Marketing a Cleaning Business
Have you felt the sting of spending thousands of dollars on marketing a cleaning business only to get virtually nothing or absolutely nothing back?
Today Mike helps Annie Bobbitt of Northern Connecticut Maid Brigade solve the question of how NOT to waste money on marketing that doesn’t work.
If your past marketing efforts didn’t pan out it doesn’t mean marketing as a whole doesn’t work, it just means what you did wasn’t right.
KEY POINTS:
How to know what the right message is What media to use for your market Who your target audience is
We also cover Direct mail. Yes, real, 100% dead trees direct to your prospective customer’s mailbox. There are 100 ways to skin that cat and Mike covers a few key concepts to get you started.
Mike explains the benefits of direct mail versus other forms of marketing. Learn how direct mail can narrow down who get’s your marketing by zip code and specific demographics and how that can save you thousands.
Avoid the pitfalls of using the wrong media when marketing a cleaning business by knowing where you should be spreading your message to attract your dream customers.
Once the media is settled Mike moves on to the message.
A lot of Val Pac advertisers don’t know how to do direct response, call to action or appeal to your customer’s specific needs and wants. They just do tagline, name, logo, artwork and phone number. But there’s nothing about the specific pain of your target market.
Your client isn’t interested in how long you have been in business and generic lines about being green, reliable or trustworthy. They are interested in THEMSELVES.
BONUS GENIUS: Know your customer’s biggest paint
Next Mike moves on to “Branding” and why unless you are a $50 Million dollar a year company it just isn’t worth your advertising money.
As a smaller company, marketing a cleaning business is more like putting in $1 and hoping to get a $1.50-$1.02 back. So you MUST know how to carefully craft your message that speaks directly to your specific customer.
BONUS HINT: When you go on a sales call and get to emotional place with your prospective customer, use their words exactly in your ads.
If you can get 80% of someone’s pain, you’ve won the marketing battle. If you don’t have pain and a strong call to action, then you definitely don’t have the resources to spend on “branding”
You time and energy is better spent figuring out what your customers want and how you can solve their problems.
Hear how to find a solution that is interesting to your prospects that will have them coming to you as the trusted source in that field.
Hear how you can create a consumer guide that solves your customer’s problem and how you can change how they view you from a pushy salesperson to trusted advisor.
Mike gives a quick shot out to the Sandler Sales System and how their sales process is all about getting that pain from your customer. https://www.sandler.com/sales-training/sandler-selling-system
Finally Mike explains the best way to make sales work is to have a good marketing process. If your prospects come in already educated on your free resource they are 10x as valuable as someone who has no idea who you are. (AKA a cold lead)
Your salespeople have good days, bad days, show up on time or no show, but sales copy says it perfectly every time.
Here are the key takeaways from today’s Show:
Figure out who your ideal customer is Find their pain Craft a message that uses their language to explain that pain Solve their pain in your message Use the right media to target your specific audience Set up a system that is repeatable every time
Finally, Annie shares her wisdom with her final Lightning Round answers:
You’ve got to be tough Spending sales tax money on marketing is a big mistake Find ways to do good things for your employees
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