How To Create “Bankable Results” Through Education Based Marketing

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:

carpet_cleaner_image_ad

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…

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Comments (0) Feb 18 2016

The Real Reason People Buy From You

I’m going to guess that there are dozens of professional carpet cleaners in your area…so what is it that makes a prospect choose you?

To tell you the truth, if you’re not strategically marketing your business, chances are you’re getting randomly chosen through online searches. Of course, some of your prospects probably hear about you from word of mouth, or maybe your van was in the right place at the right time…

But is that really how you want to build your business? Do you just want to leave it all up to luck and chance? Or would your prefer to keep getting random calls and add a winning strategy? Wouldn’t you love a system of strategies that guarantee a steady flow of high paying customers, no matter what time of year it is?

I will tell you one thing, the most successful professional cleaners and restorers don’t just sit around waiting for their phone to ring…no, they have a plan and they have strategy. But most importantly, they know how to craft ads and marketing campaigns that get response.

“But I’ve tried running ads they are a waste of money…”

We’ve heard that one a lot over the past 21 years. I have even experienced it in the past, before I knew how to market my business. And yes, ads can be a total waste of time and money IF you don’t know what you’re doing. To get a person to buy from YOU, over those dozens of other cleaners in your town, takes two things engagement and education.

If you can put those two factors into your marketing plans you will find you are winning because you have control over your schedule and your income.

How is this done?

For starters each ad you create needs to follow this formula:

  • Attention Getting Headline
  • Compelling (Interesting Copy)
  • Build Value by explaining why you are different
  • Make A Clear, Irresistible Offer
  • Have A Call To Action
  • Expiration Date/Sense of Urgency
  • Testimonials
  • Money-Back Guarantee
  • Your Contact Information

Apply these factors to all your advertising, in that order, and you’ll see your ad response jump and your business can be transformed.

Build value, educate, and engage your audience and you will find that not only are you busier, but you can charge higher prices. This is because the price you get is always based on perceived value of what your customer is paying for, nothing else.

And education based marketing gives you the power to build extreme value in the eyes of your clients and prospects while at the same time engaging them in a relationship with your company through compelling words.

And with social media it’s easier than ever to really engage with your clients and grow a loyal following.

Follow these simple tips and you’ll find people are choosing YOU because you educated and engaged with them on a level that your competition doesn’t!

For more information, and to go deeper on how to get people to choose your company, over your competition, check out this free video series:

www.richcleaner.com (click “access free videos” at the top of the page)

Here’s to your success,

Joel Cohen
Piranha Marketing, Inc.

P.S. In the free video series on marketing I explain how to create a plan for your business that will keep you as busy as you want PLUS charge higher prices…be sure to check it out!

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Comments (0) Aug 06 2015

Get THIS Strategy For Optimum Engagement, Growth, and Profits!

Marketing is changing.  With technology it changes at a rate that is almost hard to keep up with.  But do you know what never changes?

Basic human nature.

And basic human nature dictates, that people will do long term business and pay for a higher quality of service or product based on the trust and relationship that they have with you.

Don’t you want that?  To be a “relationship marketer” vs. a “transaction marketer?  Someone who hangs onto their clients.  Someone with a reputation for taking care of their clients and delivering a great quality service.

And when you create a business based on relationships you will engage with a higher quality or client and get more repeat and referral business.

Now, one of the easiest ways to engage with prospects and build their trust in you is a marketing concept that is not new to marketers.  In fact, one of the Godfathers of Direct Response Marketing, David Ogilvy, was teaching the concept 50+ years ago.

Basically the strategy is to give away a ton of value for free to your target prospects.  This in turn gains their trust, and engages them with you, so you can begin to create a long-term business relationship with them.

Joe Polish created the easiest way to do this for professional cleaners with his  “Free Room Strategy”, a strategy that he started with in 1992, but that is still working just as well today as it did 20+ years ago.

Why does this strategy work so well?  What makes it timeless in a digital world of ever-changing marketing?

