Here’s a quick video that shows you how you can spend a few minutes promoting your cleaning website. You’ll get better Google ranking. And you may even get a few jobs.
It costs absolutely nothing, so you may as well do it. You can’t lose.
Here’s a video with some brand new ideas on getting and keeping cleaning clients. You’ll get a kick out of the new “No Brainer” salesletter.
This outlines a very basic advertising plan that even a start-up cleaning company can use. See some of the latest ideas I’ve had about neighborhood marketing as well as making more money from online marketing.
Now I need a vacation from my vacation. I’m worn out..but in a good way.
While I was gone I got tons of questions in my inbox about websites, SEO, direct mail, newspaper, radio, and all types of advertising.
Here’s what I decided to do for you…
This Monday night, May 3rd, I’ll be answering all your questions during a special open webinar.
To register, go to the link below right now…
https://www2.gotomeeting.com/register/519147403
You can ask your question right away.
The questions will be answered in the order received, so ask your question now.
FREE Google Tips Report
Just click the link below to download your Google Tips Report. You’ll learn tips on what to do to get your website ranking at the top of Google and making you money!
Many of my clients as well as my own company are doing very well with newspaper. Generally, newspaper works best in small or medium sized cities. Read this reprint of a recent article I wrote for ICS Magazine.
Look at the newspaper, one of the first mass advertising media. It’s still a profitable form of advertising for some cleaners, but is it right for you?
Go back to 1920. If you owned a cleaning business, you would almost certainly use newspaper advertising. Back then, there weren’t too many other marketing options other than word of mouth.
Today in 2010 we’ve got so many more choices. So should newspaper be something a cleaning company still considers? Absolutely! First, let’s see if the newspaper is the best medium to deliver your message to your ideal target prospect.
I’ve written and tested well over 200 different newspaper ads. Most of them brought a nice response, and some brought more than a 22-to-1 return on investment. Of course, there were a few ads that didn’t do too well. But all in all, the newspaper has been one of the most profitable ad media for my cleaning company.
“The majority of our newspaper clients are middle- to upper class who have had their carpet cleaned before. We don’t usually get price shoppers calling us from the newspaper ad,” Cory McCook, owner of Carpet Cure in Macon, Ga., said. “The ad doesn’t mention price so prospects are initially attracted to us based on the benefits written in the ad. Most people who read the newspaper read it every week, which gives me consistent exposure to them. The return changes according to the season but our average annual return is 4-to-1 each year.”
One common question is, “Hasn’t newspaper circulation dwindled since the Internet?”
Yes, it has declined in most cities. In fact, most media have suffered decline since the Internet revolution. But this doesn’t mean you should write off newspapers.
Here are just some of the reasons why you should consider the newspaper as an advertising platform:
* It’s easier than direct mail. Just set it and forget it.
* 65 percent to 75 percent of adults read it weekly.
* It’s a primary news source for the 45-plus age group.
* Readers are typically higher educated.
* Highly targeted in sections.
* Deadlines are short. Your ad will run within a week.
* It adds credibility and trust to your company.
* Some people read the newspaper to see ads and coupons.
* It’s very flexible. You can change your plan weekly.
* You can quickly become a local celebrity.
You won’t reach everyone with the newspaper. But you will reach homeowners in what most cleaning companies consider their target market. It’s a place where you can send regular benefit-driven messages to educated adults in your city. The flexibility of newspaper is a wonderful perk. You can advertise heavily during your slow season and cut back when you get busy.
And the local celebrity thing isn’t bad either. Wouldn’t your client feel more comfortable with the celebrity carpet cleaner who is in the newspaper every week? People have stopped me in public to ask about my cleaning service because they saw my picture in the newspaper. You’re not only buying the newspaper ad, you’re also buying credibility and celebrity.
Newspaper is one of the few media where people seek out advertising. No one watches television, listens to radio, or opens their mailbox for the ads. But people do purchase newspapers for the advertisements. If you run your newspaper ad on days with heavy amounts of inserts, you’ll usually get a better response.
Here’s when newspapers work most effectively:
* Small- or medium-size cities. Big city newspapers are a little impersonal.
* When you have a unique offer or guarantee.
* If you are running a contest with a big prize.
* Running an “advertorial” ad that appears like an editorial.
* When you have a true, newsworthy message to get out.
Ron Holt, owner of Two Maids and a Mop serving Alabama and Florida, used newspaper when he started a new branch in Fort Walton Beach, Fla.
“The newspaper is what got our new operation going. We received 300 responses from a $1,000 full-page ad,” Holt said. “Our offer gave the first 37 callers a $7 full house cleaning, the next 37 callers received a $37 house cleaning, and the last 74 callers received a $25 gift card. Everybody who called was put into a direct mail sequence for follow-up.”
Some pitfalls to avoid with the newspaper:
* Be careful about newspapers with leanings or views homeowners don’t embrace.
* Stay out of the coupon sections if your prices are higher than average.
* This isn’t ironclad, but avoid free newspapers.
* Do not forget to have an offer in your ad.
* Avoid offers other cleaning companies use—make yours unique.
* Boast your guarantee in every ad.
Dusty Roberts, owner of Luv-a-Rug and Rugbadger.com in Victoria, BC Canada, has used newspapers to grow his carpet and rug cleaning business.
“We’ve done great with advertorial-type advertising,” Roberts said. “We ran one in a shopping-type newspaper with a 6-to-1 return on investment. You need to track your results starting with a small test. If it works great, keep using it. If it starts dropping off, it may be time to change your media.”
Thinking of trying newspapers? Why not call a few other companies who advertise in your local newspaper and ask how their response has been? Unless it’s a competitor, you’ll get an honest portrayal of what your local newspaper will do for you.
If it looks like a good fit in your city, test it out. The newspaper may end up being your best advertising choice if you do it right.
Get over 33 already tested and proven newspaper ads along with a complete training series on the best ways to use newspaper at www.Hitmanadvertising.com/newspaper
FREE BONUS: When you get the newspaper campaign, I’ll also email you a code to get ONE MONTH FREE in my Ad-of-the-Month Coaching Club. This is a limited time offer going on this week only.
If my office was on fire and I could run in to save ONE thing…
It would be my client database. This is the most important asset in my business.
Of course I keep a back-up copy in my home. But I cherish my client list so much I’d be tempted to run into a burning building to save it.
I suggest you consider your client database your most important asset.
How do you nurture your client database?
First, make sure you have your clients in your computer. No, a shoebox of invoices won’t work.
Second, mail something to your clients every single month or minimum every other month. Yes, email newsletters are good too, but I’m really talking about a good-old snail mail newsletter or postcard.
I’ve got a brand new Area Rug Cleaning Newsletter I’m about to launch.
To see a sample, click one of the images
Until later,
John Braun
P.S. Email marketing is a great idea too. In fact, my email marketing course will be available next week. You can hear an 8 minute audio podcast that tells you exactly how to get emails from your clients.
P.P.S. Members of my Ad-of-the-Month Coaching Club get in on the new Email Marketing Course as well as get the templates for the NEW Rug Cleaning Newsletter.
Just got back from my family Disney vacation.
