It seems to be on everyone's mind....how best to get the ladies to notice and be receptive to you and your business.
I've got a little insight on this topic, AND I don't have a marketing program to sell or work for a company that sells them...so here goes guys....BUT WARNING, many of you won't like what I have to say as it goes right in the face of a lot of "conventional" marketing legends and myths.
....secrets of the sisterhood.
Seriously, here are some do's and don'ts when marketing a service business to a largely female client base:
Cutesy is not cute, it's just lame:
1. Stupid, silly names for your company.
2. Pastel/floral equipment and company colors.
3. I know this one's popular, but sorry guys: Pictures of you and your family in your marketing. Unless they're on the truck working with you it looks like you're trying TOO hard to portray you're a family man, and not hard enough to convey you are competent.
4. Goofy cartoons - I'm not 6 years old.
5. Another popular one: BABY pictures, if you think women don't know that you are trying to appeal to their maternal instincts, then you don't know kaka (caca?) about women. We see through it.
Insulting:
1. Fear-based marketing with pictures of dust mites, mold spores, etc. Turns me off faster than ANYTHING! reminds me of those stupid ads for home security devices. This marketing is deceptive, overly-emotional and manipulative...DON'T EVER USE IT!!
2. "Don't call another cleaner....before you listen to my ten minute recorded sales pitch", "WARNING...", etc. any marketing that sounds like a used car salesman wrote it, or it came whith the Reader's Digest Sweepstakes packet. Do not use advertising that is negative to your competition...OR IS EXTREMELY DULL, FLAT AND WORDY. We weren't born yesterday and hate being manipulated....and boring and texty is boring and texty.
3. Free "carpet audits/inspections"...we know you just want to get your foot in the door. We'll look for the guy who gives phone estimates because we know it's easier to get you off the phone than out of the house if we don't want to use your service. We also know you're in business to make money, and you wouldn't do something for free unless you stood to make more money by baiting us with the "free" word.
4. Don't treat us like we don't know the difference between a socket and a screwdriver. Don't try to convince us that your porty is the same as a Vortex...we have eyes you know. We know you generally get what you pay for, and if they are the same EVERYONE would have the porty. Some set ups OBVIOUSLY cost more and are more industrial/professional than others...we are impressed by men with industrial size tools.....as long as they are skilled in the use of those tools and don't tear apart our house or damage things in the process, we want you to be careful with our stuff too.
JUST PLAIN WRONG:
1. Pictures of your crew if they look like you recruited them from skid row, the local prison, or your kid's high school.
2. Detailed schematics of your machine, even GUYS who aren't in the industry have little to no interest in how your machine is put together and what size blower you use. It's meaningless to all except those in the trade. but DO convey the quality, industrialness and power of your equipment. If You've got a Vortex, put a pic of that baby in the ad. if you've got a porty....get an RX20 or Rotovac and market that.
3. Door hangers - Annoying and make our house and neighborhood look trashy. But for some reason we LOVE fridge magnets, send those out along with a letter of introduction.
GOOD MARKETING:
1. Use HUMOR, not goofy humor, but dry, subtle humor. If you can make us laugh (not cringe) your 3/4 of the way there...this applies to dating too!
2. Simple, bold, LARGE graphics catch the eye and stay in the memory...but don't get hideous. Keep your graphics and color schemes consistent in all of your marketing.
3. Market your experience, education, quality equipment, reliability and specialties. DON'T EXAGGERATE!
4. Pics of professional, clean equipment and friendly-looking owner/techs. Uniforms aren't important, but just look decent. If everyone wears T-shirts with the company logo and jeans...that's fine, in fact it seems more friendly and open than a guy in an uncomfortable uniform or the ridiculous ties!
5. Stress the unique selling points of YOUR business without bashing anyone else or other methods.
6. Choose a name that is easy to remember, and pass out fridge magnets like candy. Most of us don't call the last guy back because we honestly don't remember who he was! But newsletters and reminders are on the pushy side.
