Make more GREEN with Green Cleaning.

“Green cleaning” has been touted as the next big thing for more than a decade, a specialty niche with a lot of profit potential.

Some jumped into the niche immediately — and jumped right back out.

They said the market did not want it, that the products were not as good as the “not-green” ones.

That consumers are aware of green options today is a given. Many are more aware of the impact of chemicals and pollution on the environment, and have an idea of what a “carbon footprint” is.

But does this mean they will change their buying habits because of that awareness?

Knowing and doing are two different things. Many of us know what we should be doing (more exercise, better food, less soda), but that doesn’t mean everyone is doing what is best for them.

Just because green cleaning is “the next big trend” in 2010 does not mean it sells itself.

If slapping a green label on things resulted in automatic sales, then everyone would be driving a hybrid car. We wouldn’t need tax credits and laws to push these purchases. We wouldn’t see SUV’s and Hummers on the road at all.

When it comes down to it, no matter the product or service, you have to actually sell it. It is all about how you market it.

Match your message to the market

A highly successful marketing campaign has three ingredients:

• The right marketing list
• The right marketing message
• A marketing campaign roll-out.

Sending a strong sales letter on high-end home services to a list of renters in university apartment housing will generate zero calls.

On the other hand, a marketing piece sent to allergy sufferers on the lasting impact of green cleaning solutions on removing allergens from the home would generate calls.

And, if you rolled out with a multiple sequence mailing, you would multiply those results.

A perfect marketing piece sent to a bad list will not perform as well as a mediocre marketing piece sent to an ideal list.

The first step is getting that right target market. You need to identify who are the homeowners and business owners seeking green cleaning options for their environments.

Put your “marketing detective” hat on and seek out the audiences who would be open to your green cleaning message.

These could include homes with allergy sufferers or occupants with health issues, homes with newborns and small kids, clients of companies that sell green products or services, natural food stores, alternative energy stores or alternative health services.

You can locate these “lists” of potential clients through networking directly with the owners of businesses who already have clients fitting your criteria as an “ideal customer.” You also can purchase lists with specific demographic criteria through national or local list brokers such as InfoUSA or seek publication lists through SRDS (Standard Rate and Data Service).

Hitting their hot buttons

Once you have identified the list you are going to target, you need to craft your marketing message so it hits their hot buttons.

Speak to the benefits they will get with your services and what problems you will solve for them.

Don’t focus on features. You need to communicate what benefits come from those features.

A biodegradable, natural cleaning solution — that is a feature.

Thoroughly clean carpet fibers that your kids can roll around on without any fear of irritating chemical residue or exposure — that is a benefit.

Solutions so safe, you can drink them. Carpet so clean, you’ll swear it is brand new. The list goes on and on.

Some consumers buy “green” with a motivation of providing a safe and healthy home for their families and themselves.

Some buy in order to make an environmental-friendly choice.

Some buy first to have a clean home, and the added benefit of it also being “green” is a secondary reason for them to say yes.

Some buy because they want something — to have a healthy, clean home. Others buy because they don’t want something – chemical exposure or irritants. They are either moving toward something or away from another.

It is your job to identify those motivations and incorporate them into your marketing message so you can attract the right clients.

Unique packaging and education-based marketing

People ask price when they do not know what else to ask.
It’s the same with “green cleaning.” You need to explain what you do, why you do it and how it directly benefits them and their family.

Package your cleaning services so they communicate the solutions and benefits they deliver.

Instead of your “Deluxe Green” package, make it your “Easy Breathing, Floor-to-Ceiling, Healthy Home” package.

Using safe cleaning solutions is only one piece of the puzzle. You need to differentiate yourself and explain why you do what you do. You need to educate your prospects and customers on why you take extra steps — like using air scrubbers and a HEPA-filter vacuum — during your total cleaning process.

If your target market is allergy-sufferers and those with chemical sensitivities, then you might have air duct cleaning, upholstery cleaning and floor cleaning in your “completely clean” package.

However, a bulleted list of what you provide is not enough. You need to explain why this benefits them and why it is important for them to invest in creating a healthy home to live in.

Once you identify the needs, desires, problems and fears of your target markets, you can write your marketing copy to address them all.

You can make a list of the questions you are most frequently asked by your customers, and what your answers are. This can be built into the education-based marketing copy that can be used in direct mail campaigns, on your website, in newsletters and in your free recorded message scripts to robotically sell to those seeking green cleaning solutions.

Selling “green” is no different than selling anything else.

You need to determine who wants it and what solution they are seeking, then you need to solve it for them.

How you package it and communicate the value through your marketing message will determine what price they will pay.

-JOE

P.S. One of the best marketing strategies for making more GREEN is having a direct response monthly client newsletter. If you do not have one in place you are leaving money – a lot of money – on the table. It has been our #1 repeat and referral business creation tool for the past 7 years straight.

Click Here To Access A Sample Of Our Client Newsletter