Rock Your Second Half: Your Ultimate Marketing Guide for Carpet Cleaning Business Success

Analyze your customer demographics and preferences, testing different channels to see where your target audience engages most.

John Clendenning [0:00]:
Today we’re going to be talking about rocking your second half of the

John Clendenning [0:06]:
Year again how to heck did we make it all the way to the the second half of 2024 it’s absolutely insane but we’re

John Clendenning [0:13]:
Going to walk through what you’ve got to so far how like what have you gotten up to how’s the business progressed what

John Clendenning [0:18]:
Were your plans at the beginning of the year we talked about that six months ago now planning for the year knowing what

John Clendenning [0:25]:
You’re going to have in place in your company uh what what you’re going to work on the goal of running a business

John Clendenning [0:32]:
Is not to run the same year over and over and over again it is to grow it is to expand it is to move yourself out of

John Clendenning [0:39]:
The way hire technicians hire office staff um when you get big enough office administrators and general managers if

John Clendenning [0:45]:
That’s your goal um look at buying other companies once you’ve got this whole process in place of running a business

John Clendenning [0:52]:
And marketing a business and all of that complexity that that that’s in our world

John Clendenning [0:57]:
Once you’ve kind of figured that out and read enough books and tested enough things and implied and implemented big

John Clendenning [1:04]:
Big word right there implemented enough of the stuff that you learn um you are ahead of the curve you’re ahead of 99%

John Clendenning [1:12]:
Of everybody else who who who you know who have jobs and you know maybe good at their role but they don’t know how to do

John Clendenning [1:18]:
All of what it takes to run a business and grow a business and now that you do you can start acquiring other businesses

John Clendenning [1:24]:
If you see ones that are sort of you know you can take on and grow that’s what I did over over the my 30-year

John Clendenning [1:30]:
Career of running carpet cleaning businesses and maid service businesses and duck cleaning businesses and I bought out three other businesses in the

John Clendenning [1:37]:
Carpet cleaning world around me um and bought out made Services had had three three made location made franchises and

John Clendenning [1:44]:
And and on and on and on Welcome to the carpet cleaner success podcast a show

John Clendenning [1:49]:
Created to inspire carpet cleaning business owners to build their own thriving residential and commercial

John Clendenning [1:55]:
Cleaning business your host John Clint dinning has built and sold successful cleaning businesses for multiple six

John Clendenning [2:01]:
Figures over his 30-year career and is the founder of carpet cleaner marketing Masters a digital agency that turns your

John Clendenning [2:08]:
Online marketing into a lead generation machine tune in as John shares proven tips strategies and expert interviews to

John Clendenning [2:15]:
Help FASTT trck your success in the carpet cleaning industry you can do the same thing

John Clendenning [2:21]:
Depend if you’re in a small town you definitely want to go wide in a choir if you really want to kind of set yourself

John Clendenning [2:26]:
Up that you can be out on the golf course when you’re 50 55 60 maybe earlier uh and the business is still

John Clendenning [2:33]:
Making money every single day um and you can actually go into semi-retirement and have it run for you if you’re not sort

John Clendenning [2:39]:
Of a trap and you know tra to the business and slave to the business so all of that was discussed back you know

John Clendenning [2:45]:
In in December January we are now going to talk about rocking our second half

John Clendenning [2:50]:
And one thing I wanted to share here um is you know it’s let me switch screens

John Clendenning [2:57]:
Here so you can see me up in the top corner here before I get into the presentation I want to talk about this

John Clendenning [3:02]:
Because um are we in a recession right are you confused I’m

John Clendenning [3:08]:
Confused right the economy is already in a recession yah who finance you hear that from some of the top pundits the

John Clendenning [3:14]:
Economy is nowhere near a recession Goldman Sachs right March April makes no

John Clendenning [3:19]:
Sense right uh one week ago us um recession risk remains above historic

John Clendenning [3:24]:
Normals from the S&P Global that sounds bad right um are we heading towards a re

John Clendenning [3:29]:
Session 5 days ago so we’re not in it yet um it’s just on and on and on what

John Clendenning [3:35]:
Is actually happening more importantly to us more importantly to me is spending

John Clendenning [3:42]:
Americans pandemic savings are gone they they and Canadians as well there was record savings during the during the

John Clendenning [3:48]:
Pandemic people were staying at home not driving their cars not going out not doing you know things like that government was handing out money and

John Clendenning [3:55]:
Subsidies like crazy and there was just a lot of saved money no trips you

John Clendenning [4:00]:
Weren’t going to Mexico and and all of that kind of stuff and it seems like you

John Clendenning [4:05]:
Know everybody was like you know oh my debt so big my my my um credit card debt and all of that is huge and all of a

John Clendenning [4:12]:
Sudden the pandemic and everybody started hoarding their money because they had nowhere to spend it and they

John Clendenning [4:17]:
All of a sudden you know people started investing in the stock market it took off like crazy crypto took off like crazy all that kind of stuff and now

John Clendenning [4:24]:
People are falling behind on payments because interest rates Rose truck payments are more home payments are more

John Clendenning [4:31]:
In fact it’s the first time ever that Consumer Debt is higher than Mortgage

John Clendenning [4:36]:
Debt right so all in Consumer Debt the the the the growth domestic Consumer

John Clendenning [4:42]:
Debt load is higher than than than the mortgage um debt load and that’s weird

John Clendenning [4:48]:
Because you know mortgages are the most expensive thing in our lives and again not everybody has a mortgage but when

John Clendenning [4:53]:
Consumer Debt like credit cards and car payments and you know retail store payments and you name it everything that

John Clendenning [4:59]:
You get loan for student payments and all that kind of stuff is all all combined higher than the total mortgage

John Clendenning [5:05]:
Loan I’ve just heard that the other day as well so it’s kind of it’s kind of good to follow what the economy is doing

John Clendenning [5:10]:
Because it might make you understand um why some things have changed in your

John Clendenning [5:16]:
Business why it might be um the phone’s not ringing quite as much from the normal sources right so I remember back

John Clendenning [5:23]:
To the 200891 recession like I remember the 20012 recession um running carp cleaning

John Clendenning [5:30]:
Businesses and home cleaning service businesses and I was like ah what do we do when people are like you know things

John Clendenning [5:35]:
Are a little tight I can’t maintain my regular ma service I can’t uh you know we called up people to get you know back

John Clendenning [5:41]:
Into their homes and stuff like that and there was you know they’re they’re just pushing things off a little bit more or

John Clendenning [5:46]:
Whatever and our marketing message had to change so what did we do we doubled down we actually went deeper into our

John Clendenning [5:53]:
Marketing we targeted more you know of what I call the core four the um flooring stores maid service is um

John Clendenning [6:01]:
Interior designers and real estate agents and then we targeted beyond that and if you’ve listened to me before you’ve heard my stories but uh about you

John Clendenning [6:08]:
Know going after uh you know hair salon owners and chiropractors and Mercedes

John Clendenning [6:13]:
Dealerships and getting referral relationships with them why because nobody else was and again I’m a shy dude

John Clendenning [6:19]:
Like again I love doing these webinars and and trainings and stuff like that but I am certainly not um um your type A

John Clendenning [6:27]:
Personality throw me in a crowd of people and and that kind of thing I’ll stand on a stage and talk all day I used

John Clendenning [6:32]:
To play guitar um in a band back when it was my late teens early 20s hair down to

John Clendenning [6:38]:
Here hair metal band teased hair all that stuff we’re not going to show those pictures but um used to do all of that

John Clendenning [6:44]:
And I liked it because I could only see the first few people and then everything else was dark right and same idea I can
Introverted entrepreneur transformed business through self-act.

John Clendenning [6:51]:
St talk from stage I can you know all that kind of stuff but I do I do sort of you know I’m definitely introverted and

John Clendenning [6:56]:
Shy always have been my entire life but in business I had to put on the act like I was on stage right so when I started

John Clendenning [7:03]:
My cleaning business in my early 20s I pretended I was a rock I got my haircut but I pretended I was now a you know a

John Clendenning [7:09]:
Business owner serviceman in my young 20s walked indoors knocked on doors stuff like that and really you know

John Clendenning [7:15]:
Really transform my business so how I was able to do $100,000 in sales in carpet cleaning in my first year in a

John Clendenning [7:21]:
Town I’d never lived in before that was only 30,000 people right i’ moved to that town because the only people I knew was my sister and brother-in-law and I

John Clendenning [7:27]:
Rented a broom closet right so why am am I telling you all of these wacky stories telling you all these wacky stories

John Clendenning [7:33]:
Because whether it is a recession whether it’s an election year and they’re staving off a recession and it

John Clendenning [7:39]:
Changes whether it’s just people have less money because their truck payments and how house payments and credit card

John Clendenning [7:45]:
Payments and all of that kind of stuff are just eating up way more of their income you know whether incomes are

John Clendenning [7:50]:
Rising a little bit even though there’s this debt load because there’s less workers in the field so people are having to pay more which means companies

John Clendenning [7:58]:
Businesses have an actual um bigger hit to their profit and loss statement because wages are higher than what they

John Clendenning [8:03]:
Can charge products for but it actually pushes inflation up but we’re trying to bring inflation down and yeah way too

John Clendenning [8:09]:
Many things to think about and I don’t really kind of want to get into the into the Weeds on that but what we are going to talk about today is how to deal with

John Clendenning [8:17]:
It right so we’re going to get our plan set in place let’s get let’s deal with the second half of this year um let’s

John Clendenning [8:23]:
Deal with you know going into an election cycle that’s going to have some distractions even Canadians watch the american elections and you know maybe

John Clendenning [8:30]:
You know depending on what side of the political Spectrum you’re on hopefully there’s a an election in Canada sometime soon or maybe you hope there isn’t um

John Clendenning [8:36]:
But either way we’re in wacky times and we need to we need to figure out how to run a business even if we’re in wacky times so let’s make sure our business is

John Clendenning [8:43]:
Running the way it needs to run right so turn off your cell phones turn off Facebook um we’re not streaming this to

John Clendenning [8:50]:
Facebook yet we do have a private Facebook group if you haven’t joined our private Marketing Group carpet cleaner

John Clendenning [8:55]:
Marketing Secrets um reach out to chrisha in the chat here here or give us a ping uh um back on the email that got

John Clendenning [9:03]:
You on this call or on the text message that got you on this call um and we’ll get you into that that group we we we

John Clendenning [9:08]:
Talk and share marketing and we want as many many cleaners in that group as possible to just collaborate together

John Clendenning [9:15]:
And say hey this is working for me this is working for me kind of idea so and ask questions and and that kind thing so

John Clendenning [9:20]:
It’s a brand new group we started a couple weeks ago maybe maybe a month ago I don’t somewhere in that range and um yeah we’re just building it up and if

John Clendenning [9:26]:
You know anybody if you’re a member of the group and you know anybody that should be in it um by all means uh um

John Clendenning [9:32]:
Invite them into it as well so next 60 Minutes are going to change your life and I’m going to Rattle fast you know I

John Clendenning [9:37]:
Talk fast so um we’ve got a replay coming out if you need to slow it down pause on anything but I talk fast

John Clendenning [9:43]:
There’s a lot of information there’s a lot of I always talk about it it’s not buckets of information in my head it’s

John Clendenning [9:49]:
Kind of mud puddles and they kind of spill over into each other and I I combine a bunch of things together and

John Clendenning [9:54]:
You know come up with you know new marketing initiative new thoughts new and and ways to kind of get a message

John Clendenning [10:00]:
Across so from the mud puddles in my head we we we have a a training course here so we’re going to do a a first half

John Clendenning [10:07]:
Flashback how did you score you know did you score your business how did you do and we’re going to watch the trends

John Clendenning [10:13]:
What’s hot in carpet cleaning what’s hot in marketing um we’re going to boost those inbound calls and and you know and

John Clendenning [10:19]:
Leads and messages and all that kind of stuff and how do you become a carpet cleaning hero in your Marketplace how do

John Clendenning [10:25]:
You become the best known cleaner and we’re going to deal with that so stick to the end end we do have a resource kit

John Clendenning [10:30]:
That we keep adding new bonuses to and and refreshing some of the bonuses so stick to the end and we’ll tell you how to get that um if you don’t stick to the

John Clendenning [10:37]:
End sorry about your luck but um no if you actually have to cut out if something emergency happens again

John Clendenning [10:43]:
Message message chrisha um she’s my go-to she can be your go-to for the stuff like this as well so who am I if

John Clendenning [10:49]:
You don’t know me I kind of did a little bit of a primer at the beginning but I’ve been in business since 1990 while I was still in high school so yeah kind of

John Clendenning [10:55]:
Dates me a little bit I am a little bit that old um for some of you younger guys um I’ve owned business cleaning

John Clendenning [11:01]:
Businesses all my life never worked for the man as they say or the woman I’ve had I’ve I’ve kind of work for myself I

John Clendenning [11:08]:
Get part of that would probably be out of sort of awkwardness and shyness I didn’t want to go get jobs and stuff

John Clendenning [11:14]:
Like that I’d rather force myself to stand in front of people and and sell them something and and deliver a service

John Clendenning [11:20]:
And you know all that kind of stuff then sort of fit into somebody else’s role and and realm so um I’ve lectured again

John Clendenning [11:28]:
I don’t mind that from the stage thing I like teaching I like helping people understand things that I’ve taken

John Clendenning [11:33]:
Painstakingly thought through and overthought and read about and and reread and all of that I still do that

John Clendenning [11:39]:
To this day about absolutely everything so I don’t mind sort of combining that into something like this and teaching from the stage so I’ve done that a lot

John Clendenning [11:46]:
Over the last 20 years or so um keynote speaker in a bunch of conferences and conventions and three-day Elite Retreats

John Clendenning [11:53]:
Um finally sold my last brick and mortar business um half a million dollar business two vans on the road High higher end service I think an average

John Clendenning [12:00]:
Carpet cleaning van in most marketplaces should do over 200,000 if not 250,000 a year um one guy in it um maybe a Helper

John Clendenning [12:07]:
Because you’re ready to put two trucks on the road and then you start building that out so uh there are marketplaces where it might be might be less than

