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

Last week I needed a last minute flight from San Francisco back home to San Diego.

I usually fly Southwest. I have one of their “A-List” cards because I fly so often with them. They provide good value and have great people. They are one of the best companies for consumers, and employees, in the US right now.

However… in looking at my options, I saw that I could get a first class ticket for the same price as the Southwest ticket, on Virgin America.

So, what the heck – I grabbed it.

And here’s the theme of the post today – the effect of a “first class” experience on your business.

Red carpet up to the ticket counter, and extremely professional staff trained more like a hostess at a fine dining restaurant.

Very friendly. Very happy to see you.

The fresh bouquets of flowers on the counters were a nice touch in a gloomy airport.

On the airplane itself, very hip music as you boarded, and the lighting was a mixture of white and violet, which gave it the look of a nightclub. Big white leather seats – I mean living room leather chair BIG.

Incredibly hospitable staff, funny and joking around. Sir Richard Branson’s recorded voice welcoming everyone on to his airplane, and a recorded emergency video that was entertaining so you actually watched it.

Yummy food. Really. And the drink hit the spot too!

But the best part of the experience? A pull-out console that gave you music, video, television, or gaming choices.

I was able to recline to review my notes from the event I came from, and listen to an assortment of great classics in a playlist I quickly set up for the flight, Elton John to Eagles to the Steve Miller Band. (The music I like to listen to when I’m writing. The ones that take me back to my days as a kid.)

I’ve already mapped out every city where Virgin American flies, because whenever possible, I’m flying with them again.

I love Southwest, but Virgin America provides an experience that is just super cool.

No one is providing a hip flying experience except for Virgin. And you only need to experience it once to want to go back. It actually makes you want to have to fly somewhere… pretty amazing, huh?

And what does this have to do with YOUR business?

It has everything to do with it.

It did not really take much to upgrade the experience for the flight. Something that very few people look forward to doing.

In the grand scheme of things, if you get a new client that’s a frequent flyer like I am – that’s a big win for them.

Just like with your business, the real gold is in your repeat clients and their referrals. (Do you think this post will get a few of the thousands who come here every month to at least go take a look at Virgin America? Of course.)

And since birds of a feather flock together… I likely know other people who fly a lot in my own circle of friends and peers – they are hearing about it also. I am part of VA’s sales force right now, spreading the word to my circle for FREE.

Couldn’t you use some of that in your business right now?

Most businesses in surrounding us are BLAH. They are unoriginal, uninspired, and just flat lazy with their operation.

But there are some that shine. We’ve profiled Zappos.com here (CEO Tony Hsieh has a new book out Delivering Happiness – gotta grab it, trust me on this one) – they definitely are not blah.

And Apple continues to over-deliver not just in their new products, but in their local service.

Here is a video clip of Joe and I in San Francisco before a trip overseas, where not only did the employee “D.” sell and format a new Macbook for me in the final minutes of their store hours, but he also went out and hailed us a taxi for the airport.

The service experience was SO good, when we came back from the trip Joe decided to pre-order 20 iPads to send off to some of his key clients and referral sources.

You do the math on that one. One great customer experience = 20 more sales.

Did D. need big fancy leather chairs and vodka and cranberry drinks? No.

He just happily got an order completed, and went the extra step of literally stepping outside to grab us a cab.

He did something nice, that he did not have to do… but he wanted to.

If you want to see engaged, genuinely helpful company employees in action – go to an Apple Store. And while you are there, notice the effect on you from the music, to the décor, to the “things to play around with,” to the people – and you will see lessons on how to create a store experience that supports more enthusiastic sales.

No one leaves the Apple Store dreading their purchase. They are excited.

So what can you do in your business to be memorable? To make them leave with a smile on their face? To make them tell others how cool your business is?

Paying attention to those questions could add another zero to the end of your revenue numbers. Zappos is a billion dollar company, not because they created new shoes to sell, but because they created a customer service environment (on-line!) passionate about their clients.

Apple is a $22 billion company, not because they invented completely new technologies… but because they take existing ones and repackage them into cooler, simpler, easier technologies. And they wrap it in great customer service as well.

The Virgin brand of companies is FULL of examples of coming into industries failing the customers on experience, and they do it better. Way better. Branson knows how to over-deliver.

You don’t have to be a billion dollar company to have customer impact. When was the last time a company sent you a hand-written thank you card? Never?

It doesn’t take much… except a desire to make a memorable impression on each client. Have them leave you feeling better than when they arrived. Have them feel appreciated and happy, like a great visit with an old friend, or hearing a great song from one of your old albums. (You remember what albums are, right?)

We all could use a little more of that in our lives, so make your company one of those places people really enjoy.

- Lisa

P.S. It’s easy to find companies to complain about – I want to hear about companies with great service you see out there. Please write in the comments about the ones making a difference out there in YOUR region. I want to hear about them. Thank you!

FOLLOW JOE

FOLLOW LISA

Watch this video if you want to find out how you can attend our upcoming Star Power Event with Joe Polish, Brendon Burchard, and of course the amazing Paula Abdul. If you have a strong desire to become the “Celebrity Expert” in your field and would like to know how to take your knowledge and position yourself as an expert, you won’t want to miss this event.

Go to www.JoePolish.com/StarPower to get on the waiting list for this event. Our last event sold out super quick and seating is limited to 20 people!

Also Joe recently did a Genius Network interview with Dr. Tom McKaskill on how successful entrepreneurs start, develop and harvest their ventures. For anyone who is looking to exit and cash out of their business this interview will help you understand not only how you can sell your business for a financial sale but a strategic sale as well. To access this awesome interview click the link below and enter the username and passcode.

www.GeniusNetwork.com/TomMckaskill
Username: mckaskill
Password: harvestventures

By the way… In the Tom McKaskill interview, Tom says, “We’re born with a range of talents and life experiences, whether we use them or not. The natural talents of the entrepreneur are creating a vision, seeing market opportunities, gathering people around them to pursue a dream, accepting some level of risk, being optimistic and being pragmatic.”

In the comments section below, tell us what you think:

Are entrepreneur’s born or bred?

(answer below with a comment)

Thanks for visiting our blog and remember, Keep It E.L.F.™ (that’s Easy, Lucrative & FUN!™).