Getting the phone to ring regularly is what we all seek. Making that happen can be tough because we tend to make simple mistakes that sabotage our efforts.
This is because it’s really easy to get so wrapped up in the day-to-day grind that we lose sight of the big picture. It’s almost unavoidable, so we just have to accept that fact and do our best to stay on track within our master plan.
So today I would like to get back to basics and tackle the 5 most common marketing related problems that keep us from having the success we all seek in our business. By keeping the following in mind, it should help minimize the issue and maximize our efforts.
1 – Not having a plan in the first place. The granddaddy of all problems is just winging it and seeing what happens. The problem with this approach is that it’s virtually impossible to measure what’s working and what’s not. After all, if you are just aimlessly making half-hearted efforts, there is no way to track your progress in any meaningful way.
Having a marketing plan doesn’t mean spending weeks locked in a room writing a manifesto. It could be as simple as a one page written outline of what you want to accomplish in your business. For instance my Cleaning 4 Profit marketing outline is scribbled on a notepad on my desk. It’s nothing fancy, but I see it EVERYDAY AS I SIT AT MY COMPUTER. This keeps me “on-track”.
2 – Trying to do everything all at once. I have fallen prey to this in the past, and the results are always the same. I feel OVERWHELMED and PARALYZED. The solution to this problem is to SIMPLIFY. For instance my marketing outline has only 5 items on it! By keeping it simple, I can focus on each one much easier, and you can do the same.
3 – Not being consistent. You are busy, I am busy, pretty much everybody is busy. This however doesn’t make for a very good excuse when it comes to marketing your business. Getting the word out you own a business IS YOUR NUMBER ONE JOB! This means it needs to stay on “top of your list” daily.
This is one of the biggest issues newcomers face when getting started. I learned this by talking to folks all the time here at Cleaning 4 Profit. They work their tails off in brief stretches but not over the long haul. You need to view marketing your business in a NEVER ENDING sort of way. There is no finish line! You just work.
4 – Not thinking through the costs of marketing your business. You don’t need a ton of money to promote your cleaning business, but you do need some. This lack of cash leads folks to spend it all at once, and hope the phone rings and they get an account BEFORE they run out of money. This approach DOES NOT WORK.
At the end of the day you need to spread out the cost as much as possible so that you can continue to get the word out you own a business and are actively looking for customers. For instance running an ad in the paper for two weeks is as good as tossing it down the sewer. Effective ads are run for WEEKS and sometimes MONTHS at a time. This is the only way they work over the long haul.
So unless you have the budget to stay in the game that long you are probably better off going the lower cost routes of creating either a house cleaning flyer or commercial flyer then handing them out. You can also visit real estate offices, create some goodie bags or other low-cost methods of promoting your cleaning business.
5 – We don’t speak our customers “language”. Every piece of marketing material you create needs to whisper the right set of words and phrases into the customer ears. This means you can’t puff out your chest and speak about YOU, and why you are so great. You instead need to speak about HOW YOU CAN HELP THEM.
This may seem subtle, but it’s HUGE. This is because the customer doesn’t care about you! That may come as a shock to many of you but it’s true. They only care about what you can DO FOR THEM. All your marketing material needs to promote what you can do for them and then create an urgency for them to call you. Pretty simple, but most mess it up.
Well, there you have it. Some practical advice for keeping your ship pointed in the right direction. Don’t beat yourself up if you get off track from time to time, just make sure you correct course every now and then. If you do, you’ll be just fine!
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