- THE MAGAZINE
Articles by John Braun
What does your marketing plan look like for 2009? Are you doing the same marketing you did in 2008? If you had your best year ever, by all means do it all over again. But otherwise, you're in for a big surprise.
A nice older gentleman stopped by my office the other day. He was well dressed and well spoken. He seemed to fit our typical client profile. He said, "I've been meticulously reading your ads in the newspaper and I wanted to stop by for a quote." I smiled and breathed a sigh of relief. This guy should be an easy sell, like most of the prospects from our newspaper ads.
Without emotion, your sales copy is dead.
People buy with their emotions. Mrs. Jones doesn't get her carpet cleaned because she enjoys watching you drag hoses all over her house. But she may buy because she wants to feel happy with her home. In this case, she's buying happiness.
Can the Yellow Pages work? Of course. It's worked okay for me. I know other cleaners for whom it's worked pretty well. But is it the best bang for your advertising buck? Here's the problem…
Many cleaning company owners go about planning their advertising backwards. They choose a medium and plan their message around it.
You don't want to be viewed as just another company sending out junk mail. Chances are, your prospect gets mail from companies just like yours every week. And furthermore, you're competing with dissimilar companies who bombard your prospect will junk mail. Every one of them is begging for your prospect's attention.
You don't want to be viewed as just another company sending out junk mail. Homeowners get lots of junk mail every week. Getting a postcard from you doesn't excite them-even if the offer is 10 rooms of carpet cleaning for $29.99.