Episode 12: Don't Blame The Economy, Postcard Marketing Tips

Some cleaning company owners blame the economy for their poor business. But is that really the problem? There are lots of cleaning companies that are growing. If that's the case, what is holding you back?

In part 2, Jean offers tips for making your postcards stand out from everyone else's.

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Episode #12 - Video Transcription

2010 is over and another year with a "bad economy" is behind us. For those of you who had a tough year, I want you to give some thought to what I'm about to say. Now I know that everyone's story is different, and I don't mean to lump everyone together, but what I'm going to talk about does apply to many of the people that have used the economy as an excuse to whine about how bad their business is doing.

I believe that many people let themselves of the hook for the blame because it's easy to blame the economy. And the reason I believe this is because I've talked to a LOT of cleaning business owners who are growing their business DESPITE the economy! One of our members recently shared that he started 18 months ago with a $3,000 a month account and finished out 2010 doing $750,000! Now that is what I call hard work, dedication, and truly believing in yourself.

Ok, so let me ask you a question. Do you believe in the value your cleaning company provides? Really! It's as simple as that! I have talked to a lot of cleaning business owners who insist that all the customers care about is price - they don't care about value anymore. And I'm here to say that I disagree! Sure, there ARE people out there who only care about price. But it's YOUR job to figure out if that's truly their motivation or if they're just testing you to see if you'll cave in at the first mention of lowering your price. And you know what? If they ARE only concerned about price, then you need to take a step back to see if you've targeted the wrong group of people.

You see, if you don't TRULY believe in the value your company provides, why in the world would your customers believe it? Now you are probably saying to yourself right now, "well of COURSE I believe in my company's value!" And maybe you think that's true, so I'm going give you some things to think about. First, lowering your price does not add value. When your price is questioned, it means you need to raise the awareness of the value your cleaning service provides to your customers. In other words, you haven't shown them the true value of what they're getting for their money.

Second, customers sense self-confidence and are drawn to it. You need to be confident in your own ability as a business owner and you need to demonstrate that confidence through your presentation. Again, if you don't truly believe it yourself, you'll never convince them that you're worth the price you're charging.

Next, you need to care about your customers if you expect them to care about you. Customers can show great loyalty when they sense that you truly care about their concerns and want to help solve their problems. This alone adds value to what you do for your customers. So...I'll ask you again - Do you believe in the value your cleaning company provides?

Episode 12 Postcard Values - Video Transcription

I recently had a cleaning business owner send me some examples of postcards she's been sending out to prospects. She's wondering why she's not getting a very good response to her marketing effort. Now we all know that direct mail marketing can be expensive - especially if you're not getting a response! It can be financially devastating to a small business owner to spend hundreds of dollars and not see a return on your investment. When I looked at the postcards, I knew exactly what the problem was. Her postcards looked just like everyone else's.

Here are some of the things I see typically see on postcards: We Clean Homes, or We Clean Offices - Call Today for a Free Estimate - Licensed, Bonded and Insured - We Provide Quality Cleaning Services - Tailored Cleaning to Fit Your Needs - Superior Cleaning for a Great Price. Does any of this sound familiar? Maybe YOU'VE used some of these phrases in YOUR marketing materials!

Ok, so what can you do to make YOUR postcards stand out from everyone else's? Well here are some things that you really need to pay attention to if you want your postcard to work. The FIRST thing you need to do is look at your headline. If you don't have something that grabs their attention the minute they pick up your postcard, you've lost them. So think carefully about the message you want to send with that headline. Instead of saying, "Looking for a home cleaning service?" you might say something like - "Who do you trust to clean your home?" With the first question, they'll simply say to themselves, "Nope! I'm not looking for a cleaning service!" and toss the postcard into the trash. But with that second question; they might think twice about who they're trusting to clean their home. And if they think twice about it, they're going to read the rest of the postcard.

The next important element you need for your postcard is a strong call to action. It's not enough to simply put your phone number or website URL on the card. You need to tell them exactly what to do. For example, "Download your free report at MyWebsite.com -- 5 Things Every Cleaning Company Must Do To Make Sure Your Family And Property Are Safe And Secure.

And the third thing I recommend you do is add some urgency to the postcard. If you're running a special, then add a deadline. Something like - Hurry! This Offer Ends on January 30th, so Call 555-123-4567 Right Now! So when it comes to postcard marketing, I encourage you to look at what everyone else is doing, and then do the opposite! Be unique, be creative, and think about what message is going to grab the attention of your prospects and compel them to take action. And if you'd like more ideas on postcard marketing, I encourage you to visit our sponsor, CleaningBizMarketingMaterials.com.