The 3 Pillars Marketing to Attract Your Dream Cleaning Client

The 3 Pillars Marketing to Attract Your Dream Cleaning Client


Here’s the three pillars for any kind of
proactive marketing whether it’s Facebook ads whether it’s direct mail
door hangers yard signs whatever it is door knocking networking here’s the deal
the first pillar okay the three simple pillars of all marketing the first
pillar is hyper targeting you have to acknowledge that not all customers are
created equal and I think we already know this but
here’s here’s what I want to challenge you with look at how you’re marketing
your company right now and are you laser focused on the exact people you want to
serve or are you more broad are you a brain surgeon or are you a general
practitioner if you want to serve super ultra luxury homes for premium pricing
then every part of your messaging on your website on your Facebook page on
your emails everything should look smell feel and taste exactly like a company
that is the brain surgeon luxury you know high-priced homes
brand right you want to target the right people if your target market is soccer
moms you want to target them I remember in the first couple years of my business
I had some of the most nightmarish customers you could ever imagine and
these were clients from hell terrible terrible mean rotten people
that would treat me like garbage and I was doing it for next to nothing
and I had an epiphany one day and the Epiphany was that I had attracted them
to me everything about how I did business smelled like a company that
should be treated like I was being treated that should be beat up on their
price when they’re already half the price the other person in me and my
ignorance I would accommodate that early on and I changed everything for me when
I got really disciplined about only marketing to the right people hyper
targeting means are you are you using demographical information to find the
homes that have a certain household income do they have a certain home type
you know different neighborhoods in your community have different types of people
do you clean for retirees do you clean for like the 32 year old attorney with
the trophy wife is it like that guy they were they buy him way more stuff than
they can afford so they look cool is that your client is it the soccer mom
who is it that is your perfect customer where are they and how can we
proactively get our in front of them how you get it in front
of them totally up to you but how do you get your clear message in front of the
exact right person that’s number one if you’re not hyper targeting your gonna
your marketing will not work even close to as good as if you are the second
pillar is personalization now I often ask people I say what is every humans
favorite word in the whole world so I’ll ask you that what’s everybody’s
favorite word it’s their own name that’s their favorite word we love ourselves
you love yourself even people that don’t love themselves like well no Josh you
know I’m I’m humble and I’m here to serve and even people that say that
sincerely trust me they still really really like themselves a lot we like
what we like we like the music that we like we like to eat the food that we
want we want to live where we want we want our house to be a certain way to
smell a certain way want the sheets on our bed straightened out a certain way
when our shirts folded a certain way people are there our whole world is
about us everything we do is in an effort to serve us and even people that
want to serve their family they still it’s about them because they want to
serve their family so that they’re the kind of person that served their family
which makes them have increased status so what does this have to do with
marketing well it means that your messaging when you’re hyper targeting
the right people needs to be personalized to their world for example
when we would do postcards we have these insane postcards that converted it crazy
rates for years and years and years and they’re so simple but what we would do
is we would target just the lakefront homeowners on a certain lake for example
and on the cards we would reference the name of that lake we’d say you know lake
FET and homeowners you know window-cleaning special for Lake Fenton
waterfront homeowners and we’d only send that message to those people and there
might be a gated subdivision on a golf course on the other side of town we’d
have a different card for them so we’re hyper targeting the right people to have
the money that need our services but we’re personalizing the card by
referencing their house their situation right the fact that they have kids the
fact that they have pets the fact that they are retired the fact that they are
a soccer mom or whatever you want to personalize things as much as possible
one of the really cool things that send does is that allows you to use your
phone and you can take a picture of a house from the street then you can push
a button and it will mail that house a postcard with a picture of their own
house on the front of the postcard another thing you can do is you can take
a picture of the subdivision entryway or the street sign you know Thomas Street
or something and you can take that picture and put it on a postcard they
get sent to just that entire neighborhood or just the lakefront homes
in that neighborhood you can click some buttons and it says that and what is
what it does for you as a marketer as a small business owner is it gives it
sends a hyper targeted personalized message to your perfect customer which
is insane right but again this isn’t about send Jim our software this works
with anything you want to do you want a hyper target and you want to personalize
it and you can even do this with Facebook Ads believe it or not because
you can geo target and down to I think a mile radius you just got to get your
messaging right so that the person reading it feels like you are in their
head living in their world the third pillar to all marketing is multi-touch
you know people have the attention span of like a goldfish I’m hurting I’m sure
you’ve heard it said right people have attention span of eight seconds or 12
seconds or so I’ve heard three seconds who knows what it is I think it’s just
self-evident and obvious at this point that it’s short we don’t have a big
attention span because we’re all being marketed to relentlessly the noise is
loud and when you’re marketing to your local market I want you to understand
something you’re not saying hey 10% off cleaning service sign up now
you’re not saying your message to like an auditorium of people like watching
you present that’s not what it is and so what happens is sometimes we do some
marketing we do a little bit of this we’ll try some postcards we’ll do some
door hey we’ll do something we’ll dabble with something and then nothing happens
and so we get discouraged we take it personally we think we’re dumb or our
markets different Josh you don’t understand the employees here they’re
different the the customers here are different they’re cheap they won’t pay
that price Josh I can promise you a certainty that you’re wrong when when
you think that and if that upsets you I’m super sorry I think you’re awesome
I’m sure we’d be friends but I’m telling you you’re wrong
I’ve personally worked with over a thousand over a thousand I’m not talking
to worked with like doing a webinar or a teaching like this I mean on the phone
working with them over a thousand businesses just like yours and it’s
always wrong when people think their markets different they’re not following
the fundamental principles that they need to succeed they’re not hyper
targeting they’re not personalizing their message and they’re not doing step
3 which is getting in front of them multiple times again when you’re when
you’re saying hire me hire me hire me you’re not talking to a roomful of
people staring at you it’s more like you’re talking to a parade of people
walking by you imagine there’s a parade and there’s 5,000 people walking and
they’re looking they’re looking that way and they’re moving and you’re on the
sidewalk like hey 10% off your maid service highest quality we have great
customer service like you’re saying all these things that everyone says it’s all
white noise nobody cares it’s their numb to it and even if they did like what you
were saying you only say it once and that’s the biggest problem once you’ve
identified who you need to hyper target once you figure out how to personalize
your message to those people you need to stay in front of them over and over and
over and over when you do this you will create a lever and when you create a
lever you can put $1 in the top and have seven or ten or fifteen dollars come out
the bottom over and over and depending on the size of your market you could
scale that up to a one or two or three million dollar business in a few years
especially if you’re an aggressive go-getter that loves systems

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