When Joe Polish's postcard goes bad
Checked that it wasn't going to a bad neighbourhood first.
So had to think like the lady glancing at it the first time.
Typically she would see the words "carpet cleaning"
and the decision is made..."nope don't need it."
No matter how persuasive the message was, she wasn't going to buy
because she made up her mind she doesn't need her carpets cleaned.
We need new news to snap her out of the yes or no to carpet cleaning.
Enter a creepy problem.
One that can't be ignored.
It's right in front of her face
It's a blown up bug coming her way
Something women freak out over.
Now we have her attention.
Then we give the nasty facts about them.
The numbers of them in 1 square metre of carpet.
How they affect peoples health.
How the 2 ways she could kill them aren't a viable solution.
The only way to kill them
without risk to her, her family, her pets and her carpet.
And the guy coming in to kill and remove them is safe.
For the carpet cleaner, he is re-positioned in his market as
the first carpet dust mite removal guy.
Straight out of the book Positioning
and the battle for the mind.
Also it's the first part of Gary Bencivenga's
He no longer is in the competitive carpet cleaning business.
Here's what the postcard looks like...
- Jack Trout