Where can you listen, rewind, fast forward, and pause for slow motion during a conversation that you never want to forget, because it is so full of meaning and value?

Where can you sit in the comfort of your couch or easy chair and explore the far reaches of the subject you crave information on?

Answer: Books.

I constantly marvel at the immense value of the books that I regularly refer to and consult when I am developing new marketing strategies or simply tweaking and improving the marketing systems I have in place.

Below are a couple of snapshots of some of the books that have been indispensable in helping my window cleaning business over the past year and a half, and in opening my eyes to the power of marketing. While I don’t agree with or love every single thing in all these books, I can honestly say that they all contain amazing insights that can directly help your window cleaning marketing efforts.

I hesitated to share them at first, but I realize it would be selfish not to.

If you are not sure about any of them, leave a comment below, and I’ll be happy to clarify the title and author for you.

I would also like to point out that the book “Predictable Irrational” by Dan Ariely is not in either photo, but is essential to your personal marketing library.

Again, please leave a comment below if you need to clarify any of these titles or authors.

]]> http://kevindubrosky.com/the-3000-marketing-education-that-costs-22/feed/ 0 http://kevindubrosky.com/new-iwca-keynote-address-jan-2010/ http://kevindubrosky.com/new-iwca-keynote-address-jan-2010/#comments Tue, 02 Feb 2010 20:44:55 +0000 Kevin http://kevindubrosky.com/?p=257

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Eight window cleaning business owners spent four hours behind closed doors, talking openly and specifically about how to market their services even more successfully and profitably.

This focused session included a discussion of principles from an astounding book called “Purple Cow”, written by marketing expert Seth Godin.

If you are new to Seth’s style and message, then you owe it to yourself to watch this great video of a seminar he held just 2 years ago in Baltimore, where he expounds a bit more on the topic of building a purple cow (around the 18-minute mark).

He addressed an audience of software developers, but you’ll soon see that his ideas can significantly and positively help your window cleaning business too!

Enjoy!

Congrats!

How much marketing strategy have you built in?

In reality, there is no way of knowing whether or not it will make money for your company, but you can certainly tilt the game in your favor by applying as much proven marketing strategy as possible into your approach.

Example One:

Horror Story Flier Design

Here’s what this flier has going for it:

1. It’s different from any other flier they’ve ever seen.
2. It looks like a news clipping, people love news.
3. It tells a compelling story.
4. It has a clear call-to-action.
5. It’s 100% trackable.
6. It is focused on selling a downloadable report, not an estimate.
7. It’s very specific to its target market.

Not bad.

Example Two

The X-Ray Flier

Here’s what this flier has going for it:

1. It’s very different from any other flier they’ve ever seen.
2. It looks like an actual x-ray, which they can’t ignore.
3. It has a clear call-to-action.
4. It’s 100% trackable.
5. It’s viral because people want to show it to other people.

Also not bad.

Will they work in your market, for your window cleaning company?

There’s no way of knowing without testing it. And as always, make sure you test small! But paying attention to incorporating proven marketing strategy reduces your risk and increases your chances of creating something remarkable that will make your phone ring and bring in the maximum revenue possible.

All fliers are not created equal, but that’s never an excuse to produce weak materials.

Kevin

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It was released in 2008 for a very limited run of 20 vehicles, with a price tag of US$1.4 million.

And fortunately for you, it provides you with a very valuable reverse-engineered marketing secret about the creation of value: it can be manufactured at will.

Maybe a quick comparison will shed light on this. Let’s start with some details about the “regular”, everyday-man’s Lamborghini – the Murcielago.

Lamborghini Murcielago LP640 $358,000

631 bhp V-12
0-60 mph 3.4 seconds
380mm ceramic brakes
4-wheel drive
Amazing styling
Anyone can buy one

Lamborghini Reventon $1,400,000

641 bph V-12 [10 more]
0-60 mph 3.4 seconds [same]
380mm ceramic brakes [same]
4-wheel drive [same]

Looks like F-22 Raptor Jet
Carbon Fiber body + few parts
Special seats
Only 20 made

Lesson: Value can be manufactured at will.

And no one has to give you permission.

Thank you Lamborghini.

