How is your company message? Can you describe yourself in one simple sentence to grab their attention? This is a great example: BMW The Ultimate Driving Machine. You may or may not like the product but the brand message is very clear and easily tells you what they do. If you confuse them you will lose them. The same could be said about content under the headline should they even notice and read your headline. Is it a laundry list of machine or chemical specs? That will bore them. Is it telling how great your company is? They have heard it all before. What then? Creating great marketing content means you must know your customer and their needs. These needs could be different for a customer renting an apartment or a nursing home to a high-end celebrity-type home. Once you understand your customers’ needs and you have selected your target market, then you can write copy that directly speaks to their needs. In other words, find the pain and then offer a solution to the problem. The renter wants a cheap cleaning to satisfy their rental agreement. The nursing home may have odor issues and a staff that’s unable to address more difficult challenges, so they need an expert to help them pass state inspections and keep residents and family happy. The upscale property also needs an expert to care for their very expensive items and provide the ultimate cleanliness to show off when they have guests.
Your ad copy should bring out emotion in the prospective customer. Simple changes in content can greatly change the perception in your customer’s mind. Which of these three words triggers an emotional response? Animal, fish, shark. So, the words and phrases you use are important, very important. What motivates human behavior? Love, fear, greed, pride, guilt. You get the picture. Now how do you incorporate these emotions into your ad copy to stimulate the reader into wanting/needing to know more about how you can solve their problem. Cleaning is your service but solving human needs is your mission and key to great advertising content.
This is an example I recently used. This was the before ad copy:
nanoMAXX combines Quantum Physics with carpet cleaning
This breakthrough changes everything
Green is now powerful.
Not bad but it could be better. This is what it was changed to:
Amazing New Discovery in Quantum Physics unleashes a new superior cleaning agent made almost entirely from edible plants
This discovery changes everything
GREEN is now Powerful!
So, a few word changes in this nanoMAXX headline made an ok title an exciting and interesting one. Remember, your title is the ad for your ad and if it’s lifeless, your ad won’t get read and your phone will not ring. At least not the way you want it to.
Written by John Klucznik,
Founder of Key Floor care & Restoration
Bonnet Pro, Encapsulation World & nanoMAXX
Less Water Consumption Encapsulation uses less water. Typically, each gallon of water will clean about 300 to 400 square feet of carpet. This reduces the overall water required to clean carpet.
Lower Moisture in the building. Less water applied to the carpet using low moisture methods allows for faster drying. Faster drying equates to less chance of bacterial action occurring with long “wet times” that can occur with hot water extraction if used improperly. Plus, the carpet is drier faster using encapsulation detergents with low moisture methods from Bonnet Pro, so you have less disruption to the building being cleaned. Read more
Often the scent of a cleaning product brings joy or pain to the carpet cleaner. Cleaning in a populated environment only compounds the issue. People are not shy if they don’t like a scent and will make a face or even scold you for being there, making it at least to them, stink. So, what do you do?
I remember cleaning a very large senior retirement community that we serviced about 12,000 sf per month to supplement their in-house cleaning staff. I remember the CEO walking down the hall and giving me the thumbs up and telling me it smells great. But I also remember for two years a pair of second shift nurses that every month commented “Oh, it’s you again” or “that smell”. They always said something negative as scent is subjective. Read more
So, let’s remember that encapsulation is the way a chemistry dries in our application. It is not a method but can be used with all methods like hot water extraction and all forms of low moisture cleaning for carpet and upholstery, with excellent results. May have falsely taught that encaps can be used for any and all machines and be effective, but this is not always true. Here is why. In the picture below you see a carpet filament between my fingers and it is small, very small.
noun / pronounced: fōm
Definition of FOAM
(Entry 1 of 2)
1: a light frothy mass of fine bubbles formed in or on the surface of a liquid or from a liquid: such as
a: a frothy mass formed in salivating or sweating
b: a stabilized froth produced chemically or mechanically and used especially in fighting oil fires
c: a material in a lightweight cellular form resulting from introduction of gas bubbles during manufacture
Not sure many of these definitions apply to us in carpet cleaning, but do you like your LM products to foam? A little or a lot for some, but is it helpful? I think we have become accustomed to the “look” of the foam reaction as it is generated while we clean, but in reality, it does little more than reflect more light before the bubbles structure collapses, giving us the very momentary look of a brighter carpet. I have been using Radical Rinse for months and love the way it cleans. But since it is a rinse, you get virtually zero foaming. This is good as spots are not disguised under the extra light reflecting off of the bubbles, possibly giving you a false perception of clean. The other day I used Omega Citrus to add some ProFresh scent to a job and boosted it with Radical Rinse and the foam was back. Personally, I like the foam as you just feel you are accomplishing more. It gives you the gratifying perception that you accomplished more then you really did. For as the foam dissipates, so does the extra brightness it lent to the carpet’s appearance. But in reality, it’s better to clean without it as you get real-time feedback to see if your cleaning pass was successful since you have no foam to cover up a potential missed spot.
So, to foam or not to foam? I still like it even though I know better.