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How To Create A Great Direct Response Ad For Your Cleaning Business

Most advertising on TV, newspapers and magazines is “image advertising”, not direct response advertising. And as I mentioned previously, it’s hard to track the success of an image advertisement. This is why advertising agencies and people who sell ad space, LIKE this type of advertising, because they don’t have to take the blame if it’s not working. They’ll always come back with something like, “you need to run the ad repeatedly before people will respond to it”.

Most small businesses can’t afford to spend a lot of money on image advertising; they need sales quickly and they need sales consistently. For this reason, direct response advertising is a better investment for cleaning companies. But to do it correctly, you need to make sure your direct response ad has several elements.

1. Your ad must be highly targeted.
Do NOT send out a generic ad to everyone in your community that you think might need cleaning services. You’ll end up spending a lot of money on a huge list of uninterested prospects.

You’re much better off sending a message that addresses a specific “problem” that you can solve to a smaller, targeted group of prospects. For example; if you want to target high-end residential cleaning, don’t send your ad to tenants of an apartment building.

2. Your headline must be compelling and strike a nerve with the reader.
The headline is the most important part of your ad. People scan the headline of your ad and if it doesn’t speak to them, they’ll toss it right into the recycling bin.

Some people even use their logo or business name as a headline, or make it the most prominent part of the ad. This is a big mistake because people don’t care about your business – they care about how you can solve their problems. You should definitely have this information on the ad but they must not be the focus of the ad.

An example of a compelling headline is, “Can Your Cleaning Service Pass This Simple 2 Question Test?” Anyone who uses a cleaning service wants to know what the two questions are; so do you think they keep reading the ad? You bet!

3. Your ad must demonstrate value.
Now that you’ve got their attention with the headline, you need to educate them on the message, and that DOESN’T mean listing a bunch of features! When you explain how you are able to solve their problems, they’ll realize that you understand their pain. And when this happens, they’ll be more inclined to take action. Which leads us to the next step — telling them what to do next.

4. Your ad must make a compelling offer.
The worst thing you can do is make no offer at all — and you’d be surprised at how many people DON’T make an offer!

Your offer should encourage the prospect to take some kind of action and it should also remove the risk of choosing you. So directing them to call your 24/7 Free Recorded Message line for an important consumer education message is a great way to get them to pick up the phone and call, while removing the risk of having to talk to a fast-talking sales person. At the end of the call they’ll have the option of connecting to a “live” person or to leave a message. If you’ve done a good job of crafting your message, they’ll take the next step.

If you follow these simple guidelines for creating a great direct response ad, you’ll be one step closer to connecting with your prospects. And keep one more thing in mind. Testing is important. If the ad isn’t working, either tweak it or do something else. Ads aren’t good just because you think they’re cute and creative. Results are what makes the ad good, and if you get good results from an ad, keep using it!

If you are interested in direct response marketing materials that WORK, check out our website, CleaningBizMarketingMaterials.com

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Direct Response Marketing For Cleaning Companies – Part 2

It’s all about numbers when it comes to marketing. Yet most people don’t ever look at the numbers! Doesn’t it make sense to know that if you’re spending $XXX dollars, you’re generating $XXXX dollars in sales? How else will you know whether or not one marketing method works over another? That’s why it makes sense to track your marketing efforts. And it’s also why direct response marketing is great for tracking sales because you’re getting your prospects to take ACTION!

Let’s look at an example:

  1. John is spending $300 a month on his yellow pages ad.
  2. He is spending $132 a month on a personalized, 4-page newsletter that has several areas for him to promote his business by using coupons, testimonials, announcing a new service, referral programs, contests and more.

John is finding that when he asks people who call how they found him, very few say the yellow pages (maybe one or two a month), and they don’t always net a new client. Yet every time he sends out his newsletter, he generates coupon sales, responses to new service offerings, and referrals. He estimates his newsletter is generating and additional $1,000 a month.

Do you think that $300 a month yellow pages ad is worth it? How about the $132 a month newsletter? Needless to say, John didn’t renew his yellow pages ad. And this is why it’s so important to track your marketing activities — so you don’t waste your hard earned dollars on marketing methods that don’t bring you a return on your investment.

In Part 3, we’ll talk about the elements needed to create a great direct response ad.

If you are interested in direct response marketing materials that WORK, check out our website, CleaningBizMarketingMaterials.com

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Direct Response Marketing For Cleaning Companies – Part 1

Before I talk about how to make direct response marketing work for your cleaning business, I should probably define exactly what it is.

According to Wikipedia, “Direct response marketing is a form of marketing that is designed to solicit a direct response that is specific and quantifiable.”  In other words, it means you want your customers to take action immediately by picking up the phone or going to your website.  It also means that you can measure the results of your marketing effort.

A good example of direct response marketing is the home shopping networks. Most people don’t need “7 to 10 touches” before buying in this case, because they see something they want, the hosts of the show give them lots of compelling reasons why they should buy the item, and then they tell them exactly how to do it! They’re soliciting a direct response from the viewer.

But if you watch most television ads, you’re watching “image marketing” at work. They’re spending hundreds of thousands of dollars to create an image for their product or service, without doing much (if anything) to get you to take action to buy their product.

See the difference?

In Part 2 we'll talk about the numbers and why you could be throwing money away by not using direct response mechanisms in your marketing materials.

If you are interested in direct response marketing materials that WORK, check out our website, CleaningBizMarketingMaterials.com

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