding. He’s a top industry blogger at Q’s Views and holds pioneering patents in biometric sleep-space technology. Together, they co-host Dos Marcos, The Galaxy’s Greatest Mattress Podcast (dosmarcos.co), with more than 185 episodes and hundreds of thousands of listens. 

RETAILERS: If you Don’t Stand Out, You May Have To Close Down

The following is adapted from Come Back to Bed.

The coronavirus pandemic has brought about many challenges for retailers. Even before COVID-19, being a retailer meant charting rough waters and navigating challenges caused by the rise of ecommerce. The sad truth is that not all retailers have made it through and there are many still struggling. 

For those of you who are wondering how you can navigate the current environment, the number one thing you can do to survive is: decide to be different. 

Why is being different important? We live in an attention economy. If you capture people’s attention, you make profits. Fail to make people look and listen, and business will suffer. Being different can set you apart from your competitors, it establishes your unique value and strengthens your connection with customers.

If you’re wondering where to start, here’s what you need to know first in order to be different. 

Why Being Different Works 

The human brain is wired to ignore almost everything mundane. Everyday events get processed like canned goods on a grocery clerk’s conveyor belt. But the moment something surprises our brains, we stop and pay attention. 

In most situations, our brains are on autopilot. Walk to the fridge, grab the jelly, spread on bread, blah, blah, blah. Our brains are constantly guessing what’s next, and they’re really good at making predictions. 

When something comes along that interrupts that schema, our senses focus and our attention jerks toward the new element. If you’re spreading jelly on the bread and a bird bashes into the plate glass window, you’re going to look. And if that bird is colored like a rainbow, you’re going to inspect it. 

You inspect the bird because the crash startled you. It was scary. As your mind registered there was no real threat, a mystery began playing in your head. What is a rainbow-colored bird doing in this part of the country? What kind of bird is it? Mysteries are open loops. Brains hate open loops. We want to close those loops. Open loops mean the outcome is unknown. If the outcome is unknown, it could be either threatening or desirable. 

Being different works for the same reason. It catches the attention of potential customers and forces them to pay attention. When they’re intrigued by what they see, they’re more likely to engage, creating the opportunity for you to form connections that will support your business’s growth and success. 

Grab Attention and Create Connection  

Being different matters for two main reasons. The first is because normal and mundane gets ignored. If you don’t grab people’s attention, they won’t listen to anything you have to say. Maybe you want to tell people how a high-quality mattress can deliver better sleep and change their lives. You want to talk about your sixty-two-year-old family-run business and why it should matter to shoppers. You want consumers to know about same-day delivery, financing options, and your friendly people. No one will listen to any of that unless you first grab their attention. And to do that, you have to be different. 

The second reason is because a unique brand deepens your connection to people and insulates your company from competition. Rick Anderson is the former President of Tempur-Pedic North America. In September of 2019, Anderson was a guest on our Dos Marcos mattress podcast and cited a staggering statistic: strip away all of its assets and the Tempur-Pedic brand is valued at $3.5 billion. That’s just the brand! 

Deciding to be different is the first step to building your brand. A strong brand creates a moat around your business. The store down the street can always beat you at something. They can peddle knockoff products. They can undercut your prices. But brands are nearly impossible to knock off. And when built properly, brands create trust. 

Choosing to Be Different  

Deciding to be different is a conscious choice. It’s about reimaging a path forward, making new choices, and putting new plans into place.

When making a new decision, you first need to become conscious of current choices. 

Right now you’re choosing your mindset. You’re selecting where to put your time. You’re choosing to do what used to work. You and your business are a result of your choices. There’s nobody else to blame. 

At this moment, you’ve chosen to operate your business the way it’s operating. You’ve chosen to live in your house. You’ve chosen to drive a certain vehicle. That car may not be your first choice, but you did choose it. You and only you are responsible for the decisions you make. 

Odds are, leading up to this point, nobody forced you to do anything. You need to accept responsibility for every single thing that’s happened thus far. And if something happened that was completely out of your control, forgive and move on. 

Before you can make meaningful change, you must come to grips with this fact. You get to decide. Once you decide, you must own your choice. 

Simply put, choosing to be different requires you to do things differently. 

