As you enjoy your busier season have you thought about expanding your marketplace by offering
Green Cleaning? On the other hand have you made the mistake of thinking “going green” will get
you a flood of new business and been sorely disappointed? Keep reading and discover the truth
about going green and making more money…
“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” 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 (aka timing).
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 could 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
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
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
How you package it and communicate the value through your marketing message will determine
what price they will pay.
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 cleaners for the
past decade and a half.
P.P.S. Please visit www.ilovemarketing.com and listen to this week’s killer episode #72 The
Impromptu Meetup Group (part 1) and discover:
- Dean and Joe do a Q&A session
- In 30 seconds something that’s been done that’s worth 250k
- How to package and present your business
- How to build your credibility by giving people confidence
- Investing in getting results for your prospects
- Lessons from Cyrus Mccormick
- Getting people engaged in a bigger future
P.P.P.S. – Sharing your comments is another way to have generosity in your life. You’d be surprised at how your insights and opinions on a matter can really help others to gain perspective.
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