Attracting clients to our garment care businesses can seem overwhelming.
Just look at all the marketing advice out there — you need to create content, do SEO, run ads, sign up with a laundry ad agency, create a lead magnet, run social media ads, post every single day, write blog posts, run events, get involved in the community, create videos…the list goes on and on.
Where do you start? Which do you choose? And how are you supposed to pay for it all?! All of the advice and questions create a recipe for chaos.
I’ve done my fair share of trial and error in marketing The Soap Box.
Last month, at our inaugural Laundry CEO Forum, Marcus Sheridan, author of “They Ask, You Answer,” shared a simple framework for building trust and attracting more clients to your store.
It involves creating content that addresses the five most common sets of questions your customers have about your service:
1 - How much does your service/product cost?
Create content around:
- How you price your services
- How much people can expect to pay for services like yours
- What goes into pricing garment care services
- What to expect from every price point in the market
2 - What are the negatives or issues with your solution?
Create content around:
- The perceived limitations of a service like yours
- How those limitations can be an advantage for your clients
- When your services are not the right choice
Thinking about, the thinking of laundry:
Is your content based on your business's POV and or is it just a copy of what other laundromats and dry cleaners are doing?
3 - How does your service compare to alternatives?
Create content around:
- The pros and cons of your services vs your competitors
- When clients should use you vs an alternative
- What you offer vs what alternatives offer
4 - What is everybody saying about your service/product?
Create content around:
- Testimonials or reviews clients have left you
- Stories of what your clients achieved with you
- What people like and don’t like about your service
5 - What is the best solution available
Create content around:
- The best laundromats in your area
- The best wash-and-fold services in your area
- The best laundromats for kids in your area
- The best laundromats for [pick a variable here] in your area
The key in this last one — do NOT put your own business on the list.
I know. I was shocked when Marcus said that as well, but if you don’t put your own business on the list, potential clients will trust you more. And when they trust you more, they will buy from you more.
Did you miss Marcus’ session at the Laundry CEO Forum and would like to view it? Just reply to this email and let me know.
That's all I got for you today.
Waleed
✌️🏴☠️
P.S. Want more laundry industry insights? Join me on LinkedIn where I share daily perspectives on the laundry business. I'd love to hear your thoughts in the comments. Let's connect: Linkedin
Echoing the wisdom of Gene Buckley
Don’t try to tell the customer what he wants. If you want to be smart, be smart in the shower. Then get out, go to work and serve the customer!
Thanks for reading this edition of Wash Weekly. I hope you enjoyed the topic this week. If you didn't, we'll try it again next week.