7. BIG HINT: When seeking carpet cleaning women aren't approaching it like shoe shopping...they don't expect, nor want it geared for "femininity". The industry is overwhelmingly male/masculine and women feel somehow it's more like plumbing or electrical contractors, not maid service, so when we seek these service providers we look for companies and individuals with an image similar to what we would look for in a potential partner/husband. You don't go out on a date wearing pink suits, flowery perfume and carrying stuffed animals do you? You are appealing to women, but not imitating them! Appeal to them with your marketing and personal presence with traits and characteristics that women value:
1. An excellent sense of humor
2. Honesty
3. Relaxed, casual, open
4. Genuine, warm and friendly (don't go too far and get creepy!)
5. Reliable
6. Competent
7. Self-Assured
8. Respectful (that goes for not just how you treat her, but your techs, and others as well.
9. Exhibit pride, but not arrogance.
10. TRUSTWORTHY - Don't eye her daughter, talk to her boobs, ask how much something costs, check out the valuables, etc.
Do this and you will do well with the women in your market.
Now that I have shook up most of the marketing programs and "what women want" myths out there...don't blame the messenger boys.
Newsletters are not really bad, some can be positive.
But in the real world, the vast majority get tossed in the trash unread as more annoying junk mail....and some people who really hate junk mail, make special note of where it came from and make decisions not to use companies that market in such a way.
If you absolutely feel you MUST market to your past customers, my preferred way would be an eye-catching humorous postcard with a seasonal special or something. It is smaller and less obtrusive than a newsletter or flier.
One GOOD piece of marketing would be a nice, professional tri-fold brochure handed to the customer as you leave giving post-cleaning instructions, spotting guide, tips for maintaining their carpets, etc. that they can tape to the inside door of their cleaning cupboard/broom closet for reference throughout the year. Make sure your phone number is prominently displayed on the side that would face OUT if it was taped to a door.
Take it for what it's worth.
Take care,
Lisa
_________________
manufacturer: GreenGlides, co-owner
________________________________________________________
A sample flyer, courtesy of John Burris
More on the subject......
Let's discuss what we agree and disagree on here...and remember, I knew many marketing legends are built on some of this stuff, but that doesn't make it right, and it sure doesn't make it fresh, new and engaging. Many people use companies DESPITE poor marketing...because the product or service is good enough to make up for the bad marketing.
"1. If babies don't work someone needs to tell Michelin to stop one of the most successful ads in history; the baby sitting on a tire which added emotion to a non emotional product.
Someone also ought to tell Stanley Steemer, Chem Dry and Dalworth that they don't know how to market. Take a look at the new redone website of Dalworth to see what picture is on their home page. "
In Michelin's case their ad was more fear-marketing than anything; "Look what's riding on our tires", which may be successful, but is unethical, emotional, manipulative marketing nevertheless.
As far as the cleaning companies, it's old, tired marketing OBVIOUSLY attempting to appeal to woman's emotions. We see this, and we find it a bit annoying. Do you really want to just blend in with the franchises? Isn't the idea to set yourself APART from the average and already done? Babies are FAR from unique in marketing in this industry and many others.
"2. Pictures of equipment are a waste of time to most women. Do you really think they know the difference between a Prochem versus a Vortex? Do you think a woman understands the reason an RX 20 is a superior tool over a wand. When Roto Rooter shows up at a woman's house do you think she checked out the equipment and chose the company based on the tools used to unclog the drain. "
I don't think a pic of equipment should be the FEATURE of your marketing, but a pic in a brochure, tri-fold or introductory letter is great, especially if you have some superior equipment. The average woman (or man) may not know the difference between a V and a PC, BUT they do know the difference between tiny (Rug Doctor), small (porty), medium (TM in a van) and large and industrial (box truck w/ big machinery). What you park in the front of the house and bring in the home makes a BIG impression, especially if it's big, powerful and costly looking. I believe that new V and AT owners report a large increase in walk-ups over their old, van-mounted units. The key is to have all that - AND show care and concern for their home and belongings. Show your skill, education, experience, control and finesse, bring out the cornergaurds, booties, runners, what ever is needed to adequately PROTECT their home and furnishings.