And yes, like you, I still want one. And either one above will be just fine.

Okay, let’s begin.

What’s the last thing you bought?

Why did you buy it?

Was it pretty?

Was it shiny?

Did it make you feel special?

Pampered?

Save you time?

Make you look cool?

Earn you more money, somehow?

Make someone jealous?

When you buy something, ask yourself “Hey, self! Why the heck did I just buy that??” and do a little reverse engineering.

Once you’ve identified the trigger, find a way to use it on your clients and prospects the very next week.

It’s a free education, it’s proven to work, and you can start right now.

It’s just one of those things that everyone likes to think they understand but that everyone disagrees on, so lemme tell you right now how I define it.

Marketing is anything you wittingly do to persuade your target prospects to separate themselves from as much of their money as possible, and as often as possible, while still leaving them completely satisfied with their entire transaction and service experience.

In other words, maximizing the revenue, without compromising the integrity. That’s the “Kevin Dubrosky” definition.

That’s what I can help you do. Or do for you, if you prefer.

If you sell Vietnamese fusion food, or $4,000 pens, it’s all the same, simply because people are the same.

Let’s begin now, and get some marketing working for you.

In the meantime, here is a cool example of what can happen when you get super creative with making commercials:

Amazing Youtube Commercial

Just today I received yet another flier bursting with colorful photos of cute people exercising.

Stop and think: Why do people go to the gym?

They go to the gym so that other people will look at them and admire them/find them attractive. It’s also possible that they go so that they can meet fun, like-minded people to make new friends.

Question: When was the last time you saw an ad that even approximately attempted to tap into these realities?

Answer: They don’t exist. Certainly not in my area of Toronto.

Mindless Fitness Club Marketing at its best.

Thankfully for me, that means I can rock out something pretty awesome for a fitness club client, and they’ll be instantly impressed.

I’m just amazed at how foolishly millions of dollars can be spent.

My name is Kevin Dubrosky, and I am a window cleaning business owner like you, who lives and works in Canada’s largest city: Toronto, Ontario. After 11 years as a window cleaning business owner, in April 2010 I sold my latest professional window cleaning company: Paneless Perfection.

Unlike “other” marketing guys, I really do understand the window cleaning world, and everything that goes along with you trying to make a success of your window cleaning company.

I don’t like chicken livers or brussell sprouts. How about you?

I have learned some secrets about window cleaning marketing that I have kept carefully guarded for a long time, but now I’d like to let you in on some of them, and give you a shot to use some of the cool stuff I’ve been using to work less, and earn more.

That’s the whole point of business, right?

If you have a landscaping business, hair salon, window cleaning company, or a fitness club, I can help. In fact, I’m kind of a Window Cleaning Marketing specialist, so if you’re a window cleaner, you really need to email me at kevin@windowcleaningbusinesscoach.com but I won’t make any promises until we talk.

Even if you sell Anteaters or Lizard food, or Ancient Ming Vase replications, I have some ideas that will make you some more money soon.

What will I do if you hire me?

I will create a picture of your target demographic and then throw things at it and see what happens.

I will make some cool looking stuff to mail out to them and try to entice them to come visit your website or pick up the phone and call you or something like that.

I will give them lots of really sneaky reasons to give you their money in exchange for your stuff (but you’re stuff has to be cool).

Still reading? Sound like something you need right now?

Then email me at kevin@windowcleaningbusinesscoach.com, even if its 3am. I might even reply right away.

You know us marketing guys…we sleep at unusual times

Will I work for you?

I dunno, we haven’t met yet. I don’t know if I like you yet.

Will I charge you a lot?

Nah, not really.

Currently, I offer you 3 different consulting options:

ONE: I can consult you on an as-needed basis, 1 hour minimum.This could be over the phone or via web conference.

TWO: If you would prefer that I jump on a plane and come visit you at your company in your city/town and sit down with you face-to-face, I’m willing to do that.

THREE: If you would like me to produce a single marketing piece for your company, I’ll be happy to help.

Once you have an idea of which option would work best for you, please email me at kevin@windowcleaningbusinesscoach.com, and we’ll get started.

Best wishes,

Kevin Dubrosky