Carpet Cleaning Watford

Carpet Cleaning Watford

JOE POLISH SUPERSTART INTERVIEW SERIES

BRIAN KAY INTERVIEWS JOE POLISH

HOW TO DOUBLE OR TRIPLE YOUR BUSINESS WITHIN 90 DAYS (OR LESS) USING CLIENT ATTRACTION SYSTEMS

Brian Kay: Ok, I wanted to welcome everybody to an interview with top direct response marketing expert, Joe Polish, who’s going to talk to talk to all of us about how to double or even triple your business within the next  90 days using magnetic client attraction systems.

Joe, before we get started can you give everybody who’s listening a drop of background on how you got started in the Direct Response Marketing Business and how you got interested in this.

Joe Polish: Ok, well I won’t give them the whole, long, drawn out story because it’s actually kind of painful and I don’t want your listeners to have to start cringing.  Basically, I got into the Direct Response Marketing business from being a dead broke carpet cleaner living off of credit cards, trying to do an honest job of cleaning peoples’ carpets, running a small company in Arizona which I got at least ten, eleven years ago when I first started that and I wasn’t making any money and I had to learn marketing out of necessity and so I started reading everything I could on the subject of Direct Response which only came from a few sources because there’s not too many people in the world that actually understand this type of marketing very well and so I started studying Direct Response and implementing the strategies and the techniques into my carpet cleaning business and lo and behold in a matter of about two years I turned a failing carpet cleaning company which is you know bringing in about two grand a month into a company that was bring me in an income of over $12,000 a month and in the process I took all those strategies and techniques and packaged them up because I knew small business owners all over the world could also benefit from these same types of strategies and since that time I have gone into over ten industries, everything from service business to white collar businesses teaching people how to market their services and have over 3200 clients throughout the world and generate millions of dollars not only for my clients but also for myself.

Brian Kay: Ok, that’s a great background Joe.  Can you give everyone a little bit of an idea of what you think are some of the biggest marketing mistakes that most business owners or sales people or entrepreneurs make and how they can avoid them.

Joe Polish: Yes, there’s actually quite a few marketing mistakes.  I can rattle off a few.

One of the most important things to know how to do is to know what to do, but even more importantly is knowing what not to do and if you can avoid a lot of mistakes that’s the first start to getting to doing the things that actually work.

One of the biggest mistakes that most entrepreneurs make and I thing this is critical is they value the wrong things and what I mean by that is, any other us that make our living teaching people how to save money on advertising, improve their advertising, create client retention programmes and just basically market their business which is the most important aspect of business in general is knowing how to generate revenue through getting clients and repeat business is that people will go out and spend enormous amounts of money on advertising and they’ll cross their fingers and just hope that it works, but when it comes to actually investing in how to do something better, I see a lot of people are really resistant to it and the most expensive type of information in the world is bad information and I am continually amazed at the amount of people that run businesses operating off bad premises and just bad information and their reluctance to go out and learn how to do something a little bit better and I teach people how to shorten the learning curve and certainly that’s what you do to Brian and so one of the big mistakes is valuing the wrong things.  The areas of your Business to really put emphasis on are financial managements so you can actually control the money that comes in and also the revenue through marketing and sales.  I mean the most important thing in business in order for it to be successful, first and foremost is selling and marketing and if you don’t have a focus on that, then you know you’re not going to run a very successful business unless you get lucky. I don’t know anyone that does not have a good emphasis on marketing and selling that is in the top five per cent of incomes and in business in general.  Most Industries, you know just a small percentage of the Industry makes all the money and the rest of the people in the Industry scrape around for the crumbs and the people that are scraping around for the crumbs are the people that don’t have a focus and an emphasis on marketing.  So that’s just one thing I wanted to say.

Now, when it comes to specific mistakes, one would be advertising to the wrong market.   Every Business owner has a specific type of ideal client that they would like to service.  Some people have really laid down who they want to work with.  Other people just kind of have an idea.  You know I want people that are not going to be a pain in the butt, people that have a high income, people that have a high need for the service that I’m offering.  Whatever it is and still so many people will advertise to the wrong market and so that’s one mistake.

Another mistake would be running an ad a second time that didn’t work the first time.  I’ve got to imagine  you see this all the time where people buy into the advertising Salesman’s pitch that if you ever try to promote yourself or advertise somewhere and it doesn’t work the reason that it’s not working is because people in that particular area have not seen your name over and over again and so you need to keep running these ads or you need to keep putting your names out there, because once you’ve got a certain amount of name recognition people are all of a sudden going to start doing business with you and really that’s not true at all.  I mean there’s a certain amount of truth to repetition and to penetration into a market place will help improve your advertising but if it’s a failure right from the start, it isn’t immediately going to become a success if you repeat it six times and you cannot go down to the Bank and try to deposit name recognition so I’ve seen a lot of people that will spend thousands and thousands of dollars to try to get their name out there, but if getting their name out there doesn’t get a response back, then it’s useless.

Direct Response Advertising which is what you’re an expert at teaching and this is what I teach also, is not only getting your name out there, but it’s getting your name out there and getting a response back and you can still accomplish all the benefits of getting people to know who you are and finding out about you and all that stuff through Direct Response as  you could through institutional or image advertising which I’ll be happy to talk about and you really just need to rely on only running promotions and ads that have a pulse that do get a response and that you can continue to repeat successes.  You don’t want to continue to repeat failures and I see people over and over and it goes back to the cliché that everybody’s probably heard a million times, definition of insanity is doing the same things over and over again and expecting different results and I see a lot of people that hear that, they know what it means but it doesn’t really penetrate their brains.  They don’t understand it and it’s such an important statement, if you’re doing things in your business that are not getting results, what on earth makes you think if you don’t change it, anything’s going to be any different and so that’s a huge mistake and I mean would you ad anything to that?

Brian Kay: Yes, I just wanted to jump in and what I was going to say is I think even with the best turn key marketing systems which we provide for our members and I know you provide for your members, it still requires a degree of testing in your local market.  That’s why we provide dozens of different strategies for people to test when they get the system so that they can test small, see how it works out, get their numbers back and then make decisions on what to role out with.  Certain things will work a little more intensely in some parts of the areas that they are working out of than others.  I mean there are higher income, higher network areas, there are lower income, lower network, there are rural areas, there are urban areas.  I mean there are different nuances to different market places, however, I do believe that a tested Direct Response piece, people are people, if the emotions that it hits on are right, it’s going to affect most people in most places in the same way and it should work consistently, but I still believe that you don’t bet the form on any one technique.  I always believe in doing I guess what you would consider like marketing arbitrage where you have multiple different legs to a marketing campaign or system so that there is not one reliance on one thing.  God forbid it stops working tomorrow, you have four more legs to back up that initial thing, so that’s why I think it real important that people take the system that they got, utilise it and test the proven turn key systems that over 6000 members from around the country have utilised and tested for you but do it conservatively and see what works best for you and role that and the other point I want to make and Joe, I think you would agree with this is just because one technique yields a very highly profitable result and the other one yields a modestly profitable result, you don’t kill the modestly profitable.  I believe that you keep any system, marketing system in place that allows you to bring on new clients at break even or better because what you’re doing is you’re building a client list which you can then remarket to in the future and do you want to jump on right there Joe.

Joe Polish: Oh yes, absolutely.  I mean there’s several  points that you covered now let me see if I can remember them all because I always have things come to my mind as I hear you say something.  I mean the bottom line is this.  You know I know you really well and you’re a very smart Marketer.  You have proven yourself and I have met a lot of your members because I’ve spoken at some of your boot Camps before and the bottom line is this, one huge mistake which you touched on first off is failing to test.  I mean you can prove the validity of everything that we’re talking about without having to mortgage your house, without having to print off 10,000 brochures, without having to hire an Advertising Agency, I mean for less than a $100 in many cases, you can find out if something’s going to be a success or a winner and if it’s not a winner, you don’t use it.  I mean you just tweak it.  Secondly, you shouldn’t put all your eggs in one basket.  Another mistake is relying on only one method of promotion and so many of the strategies that you teach are so applicable and have so many variations and they’re so formulaic that you can really set up several processes and several campaigns and be generating revenue from all of them and touch on what you said if one’s working really well and other one’s not working so great, I look at it this way, I mean I look at marketing like a slot machine.  If you’re going to put a dollar in the slot machine and you pull the handle and five dollars comes out of one slot machine and you’ve got another slot machine that you put in a dollar and only two dollars comes out, why just put money into the one that only you know shoots out five dollars every time you put a dollar in because you’ve still got another profitable one that’s still going to generate a client from you.  That client has a certain lifetime value to it, meaning any other additional business that that person can give you, referrals that they can give  you and you want to continue to just put people into your database and continue to acquire clients and anything that you’re doing that is either break even or better than break even, I would highly recommend you continue to do it, because that’s how you build your house list and that’s how you will continually grow your business and that’s what every person should be doing, so you know, mistake is failing to test, relying on only one method of promotion and using systems and techniques that work, but people like “Oh I just want the big hits” I mean anything that’s working for you and producing results, but all means that’s what you should focus on.