"3. Uniforms: Why do Fed Ex, UPS, USPS, State Troopers, Doctors and Dentists wear uniforms? They impart professionalism.
According to recent studies people form an opinion of a person within 1 minute. Uniforms help to reinforce a favorable opinion. Jeans are very comfortable but don't give a professional image. "
Uniforms convey authority and command respect, they often are associated with occupations that many people have a deep-seated fears and issues with - Police, military, doctors, dentists...uniforms DON'T make the average person comfortable and give us warm fuzzies for that person. Women really need to feel COMFORTABLE warm and fuzzy with the person we let in our home to perform such a personal service. We don't want to feel like the cops just came in and are searching the joint.
Also overly formal attire (ties, ironed dress shirts, etc.) gives the impression of someone who considers their status higher than yours. It is stand-offish and impersonal, stiff and unfriendly. Jeans and company t's or polo's are fine for all clients I've ever spoke to. They are warm, casual, friendly and approachable. Women expect their cleaner to be dressed to clean and sweat, maybe get dirty, to get on their knees once in a while and be comfortable while doing it. Jeans and a nice company T fit the bill nicely.
"4. Carpet cleaning is not a big deal to anyone other than carpet cleaners. This means that it is hard to get people to remember you after a short time. Whether it is a post card or a newsletter, or a bottle of spotter something needs to keep your name in front of them. Would a refrigerator magnet work? Yes but I would want one that has a message board attached so that it differentiates from the other 10 magnets on the fridge."
I can't disagree with the clipboard magnet and spotter bottles both are excellent, as is a spotting/carpet care guide they can tape to the inside of the cleaning pantry door and consult throughout the year with your number prominently displayed. Postcards and newsletters however, tend to be viewed as junkmail by most and rarely get read. Next thing you know the gardener will have a newsletter reminding us it's time to fertilize and re-seed again....blahhh... boring and overdone.
Women LOVE surprises and little thoughtful gestures, though, so maybe when you move the couch or clean under the bed, you can place a little foldover card that says something like "Yep, we cleaned here too!", or "If you had to wipe away the dust to read me, it may be time to call us again!" This is the stuff women love....and it's funny too!
THE BEST reminder of all is when they feel like they made a new friend when you leave. NOTHING will make them do whatever they have to in order to find you again if you did a good job and made them feel like you are warm, trustworthy, honest and competent. They'll tell everyone about you....BTW, always leave AT LEAST three business cards or magnets so they can give them to friends and relatives....they do.
"5. Humor is one of the most difficult things in the world to pull off. Men love slapstick women think it is stupid. Trying to write humor for a diverse audience of women is almost impossible. Women tend to laugh at their own foibles whereas men laugh at others misfortunes. Men write what they believe is funny. Women may not see the humor. I agree with Jim P in that I don't believe men should write the ads or the humor."
I always wanted, but never quite had the guts, to start a carpet cleaning company named:
SECOND BEST CARPET CARE - When you can't afford the very best...
I know people would LOVE it. They'd use you just because you were not afraid to poke fun at yourself and take yourself so seriously. They'd have a warm and fuzzy for your company before they ever meet you. They'll greet you at the door with a big grin on their face and an outstretched hand. Humor is a powerful attractant to women, especially INTELLIGENT, subtle humor.
If you have trouble with humor, don't force it, but if you have the gift....USE IT BABY!!
