Problem #1: Too much WE & ME. Not enough YOU & YOUR in your card
You don't get and hold someone's attention by talking about yourself. You get and hold it by talking about them. Your prospects and customers don't care about your company, your successes, your equipment or even your new "system".

They only care about themselves. They want to know 'What's in It For Me?' and they want to know that immediately -- or they will just stop reading.

Solution #1: Focus on what your customers really want
You need to use phrases like YOU get, YOU will receive, YOUR problem, YOUR benefits, YOUR solution, YOUR savings, YOUR gift, etc.

This is a hard lesson to get your mind around, because service business owners tend to let themselves become so close to their services, that they mistakenly believe that their prospects/customers will be just as interested in their services as they are. Not true.

Of course, there is a point when you must tell them what is so special about your service and your company. But you do that from their perspective--in terms of what it will do for them.

You must describe how your product solves their problems. You must describe how much better their lives will be once they are using your service. Every positive thing you want to say about your service or company can be said in terms of how those things will affect them.

Problem #2: Too many thoughts and offers for 1 postcard or letter
People can only hold ONE thought in their heads at any one moment. It's tough enough to get a prospect or customer's attention to begin with, but to expect them to grasp and hold more than one thought or offer at a time is expecting a lot. Once they have gotten to your second thought, they have erased the first one from their minds.

Solution #2: Focus on only one offer at a time
When you are prospecting, focus 100% of your marketing piece on your prospecting offer -- nothing else. If you are trying to convert to a sale, focus 100% of your message on that conversion.

If you want to make a backend sale (more sales after the first one) then focus your marketing piece 100% on that backend sale.

Don't try to do a little bit of this and a little bit of that. It rarely works.

If you want them to consider purchasing holiday carpet cleaning with a $25 off certificate, then that is all you should be doing in this marketing effort.

If you want a referral, then focus only on getting the referral.

If you want a testimonial, then focus 100% on getting the testimonial, etc. Most people want to kill 6 birds with one stone -- it can't be done. One stone -- one bird.

Problem #3: Discount Certificate for a Future Purchase Advice to burn in your mind . . .

Any time you ask your prospects or customers to take some action, you are going to be met with resistance. People are busy. They are easily distracted, forgetful, and they love to procrastinate -- and that's with activities for themselves. They will take even less effort for someone else, especially a business.'

Solution #3:
If you want your customers to apply a $25 Discount Certificate to a future purchase of your services, then you must send them the Certificate later, at the time when they may be ready for another purchase.

Then you can follow-up with a phone call a few days later. When you mail them that Certificate, that should be the only thought in that mailing. Remember, one thought at a time -- one stone -- one bird.

Problem #4: Asking Your Customers to Give You Referrals in a Cumbersome Way

If you are asking them to think of someone who might have an interest in your service, and then have them speak with those people about your services. They also have to tell their friends how to get in touch with you if they are interested. That's a lot to expect-- most won't do it.

Solution #4:
If you want to get referrals, create a referral card -- in the format of a post card -- offering a free info-kit that includes lots of information about your product.

Your customer can just hand those cards to their friends. Then, any of their friends who want more information can just fill out the card and drop it in the mail or call you for the free info-kit.

This method makes it easy for your customers to refer you. There's nothing for them to do but pass out your post cards announcing your free info-kit offer.

Very easy. Quick and painless.

Don't forget that you could also ask them for referrals right after the sale.

********************************************************

SPECIAL NOTE: (incase you missed it this special offer in our Cleantip #51)

An outstanding advertising specialist in our industry, John Braun, who really understands the power of this marketing concept, has just written an outstanding 12 page report exclusively for his customers, titled:
"How Any Cleaning Company Can Double Their Business with Postcards", and has graciously allowed me to offer our readers a copy at no charge for a limited time.

Just fill out the form below and after successful completion, you can download the pdf on the next page.