John Clendenning [12:14]:
That but um yeah I’m not so sure about that I think we could we could walk talk that one out if you ever want to give me

John Clendenning [12:20]:
A a call and kind of Challenger pricing and challeng your competitors and stuff like that I think there’s always an angle uh I wrote the book it was over my

John Clendenning [12:26]:
Shoulder in the other screen there but um the the book the complete guide to internet marketing for carpet cleaners

John Clendenning [12:32]:
Uh there’s an update coming sometimes no I’m not going to say soon it’s in the works with all of the AI Integrations

John Clendenning [12:38]:
And stuff like that that really take us to the next level because our world has changed in the last two years since that

John Clendenning [12:43]:
Book was released um and was really happy to finally get a book out uh and then uh yep and now it now we need to

John Clendenning [12:51]:
Update it so uh so there’s going to be a new a new addition coming out at some point I’ve been starting the work on on

John Clendenning [12:58]:
Writing and rewriting and chapters and stuff like that so I’m not sure if it’s going to be a brand new book in the series or just an updated version of

John Clendenning [13:04]:
This one we’ll we’ll we’ll think about that as we get going so more importantly what do we do we help these people do

John Clendenning [13:11]:
These things and these things are pretty amazing we build businesses we helped and I’ve done that for as I said 20

John Clendenning [13:17]:
Years it started as well my my yellow page ads worked better than others and John what’s the best flyer I can use to

John Clendenning [13:22]:
Get you know hundreds of customers calling me because you guys seem really busy and you seem to know how to do it I’m going wow if you can find that one best flyer you tell me I can tell you

John Clendenning [13:30]:
The 20 or 30 poles in the water that we are building out that all generate 2 3 four 5 10 new ideal inquiries to us

John Clendenning [13:38]:
Every single month and that generates 100 200 300 inquiries through all these

John Clendenning [13:43]:
Different channels and it really is about poles in the water and we will talk about that today because that is a

John Clendenning [13:49]:
Mindset shift for some people way you know my my Tik Tock or my S my Tik Tok ads don’t work my Thumbtack ads don’t

John Clendenning [13:55]:
Work my Angie list I tried that now I’m trying this I’m going I talk to people

John Clendenning [14:01]:
All carb cleaners and cleaning business owners all day long and going is that the only thing you’re doing is that the is that the one thing that you’re doing

John Clendenning [14:07]:
Yep yep yep I’m just trying to get a whole bunch of paid leads wow that’s got to suck paid leads are the most

John Clendenning [14:13]:
Expensive they should be in the mix and you kind of need them to start the ball rolling if you’re brand new but you also

John Clendenning [14:18]:
Need a good pair of shoes and shoe leather and a good reason why to stop by

John Clendenning [14:24]:
People’s places and and and and let’s talk about your poles in the water and we end up you know I have somebody on a

John Clendenning [14:29]:
A call just to have us kind of diagnose their business a little bit and most of that’s just a Consulting call to walk

John Clendenning [14:35]:
Through how how many polls do you have in the water and which ones are you missing and you know what can we help with so anyways these are those people

John Clendenning [14:43]:
As well and these people got great results learning a better way to run a business having us help where we can

John Clendenning [14:48]:
Having them do their part and ask questions and that’s what we do so when I was a kid I bought clean facts
Learned from industry leaders and shares knowledge.

John Clendenning [14:53]:
Magazine and sat in Coward partridge’s audience and and everybody else’s strategy foress success um John Dawn

John Clendenning [15:01]:
Steve toan um if you pronounce it right Steve if you’re hearing this I think I got your name right um Joe polish all

John Clendenning [15:07]:
The guys that we know and I was just the kid and the student and learning then I I kind of graduated up to Dan Kennedy

John Clendenning [15:13]:
The people that some of these guys learned from and Zig Ziggler and um learn from those guys and um Michael

John Clendenning [15:19]:
Gerber the emth and stuff like that and now I’m kind of sharing stages with them

John Clendenning [15:24]:
And in the magazines and industry leader of the year last year and one of them in cleanfax magazine and a a monthly um um

John Clendenning [15:32]:
Um podcast I guess it is it’s a podcast and a and a video Vlog with Jeff Cross

John Clendenning [15:37]:
Um editor of cleanfax magazine and Issa media if you’re not a member of the Issa

John Clendenning [15:43]:
Association for cleaning as cleaning workers um or cleaning industry owners and stuff like that you should be

John Clendenning [15:48]:
There’s a lot of amazing resources in the back end of that as well but be part of an association a group but anyways um

John Clendenning [15:54]:
All part of that but what we do is we help our clients become the top cleaning brand that does does have to necessarily

John Clendenning [15:59]:
Carpet um cleaning brand in their local Marketplace carpet cleaning duck cleaning tile cleaning maid services all

John Clendenning [16:05]:
Of that residential inh home cleaning did I own janitorial businesses yes it’s a different game it’s a different Market

John Clendenning [16:11]:
Um and there is a way to play that game and and and we’ve got ways that we can talk about and stuff like that but it’s

John Clendenning [16:18]:
A different marketing game than the residential home cleaning um industry uh so home cleaning services Home Service

John Clendenning [16:25]:
Businesses have a very specific way they need to Market to get the attention of the audience so we want you to be

John Clendenning [16:31]:
Attract the best clients why because the best clients pay the most and they don’t bat an eye at it somebody whose truck payment went up$ three $400 their

John Clendenning [16:38]:
Mortgage went up $2,000 you know they’re they’re all in three or $4,000 or more per month than they were um pre-

John Clendenning [16:45]:
Pandemic right all of that’s happened in their their career their their income hasn’t gone up three or $4 thousand a

John Clendenning [16:51]:
Month that bothers a lot of people and you go holy crap that would suck and that does suck to a lot of people

John Clendenning [16:56]:
There’s also a lot of people that does does suck to them it just means maybe one less vacation this year maybe you

John Clendenning [17:03]:
Know that maybe maybe a little bit less going into their Investment Portfolio maybe their Investment Portfolio because

John Clendenning [17:08]:
The stock market is way up has made up for all of that anyways and they’re just they’re just way up so there’s a

John Clendenning [17:13]:
Different crowd and those are the best clients with that you can charge the best rates to and they they book out weeks in advance um they’re willing we

John Clendenning [17:20]:
We had our clients book a year in advance P into our schedule so that we could tell every you know we did that

John Clendenning [17:25]:
They they did that we can talk about that someday um but when they booked a year in advance in our schedule we were

John Clendenning [17:32]:
Able to say to everybody h on the who called us on the phone yeah we are one of the most in demand in fact our regular clients book a year in advance

John Clendenning [17:38]:
Into our schedule just to make sure they get their spot that’s a different way of answering a phone when you get to that point in

John Clendenning [17:43]:
The script and again another knowledge bomb the script do you have an exact script that you answer the phone with

John Clendenning [17:48]:
People will take you off but do you bring them back do you have a a way to influence them to to understand what

John Clendenning [17:54]:
You’re saying and why you’re different than all the other guys because if you don’t you’re a commodity and it’s price

John Clendenning [18:00]:
Based if you do you stand out from the crowd and you’re a you you you’re you

John Clendenning [18:05]:
Know you’re basically a business a competitor of one you you it’s just you and yourself right so and another reason

John Clendenning [18:10]:
Why we like package pricing there are some people that like to be very high-end and only have one high-end package and I I love that model as well

John Clendenning [18:17]:
But I also like the model of of having you know kind of a m me or me pricing as

John Clendenning [18:22]:
Well so um I’d learned that first from Joe polish realized he’d learned that from Dan Kennedy um and and those kinds

John Clendenning [18:29]:
Of groups so again as I said I joined the Dan Kennedy world and and all of that years and years ago so how do we do

John Clendenning [18:35]:
All of this there are three core principles of digital marketing success and marketing success in general so

John Clendenning [18:42]:
Marketing is a core function of your business I don’t care who you are and what you do even if somebody says Ah my
Effective marketing can expand business exponentially.

John Clendenning [18:48]:
Business is all Word of Mouth how do you get it do you you wear a uniform do you have a van do you hand out stuff do you

John Clendenning [18:55]:
Have business cards I just talked about what was that four different marketing Avenues right there um do you Jo did you

John Clendenning [19:01]:
Join the chamber you part of the BNI do you flip burgers and pancakes at the charity things with your company shirt on there’s another three or four

John Clendenning [19:08]:
Marketing events that and elements that you have right so even if it is Word of Mouth even if you’ve got referral

John Clendenning [19:14]:
Partners that just love you and refer you how do you stay in touch with them

John Clendenning [19:19]:
Is there anything you do and if you did more of it more marketing would you grow

John Clendenning [19:25]:
Could you grow by getting if you’ve got three or four real estate agents that refer you you could you mark it to 3

John Clendenning [19:31]:
Four 5 10 20 more and get another three or four and then double your business right could you Market to your database

John Clendenning [19:38]:
Better and get them to come back instead of they think oh it’s been a year since my last cleaning no ma’am it’s been almost two and a half years wow really

John Clendenning [19:44]:
If you marketed better to them would they’ve been back in 15 months still thinking it was only 12 months I think

John Clendenning [19:50]:
So so um and in fact I don’t just think so I know so because marketing doubles your business triples your business so

John Clendenning [19:56]:
You want to maximize your opportunities to generate an ideal lead I finally got the word ideal in here I’ve been mentioning this for oh gosh maybe a year

John Clendenning [20:02]:
I really should put the little ideal in there because you want to marketing maximize your opportunities to generate an ideal lead marketing maximizes your

John Clendenning [20:09]:
Your brand Impressions why brand Impressions because people need to see

John Clendenning [20:15]:
You five to seven times before they even begin to start trusting you who are these guys are they new are they what’s

John Clendenning [20:20]:
This all i’ never heard of these guys before right all of a sudden oh well I’ve heard these guys yep and then Google even says zot the zero Moment of

John Clendenning [20:27]:
Truth people need 11 Impressions before they grab that thing off the shelf or

John Clendenning [20:32]:
Make a buying decision for a brand if you’re going to go buy you know Pantene provie shampoo or whatever it is um and

John Clendenning [20:39]:
You want the newest latest elixir of shininess I don’t know making this stuff up right you come to this the the shelf

John Clendenning [20:46]:
And go oh first time buying that Google has proven you’ve had at least 11

John Clendenning [20:52]:
Touches mentally in brand Impressions before that made that one decision and

John Clendenning [20:57]:
That works for brand or products off the store shelf it also works for us as well

John Clendenning [21:02]:
Right so um another thing I talked about recently was there’s a a thing just in

John Clendenning [21:08]:
Your brain slots in your brain called dunar numbers um go look it up we’re not going to get into the depth of

John Clendenning [21:14]:
Psychology but why do I know this because it fascinates me and it’s also how you Market better and there is only

John Clendenning [21:20]:
A certain amount of capacity that any human being has to remember people and remember entities and if you’re not in

John Clendenning [21:27]:
Somebody’s D Bar numbers because you haven’t impressed them enough in front

John Clendenning [21:32]:
Of them um they won’t remember you no matter what so to be naive or

John Clendenning [21:38]:
Egotistical enough to say ah I just get repeats and referrals everybody loves me you are saying that somehow

John Clendenning [21:43]:
Psychologically you have tapped into a secret strategy to get into every single person you’ve ever met dun bar numbers

John Clendenning [21:50]:
And psychologically it’s impossible so let’s let’s get off our high horses a little bit and say okay maybe we got a

John Clendenning [21:56]:
Little bit maybe we’re just really good and some people like us other people completely forget about us let’s Market to them all and let’s maximize our

John Clendenning [22:02]:
Conversions because I can prove to you that without another single customer coming in and I will a little bit later

John Clendenning [22:09]:
Without another single customer coming in um new lead new inquiry you can double your

John Clendenning [22:14]:
Business just with better conversions so let’s let’s get into that as well right

John Clendenning [22:20]:
So and Christian can ping me if there’s anybody who’s got any questions and stuff like that so what are you most concerned about in your business coming

John Clendenning [22:27]:
For the next half of the year here right write it down have a pen and paper handy we like this to be interactive we’re

John Clendenning [22:32]:
Going to get into some stuff but write it down what are you most concerned about in your business right is it not

John Clendenning [22:38]:
Being able to grow not being able to find technicians not knowing um wondering if the the econom is going to slow down if the election is going to be

John Clendenning [22:44]:
Such a huge distraction people aren’t paying attention to anything else write it down what are you most concerned about right because these are things you

John Clendenning [22:50]:
Need to focus on as the business owner as the entrepreneur to create a problem that

John Clendenning [22:56]:
You can then solve and create what we call Rocks 90day Sprints and Target the

John Clendenning [23:01]:
Three or four big things that you can tackle this quarter don’t try and do everything but have it on your list and

John Clendenning [23:07]:
Get those done right so what you want to do is download our workbook I’m not going to pull it up

John Clendenning [23:13]:
Right now um but um carpet cleaner marketing masters.com 2024 dwork go to there there’s a

John Clendenning [23:21]:
Workbook you can download print off U PDF and you can write in not during the call you’re going to do it afterwards

John Clendenning [23:27]:
This is that thought EXP um or thought um and planning and and and deep dive into your business so it’s

John Clendenning [23:34]:
Prompts to kind of get you thinking in the right direction some of it will walk through here today the rest of it do it your do it on your own your business

John Clendenning [23:39]:
Owners your big boys and girls and this is what we do to own businesses owning a business is not about outdoing the

John Clendenning [23:45]:
Service owning a business is about everything else we can hire somebody to do the service they’ll show up do the service as best they can and go home we

John Clendenning [23:52]:
Own the business because we have everything else to do then and we better not be always the one in the truck because how do you have time to do all

John Clendenning [23:58]:
All the other things and you have to so you charge more you work a better system

John Clendenning [24:04]:
You Market better and you put butts in seats to go do the cleaning for you right so let’s what figure out what

John Clendenning [24:11]:
We’re going to plan for the economy is uncertain right soft landing hard Landing no Landing up down stock market

John Clendenning [24:18]:
Alltime High stock market low crypto now is on the stock market so Bitcoins and now ethereums have their own ETFs so the

John Clendenning [24:25]:
World of oh it’s a Ponzi scheme is now backed by the biggest Financial houses on planet Earth um what does that mean

John Clendenning [24:32]:
You know digital gold what what you know everything everybody is confused about this we are as business owners so are
Business owners need to strategically invest in marketing.

