[Mike Halliday]

Do you think customer don't care about the technicalities of the cleaning or if we use a portable/truckmount/bonnets....... all they want is clean carpets?

Or do you think they are thirsty for knowledge about what they are getting for their money?

I'm just redesigning my leaflet and I'm think of filling one side with very detailed technical information about how we clean, explaining how reverse osmosis water leaves the carpet with zero chemicals so no re-soiling etc.

 if The customer knew they had a choice, they can have a cocktail of chemicals left in thier carpets or 100% chemical free then they would choose chemical free.......but unless they are given the information they can't choose

I was thinking of using the heading..... 'THE BORING TECHNICAL INFORMATION OTHER CARPET CLEANER DON'T WANT YOU TO KNOW'

I have some very intelligent customers who even though are retired they were teachers and engineers, owned their own business...... They are used to technical information.

 I can see how a mother on benefits is not interested ( but she's not the customer I get)

[Chris waters]

I think some perspective clients would be interested in this information but I think there are people out there that just don't care. Personally I keep the information on my flyers quite brief  I feel it's easier to explain the benefits of my service and solutions over other cleaners face to face of phone to phone.
I just don't think a long drawn out flyer will hold there attention long enough.

[benny d]

TBH I think they just want them cleaned as well as possible, with a person they trust with whatever machinery they use, for a fair price.
I've done all sorts of things stating what I use etc, but I believe that they see a carpet cleaner advert, then its up to us to sell ourselves, and our cleaning procedures.

Ive come to the conclusion on advertising that "Less is More".

[davep]

They just want clean carpets. The amount of jobs I do where they say the last guy was overload on how big his machine wss.  Clean and dry is all they want.

[Chris waters]

Some cleaners are just over the top with truck mount this and encap that. The avarege joe just wants a professional service with clean carpets at the end of it.

[garry22]

Mike. without testing I cannot be sure but I suspect the word "boring" will kill it. A better headline could make a big difference.

I've been doing a lot of website testing lately and the evidence suggests that interested people will read every word. You just have to accept that "interested" may only mean a couple out of every hundred dropped. Then again, for "cold" leafletting, that's to be expected.

I presume one side will be for "skimmers" and the other side this detailed approach?

[Deep Cleaning Solutions]

Not like Mike to contradict him self is it! You confuse me!

[Shaun_Ashmore]

I think it has to be worded correctly but if you look at a newspaper see how it is sub headlined to break it up, you can get the information across but not in long paragraphs it needs to be more bite sized.

Shaun

[Daren Morrish]

Mike,

I reckon an area of your flyer dedicated to technical information is worth considering, but probably not a full side.

I also believe talking about your super portable / truckmount can be beneficial if approached correctly, i.e telling them about the benefits of your machinery in order to help them.

Imagine a plumber talking about his super new blow torch, you wouldn't be at all interested, but, if this 'new torch' guaranteed pipes never leaked, only used lead free solder (more healthy) gave a 5 year guarantee on all his work, you may see the reasons to use him slightly more.

Also i have no idea if customers are thirsty for knowledge, (would you be?) however if your flyers 'extra information' sets you apart from any competition it can only be a good thing.

Daren

 

[Hilton]

If I was looking at that I would say there is a reason 'other carpet cleaners dont want you to know' and its because its boring.


 

[Jamie Pearson]

I used to leave a leaflet with all the technicalities with my quote after a survey.

My theory being that normally it would be the lady of the house I was selling "the dream" to.

The leaflet would be to help her in gaining approval from the finance department (Husband) by showing them "The Science Bit".

I still do exactly the same thing on commercial projects as I need them to buy into the maintenance concept for the benefit of the building and staff at the Building Manager level but then have to give them the info to sell this to Finance by the way of life cycle costings and future saving.

If you look at TV advertising these days for cleaning product and health product etc they all get more technical than they used to. Dove Soap with its pH papers is still remembered by a lot of people.

In fact that could be a good test. Show them a pH test from a clean with product x using a small machine and the same with a TM and your RO water rinse.

How were you thinking of getting that info out to the customer Mike? 

[Jamie Pearson]

I think it has to be worded correctly but if you look at a newspaper see how it is sub headlined to break it up, you can get the information across but not in long paragraphs it needs to be more bite sized.

