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Here’s an economical way to advertise to the best neighborhoods in your city. The system outlined here works great for any carpet cleaning, maid service, lawn care, or home-service business.

I get many emails from guys who want to know if passing out flyers will work. They read that I have had success with it and wonder how. Almost everyone has tried passing out flyers at one point. I always hear, “It used to work 10 years ago, but now it just doesn’t work any more.”

Yes, it may have gotten more difficult. Consumers are getting wiser. A flyer without selling power won’t bring you any new clients. Homeowners want to know more than how cheap you are. Maybe all the bait-and-switch shows have something to do with it. Or, maybe it’s the fact carpet has lost quite a bit of market share. Regardless, you have to be savvy when creating a good flyer campaign.

First, keep in mind flyers are a cheap way to advertise. This isn’t necessarily a good thing. In fact, I usually recommend steering away from cheap ways to advertise because your prospect can view you as cheap. They WILL view you as cheap if all you do is put a piece of paper on their mailbox or a run-of-the-mill door hanger on their door.

You have to do something different (haven’t you guys heard me say this before?). If you’re going to use flyers, they have to be something extraordinary. One of the most profitable flyers we’ve used appears like a folder that sits on a doorknob. Many clients have told me, “I got your nice little information folder.” They didn’t look at it like some cheap flyer.

Other times, we’ve put a salesletter, brochure, magnet, and business card in a plastic door hanger bag. In this case, the prospect views it as a package left on the doorknob. If you’re going to bother to go out and walk door to door, put something nice on the door. Use full color printing with cute pictures. Or, if you use black and white print, make sure it’s on a heavy piece of colored paper. You want something that will look good as well as feel good in their hands.

Try using an exclusive offer just for homeowners in a particular neighborhood. Or, use a limited time offer due to a slow week, holiday offer, FREE trial offer, or an offer based around something going on in your city in your flyer. Create a great offer, but also tell how you’re unique. Write your flyer with a particular target client in mind.

This is important: When you pass out the flyers, wear your company shirt that identifies who you are. Sometimes people will want to speak with you. NEVER, EVER place a flyer on a mailbox. Stress this to anyone who passes flyers out for you. Then, spot-check the neighborhood to make sure they did it how you asked. It’s actually a federal offense to place anything inside or on a mailbox. Plus, it looks unprofessional.

Use flyer advertising as a way to keep your techs busy on a slow afternoon. It can reap a harvest of many clients to come.

Here’s an economical way to advertise to the best neighborhoods in your city. The system outlined here works great for any carpet cleaning, maid service, lawn care, or home-service business.

I get many emails from guys who want to know if passing out flyers will work. They read that I have had success with it and wonder how. Almost everyone has tried passing out flyers at one point. I always hear, “It used to work 10 years ago, but now it just doesn’t work any more.”

Yes, it may have gotten more difficult. Consumers are getting wiser. A flyer without selling power won’t bring you any new clients. Homeowners want to know more than how cheap you are. Maybe all the bait-and-switch shows have something to do with it. Or, maybe it’s the fact carpet has lost quite a bit of market share. Regardless, you have to be savvy when creating a good flyer campaign.

First, keep in mind flyers are a cheap way to advertise. This isn’t necessarily a good thing. In fact, I usually recommend steering away from cheap ways to advertise because your prospect can view you as cheap. They WILL view you as cheap if all you do is put a piece of paper on their mailbox or a run-of-the-mill door hanger on their door.

You have to do something different (haven’t you guys heard me say this before?). If you’re going to use flyers, they have to be something extraordinary. One of the most profitable flyers we’ve used appears like a folder that sits on a doorknob. Many clients have told me, “I got your nice little information folder.” They didn’t look at it like some cheap flyer.

Other times, we’ve put a salesletter, brochure, magnet, and business card in a plastic door hanger bag. In this case, the prospect views it as a package left on the doorknob. If you’re going to bother to go out and walk door to door, put something nice on the door. Use full color printing with cute pictures. Or, if you use black and white print, make sure it’s on a heavy piece of colored paper. You want something that will look good as well as feel good in their hands

Try using an exclusive offer just for homeowners in a particular neighborhood. Or, use a limited time offer due to a slow week, holiday offer, FREE trial offer, or an offer based around something going on in your city in your flyer. Create a great offer, but also tell how you’re unique. Write your flyer with a particular target client in mind.

This is important: When you pass out the flyers, wear your company shirt that identifies who you are. Sometimes people will want to speak with you. NEVER, EVER place a flyer on a mailbox. Stress this to anyone who passes flyers out for you. Then, spot-check the neighborhood to make sure they did it how you asked. It’s actually a federal offense to place anything inside or on a mailbox. Plus, it looks unprofessional.

Use flyer advertising as a way to keep your techs busy on a slow afternoon. It can reap a harvest of many clients to come.