John Clendenning [24:39]:
Our customers and they make different buying decisions because of that right they make different timing decisions

John Clendenning [24:44]:
Because of that right where do you invest your time your energy and your money is it SEO pay-per-click website

John Clendenning [24:51]:
Social media offline online um you know Outreach referral Partners where do you

John Clendenning [24:57]:
Do that let’s talk about that as well where how do you invest strategically so what percentage of your

John Clendenning [25:05]:
Income your Revenue should go back into marketing some people think that marketing is this kind of um you know

John Clendenning [25:12]:
Ugly duckling that shouldn’t uh um that shouldn’t really get much

John Clendenning [25:17]:
Attention but to be truthful marketing is one of the if not the I believe it’s

John Clendenning [25:25]:
The core function of any business but if you don’t believe it’s the number one core function in your business it is in

John Clendenning [25:31]:
The top three there is no way you can run a business without all of that marketing stuff you can’t show up in

John Clendenning [25:37]:
Jeans and a t-shirt hat on backwards tongue hanging out smelling like dog dirt um in a van that’s rusted and

John Clendenning [25:43]:
Dripping all over the driveway and you know a bunch of Ratty old equipment and

John Clendenning [25:48]:
Expect to grow a profitable long-term business that feeds your family sustainable and gives you something to

John Clendenning [25:55]:
Sell for half a million a million $2 million dollars when you go to retire and and fund your lifestyle and your dreams can’t do that right you’re you’re

John Clendenning [26:02]:
Faking it right so how much do you invest strategically in your marketing we’re going to give you the exact number

John Clendenning [26:08]:
Right so failure if you don’t have a clear plan what’s going on what you’re going to do how much to invest that’s

John Clendenning [26:13]:
Called failure so where’s the opportunity lie then a plan with goals and targets and

John Clendenning [26:21]:
Kpis key performance indicators what are the numbers you track every day every

John Clendenning [26:27]:
Week every month every quarter at six month check-ins and every

John Clendenning [26:34]:
Year what are the numbers you plan ahead of time and then track to see how close you are because if you’re not tracking

John Clendenning [26:39]:
Those numbers if you’re not tracking those numbers then then you’re missing out on

John Clendenning [26:45]:
A massive opportunity so Professor Carl Pearson 18 something 1870 I somewhere

John Clendenning [26:52]:
That he is the grandfather the father of modern mathemat he’s a mathematician professor and father of mod modern CST

John Clendenning [26:58]:
Statistics and our good friend Carl Professor Carl Pearson said the famous quote that which is which is measured

John Clendenning [27:06]:
Improves and that which is measured and reported improves

John Clendenning [27:11]:
Exponentially right so we’re measuring let’s start reporting right let’s start reporting now that’s what we’re talking

John Clendenning [27:18]:
About so um let’s measure let’s know our numbers let’s know what we need how much how how many calls do we need a day

John Clendenning [27:24]:
Before we can we know that and and inquiries that generate number of amounts of jobs what’s our booking

John Clendenning [27:30]:
Percent like let’s get into the details let’s get into the weeds and figure out when we move the needle somewhere how

John Clendenning [27:35]:
Much does it infect our whole business if you raise your prices 10% did you know that you can lose as much as 40% of

John Clendenning [27:41]:
Your customers until you become less profitable than you were by the time when you raised your price 10% did you

John Clendenning [27:47]:
Know that the math works out go do it on a calculator um it’s it’s absolutely clear that you and I’ve done this many

John Clendenning [27:53]:
Many times and when you raise your prices 10% 15% 20% and you do it with a

John Clendenning [27:58]:
Marketing message that leads into it you know price freeze we’ve just raised our prices but not for you you’re one of our

John Clendenning [28:04]:
VIPs you know it’s one of the best marketing um programs to run to the

John Clendenning [28:09]:
Point where once you run it once you’re going to want to run it every year somehow right raise some prices somewhere because you know people want a

John Clendenning [28:15]:
Price freeze oh my God it’s already gone up okay yeah let me get in right and you’ve also preempted and told the other people it’s gone up a little bit because

John Clendenning [28:21]:
Of these reasons and but the other people can get a bit of a savings and you haven’t given them a discount you haven’t given them you know a price cut

John Clendenning [28:29]:
You’ve just said oh no it’s the same as what it was before better hurry and it works because it’s a good marketing

John Clendenning [28:34]:
Message right so that’s that’s important stuff as well um you want to generate

John Clendenning [28:40]:
And convert enough leads to keep your Revenue targets so you need to have Revenue targets what do you need to see every month what is your growth from

John Clendenning [28:46]:
Last year month over month because different months have different revenues we know that there’s even in the northern climates like I I am it’s

John Clendenning [28:53]:
Colder in the winter things slow down um sometimes when it’s really hot really rainy things slow down you know that

John Clendenning [29:00]:
Kind of stuff so you want to make sure that you you know what your Revenue targets are for a a month and a quarter

John Clendenning [29:07]:
At the six-month Mark you need to check in and a you know for the year are you on growth are you trying to grow by 10%

John Clendenning [29:14]:
50% what’s your growth this year right so you know there’s a there’s the law of big numbers that the bigger the number

John Clendenning [29:20]:
Is the less growth you can have apple as a stock is not going to double from here

John Clendenning [29:25]:
Anytime soon because there are such a behem what would they have to do to actually double the price of that or the

John Clendenning [29:31]:
Revenue of that company but a small company that’s only doing sounds weird but half a billion dollars can double in

John Clendenning [29:38]:
Like six months three months easily easily we saw that with Nvidia straight freaking up right so um but apples and

John Clendenning [29:45]:
Things like that can’t right because law big numbers so depends on the size of your company how lean and mean are you if you’re at 10,000 a month you can get

John Clendenning [29:51]:
To 20,000 a month in a couple months I I can show you how to do it in three months right if you just follow the plan

John Clendenning [29:56]:
Put time and effort into it and just kind of get off your your horse and do it um right you can double your business

John Clendenning [30:03]:
Right if you’re at 20,000 can you jump to 40 in three months that’s a little harder game right you can go from 20 to 30 with the right method message and

John Clendenning [30:09]:
Stuff like that right if you’re at 40 50,000 a month can you go to 100,000 in three months probably not that would be

John Clendenning [30:15]:
A good goal a stretch goal with a lot of planning for for the year right so

John Clendenning [30:21]:
100,000 a month you’re at 1.2 million a year doable check your Marketplace do you have to go wide or do you have to go

John Clendenning [30:27]:
Deep right and sorry if I’m hitting my microphone and causing a a bit of a noise there um but anyways so you want

John Clendenning [30:33]:
To keep the trucks running and do that you want to continue to marketing to generate leads right you need to generate and again I don’t like that

John Clendenning [30:39]:
Word leads um we use it because everybody knows what it is you leads sound so oh I need to buy more leads I need more leads no you need qualified

John Clendenning [30:45]:
Inquiries preconditioned pre-qualified inquiries so it doesn’t fit that would be way too long here so we’re going to

John Clendenning [30:52]:
Trunk trunk it down to leads but let’s think of it as preconditioned pre-qualified um inquiries so success

John Clendenning [30:57]:
Looks like that right you need to have a goal in in place you need to maximize those inquiries and you need to know

John Clendenning [31:04]:
Your numbers and and dive into your numbers you’re a business owner you need to know this stuff there are books on it

John Clendenning [31:09]:
There are um YouTube videos and channels on it there’s training on it I had to

John Clendenning [31:14]:
Find it all back in the day um you know before the internet had to go to the bookstore and stand and scan and read

John Clendenning [31:21]:
And I just read that book that wasn’t the greatest and you know simple numbers is a great book by Greg Crabtree um just
Great book on understanding small business numbers.

John Clendenning [31:27]:
A really good book to understand your your numbers as a small business owner right and and as as one example um

John Clendenning [31:34]:
Mindset thinking Grow Rich the emth Michael Gerber how to position your business you know for something like that the experience economy can’t

John Clendenning [31:41]:
Remember the guys that start did that one any book by Walt Disney um the story of Walt Disney or you know anything

John Clendenning [31:46]:
About the Disney Empire and how delivering an experience changed the company and allowed them to charge more

John Clendenning [31:51]:
And all that kind of stuff or was the foundation of the company that Disney was all about so let’s talk about reviewing and updating our goals

John Clendenning [31:58]:
Right so as Brian Tracy says another guy to follow another books series of books to

John Clendenning [32:04]:
Read brilliant thought leader um success is goal um um success is goals all else is commentary you cannot get successful

John Clendenning [32:12]:
Without having goals if you do not know where you’re heading how the heck do you

John Clendenning [32:18]:
Get there right honest question if you don’t have any wind in

John Clendenning [32:23]:
Your sales how do you get from point A to point B right you’re going to pull out the or and start paddling that ain’t

John Clendenning [32:28]:
Going to get you there that fast right so if you know where you’re going where you’re heading and you’ve got the wind

John Clendenning [32:35]:
In your sales you know how you’re getting there right clear goals gets you to

John Clendenning [32:41]:
Where you need to go now just like a boat are you going straight there no sailboat doesn’t go straight there and

John Clendenning [32:47]:
That’s the good analogy of using wind your sales you got to attack right you’re going this way okay back on

John Clendenning [32:52]:
Course back on course you got to constantly course correct but it is ready fire aim fire Aim Fire aim and

John Clendenning [33:00]:
Then finally you hit the bullseye right it’s not ready aim aim aim aim and spend

John Clendenning [33:06]:
All your time trying to find the target before you fire no you get you know massive imperfect action and Away you go

John Clendenning [33:14]:
So right so Harvard study um 1979 still valid to this day um asked all the grad

John Clendenning [33:21]:
Students who had goals for their lives 84 had no goals 84% just answer the

John Clendenning [33:27]:
Survey I ain’t got no goals 133% had goals but they had not written them down had an idea in their head what they’re

John Clendenning [33:33]:
Going to do with their Harvard degree graduates about to leave Harvard no idea 3% had clear written goals and a plan to

John Clendenning [33:40]:
Accomplish them they had just thought it through right results 133% of the class who had goals this little group right

John Clendenning [33:47]:
Here um earned twice as much as the other 84% when they check

John Clendenning [33:52]:
Back in in 20 years more staggering the 3%

John Clendenning [33:58]:
Who had written their goals down and a plan to accomplish them doesn’t mean that that plan was exactly what was put

John Clendenning [34:04]:
In place life throws us wrenches and monkey wrenches and and chaos and all of

John Clendenning [34:09]:
That stuff but they had a plan in place they had thought it through and they were dedicated to that

John Clendenning [34:16]:
Idea 10 times the earning of the of the group on average

John Clendenning [34:22]:
Insane right goals have a you know a very specific uh um function on our

John Clendenning [34:28]:
Brain and on our psychology writing things down has a very specific function so when you take notes now you have to

John Clendenning [34:34]:
Move this this hand now you have to kind of look at it through your eyes to make sure that the hand moved the right way

John Clendenning [34:40]:
You’ve got that sensation of writing on the paper that’s why um writing on paper is actually better than typing in a

John Clendenning [34:45]:
Computer it activates more parts of your brain and and that so um you you you’re adding all of this these elements to

John Clendenning [34:52]:
Anything you’re learning even if you’re reading a book and you’re writing notes it’s it’s getting in highlighting the sections of it and make it multimodality

John Clendenning [34:59]:
Right and you really really collect that stuff into your brain so um you have clear written you know you want to have written goals you want you need a

John Clendenning [35:06]:
Minimum of a one-year goal quarterly rocks and monthly goals right so we are

John Clendenning [35:12]:
At the end of quarter two Q2 right now so you’re going to be looking at Q2 the end of Q2 goals halfway through the year

John Clendenning [35:19]:
Um I like to do that halfway pause as well but you know every six every three months you’ve got big rocks that you

John Clendenning [35:25]:
Want to accomplish right and you must have a stopping point at the beginning of each New Year and the end of each

John Clendenning [35:32]:
Quarter to evaluate check your numbers run your numbers make it easy I’ll show you a
Evaluate goals, revenue, transactions, conversion rates, growth.

John Clendenning [35:38]:
Spreadsheet that can help um and what were your goals for 2024 what was your

John Clendenning [35:43]:
Revenue Target right what was it are you 200,000 you want to go to 250 300,000

John Clendenning [35:49]:
What’s the monthly on that how many calls will that require what is your average transaction value these are all

John Clendenning [35:56]:
Levers that you can PLL and change the math for yourself right what was your average conversion rate from a caller an

John Clendenning [36:04]:
Inquiry a text message an email whatever a referred person to a booked job what

John Clendenning [36:12]:
Was your conversion rate now you just divide the number of inquiries by your conversion rate right how do you set

John Clendenning [36:19]:
Realistic marketing budgets and where to allocate it do you want to grow or just maintain current levels most people

John Clendenning [36:25]:
Should be thinking growth anytime you’re not thinking growth you’re actually shrinking I’ve seen people who’ve stopped their marketing and go oh look I

John Clendenning [36:32]:
I I made a good decision we’re doing 25,000 a month we stopped half of our marketing or all of our marketing they

John Clendenning [36:37]:
Had no clue right and we’re still at 25 down 24 and a half that’s close enough we’ve had low months before right boom

John Clendenning [36:45]:
Boom boom they don’t have any clue what’s what’s barreling up to them in the back of the rearview mirror they

John Clendenning [36:51]:
Have no clue at all because it’s like maintain maintain maintain but in the background some clients are moving out

John Clendenning [36:56]:
Of the area some referral people aren’t doing what they used to do before people are forgetting about you because your marketing isn’t working but it’s you’re

John Clendenning [37:02]:
Still kind of top of mind for a little bit little bit little bit and then when you fall off the cliff it happens very very suddenly

John Clendenning [37:10]:
Within like a month or two and next thing you know you’re down 30 40 per. oh we should start that marketing up again

John Clendenning [37:16]:
And get back up yep and it’s going to take another year to two years to get it back again sounds insane but other

John Clendenning [37:22]:
People have stood in front of you and now they’ve run past you and now the momentum is no longer longer in your

John Clendenning [37:28]:
Favor right so what is the marketing mix of channels you need to be visible on right there’s not one place to be seen

John Clendenning [37:34]:
It is not just in in in pay-per-click ads it’s not just in local service ads
Effective marketing strategy relies on comprehensive database.

