Developing Your Marketing Message
When people ask you “what do you do” how do you respond? Do you launch into a long and boring description of your power washing services like most people do? I go onto other power washer’s web-sites and all I see is – we do this we do that. Well…
…here is a news flash for you:
People don’t care about you or your power washing business. All they want to know is if you can help them!
Let’s be honest – people are generally selfish and self-serving. You can argue about this all you want, but fact is most of us walk around thinking “What’s in it for me”.
We are all tuned into "WIIFM" (What’s In It For Me) radio station. But for some reason when we are talking about our power washing business to others, we forget about this and broadcast on station “WWD” – What We Do.
You may have the best power washing service on the planet and be the best power washer out there – but, the fact is, if you can’t describe what you do in a way that people “get it” your business will dry up and die from lack of clients!
But if you are like many other power washers you often struggle with finding a clear and concise way of describing what you do because most of us simply say “I power wash” or “I’m a power washer” that in no way tells me how you can help me. Remember I (the prospect) want to know what’s in it for me.
That is exactly why you need to develop a Marketing Message!
So, What Is This Marketing Message?
The term “message” in itself implies a communication that is received and understood. Your marketing message is what grabs your prospects’ attention, tells them how you can solve their problem, why they should trust you and why they should choose to do business with you over your competitors.
You will use your marketing message in all your communication with referral partners, prospects and clients. You will use it when you network. It will be printed in your brochures and posted on your web site.
Here are samples of Emotionally-Charged Words you can use in your Marketing Message.
Concerned, Awkward, Tired, Frustrated, Disturbed, Petrified, Disappointed, Inundated, Terrified, Anxious, Plagued, Frightened, Disenchanted, Aggravated, Perplexed, Stressed Out, Discouraged, Disheartened, Overwhelmed, Irritated, Forced, Frazzled, Annoyed, Strained, Worried, Desperate, Obligated, Burdened, Hungry, Worn Out, etc.
Before you can craft your Marketing Message, you need to figure out what your “Unique Benefit” is. What are you really selling? Or, more importantly, what are your clients really buying from you? Why are they spending their hard-earned money with you? One thing for sure – they are not buying what you are doing! They are buying the RESULTS you offer them.
If you read our article “What is your Uniqueness” you will know that my “Unique Benefit” is that I protect your home with our Plex-Master surface sealant after I wash it.”
According to researchers and psychologist here are the top ten things people really buy:
- Make more money
- Saving money
- Saving time
- Avoiding effort (not have to do it themselves)
- Eliminating pain (physical, mental, emotional, spiritual, financial)
- Being desired
- Being accepted and loved
- Being popular and gaining praise
- Being Healthier
- Having more comfort and pleasure
People desire and buy based on one of those desires. Which one exactly will vary based on their social-economic status and current situation in life. What’s really important in order to make your power washing service irresistibly attractive to your audience – you must address these core desires people already have!
Remember – People don’t need to (and don’t want to) understand what you do; they just want to FEEL UNDERSTOOD!
One of the top reasons Homeowners are choosing and willing to pay more money for power washers that use EnviroSpec products over the splash and dasher (no hard feelings..) is that the consumer is educating themselves and wising up to this group who are using bleach or sodium hydroxide and destroying the finish on their homes, killing their flowers and etching their windows. Glass De-Etch, Use Part #ZPGDE
Join the thousands of professional power washers using EnviroSpec products that are charging up to 5 X’s more than the splash and dasher and getting the job just about every time! What would you rather do, wash five houses for $99 each and constantly struggle to get buy or one house for $500 and grow your business?