Shaun

Its called dual reader path and worth looking into further for those that don't know about it as its a really handy way to structure websites and any long copy.

I know my Mrs reads the headings and if it grabs her attention she says have a read of that and tell me what you think. She knows I will read every last word, then research anything that jumps out and then give her an opinion. (everbody knows what a geek I am) Thing is its really easy for people to pick up a tablet or phone and search "benefits of cleaning with RO water"

[Shaun_Ashmore]

The technicalities of your machinery is one consideration but also you can offer why it will 'fix' their carpet/upholstery problem, customers may be interested why you have better equipment but you sometimes have to spell it out to them ie more power will rinse the greasy traffic lanes or will dry carpets far faster.

Shaun

[Steve Chapman]

If you go to a mechanic, most of the time you are not interested in the technicalities of what they will do or the tools they will use, but are interested in if they are skilled / trained, insured, have the facilites and can guarantee you the work and also your car will be fixed & lovely to drive again!

If you were that interested in the details you would probably just do it yourself !

Steve

[Hilton]

I dont think anyone cares about all the gubbins, they dont show you the machinery that makes the soap on the adverts only the benefit and wow how patronising to assume the little women will only want the clean while the man reads the technical bit then coughs up, I suppose she waits at home with his pipe and slippers then prepares dinner before placing all that science stuff before him.I guess you only work for middle aged married couples then.  


Let me tell you how we used to get this stuff over to the customer and the neighbours, its a bit of a twist on five around they goes further afield.

We would call on Mrs Jones at no25 to clean her carpets in the normal fashion, we would then put through the letters boxes of 'every' home in the street a post card with words to the effect;

WARNING!!
Our super powerful carpet cleaning machine is being operated  by our exceptionally professional cleaning technicians at No 25.

If we are loud then we apologise but we need all that power to get the best possible results, bear with us, with all that power it will not take too long.

Feel free to pop along to see us in action or just for a chat about what we can do for you, while we are here we would love to pop in and give you a free no obligation quote.


Can not remember the exact wording but you get the gist of it and this really worked for us, they loved it, the post card was a bit quirky with a funny picture (remember the elephant) and once you 'drew' their attention to the noise and that you were there it brought about the interest.No need for technical gumph they get it that its powerful.  

[Mike Halliday]

It's a tough question

I can understand people just wanting clean carpets but I can't help thinking if they are wanting their carpets cleaned then they will want to know the technical stuff.

If you wanted hot water coming out of the taps would you just tell the plumber "we want hot water"

If the plumber turned around and said......." the best way to give you hot water is......"

Would you interrupt him and say "I don't care how you do it, just give me hot water" or would you listen to him.

I can have a nice fluffy leaflet on one side that catches the interest,then the back heavy with information, if they are convinced with the nice side great but if they want to know more it's there for them.

[Hilton]

Out of politness you not interupt him but you would be thinking to yourself 'just get on with it'.

[Shaun_Ashmore]

Former air wing commander Hopkins will read every last word if interested he will then ask for a formal quotation a firm shake of your hand whilst looking straight in your eyes then looking at the state of your shoes, that the kind of customer mike is after.

Shaun

[Jamie Pearson]

I dont think anyone cares about all the gubbins, they dont show you the machinery that makes the soap on the adverts only the benefit and wow how patronising to assume the little women will only like the clean while the man reads the technical bit then coughs up, I suppose she waits at home with his pipe and slippers then prepares dinner before placing all that science stuff before him.I guess you only work for middle aged married couples then.  

Actually, yes. Exactly that!

It is that kind of area I worked in.

Officers and lecturers, Retired RAF Officers, Businessmen and Uni Professors, out on the golf course (or in the club) all day while wife prepares the dinner etc etc.

Exactly the type of customers you want.

Nice homes, nice (well affluent) people, disposable income and appreciate for a good service (and good shoes), similar friends and good referrers.

We certainly did alright when we sold off that part of the business and so did the guy who bought it.

[Ian Gourlay]

It has been said the more you tell the mor you sell. You have been droping leaflets for years. Positioning Yourself as the EXPERT can do no harm , but unless you have been kidding us all these years your leaflets pull so why change aa that works for you. If you need more customers just increase number of leaflets you put out