John Clendenning [37:40]:
It’s not just in Google Maps definitely not just in Google Maps um because there’s a limited scope to that it’s

John Clendenning [37:46]:
Definitely not just in Facebook ads it’s not just in yard signs and you know

John Clendenning [37:52]:
Carpet cleaning cheap $99 on the side of every street definitely not that um you should what um what should your database

John Clendenning [37:59]:
Communication Cadence be right how often are you talking to your your your the gold the the assets the like that value

John Clendenning [38:07]:
That you need to understand is the biggest thing in your company is a data database of satisfied clients database

John Clendenning [38:13]:
Of satisfied referral partners and a database of leads that were interested enough to reach out to you all of which

John Clendenning [38:19]:
You should be marketing the crap out of constantly in a way that makes you a welcome guest not an annoying Pest and

John Clendenning [38:25]:
There’s a right way to do that but a right way to to do that and there’s a reason why our aess clients every one of

John Clendenning [38:30]:
Our clients in our database were broken down by ab and C as as sort of the value

John Clendenning [38:35]:
And and their their likelihood to repeat with us and their Market where they lived and and you know the size of their

John Clendenning [38:41]:
Home and what do they have area rugs and do they have like haian cotton couches and silk and like what were they like who were they right um and those clients

John Clendenning [38:48]:
Our aist clients heard from us 48 times a year and maybe one out of 100 or 200

John Clendenning [38:53]:
Said joh that’s too much okay we’ll back you off the other 99 whatever perc

John Clendenning [39:00]:
Totally fine why because they kind of they kind of see it it kind of goes across washes across them washes across

John Clendenning [39:06]:
Them and all of a sudden when it’s ready it’s in front of their face and they remember you you’re kind of influencing them like a hypnotist um persuasion

John Clendenning [39:13]:
Psychology is hypnosis neural linguistic programming you’re kind of hitting them with that stuff but it’s okay because it’s

John Clendenning [39:21]:
Multimodality it’s not 48 emails it’s it’s like emails text messages phone calls phys iCal mail in their mailbox

John Clendenning [39:28]:
Every single month um reminder packages and and you know um Father’s Day gift um

John Clendenning [39:35]:
Promotions that includes like a um like a a a barbecue utensil set and and and

John Clendenning [39:43]:
And Bib and or you know like a smok and all that kind of stuff as that you can

John Clendenning [39:48]:
Provide in exchange for cleaning things like that hey get this free gift worth $80 absolutely free plus dad’s favorite

John Clendenning [39:54]:
Chair clean free $160 value for VIP clients only call before Father’s Day or call to theend you know June you know

John Clendenning [40:01]:
June is Father’s Day month anytime before the end of the month and you start promoting that end of May miday

John Clendenning [40:06]:
Right after Mother’s Day right and you’ve done the same thing for Mother’s Day all of these things work really really well so what investment in lead

John Clendenning [40:12]:
Assets versus pay to play lead sources are you willing to put in overtime so we

John Clendenning [40:19]:
Have a calculator on this we’re g to stop on it for a quick second right let’s go look at this calculator um

John Clendenning [40:24]:
Let’s make sure I can okay so I’m going to pull it up so you

John Clendenning [40:30]:
Guys are all going to get access to this it is as as we saw on the other screen

John Clendenning [40:36]:
Carpet marketing masters.com 2024 worksheet the other one was workbook this is now worksheet so understand the

John Clendenning [40:42]:
Difference right there right so right Angel Target say do you want to hit 550,000 let’s dou it down let’s call

John Clendenning [40:48]:
250,000 you want to hit 250,000 you get to do this make a copy right you’re going to see this you can

John Clendenning [40:54]:
Make a copy of this file right um you can watch a webinar training from before

John Clendenning [41:00]:
On this from last year we’ll update that link with with this one soon enough um

John Clendenning [41:05]:
And then you’re going to play on your success path and you can’t see it on the screen but at the bottom there’s a whole bunch of tabs there’s there’s four more

John Clendenning [41:10]:
Or three more other tabs at the bottom that we’re going to click through a little bit as well so you get an idea of it just going to do a quick primer on

John Clendenning [41:15]:
This I want you guys to dig in on your own right so if you want to hit 250,000

John Clendenning [41:21]:
A year that is $2,833 33 a month right so anything with the arrow on it you can

John Clendenning [41:26]:
Change anything without on it you can’t change right and then so what is your average ticket value you’re saying well

John Clendenning [41:33]:
John we average kind $225 a job and g go that sucks now you need 93 jobs at that

John Clendenning [41:39]:
Rate a month to get $20,000 a month to hit your goal did you know that you need

John Clendenning [41:46]:
93 jobs in the books so there’s about 22 working days in a month at $225 minimum

John Clendenning [41:52]:
Or average not minimum but average job you need to know your averages right um um you need 93 jobs you know again

John Clendenning [42:00]:
Divided by 22 working days if you’re not working every Saturday and Sunday as well and burning yourself out right if

John Clendenning [42:06]:
It’s you know 250 should be one one one crew on the road maybe two guys right a

John Clendenning [42:12]:
Helper that’s going to be helping to take over and that kind of thing so you know are you going to be able to do five

John Clendenning [42:18]:
Jobs a day every day it’s roughly the number right or can you raise your prices and like most of our clients

John Clendenning [42:25]:
Average job sitting on almost 500 bucks most of our clients are in the $400 to $500 range right they may not have

John Clendenning [42:32]:
Started there but look it now you only need 42 jobs you need two jobs a day

John Clendenning [42:37]:
Which is easier trying to get four or five jobs a day every single day or two jobs a day right now you know oh how do

John Clendenning [42:44]:
I do this becomes the question right what’s your average conversion rate

John Clendenning [42:50]:
Don’t guess figure it out every lead that reaches out to you needs to go on a

John Clendenning [42:55]:
Chart somewhere in a tool somewhere and you need to calculate how many of those did I turn into to customers your

John Clendenning [43:03]:
Repeats better be 100% your referrals better be like 95%

John Clendenning [43:09]:
Right but everybody else people that don’t know you haven’t tried you before weren’t referred to you

John Clendenning [43:16]:
What is your conversion rate on those everybody tells me oh 80 90% when we see their numbers it’s 20 30 they just

John Clendenning [43:22]:
Forget about all the ones that said no right you got to want to hit like a conversion rate above 50% say you

John Clendenning [43:29]:
Actually figured out oh my gosh my conversion rate is only 35% you need way better scripts you need way better

John Clendenning [43:35]:
Followup you need a whole bunch of nurturing there’s a lot of stuff you need but now you need 119 inquiries a

John Clendenning [43:41]:
Month at that conversion rate to get two jobs a day but if that conversion rate

John Clendenning [43:47]:
Is 60% because you’re amazing our office got up to 75% conversion rate I we track this meticulously once I learned about

John Clendenning [43:53]:
It again I didn’t know anything any of this stuff before I knew it I knew I had to figure out it got presented to me

John Clendenning [43:58]:
Somewhere in the day and 20 25 years ago I went that’s good let me start with that right so same idea now you only

John Clendenning [44:06]:
Need 69 leads to generate 42 jobs because your

John Clendenning [44:12]:
Conversion rate’s better look at that that was a huge number 35% 119

John Clendenning [44:17]:
Generating 119 leads is hard generating 69 70 leads not as hard

John Clendenning [44:25]:
Not at all and where are they come from 20 to 30 different places and I’ll show you those right what’s your average cost to generate a lead well that number here

John Clendenning [44:32]:
You can write your own number in but I actually got it on this screen here what are you currently doing right

John Clendenning [44:37]:
Pay-per-click what is the range if you know because your your pay-per-click provider should be able to tell you what

John Clendenning [44:43]:
It the cost is right now to generate an inquiry right they should also be giving

John Clendenning [44:49]:
You the ROI on that and how much based on your average job your average job reported back what is your your actual

John Clendenning [44:56]:
Roi on on that paper click campaign on its own and how does it has some other impact in brand awareness but ultimately

John Clendenning [45:02]:
It has to stand on its own local service ads 19 to 45 we actually have some clients that are

John Clendenning [45:08]:
$67 is their is their actual cost per per phone call in local service ads and

John Clendenning [45:13]:
It’s insanely profitable for them oh my God how is that possible well they book 30% because their average job is 750

John Clendenning [45:21]:
Bucks so if they book one out of every three and they paid $65 just for easier

John Clendenning [45:26]:
Numbers um that is9 $195 per person that finally books they

John Clendenning [45:33]:
Need three people before they get one booking would you pay $195 in lead cost marketing cost just to

John Clendenning [45:40]:
Get one customer if you knew the lifetime value of the client and your average job was 750 you would do that

John Clendenning [45:45]:
All day long $750 the first time lifetime value over $10,000 in repeats

John Clendenning [45:51]:
And referrals if you track your clients you know this and math works better in your favor Facebook ads $10 to $22

John Clendenning [45:57]:
Generate lead um just need a lot more of them because they’re Tire kickers um not bad there’s a really good use for

John Clendenning [46:02]:
Facebook ads it’s just not generating hundreds of leads without a discount price um repeat referrals how much do

John Clendenning [46:09]:
You pay for that are you pay doing newsletters and magazines or like um mailings and stuff like that what is

John Clendenning [46:15]:
Your actual cost to generate you know per client to generate a return if your average client returns once every 18

John Clendenning [46:22]:
Months or every 16 months or do you know that some clients never return some clients return three times a year on

John Clendenning [46:28]:
Average there’s an average between that running the math math is our friend um you will know that and that will give

John Clendenning [46:34]:
You this number and then when it’s all dialed down like even SEO and Google Maps and stuff like that how much does
SEO costs decrease annually, organic ranking important.

John Clendenning [46:39]:
It cost at the end of the day to run an SEO program and it this gets cheaper and cheaper and cheaper every year just so

John Clendenning [46:45]:
You know the numbers go down and down and down once you rank more and more and more it’s the longest thing to take into

John Clendenning [46:51]:
Action and it is the most important thing in your business to rank organically because only about 20 to 25%

John Clendenning [46:57]:
Of the population in Google and only 60% of people ever make it to Google to find

John Clendenning [47:03]:
A carpet cleaner they 40% do everything else but only 20 to 25% stop on

John Clendenning [47:08]:
Pay-per-click so you want to be on the paid ads you want to be down in maps and organic because that’s where the other

John Clendenning [47:15]:
75 to 80% go so that that’s how you get that number goes in there and it tells you right now your minimum monthly

John Clendenning [47:21]:
Budget required and I’ll tell you 9% is low um but your minimum monthly bu budget

John Clendenning [47:27]:
Required is um is going to be a couple thousand bucks to get to that range and

John Clendenning [47:33]:
Again that number should be sitting about 15 to 20% I’ll show you why it kind of says nine there but it’s just because we got got to get change some

John Clendenning [47:39]:
Numbers on on one of the other screens here right so marketing budget 20% right

John Clendenning [47:45]:
So that number actually needs to be updated over to here to get that to work

John Clendenning [47:52]:
Um so now we know that we need to spend 50 Grand in the year

John Clendenning [47:58]:
$4,100 a month to maintain a 250 thou not to maintain that’s probably the

John Clendenning [48:04]:
Wrong word to grow a $250,000 a year company that will then hit 300,000 the next year that is a

John Clendenning [48:11]:
Growth number 15% if I change that to 15 right we dropped a th000 bucks off the marketing budget that’s close to more

John Clendenning [48:18]:
Maintaining 20% is growth range right no idea why that says 2022 we will fix that

John Clendenning [48:25]:
There we go um anyways so how much did you allocate online nowadays it’s about

John Clendenning [48:31]:
70% 20% for offline marketing door hangers Flyers taking the real estate agent out for lunch bringing coffees and
Utilize 20% offline marketing, 10% repeat/referral.

