Guest Blog Disclaimer: This is a guest blog post by Jim DuBois of Squeegee Pros and Window Washing Wealth. The views, opinions, and positions expressed within this guest posts are those of the author.
This is part five in a series. Read the others with these links:
- The Cost Of The Wrong Crew
- No Formal Referral System
- Not Having A Unique Selling Proposition
- Make It Easy To Do Business With You
Ineffective Advertising vs Effective Advertising
This billboard ad is actually quite effective…
Continuing from last month’s blog, marketing is not easy, and mistakes are bound to happen. Whether commercial or residential, ineffective advertising is one of them.
When it comes to advertising, most window cleaning companies are boring, dull, focused on their company, the number of years they’ve been in business, their location, a nifty logo, and/or other things that really don’t matter.
Very FEW people respond to this type of marketing.
Tip: Ninety-five percent of all the window cleaning ads that I see are all the same. They are simply an expanded business card and focus totally on the company and in no way on the person who is reading the ad. Don’t be another statistic.
You have to realize that every decision you and I make is based on emotions, and then we justify it with logic. The same applies to everyone and anyone. It doesn’t matter if they’re rich or poor, young or old. People are people. Traditional marketing strategies, just like the ones that were developed nearly 100 years ago, still hold true today, because people have, and will continue to respond to, self-serving emotional appeals.
Let me explain why…
People only care about one thing: WHAT’S IN IT FOR ME? They don’t really care about you, about your company, the type of trucks your company drives, or those beautiful pictures in your ad, or your logo. What really sells prospects on your services are the benefits that you can provide to them. Now I’m not saying that your marketing and your image should not be professional, that’s not the point. Your, what I call “outside perception,” is critical and will bring an additional element of success to your company. But, here’s what you must realize:
People don’t really buy window cleaning services. They only want the benefits those services give them. The better you can show customers the advantages that they will see for themselves, the more likely you are to get their business. This is a critical point. And once you realize this point, you are miles ahead of almost everybody else competing for the business.
Here’s a quick example to illustrate my point:
Customers don’t buy window cleaning. What they purchase are crystal clear windows; they want clean and beautiful windows – and they don’t really care how you do it. So, if you will give your customers what they want in your advertising, they are much more likely to buy from you. If you go on believing everything you’ve been fed over the years by advertising reps, then you’ll never make the kind of income you deserve.
You see, advertising salespeople are more interested in getting bigger clients and receiving fatter commissions than they are in making your business boom. And unfortunately, along the same lines, most window cleaning entrepreneurs just follow the pack of what other window cleaning companies have done over the years – refusing or not knowing how to separate themselves from the competition.
Tip: When you follow the leader, the leader ALWAYS wins while the follower ‘falls’ behind!
Most of them couldn’t give you results and proof that their advertising was working if their lives depended on it. So, unless you like wasting huge sums of cash – you need results-oriented advertising! Advertising is probably the single, largest area where most window cleaners will throw away their money.
I want to share with you right now a secret that will instantly make you more money the next time you run advertising, a facebook ad, or even create a flyer. This tip is something that not one window cleaner in 100 understands about advertising or marketing.
Here’s A Big Secret To Making Your Advertising Pay:
Every ad must have a compelling headline to succeed to its maximum potential. That headline needs to grab the attention of your ideal prospect and tell them, ‘Hey – this is for YOU!‘ Remember, people don’t care about how great you are. All they care about is what’s in it for them, what advantage or self-serving benefit can you offer them. You need to telegraph that advantage in the headline, or else they will never know.
Here’s Another Secret About Headlines:
Great headlines do not happen by accident. They only happen because someone uses a system for creating headlines. And the right headline can mean the difference between a few calls from your ad, or a tidal wave of new business. The next time you glance over your competitor’s ads, or your ads for that matter, pay careful attention to the headline. You’ll see almost every window cleaning company which advertises thinks that their company’s name is the biggest benefit or advantage to prospects.
Take a close look at today’s local newspaper tear sheet above. Do you see the power behind the Morris Jenkins Headline? Most competing companies simply put their logo at the top. No!! This headline draws attention, and I promise the prospect calls will come in too.
If you follow this one simple (but profound) tip, you’ll get 2, 3, or even 10 times more prospects responding to your ads. And what’s more, your ads cost the same amount no matter how many people respond. This makes advertising the ultimate in financial leverage when done correctly. In WindowWashingWealth.com’s Marketing/Domination section, I talk about how to make your advertising pay to increase your ROI on each marketing plate you have spinning in your arsenal.
In review, we discussed ineffective and effective advertising. You want to stand out, so you are the only one they call. Don’t follow the pack and make it harder to create sales. Blaze a new trail. Know what to say, how to say it, how often, and I promise your revenue will build.
If you grasp this information that I’ve shared with you today, you will be leaps and bounds ahead of your competition. There’s no doubt, if you will take control and become your own marketing expert, your business will boom.
Until next time…
Jim DuBois is the founder of Squeegee Pros, Inc. out of Mooresville, NC. He is the creator of WindowWashingWealth.com , which specializes in aggressive marketing tactics, the importance of internal company systems, and how to dominate your window cleaning marketplace. All things a serial window cleaning entrepreneur should know to build a huge business. Visit the site for a free marketing report. Do you have questions you’d like to see answered in this column? Leave a comment, email them to me directly at firstname.lastname@example.org or call my office at 704-799-0313.