LeePemberton.com

Thoughts From Lee

Educators today teach that what we hear – we forget – what we see – we forget, but what we see and hear, we remember.

And since we all certainly rely on good communication to build our businesses, the following little tidbit of information should be of great interest to you. . .

FACT:
Like it or not, print media, television, on-line, plus mobile and social media are all now vital components of any marketing program.

When it comes to making an impact, seeing certainly is better than hearing but not being seen at all is even worse.

The problem with using electronic media today is that most of it is never seen at all by the prospects we are looking for! It is relatively inexpensive and in some cases even free, but if it is not seen, it’s worthless!

Also, there is a general misconception or myth in the business world that customers are tech savvy. Unfortunately, that is just not true! In fact, only a small percentage of the population actually is tech savvy. Just because they have a cell phone doesn’t make them a “techie”.

On the other hand, almost everyone can read and understand a postcard.

Print still has power and don’t forget it!

Consistent profit growth in a service business such as in the cleaning services industry absolutely depends on the development of  strong relationships with their customer base.

So, why don’t more professional cleaning services make it a priority to build strong relationships with their customers?

For complete article, please visit…
http://www.ecleanadvisor.com/public/866.cfm

Probably the most common question I hear on a day to day basis is this:

“What can I do to advertise my business that is both affordable and works?”

I discussed this with a very knowledgeable marketing guy recently and he said exactly the same thing! But he went further and put a very helpful video together that I think is really helpful.

If you have had these same thoughts, and are interested in some fresh ideas, I strongly recommend that you take about 11 minutes to listen and watch this video that was developed by John Braun of Hitman Advertising.

John is a really unique guy who is a “hands on” carpet cleaner – and also runs an Advertising Agency that really understands what professional cleaners want!

Follow this link . . .http://tinyurl.com/clntipadv

Here’s a dose of harsh reality. . .

Nobody really cares about your services (except you)!
People (customers, friends, even relatives) only care about themselves, solving their own problems, being liked, and so on. But that isn’t necessarily a bad thing. This reality simply requires a shift in your thinking from “service pusher” to “trusted resource” – and that shift creates your big opportunities.

This doesn’t mean your services are NEVER mentioned or promoted by you, it just means, in a manner of speaking, that when you shake someone’s hand online or in person, you don’t lead with your service! Your services must come later as a part of the recommended solution to their problem.

By far, the number one mistake that business persons like us make and then repeat over and over when marketing and promoting in person or online is to talk on and on about ourselves … and how amazing our services are.

This is why most business-related blogs or web sites don’t do a very good job. Businesses aren’t sharing information that is focused on the consumer, whether business or residential. Instead, they just dump information that is all about themselves and what they do.

Before you get caught up in this seductive trap of self praise, ask yourself why people consume online content such as the articles, videos, audio, photos, etc as well offline content such as brochures, mailers, seminars, speeches, and workshops? Usually they do it to:

• Solve a problem.
• Be entertained.
• Learn about something they are interested in.
• Get a little inspiration.
• Pass the time. (Hey, we all get bored. You know it’s true.)

It’s time to embrace this reality! This simply requires a shift in your thinking from “service pusher” to “trusted resource” -

Your success in today’s marketplace truly lies in your ability to become a resource for customers, prospects and your very local community on the particular subject about which enables you function as a “Cleaning Professional”.

I recommend that you check out the following article regarding getting your business house in order, and the 10 area’s where we get into trouble. http://leepemberton.com/blog/mistakes/

Some things I have learned in 45+ years of business ….

Customers buy more things because they like the salesman than logic ever sold them.

Every sale, every purchase, every business relationship, works best when based on service rather than dollars!

I have found that business thrives best in an atmosphere of respect and mutual help

Also that men do the very best at things they like the very best.

I have learned that a man will not do well-for himself or for others — if he doesn’t like what he is doing!

And that it really pays to be simple in the language which we use today, both verbal or print. And, most especially, the language used in our advertising. The world is full of very busy people who treasure simplicity.

Finally, I have come to the conclusion that there is nothing so powerful and winning in the world of business as absolute sincerity. And, nothing that is so distasteful as the lack of the same.

Spring is just about here and your customers & prospects are becoming cleaning conscious!

The good news is that they really don’t want to do it themselves, even if they say they do. Anyone that has cleaned their own carpet really does not want to face that job again. So, it’s now your opportunity to let them know that you are available, trustworthy, etc. and will do the job for them.

Here is a simple formula to guide you when you prepare powerful postcards to contact them:

FIRST – THE HEADLINE:

Tell Them They Can Get What They Want From You!

• People today are extremely busy and their lives are hectic.
• They are looking and listening for only one thing — ‘What do you have for me?‘
• If you don’t tell them immediately and upfront what you have for them, you have lost them — in a split second.
• It’s vital to ensure that what you have for them, and what they want are both the same.

SECOND - THE SUB-HEADING:

Tell Them They Will Have to Act Quickly to Get It

• We all procrastinate. We put off taking action even for things we want for a variety of reasons.
• It’s up to you to help your prospects and customers overcome their tendency to procrastinate and take immediate action to get what you are offering.
• You do that with what is called a ‘Sense of Urgency’.
• Tell them the offer ends on a particular date, perhaps in a week or two. Or tell them that there is a limited offer, or that they will receive a special bonus if they act now, but they will miss the bonus if they put it off.

THIRD - THE BODY COPY:

Tell Them The Details of What They Will Get

• Tell them exactly what is included. Tell them the specific features of your offer and how they will benefit from them.
• If they have to call to get it, then tell them to call. If they have to write or drop a post card in the mail, or fax something to you, then tell them clearly.

