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!
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!