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Whats In Your Tool Belt Jan 2014 Newsletter

What’s In Your “Tool Belt”?
By Joe Polish, Founder and President, Piranha Marketing Inc.

What's in Your Tool Belt? By Joe Polish, Piranha Marketing Inc.When you started your carpet cleaning business, did you realize that next to being a great cleaner and having awesome customer skills you’d need to learn how to be a great marketer? After all, it doesn’t matter if you’re the best carpet cleaner in the world with top-of-the-line equipment and the greatest customer service ever, the fact is, if you have no customers calling you up to use your service, you won’t be in business for long.

And just as carpet cleaning requires the proper tools in order for you to be proficient and effective, as a marketer of your services you also have “tools” that are critical to your success – tools that facilitate the job of bringing in money like clockwork.  

But, since you wear so many hats as a small business owner, it’s easy to get overwhelmed with the job of marketing. Included here are three ways to prioritize and organize your marketing tools so you can be sure to keep them handy and accessible.

Your Tool Belt…Everyday Access
Your marketing tool belt is something you use daily; this contains your core marketing systems.  These are the tools that are always working for you around the clock to bring in business and keep your cash flowing.

The tools in your marketing tool belt could be your web site, effective front-end social media marketing, free samples or information about your services, marketing emails, videos, texting, confirmation calls, flyer deliveries, direct mail campaigns, “thank you” calls/letters, webinars, teleseminars or whatever else you have in place that drives ready-to-buy leads to call you every day, eager to use your services.  

The thousands of professional cleaners I’ve worked with over the past couple of decades who consistently use these tools are the most successful in their marketplace. But, it’s also important you don’t overlook the tools in your “tool box.”

Your Tool Box…Frequent Access
Don’t let the importance of the tools in your tool box slip through the cracks. I’ve had clients report as high as 45 percent of their monthly business coming from repeat and referral business by simply making sure they regularly use these tools. You might not need to access them every day, but you still need to put them to use often.

Make sure you are implementing a monthly client newsletter, posting blog posts on your web site, updating testimonials/reviews both online and offline, using social media to stay engaged and top of mind with your clients as a “reminder” program, an “I Miss You” campaign and a referral program.

By regularly using the tools in your “tool box,” you will see massive and consistent growth in your business.

And that brings me to your last set of tools; never underestimate the value of the tools in your marketing “tool shed”…

Your Tool Shed…Not As Frequent, But Just As Valuable
These are the tools you may only need to use a couple times a year, but when you bring them out and use them, you will see huge payoffs.

These marketing tools can be client appreciation events, annual referral contests with prizes, paid-for or free seminars or free publicity through digital media, magazines, newspapers and/or television. These tools are not things you access daily or even monthly, but they are definitely worth leveraging whenever you can.

Organizing Your “Tools” Prevents Overwhelm

If you were to just throw all your carpet cleaning tools and equipment into a big pile in the back of your van, how often would you dig through that heap to find what you need?  How effective would you be at getting a job done right?

The point is, if you don’t have some semblance of organization, your tools are not going to be used.  Likewise, by the simple act of prioritizing and organizing your marketing tools, you will make them so much more accessible to you. (After all, no tool works unless you actually use it.)

So when it comes to your marketing tools, remember:

“First comes thought; then organization of that thought, into ideas and plans; then transformation of those plans into reality. The beginning, as you will observe, is in your imagination.” – Napoleon Hill, author of “Think and Grow Rich”

Good news! I’ve arranged for you to get one of our most popular cash-generating tools from our marketing toolbox…The complete “I Miss You” campaign. You’ll get template downloads, video tutorials and support on exactly how to use this tool. Get it for free at

Joe Polish, is founder and president of Piranha Marketing Inc., and the creator of the Rich Cleaner System for Professional Cleaners & Restorers. Joe’s marketing expertise has been utilized to build thousands of businesses of all sizes, from small mom-n-pop cleaning companies to large, multi-national corporations. In the cleaning and restoration business niche, Piranha Marketing has been the #1 marketing and business-building resource provider and coaching organization in the industry for more than a decade.

*For more helpful tips and resources to market your business, visit the Certified Firm only section of the IICRC website. If you don’t have your login information, enter your Certified Firm number as your username and the last four digits of your primary business phone number on record with the IICRC as your password. Please email if you need more information.

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