Get THIS Strategy For Optimum Engagement, Growth, and Profits!

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,

I wish you the best!

Joel Cohen

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 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!

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Comments (0) Jun 17 2015

Make the Most of Your Busy Season by Increasing Profits in Two Ways

Hopefully you are busy, after all this is the “busy season” for most, so it’s time to really dig in and reap the profits of your business.

Even someone who knows little to nothing about marketing their business the right way is often pretty busy during the spring and summer.

So what I want to talk about today is profitability.  You work hard for your money, But, are you working long days just to scrape by?  Or are you a running a profitable operation?  Can you can pay off any debts you might have accumulated during the slow time?  Have enough left over to float you through any future slow seasons?  Can you afford to hire the help you need?  To maintain your equipment, uniforms, and other aspects of “the face” of your company, so you’re running a quality operation?  If that’s your aim then let’s talk about how to increase profitability.

Basically you have two components influencing your profitability, your sales and your profit margins.  If you are busy, then let’s assume you’re making sales.  But how can you turn your current sales into more profits?

Sell Value Not Price

This is a great place to start this discussion, how to sell value, not price.  I’ve had this conversation with hundreds of cleaners over the years, and hopefully you are not your own worst price resistant client, insisting that your services aren’t worth more.

As a side note I have to tell you that if you are attracting your clients with the right kind of marketing, like the EDDM postcard system we offer for free, then you will be getting prospects calling you that are not price resistant, in fact, they often are ready to book you without even bringing up the subject of price.

But when you make that paradigm shift in your own mind, from just selling your service to providing VALUE and HELPING people, then you will see the value in your own service and give it the credit it deserves.  It really doesn’t matter what your competition is charging, if you can set yourself apart with incredible value, then you will attract those clients who are used to paying a premium for real value.

Think about it, aren’t there plenty of people willing to pay a much higher price point for a car like a Mercedes, who would not consider paying a lesser price to get a Hyundi?  Both vehicles offer safe and attractive transportation, but there is a higher perceived value to the client getting the $90,000 Mercedes, and therefore Mercedes gets that profit.

How can you raise the bar on your perceived value?

Here’s a few ways…

  • Make sure your van and equipment is in pristine shape and always clean.
  • Make sure you and your cleaning technicians well groomed and in clean, neat uniforms.
  • Offer courtesy calls if you’re running behind schedule.
  • Make sure you phone is always answered or that missed calls are promptly returned.
  • Have a website with a very modern look and feel.
  • Offer your clients/prospects price packages to choose from.
  • Offer “green”, low chemical options.
  • Educate your prospects and clients about all the wonderful services your provide and why they can trust you.
  • Everyone in your company should wear shoe covers in a client/prospect’s home.
  • Offer furniture protectors and door covers.
  • Leave behind professional looking “after care” instructions and a “thank you.”
  • Do reminder calls and quality control follow up calls.
  • Send a thank you in the mail a few days after a cleaning.
  • Wow your clients with your bend-over-backwards for them high quality service.
  • Educate your clients and prospects about what constitutes a great cleaning service, what not to allow in their home and what they should watch for to protect themselves and their carpets from getting a shoddy cleaning.
  • Offer a no-questions-asked, money-back guarantee.
  • Send “thank you’s” and gifts to clients who send you referrals.

All of the above will help to set you apart from the “cheap”, blow in and out of their house, companies.  Joe Polish calls quantifies this kind of quality experience into a Before, During, and After model with marketing your business.  Ask yourself how you treat your clients and prospects Before, During and After a sale.

Creating a company that is helpful and builds value will solidify your business so you are in the “relationship” business, so that you’re someone that is looking out for your client’s best interests, and not just in a fly-by-night transaction business.

When you focus on creating THIS kind of exceptional value, then guess what?  You DESERVE to charge more, and your clients will be happy to pay more, knowing that they are getting the best.

And how much should you be charging?  That depends on a lot of factors, but the simplest formula is to look at your cost of doing business, the cost it would be to run a high quality business, and your profitability should be somewhere in the 30-40% margin.

And one of the quickest things you can do to make more money starting today is to do a 10% price increase.  That is an increase that will raise your profitability without scaring away your clients.  However, if you have built your whole business on being cheap, cheap, cheap, then you might need to bump it up a bit more.  In that case, you need to step things up with your marketing so you can attract the right kinds of clients and stay profitable so you can benefit from your busy season as much as possible.

But there is another super way to boost your profits on every job that is a HUGE benefit to your clients.

Your Clients Will Never Get The Benefit If You Don’t Offer THIS To Them…

I’m talking about upsells.  You’re already in their home, they know they need some carpet cleaning.  But, what else can you offer to help them?

Do they need a sofa cleaned?  Air ducts? Tile and grout? Area rugs?  What about re-applying carpet protection?  All of this can be done in a way that isn’t “salesy”, if you just present BENEFITS and VALUE as you offer to help them out with these other things.

You can even offer discounts for the convenience of the add-ons while you’re already in the house cleaning the carpets.  One Piranha Member makes it a point to offer $50 worth of carpet protection for $30 while he’s on every job, and most people accept it, especially after he educates them on the BENEFITS of re-applying it.  (Idea:  Create a one page benefit laden hand-out educating clients about the importance of re-applying carpet protection that you can give out to clients.)

