What 99.9% Of Small Business Owners Have Been Doing That Does NOT Work.
Really, when you look at advertising of small businesses, including most of the other carpet cleaners, restorers, air duct cleaners, etc. in your area, you’ll find most people are all doing the same thing. It was what I had been doing, and I’ll bet it’s what you’ve been doing to advertise your business.
Most people put out “professional looking” advertisements, mailer coupons, flyers, websites, business cards, postcards, and yellow page ads that all follow a similar formula. This “formula” is generally what I call “name, rank and serial number” advertising, or “image advertising.”
“Image based” ads generally have a nice picture or two. These ads showcase your company name and logo and usually give some bullet points, or features, about your company. These “features” include a list of services offered and statements like “Satisfaction Guaranteed” or “We’ve Been In Business For 15 Years”. Next, image ads usually have your phone number in big bold print. Maybe there is a coupon on there for a discount or a blurb advertising a low-price offer. “Image based” ads are usually have plenty of “white space” in the ad. Sound familiar?
Check out this ad, it’s typical “image advertising”, the kind of advertising 99.9% of businesses do that DOES NOT get good results:
Now you can see what I mean when I say “name, rank, and serial number” image-based advertising. That’s how I advertised my business, when I was going broke. You see, I was simply following the same “formula” all the other small businesses in my area followed. The “formula” of image advertising, and my ads did squat to make me any real money.
In fact, I remember dropping around $700 on a coupon-type mailer and getting 3 phone calls and 1 job for about $80.00. And you know what the so-called “ad experts” at the coupon company told me? “Oh, you need to ‘get your name out there.’ It takes about five to six times before people start recognizing your ad. You just need to build name-recognition.”
Okay, so the ad people wanted me to invest $3,500 of my advertising dollars, on the theory that “Mrs. Jones” would see my ad for the 5th time and suddenly say “Oh I should call him now I’ve seen this ad 5 times.”
It simply doesn’t work like that in the real world. It works out nicely for the people selling those ads, but not so good for you and I. That is way too much money to invest on the chance you’ll get a measly job or two.
And I didn’t have deep enough pockets to “get my name out there.” Do you?
“Image based” advertising, branding and building “name recognition” is for giant companies with huge advertising budgets like McDonalds, Coke and Chevy. Those companies have spent BILLIONS on ad campaigns to make themselves household names. But what about us “little guys”?
You and I both know from experience that this type of “image based” selling of our carpet cleaning services simply does NOT work.
Do You Know What The Definition Of Insanity Is?
It’s doing the same thing over and over and expecting different results.
And when it came to advertising my carpet cleaning business, it was when I stopped doing what everyone else was doing that I finally made money. Lots of money.
So, the first step toward success is to stop wasting money on advertising that clearly does not work. Instead, funnel your efforts into the real secret behind making a lot of money in the carpet cleaning business.
Get ready. Next article I will post a little gem you need to grasp on your way to uber success…