Carpet Cleaning Business Marketing

How to Market the Benefits of Your Cleaning System

February 7, 2014
Trans

It doesn’t matter which cleaning system you use. Truckmount, portable extractor, bonnet cleaning and encapsulation are all the same in the eyes of most consumers. And for the most part, they could care less about the specifics of your cleaning system. What they do care about immensely is how your cleaning system can meet their needs.

You’ve likely spent countless hours researching and fine-tuning the best system for your company. When cleaners get together at trade shows and events, the majority of talk is about the technicalities of cleaning. The science of how we clean is important to us. But it’s vital to remember it’s not important to your client.

So what I’m going to do is spell out some benefits you can use in your advertising and marketing for both hot water extraction and dry cleaning. This can help you have the right mindset when creating advertising for your business. Yes, you’ll have occasions when you’ll give your prospect a detailed list of what you specifically do in your cleaning system. In fact, in my company, we briefly tell our clients all the steps in our system during our pre-inspection. This specific list would be the features of your system. But the benefits are most important. The benefits are what your client gets out of the feature.  And most times, you’ll want to list your benefit before the feature because benefits are what draw your prospect in.

  • Feature: What your service does or what you do to deliver the service.
  • Benefit: What your client gets out of that feature.

Your client doesn’t want truckmounted steam cleaning. She wants the spots in her living room gone. She doesn’t want dry cleaning. She wants to make sure her family will be safe from allergens. Listing your benefits first can make a huge difference in the response you get from prospective clients.

Hot Water Extraction

(Truckmount and Portable)

  • Feature: Powerful vacuum.
  • Benefit: Leaves your carpet clean and nearly dry to the touch.
  • Feature: Hot Water Temperatures of 180 degrees are used.
  • Benefit: Your carpet is left clean and healthy.
  • Feature: Rinses your carpet with water.
  • Benefit: The spots are flushed clean and left residue free.
  • Feature: Pet stains and drink spills are rinsed out.
  • Benefit: Your home won’t smell of pet stains and sticky soda.
  • Feature: Most carpet manufacturers recommend hot water extraction.
  • Benefit: You’re safe in choosing the right method.
  • Feature: Soils, bacteria and allergens are extracted out of the carpet into our machine.
  • Benefit: Your home is healthier and family safer.


If you were writing an ad or speaking with a prospect, you’d want to say it like this: “Your home is healthier and family safe because soils, bacteria and allergens are extracted out of your carpet into our machine.” See how that sounds better and more believable when you list the benefit first?

 

Dry Cleaning

(Bonnet, Encapsulation and Dry Powder)

  • Feature: Your carpet is dry in one hour.
  • Benefit: Your home will be healthy and allergy safe.
  • Feature: It’s safe for most any carpet or rug fiber.
  • Benefit: You’ll have peace of mind.
  • Feature: You can walk on the carpet right away.
  • Benefit: You won’t be inconvenienced at all.
  • Feature: No spots will wick back up.
  • Benefit: You won’t worry about your carpet looking bad after cleaning.
  • Feature: Dry cleaning is used to correct problems caused by steam cleaning.
  • Benefit: You’re safe in choosing the right method.
  • Feature: Little water is used in cleaning.
  • Benefit: Never worry about soaked or ruined carpet.

If you were writing an ad, you’d want to say something like, “Never worry about soaked or ruined carpet because little water is used in our cleaning process.” Listing the benefit before the feature makes the benefit more believable.

 

How to Write Better Benefits

Often, when you first start writing this way, your benefits may not be that good. Keep asking yourself “What’s the benefit of the feature?” until you come up with great benefits. Soon you’ll come up with better benefits each time. Then, choose the benefit that would carry the deepest, most emotional meaning to your prospect.

For example, what is the benefit of healthier carpet? Having a healthier home? Reduced allergy symptoms? Less sickness in your family? A happier life? These are bigger benefits that both steam cleaning and dry cleaning can bring. But if you even attempt to bring up such a big benefit like a “healthier home,” make sure you justify that big benefit by giving some of the features behind why you’ll give them a healthier home. Otherwise, you’ll be making the same tragic flaw that too many advertisers make in spouting off ridiculous benefits without giving a reason why those benefits are true.

Remember your prospect doesn’t really care that you have the latest, greatest cleaning system until you tell her how that machine will be of benefit to her. 

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