Brian Kay: Yes, I’m consistently amazed when you get comments from newer members that you know they’ll say something like “I thought I was going to get a ten per cent response on a cold mailing and I only got five”.

Joe Polish: Yes, well another mistake that people make is they have these expectations that are unreasonable.  If it was that easy everybody would be rich.  It’s not that easy.  Many people have unreasonable expectations and if you want to put the odds in your favour of being a very successful business person and I’m not just talking with your members or my members, I’m talking with anybody on the planet that’s in business.  If you want to stack the odds in your favour, become the best that you can in knowing how to generate business and marketing and selling, because the wealthiest people that I know and I know a lot of them and I know a lot more that are flat broke are the people that have a high understanding of marketing and advertising but so I don’t scare anyone off.  In the case of my members and your members, they don’t need to be advertising geniuses, all they need to do is have the ability to replicate the successes of others which I and you deliver to these people on a silver platter.  It’s very formulaic, it’s all be proven, there’s no guesswork, there’s a mountain of proof in your case Brian of your thousands of members that this stuff works for people just like you and every nook and cranny all over the world, small towns, big towns, rich markets and not so rich markets, I mean the stuff just works all you need to do is test a few things and of course there’s going to be variables that will contribute to somebody not having as great as successes as another person in a particular area, but I mean 99% of the work has already been done, I mean the main thing is just getting off your butt and implementing it.

Brian Kay: Right, I think a mutual friend of ours and Marketing Guru has had an enormous impact on both of our Direct Marking careers is Gary Halbert and he had a famous saying which is “motion is far better than meditation”.

Joe Polish: Absolutely.

Brian Kay: And I believe the majority of problems caused in peoples’ careers was for their lack of revenue of sales or success has nothing to do with not having the appropriate tools once they get a hold of a system like yours or mine, I think their biggest problem is procrastination and not just acting on it and I think that the main reason which is going to get a little isoteric here, is I believe that the majority of people out there suffer from a certain degree of fear, and that’s not just fear of failure it’s also fear of success and it’s a lot easier to let something sit on the shelf and meditate on how it might have worked, it may not work, you know, what if this happens?, what if that happens? Instead of just saying hey, I’m going to pull this out and I’m going to test this conservatively.  I’m going to do five different tests and I’m going to see what the results are and then I’m going to role these things out.  That was one of the points I kind of just wanted to follow up on what you were saying which is I think one of the more important things people need to do when they have a marketing system or prospecting system is don’t worry about the conversion rates, a lot of people get caught up in, I got a two per cent, a five per cent, a ten per cent, a fifteen per cent, a fifty per cent closing ratio.  Those are percentages.  Percentages are not what your focus should be on.  Your focus should be on the bottom line and result after all is said and done, you spent x number of dollars, how much money did that yield and if it yielded more than you spent, you made a return on your investment and you also generated a new client who if you treat properly will be one of the most valuable assets you can ever get your hands on.  Far more valuable than the stock market or any other investment you could make outside of your business.

Joe Polish: Yes, I agree.  I absolutely agree.  I mean if you’ve got good marketing in place and you’re implementing it and you’re focussed on what’s working and you’re focussing on the bottom line, the amount of return that you can bring in using good marketing, and I know your clients, I’ve met a lot of your clients Brian and these guys, their incomes have just shot through the roof once they’ve done what you’ve told them to do.  There’s an enormous amount of leverage there and to kind of touch on what you’re saying.  You know I do some consulting here and there.  I don’t ever market it or promote it, people just find out about me through tapes that I’ve done or they’ll hear about me from my clients and things like that.  My current day rate is 5300 a day and I just had a client in New York that hired me for a couple of days of consulting about two weeks ago and I went to this Office and they’re doing several million dollars a year and they’ve got employers running around all over the place and they’re doing just tons of different projects and everything and there’s one thing that they’re doing that is bringing them more money than anything else, but there in this whole ego business of we’ve got to have a lot of employees, we’ve got to be working on a lot of different projects and what I really wanted to say is you know if you really fired eighty per cent of your staff, moved into a smaller office building, cut out these hundreds and thousands hours of overhead that you’ve got sitting here and just focussed on this one particular thing and looked at your bottom line, you would probably ten times your income but of course I knew that’s not what they wanted to hear and I did everything that I could and of course they were very pleased and they’re going to make a fortune if they implement what I told them to do.  Part of me is just like I wish I could go in and take some of our clients and just revamp their whole business and force them to only do one or two things that are actually working, but you know that’s really hard because there’s all kinds of dynamics that create entrepreneurs to be the way that they are.  Now hopefully the message I’m trying to get through to your listeners is there’s a few things that you’re going to do that’s going to bring you all the results.  There’s going to be a few human behaviours that are going to bring you all the results and your job to be a very successful entrepreneur is really knowing how to separate the relevant from the irrelevant and so many people in business spend all their time and all their focus on things that are absolutely irrelevant to making them a net income and you don’t want to focus on conversion rates, you want to focus on how much do you spend and how much do you get per dollar spent and look at how much money you’re actually putting in your pockets, because if you get rid of all the irrelevant crap and all the things that aren’t making you money, that’s when you can really become a very successful entrepreneur and give  yourself free time and have a nice lifestyle and deal with the types of clients  you want to deal with and all of that’s totally doable but it is up to you.  I mean no-one’s going to come along and tell you how to do it.  I mean you’ve got to really look at how you want your business to be structured and have access to the best tools and best advisors that you can and in the marketing Department for your clients, Brian, I don’t know anyone that can be better.

Brian Kay: I actually wanted to follow up on the point that you’re making because I find it fascinating.  Now that I’ve been offering this system to the Insurance Financial Services, CPA and Tax Preparation Markets for the last approximately five years, and we have over 6000 members across the United States.  It’s kind of like a little laboratory that we have and we have thousands of people out in the market place over the years who’ve been testing and tweaking and perfecting the system and fine-tuning it to something that works a hundred times better than it did when we first started because we have all these people all over the place constantly testing things and I’ve had a chance to meet and get to know the majority of my top producing members, the people who are making in excess of $100,000 dollars a year and in many cases several times that amount utilising this system and there’s a lot of common traits that they possess.  There’s two things that I find most interesting about this group of people.  None of them except for maybe one or two that I’ve met over the years go after volume.  Now the majority of people who aren’t successful yet or who are in the category of their average producers and they’re waiting to get to that next level, the way that they perceive or conceive of getting to that next level is through volume, is through going out and saying, “hey we’ve got to get 500 new clients using this system and charge them the $500 to $800 dollar fee for the college planning”.  What my more successful members who get this system think is “hey, I don’t want 500 new clients, that sounds like an awful lot of work.  What I want to do is I have about 30 A clients who provide me with over $100,000 a year right now in commissions and fees.  What I want to do is try to replicate another 25 or 30 of these types of people and double my net income with virtually no change in my lifestyle whatsoever”, and the amazing part about these people to me is that what most people perceive successful people doing is they think they’re working 80 hours a week, you know they’re going through divorces, they’re alcoholics and all sorts of other imbalanced stuff, to get to that level of success.  What I find is the exact opposite.  I find the people who are not there yet in terms of income or success are the ones that are experiencing the long hours, the marital problems, never seeing their children and all the other things and the ones who are making 2, 3 $400,000 dollars and year in income are the guys working three, four days a week,  you know 9-5pm type of situation, they love their clients, they deal primarily with what we would term a client and they fire the ones who annoy them and that’s all they really focus on, it’s something called going narrow and deep and that’s what I try to teach my newer members, is you know it doesn’t take volume to make the $100,000 in this business.  In fact one of the things that one of my top members Tim Austen who started a Company to help the Insurance and Financial Producers become more productive using college planning, they started a Company called Nacfa, which anybody who is listening to this tape can get more information on by calling my Office at 18006436143, but the point of what I’m trying to say is, Tim has created a system for taking a college funding clients and immediately converting them into long-term planning clients where the average commission on a case like that yields anywhere from $4,000 to $10,000 per client in the first year.  Now if you figure that out, even if it’s at the low end at $4,000, how many new clients do you need to make a $100,000 extra a year, 25.  You know most of the people who start out with this system, immediately in their brain start focussing on I need a 100 or 200 new clients to make this work.  You don’t.  You need 25 and you need to work and go narrow and deep with those 25 and literally you can turn this into a $100,000 a year with this small handful of new clients or even just going back to existing clients and looking for opportunities where you didn’t really find them in the first place because you were focussing on the wrong places.