When I tell most cleaners I’ve received HUGE returns from newspaper ads, they look at me funny and say, “Really?” Yes, really. I’ve had some newspaper ads get over a 15 times return.

I started running ads in my local paper when I was just getting started and had zero sales coming in. I made a deal with my newspaper for a trial program, and started running ads that cost about $600 for six-inch ads to be run three times per week in my local paper that goes out to about 75,000 people. A six-column inch newspaper is about six inches wide and two inches deep. Of course, prices for ads can vary in each area. But regardless of cost, it can be one of the biggest returns you can get.

Here’s why newspaper can be so effective for carpet cleaners.

First, your target client is likely to read the newspaper. Most readers are over the age of 40. In fact, with age comes the greater likelihood they are an avid newspaper reader. For most carpet cleaning companies, your ideal target market is over 40.

Second, newspaper readers typically have a higher education level and interest in learning. This usually coincides with higher income. Again, your target market is usually in the higher income bracket.

Third, most people who read the newspaper do it every single day. This means you will be hitting the same exact target over and over. This is the kind of media that excites me the most.

Fourth, if your ad interests them, they often clip it out and keep it. I’ve had many clients clip my ad out and place it on their refrigerator. Your prospect may not be in the need of your service on the day your ad is run. But they will keep your ad for when they do need you. One time a client told me she had my ad on her fridge for two years. I’ve run over 100 different newspaper ads. So when she told me this, I wanted to see the ad so I could take note of the lousy call to action and never use that call again. But hey, at least the ad worked eventually.

Last, advertising in a well-respected paper will give you credibility. In some instances, your ad can have almost as much impact as an endorsement or article that runs in the newspaper.

The key is to write a newsworthy or educational advertisement that gives the reader a big enough benefit that sparks their interest. Properly written newspaper ads can help you price your service higher than any of your competitors.

When I tell most cleaners I’ve received HUGE returns from newspaper ads, they look at me funny and say, “Really?” Yes, really. I’ve had some newspaper ads get over a 15 times return.

I started running ads in my local paper when I was just getting started and had zero sales coming in. I made a deal with my newspaper for a trial program, and started running ads that cost about $600 for six-inch ads to be run three times per week in my local paper that goes out to about 75,000 people. A six-column inch newspaper is about six inches wide and two inches deep. Of course, prices for ads can vary in each area. But regardless of cost, it can be one of the biggest returns you can get.

Here’s why newspaper can be so effective for carpet cleaners.

First, your target client is likely to read the newspaper. Most readers are over the age of 40. In fact, with age comes the greater likelihood they are an avid newspaper reader. For most carpet cleaning companies, your ideal target market is over 40.

Second, newspaper readers typically have a higher education level and interest in learning. This usually coincides with higher income. Again, your target market is usually in the higher income bracket.

Third, most people who read the newspaper do it every single day. This means you will be hitting the same exact target over and over. This is the kind of media that excites me the most.

Fourth, if your ad interests them, they often clip it out and keep it. I’ve had many clients clip my ad out and place it on their refrigerator. Your prospect may not be in the need of your service on the day your ad is run. But they will keep your ad for when they do need you. One time a client told me she had my ad on her fridge for two years. I’ve run over 100 different newspaper ads. So when she told me this, I wanted to see the ad so I could take note of the lousy call to action and never use that call again. But hey, at least the ad worked eventually.

Last, advertising in a well-respected paper will give you credibility. In some instances, your ad can have almost as much impact as an endorsement or article that runs in the newspaper.

The key is to write a newsworthy or educational advertisement that gives the reader a big enough benefit that sparks their interest. Properly written newspaper ads can help you price your service higher than any of your competitors.

The biggest problem with the carpet cleaning industry is that anyone can get in with little money. In many cases, carpet cleaning businesses are started on less than a few thousand dollars. Then, the start-up “entrepreneurs” jump in with no marketing plan. The only way they know to compete is by price. They figure if they charge the cheapest prices in town, they’ll get lots of business.

Don’t feel bad if that’s how you started. Heck, it’s how I started. But what you can do is use your competitor’s lack of education to your advantage. Based on most of the advertising I see, it won’t be hard to beat them.

First, make sure you have a reason for you existence. Why is your company needed in your market place? What is your unique selling proposition? If you are just another carpet cleaner, you might as well quit and get a real job. I’m sure your city has enough average Joe cleaners. You must have an aim on offering something different to your community.

Some examples on market differentiation would be: pet odor removal specialty, highest level of service, oriental rug expert, or steam cleaning with fast drying. The idea is to offer something that nobody else in your area markets very well. It’s okay if there is another company doing it. Just make sure it’s something that isn’t already heavily marketed in your area.

After you’ve differentiated yourself, make sure all your marketing complements each other. For example, if your position is that you give the highest level of service, you shouldn’t charge average prices. If you convince your client that you give the highest level of service and the price quote you give is comparable to other companies, they’ll sense something is wrong. Subconsciously, they won’t believe your entire message.

