Joe Polish & Lisa Wagner’s Rich Cleaner Blog ::

Here are 6 quick tips to transform your van into a great marketing device.

First, watch this short video:

Now, here are some examples of van signage that generate sales:

The difference between a one dollar bill and a hundred dollar bill is the message on the paper. It is the same with all advertising pieces. Any piece from business cards to the side of your van has the potential to be something that generates no sales or tons of sales — it all depends on the message. Every carpet cleaner/restorer has a van, but very few people view them as anything more than a gas guzzler to get you from point A to point B. Rarely do cleaners/restorers drive around hoping to make a sale off the side of their van. Hope does not make sales. Good marketing makes sales. Here are six tips to turn your van into a powerful selling tool for your company.

1. Free recorded message

The three most powerful words in advertising are “free recorded message.” Having a message that shares valuable information with consumers attracts those who are interested in what you have to offer, and gives them a way to learn more without fear of being pressured by a live salesperson. It also lends credibility because when something is recorded and put out in the public, people will trust the message more. Set up an educational free recorded message, and advertise this on your van: Consumer Awareness 24-Hour Free Recorded Message XXX-XXX-XXXX.

(BTW: if you want to listen to the “Joe Polish” 8 minute pre-recorded consumer awareness message for carpet cleaning you can call 888.236.4027. If you like that message, and you want an easy to use, $40/mo. free recorded message system, with Joe’s message preloaded, check out www.telecentersignup.com/richcleaner created just for readers of the Rich Cleaner Blog.)

2. Secondary way to respond

Promoting your cleaning company website on your van, and sharing what they can learn from your site, is also another way to leverage your vehicle as a selling tool. Your website is your full-color brochure, so driving prospects to the site to learn more about the value you have to offer gives you the opportunity to make a sale. Using testimonials on the site to show social proof on how great your company is and sharing expertise through tips and other information will robotically create a selling process to convert interested prospects into ready-to-buy customers. Use your van to get them to your website.

3. A big, bold guarantee

Competence in business starts with guaranteeing your work, so if you cannot give a guarantee then you shouldn’t be in business. Guarantees remove the fear of people working with you, and they can greatly boost your sales conversion rates, so be sure to put your bold guarantee on your van. Maybe it’s your unconditional “100% Money-Back Guarantee” — that if they are not thrilled with your work they not only get their money back, but you’ll make a donation to their favorite charity. You may have one or two people take advantage of your guarantee to get something for free, but the number of jobs you’ll get from a bold guarantee will dwarf the few bad eggs.

4. A compelling offer

Use a compelling offer on your van that speaks to the benefits of what you provide and remove the risk of them choosing you. Think about what your prospects really want and why, and then craft an offer that speaks to that want and makes it easy for them to say “yes.” For more information on how to craft a compelling offer and a powerful headline for your Cleaning or Restoration business check out the Rich Cleaner System – Marketing for Cleaners and Restorers.

(If you’re NOT in the cleaning industry, but you’re looking for marketing help for you business from Joe Polish, Joe’s Nightingale-Conant Piranha Marketing course is what you need.)

5. Use social proof

If you apply for Ethical Services Providership, you can use social proof on your van by promoting that you are a Proud and Trusted Member of Ethical Services.

On your Ethical Services Provider Listing, your Clients can rate their experience with you provide testimonial that are published to your listing.

You can say you are the best in town, but other people’s words will always be a thousand times more persuasive in convincing others to do business with you.

6. A Brochure/Business Card Holder

Another great way to leverage the side of your van is to go to your local office supply store and get a clear brochure holder and magnet it on the side of your van. You may also want to use a florescent sticker that says “Take One” on the brochure holder to draw attention to it. Inside the brochure holder, offer a “Free Room of Carpet Cleaning.” You can also use education based marketing, consumer awareness information, package pricing and offer other free information on your services in those brochure.

As you can see from the video above, if your van is parked in a high-end commercial or residential neighborhood leverage that positioning with the right information on your van. Make it sell for you.

P.S. To get a free copy of Joe Polish’s Insider’s Guide to Getting Into High-End Homes, sign up for Joe Polish’s Underground Videos VIP Notification List.