Joe Polish: Yes, I agree and the funny thing about that is the people that will actually do very well with what you just said are the people that really don’t just hear that and say “yes, yes, you know you’re right” and then they’ll run out and they’ll continue to do what everybody else does which is chase customers, always trying to get new customers, never nurturing the people that they already got and never paying attention to their existing client base and determining you know who are the top 20 out of my list and who is the top 20 people that I could go after and continue to replicate those people.  There are people that will get it and there are people that won’t get, which I think has a lot to do with success, just the ability to be perceptive and open and really listen, not just hear, but really listen to what it is that  you’re saying.  A real simple thing for people to look at is more volume means more work.  More volume means more work.  You should probably stamp that on your forehead or something and really think about that because you are absolutely right.  I see it with a lot of people that I consult with, I see it with a lot of my clients.  They constantly go out and just deals, deals, deals and they’re in the transaction business, they’re not in the relationship business and if you want to make a lot of money and you want to have a good lifestyle you have got to get out of the transaction business and just trying to do deals with anyone that potentially could do business with you because there’s a million people that could potentially do business with you, however you live in a certain area and you work in a certain area and there’s I’m sure there’s plenty of really great clients if you just honed in on who they are in that area and you just serviced those people and the ones that are your great clients you want to replicate them and have them refer you and endorse you to other people just like them and you will build a nice solid business that won’t require you to work 80 hours a week and never spend any time with your family and be an insane workaholic and of course I can speak from experience because in my years of business I have done the same stupid things that I teach people how to do now and  you know as much as I can say that I wish that never happened, it really did.  I mean I have had period of my life where just everything is crazy and you’re going after a million different projects and a million different clients and a lot of times the way to come to the enlightenment is not to continue to work hard, it’s just to shut down and really just sit and think, just sit and think and say “what in the hell am I doing?.  Why am I in business anyway?  What is the purpose of this”?  You know the purpose of your business is to fund your ideal lifestyle and there are certain people that you want to do work with and you make the rules.  It is your life, it is your business and you’ve got people that you want to do business with and they’re going to meet a certain type of criteria and they’re out there and once you identified that all you need is you need good marketing in order to acquire them and that’s everything that you provide to these people.

Brian Kay: Yes and Joe, I would have to echo what you’re saying and I would make it personal to both of us, which is we’ve both made the mistake in the past of being real concerned about getting new members in the front end and having the volume there and the reality is when you sit down and you really review your client files and your database, you realise that out of thousands and thousands of members, there’s maybe only a couple of hundred who are your top A clients, who really just absolutely act on everything you teach, they’re a hundred per cent pro-active, they go out, they become successful, they don’t make excuses and those are the people that I’m in business for.  Those are the people that make it worth doing what we do and the 80/20 rule pretty much applies in virtually any business, any customer list and you really need to spend some time defining who those top 20 per cent or top ten per cent are and just lavish attention on these people and make sure that you become their extended family and that they never have an interest in going any place else, because that relationship could be worth tens of thousands or hundreds of thousands of dollars over the course of years and it isn’t stressful, there’s nothing better than working with clients who appreciate and respect what you’re doing for them, the worse thing you can do is get a whole bunch of customers who don’t see the value in what you’re doing, who already come at this with a negative attitude, they’re pessimistic, they don’t follow through or act on anything.  They are looking for an excuse to fail.  That’s not the type of person I enjoy working with.  I want someone who’s going to suck my knowledge right up, go out there, use it, make a fortune with it and come back for more and there’s nothing more electrifying or enjoyable than working with a group of people like that.

Joe Polish: Yes, I agree.  Now, let me kind of give you an analogy to that too for what you’re saying.  Now, I stay in pretty good physical health.  I exercise all the time and I work out a lot.  However, I’m not a huge sports fan.  When I work out, I go to the gym.  I take boxing lessons, I do things like that but I’m not a huge fan of spectator sports.  I don’t really watch a lot of sporting events, however, when you’re in school and you’re playing in the playground and  you’re playing during recess or you’re playing football or soccer, basketball or something, if you remember back to the first times you learned how to play something, the first time you went snow ski-ing or tried to play tennis, you’re very awkward, it might not be real easy in the beginning, but the more you got the moves down and the more you learned about it, it became more fun and I look at business the same way.  I mean I think business is just kind of like recess for adults.  Some people play by the rules, some people play dirty, there’s always the bully, there’s always the shy kid, I mean there’s all kinds of groups of different people in the business world, the only difference is now we’re playing for money and money is the reward and you know if you’re going to play the game, you might as well have a lot of fun doing it and you wouldn’t go out and play, like if you absolutely hated baseball, you wouldn’t wake up every morning and go and play baseball and try and hit the ball and catch it and run around bases if it drove you up the wall, however in business life, I see so many people that wake up and they play a game that they can’t stand and not only is that stupid, but what is even more stupid is they don’t ever learn how to do it better.  Some people actually like playing the game but they don’t have any skill at it because they’ve never learnt.  I look at investing in marketing which is the biggest skill that you could ever have since really it’s the way you determine if you win in businesses if you make money or you go broke is to have as much knowledge and as much skill and as many advantages stacked in your favour so you can actually win, so you can knock the other guy down and it’s amazing that people just don’t get that.  Some do and the people that do are the ones that make all the money and the fact is if you’re not playing a game that you enjoy, no-one’s holding a gun to your head.  We live in a really great Country and a really great world.  There’s a lot of opportunities out there and I really doubt that this tape is landing in the hands of anyone that lives in some country where they’re oppressed and they can’t go out and advertise and do business with the types of clients that they like.  I mean there’s so much opportunity and so many advantages there and it’s all available to you, however, it’s really up to you on how you’re determined to go out and play the game and a lot of people just play games that they shouldn’t be playing and Gary Halbert said a great quote, “Some games the only way you win is you don’t play” and some people, they’re trying to win at games and never going to win at because they shouldn’t be playing in the first place.

Brian Kay: Well, and in fact you’re bring up a couple of valid points that we cover in our approaching programme which is understanding that there’s maybe two or three things that you’re unique at or that you have personal genius at and that you’ve a skill level for that is far greater than most of the population for eg., Steven Spielberg is unique at Directing and creating films. There aren’t a whole lot of people out there who have that skill level and he excelled at that and it was natural to him and most of the people that get a system like this, their genius is in communication, persuasion, selling and things of that nature and what I find a lot of people making the mistake is, is that they become pennywise and pound foolish in the things that they do in their core businesses.  God knows we all have spouses and relatives and family.  You’re taught this kind of from a very young age that it’s worth getting in a car and spending hours going from store to store to store to save yourself three dollars on a commodity item.  Yes, you saved yourself three bucks, but you just spent five hours looking for it and if you take your hourly rate, you just cost yourself about ten or twenty or thirty times whatever you saved and I think a lot of people come to business with the mentality that I’m going to do everything because it’s going to save me money and they won’t delegate and one of the biggest things that we teach in coaching is you’re unique traits or the skill levels that you should be working on, that you’ve already come into this with a high skill level for is you should be doing nothing but one-on-one sales presentations.  If you do seminars, you should be the one doing the workshops.  If ultimately you want to leverage yourself a little bit, go ahead and create yourself a sales force and leverage yourself through sales people and creating marketing materials and doing joint ventures.  Those are the highest level activities, the highest outcome activities that a person could be involved in.  The rest of the detail orientated stuff that most guys like you and me Joe, and most of the people who are listening to this tape like book-keeping and administrative tasks and just servicing, those are things that should be delegated, that you’re not typically unique at, that other people in the market place would be glad to do for you for a fixed hourly rate and don’t focus on the fact that it’s going to cost you ten or fifteen bucks an hour to pay an employee to do that because it allows you to go out and make $150 to $300 an hour on things that are much higher paying activities and so if I can drive a point home, outsource everything that you can outsource other than the one or two things that bring in all the revenue or the majority of the revenue and do  you want to add anything to that Joe?

