WindowCleaningBusinessCoach.com

Bring On The Rain

“Rain, rain, go away, come again another day.” Or don’t.

Rain is annoying when you make money by cleaning windows. And since you do, it’s annoying for you.

In fact, beyond annoying, it can be downright discouraging. Unless, that is, you look at it for what it is: An opportunity.

An opportunity to design a new window cleaning flier/webpage/thank you letter.

An opportunity to watch a window cleaning marketing seminar on video.

An opportunity to read an important business or marketing book.

An opportunity to devise a strategic, purposeful, intelligent marketing plan.

When you think of it like that, there’s only one thing to say.

Bring on the rain.

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Secret Video Snippet: Window Cleaning Marketing Seminar

How do you charge big bucks for window cleaning?

What if people think you’re not worth it?

How much are you worth?

How do you customize offers for your target demographic?

These are some of the questions that I answered in this Window Cleaning Marketing Seminar that I was invited to present at the AUWC East Regional Event last November. There is another one coming up in Pittsburgh in October 2009 that I’ll likely be at, too, if you’re in the area.

More details are here: http://auwc.org/

Here’s the video (ignore the comment at the end about providing your email address, this is an old clip)

Sorry that it’s a little wobbly in parts, too…it wasn’t even going to be recorded officially, and this recording was generously shared by an AUWC member in attendance. Thx Linda!

Providence RI AUWC East Regional Event from wcbusinesscoach on Vimeo.

I’ll just give you part 2 in another post , without asking you to give me your email address

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If Beautiful Women Don’t Stare At You

“If it’s not the best roast beef sandwich you’ve ever tasted, we’ll eat it!”

“If every beautiful woman on the street doesn’t stare at you when you drive by in this car, bring it back and we’ll buy it back from you anytime in the first week!”

“If you don’t feel like a million bucks when you wear your new boots from us, just send ‘em back for a full refund!”

What do all of these statements have in common?

They provide risk-reversal. They attempt to eliminate that pesky voice in the back of your clients minds telling them that they might be on the verge of getting ripped off.

Extensive studies (and even these quick examples above) have proven that sales increase substantially when the risk is assumed by the seller.

Are you removing your clients risk?

If not, better start today. And in case you’re wondering, no, it will not create a stampede of con-men rushing to use your window cleaning services, in fact, the opposite will happen.

People simply want to know that they could call you on your bluff, but they almost never will. And for the one out of a hundred that do, you’ll have gained 30 that didn’t.

For a good example of how to remove risk, check out my Toronto window cleaning company’s website, and note how the guarantee at the top of the page completely removes risk, which incidentally, persuades many of our new clients to take the leap of faith and roll the dice and hire us.

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What Is The Primary Purpose Of Your Business?

How would you answer that?

A couple years ago, someone posed that question to me, and an immediate response purcolated to the top of my mind:

“To provide my clients with exceptional window and gutter cleaning services!”

Wrong.

What was your answer?

Here’s the correct answer: To generate profit.

No profit, no business. The primary purpose of every single business, including your small window cleaning business, is to generate profit, and as much of it as possible.

What are you doing today to maximize the profitability of your window cleaning business?

What would you say is the best way to do that?

If you said “marketing”, then you’re right. Keep at it. After all, that’s the whole point.

Of course, once you get good at that, you end up creating all kinds of other problems, like whether or not you’re worthy of earning more than you earn right now.

Good problem to be tormented by, without question, and one that requires major mental overhauling for most people, including myself. We’ll call it the curse of understanding the primary purpose of your business

Kevin

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The Trick To Finding Sweet Images for Your Window Cleaning Marketing Purposes

So you need a new image for your next window cleaning marketing piece, and you are smart enough to locate an online treasure trove like iStock or StockExpert.

Now what do you do? How would you go about sifting through and selecting the right image from the bazillion possibilities?

Instead of doing what most of your competitors do and entering keywords like “window washing” and “window cleaning” or even just “windows”, be a little more creative and think about why you are using images in the first place…

Go ahead…answer that question: Why are you using images in your marketing anyway?

What did you come up with?

Here is one big fat reason: Because images are powerful emotion-evokers. And people spend money because they experience emotions, not because they think about ideas and stuff.

Easy, eh?

Now all you have to do is think about who is gonna see the image, and what emotion you want them to feel. Pride? Jealousy? Worry? Fear? Guilt? Love?

Figure out which one will help the message that you’ve already crafted (already, before you’ve selected the image), type that keyword into the search bar on the stock image website, and WHAMMO, you’ve got a torrent of creative juices hurling towards you at breakneck speed.

The lesson: When selecting an image for your marketing, think of the emotion you want to evoke, and the target demographic that will see it and then search those keyword combinations.

“elderly fear”

“middleaged love”

“man frustration”

“woman pride”

You get the idea.

Try it next time you’re looking for a sweet emotion-evoker and I guarantee that you’ll be swamped with great designs that you couldn’t have dreamed up yourself in 3 weeks as a result.

Here’s an interesting example of how this could all shake out:

http://windowcleaningbusinesscoach.com/secret/index.php?topic=19.0

(You can check it out for free, no sign in or anything required)

P.S. To get an image even more specialized for your target market, try adding  race information. You’ll get an even better result.

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