Carpet Cleaning - What Story To Tell?

19 replies
Hi Guys,

I've been listening a lot to Seth Godin of late - Anyone who listens to Seth (I find him fascinating) will know the message he tries to convey is fundementally that:

1) A business needs a story that fits in with the world-view of its target market
2) A business needs a "purple cow" - something that really makes them stand out from the competition.
3) A business needs to find a way of getting its customers to spread the story for them.

So, to my problem .....I have a friend who is a carpet cleaner - he does a really good job - but I'm struggling to really come-up with a fantastic differentiators/USP for him.

Every carpet cleaner alive will claim to do the best job, be the best value and will look after your carpets better - but none of these are unique.

I can help him with number 3 on the list, but I'm really struggling to come up with a great story and hook that would get customers talking about his service....... This is unlike me, I'm normally very creative when it comes to USP's - Help

Thanks

Trev
#carpet #cleaning #story
  • Profile picture of the author V12
    That's easily solved - check out this awesome thread by ewenmack in the Copywriting forum:

    http://www.warriorforum.com/offline-...back-dead.html
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  • Profile picture of the author vndnbrgj
    Tell him to check out Joe Polish and his Rich Cleaner system.
    He was a dead broke carpet cleaner that turned his business around and now has a system that helps other carpet cleaners... I think its a few grand.

    I have it and I'm not even a carpet cleaner.
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    • Profile picture of the author ewenmack
      Originally Posted by vndnbrgj View Post

      Tell him to check out Joe Polish and his Rich Cleaner system.
      He was a dead broke carpet cleaner that turned his business around and now has a system that helps other carpet cleaners... I think its a few grand.

      I have it and I'm not even a carpet cleaner.
      His ads aren't as effective today as they use to be.
      Carpet cleaning client came to me after using Joe's postcards
      weren't working.

      If you go to the link pointed above,
      you'll see Mr Subtle and I showing
      the masses of the same ads now seen by consumers that came from Joe.

      Best,
      Ewen
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  • That thread you guys brought op to was very helpful and powerful. Op, read that thread. I've seen it before, and it should help you out with your copywriting problem. You can make such small changes to copy and it could shoot your sales to the top as long as you know how to reel people in.
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  • Profile picture of the author vndnbrgj
    Thanks Ewen, I just read that thread and saw it was a JP postcard.
    Personally, I like his methodology.
    Educate first and then sell.

    Even if the copy doesn't work anymore, his sales approach still would.
    From the way to position the vehicle outside to the audit to the close.
    I doubt most other carpet cleaners present themselves the way Joe recommends inside the home.
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    Life Begins At The End Of Your Comfort Zone
    - Neale Donald Wilson -
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    • Profile picture of the author midasman09
      Banned
      Trev.....there's some pretty good PLR Videos available here that cover Carpet Cleaning. (Dave Cisneros has a WSO I thnk)

      Make the video with your Logo and contact info.....upload to a YT Channel and optimize it to get on first page of G for KeyWords like "TownCarpetCleaning".....so the video thumbnail sticks out on the page.

      Google "Las Vegas Roofing" or "Tampa Windows" to see what I mean.

      Don ALm
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  • Profile picture of the author Matt Lee
    If the business doesn't have a "purple cow" ... Then make one I'd find something about the business, that customers can relate to. Is it a family owned business? Then use that to your advantege. Do they offer green products? If so, spin it that way. NO residue left behind, pet safe, allergen free...etc etc.

    What im saying is, you're right there's not a whole lot that will separate Carpet Cleaner A from Carpet Cleaner B, but the idea is to use what you can.
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    • Profile picture of the author Huskerdarren
      Originally Posted by Matt Lee View Post

      If the business doesn't have a "purple cow" ... Then make one I'd find something about the business, that customers can relate to. Is it a family owned business? Then use that to your advantege. Do they offer green products? If so, spin it that way. NO residue left behind, pet safe, allergen free...etc etc.

      What im saying is, you're right there's not a whole lot that will separate Carpet Cleaner A from Carpet Cleaner B, but the idea is to use what you can.
      ************************************************** ****
      ZeroRez is a carpet cleaning company with a good hook. They are very convincing with the no residue left behind USP. Ever since I've heard it, I wonder if every other company that uses cleaning chemicals leaves residue that attracts more dirt.
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  • Profile picture of the author bizgrower
    Originally Posted by UKCopyKing View Post

    Hi Guys,

    I've been listening a lot to Seth Godin of late - Anyone who listens to Seth (I find him fascinating) will know the message he tries to convey is fundementally that:

    1) A business needs a story that fits in with the world-view of its target market
    2) A business needs a "purple cow" - something that really makes them stand out from the competition.
    3) A business needs to find a way of getting its customers to spread the story for them.

    So, to my problem .....I have a friend who is a carpet cleaner - he does a really good job - but I'm struggling to really come-up with a fantastic differentiators/USP for him.