Show Your Uniqueness   

Our brains are wired to ignore the expected. This applies to how we process our commutes and the ads we see on TV. If you’re going to get noticed in the current retail environment, you must wake people from their sleep-like state and grab their attention. Being different is how you do this. 

Once you decide to be different, take action to show how you’re unique. It’s possible you may receive criticism, but don’t let that stop you. Those who stand out earn reactions and feedback. Some will be negative, some positive. The worst outcome is getting no reaction at all. 

Most importantly, remain authentic in how you choose to be different. Authenticity is essential to building trust with your customers. When you decide to be different and do so in a way that’s authentic, you are building a brand that will set you apart and put you ahead of the competition. 


For more advice on building your business, you can find Come Back to Bed on Amazon.

Mark Kinsley is President and CEO of Englander, a top-15 US mattress company founded in 1894. Furniture Today called him one of its “20 People to Watch,” and Home Furnishings Business recognized him as one of its “Forty Under 40.” Mark Quinn is the Co-Founder of Spink & Co, Farm-Grown Beds, and the VP of Key Accounts and Marketing for Sherwood Bedding. He’s a top industry blogger at Q’s Views and holds pioneering patents in biometric sleep-space technology. Together, they co-host Dos Marcos,The Galaxy’s Greatest Mattress Podcast (dosmarcos.co), with more than 185 episodes and hundreds of thousands of listens. 

The Guide To Celebrating Your Accidental Career

Do you work in retail? Do you love what you do? How has this year affected how you define success? 

This week, we chatted with Ron Thurston author of Retail Pride: The Guide To Celebrating Your Accidental Career on what success looks like (especially in 2020) and the actions it takes to be successful in retail, regardless of the category. 

Success does not necessarily equal sales. Yes, selling product is necessary to keeping a business going, but as Thurston pointed out, “There’s no one resource, there’s no one platform that says, ‘if you do this, then you will be successful’.”  Success is a mixture of factors and just because your work doesn’t deliver a sale today doesn’t mean it was a meaningless exercise. 

Additionally, the impact you have on people goes further than you will ever know. In our conversation, Thurston mentioned fellowauthor Brett Russo who details her journey through IVF in her book, The Underwear In My Shoe. Russo writes an entire chapter on how, during her lowest days, she would go to into one of Thurston’s Intermix stores and try and on clothes because the salespeople always made her feel beautiful and empowered. 

How you treat people on normal of days leaves an impact far greater than the sale and you may never even know about it—until someone like Russo writes a book. Every interaction is an opportunity to create delight in someone’s life. 


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Where Is The Mattress Industry Heading

The following is adapted from Come Back to Bed.

For more advice on navigating the future of the retail industry, you can find Come Back to Bed on Amazon.

Even before COVID-19, few industries had been more disrupted than the mattress business. 

For decades, people shopping for a mattress visited a retail store. They’d test a few beds, pay for the mattress, strap that white rectangle to the top of their station wagon, and head home. 

The business model for mattresses stayed constant because beds are bulky and hard to move. Manufacturers would ship products to a retailer’s warehouse, and retailers would sell to consumers, who hauled the mattress home or had it delivered. There weren’t many ways to skip a step. 

But today, technology and the rise of ecommerce have changed the mattress industry for good. People no longer need to go to a physical store to purchase a mattress. And now, with the coronavirus pandemic further exacerbating these trends, we’re forced to wonder where the industry will go from here. How will traditional mattress retailers survive? 

The key to a path forward is to adapt. But before we can navigate the future, we need to understand how we got to the present state of the mattress industry.  

Tech Disrupts Mattress Industry 

In terms of industries e-commerce has massively disrupted, books and beds are both near the top of the list. 

Amazon began selling books online in 1995 and has since wiped out major brick-and-mortar retailers. Today, Amazon is the number one seller of books and roll-packed mattresses in the United States. 

While working at Leggett & Platt, the world’s largest manufacturer of mattress innersprings and bedding components, we often pondered this question: What component technology would disrupt springs? Few people thought innovations in mattress compression, packaging, and shipping would forever alter the coastline of mattress country. 