Joe Polish: Oh, I would just totally agree with you and it’s the ability to separate the relevant from the irrelevant and the relevant things are taking your skills and really nurturing your skills and hiring your deficiencies.  So many people run around doing things that they aren’t good at, they don’t get any assistance, they don’t delegate.  I have a very great staff and I can speak from experience.  I mean in the beginning I was just very scared about hiring anybody and thinking that I could always do it better myself which is not true.  There’s two ways to leverage yourself in business.  One is through using good advertising and the second is through delegation.  That’s it, if anybody has other ways to leverage yourself, then they can write your office or they can let me know because I would certainly like to hear it.  So you’re choices are you either get really great advertising that replicates your selling because good advertising eliminates a good portion of selling so of course that’s the reason you want to be good marketers because it takes the most important aspect of business which is selling and allows  you to set up auto pilot replicatable systems that actually do the selling and the sifting, sorting and screening even while you’re sleeping and then secondly, surrounding yourself with people that can help do mundane tasks and certain business activities that need to get done but you shouldn’t be doing yourself because there’s a lot of people that really they want to make a thousand bucks an hour and they’re out there doing ten dollar an hour activities and so every hour you spend doing a ten dollar activity, you’re ripping up $990 that you could be making if you were focussing on your unique ability and your unique talent and secondarily, when you’re doing ten dollar an hour activities or things that you should be outsourcing or hiring somebody else on, you just hired probably one of the most incompetent people in the world to do the task which is yourself.  So many people do things that they just aren’t good at, which is what causes frustration.  The thing that really causes entrepreneurs to be really frustrated and really burnt out is they’re spending an exorbitant amount of time on activities that they don’t enjoy and don’t exhilarate them and everybody has a skill that they’re really good at and I’m not going to a big pitch as to why anyone should go into coaching and stuff.  The smart people in business are the ones that figure out anything that they can do to shorten the curve, that’s what they should be doing.  The bottom line is most people won’t do the stuff themselves.  If people are left to their own devices, they will procrastinate on the important things and they’ll spend their time doing the things that are less painful or whatever and if you really want support, Brian has a great support structure set up with coaching.  Me and Brian, even ourselves pay probably far more money for business advise and coaching and assistance than we probably ever charge our members and the reason that we do that is because we’ve achieved a certain level of financial success as a direct result of that and we of course bring that and share that with our members.  Success principles are success principles.  There’s universal principles that apply to everyone and that’s surrounding yourself with a group of people that you can always get great information and get great feedback from so that you can model those successes and secondly, helping all your clients to do the same thing and really focussing on the type of people that you want to do business with and smart people always look for a way to give themselves an extra edge and those extra edged are always available if you’re just willing to use them.

Brian Kay: I was just going to follow up on what  you’re saying is that the title of this tape is How to Double or Triple your Business within 90 days or less using Client Attraction Systems.  It’s so simple to do that for most people just by simply cutting out the 20 hours a week that you’re currently spending on administrative non-revenue producing activities, outsourcing, delegating or eliminating the majority of those tasks and just doubling the amount of time that you spend on revenue producing activities.  That will immediately double your revenue and one of the easiest things that a new member at least for my system can do to generate just a windfall of cash would be, you all should have an existing base of either clients or prospects that you’ve worked with over the past years or year or however long you’ve been in this business and/or Community outside of your doorstep and all these people there’s got to be a percentage of them that either themselves have children that will be going to college in the near future or who know people that will be going to college in the near future and the two biggest ways that my most successful newer members get immediate start up capital for really marketing and growing this business is they simply go to their clients and offer to do an annual review of their current situation and to help them to come up with ways to reduce their out of pocket college expenses.  The other thing that they do is send a brief or referral based letter to their A clients, the 30 or 40 A clients that they have in their client base, simply describing the type of prospects or clients that they’re looking for and that they’re looking for help from their best clients to grow their business and in fact I just spoke to a member the other day who did that to his top thirty clients and ended up getting 40 referrals within a period of two weeks.  Those 40 referrals turned into a $100,000 in revenue within 90 days.   We’re not talking about rocket science here.

Joe Polish: The funny thing is, take my techniques that I teach people.  When I first learned the stuff which is the same thing you did.  You applied this in your business and you built up a business and you say “I have something here that other people could actually use and benefit which is what makes somebody a great teacher is knowing that if you’ve made a discovery that you can really help other people do it and there’s no-one around teaching me how to do it or giving me exact sales letters or promotions or scripted presentations or any type of advice whatsoever on how to go out and generate business and here you have not only all of the tools but you have just tons of people that have success and have validated it and this isn’t rocket science.  Anyone who wants to go out there and do it can actually do it.  Now I would like to talk about some specific marketing techniques for those people that are listening to the tape and at this point saying “well, what the hell are these guys talking about, giving us these philosophical beliefs on business and stuff”.  What I will say is that everything we’ve talked about up to this point, a lot of it could be viewed as my opinions and stuff and I think most of my opinions are valid and I happen to like them and have a certain attachment to them, I will just say that that is the foundational stuff that I believe is necessary.  I mean first and foremost you’ve got to believe you deserve success because me and Brian can hand you all the tools in the world on how to do it but if you’re not going to go out and do anything with it and you don’t believe you actually deserve it, then you’re going to come up with some excuse as to why it isn’t working and people that come up with excuses have victim mentalities and the first thing that I just want everyone to know is that once you have the mind set to go out and be successful,  you can take everything that we’re going to talk about that Brian has put in his kit, that everything that I teach and you can go out and have enormous success with it because we have seen it done over and over and over again.  You’re not listening to a couple of boneheads that have just read a book and are teaching theory that no-one’s ever used.  We both have a slew of success stories of people that have made literally millions of dollars as a result of our advice and so I have no qualms with the statement that I think I have a high expertise in this area and I certainly know that Brian does.  Just understand that you’ve got to have the mind set that you actually want it and if you have the desire, then we can stimulate you and give you tools and techniques so you can go out and be very successful, but we cannot create motivation where motivation does not already exist, so if you’re a person that has a strong desire and you want to go out there and make some more money, then pay attention to what we’re saying and hopefully, we can help you out.

Brian Kay: Well, Joe actually, I want to end this side of the interview with I consider that part one of our interview before we switch sides on this tape and continue with the more specific stuff the majority of people out there who’ve been doing business for a period of one year, to twenty years, near a mental enema and the reason they need a mental enema is because they’ve literally filled their heads with such crap over the years about the right way to do things and what everybody else says is the right way to do things and you’re supposed to act like this and you’re supposed to say this and  you’re supposed to dress like this.  I think it was Dan Kennedy, I’m not quite sure where he got this from but, he had made a comment that in the majority of cases you’d be really well served to do the exact opposite of what everybody else is doing because everybody else is the mediocre majority.

Joe Polish: Exactly, the ones that are visible are the ones that everyone is seen things doing and I would say the majority is often wrong in many cases and if you want to follow conventional wisdom then you have a sure path for failure in most cases.

Brian Kay: Well, mediocrity at the very best.

Joe Polish: Absolutely, and so I would totally agree with that.

Brian Kay: Now what I want to do is just talk to Joe a lot more about the specifics of how to generate leads, generate new clients, get them referring and then get them renewing year after year so that you have what I would consider to be a real business or an on-going revenue stream as opposed to a one-time sale or a one-time deal.  The other thing that I think is real important that we’re going to try to get across during this part of the interview is now to automate as much of it as humanly possible because what most people do is what Joe and I refer to as manual marketing.  That stuff like cold calling and all the other kind of face to face stuff which unfortunately creates low closing ratios, prospect resistance and all sorts of other things because you have to go through a whole huge volume of people to get down to the one or two who actually want to do business with you and one of the amazing things that we’ve been able to develop through direct response marketing and understanding what goes into direct response marketing is to shorten that curve and really let non-manual systems or technology do the work for you so that by the time somebody has either placed a call with you or showed up at your office, this person is ninety per cent of the way predisposed towards doing business with you and that allows you to spend the vast majority of your time productively instead of unproductively doing manual labour and manual marketing and the only other point I wanted to make before I get started with Joe is I brought Joe in primarily for one key reason, the rest of the materials that you got with your start-up manual as well as your other tapes etc., are very, very specific to the college funding industry.  It gives you all sorts of turn key information that’s been tested.  You have all the ads, the sales letters, the scripts and every other system that you would need to get this business rolling.

Brian Kay: The purpose of doing an interview with a Marketing Expert like Joe is, I think a lot of times the breakthroughs or the big pictures or the aha experiences come from people outside of your core Industry and Joe, do you want to kind of follow up a little bit on what we’re talking about and why that would make some sense.

