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The priceless Window Cleaning Marketing lesson from Prego Spaghetti Sauce

September 1, 2010 – 12:55 am

What?

Watch this 17-minute presentation from Malcolm Gladwell at the TED conference, and it will make sense, I promise you. If you are trying to sell your window cleaning services to a unique group of people (which you are), then you are going to find this video fascinating, because it contains some vital marketing truths.

Marketing truth #1: People don’t know what they want until you give it to them as an option.

Marketing truth #2: There is no perfect window cleaning service. There is only subjective enjoyment and preference.

Have a thought on these two truths? Please leave a comment below!

Kevin

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Do you tell yourself either of these 2 lies?

August 26, 2010 – 10:31 am

Lie #1: Your customer base is cheap.

Why else wouldn’t they want to use your amazing services?

Here’s one reason why: Maybe they don’t see any value in what you’ve got. You haven’t given them a reason to care, and they don’t think they have a problem that requires your solution. Maybe it’s time to focus more attention on selling the problem , as Seth Godin recently put it.

And by the way, you’re cheap, too.

With at least some products and services, and probably most of them. We all are. It’s how we manage our finite resources. We spend on stuff we care about, and don’t spend on stuff we don’t. If your customer base doesn’t care about window cleaning enough to invest in your company’s services, then blame yourself for at least part of that.

Lie #2: Your competitors are hacks.
How else could they dominate the local marketplace?

Listen, just because they are landing jobs that you didn’t get, doesn’t mean that they are hacks. Maybe they’ve realized that the Q-tip treatment you offer is something that no one cares about. Are their customers happy? Do they keep telling you that they are?

If so, then how can you insist on believing that your competitors are a big bunch of losers? Maybe they’ve just figured out that obsessing over workmanship isn’t the key to landing these jobs, and that doing a mediocre job for low prices is providing the most desirable solution for their (and your) client base.

Why haven’t you figured this out?

I’m sorry if this sounds harsh, I’m just trying to help.

When you demonize factors beyond your control (like the competition and the “nature” of your consumer), you give yourself permission to fail. Snap out of it.

Kevin

P.S. If you enjoyed this blog post, enter your name and email in the box on the right, and once a week you’ll receive an update with the latest articles. Have a great day.

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Announcing the 1st Annual “Squeegeenomics Experience”

August 18, 2010 – 7:49 pm

Okay, it’s official!

I have decided to host the Window Cleaning Industry’s very first Window Cleaning Marketing Event in Los Angeles, CA, January 14, 15, 2011.

The event is billed as the “Squeegeenomics Experience” and will be completely focused on helping you effectively, powerfully, and profitably marketing your window cleaning company.

Is the Squeegeenomics Experience something that can help you?

Well, let’s talk about your window cleaning company for a minute.

Is it performing like you hoped it would be by now?

Is it becoming more and more profitable for you?

If not, is it finally time to focus more attention on your marketing?

Ask yourself a few quick questions:

1. What kind of marketing materials are you using now?
2. How do you know if they’re working or not?
3. How much effort have you put into understanding your target market? What makes them tick?
4. Do you really know what your target market is expecting from you?
5. What do you think they wish you would do differently for them?
6. How can you create more value for your window cleaning services, so that you can charge more?
7. How can you create more persuasive marketing messages and tools?
8. How can you develop and use a working Marketing Plan?
9. How can you finally overcome your fear of Photoshop!?

Good questions, right?

If you’re looking for some answers, then you’ll want to grab a ticket right now to the Window Cleaning industry’s very first “Window Cleaning Marketing Conference”, being held in January 2011, in Los Angeles, California.

At the end of the 2011 “Squeegeenomics Experience”,
as a Premium ticket holder, you will:

• Feel motivated to work less and earn more by boosting your hourly rate
• Be closer to achieving your immediate window cleaning business goals

• Know how to intimately understand your target market
• Feel equipped to deliver more value to them
• Feel empowered to charge more $ for your services
• Be using a detailed, understandable Marketing Plan
• Have edited and customized a Photoshop template
• Have expertise in Luxury Marketing messaging
• Have expertise in Pricing Elasticity

• Have got to known fellow marketers
• Have experienced 12 hrs of Instruction
• Have taken a 60 minute “field-trip” through Beverly Hills
• Be a “Certified Marketing Scientist”

Platinum ticket holders will also:

• Receive a DVD video recording of all Squeegeenomics Experience sessions
• Receive a brand-new copy of “$600/hr – Squeegeenomics Edition”
• Receive a detailed Sneak Peek at “Project Profit”

If this sounds like something that you would like to be part of, and absolutely NOT miss out on, then grab one of the limited-spots available. This first ever Squeegeenomics Experience will close registration when the class size reaches 50. This is not a misprint, only 50 tickets will be sold, so don’t miss out!