John Clendenning [48:37]:
Donuts to the flooring stores and the you know all of those other referral partner sources and stuff like that

John Clendenning [48:42]:
Handouts pens and paper and you know brochures and and information that when you stop into the chiropractors and the

John Clendenning [48:48]:
Medical offices and the accounting offices and stuff like that and just stay in front of them and FaceTime and FaceTime and FaceTime right even get

John Clendenning [48:54]:
Your technicians to do it you’re going what John I can’t get my technicians to do anything they can talk to a customer if they’ve got a a downtime we called it

John Clendenning [49:01]:
The downtime routine they can talk to these business owners right and then about 10% for repeat and referral right

John Clendenning [49:07]:
You want to make sure that you’re you’re again a lot of that’s pick like you know picking up the phone and stuff like that is free sing an email is free sending a

John Clendenning [49:13]:
Text message is pretty much free so where’s the cost actually come in the mailings the database mailings um you

John Clendenning [49:20]:
Know monthly quarterly annual reminder you know you don’t just send a a mail or

John Clendenning [49:26]:
Oh I sent a text message to my clients good that’s awesome what else did you

John Clendenning [49:31]:
Do could you imagine if credit or collection agencies said well we just send a text message how many times just

John Clendenning [49:37]:
The ones did you get paid oh gosh no same idea they’re not waiting for you

John Clendenning [49:42]:
They’re not in love with you a text message has no no ability to influence anybody who needs a little bit more

John Clendenning [49:48]:
Influencing it’s just a text message right an email does only gets open 30% of the time if you’re lucky 50% of the

John Clendenning [49:54]:
Time right if you hit the inbox L and don’t have any spammy marketing words in your email and you’ve already run it

John Clendenning [49:59]:
Through email Checkers and you’ve got your SPF records and your dkim records and your dmar records all aligned

John Clendenning [50:05]:
Properly and if you don’t even know what I just said you need a digital marketing company to help you because your email is not getting delivered at all without

John Clendenning [50:11]:
That stuff so why do you want to hit the mailbox because you need to be in front of them why do you want to pick up the phone because you still need to be in

John Clendenning [50:17]:
Front of them you need multiple steps in your marketing plan you need to have if you’ve got a marketing promotion it gets

John Clendenning [50:24]:
A message that hits them followed up with hey did you get that text messages are best used hey did you get my email it was this subject line go look for it

John Clendenning [50:31]:
That’s a better text message than oh we got a deal or we got this whatever right um the

John Clendenning [50:36]:
Email could be either before or after the physical mailing so you know when we did our

John Clendenning [50:43]:
Reminder mailings we did a mailing at month 10 11 12 13 we did four mailings right four mailings several calls in

John Clendenning [50:52]:
Between that just reminders hey we let we sent a mail you just want to make sure you got it yeah yeah yeah you’re one of our VIPs we don’t want that to

John Clendenning [50:57]:
Run the next month yeah we had to take one away one of the bonuses away one of the extra things we were going to give

John Clendenning [51:03]:
You um but it’s your anniversary it’s month 11 next month’s your anniversary month on month 11 hey it’s your

John Clendenning [51:09]:
Anniversary month here’s your anniversary savings we talked about the other two bonuses are

John Clendenning [51:14]:
Gone then extended one month only month 13 guess which one got the most

John Clendenning [51:20]:
Revenue fourth one month 13 always got the best Revenue because now we’re about

John Clendenning [51:25]:
To take it all away we’d already taken away all the bonuses up until the um the anniversary client right so anyways that

John Clendenning [51:32]:
Is why database marketing is doesn’t need to be huge because um again if

John Clendenning [51:39]:
You’re you know if you’re doing $50,000 the breakdown is pretty easy $ 35,000 in online marketing about $22,900 a month

John Clendenning [51:46]:
Management fee and any paid ads you’re running right get your SEO going get your website going get conversions going

John Clendenning [51:52]:
Get all of that kind of stuff and make sure you have an ad budget right 10,000 goes towards your offline Market

John Clendenning [51:57]:
Per year so about a th a month that’s a good amount of door hangers and yard signs and and and lunches out with the

John Clendenning [52:03]:
Um with real estate agents and tier designer bringing coffees and stuff like that and about $5,000 to your database

John Clendenning [52:09]:
Right you’re going to Market and mail your database right if that again $250,000 if you’re half a million dollars these numbers double anyways

John Clendenning [52:16]:
Right so and then where you want to break that down you’re going to figure that out down here the online marketing

John Clendenning [52:21]:
Is the part we care about right so your portion that’s going to online marketing

John Clendenning [52:27]:
Is 35,000 so where should the 35,000 go right 35% should go to SEO 55% should go

John Clendenning [52:35]:
To paid ads of some sort and awareness and all that and 5% should go to

John Clendenning [52:41]:
Retargeting anybody comes to your website should be retargeted right so there’s the breakdown display ads that that there’s a monthly breakdown right

John Clendenning [52:47]:
There and again these numbers can be adjusted up and down and then what what do you send out we even gave you a marketing

John Clendenning [52:52]:
Calendar right and reminded you of the digital method that we teach we do and

John Clendenning [52:59]:
We provide right so again all like scroll across so anyways if you want

John Clendenning [53:06]:
Access to all of this and how to you know here’s again payperclick email

John Clendenning [53:11]:
Social media SEO all of it should be aligned with the offer of the month and all going into your database and there’s

John Clendenning [53:18]:
An example of a whole marketing plan for you so hopefully you found that valuable um you know I think I think there’s a

John Clendenning [53:24]:
Lot of gold in going through that with your own business thinking sitting down and thinking through that all right so

John Clendenning [53:30]:
Goals so what are your goals for the last half how many leads do you need to

John Clendenning [53:36]:
Hit your your annual Target that you’ve set for yourself at the beginning of the year how close are you are you on track

John Clendenning [53:41]:
Are you ahead of it do you want to want to change that this is time that we can change that Target now too like hey my God I was only thinking I should grow by

John Clendenning [53:47]:
10% I’m already 20 20% up great make it 20% like you’re 20% on the first half of

John Clendenning [53:53]:
The year make it at least 20% for the second half change your goals like change the Target right um you want to

John Clendenning [54:00]:
Change you want to um achieve omnipresence become the best known cleaner in your to all your ideal local

John Clendenning [54:05]:
Customers you want them to know your name more than they know anybody else’s and how do you do that starts with the

John Clendenning [54:12]:
Fundamentals you want to update your marketing message so again fundamentals let’s go back one screen message Market

John Clendenning [54:20]:
Media what you say who you say it to and where how that could how you say where

John Clendenning [54:27]:
You say the media right how is your ideal customers mindset being

John Clendenning [54:32]:
Changed yeah think about that what what is your messaging that’s getting to them what do you need to say to them that

John Clendenning [54:38]:
Gets into their head who is your ideal customer right so your ideal

John Clendenning [54:43]:
Customer in residential cleaning services 35 to 55 year old um typically

John Clendenning [54:49]:
Female casionally male married two to three kids head of the household um they run the the family in the home and we

John Clendenning [54:56]:
Know in in in most homes it’s the it’s the there there is a female at the head

John Clendenning [55:03]:
Of the house that runs the house in a lot of cases not all cases demographics all that stuff but it is predominantly

John Clendenning [55:09]:
90% of the homes that 80% of the homes we’re in right so um that annual

John Clendenning [55:14]:
Household income is way off nowadays the annual household income is probably about 165,000 for the average um I think

John Clendenning [55:22]:
A one was just missed on this actually um family oriented reliable pet takes pride in their home um right takes

John Clendenning [55:29]:
Interest in the community all that kind of stuff and then what are their pains and frustrations right can’t get the carpet

John Clendenning [55:35]:
Cleaning company on the phone that’s a big one nowadays or to message them back um they have a frustration they need

John Clendenning [55:40]:
Something cleaned it stinks right the home is not smelling fresh they’re too busy to deal with it worried that you

John Clendenning [55:46]:
Know the situation their home can get unhealthy wants to know she she’s maintaining her home properly great good

John Clendenning [55:51]:
That’s your ideal customer right so what are the more like again fears

John Clendenning [55:57]:
Implications of hiring you they don’t want to be ripped off they don’t want to pay too much they don’t want to feel like they paid too much they want to

John Clendenning [56:03]:
Feel that they got value that does mean you lower your prices that means you provide more value um they want to um having their home damaged from faulty

John Clendenning [56:09]:
Workmanship they don’t want that um they want to R rate wait around all day for you to show up they want to know when you’re coming they becoming um being

John Clendenning [56:17]:
Inconvenienced um trying to even coordinate it um they don’t want any sort of disaster nowadays they’re going

John Clendenning [56:24]:
To be concerned if they can even afford it maybe there’s a reason why you should be doing in on Insight on-site quotes

John Clendenning [56:29]:
Because then you can explain the value and explain why you’re charge more

John Clendenning [56:35]:
But they can definitely afford it for the value it gives and how much longer between cleanings we know if they rent a

John Clendenning [56:40]:
Machine and clean it poorly within a month it looks as bad if not worse than it did before and they need to rent a machine again so there is no savings

John Clendenning [56:46]:
There but also a discount provider uh three rooms in a hall $99 guy they’re going to have similar experience we know

John Clendenning [56:52]:
That right or they’re going to be upsold $3 $400 and have the bait and switch right right so we can elay all those

John Clendenning [56:58]:
Fears in our marketing and the way we position our company they’re um they’re going to be concertive they should SP spending money because of everything

John Clendenning [57:04]:
That’s in the news I just showed you the news look at that right um goals and desires get the carpet clean as we

John Clendenning [57:10]:
Talked about but um maintaining the carpets so they don’t need to be replaced is now a thought right I can’t

John Clendenning [57:15]:
Afford new carpets and new flooring what the heck do I do right I can’t afford new area rugs I can’t AFF afford new

John Clendenning [57:21]:
Upholster what do I do is that in your marketing messages right now um you know they want to have a just behind them

John Clendenning [57:26]:
Well-kept home preserve the money right they you know may not be wanting to live in a nicer more luxurious luxurious home

John Clendenning [57:33]:
Right now they just want to make sure they can keep the home they’re living in and keep it looking nice right they might not want to drive a nicer car they

John Clendenning [57:39]:
Might just want to drive an electric car right which is lower on maintenance all in all right so um till maybe the very

John Clendenning [57:45]:
End of their life however that story goes right so they want all of these things so if you can see Joe Jones through Joe Jones eyes you can sell what

John Clendenning [57:52]:
Joe Jones buys so if you see your customers you can sell your customers right if you know where their fears are you can write websites and everything

John Clendenning [57:58]:
Else like that so now we can craft our messages why should someone choose your business over the competition can you

John Clendenning [58:05]:
Answer that quick like what are the top three reasons they should choose you well because we’re better and there the

John Clendenning [58:10]:
Other guy go yeah he’s better than me no he’s saying the same thing literally why

John Clendenning [58:15]:
Should they choose you over the competition if you can’t answer that with concrete evidence why you’re better what you do

John Clendenning [58:24]:
Differently how you do it what you guarantee what you offer your 22 step

John Clendenning [58:30]:
Rebel clean because you’re Rebel carpet cleaning you know what I mean your Rebel clean system your whatever you know like and it’s different that we do all of
Rebel clean system, 200% money-back guarantee, convenient.

John Clendenning [58:36]:
This your you know your 200% money back guarantee like on and on on what are those things and what benefits do you

John Clendenning [58:43]:
Offer that your Target customer Avatar will resonate with right do we offer

John Clendenning [58:48]:
Convenient booking right do you want to have online booking I’d say no because who’s going to choose your prices

John Clendenning [58:54]:
Without any context to why they should choose you right so an online book now usually works best if you’re cheap and

John Clendenning [59:00]:
If you’re cheap you don’t make enough Revenue to do all this stuff we’re talking about right so there’s a better way to do it you know with with if you

John Clendenning [59:06]:
Raise your pice prices 20% you can more than pay somebody to answer your phones pay them $25 every time they to book a

John Clendenning [59:12]:
Job in for you and they’ll make money you’ll make money because you raise your prices 20 20% it will cover their cost

John Clendenning [59:18]:
You’ll make more money and you can do better marketing and that and you can teach them how to answer the phones and influence people more and you’ll

John Clendenning [59:24]:
Actually book more as well right so you know for text messaging and phone calls and stuff like that so what benefits do

John Clendenning [59:29]:
You offer your Target customer will resonate with right quick drying times safe natural solutions you think about

John Clendenning [59:35]:
Those kinds of things right because you need to be able to tell them that in your messaging so safe natural eco-friendly cleaning 100% satisfaction

John Clendenning [59:43]:
Guarantee highly trained technicians bonded andur trustworthy no facial

John Clendenning [59:48]:
Tattoos and piercings you know whatever all of that kind of stuff the more you can drip upon we not like you know some

John Clendenning [59:55]:
Of these other compan you’re scared of right answer the phone live answer text messages live answer emails live they’re

John Clendenning [1:00:02]
Getting a call back within a minute um or a text message within a minute they’re not waiting half a day that’s

John Clendenning [1:00:09]
Old school that is out the window now people treat DMS messenger messages um

John Clendenning [1:00:14]
All of that text messages as if it was a phone call they’re just too shy to call you and they want somebody chatting back

John Clendenning [1:00:19]
To them right now honest pricing no sales given not lowest pricing honest pricing we charge exactly by the square

John Clendenning [1:00:26]
Foot we clean here’s what that means we charge exactly this per room if if you want us to move furniture this is our

John Clendenning [1:00:32]
You know mer furniture moving fee or search charge whatever right if you we’re working around the furniture you

John Clendenning [1:00:38]
Have it moved out of the room ahead of time this is the discount off of our room rate whatever you want to do or the the you know that kind of price savings

John Clendenning [1:00:44]
Because we’re saving time you’re saving money whatever have honest honest natural pricing that is easy to

John Clendenning [1:00:50]
Understand right how you adjust your messaging in a tight economy preserve the in the largest investment in home

John Clendenning [1:00:56]
Your flooring your carpet your tile your wood your area rugs your upholstery second largest investment in most

John Clendenning [1:01:02]
People’s homes um don’t replace that area rug leather couch renew it save money time hassle get it done right the

John Clendenning [1:01:09]
First time explain how using rental machines or discount companies means that they’ll probably have to pay again

John Clendenning [1:01:16]
We fix the mistakes Discount Cleaners cause that’s a good message value bundles get XYZ clean and we’ll also

John Clendenning [1:01:23]
Clean ABC at no extra charge right right get your carpets and upholstery

John Clendenning [1:01:30]
Cleaned you know minimum 500 feet of carpet and

John Clendenning [1:01:36]
Three pieces of holstery clean and we will also clean the mattresses in your home absolutely free will include a free

John Clendenning [1:01:42]
Flight of stairs cleaned absolutely free we will clean you know up to three rugs or scatter mats absolutely free What

John Clendenning [1:01:50]
Will clean 100 square feet of tile absolutely free if you did all of this stuff right bundle and Save so not a

John Clendenning [1:01:56]
Discount they have to give you more money to save so when you speak to your ideal client your website has to speak

John Clendenning [1:02:02]
To that ideal client right you want to talk about how they’re going to love you why you do things differently the eight

John Clendenning [1:02:08]
Reasons why um you know all of that kind of stuff you have to have all of that on your on your on your website right now

John Clendenning [1:02:14]
Where do you do it everywhere multi-channel marketing you do not hit one channel right you need JV Partners

John Clendenning [1:02:23]
There’s a pole in the water social media where is 35 to 55 year old college and

John Clendenning [1:02:28]
University educated skewed 80 more 80% towards women Facebook that is their