Joe Polish: Well in my experience virtually all major breakthroughs do not come within the Industry that you are already in.  You’ve heard the term that Dan Kennedy uses all the time which is marketing incest and that basically says in most industries everybody looks at what everybody else is doing, everybody does what everybody else is doing and pretty soon everyone in that Industry becomes real stupid and in most industries you’ve got the blind and dumb leading the blind and dumb leading the blind and dumb and always trying to improve upon the stuff that everyone else is already doing and so what happens it’s like a big puzzle that never changes, everyone just keeps doing variations of the same stuff and for the most part it doesn’t get better it just gets worse and then what happens if it gets too bad is all of a sudden people in certain industries, they all get into the commodity business, they’re all trying to compete on price and they’re always trying to undercut the other person and all of a sudden you get people that are doing more volume doing more work, giving services away that people used to pay for and all in all it’s really just a really dumb way to do business and all major breakthroughs always come from looking at what is happening in other Industries, very smart stuff and taking that great stuff and applying it and reinventing it in a different way because something could be working phenomenally well in one industry for fifty years that’s never been used in another industry and once you bring it there, then all of a sudden you’ve just brought something brand new to the Industry and what I do and I know this is what you do Brian is we’re constantly seeking out expertise and knowledge from other areas and seeing what is applicable in bringing it to our members and actually I don’t think a lot of members may even think of it this way or look at it, you just can’t imagine how much of a service it is to have somebody continually on the lookout for smart witty things that are happening that are out there going through lots of stuff and filtering all this and then bringing it to you monthly via newsletters and through coaching programmes and things  like that.  This is a very beneficial service and so what I would highly recommend is that you’re always on the lookout at what other people are doing that are smart outside of your industry and see what can be applied to your business because that is really where breakthroughs come from.

Brian Kay: Joe, I just wanted to give them a quick example of the kind of stuff that we’re talking about.  I think it was Tom Monaghan who took the concept of free delivery and married it to pizzas and literally dominated the market place with Dominos and it wasn’t even selling good pizza, but he took a concept of delivery in under thirty minutes or its free from another Industry, married it to pizza delivery and just had an unbelievable unique selling proposition not to be crude or crass, but I believe another good example of that is the restaurant hooters.  I mean they took something that a lot of men enjoy looking at which is topless women and they put it in a normal restaurant so a lot of people ended up showing up for very mediocre food to look at the women.  Whether you agree with that or disagree with it or you like the concept or you don’t like it, it worked.

Joe Polish: Brian how could you be so crude and talk of such a thing, I don’t want to offend anybody here.  No actually, I totally agree with you and if someone’s finds that to be offensive or whatever, oh well, go live in the island where the real world really exist or whatever, I mean come one.  That’s a great example and it’s absolutely true.  It’s opportunity gap exploitation.  In Tom Monaghan’s case with Dominos Pizza, he didn’t try to improve the pizza, he didn’t say let’s find a great location, he looked for what was really lacking in the pizza business and that was, well in the delivery and you either got all the pizza that was cold that was delivered 45 minutes, an hour, two hours later and the fact is he said what do people want?  They wanted to eat and they want it there fast and he found that people of America would rather eat quick, than eat well and he exploited the heck out of that because there was a huge opportunity there and he created an empire.  In the case of Hooters, you’re absolutely right.  Anyone that’s never eaten there before, first off it’s not topless, I don’t think it’s a topless place, it’s just they actually have women dressed in a provocative way and the food absolutely is horrendous.  However that has nothing to do with why people frequent that restaurant and from a marketing and selling standpoint, you should really think about that and really analyse it, even if you like that or you don’t like, it has nothing to do with the concept, the concept is what is the opportunity gap that exists in your current industry and how can you exploit it and all the strategies with irresistible offers, referrals, presentations, education based marketing, powerful selling letters, guarantees, risk reversal, lifetime value of a client, everything that Brian teaches, everything that I teach, you want to look for all those gaps and exploit it because that’s what we have done, we’ve identified those areas where your competitors, the people that are out there.  A lot of time the competitors are not doing anything, not even taking the service and not even knowing that it exists and going out there and educating prospects and clients that you can actually help them and service them and it’s a win-win for everybody.

Brian Kay: Yes and Joe I actually want to add something to this discussion because I think it’s very appropriate.  A lot of people believe that the reason they got involved with my system is because College funding is this incredible hop on which is going to attract families that they can then work with and that that’s the core reason why these people are coming in and doing business with them and in my opinion what I have found is that really it’s kind of like the itch that people have, see the people’s real problem is, is not college planning but that these people have never sat down and done any planning whatsoever up to this point in time and so their real problem is retirement planning, they’re under insured and all sorts of other issues but they never had the wherewithal, they never met an advisor that struck them in the right way and kind of focussing on that itch that got them in to sit down with them, but once they’re in there that opens the door to saying hey, wow, I just spent the last twenty years kind of screwing things up.  It’s time for me to get serious and yes let’s deal with this college funding problem, but I need to also talk to you about the fact that if, God forbid, something happens to me tomorrow, my wife and my kids are going to be destitute or if I don’t get on the road towards saving, I’m not going to have a dime in retirement and I’m going to be working until I’m 93.

Joe Polish: First off, so as not to abuse this in a bad way, it’s a great bait and everything that you’re doing to get someone to bite to get the fish to bite as you’re using a certain bait and a lot of times the bait is what you want them to take and a lot of times the bait is just the first initial bite that will continue to create the rapport and when you go in there with college funding and you develop this rapport and this relationship people literally start revealing their entire financial situation to you and there’s all these other areas that you can help them.  To give you another example so you understand conceptually what Brian actually is talking about, you take one of my carpet cleaning clients.  I have many carpet cleaning clients that I’ve taught the same strategies that turned my company around when I was first learning marketing because I needed to eat not because I ever thought I would be teaching marketing to anyone and they go out and they get something as simple as a carpet cleaning job or a lot of these carpet cleaning companies not only do they clean somebody’s carpets but they put people on maintenance programmes so that they continue to do business with them over and over again.  They build rapport with these people.  I have carpet cleaning clients that sell multi thousand dollar central vacs system, air filtration units, water filtration units, anything that has to do with indoor air quality and improving the health of the home and I mean once you have rapport with somebody they will continue to do a lot of business with you in other areas and it’s a total foot in the door and it’s a great way for people that you can help them with college funding and you can also help them in all these other areas because once they’ve given you their whole financial status and you have all kinds of various ways to help them and they like you and you’re doing a good service for them which you will be as long as you’re using everything that Brian teaches in an ethical manner, you can’t get much easier.

Brian Kay: And what’s really the whole point of this is what is that hop on and what’s the itch?  How are you going to be the stealth bomber that flies in under the radar of the large Insurance Company, the large Brokerage firms, the Banks, your competition.  They’re all out there in the world thinking that this is the way they’re supposed to be marketing and promoting to their prospect base and they’re talking about I have this product and I have that product and I have this yield and I can get you this interest rate and this has got this coverage and this is an A rated company but what’s funny is that no-one ever informed any of these people that no-one cared about that stuff and you know that’s the big secret here is find out what the itch is and get in and fly in under the radar using that itch and that’s going to open up the door to the kingdom and these people are going to be sitting there scratching their hands, trying to figure out what in the world you’re doing.

