How the Power of Focus Grows Your Income and Your Business

magnifying_glassWhat happens when you use a magnifying glass to focus a beam of sunlight?  You can light something on fire! That’s the power of focusing energy…but what happens when you focus your thoughts?

Many successful professional cleaners have found that the key to their success started when they learned how to focus on the right things. Now think about this, if you focus your thoughts, ideas, and skills in the right direction, you can really take your business to new heights…you’ll be unstoppable, you’ll be on fire.

Let’s discuss a few ways you can really train your brain to focus on the right things to reach your business goals.

Step #1: Reign In Your Thoughts

As a business owners and entrepreneur you more than likely have a lot of thoughts and ideas that bang around in your head throughout the day. Some of these thoughts are productive and some of them might not be.

The first step toward gaining focus is to harness your thoughts. Flush out the thoughts that will really help you to focus and reach your goals and use those ideas to propel you towards success.

A good way to do this is to take just a few minutes a day to focus some of your thoughts and get them on paper. Even if you take just 10 minutes every morning, or block off a nice solid 50 minutes once per week to do this, you will find it is well worth the effort.

When you do this be sure to block out any distractions. Turn off the phone. Close the door. Give yourself the perfect environment for focusing and sorting through your thoughts.

It’s so important to buy out the time to focus and sift through your thoughts, especially today since you are constantly hammered with information overload. Take the time to dial it down and separate yourself from all the noise, just grab a pen and get those thoughts out of your head and onto some paper. That’s when you will start to see more clearly where your real focus needs to be.


#2: Don’t Try to Re-Invent The Wheel

Focusing your thoughts is the first step toward reaching your business and financial goals, but focusing on a plan of action is critical, otherwise you just have a bunch of thoughts on paper going nowhere.

And, don’t worry about re-inventing the wheel here. You can simply do what is already proven to work for thousands of other cleaners like you.

For example, if you have decided to focus your thoughts and efforts on creating an elevated level of service so you can charge higher prices, then your focused actions need to facilitate this. This can include adding additional perks and steps to what you offer. This also involves pre-educating your prospects so they know you offer a higher level of service, so they know when they call in not to simply ask about price, and so they feel like you are worth more than a cheap, on the go cleaning.

Or, if you decided you want to focus on growing your front-end business by targeting specific high-end neighborhoods in your area. Then you need a plan of action to execute this so you get great results in a cost effective way

Or, you want your focus to be on boosting your repeat and referral business then you need a plan to effectively reach your existing clients and create a rock solid bond with them, create more value for them and to rapidly grow your referral business.

Or, if you want to focus on reactivating clients who haven’t used you in a while then you need a plan that gets those clients to want to reuse you again.

And, the real beauty is that you can focus on all of the above and you don’t have to re-invent a whole marketing plan to do this.

That’s because a proven, simple and easy to use plan of action already exists that fits the bill on all of the above, and if you got your hands on some of these system and then simply shifted your focus to the next step you could find your business exploding over the next few months.


#3: Focus On Implementing What Works

Focusing on implementation is vital to your success, otherwise 6, even 12 months will go by and will you really be in any different place financially? No. But you can change that. You can decide that 6 or 12 months from now your business will be booming.

Because if you aim to really focus on implementing proven systems into your business this year on a consistent basis you could change everything.

There are many ways to serve up successful marketing strategies in your market place, both online and offline. By making execution and delivery of proven systems your main focus, you will be focusing on real success.

Don’t let your ideas overwhelm you…keep it simple…choose what you want to focus on and follow through. To quote Wayne Gretzky, “You miss 100% of the shots you don’t take.”

So focus…and take that shot.



Joel Cohen
Piranha Marketing, Inc.


PS. FOCUS on the right way to get more clients by watching the webinar that Joe Polish and I put together:
“How Carpet Cleaners Get Tons of New High-End Customers Using E.D.D.M…











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Comments (0) May 29 2014

4 Keys To Unlocking Profits With Your Marketing

KEYS_SUCCESSThere are literally thousands of ideas out there on how to market your business but how many of those ideas are any good?

If you’re like most entrepreneurs you probably have discovered what DOESN’T work before you figured out what does work.  And we all know it’s finding what WORKS that is your key to success.

The results that Piranha Marketing has gotten for people over the past 20+ years has proven that there are at least 4 Keys To Marketing Success:

  1. Value Creation
  2. Engagement
  3. Education
  4. Duplication


 #1. Value Creation:

When you are creating and putting value out into the world through excellent, ethical practices and high quality service, you will find that selling your services is much, much easier.

Being a creator of value (instead of only advertising “Low Price”) will set you apart from your competitors in a way that allows you to rise to the top in your market. When you focus on value creation you will be perceived as a high quality business that really cares about the people it serves, as a result you will attract a higher end consumer, be able to charge a higher price for your services, your repeat business will flourish, and your referrals will grow.

WRONG WAY: “We clean carpet.  Only $____.00 per room”

RIGHT WAY:  “Your carpet will be cleaned with the most thorough process you’ve ever seen, it will dry quickly, and stay clean longer – or you don’t pay!  We’ll come to your home and closely inspect your carpeting and so you can get the perfect prescription for it to last the longest…and look the best.”


#2: Engagement.

There are really two kinds of businesses, relationship based and transaction based. In the today’s economic climate, if you really want to succeed and have any kind of longevity, you must be a relationship based marketer.

