Episode 104 – How to Market a Cleaning Company
How to Market a Cleaning Company
In today’s episode Mike coaches James Pollard of The Clean Thumb www.thecleanthumb.com on How to Market a Cleaning Company.
Specifically, James wanted help on How to Market a Cleaning Company with direct mail. James is already off to a fantastic start with his prior marketing experience and efforts but wanted help fine tuning his efforts for maximum return.
BONUS TIP: The most overlooked piece to direct mail is the list.
If you send to the wrong list, nothing you do is going to make any difference.
If you send the right message to the wrong people you aren’t going to get any response.
BONUS TIP: You can’t invest enough into making sure your list is right.
If you can’t have the list right, don’t waste your money in direct mail.
Now that we have the foundation set, the only way to have a good list is to know your niche. Your message to a pastor of a church is going to be a very different message than a message to a manufacturing business owner.
BONUS TIP: There is power in using your niche’s language.
The second piece is the message. So many people want to talk about how great their company is, what products they use, how reliable they are, how good their employees are, but your customer doesn’t care about you, they care about themselves!
Spoiler alert : Doctors aren’t interested in cleaning services, they care about patients returning.
The message has to be pertinent to what is important to your niche customers.
Don’t waste time trying to convince your prospects on what to care about. Find out what they do care about and then use that as a way to get your foot in the door.
BONUS TIP: If your message compelling to the person who is reading it, it’s good. If it’s not, then it’s not!
The best way to figure out what your customer’s pain is, is to ask them what they want.
Ask them about their facility, the management of the facility, what keeps them up at night, what makes them happy, what gets them up in the morning. Record those interviews and I guarantee that you will get 2-3 good headlines ideas right there.
The long and the short of it is; Ask questions and listen.
Now that you have a headline that will speak to your specific niche client and grab their attention is the call to action.
You need to have a clear call to action. They need to know exactly what you want them to do, how they should go about doing it and how it’s going to benefit them.
If your directions are unclear or murky, your customers are going to be confused and confused people don’t take action.
Finally, let’s talk continuing the conversation. No matter how compelling your sales letter is, I will take 3-4 sales letters sent over the course of several weeks over 1 amazing sales letter. The accumulation is always going to be better than one peice that may or may not be received at the right time.
BONUS TIP: Try Lumpy mail. People generally aren’t going to throw away something that has something inside it with a live stamp or hand-written address.
Then the secret sauce to any direct mail campaign is to split test. Fine tuning and testing your marketing is the key to any marketing campaign. In time you will create an incredibly compelling and effective marketing piece.
James rocks it in the Lightning Round
Wake up and realize you are responsible for your own life, and your decisions that you make and everything you are experiencing is a cumulative effect of all the decisions you’ve made in the past.
You must understand your customer acquisition cost.
Get more specific with the people you target