How to Build an Effective Digital Messaging Strategy

By Jim Augustus Armstrong

Part 1 of my three-column series on digital marketing discussed online visibility and that, by itself, it’s not an advantage because almost all businesses are visible online. In order to dominate the flooring industry, retailers must either outspend their competition (to be more visible) or use a more strategic approach. This column addresses the latter.

Strategic Messaging
You can push your message out through multiple digital channels quickly and easily, but the vast majority of messages say the same thing: business name, list of products (sometimes with teaser prices) and contact information. This does not differentiate your business, nor does it answer the unspoken question on every prospect’s mind: Why should I choose you instead of your competitor?

Let’s explore strategic messaging you can employ in whichever digital platform(s) you’re using to deliver your message.

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 deeply wired in the human psyche.

Your business name, product list and contact information don’t allay your prospects’ fears or bring them pleasure.

So, why would you make them the most prominent feature in your ad or on your homepage?

Here are three examples of fears your prospects may have and how to use your messaging to allay them.

Fear: 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.

Fear: 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.

Fear: 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 fits your style and budget.

Your prospects only care about benefits. Let’s explore strategic messaging that promises benefits (pleasure) to them.

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

Poor to mediocre customer service is the norm in 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, relaxing experience. For instance:

  • We make finding the perfect floors fun and stress-free for busy parents. We have a children’s play area with books, toys and video games to keep kids entertained while you explore.
  • Come and enjoy a glass of wine while one of our expert designers helps you find your perfect floors.
  • Our installers are on time, trained, courteous and professional.
  • Your calls will be returned within one hour, guaranteed.

These messaging strategies can be turned into compelling headlines and body copy for your website, ads, videos, social media posts, e-mails and so on. Not only does this type of messaging overcome fear and promise pleasure, but it creates differentiation because very few floor dealers are employing these strategies.

Jim Augustus Armstrong is founder and president of, 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. To obtain a free copy of Jim’s groundbreaking flooring industry report, Stop Leaving Millions on The Table, visit Jim can be reached at 530-790-6720 or [email protected].

You Might Also Like