Tips on Advertising a Carpet Cleaning Business
Most ads are based on low price. Using a competitive price is a good way to gain attention. However, it confuses your prospect when all advertising messages they see are based on price. She wonders what makes your company unique. Use this to your advantage.
How you can differentiate yourself from the competition
Its your job to tell your prospect how you are different. You have to develop a unique selling proposition (USP) that is completely unique to your company. It states what you do that it different from any other cleaner in your market. Spend some time figuring out what you do thats different.
To create a USP, ask yourself: What do your clients say they like about your service? How do you make your clients feel? What problems do you solve for your client? Having a USP other than Were Cheap will tell your prospect that youre different from other cleaners. Youll be able to charge higher prices and book more jobs.
The difference between benefits and features.
Give benefits. Benefits are the reason why your client calls you. She doesnt want carpet cleaning. She wants her home to look beautiful. She wants her family to be healthy. She wants her friends to praise her for having such a clean home. What she is really buying are the benefits.
Features are what you actually do. For example, youll steam clean, deodorize, use prespotters, etc. The client doesnt care about features as much as benefits. The best way to use features in a great advertisement is to give reasons why your benefits are true.
Suppose you said, Youll get the guaranteed absolute cleanest carpet in town. This is a pretty decent headline. The first thing the reader thinks in her mind is, Really? How? Then shell start to scan your ad. If you dont give her a reason why your benefit is true, she wont believe you.
If you backed your headlines benefit up with features of why shell get the cleanest carpet in town, youve won. Your ad will be more believable because you didnt leave the reader hanging. Youll have a very successful ad.
Say something different with your advertising. Dont follow your competition. Chances are, they couldnt advertise their way out of a paper bag. With a little effort, it will be easy to out-advertise them.