The May issue of CM/Cleanfax® magazine is now available online, featuring Steve Marsh''s Single Truck Success article on how traditional advertising does not work.
Marsh states that using traditional advertising as your vehicle to make money is like trying to drive to Hawaii from California — a car is the wrong vehicle; it doesn''t matter how nice, fast or expensive it is, a car is not going to get you there.
He notes that we tend to think that we just haven''t found the perfect combination. Ads are visible to the public, so if you did come up with one that works, your competitors will copy it until it is no longer effective.
Marsh adds that the answer is to acquire loyal customers who regularly repeat and are willing to pay a fair price for service and professionalism.
According to Marsh, building a clientele requires a much smaller pool of consumers, and once you build that group, referrals provide your growth and stability.
Steve Marsh is the creator of the Be Competition Free Marketing Program. He is a 30-year veteran of the carpet cleaning industry, an IICRC-approved instructor, and a Senior Carpet Inspector. Marsh is a marketing and business consultant who provides a turn-key program for attracting better customers. For more information, log on to www.BeCompetitionFree.com.
Click here to view the digital version of the May issue.