"6. Marketing is about differentiation. Another ad showing a truck or a guy using a wand gives new meaning to the word redundancy. Using a picture of your family gives a personal touch to an industry that suffers from a "me too" syndrome which leads to commodity pricing. When we can't see a difference in companies we choose by price. "
How many carpet cleaners have pics of their family in their ads...TOO MANY! I call it Chem-Dry disease because the CD folks seem to be the biggest offenders here. We don't care what your kids look like. We care about YOU and what kind of job and service experience we are going to have with you. Don't distract us with your family!
If you want to put your pic in the ad, make it fresh and new...for example: Make big, huge letters each covered in a different fabric/carpet, spelling out your company name, (or photoshop it) have a pro photosho in little mini pics of you cleaning the letters with your tools....say it said: YEADON'S in block letters across the majority of the ad....with a little Bill standing on the floor, reaching up to clean the fork of the Y with a wand, another perched on the O using an upholstery tool, another standing behind the A reaching through it, and lastly...one leaning on the S sipping a cup of coffee with finger to lips signing "shhhh!" and looking impish...It is simple, bold, eye-catching, memorable, humorous, effectively conveys what your company does, is friendly, approachable and warm. Women would eat it up.
"7. Lisa has a definite chromosome advantage over me. She also has an advantage over 99% of the women in this country in that she can tear apart a truck mount and put it back together better than most men in this industry. But I think she is too close to the industry to have a handle on the average woman that purchases carpet cleaning."
You give me too much credit and you sell me short in the same paragraph, Bill. I'm more connected with the average woman that you would think. All those years I was a carpet cleaner, I was also a wife and mother of four, had two foster kids, a literal zoo of animals and relatives that "drop by" unexpectedly. I can relate to BOTH sides of this coin.
Just for fun I've included some pics of MY old van, circa 2003, and yes I designed the vinyl. I could have done better with a bigger budget, but I thought it looked pretty good for $350.00. Yes, that's a window van. At that time it had TWO backseats (I had six kids to drive around), and a truckmount with waste tank and hose reels. Later a bigger TM was installed and the backseats eventually removed to make room for more shelving and equipment.
Bill Yeadon's perspective:
Lisa,
One point we have in common is we both feel passionate about our positions.
Our differences are apparent in what we believe is marketing and its role.
Your viewpoint:
"In Michelin's case their ad was more fear-marketing than anything; "Look what's riding on our tires", which may be successful, but is unethical, emotional, manipulative marketing nevertheless.
As far as the cleaning companies, it's old, tired marketing OBVIOUSLY attempting to appeal to woman's emotions. We see this, and we find it a bit annoying. Do you really want to just blend in with the franchises? Isn't the idea to set yourself APART from the average and already done? Babies are FAR from unique in marketing in this industry and many others. "
The best marketing is always emotional. The more senses involved in marketing the better it will be. Lisa if women don't like emotional marketing why does the cosmetic industry spend 80% of the gross sales on emotional marketing?
Uniforms definitely make the customer feel safer. Jeans are the most comfortable clothes we have but they do not impart professionalism. Uniforms come in many varieties. We have a company in our SFS class this week that is named the Breeze. Their truck has a beautiful wrap of a tropical scene. The techs wear khaki pants and Hawaaian shirts. They are casual and definitely memorable. How memorable are jeans and tshirts?
Your thoughts on Pics of trucks:
"I don't think a pic of equipment should be the FEATURE of your marketing, but a pic in a brochure, tri-fold or introductory letter is great, especially if you have some superior equipment."
How does a woman looking at a YP ad know what is superior equipment? Most ads show a van or a guy with a wand. To me the advantage of a cube van, other than the holding capacity, is the space to place a beautiful wrap on the vehicle. I agree with you that if you have a larger brochure you could discuss the features of your system but only if you are going to focus on the benefits to the customer. The best place for this is on a website where you can put a lot of information.
This is also the place for testimonials.
As for your truck and the extra seats it proves one other point I teach is that women are much better at multitasking. You did an outstanding job running a business and a large family.
I think the saying "we will just agree to disagree"
This might be a great subject to debate at Summerfest in Indianapolis this summer.