A company called BedInABox was an early pioneer in selling compressed mattresses online. Later, Tuft & Needle took the concept of shippable mattresses to a new level. Then came Casper, a money-raising, brand-building juggernaut that followed Tuft & Needle into the online mattress retail business. Casper raised millions of dollars from big-name investors like Leonardo DiCaprio, 50 Cent, and Ashton Kutcher. With all this attention, the brand generated $1.8 million in sales in its first two months. 

Online upstarts understood the shift to a consumer-centric world. Their founders felt the pain customers experienced when shopping for a mattress. By limiting selection and creating a convenient way to shop, they drew adoring fans to mattress websites that promised better sleep at a better price, shipped to your door. 

Soon after Tuft & Needle and Casper launched their perfect mattress business model, the floodgates for look-alikes and imitators burst. Brands like Nectar, Saatva, Leesa, and Purple entered the roll-pack mattress space. The list of newbies mushroomed from a dozen or so startups to more than 175 online brands in less than seven years. And all this awareness and advertising around mattresses came at the ideal time when people’s attitudes toward sleep were changing. 

Data Propels Shifts Around Sleep

We all know that sleep is important for our health. But not until fairly recently could we evaluate the effects of sleep in real time.

At 2:39 a.m. on Thursday, January 4, 2018, an earthquake struck near the historic Claremont Hotel in Berkeley, California. The 4.4 magnitude temblor shook the San Francisco Bay Area and jolted people awake. 

Developers working at Fitbit received a flood of data from people wearing fitness-tracking devices. When the earthquake rumbled through Berkeley, the number of people awake jumped from 8 percent to 52 percent.

Farther from the epicenter of the quake, data showed more people stayed asleep. 

Those following the sleep space saw something interesting unfold from this. For the first time ever, people had quantifiable data attached to sleep. That glimpse into the unknown may have sparked an interest in and desire for a better night’s rest. 

Today, the attitude toward sleep continues to shift. The public is beginning to learn that their sleep needs are biological. Professional sports teams have hired sleep coaches, and athletes are celebrating the performance benefits of sleep. We’re also exposed to more data about our sleep through smartphones and fitness trackers. 

The growing appreciation for sleep and the products that have an impact on it is good for the mattress industry—an amazing mattress that fits your body has incredible benefits. A more positive attitude, weight loss, better focus throughout the day, improved memory, better sex life, reduction in illness, and a more beautiful appearance are all by-products of a healthy sleep life. How many products in the world can deliver that same list of benefits?

Today’s Industry Leaders 

The landscape for digital disruptors has changed. Tuft & Needle merged with the world’s largest bedding manufacturer, Serta Simmons Bedding (SSB). Casper filed for an IPO and took its company public. Purple went public and has experienced success thanks to its great marketing and sleep tech, while Nectar is aggressively expanding into brick and mortar. 

The two brands that may be the best predictors of the future of the mattress industry are Sleep Number (formerly Select Comfort) and Tempur-Pedic. Sleep Number seems to have written a playbook for how direct-to-consumer brands may be built in the future. The adjustable air mattress company operates approximately six hundred stores and its annual sales surpass $1 billion. It also owns its manufacturing, distribution, and retail operation, and has led the way toward integrating biometric measurement technology into its products, a project we helped with in its early stages. This is a true D2C company that combines online and physical retail to create an end-to-end customer experience that outpaces the market. 

As for Tempur-Pedic, like Sleep Number, Tempur-Pedic started out by telling its story using long-form infomercial advertising. Tempur-Pedic’s message was incredibly convincing, and its customer base was happy with the product. This led to Tempur-Pedic becoming the “most recommended brand” in the mattress industry.

Adapting for the Future 

While direct-to-consumer brands disrupted the industry, my experience has shown me that the majority of people still want to try a mattress before buying. Today, several big brands continue to thrive, competition abounds, and a lack of credible review sites complicate the search process. 

For brick-and-mortar retailers looking for ways to stand out and attract store traffic, these business conditions might seem impossible to navigate. However, where challenges exist there is also opportunity. 

The key to surviving in the future is to adapt. We can’t remain nostalgic for how things used to be. Instead, it’s time to get creative and take action. Those who look at the current challenges as an opportunity will be the companies that come out on top as the future of the mattress industry continues to unfold. 

