The Laundry List

Marketing Systems – Part 2 Dec 22, 2021

 

 Last week, I shared with you six of the twelve questions I ask myself at least once per year about the marketing systems we have in place. Today, I want to share with you the other six questions. And my hope is that regardless of where you are on your journey and regardless of the...
Continue Reading...
Marketing Systems – Part 1 Dec 14, 2021

At least once per year, usually, when I am doing my annual planning, I like to remind myself of the key marketing systems for our dry cleaning company. I want to share with you the 12 questions I ask myself. And I hope that regardless of where you are on your journey and regardless of your...

Continue Reading...
How would you show up? Dec 07, 2021

 

We have talked before about defining the ideal target neighborhoods where your prospects live. And the easiest way to do this is to plot your existing Top 20% on a map and see where most of them live. Most of your competitors are not armed with this information.  You can get a list of...

Continue Reading...
Testimonial Questions Nov 23, 2021

The best time to ask for a testimonial is after your client just had a great experience with your company. And the most meaningful testimonials come from your best clients – usually from your top 20% of clients that give you 80% of your revenue.

 

The challenge is that most dry...

Continue Reading...
The Magic Ingredients Nov 16, 2021

It is important to have the right ingredients to produce the taste and experience you want when you are cooking. Likewise, there are a set of ingredients needed for you to be successful and gain market share in the dry cleaning business. And here they are:

 

  1. Define your ideal client. Choose...
Continue Reading...
Are you a good tipper? Nov 09, 2021

 

The purpose of marketing is to create and build relationships with our clients, ultimately leading to more sales. We make more money. We keep our expenses in line so that we can keep more money. And the money we keep can be used to pay down debt, reinvest in the business, fund our...

Continue Reading...
Whose story are you telling? Nov 05, 2021

We all love a good story. For generations, traditions and folklore have been passed down with stories. We are programmed to relate to stories that we like and find fascinating. In fact, marketing that incorporates relatable stories can help the recipient progress through the client's journey much...

Continue Reading...
Creating Your Dream 100 Oct 26, 2021

The concept of the Dream 100 was initially introduced by Chet Holmes and later fully developed by Dana Derricks. Instead of going after your potential clients directly, like 99% of businesses or salespeople, you go after people with LISTS of your potential clients. I love this because you will...

Continue Reading...
Exponential Sales Growth Oct 26, 2021

Most dry cleaning owners I meet with are shooting for linear sales growth year after year. Maybe it is 5%, 10%, or 15% growth in sales from the previous year. These same owners have heard of exponential sales growth, but achieving them remains somewhat of a mystery. Until now…..

To achieve...

Continue Reading...
Skip The Line Oct 19, 2021

Disney has an amazing add-on service called Fast Pass. It will add about $20 to your ticket that costs about $100 for kids and $150 for adults. It allows you to schedule when you want to go on popular rides and skip the line at your time.

 

And there is another option above the Fast Pass...

Continue Reading...
Dream 20 Neighborhoods Oct 05, 2021

The old saying, “if you try to be everything to everyone, you end up being nothing to anyone,” is definitely true. That’s how I operated the first five years I was in the business – I tried to be everything to everyone. But it just is not possible. What became clear to me...

Continue Reading...
It’s no longer LOCATION…. LOCATION…. LOCATION Sep 28, 2021

For many years, the largest contributor to having successful top-line retail sales was having a great location. Your location needed to be at an intersection with high traffic counts, on the going home side of the street, be in a center with other businesses that attracted similar clients as your...

Continue Reading...