guys
thanks for your comments
carpets cleaners don't work the backend as much as they should, and i think if more did we all would be in a better position.
The more we market and the better we do it the bigger the market gets. lots of products and service are built on selling a message that increases the demand for it. carpet cleaning needs lifting up peoples spend list.
I can only repeat myself as regards Fast track. it great but limited, and Robert or Joe don not own "direct response marketing" newsletters are part of this way of marketing.
it so easy to put a newsletter together and its just a mater of getting content from the web. just like Robert does. why pay for something when the person selling is getting it free. no disrespect to Robert.
I can understand you comments on giving stuff away to other cleaners, but I have four other cleaners in my town and i don't see any marketing from any of them. in fact i get more from fast track guys out of town.
The more we all market the closer we get to the point where we have to start developing a USP. take Yellow pages for example. they are giving free of charge 0845 numbers to everyone and also you don't have to put your address in your advert.
this as i am sure you know will mean that if many take this up will mean that you will be quote up against cleaner from outside your town as prospects will not know who is local anymore.
so what will prospect choose between? USP offers etc. just look at your yellow pages and think how prospects choose. the answer is look for the local guy. how do they do this? addresses and phone std codes. take these away and how will they now choose as things stand?
I am sure you don't want a book full off fast track adverts? showing people that direct response is not owned by Robert or Joe will give greater choice.
This sound heavy but thinking ahead has to benefit us and save cleaners money from making mistakes with their marketing money.
When i first started to have contact with Joe polish he was teaching how direct response works and how to use it to develop a USP. Robert has taken what works and teaches cleaners how. this is the way franchises works. and it has it followers plus it works very well.
I think many have the impression that direct response is this copycat way. not the unique positing way that is the real way.
Joe learnt everything by paying Dan Kennedy. Dan works in as many different products and service areas that you can name. all working to the rules of direct marketing. but you will not see direct copies just the use off basic rules.
in fact taking what works for other business in different services or products and adapting it the carpet cleaning is a great way to develop a USP off your own. that's how i have done it. when i when to Joe's boot camp in 1999 i went not as a carpet cleaner but as a maid services provider.
respect
ian harper