FOURTH - THE CALL TO ACTION:

Tell Them What They Must Do to Get It

• Don’t assume that your prospects and customers will figure out how to get what you are offering.
• People don’t like to do anything that is going to take work on their part. Make it as easy for them to respond as possible, or they won’t.

FIFTH & VERY IMPORTANT – THE REPEAT CALL TO ACTION:

Tell Them Again What They Can Get,
How Quickly They Must Act,
What They Must Do to Get It

• If there is room in your postcard, (try the address side), it is always a good idea to re-cap your offer.
• Very often people will turn the card & skip down to the address side right after reading the headline. By repeating all of the specifics of your offer there, you stand a much better chance of ensuring that your prospects will understand your offer.

Remember that the worst thing you can do —– is nothing!

SPECIAL NOTE:
(incase you missed this special offer in our Cleantip #51)
An outstanding advertising specialist in our industry, John Braun, who really understands the power of this marketing concept, has just written an outstanding 12 page report exclusively for his customers, titled:
“How Any Cleaning Company Can Double Their Business with Postcards“, and has graciously allowed me to offer our readers a copy at no charge for a limited time. Go get it now! http://www.ecleanadvisor.com/public/580.cfm#form

Another New Year Is At Hand! — Pay close attention to things happening around you. I am sharing these trends that I see unfolding, and I strongly caution you to take positive steps so that they don’t steamroller over you and your business this year. Following are two that I feel you must become aware of, with more over the next few weeks:

#1 – RETENTION
Customer Retention is a big one! Attracting new customers has become increasingly difficult, making the retention of existing customers a big priority for several reasons:

• It really does cost less to keep customers than get new ones even when times are good. With the incredible lack of trust among consumers today, the saving are significant!
• Secondly, referrals are the new “customer gold”, available only to those hardy “miners” who are knowledgeable enough to know how to do the “mining” in a totally trustworthy manner.

Retention of good employees is directly tied to your ability to retain customers, and is especially critical when “mining” for referrals!

• Don’t let the high unemployment issue blind you to the fact that good employees are still not easy to find and keep.
• The employee who knows how to treat your valuable customers may well be your most valuable tool this year for increasing your customer base through referrals!

#2 – SELF EMPLOYMENT
As the fact sinks in that their old jobs will not be coming back, the unemployed will be faced with options they don’t like. Some will take jobs at a lower pay scale and adjust. Others will decide to take advantage of government subsidized training to qualify for jobs in a different field. Some will relocate for better job opportunities.

However, many will decide to become self employed. You can expect a significant upturn in new business start ups in the cleaning industry! Parents & grandparents will lend money for equipment once they realize that good training is easily available in this industry, (and everyone already thinks this is an easy business)!

by Clate Mast, CEO of Infusion

There is one marketing truth you must understand: People buy when they are ready to buy, not when you are ready to sell. So, just because your lead is not ready to buy today, doesn’t mean they aren’t important. After all, today’s leads are tomorrow’s customers, or next month’s or next year’s.

Treating your leads like customers ensures they will come directly to you once they are ready to buy.

I’m going to admit something that may sound a little arrogant. I have hundreds of thousands of customers. They just might not be buying from me right now. But, whenever I’m talking to any small business owner, I am thinking, “This is one of my customers.”

I don’t even have a chance to tell them what Infusionsoft does before I have categorized them as “Customer” in my head. Many times it is my perceived value of this person that causes them to want to learn more about Infusionsoft…and often earns me another customer!

Customers are often disloyal; friends are usually loyal.

This is a scary time for the new business start ups that are specializing in carpet cleaning  in the northern parts of our great country.

The question I get is “What can I do, it’s really slow?”  -  Giving that question a quick “off the cuff” answer is not fair or easy!

And, here is why:

The first and most important “secret” that I have learned about being successful as a “Mom & Pop” business is simply this  .  .  .

Just Be Yourself – Will Always Be Your Best Policy.

Your effectiveness in business comes from your effectiveness as a person. The two are inseparable. To have a business goal worth pursuing implies that you have a life goal worthy of your best efforts.

That attitude will shine through in both your business and your training activities. If you don’t really believe that your business goals are meaningful, that is exactly what will shine through, regardless of all the motivational words you use.

• Learn to step back and remove your feelings from a situation.
• You can see situations much more clearly when feelings are removed.

Only then can the discussions begin!  Things that might be great for one “Mom & Pop” business, will absolutely not fit another. The secret is honesty with your self! Why even try to do something you can’t or won’t be comfortable doing?

Bottom line: Figure out who you are and what you are honestly comfortable with and I can help you! And while we are being honest with ourselves, next week we look at something called “Truth”.

Ethics has become a very hot and relevant topic today, especially since the “Great Financial Fiasco” of 2008, in politics, religion as well as in business. In fact every business person I know readily admits that good ethics make for good business.

However, in every business niche there seems to be those who preach “Ethical Behaviors”, while their behavior says something entirely different!

I find this to be disturbingly true also in our industry. There certainly appears to be a major ethics gap in many professional carpet care businesses, and that ethics gap is this:

*********************************************************
What One Personally Knows Is Right Or Wrong
Vs
What One Is Willing To Do Or Say To Make A Buck In Their Business Today
(or not do or say, depending on the situation)
**********************************************************

This attitude is at the foundation of many of the problems in our current business environment. Why does everyone just seem to accept its existence and quietly ignore it?

And finally, what do you think that we as individual businesses can or should do to narrow the gap or at least expose it? Or should we even bother?

My thoughts for this week,

Lee