    Every carpet cleaner alive will claim to do the best job, be the best value and will look after your carpets better - but none of these are unique.

    I can help him with number 3 on the list, but I'm really struggling to come up with a great story and hook that would get customers talking about his service....... This is unlike me, I'm normally very creative when it comes to USP's - Help

    Thanks

    Trev
    How does HE do the "best job"? Express his methods in more detail and better than his competition. Whatever applies and get the facts from him: The dust mite angle, sanitation, clean and fresh smell to the property, spot and odor removal, drying time, no chemical residue that new dirt sticks to so the carpet will look cleaner longer, equipment used and why better, appearance of employees/background check, care in moving furniture and decorations, industry certifications, awards, killer packages that will lead to repeat business and help customers' carpets last longer, referral program, killer satisfaction guarantee...

    Hopefully these will get your creativity flowing.

    Dan
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    "If you think you're the smartest person in the room, then you're probably in the wrong room."

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  • Profile picture of the author rawandrew
    How about creating a JV with a local nonprofit organization that has lots of traction in your local market. Offer to give them a percentage of each sale and tell the story to all your prospects. Tell them how a part of the money they give you goes to the nonprofit for a worthy cause.

    Or better yet, get the nonprofit to give you their list of donors from the area and maybe even write an endorsement letter for you, introducing the carpet cleaning services your friend provides.

    Plus you get to charge premium prices if you so choose.
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  • Profile picture of the author iamchrisgreen
    Have you heard anything by Jo Polish? He's the KING of carpet cleaning marketing.
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    • Profile picture of the author ewenmack
      Originally Posted by iamchrisgreen View Post

      Have you heard anything by Jo Polish? He's the KING of carpet cleaning marketing.
      He may of positioned himself as that and maybe sold the most training to them, doesn't mean his ready made ads are currently working.

      That last bit was the reason I got called in to fix the problem
      for one of Joe's clients.

      Once people have seen ads for carpet cleaning, they all blend in.

      They are saying 101 ways to clean carpet.

      The solution is not to use terms like carpet cleaning.
      Get out of carpet cleaning alltogether and into dust mite removal.

      He'll most likely be first in the market and hold that position.
      For the reader it's a new story they haven't seen before.

      Positioning, the battle for the mind
      By Al Ries and Jack Trout.
      is where you'll see the reasoning for this approach.

      Best,
      Ewen
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    • Profile picture of the author Biz Max
      Originally Posted by iamchrisgreen View Post

      Have you heard anything by Jo Polish? He's the KING of carpet cleaning marketing.

      Not anymore... he is now the king of marketing to carpet cleaners. All of
      his stuff is swiped from Dan Kennedy anyhow. Go to the source.

      Joe's ads for carpet cleaning are not that good or effective, anymore.

      I do have his "Piranha Marketing System". It is good but its all DK rehash.
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  • Profile picture of the author NewParadigm
    a big sales point i see now w/ carpet cleaning is environmentally conscious cleaning using natural products. no harsh chemicals etc....

    a great target is parents with babies/young children that spend a fair amount on the floor, and picking up objects/toys off the carpet.
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    • Profile picture of the author umc
      What method of carpet cleaning does he do? Is he a solo cleaner or does he have employees? Could he cater to a specific market (high end homes, pet owners, parents) or do some specific type of work (rugs or upholstery as opposed to general carpet cleaning)? What is his story as a business owner and how he got to where he is? There are many ways to develop a story.

      I will agree with others on Joe Polish. If nothing else, a listen to his "I Love Marketing" podcast would help. I've heard good things about his Piranha Marketing courses as well.
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      • Profile picture of the author maverick8
        if you cant find the purple cow in this business, i highly recommend that you or he goes and speaks with his clients. Get it straight from the horses mouth why he is so valuable and good as a carpet cleaner.

        If after that your cleaner is just the plain old same as all the other, you will then have to create the point of difference. I don't mean fabricate something that is a lie. I mean offer a value added bonus.
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  • Profile picture of the author candoit2
    Originally Posted by UKCopyKing View Post

    Hi Guys,

    I've been listening a lot to Seth Godin of late - Anyone who listens to Seth (I find him fascinating) will know the message he tries to convey is fundementally that:

    1) A business needs a story that fits in with the world-view of its target market
    2) A business needs a "purple cow" - something that really makes them stand out from the competition.
    3) A business needs to find a way of getting its customers to spread the story for them.

    So, to my problem .....I have a friend who is a carpet cleaner - he does a really good job - but I'm struggling to really come-up with a fantastic differentiators/USP for him.

    Every carpet cleaner alive will claim to do the best job, be the best value and will look after your carpets better - but none of these are unique.

    I can help him with number 3 on the list, but I'm really struggling to come up with a great story and hook that would get customers talking about his service....... This is unlike me, I'm normally very creative when it comes to USP's - Help

    Thanks

    Trev
    Go with the weigh loss "loser" angle.

    "We suck" more than the competition type of angle.
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