John Clendenning [1:02:33]
Exact demographic oddly enough it’s the exact demographic of of our cleaning businesses you need to be there YouTube

John Clendenning [1:02:39]
Anytime somebody searches online on Google for carpet cleaners near me upholster cleaning to cleaning the other

John Clendenning [1:02:44]
3,000 keywords more than 3,000 keywords people type in um that when they look for something and Google uses AI

John Clendenning [1:02:51]
Algorithms now instead of keyword optimization to help rank so you got to understand ranking is not about you know

John Clendenning [1:02:57]
Stuffing a page with keywords it’s about topical Authority content and clusters and links and all kinds of stuff but

John Clendenning [1:03:03]
When somebody searches that search term even if your website doesn’t show up why

John Clendenning [1:03:08]
Not have a pre-roll YouTube video the next time they go to look at a silly cat video or whatever on YouTube before they

John Clendenning [1:03:14]
Do there’s a car video from a local carpet cleaner why because it’s still pretty cheap advertising um it’s not

John Clendenning [1:03:21]
Oversaturated locally yet and it’s you the know that they’ve been looking for a

John Clendenning [1:03:26]
Carpet cleaner and if you can influence them the right way you’re now on the radar you’ve now created one of those um

John Clendenning [1:03:32]
11 zods zero moments of Truth one of those five or six brand Impressions they need you know those things so anyways

John Clendenning [1:03:39]
Right radio eventually DriveTime radio people still listen to their radios um yeah I’m sure there’s XM radios and all

John Clendenning [1:03:45]
That kind of stuff I I get that but a lot of Business Leaders and local business owners and and all of that kind

John Clendenning [1:03:51]
Of stuff real estate agents and all that they actually listen to the local the local talk radio they do because it’s you know in

John Clendenning [1:03:59]
Your Marketplace maybe there’s a country radio station that gets more of that that crowd you’re not looking for the younger 20-some demographic you’re

John Clendenning [1:04:06]
Looking for the business educated um 20 you know 35 to 55 year

John Clendenning [1:04:13]
Old crowd we know who the demographic is now you just go to the radio stations if you’re over half a million dollars why do you think the plumbing the biggest
Successful companies allocate a percentage of revenue.

John Clendenning [1:04:19]
Plumbing companies in town the big biggest roofing companies in town all also seem to do these things because they got to that point where the

John Clendenning [1:04:25]
Percentage of their revenue maybe they’re a million a year two million a year and they do because they have a lot

John Clendenning [1:04:30]
Of equipment costs and they’ve got a lot of um supply cost that we don’t have in

John Clendenning [1:04:35]
In cleaning industry you know so their their actual percentage that goes out the door cost a good sold before they

John Clendenning [1:04:40]
Actually come down to the raw um Revenue that then gets divided but for for

John Clendenning [1:04:46]
Marketing might be you know again of their gross revenue it might be 10% right so they do 2 million a year they

John Clendenning [1:04:52]
Need 200,000 in marketing right right that might be 10% because they actually only have a gross or a a a net profit or

John Clendenning [1:04:59]
Net revenue after um cost of good sold of maybe 1.2 million on their 2 million right so that’s now closer to 20% again

John Clendenning [1:05:07]
So math kind of works out but um so now they’ve got $200,000 to spend that gives them more room to do radio and sponsor

John Clendenning [1:05:15]
The Little League teams and all that kind of stuff right so but what you need to be doing is neighborhood marketing door hangers yard signs all that kind of

John Clendenning [1:05:21]
Stuff um in the ideal neighborhoods find the other businesses that work in those neighborhoods and make JV partners with

John Clendenning [1:05:26]
Them you need a website that’s set up you need paid ads that are running they got to be seen everywhere and in fact if
Maximize online presence for business success.

John Clendenning [1:05:32]
You want to take a screenshot of this this is an example of a boat 50 poles in the water and every single one of them

John Clendenning [1:05:38]
Needs to be in the water at some point every single one of them is going to generate something done properly with

John Clendenning [1:05:43]
The right marketing the right message and the right psychology maybe Google ads go up this month and do really good

John Clendenning [1:05:49]
What if they start slowing down what if your competitors jump in What if it’s you know something changes in the Google ad platform which happens all the

John Clendenning [1:05:55]
Freaking time that’s the only thing you got your business is sink or swim by that but what if you’ve also got Facebook ads

John Clendenning [1:06:00]
Running and organic and Google Maps and that’s been built up to the point where it’s generating 60% of all inbound leads

John Clendenning [1:06:06]
Before you even run a paid ad yet which it should be um you got you’re in online online groups and social groups and

John Clendenning [1:06:12]
You’re doing awareness and you’re doing you know doing your JV Outreach you’ve got somebody on your team calling ahead

John Clendenning [1:06:17]
And setting up appointments for you to go for coffee and discuss your referral reward program where you’re going to

John Clendenning [1:06:23]
Give them a free whole home of cleaning for them eles to see how great you are if they want to be part of your referral reward program as a as a local partner

John Clendenning [1:06:30]
On and on like there’s just a million ways to do this right but it all needs to happen one by one by one you go oh my

John Clendenning [1:06:36]
God John that’s a lot yeah running a business is a lot but you don’t do it all at once you set rocks my rock is to

John Clendenning [1:06:43]
Get a JV partner program in place by the end of quarter three now you’ve got one of your three to four main rocks get a

John Clendenning [1:06:50]
JV partner program in place by the end of Q3 that will move your business forward for the next 20 years if you

John Clendenning [1:06:55]
Never do it it will never get done it could take you two to three months to really dial that in and get it in place

John Clendenning [1:07:01]
Get the marbles out of your mouth when you go to call get your scripts in place you know all that kind of stuff once you’ve got it in place you can just do

John Clendenning [1:07:07]
Next next next that just becomes a program you run and every single week there’s five new outbound phone calls

John Clendenning [1:07:13]
And your office girl does it or maybe you you have a call center do it for you right so if you ever need help with that

John Clendenning [1:07:18]
We’ve actually partnered with a company that does all of this stuff as well it’s not our company but it’s a partner company that works for some of our

John Clendenning [1:07:24]
Clients that does all of this outbound marketing answers their phones books their calendars all that kind of stuff so anyways it allows you to free up some

John Clendenning [1:07:31]
Time but if your prices are too low you can’t afford it anyways you need to raise your prices so that the customer

John Clendenning [1:07:36]
Covers that bill not you make sure that your Hub converts your website is the Hub everything

John Clendenning [1:07:43]
Eventually leads back to there right people that are coming through an awareness funnel a marketing funnel top

John Clendenning [1:07:49]
Of funnel they’re just they’re just aware of you they don’t need you right now they’ve become aware of you that’s interesting middle of funnel I kind of

John Clendenning [1:07:56]
Think I might have a need and these guys kind of seem like the right guy bottom of funnel oh my gosh I really need this done now I’ve put it off way too long

John Clendenning [1:08:02]
I’ve got guests coming my place smells funny looks funny whatever and those are the guys I want because you started at

John Clendenning [1:08:09]
The top of funnel right so in that Journey they make it to your website and

John Clendenning [1:08:14]
Your website better be built to convert better be buil built to convert there are certain things that have to be in

John Clendenning [1:08:19]
Certain places for your website to work psychology just proves people go across

John Clendenning [1:08:24]
They see your logo they see your phone number is it big and the boldest thing call us now Act Fast whatever is there’s

John Clendenning [1:08:30]
Something in top Corner branding your company top Corner how to get a hold of

John Clendenning [1:08:36]
You when they start scrolling the old days of newspapers above the fold was the paper sat folded in half you had to

John Clendenning [1:08:42]
Flip the p p paper over to get the second part you had to open it to get inside the paper and read the rest

John Clendenning [1:08:48]
Newsmen knew that above the fold was the most important place to get a paper

John Clendenning [1:08:53]
Bought the the the newspaper paper game was insane five cents of paper and they made millions of dollars it was you know

John Clendenning [1:09:00]
Just by what they put above the fold your website is the same thing because us humans have not changed where we go

John Clendenning [1:09:06]
And what we do is different how we do it is exactly the same we do not scroll down a second or a third time very often

John Clendenning [1:09:14]
It better be insanely compelling right so above the fold you better have a form you better have something about Google

John Clendenning [1:09:21]
And your guarantee or your um your um your your your reputation and your review right you better have a strong risk

John Clendenning [1:09:27]
Reversal guarantee not we’re the best oh because your competitors are

John Clendenning [1:09:32]
Second best oh do they know that no you have to we absolutely guarantee that if you’re not happy at all not only will’ll

John Clendenning [1:09:39]
Give your money back if you can find anybody else to make you they get the carpet cleaner we’ll pay them to do that for you right bold shocking guarantees right

John Clendenning [1:09:48]
You need to tell them they have to have testimonal you need to tell them about who you are as the business owner and why you started the business you need to

John Clendenning [1:09:54]
Tell your founder story right I call it the foundation you need your compelling sales proposition why you over everybody

John Clendenning [1:10:00]
Else what is that what are those reasons right you need your founder story you you you absolutely have to have that out

John Clendenning [1:10:07]
In the marketplace you need your risk reversal guarantee and you need your your your absolutely impactful brand

John Clendenning [1:10:13]
Messaging if you have those four things all your marketing is easy right so

John Clendenning [1:10:19]
Here’s an example website built to convert one of the ones we built risk reversal guarantee right a phone number

John Clendenning [1:10:24]
Up here um they actually have one they call it self-booking um but it’s basically leads to a a form they fill

John Clendenning [1:10:30]
Out and whatever and a phone number and that there’s a call us right here um and we’ve

John Clendenning [1:10:36]
Got um review pops going on one of our services you click on it the whole screen takes over with reviews and you

John Clendenning [1:10:42]
Can just scroll through them and they’re Live reviews you click on them you end up right you know opens another screen and you end up Facebook you end up

John Clendenning [1:10:47]
Google you end up on exactly where that live review is because it teaches the algorithm as well that you are real and

John Clendenning [1:10:52]
That you actually connected your website to an actual live review on on on Google

John Clendenning [1:10:58]
On Facebook stuff like that and it actually helps your SEO as well as helps the customer form above the fold we use Smart forms we build them ourselves in

John Clendenning [1:11:05]
Carpet cleaner lead Pro that is our own automation tool that we’ve had out for a couple of years now allows you to

John Clendenning [1:11:10]
Nurture and talk to your customers without you having to and when they fill out this form there’s you know and they

John Clendenning [1:11:17]
Submit it the business phone rings and if you press one on the phone it rings the customer’s phone if they answer the

John Clendenning [1:11:23]
Phone you’re now talking to them within one minute of filling out a form if you can’t answer the phone they can’t answer the phone or it’s after hours they get a

John Clendenning [1:11:29]
Text message thanking for the filling form and asking them a few for few more questions and starting a conversation

John Clendenning [1:11:35]
Same thing happens with here this is a chat to text they don’t have to sit on your website and continue a website chat

John Clendenning [1:11:41]
It text them on their cell phone and they can carry on with their day and you’ve now got their cell phone number to Market them right really good stuff

John Clendenning [1:11:47]
So is your website set up with authentic images no babies lying on carpets and families and dogs sitting on couches if

John Clendenning [1:11:53]
I see that ever again you know we should start slapping people around because nobody no that that’s just a brochure a

John Clendenning [1:11:59]
Website’s not meant to be a brochure it’s who you are what you do and why you do it right do you have project Pages

John Clendenning [1:12:04]
Talking about your happy customers that you Market everywhere else around the web as well do you speak to your target Avatar are you a stressed out overworked

John Clendenning [1:12:11]
Um um you know head of the household that has to take your you know running your kids to dance and karate and soccer

John Clendenning [1:12:19]
And you know million other things that you have to take care of let alone worrying about

John Clendenning [1:12:25]
The the the healthfulness and C cleanliness of your carpets and your Upholstery and how to how to care for that properly that’s where we come in

John Clendenning [1:12:32]
Let us take over we need know exactly how to do that and we want to set your mind at ease take a look at all these

John Clendenning [1:12:37]
Reviews and customers that love us and why we do things differently right um you include video elements people stop

John Clendenning [1:12:42]
On video if the longer somebody sits on your website the higher it ranks it’s one of the it’s one major ranking Factor not the only one but one of of the major

John Clendenning [1:12:50]
Ranking factors is people staying on your page long enough right video keeps them on the page hi I’m the owner of the

John Clendenning [1:12:56]
Business instead of a picture of the owner always better right um does it showcase your online reviews like we

John Clendenning [1:13:01]
Showed you to make it easy for them to take action um do you have your basics in order what we just talked about phone

John Clendenning [1:13:07]
Number in the right place and you know what’s above the fold um are there calls to action as soon as somebody Scrolls

John Clendenning [1:13:13]
Consider them a goldfish they forgot what to do next show them again give them hey give us a

John Clendenning [1:13:19]
Call um request a quote form phone number click the call

John Clendenning [1:13:25]
On the mobile version is it mobile optimized so that that’s a click to call button and not just a button that they

John Clendenning [1:13:31]
Still have to write the number down um leverage offers you know again not discounts but value ads um are you
Optimize website with detailed, engaging, SEO-friendly content.

