Facts Tell, But Emotions Sell Home Cleaning Services
When marketing your home cleaning service, it doesn't matter if you're talking to someone at a networking event, writing copy for your website, writing an ad for a postcard, or creating a marketing brochure, it's important to remember that telling people the "facts" about your business will NOT convince them to buy!
When speaking or writing, it just feels natural to tell the facts and assume that people will make an informed decision to buy based on those facts. But the truth is; people buy based on emotion. So make sure you think about how to make an emotional connection to your prospect.
Always remember: emotions sell your home cleaning services
When writing, you've probably heard that the way to do this is to list your company's features and benefits. You should also challenge yourself and write about the RESULTS people will experience with your service. The RESULTS are often the emotional connection people miss when creating marketing material.
For instance, instead of saying "we don't cut corners, we clean them", say something like, "Because we use our 37 Point Quality Assurance Checklist, you'll never have to walk through your home cleaning up after the maid service again!" A homeowner that has experienced a poor quality cleaning service will probably relate, and it will cause an emotional reaction.
The FACTS make people think and the EMOTION makes people buy. Creating that emotional state for your potential client can make all the difference. But there is one more thing. Attached to that emotion is the BELIEF factor. In other words, you want to take into account the prospect's belief that what you provide, they want. You want to appear genuine and real. You want them to connect to you and your company. Once you have established the BELIEF factor with your prospect, there is a real good chance of closing the deal.
Below are some examples of how to incorporate the BELIEF factor into your marketing plans.
What's Your Story
- When speaking or creating content, don't be afraid to talk about yourself and how or why you started your business. It's a great way to convey information about you, your brand, and your company. Stories create that connection with the listener or reader and thereby build trust and generate the emotional connection
- Make your stories simple and shareable. Be open, honest, believable, and convey it in an entertaining way. It's all about making the connection with your prospect. Remember, people buy on emotion and rationalize their decision with facts.
Include Case Studies
- Case studies are detailed accounts where you present a real life situation of how your products or services helped to solve the problem or dilemma. You provide details about the situation, what objectives, challenges, or problems you faced, and how you found solutions and resolved the circumstances.
- Case studies allow the customer to see themselves in the situation and how you applied your problem solving skills and knowledge and how they can be applied to their challenge.
- Apply the case study to your particular target market. For example, if you clean condos, town homes, or retirement homes, then include one of those particular case studies in the marketing kit that you give prospects. Include a case study involving a condo to the residence of the condo, a townhome case study to the townhome prospect, a retirement case study to the retirement home prospect and so on.
- Be sure to include testimonials to your marketing plan. They build trust and are an extremely effective way to provide factual evidence of how your cleaning company has performed for other customers. People tend to believe other people.
Identify Your Processes, Procedures and Checklists
- By including your company's processes, procedures, and checklists into your content, you are allowing your prospect a window into how you implement, manage, accomplish, evaluate, control, and achieve what you do as a cleaning company and how you do it. This is your “proof” that you can and will deliver on what you promise. As stated earlier in our example, “With our 37 Point Quality Assurance Checklist, you'll never have to walk through your home cleaning up after the maid service again!
- People tend to underestimate what is really involved when it comes to delivering a quality product or service program. By including your company's documented process descriptions, you will validate why you charge a premium for your products and services.
So the next time you're tempted to speak or write just about the FACTS regarding your cleaning service, pause and re-think it. Figure out the emotional components that fact evokes in your clients and how to create that EMOTIONAL trigger and BELIEF mechanism. When you can do that, you'll be on the road to added business and more sales.