Guess what, it you make this offer to every job and sold 3 jobs per day that’s an extra $90 per day, and if you do the math that averages out to be about an extra $20,000 per year.  And $20K on jobs you’re already cleaning, now that’s profitability!  What would you do with an extra $20K this year?  Even an extra $10K?

Another key way to create value and appeal to your clients is to offer these other services to them into package deals that reflect a discount for buying a bundle.  But really none of these ideas will work for you unless you…

Know Your Numbers

I touched on this already when I talked about setting your prices, but it’s not just knowing how much you need to be charging to be profitable.  This also applies to knowing what is working for you in your marketing so you can focus on that and step it up.  Also, when you know what doesn’t work then you can either throw it out, or tweak it until it does work.  After all, being in business is a numbers game so you even if you need to hire someone to help you figure this out, you need to know your numbers.

I wish you the best in your busy season, if you go out there with the mindset of HELPING people, and educating them on the VALUE of what you are doing for them, you will be able to increase your profitability through your pricing and add on sales.  Remember, this is about relationships, not transactions.  I hope you have a great season!

Joel Cohen,
Piranha Marketing

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Comments (0) May 06 2015

How the Power of Focus Grows Your Income and Your Business

magnifying_glassWhat happens when you use a magnifying glass to focus a beam of sunlight?  You can light something on fire! That’s the power of focusing energy…but what happens when you focus your thoughts?

Many successful professional cleaners have found that the key to their success started when they learned how to focus on the right things. Now think about this, if you focus your thoughts, ideas, and skills in the right direction, you can really take your business to new heights…you’ll be unstoppable, you’ll be on fire.

Let’s discuss a few ways you can really train your brain to focus on the right things to reach your business goals.

Step #1: Reign In Your Thoughts

As a business owners and entrepreneur you more than likely have a lot of thoughts and ideas that bang around in your head throughout the day. Some of these thoughts are productive and some of them might not be.

The first step toward gaining focus is to harness your thoughts. Flush out the thoughts that will really help you to focus and reach your goals and use those ideas to propel you towards success.

A good way to do this is to take just a few minutes a day to focus some of your thoughts and get them on paper. Even if you take just 10 minutes every morning, or block off a nice solid 50 minutes once per week to do this, you will find it is well worth the effort.

When you do this be sure to block out any distractions. Turn off the phone. Close the door. Give yourself the perfect environment for focusing and sorting through your thoughts.

It’s so important to buy out the time to focus and sift through your thoughts, especially today since you are constantly hammered with information overload. Take the time to dial it down and separate yourself from all the noise, just grab a pen and get those thoughts out of your head and onto some paper. That’s when you will start to see more clearly where your real focus needs to be.


#2: Don’t Try to Re-Invent The Wheel

Focusing your thoughts is the first step toward reaching your business and financial goals, but focusing on a plan of action is critical, otherwise you just have a bunch of thoughts on paper going nowhere.

And, don’t worry about re-inventing the wheel here. You can simply do what is already proven to work for thousands of other cleaners like you.

For example, if you have decided to focus your thoughts and efforts on creating an elevated level of service so you can charge higher prices, then your focused actions need to facilitate this. This can include adding additional perks and steps to what you offer. This also involves pre-educating your prospects so they know you offer a higher level of service, so they know when they call in not to simply ask about price, and so they feel like you are worth more than a cheap, on the go cleaning.

Or, if you decided you want to focus on growing your front-end business by targeting specific high-end neighborhoods in your area. Then you need a plan of action to execute this so you get great results in a cost effective way

Or, you want your focus to be on boosting your repeat and referral business then you need a plan to effectively reach your existing clients and create a rock solid bond with them, create more value for them and to rapidly grow your referral business.

Or, if you want to focus on reactivating clients who haven’t used you in a while then you need a plan that gets those clients to want to reuse you again.

And, the real beauty is that you can focus on all of the above and you don’t have to re-invent a whole marketing plan to do this.

That’s because a proven, simple and easy to use plan of action already exists that fits the bill on all of the above, and if you got your hands on some of these system and then simply shifted your focus to the next step you could find your business exploding over the next few months.


#3: Focus On Implementing What Works

Focusing on implementation is vital to your success, otherwise 6, even 12 months will go by and will you really be in any different place financially? No. But you can change that. You can decide that 6 or 12 months from now your business will be booming.

Because if you aim to really focus on implementing proven systems into your business this year on a consistent basis you could change everything.

There are many ways to serve up successful marketing strategies in your market place, both online and offline. By making execution and delivery of proven systems your main focus, you will be focusing on real success.

Don’t let your ideas overwhelm you…keep it simple…choose what you want to focus on and follow through. To quote Wayne Gretzky, “You miss 100% of the shots you don’t take.”

So focus…and take that shot.



Joel Cohen
Piranha Marketing, Inc.


PS. FOCUS on the right way to get more clients by watching the webinar that Joe Polish and I put together:
“How Carpet Cleaners Get Tons of New High-End Customers Using E.D.D.M…









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Comments (0) May 29 2014