Your turn.
Bill
I've got a little insight on this topic, AND I don't have a marketing program to sell or work for a company that sells them...so here goes guys....BUT WARNING, many of you won't like what I have to say as it goes right in the face of a lot of "conventional" marketing legends and myths.
....secrets of the sisterhood.
Seriously, here are some do's and don'ts when marketing a service business to a largely female client base:
Cutesy is not cute, it's just lame:
1. Stupid, silly names for your company.
2. Pastel/floral equipment and company colors.
3. I know this one's popular, but sorry guys: Pictures of you and your family in your marketing. Unless they're on the truck working with you it looks like you're trying TOO hard to portray you're a family man, and not hard enough to convey you are competent.
4. Goofy cartoons - I'm not 6 years old.
5. Another popular one: BABY pictures, if you think women don't know that you are trying to appeal to their maternal instincts, then you don't know kaka (caca?) about women. We see through it.
Insulting:
1. Fear-based marketing with pictures of dust mites, mold spores, etc. Turns me off faster than ANYTHING! reminds me of those stupid ads for home security devices. This marketing is deceptive, overly-emotional and manipulative...DON'T EVER USE IT!!
2. "Don't call another cleaner....before you listen to my ten minute recorded sales pitch", "WARNING...", etc. any marketing that sounds like a used car salesman wrote it, or it came whith the Reader's Digest Sweepstakes packet. Do not use advertising that is negative to your competition...OR IS EXTREMELY DULL, FLAT AND WORDY. We weren't born yesterday and hate being manipulated....and boring and texty is boring and texty.
3. Free "carpet audits/inspections"...we know you just want to get your foot in the door. We'll look for the guy who gives phone estimates because we know it's easier to get you off the phone than out of the house if we don't want to use your service. We also know you're in business to make money, and you wouldn't do something for free unless you stood to make more money by baiting us with the "free" word.
4. Don't treat us like we don't know the difference between a socket and a screwdriver. Don't try to convince us that your porty is the same as a Vortex...we have eyes you know. We know you generally get what you pay for, and if they are the same EVERYONE would have the porty. Some set ups OBVIOUSLY cost more and are more industrial/professional than others...we are impressed by men with industrial size tools.....as long as they are skilled in the use of those tools and don't tear apart our house or damage things in the process, we want you to be careful with our stuff too.
JUST PLAIN WRONG:
1. Pictures of your crew if they look like you recruited them from skid row, the local prison, or your kid's high school.
2. Detailed schematics of your machine, even GUYS who aren't in the industry have little to no interest in how your machine is put together and what size blower you use. It's meaningless to all except those in the trade. but DO convey the quality, industrialness and power of your equipment. If You've got a Vortex, put a pic of that baby in the ad. if you've got a porty....get an RX20 or Rotovac and market that.
3. Door hangers - Annoying and make our house and neighborhood look trashy. But for some reason we LOVE fridge magnets, send those out along with a letter of introduction.
GOOD MARKETING:
1. Use HUMOR, not goofy humor, but dry, subtle humor. If you can make us laugh (not cringe) your 3/4 of the way there...this applies to dating too!
2. Simple, bold, LARGE graphics catch the eye and stay in the memory...but don't get hideous. Keep your graphics and color schemes consistent in all of your marketing.
3. Market your experience, education, quality equipment, reliability and specialties. DON'T EXAGGERATE!
4. Pics of professional, clean equipment and friendly-looking owner/techs. Uniforms aren't important, but just look decent. If everyone wears T-shirts with the company logo and jeans...that's fine, in fact it seems more friendly and open than a guy in an uncomfortable uniform or the ridiculous ties!
5. Stress the unique selling points of YOUR business without bashing anyone else or other methods.
6. Choose a name that is easy to remember, and pass out fridge magnets like candy. Most of us don't call the last guy back because we honestly don't remember who he was! But newsletters and reminders are on the pushy side.