Joe Polish: Let me make a point about that because really what we’re kind of leading into is how do you actually put a message out to the market place?  If somebody wants to really conceptually understand what I teach and what you teach Brian.  I think they should write down three things that you need in order to make a sale and I’d say the first one is you need a product or service which all of you have or that you’re going to have if you currently don’t have it, in your case call it funding, secondly you need a sales pitch and thirdly you need a delivery system and what most people in business focus on is what it is that their selling and then how they’re going to deliver information about that to the market place to their prospects and so say that you’re in the financial service businesses,  your product or service is your financial services and so how are you going to deliver information about that to people?  Well you’re going to start running ads that say we’ve been in business for x number of years and we’re A rated.  I don’t know all the terminologies for insurance or financial planning, but what I will say is it’s pretty typical of banks and all types of corporate businesses.  They talk about how great they are, about what members of what groups they’re part of and all kinds of stuff that really just talks about them.  It’s really ego driven type of advertising.  There’s all kinds of delivery systems out there and plenty of people that will take your money so they can deliver the message for you be it Yellow Pages, Val Pack, Newspaper ads, direct mail letters, face to face selling, cold prospecting/telemarketing/pain is what that equals to me.  Lab sites which are nothing more than electronic brochures and all these various ways that you can deliver a message, however if you don’t have a good sales pitch or if you don’t like the term sales pitch, marketing message or message to the market place, you can have the greatest product or services in the world, you could really ethically want to totally help people, you could be a great person and there could be all kinds of places  you could deliver a message but if you deliver a lousy pitch, then you’re still not going to make any money and to tie up what Brian was saying, look at one of the most successful catalogue companies which is Sharper Image.  You never see Sharper Image run an ad talking about how many years they’ve been in business, how great they are, how the CEO has this fantastic building and you know, they don’t talk about any of that, they immediately go into look at all the cool stuff they have because they know that the people who are going to pick up Sharper Image, they have lives and they have all kinds of things that they are doing and they couldn’t care less about what the Founder of Sharper Image did or how many years they’ve been in business, they just want these cool little widgets that are going to add pleasure to their lives and the same thing goes with your clients.  They don’t care if you’re rich, they don’t care if you’re broke, they don’t care about how many awards you’ve won, they don’t care how many years you’ve been in business, they care about the fact that they’ve got a problem and can someone help them, can someone service them and so you want to bait the hook so that it addresses it in a way to where it’s appealing and you want to bait the hook in a way to where it’s auto pilot and replicatable because see not only is direct response the most effective way to actually sell your services, it’s also one of the most time management ways to set up your business because all of this stuff works without you physically having to do what Brian said earlier, manual marketing and no matter how many motivational speeches that someone wants to attend at seminars, cold prospecting sucks, knocking on doors, talking to people that are not pre-qualified and predisposed to do business with you is an absolute waste of time and once you know that if you continue to do it, then you’re a glutton for punishment.

Brian Kay: And you know what Joe, let’s pick up on where you just left off with some specifics and again, they have all the turn key information that they can then plug in, in the rest of the materials that they have with their start up manual and their tapes.  I want to go into a more macro approach with you to basically how to get and keep clients and I think that we pretty much teach the same principles to a carpet cleaner that you would teach to a Financial Planner, that you would teach to an Insurance agent, a CPA, it’s all the same stuff when it comes right down to it and I just want to kind of give people a visual idea of what exactly they’re going to need to do in order to keep a customer base or to get a customer base and then keep them coming back, referring and basically buying more stuff from you and being very happy to do so.  Can you break it down from generating leads all the way through to closing a sale, to staying in touch with a client and then renewing them and getting people to refer.

Joe Polish: Absolutely and of course we can go back and forth on this and you can fill in the specifics.  Now you want to identify a certain type of client that you want to do business with and there’s all kinds of various ways that you can go out and generate business for people.  Now one of my preferred ways to generate business is not going and knocking on doors because you can’t replicate yourself that way.

First off let me define the definition between selling and marketing.  Sales is what you do when you got somebody on the phone or you’re face to face.  Marketing is what you do in order to get somebody on the phone and face to face and preferably once you’ve got somebody on the phone or you’re face to face with them, you’ve got somebody and everybody should write this down that is “pre-qualified and predisposed to do business with you” and the way that you get somebody to be pre-qualified and predisposed to do business with you is you put out a marketing message and there’s all kinds of various way and if you look through Brian’s kit you can pick and choose numerous ways that really seem to just hit it for you that you’re going to do that and what we really like teaching is league generation where you actually put out a message where people can actually read information, it would have a powerful headline so it attracts attention.  First and foremost if you ‘re going to do any type of advertising or direct mail sales letters or postcards or anything, you want to have a powerful headline because a headline is an ad for the ad and once you’ve pulled somebody in and you’ve got their attention and you want to have copy that explains  pain that you can help solve and it offers a solution to a problem and it drives them to a free recorded message and again this is giving kind of an overview, this could be applied in many different variations, shapes, forms, all types of advertising, all types of marketing promotion and you actually regenerate and what me and Brian have been using for years and have taught thousands of people is to drive people to free recorded messages and what we call that is education based marketing where you give people information and education through the form of a 24 hour free recorded message which works 24 hours a day, seven days a week, always sounds perfect if you set it up right and never bitches about a headache and always shows up on time.  So this is like a very inexpensive employee that just does a great job of conveying information about your products and services and about your company to potential prospects and to clients and then you can offer people to leave their name, address,  phone number, so you can send them a free report.

Brian Kay: Which, by the way Joe, is exactly what we teach newer members to do.  We have postcards, we have turn key ads that they can ultimately test.  We also have telephone scripts and we have voice broadcasting scripts where they all lead to one thing, offering a free report that reveals the nine new ways to beat the high cost of college and to get your free copy all you simply have to do is call 1800 blah blah blah anytime 24 hours a day, for a free recorded message to get your free report.

Joe Polish: And the free report, what do you think the free report is?  The free report is a sales letter.  Now it doesn’t have to be a total blatant sales letter.  It’s very useful information.  Information that someone needs in order to make an educated and formed decision on who they should do business with so you’re providing a tremendous service to people even if they decide to do business with you or not and the people that do fit the profile of pre-qualified and predisposed and do need the service and first off they wouldn’t be calling you if they didn’t have an interest in the first place which is really great as opposed to just throwing mud out there, shotgun advertising, just trying to send messages to everyone in the hopes that it lands in the lap of someone who really needs it.  This particular process allows people who are genuinely interested to actually call you so you only spend your time communicating with or talking to people that have already raised their hand and said, “I’m interested”.  That’s the difference between being a welcome guest, marketing versus annoying pests.  There’s all kinds of people that pop up all over the woodworks now that have all kinds of interesting terms for this but the fact is, it works.  You can call it permission marketing, you can call it whatever you want to call it, the fact is it’s getting people to raise their hand and say they’re interested and then you follow up with a free report or a sales letter or any type of consumer guide or information that explains the services and you send it to people and then they read it and then they respond.

Brian Kay: Joe, a lot of people who are listening to this have not tested this form of marketing in the past and what I think a common question would be, ok I’ve sent them a report they didn’t call me write away.  I’m just never going to send them another thing again.

Joe Polish: Yes, well I’ve talked about this and have had that question posed to me four million times, well maybe not that much but it seems like that over the years what do you do?  Well, the fact is life is a moving parade and people are busy and if they called  you in the first place, they had some level of interest and that’s why you want to continue to do sequential follow up because if you have a hundred people that call and request a report or you have 50 people or you have 20 people or whatever, not every single person is going to call you, if it was that easy I don’t think people like me and Brian would need to exist, you would have just got your business all over the place.  It is not that easy and not everyone is going to respond to you, but I’ll tell you people that actually do respond to a lead generation and call to request a free report are about a hundred times more qualified than just taking a list of people and sending it out to people blind or cold calling.

First off, anyone that does this right versus someone that’s a great cold caller, I mean even the best cold calling guys could use a good marketing process like this.  Just so that I can qualify what I’m saying because I don’t want people to think that you’re talking to some guy that’s an expert just on carpet cleaning marketing which I am, I’m the best in the world in that particular industry, I will also let everyone know that I have Doctors doing this, I have therapists doing this, people that run Karate schools, hair and nail salons, auto sales.  I have jewellery stores.

Bill Philips who wrote the huge bestseller “Body for Life”, I was his marketing Consultant for over three years.  I mean I made the guy millions of dollars using the same exact strategy.  He’s got one of the biggest selling bestselling books in the world and he used all of this marketing stuff.

Brian Kay: I mean the bottom line is that (a) it works, but it only works if you work it yourself and I think the biggest thing that separates use and overuse cliché that separates the men from the boys is the people who will talk about the fact that multi step marketing works and how great it is to follow up and the ones who actually put a system in place in order to do it.  Now the biggest thing that we’ve heard over the years is “well, I sent out a free report and hundred per cent of people who called me said this doesn’t work.