For more advice on navigating the future of the retail industry, you can find Come Back to Bed on Amazon.

Mark Kinsley is President and CEO of Englander, a top-15 US mattress company founded in 1894. Furniture Today called him one of its “20 People to Watch,” and Home Furnishings Business recognized him as one of its “Forty Under 40.” Mark Quinn is the Co-Founder of Spink & Co, Farm-Grown Beds, and the VP of Key Accounts and Marketing for Sherwood Bedding. He’s a top industry blogger at Q’s Views and holds pioneering patents in biometric sleep-space technology. Together, they co-host Dos Marcos,The Galaxy’s Greatest Mattress Podcast (dosmarcos.co), with more than 185 episodes and hundreds of thousands of listens.

Airbnb’s $100 BIllion IPO and the Value of Personal Connection

It’s been a week since our book debuted and became an Amazon Bestseller. You can check it out here, “Come Back to Bed: Attract More Foot Traffic And Make People Fall In Love With Your Store.”It got us to thinking—what ideas out there are ripe for the taking? 

In this episode we discussed how Airbnb took a simple concept (open your home to a stranger) and turned it into a multi-billion dollar business. 

Airbnb most likely looks nothing like what the founders envisioned, but they saw a need and filled it and filled it in the most personal way possible. 

Think about it: what is more personal than inviting someone into the sanctity of your home? It’s a personal approach that’s worked and made Airbnb more valuable than Hilton, Marriott and Intercontinental combined. So what can we learn? 

As we have connected with people since the book’s debut, we’ve found that the ideas inside are serving people beyond the mattress and furniture industry and this connection is music to our ears. We certainly don’t pretend to be experts in the restaurant business, clothing, florist or fitness space, but the ideas generated by people in our industry transcend our category. When you boil it all down, we’re all people working to serve other people. Whether it’s to meet the need of a service or product, our overarching goal is to make a personal connection that keeps the customer, client or member coming back again and again. We can drive foot traffic all day, but meeting needs in a personal way is what will turn a shopper into a purchaser and a purchaser into a champion of your business. 


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ANNOUNCING THE DOS MARCOS BOOK NAME

Mark Quinn said it best, “We don’t want retailers to survive. We want them to thrive.”  In this week’s episode, we reveal the name of our new book, 

“Come Back to Bed: Attract More Foot Traffic And Make People Fall In Love With Your Store. “

As your Sleep Industry Guides, Dos Marcos has traveled the mattress universe looking for tried-and-true foot traffic drivers. Over the years we’ve gathered dozens of ideas that have been implemented by real retailers. But the book is more than a list of ways to attract foot traffic; Dos Marcos will show you how to build a brand people love, connect with people in a meaningful way, and truly differentiate your business from the competition. 

Here’s a taste of what’s inside the book, a snippet from Chapter 3 that touches on why mattress and furniture stores have to change and adapt to be here tomorrow. 

“We live in an attention economy. If you capture people’s attention, you can get paid. Fail to make people look and listen and business will suffer. Offer the same products sold at a dirty window store down the road and you’ll be commoditized. Avoid building value in your products and no one will care what you’re selling. Promote only price and item and someone will beat your price.”

You need to differentiate….

{…}To generate foot traffic and sales you have to give people a compelling reason to put on pants and stop shopping at Amazon.com.

You have to decide to do it differently.

{…}A shift takes place when you decide to do it differently. Suddenly you go from playing basketball against giants to running sprints against sloths. No one can keep up. They don’t understand what you’re doing or why you’re doing it. They scoff and criticize. They sneer and talk trash. And then one day you’ll see those trash talkers trying to play your game. At first you’ll be upset. Don’t worry. It won’t take long before your competitor realizes they’re the sloth and you’re the track star. If someone else plays your game, you’ll be better at it. A key piece of your game will be dedicated to something fun, meaningful, and magical—connecting with people. That’s where we’re heading next.”

We describe in detail over 70 tested methods for driving foot traffic. We incorporate the wisdom of heavy hitters in the industry such as Jim “Mattress Mack” McInvgale, Harry Roberts, Steve Rusing and many more. We lament over some of our own personal failures, and we did all this so that you could walk away with a one-stop-shop book designed to take your business from ordinary to extraordinary.


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