If you are the pet odor removal specialist, you should run ads about pet odor. But don’t stop there. Do everything you can to promote how wonderful life can be with pets. Have a section in your newsletter with a plug for the humane society. Put a blog on your website written by your dog. Be active in local animal groups. Advertise in their newsletters. Paint your van like a huge spotted puppy. Go crazy with it. Do something different.

Consumers love to spend money on a company with new ideas. The world doesn’t need another seafood restaurant. But a seafood restaurant where you catch the food yourself, and the chef prepares your meal in front of you would be something unique.

Everything you say to sell your service is marketing. It should all tell the same story of your market position. Don’t be boring. Break out of the box. Heck, don’t even keep the box around. Throw it in the trash.

Be different and people will flock to you.

When you do a search for most anything in a given city, Google maps usually comes up on top. You can register you company name and address for FREE to get placed on this. Since it’s on the top of the search engine, you may even get a click directly to your website. If nothing else, it will help your site optimization.

Search for your city with the name of your service now. Then, click on the map. There is a link where you can register. Google will mail you a physical postcard. Just follow the steps they give you and you’ll be registered.

The biggest problem with the carpet cleaning industry is that anyone can get in with little money. In many cases, carpet cleaning businesses are started on less than a few thousand dollars. Then, the start-up “entrepreneurs” jump in with no marketing plan. The only way they know to compete is by price. They figure if they charge the cheapest prices in town, they’ll get lots of business.

Don’t feel bad if that’s how you started. Heck, it’s how I started. But what you can do is use your competitor’s lack of education to your advantage. Based on most of the advertising I see, it won’t be hard to beat them.

First, make sure you have a reason for you existence. Why is your company needed in your market place? What is your unique selling proposition? If you are just another carpet cleaner, you might as well quit and get a real job. I’m sure your city has enough average Joe cleaners. You must have an aim on offering something different to your community.

Some examples on market differentiation would be: pet odor removal specialty, highest level of service, oriental rug expert, or steam cleaning with fast drying. The idea is to offer something that nobody else in your area markets very well. It’s okay if there is another company doing it. Just make sure it’s something that isn’t already heavily marketed in your area.

After you’ve differentiated yourself, make sure all your marketing complements each other. For example, if your position is that you give the highest level of service, you shouldn’t charge average prices. If you convince your client that you give the highest level of service and the price quote you give is comparable to other companies, they’ll sense something is wrong. Subconsciously, they won’t believe your entire message.

If you are the pet odor removal specialist, you should run ads about pet odor. But don’t stop there. Do everything you can to promote how wonderful life can be with pets. Have a section in your newsletter with a plug for the humane society. Put a blog on your website written by your dog. Be active in local animal groups. Advertise in their newsletters. Paint your van like a huge spotted puppy. Go crazy with it. Do something different.

Consumers love to spend money on a company with new ideas. The world doesn’t need another seafood restaurant. But a seafood restaurant where you catch the food yourself, and the chef prepares your meal in front of you would be something unique.

Everything you say to sell your service is marketing. It should all tell the same story of your market position. Don’t be boring. Break out of the box. Heck, don’t even keep the box around. Throw it in the trash.

Be different and people will beg to do business with you.

When you do a search for most anything in a given city, Google maps usually comes up on top.  You can register you company name and address for FREE to get placed on this.  Since it’s on the top of the search engine, you may even get a click directly to your website.  If nothing else, it will help your site optimization.

Search for your city with the name of your service now.  Then, click on the map.  There is a link where you can register.  Google will mail you a physical postcard.  Just follow the steps they give you and you’ll be registered.

Well, it didn’t take as long as I expected.  Do a search right now for “John Braun Advertising.”  I usually come up right on top.  The reason is the articles I’ve submitted to article sites.  Before I submitted the articles, my site would be listed several pages down.  And here’s the kicker, Advertisingblogg.com website has only been around for a few weeks.

Another reason it got to the top so quick is that it is a blog.  If you have a blog on your own website (not blogger or a separate site), you’ll get on the search engines faster.

I’m going to be writing a report in the very near future on how to submit articles.  It’s a great way to get your website on top without paying for google adwords.  It can even help carpet cleaning and maid service companies come out on top in searches for their city.

More on this later…….

Connections was a blast.  If you ever get the chance, go.  It’s one of the only times the “who’s who” of the carpet cleaning industry get together.  You’ll also see the latest in technology.         

Next year’s Connections will be held at the Walt Disney Resort.  So, come and bring your family.  My son is six.  He’s been to Disney World on at least ten trips.  When we plan our vacations every year, our plans ALWAYS include Disney.  When you have a three and six year old, what else is there?  Actually, my wife and I visited Disney all the time before we had kids.

But there’s always Vegas in the Fall.  If you’re going, I’ll see you there.