Because it’s giving away a “sample” of your very best…for free.  And as I stated in the beginning, basic human nature never changes.  When you give away a free sample, you build trust and engage with your clients and prospects in a way that no other media can come close to beating.

The reason the free room of cleaning has been so successful for cleaners all over the world for so many years is by giving away something of value for free, you attract more clients and prospects to your business.  You educate people and create relationships.  You provide value and service, all before they even have to risk one of their dollars on you.  That in turn, gains the trust of your prospect.  As a result?  A good majority will realize what you have to offer is pretty, darn good and they become a client.

It’s a simple, tested, proven and timeless strategy.

So are you doing it?

It really is one of THE most valuable tools in your marketing “tool belt” when it comes to the Before Unit of your business.

And if you are using the “Free Room” Strategy correctly, it is the most targeted, easy, ethical, cost effective and profitable way to build your clientele.

What more can you ask for in a marketing strategy?

When people question the effectiveness of the Free Room, it’s only because they either haven’t tried it, or they haven’t done it correctly.

Thousands of professional cleaners around the world are using the Free Room Strategy today and having massive success with it.  Many of my members say it’s the foundation of what they build their front-end sales on.

Here is a run-down of how to successfully use the Free Room strategy in your business today.

#1)  The Right Target. Don’t deliver this offer to a group of homes or apartments that are not your ideal client.  Hand-pick specific neighborhoods/areas where you know the your ideal clients reside.  For a carpet cleaning business this is usually an area that contains lots of homeowners that will be happy to invest in the quality and service you provide.  (Hopefully you are providing “Five Star” service, so take your offer to people who want to pay for five star service.)

#2)  The Right Message.  Use one of the Rich Cleaner System’s proven, timeless Free Room letters.  Or use another tested version that many successful members have happily shared through the Rich Cleaner System which can be found in the online portal for Elite Cleaners (members only.)  If you aren’t a member, adhere closely to the principals of Direct Response Marketing.

#3)  The Right Time.  If you deliver this letter during a holiday week, when there is a national event (like Super bowl) or a massive storm hitting the area, you just aren’t going to get a great response.  It’s not rocket science, a lot of it is just common sense.  Timing can also be about getting this offer to someone right before they buy/sell a house (via your relationship with realtors), when they buy new furniture (relationships with high-end furniture stores) when someone is going to have a baby, (relationships with OBGYN’s). You see where I’m going with this?

See how it comes down to this simple formula? Right Market + Right message+ Right Time = Marketing Success

Of course, a huge part of the success of this offer depends on what you are delivering.  Are you a quality cleaner that does an awesome job?  Do you  guarantee your work and offer tremendous value for your clients?  Also, part of the success of this strategy is offering the Free Carpet Audit™ which creates tremendous value, builds relationships and asks for a sale, in a very cool, no pressure way of course.  After all, people love to be sold, they just hate to be pressured.

One more thing to remember when using this offer, you’re providing a valuable free service, and you’re in control of the offer, not your clients.  So, you control your schedule and the amount of free stuff you give away, that way you can give away big value and grow your business while still keeping your days profitable.  (i.e. you might need to limit yourself to 3 Free Rooms per week, depending on how busy you are.)

The opportunities for leveraging this concept of giving away massive value for free in your business are endless.   I really hope you are taking advantage of the strategy for offering a Free Room of Cleaning and focusing on relationship marketing while you grow an E.L.F. business!

I’m going to leave you with a quote from advertising great and master copywriter David Ogilvy who summed it up best when he said…

“What really decides consumers to buy or not to buy is the content of it’s advertising, not it’s form.” – David Ogilvy, www.brainyquote.com

I wish you the best!

Joel Cohen

Piranha Marketing, Inc.

P.S.  Listen to this Rich Cleaner podcast with special guests who’s Carpet Cleaning business is at $1 million per year (WITHOUT restoration), Len Hume and Annette Marchionda at www.RichCleaner.com/19 and discover all the secrets to using this Free Room Strategy.  You’ll see how you can use this exact strategy to see exponential growth in your business right now!

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Comments (0) Jun 17 2015