7. BIG HINT: When seeking carpet cleaning women aren't approaching it like shoe shopping...they don't expect, nor want it geared for "femininity". The industry is overwhelmingly male/masculine and women feel somehow it's more like plumbing or electrical contractors, not maid service, so when we seek these service providers we look for companies and individuals with an image similar to what we would look for in a potential partner/husband. You don't go out on a date wearing pink suits, flowery perfume and carrying stuffed animals do you? You are appealing to women, but not imitating them! Appeal to them with your marketing and personal presence with traits and characteristics that women value:
1. An excellent sense of humor
2. Honesty
3. Relaxed, casual, open
4. Genuine, warm and friendly (don't go too far and get creepy!)
5. Reliable
6. Competent
7. Self-Assured
8. Respectful (that goes for not just how you treat her, but your techs, and others as well.
9. Exhibit pride, but not arrogance.
10. TRUSTWORTHY - Don't eye her daughter, talk to her boobs, ask how much something costs, check out the valuables, etc.
Do this and you will do well with the women in your market.
Now that I have shook up most of the marketing programs and "what women want" myths out there...don't blame the messenger boys.
Newsletters are not really bad, some can be positive.
But in the real world, the vast majority get tossed in the trash unread as more annoying junk mail....and some people who really hate junk mail, make special note of where it came from and make decisions not to use companies that market in such a way.
If you absolutely feel you MUST market to your past customers, my preferred way would be an eye-catching humorous postcard with a seasonal special or something. It is smaller and less obtrusive than a newsletter or flier.
One GOOD piece of marketing would be a nice, professional tri-fold brochure handed to the customer as you leave giving post-cleaning instructions, spotting guide, tips for maintaining their carpets, etc. that they can tape to the inside door of their cleaning cupboard/broom closet for reference throughout the year. Make sure your phone number is prominently displayed on the side that would face OUT if it was taped to a door.
Take it for what it's worth.
Take care,
Lisa
_________________
manufacturer: GreenGlides, co-owner
________________________________________________________
A sample flyer, courtesy of John Burris
More on the subject......
Let's discuss what we agree and disagree on here...and remember, I knew many marketing legends are built on some of this stuff, but that doesn't make it right, and it sure doesn't make it fresh, new and engaging. Many people use companies DESPITE poor marketing...because the product or service is good enough to make up for the bad marketing.
"1. If babies don't work someone needs to tell Michelin to stop one of the most successful ads in history; the baby sitting on a tire which added emotion to a non emotional product.
Someone also ought to tell Stanley Steemer, Chem Dry and Dalworth that they don't know how to market. Take a look at the new redone website of Dalworth to see what picture is on their home page. "
In Michelin's case their ad was more fear-marketing than anything; "Look what's riding on our tires", which may be successful, but is unethical, emotional, manipulative marketing nevertheless.
As far as the cleaning companies, it's old, tired marketing OBVIOUSLY attempting to appeal to woman's emotions. We see this, and we find it a bit annoying. Do you really want to just blend in with the franchises? Isn't the idea to set yourself APART from the average and already done? Babies are FAR from unique in marketing in this industry and many others.
"2. Pictures of equipment are a waste of time to most women. Do you really think they know the difference between a Prochem versus a Vortex? Do you think a woman understands the reason an RX 20 is a superior tool over a wand. When Roto Rooter shows up at a woman's house do you think she checked out the equipment and chose the company based on the tools used to unclog the drain. "
I don't think a pic of equipment should be the FEATURE of your marketing, but a pic in a brochure, tri-fold or introductory letter is great, especially if you have some superior equipment. The average woman (or man) may not know the difference between a V and a PC, BUT they do know the difference between tiny (Rug Doctor), small (porty), medium (TM in a van) and large and industrial (box truck w/ big machinery). What you park in the front of the house and bring in the home makes a BIG impression, especially if it's big, powerful and costly looking. I believe that new V and AT owners report a large increase in walk-ups over their old, van-mounted units. The key is to have all that - AND show care and concern for their home and belongings. Show your skill, education, experience, control and finesse, bring out the cornergaurds, booties, runners, what ever is needed to adequately PROTECT their home and furnishings.