John Clendenning [1:13:39]
Giving them an offer to two a chat are you leveraging automation right so is

John Clendenning [1:13:44]
And again is your website set up for to built for SEO and your visitors did you know that you need about, 1500 to 2,000

John Clendenning [1:13:50]
Words on each page of your website to rank did you know that you need a page for every single one of your services

John Clendenning [1:13:56]
Your homepage has only one function and that function is to align with your Google Maps listing and align with your

John Clendenning [1:14:02]
M your core Google Maps category and to be sort of like a catchall page for your

John Clendenning [1:14:07]
Website right of everything who you are and what you do then the deeper story goes onto your about page and if it’s

John Clendenning [1:14:14]
Done right most people end up in your homepage your about page and your your um service pages each service page has

John Clendenning [1:14:20]
To have, 1500 to 2,000 words of engaging content but let’s assume they’re not going to read it all but you got to

John Clendenning [1:14:25]
Write it in a way that the search engines can read it and then you need supporting Pages underneath that of happy customers and project stories and

John Clendenning [1:14:33]
Blog post and all that kind of stuff you need a page for each one of the service areas you you service so each one of the

John Clendenning [1:14:39]
Cities or major suburbs that you service needs its own page why because Google doesn’t rank a website for everywhere it

John Clendenning [1:14:47]
Ranks it based on what topics and and areas you’re talking about on the website if you’re not talking about it

John Clendenning [1:14:52]
It doesn’t rank for it right you can’t just let us oh we serve all of these things and Google is oh that one page you’re so amazing nope not at all Google

John Clendenning [1:14:58]
Ranks a page as if it’s a reference document on that one thing so you have to have create General topical Authority

John Clendenning [1:15:06]
On that one thing and you do that by creating topical Authority clusters underneath it so you can have point of

John Clendenning [1:15:11]
Interest pages and neighborhood Pages underneath each City page pointing back to it but it’s who you are and what you

John Clendenning [1:15:17]
Do in that area all right so is your website ready to

John Clendenning [1:15:23]
Go take a look write something down check out what we just talked about on your website if it’s not think of

John Clendenning [1:15:30]
The massive amounts of jobs you’re missing out on your website your organic

John Clendenning [1:15:35]
Rankings in Google Maps or below Google Maps in organic rankings below the maps um should be the number one driver of

John Clendenning [1:15:44]
Inquiries to your business in all of the most successful businesses we’ve worked with paid ads is a distant third organic

John Clendenning [1:15:51]
Is number one Google Maps is number two if your Google Maps is even flipped and number one you’ve got problems with your

John Clendenning [1:15:57]
Website because more people still end up on your website than just going to Google Maps if it’s done

John Clendenning [1:16:04]
Properly so SEO and organic rankings is the large asset value that you can sell a business for saying we rank everywhere

John Clendenning [1:16:11]
And it’s constantly growing because our SEO team is amazing and we just keep expanding our our reach um and more and

John Clendenning [1:16:17]
More and more people find us for more and more of our services and more and more keywords because they keep adding more content to support the main pillar pages and and and and you can sell your

John Clendenning [1:16:25]
Business for that reason it’s more important than your truck mount buy like a lot okay and conversions you got to make

John Clendenning [1:16:33]
Sure you’re converting your leads it’s the biggest issue facing most home service companies 60% of inbound leads

John Clendenning [1:16:40]
Leave unconverted on average only 40% of inbound leads do anything 90% of web

John Clendenning [1:16:46]
Forms fail to convert if you actually check the people that fill out your web form and how many actually booked a job just because it

John Clendenning [1:16:53]
Wasn’t done properly it’s not the form it’s the follow-up right leads that are not followed up within 15 minutes go

John Clendenning [1:17:00]
Cold they got to be followed up within one to five minutes to actually be you know incentivized to choose you the

John Clendenning [1:17:07]
Average customer must be followed up with five to seven times before they book they have questions they go back and forth let me think about it you

John Clendenning [1:17:12]
Don’t let them think about it they say let me think about it don’t let them think about it hey how much does it cost to get three rooms in a hall clean you

John Clendenning [1:17:19]
Don’t answer that question right away right awesome I really appreciate yeah we can definitely help you with that let

John Clendenning [1:17:24]
Me let me tell you I’m G I’ll get you the answer for that for sure um what kind of research have you done

John Clendenning [1:17:30]
On us so far what do you know about us right ah I just saw your at or oh my God I was heard heard from a friend two

John Clendenning [1:17:36]
Different totally different ways you’re going to have the conversation perfect tell me a little bit more about those areas do you have pets do you have kids you have stains like you just start your

John Clendenning [1:17:42]
Normal little script and cool well while I’m figuring out an estimate here for you let me tell you why most people who call or most people message us do book

John Clendenning [1:17:48]
With our services over anybody else’s right psychological moment carry on there’s ways to do this the double your

John Clendenning [1:17:55]
Sales right so today’s consumers prefer to interact via text message versus

John Clendenning [1:18:00]
Phone call so what’s the proven solution Market you leveraging marketing

John Clendenning [1:18:06]
Automation again our tool is called carpet cleaner lead Pro but what we do is we follow up with web forms and chats within two minutes we get them on the

John Clendenning [1:18:13]
Phone with you right away as much as possible and if not there’s an automation following up automated followup um Can will touch every

John Clendenning [1:18:21]
Prospect five times and engage in two-way messaging within the first couple days we then we
Polite follow-up for potential customers for 2 weeks.

John Clendenning [1:18:29]
Go on over the next two weeks if they didn’t become a if they did if they didn’t end up physically having a

John Clendenning [1:18:35]
Conversation with you starting a booking conversation stopping that kind of stuff they are messaged for two weeks politely

John Clendenning [1:18:41]
And done so like again a welcome guest not an annoying pest um before we kind

John Clendenning [1:18:46]
Of turn the tables and make a decision are they going to be archived or are

John Clendenning [1:18:51]
They going to get a harder push and that’s a question at the end of about two weeks of somebody having reached out

John Clendenning [1:18:56]
Um because you want to build a lead list that continues to Market directly to them and you want that lead list 10

John Clendenning [1:19:01]
Times bigger than your customer list so you want anybody who decides they they

John Clendenning [1:19:06]
Step up they didn’t quite book yet maybe something happened or they just went with somebody else you don’t know what

John Clendenning [1:19:12]
The issue is you drip on them every single month until they come back

John Clendenning [1:19:17]
Because they will if you give them the right message and the right happy customer stories they didn’t get that from the other guy you’d be lucky if

John Clendenning [1:19:24]
There’s two or three guys in town that do that amazing of a job there’s more than enough opportunity

John Clendenning [1:19:31]
That they probably didn’t do something as well as you guys and if you’re telling stories about how you wear booties and roll out the red carpet and

John Clendenning [1:19:37]
You know your customers just love the way that you’ve left the house smelling clean and fresh and even left behind like a a carpet fragrance they could

John Clendenning [1:19:44]
They could sprit on their carpets anytime they wanted like well my guy didn’t do that well that’s in your follow-up emails over months and months

John Clendenning [1:19:49]
And months right so anyways and that’s all automated in in a tool like that so lead generation you get them once lead

John Clendenning [1:19:57]
Nurture you chase them forever why is it valuable let’s look at the

John Clendenning [1:20:02]
Math 164 leads come in in one month right that’s not a bad number that’s average 30% conversion rate you suck

John Clendenning [1:20:09]
That’s average though but you suck at an average where did they come from all of these sources all of these poles in the

John Clendenning [1:20:14]
Water you booked 50 jobs 49 jobs your average is 325 I’ll give you browning

John Clendenning [1:20:19]
Points for that um you did 16 Grand right from from new iries coming in this

John Clendenning [1:20:25]
Isn’t your repeats and your referrals this is just new 30% all the way in you leverage a tool like carpet cleaner lead

John Clendenning [1:20:31]
Pro or automations of some sort right how do you get $199,000 more work how do you almost like more than double that

John Clendenning [1:20:38]
Sometimes even triple that how do you change to a 70% conversion rate better

John Clendenning [1:20:43]
Scripts is going to take you from 30% to closer to 45 50% anybody who falls off

John Clendenning [1:20:49]
Is going to be nurtured and talked to and nurtured and talked to it’s going to remind you hey it’s been 3 days have you heard from this person yet call call

John Clendenning [1:20:54]
Them back like you’re going to need to be you need to be reminded your staff needs to be reminded hey it’s been a week you haven’t they haven’t booked yet

John Clendenning [1:21:01]
You haven’t moved them yet call them back right we’ve already messaged them two or three more times call them back right so until they step up or tell you

John Clendenning [1:21:08]
You know what I found somebody else okay that’s fine and and opt out into your long-term nurture for next time right

John Clendenning [1:21:14]
But what if they end up going with somebody else or the washing machine broke the transmission on the car went

John Clendenning [1:21:19]
Out and they had to spend the money on something else you don’t know that they’re not going to find you in three months they’re going to get lucky if

John Clendenning [1:21:25]
They find you in three months they’re going to find somebody else right so now you’ve stayed in front of them every

John Clendenning [1:21:30]
Single month now three months from now they find you because they you they you’ve influenced them now you go from

John Clendenning [1:21:36]
50% to 60% nine months later 10 months later 12 months later they didn’t like this guy they now book with you now you

John Clendenning [1:21:43]
Got 70% so the original leads didn’t cost you any more money but you generated 70% to come back over time

John Clendenning [1:21:53]
More right away for sure with better scripts and better followup and better nurture quite a bit more but even more

John Clendenning [1:22:00]
Over the long term and now nothing changed average job’s the same but now you did 114 bookings from those those

John Clendenning [1:22:08]
Lead inquiries that came in in November 2023 by this point you’re now 114 of

John Clendenning [1:22:14]
Them have booked not just the 49 that booked right away and now you’ve got almost $40,000

John Clendenning [1:22:21]
Not $116,000 so hopefully that makes sense that’s how you make money every lead

John Clendenning [1:22:26]
More valuable looks like this everything’s just an automated workflow followup um you got to see these charts

John Clendenning [1:22:31]
In the background oh my God it’ll make your your head spin how how many different layers and nuances of if they

John Clendenning [1:22:37]
Do this do this if they do that do that and then as soon as they they they’ve gone from being a lead to actually having a conversation now what happened

John Clendenning [1:22:43]
On the conversation did they say ah let me think about it did they book a quote did they book a job and that changes the entire funnel flows again that’s already

John Clendenning [1:22:50]
All built for you all the emails in carb cleaner lead Pro and text messages looks like this leads come in all these stages

John Clendenning [1:22:56]
It’s one of our clients it’s actually their back end that’s how many new leads they’ve got going into their funnels and

John Clendenning [1:23:02]
Where they’ve moved them over to right so you want the pipeline full you want smart automation you want stale lead

John Clendenning [1:23:07]
Alerts and reminders and cold lead nurture and so much more so what are you going to do right now to to take

John Clendenning [1:23:15]
Advantage of any of this information about about sort of the market the message and the media and your website

John Clendenning [1:23:22]
And all of that stuff and line it all together we’re pulling everything back together again we’re going to go hey

John Clendenning [1:23:27]
Let’s look at everything this is that mid midyear you know breakdown this isn’t this isn’t for the little kids

John Clendenning [1:23:32]
This is for the big boys and girls you need to now plan a couple of hours of going through all of your stuff and

John Clendenning [1:23:39]
Poking holes in all of it I do it all the time with our stuff all the time I’ll just sit down every quarter at

John Clendenning [1:23:45]
Least and just poke holes what am i g to work on this time like that could be improved that can be improved what am I

John Clendenning [1:23:50]
Split testing right you need to at least list it out even if you don’t know how to do it you know it’s it’s usually who

John Clendenning [1:23:55]
Not how right you you need to know what but who who’s going to do it right you

John Clendenning [1:24:01]
Got to figure out the what this is the what so what three conversion elements will you implement on a website right track your kpis we talked

John Clendenning [1:24:09]
About that know your numbers right you need to know um you need to understand

John Clendenning [1:24:14]
Lead nurt what we review reviewed so far set your goals Clarity on the economy um
Set goals, optimize website, embrace video content.

John Clendenning [1:24:20]
Make sure your website’s optimized understand you need to lead nurt Automation in 2024 and you need to commit to using your kpi tracking

John Clendenning [1:24:26]
Dashboard for everything key trends video we need to keep adding more and

John Clendenning [1:24:32]
More and more video you need video shorts you need to like you find a way to get video um either yourself grab the

John Clendenning [1:24:39]
Phone it’s it’s you know listen to Gary Vayner Gary ve um he swears like a

John Clendenning [1:24:45]
Trucker multi multi multi-millionaire um getting close to being a billionaire I think and um from New Jersey and he’ll

John Clendenning [1:24:53]
Tell you you know you don’t have enough content out there if you’re doing 100 pieces a day you still don’t have enough

John Clendenning [1:24:59]
We’re not even going to get close to that obviously but you can’t say that you did a blog post or you did a social media post once a day or once a week or

John Clendenning [1:25:05]
Once a month and say that you’ve got enough right and video content is better so what kind of video content take

John Clendenning [1:25:11]
Videos on the job before during after anything don’t make it fancy you don’t need special editing tools we have the best video tool on our in our in our

John Clendenning [1:25:18]
Hands is our cell phone use you know you can use a tool called capture or captions sorry captions app and and at

John Clendenning [1:25:24]
You know once you’re done a video it’ll put all those little captions below and you can set that out right um shift from

John Clendenning [1:25:31]
Phone conversations to message conversations how do you sell by chat do you know how to sell by chat hey do your

John Clendenning [1:25:37]
Tile look like this and you’re trying to get it to look like this and you add images to your chat you do that you’ve just a Picture Tells a thousand words

John Clendenning [1:25:43]
You’ve just solved problems for people um you must have an all-in perspective it’s not one thing if you’re skipping

John Clendenning [1:25:49]
Out an SEO it’s the long game it is the part of a business that will grow them you know grow your business the most it

John Clendenning [1:25:56]
Just takes longer and that’s why it becomes a smaller and smaller and

John Clendenning [1:26:01]
Smaller community that does it and it’s a smaller and smaller smaller community that lasts only 5% of

John Clendenning [1:26:08]
Businesses or was it 80% of business small businesses fail after the first within the first five years 90% of who

John Clendenning [1:26:15]
Are left fail within the next five years that’s the small business administration not my numbers right so are you part of

John Clendenning [1:26:21]
That failing crowd or that growing crowd and you need to know that the businesses

John Clendenning [1:26:26]
That that don’t fail had to focus on marketing Allin perspective no what to

John Clendenning [1:26:32]
Do where to do it how to do it right so PID ad social media email Direct Mail all that stuff it has to be everything

John Clendenning [1:26:38]
It has to be offline marketing Grassroots marketing um neighborhood Outreach and referral partners and you

John Clendenning [1:26:44]
Just have a plan for all of it one at a time pick the three or four things you’re going to do this quarter from

