Today I'm joined by marketing genius Josh Latimer. Josh started his cleaning
business in a trailer park and desperately wanted to make $500 a week.
Fast forward to the day he sold his company and he was still servicing the
same small town but making a hundred and fifty thousand dollars per month. Since
selling his business three years ago, Josh now has dedicated his life to
helping business owners like you reach their full potential. How? Josh has an
amazing podcast called the Quick Talk podcast this is value packs telling you
how to grow a service business. It's a great listen stick it on whilst you're
in the van. Josh has also founded SendJim.com a
business that sends ultra personalized mail to your dream customers, getting
them to pay attention to you and chuck your competitors generic flyers in with
the recycling. Josh has also developed the ultimate marketing super course that
has guest speakers that have all grown small businesses like you, ready to teach
you how to grow your business to the heights that you've dreamed of. Today
we're joined by Josh, who's gonna give you the three tips you need to know
before starting any marketing campaign whether that's Google Ads, Facebook ad
leaflets, putting a magazine ad together, whatever it is these are the three tips
you need to know. Over to you Josh. Hey Daisy, thank you so much. My name is
Josh as Daisy said and I ran a home service company for ten years and I want
to talk to you about Direct Marketing, Direct Mail and kind of just marketing
in general. Now for me for the first two and a half years I had my company it was
really, really, difficult. I struggled tremendously a lot of it was
psychological. I didn't understand how much opportunity there was. I didn't
understand that the market that I was serving like the the area of the local
area that I was doing offering my services in. I didn't realize how big the
opportunity was that we could do hundreds of thousands of dollars per
month cleaning things. I had no idea that in fact of my original goal when I
started my company was to make five hundred dollars a
week which would have been a huge thing and I would get all stressed out
thinking. How do I get four customers to pay me 125 dollars? Right? Then that same
business in that small town ended up doing over a hundred and fifty thousand
dollars a month and the reason we had success was twofold. Number one, it was
systems. It was creating a lever, a system, a repeatable duplicatable trainable way
for us to find new customers on demand. That was number one and number two, it
was leveling up my own belief of what the opportunity was, right? So
when it comes to marketing you want to get new customers but you got to remember that
not all customers are created equal. You don't want any customer you want the
right types of customers and early on in my business I would attract the
completely wrong types of customers. People that were bottom feeders people
that would try to beat me up on the price all the time and I couldn't figure
out why I was attracting these types of people. Let me give you a scenario here
when my company was larger and automated and we had everything systemized and we
had a very luxurious high-priced premium service that we offered, we would go do
an estimate for someone in our local market and let's say that the estimate
was $600 worth to clean some things for them and then what would happen is that
homeowner would get other estimates and some of these small owner/operator
companies would, would roll up and write their estimate on the back of a business
card or something and they would be two hundred and fifty dollars we would be
$600 but we would still get the job almost every single time and the smaller
companies in our area hated our guts, they hated us and we're nice people but
we were getting way higher prices and they didn't understand why they were
losing these jobs, because they didn't understand perceived value, they didn't
understand how to target and attract the right types of customers, and what would
happen is we would get this job, right, and so Bob, this other guy who would
lose the job would get scared and go into panic mode and guess what Bob would
do? Is he would lower his price even more for the next quote that he would do
which is the opposite of what needs to happen. What you got to do is you have to
attract and I'm gonna tell you how to do that here I'll give you three simple
practical filters that you need to use with all of your marketing. You need to
attract the right customers and then you need to wrap your service in this
package of massive perceived value and I'll
explain what that is in a second. Now the three filters are very simple. The first
thing is is hyper targeting. You do not want to market, advertise or
offer your services to everybody. You need to get really specific on who your
best customers are and where they live. And, where are they at? Where are they
congregating? What lakes do they live on? What Golf Course communities do they
live in? And what gated neighbourhoods are they in? Right? You need to list that out
and get really hyper focused and hyper targeting the right types of customers.