Joe Polish: Yes, well it’s like were you a perfect skier the first time you did it?  You don’t go to the gym and work out one time and all of a sudden go home and you’ve got a great body.  You don’t take a vitamin once and all of a sudden you’re nourished for life.  That’s absolutely ludicrous.  You want to continue to do follow ups with people.  Now so they don’t confuse repetition with doing something that doesn’t work.  You want to get a success under your belt and you just can’t send out fifty letters and then all of a sudden deem that something is a failure or is not a failure.  I have phone book ads running that drive people to free recorded messages in every major City in the United States in numerous different industries.  This stuff works, there’s not going be anyone that’s going to be able to tell me that Brian’s stuff doesn’t work and that my stuff doesn’t work.  What doesn’t work is the person’s not working it correctly or they haven’t given it a legitimate chance or they’ve advertised to a group of people that literally don’t fit.  There’s not a message to market match.  As long as you have a message to market match and you use this stuff, it’s already proven it does work and you’ve got it all sitting there in your lap, all I can say is that make sure you give it a legitimate test.  Ok, all of this is testable and if people are not responding make a few calls and say did you get it?  What is it that you didn’t respond to?   Now again, I don’t want that to be looked at as like you’re doing manual marketing.  You’re doing actually market research.  Find out if people are not responding.  If you’ve sent out a hundred letters and you haven’t got a call, call a few of these people and say is there any particular reason why.  Determine is there something that you’re not doing or you go into the wrong list of people.  There’s all kinds of things that are completely outside of mine and Brian’s ability to magically know what’s causing someone that isn’t getting success not to get it, but again, all of the support is available in areas like that and if you’ve read through Brian’s stuff, then you know it will cover and answer the majority of questions.  All I can say is that typically people will send out a letter and they will just stop and one of the biggest secrets in having success with direct mail and with advertising is continue to send and stay in contact with people that have shown an interest in what it is that you’re selling and if you have x number of people call you and you have a bunch more names that haven’t then you know a couple of weeks later, follow up with all of Brian’s stuff.  It’s already done for you.  It’s just like I do with my clients.  It’s already done.  Send them out a second notice and you’re going to have a certain amount of people that will respond to that and then the ones that didn’t you send them out a third notice.

Brian Kay: And you know Joe, just to quickly interrupt, the best proof I can give any of the people who are listening to this that it really works is that the vast majority of you signed up after the first notice.  If all of you remember how you got in contact with my Company, you read a full page ad, you called the free recorded message, you got on my mailing list, you got the first report, if you didn’t respond to the first, you got a series of twelve more follow up steps before I gave up on you and I can tell you just from my statistics that at least half of my members come in after the first letter.  Now what would have happened had I stopped mailing after that first letter?  I would make half as much money per year just because I failed to follow up with people and all of you know that it works because it worked with you.

Joe Polish: Yes, you know what the funniest thing is I actually have had members that have bought my stuff, you know, a couple of years ago and I finally get them to come to a Seminar, you know, some people immediately will come to my Boot Camps because they clearly see the value and that type of stuff and other people it takes a while.  They need to hit a certain frustration level before they realise that yes, you know there are ways that we can do this better.  I recently did a Boot Camp where we had over three hundred people paying between a $1,000 to $1500 a person to attend and it was an absolutely fantastic boot camp which almost all my boot camps are and I’ll get someone who’ll be like I don’t think that this stuff works and I really want to prove it to myself once and for all which is kind of funny that they would send $1,000 to $1500 to come to a Seminar to prove to themselves

Brian Kay: or to disprove

Joe Polish: Yes actually to disprove which is really kind of funny because the people would pay money to try to prove you wrong and I just say well you’re sitting in the room aren’t you?  The same stuff that we teach here is the same stuff that caused you to buy.  You see all these people, how many seminars do you ever attend that have this many people at this price point, obviously I know something about marketing and the same marketing strategies and techniques that I used to sell you are the same exact things that we teach you to do to  your clients so what’s  your take on that.

Brian Kay: You know what Joe, at all our super conferences, one of the biggest questions that we ask is can we see by a show of hands the number of you who signed up for the super conference on the first notice.  And about half the room raises their hands.  And then I say, ok second notice, about a quarter of the room.  A third notice the other quarter of the room.  So, in a nutshell had I stopped after one step even to existing clients, I would have given up half that room and just because we’re getting close on time Joe, I just want to keep moving forward.  But the point is whether you’re doing ultimately college funding seminars or you’re doing one-on-one appointments, it’s a slippery slide that you’ve got to take a prospect through to get to the point where they become a client and what most people try to do unfortunately in sales is they try to hard sell somebody right out of the gate and the best thing you can do is to take somebody in a non-threatening way and the easiest way to do that is to offer a free recorded message and a free report and/or a free college funding workshop.  That is another thing that a lot of our members, in fact the majority of the most successful members ultimately end up doing but it’s totally risk free for a prospect.  People are not afraid to show up at a free college funding workshop because there is safety in numbers and they feel that they can get out at any time.  It’s not a one-on-one sales presentation and the same thing goes for free reports.  Real passive, there’s no high pressure and you’re going to get more of a response but you have to be willing to stick with the system when you do a low pressure selling system or no pressure selling system because of the fact that you’re not in their face, you’re not hard selling them and you therefore have to keep following up with sequenced follow up mailings, telephone calls, postcards etc.  Now I want to switch over because they all have exactly had to do voice broadcasting, postcard mailing, telephone marketing and all those other strategies include referral based marketing strategies in their start up manual.

Once they capture a client Joe, and this is something I think you and I do really, really well.  How do you make sure that you don’t lose the entire value, because in a lot of cases, especially I know from me and I know for you Joe, I’m willing to break even or even lose a little bit on acquiring a new customer, because that customer has such a high lifetime value to me, or that member has such a high lifetime value to me that it’s worth it to me to pick them up at cost or at a little bit less than cost.  What do you do in order to maximise the value of each new client so that you don’t spend all your time and energy acquiring somebody and then let them go to waste?

Joe Polish: Ok, well the most important thing that everybody needs, I think that I can see is that you need to bond with them and what does not exist in the majority of people’s businesses is bonding and the reason that there’s no bonding is that as soon as somebody has a transaction, then they go to the next transaction and they don’t focus on developing a relationship and everyone needs to know if you don’t already know this that the most expensive part of business in acquiring a customer is the first initial acquisition.  The first customer acquisition is the most expensive of business and if you’re going to put the time, the effort, the money, the rapport building, the overcoming, the scepticism and the disbelief and you’re going to establish trust with people, why would you want to let that go after you put forth all that effort.  It’s five to six times more expensive to get a new client than it is to get somebody that’s done business with you before to do business with you again.  And so one thing that I think everyone absolutely must do is that they need to have a referral programme in place and secondly, they need to send them a newsletter to their clients on a regular basis.  I actually recommend monthly but if I only had a few minutes to give like a room full of business people in every type of different industry imaginable, if there’s one thing I could say to them is take the names of your prospects and your clients and mail to them relentlessly over and over and over and over again.  Just stay in touch with them continually.  If you’ve provided somebody with a good service and you’ve helped them why would you want to stop that and run off to somebody else before you’ve continued to nurture that relationship and exploit it for everything that you can.  And when I say exploit it for everything that you can, I’m not talking about just continuing to suck money out of people.  I mean if you’re providing value and you’re helping people and they’re paying you for it and every time they pay you money you create more value for them, why wouldn’t you want to continue to do that over and over and over again, because the more value that you can create for somebody the more valuable you become to them and the more valuable you become to them, the more rapport you have with them, the more they’re going to want to tell everyone that they know that has a close relationship with them about there’s a great person that has gone out of their way to create value and has provided them with a service.

Brian Kay: And basically purchase any other thing that you offer because you’ve spent the time like you said to bond with them and have that relationship and 99.9% of other businesses forget about people after they’ve done the transaction and so people are so accustomed to being mistreated or to have indifference from their service providers that you stick out so much from the rest of the crowd and that in itself creates referability and renewability and the interest in becoming a lifelong client.

Joe Polish: Yes, you know our friend Dan Sullivan always says that you only want to have relationships with people that want to have relationships with you and that’s exactly how I look at it.  I mean I only want to have relationships with people that want to have relationships with me and people only want to have relationships with people that want to have relationships with them and the reason that a lot of people don’t call the same person back or don’t continue to do business with them is right from the get-go just from the whole time they meet them, they just know that the person is just there to get money out of them.  They don’t care about really helping them.  There just there to get their money, here’s your stuff and out the door.  We all experience that almost on a daily basis, the way that we do business with other people.  I can count on two hands the amount of businesses in this Country that I’m even impressed with.  This is pathetic and you don’t even need to be a genius in business in order to do really, really well and grow really, really, wealthy.  All you need to do is be a little bit better than most of the schmucks that are running around doing transactions.

Brian Kay: Joe, I just actually want to make it so crystal clear to everybody listening that it’s not real difficult to generate a six figure revenue stream from some simple concepts here.  First of all just to recap for a second, go back to your existing client and prospect base and set up an annual review or ask them for referrals for people who they know who will be sending their children to college who would like to learn how to beat the high cost of college.  That, out of the gate should bring on 25 to 30 new clients.  Ok once you’ve done that, then certainly start putting into effect some of the strategies either using free reports or free workshops to generate new clients but I’m not talking about a huge volume of them and once you have those people, send these people a monthly newsletter.  Now we write one for our members that you can enter your name and information into, but if you feel you want to get into the writing business and you think you can do a better job, you can do it yourself as long as you stay in front of these people, because here’s the best part, that person, if you learn a system for converting them into a long term planning client which we have perfected should end up becoming four to ten thousand dollars in target premium or commissions to you within the first year.