"3. Uniforms: Why do Fed Ex, UPS, USPS, State Troopers, Doctors and Dentists wear uniforms? They impart professionalism.
According to recent studies people form an opinion of a person within 1 minute. Uniforms help to reinforce a favorable opinion. Jeans are very comfortable but don't give a professional image. "
Uniforms convey authority and command respect, they often are associated with occupations that many people have a deep-seated fears and issues with - Police, military, doctors, dentists...uniforms DON'T make the average person comfortable and give us warm fuzzies for that person. Women really need to feel COMFORTABLE warm and fuzzy with the person we let in our home to perform such a personal service. We don't want to feel like the cops just came in and are searching the joint.
Also overly formal attire (ties, ironed dress shirts, etc.) gives the impression of someone who considers their status higher than yours. It is stand-offish and impersonal, stiff and unfriendly. Jeans and company t's or polo's are fine for all clients I've ever spoke to. They are warm, casual, friendly and approachable. Women expect their cleaner to be dressed to clean and sweat, maybe get dirty, to get on their knees once in a while and be comfortable while doing it. Jeans and a nice company T fit the bill nicely.
"4. Carpet cleaning is not a big deal to anyone other than carpet cleaners. This means that it is hard to get people to remember you after a short time. Whether it is a post card or a newsletter, or a bottle of spotter something needs to keep your name in front of them. Would a refrigerator magnet work? Yes but I would want one that has a message board attached so that it differentiates from the other 10 magnets on the fridge."
I can't disagree with the clipboard magnet and spotter bottles both are excellent, as is a spotting/carpet care guide they can tape to the inside of the cleaning pantry door and consult throughout the year with your number prominently displayed. Postcards and newsletters however, tend to be viewed as junkmail by most and rarely get read. Next thing you know the gardener will have a newsletter reminding us it's time to fertilize and re-seed again....blahhh... boring and overdone.
Women LOVE surprises and little thoughtful gestures, though, so maybe when you move the couch or clean under the bed, you can place a little foldover card that says something like "Yep, we cleaned here too!", or "If you had to wipe away the dust to read me, it may be time to call us again!" This is the stuff women love....and it's funny too!
THE BEST reminder of all is when they feel like they made a new friend when you leave. NOTHING will make them do whatever they have to in order to find you again if you did a good job and made them feel like you are warm, trustworthy, honest and competent. They'll tell everyone about you....BTW, always leave AT LEAST three business cards or magnets so they can give them to friends and relatives....they do.
"5. Humor is one of the most difficult things in the world to pull off. Men love slapstick women think it is stupid. Trying to write humor for a diverse audience of women is almost impossible. Women tend to laugh at their own foibles whereas men laugh at others misfortunes. Men write what they believe is funny. Women may not see the humor. I agree with Jim P in that I don't believe men should write the ads or the humor."
I always wanted, but never quite had the guts, to start a carpet cleaning company named:
SECOND BEST CARPET CARE - When you can't afford the very best...
I know people would LOVE it. They'd use you just because you were not afraid to poke fun at yourself and take yourself so seriously. They'd have a warm and fuzzy for your company before they ever meet you. They'll greet you at the door with a big grin on their face and an outstretched hand. Humor is a powerful attractant to women, especially INTELLIGENT, subtle humor.
If you have trouble with humor, don't force it, but if you have the gift....USE IT BABY!!
"6. Marketing is about differentiation. Another ad showing a truck or a guy using a wand gives new meaning to the word redundancy. Using a picture of your family gives a personal touch to an industry that suffers from a "me too" syndrome which leads to commodity pricing. When we can't see a difference in companies we choose by price. "
How many carpet cleaners have pics of their family in their ads...TOO MANY! I call it Chem-Dry disease because the CD folks seem to be the biggest offenders here. We don't care what your kids look like. We care about YOU and what kind of job and service experience we are going to have with you. Don't distract us with your family!
