Are You Ignoring This Goldmine Under Your Nose?
December 13, 2009 – 2:41 pmIn his best-selling book “Free Prize Inside”, author and world-class marketing genius Seth Godin reveals what could just be the most important hidden leverage point for your small window cleaning business (or any business) in 2010.
Can you guess what it is?
Design.
“Design is the single highest-leverage investment you can make”, argues Godin on page 157.
He points out that once you figure out that printing ugly cookie-cutter stuff costs just as much as printing cool, imaginative, persuasive, brilliant stuff, and that a disfunctional website costs just as much as a beautiful one, you’ll understand why design is so magnetic and available to all of us.
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Example: Your window cleaning company’s logo.
I had mine designed by a remarkable online service called Crowdspring, where professional designers fight over your money by bombarding you with brilliant and innovative designs. You pay up front, and then they all work with you over the course of a week or two to create something that ends up being 10 times better than a regular guy like me could ever come up with.
Here’s my Toronto window cleaning company’s logo, on the left.
I have heard many positive comments about it from my clients.
Why?
Well, it looks modern and sophisticated and maybe even a little elegant, and immediately sends some messages about the stability and credibility of my company.
All simply from its design.
And use a professional designer, like I did, but don’t give them a blank piece of paper.
Give them design direction, so that the final logo design will be the right marketing tool for your window cleaning target demographic.
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Godin adds that “of all the edges I know of, embracing amazing design is the easiest, the fastest and the one with the most assured return on investment.”
Ideally, design must also be “on the edge” to capture attention and interest, and build value into your services.
It can’t be boring. Can’t be also-rans. Can’t be cookie-cutter.
So, don’t be fooled. Words are important. VERY important. But design is huge, too.
But you’re thinking: “how can all this work for your window cleaning company?”
Here’s an example of an unusual marketing tool that has been very successful for my window cleaning company, in part because it happens to be aesthetically pleasing to look at:
In other words, it has some style substance; some design to it.
Design matters. It captures attention, and communicates to the reader on levels that words can’t reach alone.
Don’t ignore the goldmine it offers you.
Kevin
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