No exceptions, no excuses, not all customers are created equal you want the
ones that have the money, that care about luxurious, premium, high quality
service. They care about integrity, and trust, and the way that you operate as a
business, not just the price. The price should be like fourth or fifth of
importance on this type of customers list if you want to get high prices, if
you want to have a really profitable company, this is how you do it, hyper
target the right people. Paper targeting can be a neighborhood, it can be an
income, it could be on families with kids, it can be on lots of different things
depending on what kind of service you offer but hyper targeting is the first
key. The second thing you want to do when you market to people whether it's using
direct mail or Facebook ads or anything is you want to personal as I personalize
your message personalization is huge, right? So you don't just make a blanket
statement like, carpet cleaning $99 a room, that's what everybody
else does. Instead you hyper target a certain neighbourhood and then the direct
mail or the Facebook ad that you're serving to that area will say Dear Lake
Travis residents, right? Dear Lake Ontario residents, whatever, some way to
personalize it. Another way that we did this was we would send postcards in the
mail and there would be a picture on the postcard of everybody's individual house
on the postcard. It can be trickier to do that, that's actually what my software
SendJim does but you can also do it manually and it would hyper personalise
these direct messages so our response rates will go through the roof. People
are getting their mail, they see a picture of their own house on the card.
Another way you can do it is you can send them a letter or another type of
postcard that has a picture of the street sign or the neighborhood entryway
to their neighborhood. You take a picture of that you send it to em
everybody in the neighborhood and you make an offer for that neighborhood
specifically naming it by name. It takes a little bit extra effort to put
together something like this but it makes you become a nightmare to compete
with because nobody in your market, I promise you, almost nobody is doing this
type of stuff so you're hyper targeting the right area, you're personalizing the
the message on your postcard, your door hanger, your flyer, your facebook ad
whatever you're personalizing it to those people specifically. And then the
third step is multi-touch. You cannot just throw your message out there once
and hope for the best. Although that's what 95% of people do. They get a little
bit of money, they're terrified to spend money on scaling their business on
marketing they're terrified because they don't know what they're doing and they
haven't done it before and they don't have a master plan they don't understand
their numbers and that's a topic for a different video but you have to do this
over and over and over and over, during the right times of year. So if you look
at your whole 12 months or your revenue for your company, right? You might make a
whole bunch of money here here here and then it dips down then it goes back up
then it goes way down and then it starts over. I call that a revenue curve. You've
got to make sure that you're hyper targeting, a personalized message and
hitting people multiple times just as you're about to enter the peak of your
revenue curve. That's when people want to spend money on this stuff that you do.
That's when they're ready to get out the checkbook and pay for the home service
that you offer. Don't spend all your money when no one's buying. Spend your
money right before everyone's buying, charge very high prices and then last
but not least I said I've mentioned this let's talk about perceived value the way
you answer the phone, the way that your uniform looks, the way that your
literature looks when you give pricing and estimates, the way that your email
signature looks when you follow up with a client, the way that you do the service,
the way that you ask for referrals, the way you do a walk around after the job.
All these little things, the voice inflection you have on the phone, all of
it adds to what is called perceived value. And if you want to get super high
prices you can't just focus on doing a good job mowing the lawn or cleaning the
carpet, everybody does that. You have to focus on what it feels like to do
business with your company in the first place. How many rings did it take for you
to answer your phone? When you can figure this out these little touch points, these
little perceived value opportunities when you
figure out how to exceed the customers expectation at every turn
you can charge way higher prices in your competition and when you figure out how
to hyper target, a personalized message and hit the right people multiple times,
the right time of year, when you figure that out, you can build your business to
be as big as you want it to be. Back to you Daisy. Josh, thank you so much, it's an
honour to have you on the Digitool show. I know that your tips come straight from
the heart you have been in the same position as so many of us growing a
business and going through highs on the lows of getting it off the ground. Guys,
please, please implement the steps that josh has given you he is giving you tips
that he has learned the hard way and is used to implement an amazing very
profitable business. Now Josh is there anywhere that all of our audience can go
to find out more about you and the amazing products that you offer.
Absolutely, if anybody wants to find out about my company you can just go to
SendJim.com now we are a software company based in the United States our
software only works for small service companies that are in the United States
as of right now. But we also have some other resources and educational stuff on
Facebook, if you just look me up on Facebook, you can watch some of my videos
and free teachings and thank you for having me on. It was a pleasure, Daisy,
thank you. If you've enjoyed this video be sure to hit subscribe and you will be
the first person to be notified when a new video is released. If you can't wait
till the next video then join our Facebook group there's over a thousand
smart business owners, all sharing advice on how to market your business better.
There's new conversations every single day and I'm sure you'll get some great
lightbulb moments. The link to join that Facebook group is in the description
below this video. I'll see you over there!
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