Helping the New guys.

I agree Brian, I did the excact same thing 20-years ago and it still works today. After feature story ran in local newspaper, I ran a 5×7 ad on Sundays (in the women’s section) it made the phone ring Monday, Tuesday, and I ran another ad (saying something different, so they had to stop and read it) on Wed. that made the phone ring Fri. Sat. Also, most all my operators in Florida have joined a local Chamber or leads group, Chamber members like doing business with other chamber members.You also can get for free or a small amount of money, a mailing list of all chamber members. Let me just say, you can not just join the group and do nothing, you must be active and go to meetings once a month.

It would be wise for every new franchisee to send a short letter to everyone they know informing them that they are in the carpet and upholstery cleaning business. The letter should be short and to the point. Let them know you want to clean their carpet, upholstery, wood floors, or tile and grout the next time they need it cleaned. Many of these people will be you neighbors, friends, or relatives. They will use you because you are you. With the initial purchase of the franchise you receive Heaven’s Best letterhead and envelopes. They do not do you any good sitting on the shelf. You need to use them. One hundred stamps will cost you $44.00. Send out 100 letters to people you know. Many of them will use you because they know and like you. Many of them will pass your name along to other people they know. This is a great way to get your name out to people who are happy to help you succeed in the business. The letter could go something like this:
Dear Sam,
I just wanted to let you know I have purchased a carpet and upholstery cleaning franchise called Heaven’s Best. It is a unique low moisture process which will allow your carpet to be dry in one hour after the cleaning. Heaven’s Best was established in 1983 and has been named Franchisor of the Year, by Franchise Business Review, every year for the past five years. Please keep me in mind the next time you need your carpet or upholstery cleaned. We also do a great job cleaning hardwood floors, and tile & grout. I hope to be hearing from you soon. I have enclosed one of my business cards for your convenience. Please call me about our introductory specials.

Sincerely,

Your name

Bill & Jessica,

One of the things I learned about newspapers years ago is, If they are taking your money, that means they are working for you. All newspapers have ad executives or manager of accounts. You need to sit down, one on one and talk with them about what you are trying to acomplish with your ads. Let them know that you plan on being a steady customer but they must make the phone ring. If the phone does not ring, they should help you rewrite the ad or put it in different section of newspaper until they find what works. Now remember it’s their job (getting paid to do this) to make your phone ring, but it’s your job to close the sale. I had an account executive 20 years ago who recommended that we change the text in the ad every week, that makes people stop and read your ad because thay become aware that you are saying something different every week. ( it worked, we talked a lot about educating our readers on low moisture, black mold, deodorizers, etc. etc.) We have a local Toyota dealer who puts in sports triva every week (has nothing to do with selling Toyota’s) but I read his ad every week. (not sure though if I will buy Toyota????). The window for carpet cleaning is generaly once a year, so you must be consistent with your ad and keep running it for the long haul, one two or even three months is not long enough. you need to put together a yearly budget for newspaper advertising, If done correctly it will work!!!!!
Hope this helps.
Ron