Writing an inviting headline attracts interest and sets expectations for what’s to come. I recently listened to
a
training podcast about headlines, which advised that the most effective of these make a specific promise, are
easy to
understand, lead to a reaction, are not too clever and capture the spirit of a story.
A great headline is similar to a compelling brand promise or a furniture store RSA’s greeting. Each must set in
motion a
desire to engage further.
Headlines and brand experiences must live up to the promises they make. An initial curiosity does little good if
the
time they spend seems like a recap of what they already know.
Likewise, for a shopper who visits a retailer that “talks the talk” but ultimately disappoints.
The best-of-the-best create synergies between their promises and the ways they deliver on them.
A martial arts teacher once suggested that a secret to not being pushed over by an overwhelming force is to have
a
stronger idea than the other guys. The three retailers profiled in this issue of Furniture World—Mathis Home,
Furniture
Mall and Broad River Retail—have that strong idea mindset. They carefully align their brands’ core principles
with their
values and business practices. For each of these retailers, its headline isn’t just a tagline; it’s a lived
experience
for customers and employees. An exemplar is Broad River Retail, where Tim Clouse, SVP of operations, is on a
mission to
improve operations in ways that align with BRR’s stated purpose: to furnish life’s best memories, for customers
and his
“Memory Makers.” For Jeff and Jamie Winter at Furniture Mall, every decision reflects their strong idea that
success
flows from focusing on ‘happy family, happy guests, happy business' in that order. Finally, Mathis’ Marketplace
initiative is an extension of a brand promise to carry the biggest, widest selections, many options and best
brands.
You may have noticed that the headline on this issue's front cover promises “50 Ways to Succeed at Retail.”
Admittedly,
I still have much to learn about writing the perfect headline. Still, I'm confident you will find that the ideas
presented by retailers, Furniture World's editors and contributors will help you find retail success in this
uncertain
year.
Wishing you good retailing in 2025!
Russell Bienenstock
Editorial Director/CEO
russ@furninfo.com