Module 2: Brand Advantage
Welcome to Retail Success Training: Thank you for joining the program. Let's grow together!
BRAND ADVANTAGE
I have put together some information that will explain the difference between American Paint Company products, and other chalk paint brands.
We call this the 'Brand Advantage', and it's a great way to incorporate this information into your workshops so that your customers understand the difference between APC paints and other brands on the market.
Typically, we get two types of questions about our paint.
1. What's the difference between American Paint Company and other chalk paint brands?
2. What's the difference between chalk based paint, and traditional paint that you'd find at the hardware store? To answer this question, you might want to check out this post here that talks about the differences between American Paint Company and traditional paint.
But for this Module, I'll focus on answering question #1..."What's the difference between American Paint Company products and other chalk paint?"
The biggest difference is that American Paint Company products are Eco-Friendly and 100% All-Natural.
I have had so many customers and retailers that used to use other brands of chalk paint who have switched to American Paint Company products because they preferred using an All-Natural Clay based paint.
Here's what they've told me:
- American Paint Company paints have no smell or odor whereas other brands of paint has the paint fume smell. (which isn't friendly or safe when using inside.)
- Other waxes, such as the Annie Sloan wax, is petroleum based, has dangerous warning labels on the can and stinks horribly. Whereas APC's Vintage Antiquing Wax is famously known in the industry for being eco-friendly and safe to use.
- American Paint Company's Clay Based paint is thicker which results in better coverage and it's easier to 'distress' and get the antique finish.
- Most other brands are a 'Latex / Acrylic' based paint which makes it difficult to 'distress', it takes longer to dry, and when it does it chips and peals unlike the clay based paint. Also many people are allergic to acrylic based paint.
If you google 'Chalk Paint Recipes' you'll discover this is now a common recipe to take a traditional 5 gallon bucket of latex/acrylic based paint (similar to what you can find from the Home Depot) and ADD 'Plaster of Paris' which is a chalk powder additive, to make 'chalk paint'. That's why there are so many 'new' chalk paint companies out there. Everyone is making the recipe, putting the paint in a mason jar and slapping their label on the side.
The problem with this is that there are still a lot of toxic chemicals in the paint, it's difficult to distress, and you are paying $30+ for a quart of paint, when you could buy it much much cheaper in a 5 gallon bucket from Home Depot.
American Paint Company is a 'Clay/Chalk/Mineral' based paint which sets us apart from so many of the other competing brands including Annie Sloan.
American Paint Company has 3 main ingredients:
1. Clay - Our premium clay comes from Germany and makes up a big portion of the paint base. It is completely all natural and replaces the need for a latex/acrylic paint base.
2. Chalk - this is the chalk powder and overall is a small amount that is added into the paint base.
3. Minerals - this is the color/tint of the paint. It is completely natural and comes from Finland. This ingredient is obviously important, but only makes up a very small percentage of the quart of paint.
Obviously, you don't have to share ALL of this information with your customers - but I wan't to provide you with as much information as possible so you can see the differences.
When explaining the difference to customers, I usually use a couple of the following simple explanations:
- Yes American Paint Company is also a furniture / chalk based paint like Annie Sloan...
- Except, American Paint Company is an 'All Natural' version of Annie Sloan paints, which makes it more enjoyable to paint and safe to use indoors.
- We use an all natural 'mineral' from Finland to create our paint colors, instead of using a chemical tint like most other brands.
- Our 'Key Ingredient' is 'Clay' which our customers love because it's thick and covers nicely, it's much easier to distress and 'antique' your furniture, and it dries really quickly.
MORE TRAINING MODULES
Click on one of the links below to go directly to the training module.
MODULE 1
RETAIL SUCCESS TRAINING Get started here with New Retailer Resources, latest news & updates.
MODULE 2
BRAND ADVANTAGE Learn the difference between APC's Clay Paint and other chalk based paint brands.
MODULE 3
THE WORKSHOP FUNNEL Learn the proven workshop formula for boosting your sales and cash flow.
MODULE 4
PRODUCT TRAINING Get started playing with the APC's All-Natural Paints, Sealers and Finishes.
MODULE 5
SALES CONVERSATION Discover the best way to start a conversation with your customers and get the sale.
MODULE 6
FACEBOOK MARKETING Learn how to target your customers and fill your store with customers.
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