Please note that your name will be published upon registration completion, for other attendees and prospective attendees to see.

Your bottom-of-the-cookie-jar Money-back Guarantee:

Register right now for the Squeegeenomics Experience, and complete payment to secure your spot.

Arrive for the training on Friday afternoon at 1pm to listen, learn, and get involved with the entire class. Come on Saturday, too, from 8:30am – 5pm, and absorb the entire Squeegeenomics Experience.

If, at the end of the Squeegeenomics experience, you don’t feel empowered and motivated to get on track with your company’s Window Cleaning Marketing efforts, I’ll give you your money back.

I’m Kevin Dubrosky, and you have my word on it.

P.S. The 2010 Window Cleaning Mastermind Session held in Reno, NV, was a big hit for the attendees, who felt that they had received fantastic value for their 4-hour session. Here are comments from two of the attendees:

The Squeegeenomics Experience includes 12 hours of sessions, and the Platinum ticket comes with value-packed bonuses, too. Overall, this is an experience you can’t afford to miss.

Do you have any questions? Reservations? Please don’t hesitate to contact me by phone or text at 416-859-3171, and if you miss me, please leave a message, and I’ll get right back to you. Or if you prefer, email kevindubrosky@gmail.com

The Squeegeenomics Experience may not be right for you. On the other hand, it might be exactly what you need for your window cleaning business.

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If I were to host the first ever “Window Cleaning Marketing Conference” in January 2011, in Los Angeles, would you want to come?

August 18, 2010 – 3:50 pm

I’ve been seriously considering doing something like this for a couple of years now.

Lots of cool Window Cleaning industry events are being held around the country, including this weekend’s NOLA Window Cleaning Event. They are awesome to attend, and you always learn a ton of stuff, as well as get to chat face-to-face with countless window cleaning colleagues who have similar goals to you. WCR has been enormously generous in making these kinds of events happen for a long time now, for instance.

My question is this:

If I were to host a Window Cleaning Conference that was 100% focused on Marketing your Window Cleaning company, would you be interested in attending?

What if it was in January 2011, in Los Angeles?

Please leave a comment below, and let me know.

Thanks.

Kevin

P.S. I am very serious about this. I even have a couple of prime locations picked out not far from Beverly Hills. Think about it, and let me know below.

Posted in GOOD Window Cleaning Business Advice | 4 Comments »

The Hourly Rate Lie

August 15, 2010 – 11:37 am

At the beginning, you are supposed to be earning between $15-$30 every hour.

After some time, when you get good, you’re supposed to be earning $30-$50 per hour.

Once you’re at the top of your game, you’re supposed to earn $50-$75+ per hour.

Wrong.

Snap out of it. There are no rules. There are no limits. There are no reasons why you have to experience some long, drawn out income/profitability curve.

Business owners will tell you that the road to profitability must be a slow, methodical one, punctuated by “putting in your dues”, and “keeping your nose to the grindstone”.

Well, they’re sort of right.

Right about the hard work part, and right about the focus part.

They are wrong however, about the long wait for substantial profitability.

Why can’t you earn $75/hr on your first window cleaning job? Why can’t you earn $100/hr?

Stop assigning yourself a low hourly rate, with the plan to slowly but surely raise it over time. Instead, focus on delivering maximum value to your target client base starting NOW. Figure out why they need your company’s services, how your window cleaning services make their life easier and better, and then tell them all about it.

Price based on that value, and then deliver it conscientiously as quickly as you can. One of the great secrets to pricing your window cleaning services properly lies with understanding this formula.

Has anyone ever told you that you are “worth” charging $100/hr? I doubt it.

How about $150/hr? Ha. They’ll fight you on it.

Don’t listen to them. Listen to me, instead. I want you to succeed. I don’t resent your business success, and I don’t jealously fight your efforts to surpass the profitability/income potential of your closest friends or family members.

Remember: No one needs to give you permission. You simply have to learn how to manufacture and deliver enormous perceived value.

Kevin

P.S. If you enjoyed this post, then you’ll love my new book $600/hr.

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