If you want to put your pic in the ad, make it fresh and new...for example: Make big, huge letters each covered in a different fabric/carpet, spelling out your company name, (or photoshop it) have a pro photosho in little mini pics of you cleaning the letters with your tools....say it said: YEADON'S in block letters across the majority of the ad....with a little Bill standing on the floor, reaching up to clean the fork of the Y with a wand, another perched on the O using an upholstery tool, another standing behind the A reaching through it, and lastly...one leaning on the S sipping a cup of coffee with finger to lips signing "shhhh!" and looking impish...It is simple, bold, eye-catching, memorable, humorous, effectively conveys what your company does, is friendly, approachable and warm. Women would eat it up.
"7. Lisa has a definite chromosome advantage over me. She also has an advantage over 99% of the women in this country in that she can tear apart a truck mount and put it back together better than most men in this industry. But I think she is too close to the industry to have a handle on the average woman that purchases carpet cleaning."
You give me too much credit and you sell me short in the same paragraph, Bill. I'm more connected with the average woman that you would think. All those years I was a carpet cleaner, I was also a wife and mother of four, had two foster kids, a literal zoo of animals and relatives that "drop by" unexpectedly. I can relate to BOTH sides of this coin.
Just for fun I've included some pics of MY old van, circa 2003, and yes I designed the vinyl. I could have done better with a bigger budget, but I thought it looked pretty good for $350.00. Yes, that's a window van. At that time it had TWO backseats (I had six kids to drive around), and a truckmount with waste tank and hose reels. Later a bigger TM was installed and the backseats eventually removed to make room for more shelving and equipment.
Bill Yeadon's perspective:
Lisa,
One point we have in common is we both feel passionate about our positions.
Our differences are apparent in what we believe is marketing and its role.
Your viewpoint:
"In Michelin's case their ad was more fear-marketing than anything; "Look what's riding on our tires", which may be successful, but is unethical, emotional, manipulative marketing nevertheless.
As far as the cleaning companies, it's old, tired marketing OBVIOUSLY attempting to appeal to woman's emotions. We see this, and we find it a bit annoying. Do you really want to just blend in with the franchises? Isn't the idea to set yourself APART from the average and already done? Babies are FAR from unique in marketing in this industry and many others. "
The best marketing is always emotional. The more senses involved in marketing the better it will be. Lisa if women don't like emotional marketing why does the cosmetic industry spend 80% of the gross sales on emotional marketing?
Uniforms definitely make the customer feel safer. Jeans are the most comfortable clothes we have but they do not impart professionalism. Uniforms come in many varieties. We have a company in our SFS class this week that is named the Breeze. Their truck has a beautiful wrap of a tropical scene. The techs wear khaki pants and Hawaaian shirts. They are casual and definitely memorable. How memorable are jeans and tshirts?
Your thoughts on Pics of trucks:
"I don't think a pic of equipment should be the FEATURE of your marketing, but a pic in a brochure, tri-fold or introductory letter is great, especially if you have some superior equipment."
How does a woman looking at a YP ad know what is superior equipment? Most ads show a van or a guy with a wand. To me the advantage of a cube van, other than the holding capacity, is the space to place a beautiful wrap on the vehicle. I agree with you that if you have a larger brochure you could discuss the features of your system but only if you are going to focus on the benefits to the customer. The best place for this is on a website where you can put a lot of information.
This is also the place for testimonials.
As for your truck and the extra seats it proves one other point I teach is that women are much better at multitasking. You did an outstanding job running a business and a large family.
I think the saying "we will just agree to disagree"
This might be a great subject to debate at Summerfest in Indianapolis this summer.
Your turn.
Bill