And this means so much more than keeping up with Facebook and Instagram.  Although those are part of a well rounded marketing plan, true relationship marketing and engagement means you care about your client after the sale is made. Having stellar follow up, above average customer service, and lots of engagement both online and offline will help your business to grow exponentially.


 #3. Education.

Now all of this value creation and engagement needs to be communicated to your prospects, both existing and potential.

When your marketing educates your clients and prospects regarding the value you are creating for them, that’s when your audience shifts away from looking for the lowest price, and that’s when you can transform your business. And this education is best achieved through the most effective way of marketing, direct response, otherwise known as education based marketing.

Piranha’s Free EDDM (Every Door Direct Mail) example postcard is a great way to get started!


 #4: Duplication.

Once you have proven direct response strategies in place, then it’s time to duplicate your efforts. When you implement duplication then you can create streams of income from multiple advertising sources. Direct response marketing expert, Dean Jackson, once likened the process of duplication to having little “oil wells” working automatically in the background of your business.  Each one brings in a flow of income, some are gushers and some only produce a little, but they all contribute to your overall success.  The key is that they do the work for you and the combined efforts of these “oil wells” are responsible for the steady growth of a company.

See how EDDM can be one of your “Oil wells” in your marketing strategies


So if you concentrate on value creation…through your high quality, ethical business…engagement…by connecting with your clients both online and offline through relationship marketing…education by reaching your prospects and your clients through direct response methodologies…and then duplication by implementing proven marketing strategies that do the work for you, then you have set up a business with 4 proven keys for unlocking a high profit business that is respected and has longevity.




Joel Cohen
Piranha Marketing, Inc

Get more clients by watching the webinar that Joe Polish and I put together:
“How Carpet Cleaners Get Tons of New High-End Customers Using E.D.D.M…








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Comments (0) May 21 2014

The Real Reason People Don’t Buy From You….

Have you ever put together a really great ad? …An ad you thought was gonna kill it, only to have it fall flat, even FAIL miserably?

If you are familiar with direct response marketing, then you might already have an idea of why some of your past ads were failures. If you aren’t familiar with direct response marketing (DRM) yet, then getting familiar with DRM is your first step toward boosting your response and getting the RIGHT type of clients from your advertising. But, once in a great while, even a direct response ad can hit a wall. So then what?

That’s When A Lot Of Cleaners Wonder…

“What Happened? Why Aren’t People Buying From Me?”

There can be a number of reasons why people don’t respond, even to an effective ad, and some of these reasons are so basic that they don’t jump right out at you.

Your Timing

The lack of response could be something as simple as the weather, or some other issue with timing. For example, a campaign that goes out in the middle of a blizzard or hits your clients the week before a big holiday isn’t likely to get a huge response.

In fact, an ad that lands in front of your prospect on say a Monday, when people are busy getting their week in order, may have a different response than a message they receive on a Tuesday, when they are less busy. Or an ad received on a Friday, when most people are geared up to play, could have a different response than an ad received on Wednesday or Thursday. (But take heart, a good direct response ad can still pull in results weeks or even months after someone receives it.)

Your Market

Or sometimes it’s just simply your audience. The late Gary Halbert used to say, “If you want a better response, get a different list.”

When you put out your direct response ads, really examine “How is my message to market match?’” Maybe you are delivering a mailer to an area that gets overrun with ads. That’s when it’s vital to be sure your piece doesn’t look like every other ad. Or, maybe the prospects in the area you are targeting just wouldn’t be drawn to your high-end service.  KNOW your target areas and prospecst so this doesn’t happen.

Your Message

Examine your advertising and ask yourself if it’s truly a direct response style ad, or is it an attempt at direct response.

Time and again I’ve seen people try to marry some direct response principals with…well, I’m not quite sure what…and they end up with a bit of a “hot mess” on the page. Yet, because the person included a headline or a guarantee they think it’s a “direct response ad” when it’s actually not. So either use one of our proven ads, or access a proven ad that works with EDDM. Or, if you must write your own ad, check it against this list:

  • Attention Getting Headline
  • Compelling (Interesting Copy)
  • Clear, Irresistible Offer
  • Call To Action
  • Expiration Date/Sense of Urgency
  • Testimonials
  • Money-Back Guarantee
  • Your Contact Information

A few more tips for success:

Use fonts that are easy to read. (Like this one.) Don’t use cursive. DON’T SPELL IN ALL CAPS, because that is not only difficult to read, but looks like you are “shouting” in print. Use colors that are easy on the eyes. (i.e. Don’t use light colors on dark back grounds unless you don’t want your ad read.) And keep things in a nice, easy to read font size and format. Remember to use sub-headlines for the “skimmers” out there. Use appropriate, relevant pictures. And finally, make sure you really have a compelling offer.

So as you can see, there are many reasons why a person may or may not be buying from you, but if you have the right timing + the right market + the right message= a successful ad campaign with response from the best kind of prospects.

Whether you find your answers through me or not, you should never have to throw your arms up in the air feeling helpless about how to get your advertising to work. You are not in this alone, and you have the power to control your business and have a steady stream of high paying clients from your marketing campaigns.


Joel Cohen
Piranha Marketing, Inc.

P.S. – Always include a “P.S.” in your ads…it’s been proven to get the highest readership.

P.P.S – And if you want a good example of a well-performing direct response ad be sure to check the webinar that Joe Polish and I do: How Carpet Cleaners Get Tons of New High-End Customers Using E.D.D.M...(EVERY DOOR DIRECT MAIL)




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Comments (0) May 14 2014