In this lesson I want to teach you an incredibly powerful way to become the first person a client thinks about when they need carpet cleaning. To begin, picture this TV advertisement…
A Mum and Dad walk out of a house smiling with three kids and jump into a new minivan. The voice-over talks about space for all the family.
Upbeat music plays as Dad starts driving.
The camera shows the kids in the back glued to headrest entertainment screens.The announcer praises the new safety brakes as the minivan pulls up to a traffic light.
When the light turns green, the dad puts his foot on the accelerator…… and a truck coming in the opposite direction runs the red light, smashes into the car and kills everyone on board.
The screen fills with a simple message: Buckle Up.
This ad was run in the US several years ago as part of a seat belt safety campaign. It was very memorable because it was so surprising. That’s what I want to talk about today. One of the biggest mistakes carpet cleaners make is to say the same things and act the same way as their competition.
They are boring and forgettable. If you want to stand out and be the first person clients think of when they need carpet cleaning, you need to be interesting. That’s what today’s task is about…
TODAY’S TASK: Don’t Be Boring
- Look at your competition. Make a list of the phrases and claims that repeat on their websites. For example, your competition might boast about cheap prices, affordable rates, etc.
- Make a list of statements that are the complete opposite.In this case, the opposite would be premium prices, expensive rates, etc.
- Now turn these opposite statements into a benefit. In this case it would be: We charge premium prices because our equipment is designed and built in Japan especially for expensive rugs. Now you are saying something different and you are unique amongst your boring competitors.
- Create catchy names for your services. The “One-Room Wonder Deal” is far more interesting than “1 Room for $29” …. and a time-limited “Triple-Treat Halloween Special” is more exciting than “ 3 x Rooms for $150”. Play around with alliteration, seasonal celebrations and everyday idioms to create some fun and memorable service descriptions to set you apart from ‘boring’ competition.