John Clendenning [1:26:49]
July to se the end of September that is that is Q3 what are you going to get in

John Clendenning [1:26:55]
Place what are you going to learn what books are you going to read what information do you need to know to grow your business you do that and your

John Clendenning [1:27:02]
Business will be light years ahead of anybody else that you talk to any of your buddies that don’t do any of that stuff do that again the next quarter

John Clendenning [1:27:08]
You’ve grown again right it’s not luck so it’s not the best cleaner that

John Clendenning [1:27:14]
Wins it’s the best known cleaner that wins so um and what you know economic

John Clendenning [1:27:19]
Concerns will dominate the news cycle think about those what what can you tap into how can you help people in your

John Clendenning [1:27:24]
Marketing message right live chat on the website we showed the at right so take a

John Clendenning [1:27:30]
Look at this plan to update your plan you want to have your website built

John Clendenning [1:27:36]
To convert you want to have Google Maps optimization online reputation is a big one online offline database marketing

John Clendenning [1:27:42]
Strategic paid ads you want to have all of these stuff right so our company carpet cleaner marketing Masters deals

John Clendenning [1:27:48]
With this obviously we help with it we can consult on it we can have a chat right um You can go to our website

John Clendenning [1:27:54]
Carban marketing masters.com and download the checklist to do a self- evaluation to see how your online

John Clendenning [1:28:00]
Marketing is going at least you’re you got your internet marketing right it’s a good starting point we’ve got this a few

John Clendenning [1:28:06]
Short questions I believe because I’ve got another um when I do Consulting

John Clendenning [1:28:11]
One-on-one Consulting I get another 82 question um survey that you you spend hours doing because it will tear apart

John Clendenning [1:28:18]
Your entire business what do you do about this what do you do about this what do you do about this how do you do this how do you do that and it gets you thinking on all the aspects of your

John Clendenning [1:28:25]
Business right to resell and repeat and refer um you you need to have all of your RS in place right so um and that

John Clendenning [1:28:33]
You know those that Consulting is something I’ve done for for years for Chamber of Commerce members and and and

John Clendenning [1:28:39]
That kind of and we just go deep into your business right so um some of our clients we do that with as well if if if

John Clendenning [1:28:45]
They want to do that right so all of the different aspects of your business and delivering a client experience have you

John Clendenning [1:28:50]
Worked your way through that is it one of your rocks for this quarter you can’t do it all so pick it right so anyways

John Clendenning [1:28:55]
Start with your online marketing and do this quick little checklist first um and we’ve covered a lot covered a whole

John Clendenning [1:29:01]
Bunch I’m not going to read that off we’ve covered a lot so what are the top three internet

John Clendenning [1:29:06]
Marketing initiatives you’re going to implement to hit your goals in the last half what are you going to put in place

John Clendenning [1:29:12]
For Q3 let’s get them let’s get them going now Q4 play those after let’s get Q3 in

John Clendenning [1:29:22]
Place to Jo is going to give you this carpet cleaner resource kit right Grassroots marketing we just talked

John Clendenning [1:29:29]
About all the Grassroots stuff that you should be doing there’s a whole guide on how to do it and how to write scripts
Guide for real estate optimization and marketing.

John Clendenning [1:29:34]
How like what what to do to with real estate agents what to do with property managers all like all of it all of it

John Clendenning [1:29:40]
We’ve got a guide for that right checklist you’ll find it in there as well so you can either go to carp

John Clendenning [1:29:46]
Marketing Masters and get the checklist or download this at carpark masters.com rewards with an S and you’ll get this

John Clendenning [1:29:53]
How to optimiz your website your Google Maps planning guide this one’s I think it I think we’ve updated since 2021 I’m

John Clendenning [1:29:59]
Not sure if I’ve updated that picture but a lot of the basics are still the same there’s not much of the basic

John Clendenning [1:30:05]
Blocking and tackling that’s different to get your Google Maps to rank more for more of the Search terms and more of

John Clendenning [1:30:11]
Your services and then wider than just one mile around your office actually wider around because you got about a 15

John Clendenning [1:30:17]
Mile radius is the 10 is average 15 is if you can stretch it with depending on

John Clendenning [1:30:22]
Your competitors is about as wide as you’ll ever rank you can say oh my service area is all the way out here and

John Clendenning [1:30:27]
Over there Google’s going yeah we don’t care we’re not going to show you in the maps there we’re going to show you in the maps probably only about a mile

John Clendenning [1:30:34]
Around if you ever had that that done for you anybody anybody ever run one of

John Clendenning [1:30:39]
Those um radius heat maps for you of how far away from your ad actual address

John Clendenning [1:30:44]
That Google knows even if you hide it Google knows where you are because you had a postcard come to your house have you ever had that radius map ever um of

John Clendenning [1:30:51]
Ever um created for you to know how far around you rank for carpet cleaning near

John Clendenning [1:30:57]
Me upholster cleaning tile cleaning carpet cleaning services like all those terms right if not you should it’d be

John Clendenning [1:31:03]
Very enlightening to see how how how many people can actually see you two miles three miles five miles away from

John Clendenning [1:31:09]
Your office if if they’re searching and what they do see instead right and on

John Clendenning [1:31:14]
Your cell phone what you see is entirely different than anybody else sees as well because you’ve Googled yourself a bunch of times Google changes the results

John Clendenning [1:31:21]
Based on your IP address your device your search history all of that stuff it is not a static oh I’m in number one no

John Clendenning [1:31:28]
You’re in number one on your phone just so you know not on anybody else you don’t know that you can’t prove that so

John Clendenning [1:31:34]
When these heat maps are done it is like an alien dropped right on top of your house was

John Clendenning [1:31:40]
Handed a brand new Android phone that’s never been used before and they they Googled it for the first time and they

John Clendenning [1:31:46]
Have no IP address with any history or anything like that that’s the way the heat maps are done to know in a raw pure

John Clendenning [1:31:53]
Test somebody who doesn’t already know you where would you show up right so and then how to build your website or how to

John Clendenning [1:31:59]
Lay out your website is included in that as well so takeways what did we learn today what are you going to implement

John Clendenning [1:32:05]
Hopefully we learned something do you need any help with any of this like maybe maybe there’s a little bit of help

John Clendenning [1:32:10]
Needed I don’t know that you only know that are you planning to double the business in the next year two years if

John Clendenning [1:32:16]
So is what you’ve done so far on path to knowing how to double the business every

John Clendenning [1:32:23]
Year or do you think you need help yeah there’s a lot of strategy oh my God I just haven’t done any of those strategies is there a reason why you

John Clendenning [1:32:29]
Haven’t done any of those strategies right implementation is everything right so are you like do you know how to

John Clendenning [1:32:35]
Implement or do you need help with that right so think about that we call it the best known cleaner it’s tied all

John Clendenning [1:32:40]
Together website SEO social media paid ads Google Maps reputation lead

John Clendenning [1:32:46]
Automation um one central Communication hubs all tied together to become an omnipresence Marketing System it’s the

John Clendenning [1:32:53]
Only way to grow a business in today’s day and age is not one poll in the water it is 20 30 polls in the water and the
Digital dominance method for brand authority visibility.

John Clendenning [1:32:58]
Digital polls are at least 15 to 20 of them right so our digital dominance method covers all of that as well but it

John Clendenning [1:33:04]
Starts with your sales proposition your risk reversal guarantee your logo your

John Clendenning [1:33:10]
Brand right got to figure out your brand first have the right Voice have the right images have the right all that and

John Clendenning [1:33:16]
Then your Authority are you an authority in the marketplace how do you know that are people talking about you are you

John Clendenning [1:33:21]
Taking the feedback you get and sharing it everywhere to prove you’re an authority are you taking the reviews that you get and sharing them out so

John Clendenning [1:33:28]
They don’t just sit static on Google not only to be seen by somebody who searches for carpet cleaning three years from now

John Clendenning [1:33:33]
Or you taking them and sharing them everywhere to be seen by everybody tomorrow right so think about that and

John Clendenning [1:33:39]
Then a visibility are you even found do you even know do you know how to look right so that’s our digital dominance

John Clendenning [1:33:45]
Method it goes deep into each one of those those those um eight um cogs in the wheel or key factors so if you’d

John Clendenning [1:33:52]
Like help with creating any of this stuff a larger than life business become the best known cleaner you can hop on

John Clendenning [1:33:58]
Our schedule right so you’ll fill out a little bit of a survey um you’ll get a a

John Clendenning [1:34:03]
Call from chrisha and if it makes sense you’ll hop on a call with me and we’ll do a consult not a sales pitch we’ll

John Clendenning [1:34:09]
Just do a consult we’ll chat we’ll go over your business we already have done a deep dive it’s about a, value and I’m

John Clendenning [1:34:14]
Not kidding I charge 500 bucks an hour for Consulting obviously and um we we

John Clendenning [1:34:20]
Spend about four or500 in research dollars on you going through tools like ah refs and and um local search tools

John Clendenning [1:34:27]
And all kinds of stuff and social media tools we’ll check out your competitors and you and everything and come back and

John Clendenning [1:34:33]
Show you the gaps where you’ve got huge opportunities that you’re missing out on

John Clendenning [1:34:38]
A whole bunch of quality leads and quality inquiries of people that are ideally suited for your business to to

John Clendenning [1:34:44]
For your cleaning services so we can have that conversation find those gaps figure out ways to fill the gaps so

John Clendenning [1:34:51]
Anyways hopefully that makes sense oops I guess I can switch back and say by so hopefully that all makes sense um

John Clendenning [1:34:59]
Hopefully this I know this a little bit of a longer one it always takes about 90 minutes I I should have probably updated the very first slide to say not 60 but

John Clendenning [1:35:05]
90 us takes about 90 minutes to get through a planning session um just to kind of get through all of the things you need to be thinking about um it

John Clendenning [1:35:11]
Takes three or four hours sometimes longer to do them right you have to block out time so again every quarter I

John Clendenning [1:35:18]
Would block out at least a couple of hours every quarter in your calendar to do your next planning session at the six

John Clendenning [1:35:24]
Monon Mark I’d be blocking about three or four hours just to tear everything apart like we just talked about download

John Clendenning [1:35:30]
The worksheet do all of that stuff at the end of the year I’d probably block you know some people do a whole day some

John Clendenning [1:35:35]
People do a weekend like companies do weekends where they you know it’s a planning session where they go through

John Clendenning [1:35:41]
All of all of the stuff it’s not just a bunch of people sitting around drinking beer or coffee and having a chat about the business there’s a plan in place if

John Clendenning [1:35:47]
You’ve been to those if you’ve worked in corporate if you worked in businesses that have done that where they go away for a retreat might be a little bit of

John Clendenning [1:35:52]
Fun here and there like you you know whatever but there’s a lot of work that should be done if it’s done properly

John Clendenning [1:35:57]
Where you’re literally tearing the business apart and making plans to move the business forward you can do that if

John Clendenning [1:36:04]
Your business of one right don’t plan a weekend away you know with the wife and

John Clendenning [1:36:09]
Kids to do a business planning no but if if if you know if your family husband

John Clendenning [1:36:14]
And wife are part of the business yeah plan it away with Grandma watching the kids but not to to go out and you know

John Clendenning [1:36:21]
Hit the town maybe go out for dinner and stuff like that but the whole thing is like literally set up the laptop set up

John Clendenning [1:36:27]
You know open up the books have everything planned what you’re taking with you and break your business down and what worked what didn’t work what

John Clendenning [1:36:32]
Are our numbers what numbers don’t we know what do we you know all of that stuff do that right once a year at six

John Clendenning [1:36:39]
Months do a check-in at quarterly do a shorter check-in and plan your rocks plan what you’re aiming at and keep
Quarterly check-ins: set goals, stay focused.

John Clendenning [1:36:46]
Those in front of you all day every day what is it I I committed to get accomplished at the end of these three

John Clendenning [1:36:52]
Months what do I what are the three or four things that are going to get in place that’s it right and did I get them

John Clendenning [1:36:57]
In place how many need to be moved into the next quarter and you don’t want you want most of them done you want to have

John Clendenning [1:37:03]
A focus on them or you know I can’t remember the name of the principle it should come to me but where you know

John Clendenning [1:37:10]
Work expands to fill the space available to it if you give people less time to do something if you give yourself less time

John Clendenning [1:37:16]
To do something the chances of you getting it done are better how many people you know in school crammed the night before the test right you had

John Clendenning [1:37:23]
Weeks and weeks and weeks to complete the essay or to you study for the test and you cramm the night before it’s

John Clendenning [1:37:29]
Common right so it gets compressed into the you know to the time a lot if you can press it and say oh by the way we’ve

John Clendenning [1:37:35]
Got a test in three days everybody’s cramming anyways right the ones that don’t like to cram that odd few I didn’t

John Clendenning [1:37:42]
Like that everybody else is going yeah that works for me I’m going to cram anyways right so do it set yourself up

John Clendenning [1:37:48]
For Success that way so anyways hope you guys found value in this um any takeaways by all means um hit us up the

John Clendenning [1:37:55]
Facebook group carpet cleaner success Secrets oh sorry carpet cleaner marketing Secrets um you want to go to

John Clendenning [1:38:02]
The carp you want to Ping us message us go to our Facebook page go to our website there’s a whole bunch of

John Clendenning [1:38:07]
Different places um that you can kind of find a little bit more information on that but yeah give us a message for sure

John Clendenning [1:38:12]
And we’ll get you into that group um you have to there’s a signup application process so you got to be an owner of a carpet cleaning or home cleaning service

John Clendenning [1:38:18]
Company and and that’s probably the biggest requirement but anyways um and you got to be willing to share be you

John Clendenning [1:38:25]
Know a good Community Citizen and share if that sounds like right for you and you want to learn a lot more of these marketing initiatives and ideas and kind

John Clendenning [1:38:31]
Of just banter and bunch things off of people and hey John you mentioned that on the webinar can we talk about that

John Clendenning [1:38:36]
That’s where that happens right so anyways hopefully that makes sense um and thanks again for everybody showing

John Clendenning [1:38:42]
Up and with that I bid you Ado and carry on with the rest of your day