Episode 1211 –How to Get Results with Marketing
The Power of Messaging Over Medium: A Marketing Lesson
In this episode, Mike Campion and Jackson Pinkoski talk about a marketing lesson that every cleaning business owner should hear. The duo shares a story of a client who struggled with door hangers, a marketing tool that didn’t seem to work. After some convincing, the client tried again, hanging just 45 door hangers—and surprisingly received two calls! This was a breakthrough after trying thousands of door hangers with no results. The takeaway? It’s not just about the method you use; it’s about how you deliver your message.
Don't Judge Marketing by One Experience
Mike and Jackson emphasize that many business owners make the mistake of judging a marketing medium based on one or two attempts. The key, they say, is testing the right message with the right offer. The client in the story thought door hangers didn’t work—but after a little adjustment, the results were much better. Mike encourages listeners to rethink their past marketing failures. Did you really test your offer thoroughly? Were you sure the message connected with your audience?
Your Marketing Message: Focus on the Customer's Pain
One of the biggest mistakes cleaning businesses make is focusing too much on their own services and not enough on the customer’s pain. Jackson points out that many marketing pieces feature big logos, company names, and a laundry list of services. But potential customers don’t care about your services at this stage—they care about how you can make their lives easier. Mike and Jackson suggest cleaning businesses reframe their messaging to focus on solving the customer’s problems, not on bragging about their company.
A Clear Offer Makes All the Difference
A good marketing piece must include a clear call to action that addresses the customer’s pain. Mike challenges cleaning business owners to look at their marketing materials and ask themselves, “Is this simple, clear, and focused on the customer?” Too many cleaning companies offer vague discounts, like $15 off, without making it clear how their service will solve the customer’s problem. A strong offer should be direct—think “call now for a free estimate” or “get $50 off your first cleaning.” Keep it simple and compelling!
Keep It Simple: The Caveman Test
To wrap up, Mike and Jackson share a fun but effective strategy for testing your marketing: The Caveman Test. Can a caveman understand your marketing material at a glance? If it’s too complicated or too wordy, it’s time to simplify. Jackson advises keeping your messaging clear and direct—this isn’t the time for flowery language or overcomplicated ads. The more straightforward you are, the better your results will be. In the world of marketing, simple really is better.