Cleaning & Restoration Association News

The Best Kept Secret

July 12, 2007
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Have you heard about the bestseller, The Secret? It’s a lovely book, full of inspiring stories illustrating universal truths. The Secret is The Law of Attraction: what we think about comes about.

Author Rhonda Byrne shares tips and suggestions for changing your thoughts and your life. What’s floating around in your head? Are your thoughts positive and supportive affirmations of your best life? Or are they a relentless litany of what sucks about you?

Listen to the voice in your head. If those words were spoken aloud to you by someone else, would you stand for it? Does that voice use words your momma used? Your daddy? Your first boss? Sister Mary Elizabeth? Part of The Secret is changing the way you think about things.

Now if you really don’t want something to happen, your thoughts on it will cause it to manifest. “I better not catch the cold that’s going around the office.” Sure enough, you’ll catch that cold. It takes discipline to catch a negative thought and replace it with a positive one like, “I enjoy good health.”

Another part of The Secret is the transformative power of gratitude. Ms. Byrne suggests that you make your first thoughts and spoken words of each day, “Thank you.” Gratitude is attractive. Wake up and give thanks for your home, enough to eat, family, pets, a gorgeous summer day, peace on earth, funny movies, beautiful music. You’ll feel better and be attractive to more good things.

I read a lot of books. I have read most of what is in The Secret in other books. The message of The Secret has been around for thousands of years. Those who ‘get’ it appreciate this affirmative presentation of universal truths. Here’s the kicker: folks who think positive thinking is a bunch of woo-hoo nonsense are embracing The Secret. Millions of copies of The Secret have been sold. The Secret video has been downloaded from www.thesecret.tv more than 5 million times. What makes The Secret such a blockbuster hit?

Marketing.

It’s not hype. Hype is the sizzle without the steak. Marketing is presenting a really great steak to a hungry person.

Ms. Byrne is marketing this powerful information in such a way that it is resonating with people. She gave it a powerful name: The Secret. The name intrigues you. You want to want to know what it is, and how you can get in on it. The logo is a wax stamp with old world script, like the seal on a rare, ancient document. The promise is a healthy, wealthy, wonderful life. Very attractive. And happy readers are telling others about the book.

Imagine if you approached your life and your business this way? You can choose differently. You can change your thoughts. If you want to improve your life and your business, choose different thoughts and engage in different behaviors. I found this message on my voicemail the other day:

“Ellen, I don’t know if you remember me, but we met a few years ago. Just wanted to get caught up.” She left her name and you better believe I remembered her. She and her husband own a contracting company in the Midwest. When we met, they were struggling in every area of their business…and they weren’t making any money.

I called her back. She filled me in on what they have been up to. I was delighted to hear her say, “I just snapped one day. We were working for a builder who just abused us. Why was I putting up with it? I talked to my husband and we agreed no more. We were going to work for people who would appreciate the kind of great work that we do and not work for the jerks. Since then, we have made more money and grown the company. I am calling because we just added our fourth truck. I have been focused on that since you told me most service companies never add the fourth truck. I thought you’d like to know. And Ellen, this is a depressed area. Businesses all over town are closing. People are singing the blues, but not us. We are busy, making money and loving life!”

I share lots of meat-and-potatoes, bare-bones advice with folks so that they can make more money. Most people choose not to change their thoughts, beliefs and actions. Those who do change create better results. That’s The Secret and The Secret is out.

I got another call recently: “I’d like to make more money. But in my town, all people care about is the lowest price. My cheapskate customers aren’t going to pay more not matter how much sales stuff I lay on ‘em.”

I replied, “You could charge more and make more money. If you charge more, you have to provide more value. And, you would benefit from learning to communicate that value to your customers. That’s marketing. Interested in developing your marketing skills? Or are you committed to attracting more cheapskate customers?”

We’ll see if he calls back.

How about you? What if you were to change how you think about marketing? You know how to clean so that people stay healthy. You know how to kill germs without killing people. You know how to add value to places and spaces by getting rid of the unwanted. You know how to perform these wondrous miracles in such a way that we relieve the burden on mother earth.

What if you thought differently about what you do? What if you used different words to describe it? I’m a Cleaning Professional. I do some pretty cool things with water, planet-friendly cleaning products and a bit of elbow grease. The name of my company is The Green Clean Team.

We use the best technologically advanced cleaning equipment. That way we don’t damage your property. We get rid of the dirt, grease, grime and germs without getting harming any of your precious surfaces. It’s a delicate balance and we are the very best at what we do.

Our cleaning products are effective. However, we are sensitive to the damage harsh, toxic chemicals are doing to the planet. So, we use nature’s smartest ingredients to provide a safe cleaning environment. And, we recycle and re-use as we can. It’s just the way we roll.

We are polite and punctual. Life is too short to be unpleasant. So, we treat you like family. Even better than family, because I might show up a few minutes late to Sunday dinner. I won’t show up late on your job.

Now, my prices reflect the premium services I provide. My prices include a “forever warranty.” No small print. If there is a problem with this system, call me and I’ll make it all better.

Thank you for joining The Green Clean Team! You are welcome to brag about us to your friends and family.


What if you asked your customers what they like or don’t like, want or don’t want, and offered to make it all better?

What if you invited them to watch or tell you about their summer vacation?

What if you woke up every morning and gave thanks for all the good things in your life, including your customers. What if you used the Law of Attraction to bring wonderful customers into your life?

You just might sell your amazing work to people who really, really want it and are willing to pay the right price.

The best-kept secret is you and what you do. Let people in on it.

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