Joe Polish: Let me mention something about what you just said to me because I don’t want to forget it.  We do a tape like this and I know that you’re interviewing me because you really want to help your clients and everything and the same, I know Brian very well.  He genuinely is very interested in helping his clients and just like me he gets a real thrill when he is able to help someone and have them become successful with his systems.  And just like I preach and just like he preaches, anyone that’s happy with the services that Brian teaches and that utilises it, and if you utilise anything that Brian teaches into your business you’re going to make money and you’re going to continue to do business with Brian because Brian has a vested interest in your success because if you become successful, he becomes more successful because he’s just got another individual that becomes a great client and the same thing goes with me.  I have all kinds of additional services I offer my members.  I actually write a newsletter every month and I have a lot of members that are very good at copy writing and copy writing is a very hard skill to master and it’s one of the best things in the world when you can align yourself with someone that provides you with template copy and stuff that has already been proven to work.  I mean I can’t even express on this tape, I could spend an hour talking about how valuable good copy writing is and to go out and write a newsletter yourself when someone like Brian already writes it for you.  I now Brian’s not going to do a hard titch because it’s just not in his nature.  I would prefer just doing it for him because it’s stupid to go out and do these things yourself when they’re already done and they’re already proven to work.  It’s a good use of time and it’s such a valuable service for someone to sit down and write a newsletter, something that you could mail out to your clients every month and then pay peanuts in order to get it.  It’s such a good use of time.  I just want to say to all your members, take advantage of all the services that Brian’s doing.  I wish I could get it through a lot of my members’ head in a way to where they don’t feel that I’m just trying to sell them something.  Because you know we always have a few people that think oh, all they’re trying to do is sell us marketing information and that’s such the wrong thought.  I know how hard that you have worked and how much knowledge is behind everything that you produce for your members and the same thing goes with me.  I mean there is so much good stuff that you do for your guys and I know that because I’ve met a lot of your guys by going to your Seminars and stuff and speaking and the same thing goes with my guys and the funny thing about my members are the ones that make the most money are the ones that utilise the majority of my services and the same thing goes with your clients.  If you understand the lifetime value of a client concept, the more stuff that you do for your clients, the better they’re going to be financially and the more they’re going to benefit and don’t every shy away from thinking you’re doing a disservice by continuing to sell people things over and over again, because as long as you’re creating value and as long as the value is there, you are doing the best thing in the world for these people and Brian and myself we’re both converts of the system that we’re teaching you.  Everything that we use to turn our businesses around and help us become financially successful, we in turn are teaching the same things to our members and I want everyone to know when it comes to coaching and time management and how to advertise and how to market, we all went through this process.  We’re just taking our experience and sharing it.

Brian Kay: Joe, you and I both spend easily 20% of our net income if not more per year on constant self development and coaching and all sorts of other learning things so that we can turn around (a) implement it in our own businesses and then turn around and teach it to our members but the point you just made is so apre po because I think people need to understand that yes we are in the for profit business and neither you nor I will ever make an apology for that because we’re not a Charity.  Obviously, we do have to make a living at this and hopefully make a very healthy living at this so that we can turn around and keep doing it for people because I would say the biggest disservice we can do for anybody is to go out of business.

Joe Polish: The funny thing is, is like we teach selling and marketing and I’m amazed that somebody would want to take marketing and selling advice from someone that’s not going to try and sell them something.

Brian Kay: And sell them something that is useful and helpful in their overall business and without getting fixated on this point, we certainly have the tools and the services to help people continue to grow their businesses.  When you think about what they would really be in the market place if you went out and hired an individual consultant, the only way we’re able to charge, what I consider very low fees compared to what I’ve paid for my own business, copy writing and all sorts of other things, the only reason why we are able to do this is because we can leverage it over thousands of people and that makes it affordable to the masses.  When we go out and purchase these types of services, it’s one person purchasing it from a person and therefore they charge about a hundred times whatever we would charge our members for that service.

So, I completely agree with you and I also think the most common question you need to ask yourself is what’s the return on investment? If I actually took this and it performed even one-tenth of what I believed it could performed, will I return on investment and how long would it take to return on investment and if the answer is I can return on investment within the first thirty days or so, then what’s holding you back, go for it and when you compare the cost of franchises like Subway and McDonalds and these people charge hundreds of thousands of dollars in effect make $50,000 a year per employee and so you really got to put this stuff into perspective but before we get off on a tangent and since we’re kind of winding down, is there any final things, strategies, concepts, belief systems that you think it’s important to impart upon the people who are listening right now.

Joe Polish: Yes, there’s several things.  One, remember that people make decisions based on emotion and so if someone wants to understand what it is that you teach and what I teach we’re always bringing out very emotional messages to people.  We’re really talking about how it’s going to benefit them and how it’s going to remove pain.  Don’t spend your business career talking about how great you are and talking about all the wonderful things that you have done.  Address and point out the needs of your clients.

Brian Kay: Greed, fear, love guilt those are the core level emotions that people are making decisions based on, it’s not features.

Joe Polish: Exactly, and this sounds probably maybe disgusting to some people, but what is causing bile to come up from the asophycus at 3am in the morning?  What are they scare of?  What keeps you up at night and how can you help them?  How can you help these people?

Brian Kay: And when you’re talking about college funding you’re talking about guilt and fear.  Guilt that you won’t be able to send your child to the college of their choice, fear that they’re going to go broke in the process.

Joe Polish: Exactly, everybody has dangers in their life and it doesn’t matter what you’re selling.  I mean even someone that buys a burger from McDonalds has a danger that buying that burger is helping to eliminate.  It doesn’t matter what you’re selling.  This applies to every type of business.  Just identify what are the dangers that exist with them and how can you help remove those dangers and how can you communicate it to these people in a way to where it gets through and it gets through in a very ethical way.  It gets through in a way that is very robotic and auto pilotable using free recorded messages, free reports.  I mean all kinds of stuff that Brian teaches from voice broadcast to fax broadcast to just all the various ways that you can educate people.  You want to rely on education based marketing, and you want to make irresistible offers.  You don’t just want to say this is who we are, this is what we do, here’s our phone number.  You want to make specific offers which is why all of this direct response stuff is so good because not only does it get your name out there, not only does it give people something to respond to but all of it is trackable and when you do that, you can know what is working and what isn’t because so many people spend so much time and effort and money just kind of putting their name out there and putting their phone number out there and advertising this and advertising that and they really have no idea what’s working and what isn’t working and the greatest thing about this type of marketing is it’s all trackable and you can determine right down to the penny what your return on investment is.

Brian Kay: Yes Joe, I just wanted to jump in.  We’re winding down now.  I just wanted to thank you.  I thought this was an excellent interview and it should have been extremely helpful to clear people’s brains out in order to get ready to utilise this type of system and now what I would recommend is go to all the specific stuff and the rest of the start up materials and put them to use.  But every now and then once a month, pop in this tape and relisten to it to clear your brain out.  Your mental files out and get yourself on a positive focus so that you’re ready to go out and start doing something with the information and with the system because that’s the only way it’s ever going to work for you.

Joe Polish: Well Brian I’m going to cry now because you obviously had to cut me off right when I was on a role and that’s no, I’m just kidding.  No, I understand.  It’s always a pleasure to do these interviews with you.  You’ve got a great group of people and hopefully the people listening to this interview will become one of the people I’ve met at Brian’s boot camps.  The ones that are making a lot of money.  This is all great stuff, read through it.  It’s just tons of experience and it can really help you.

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Your guide to carpet cleaning

Here are few tips for cleaning your carpet.

1.    Firstly just learn that all spills and spots are removable. The stickiness of the spot depends on how late you respond to the spill for cleaning or removing. Everything has some chemical compound inside them, either artificial or organic. When any carpet gets a spill, you first try to remove the substances of this spill by using any suitable method or tools. Then you try to clean the residue by either using any detergent or washing soaps on the spill.
2.    Vacuum cleaning your carpet regularly and through out the surface can make sure reduce dust on the carpet and make for more healthy living. The type of dusts in a carpet always causes to attract other flying dusts inside a room. If you vacuum clean them regularly and pass the nozzle through out the carpet, you have minimum chances to get your carpet affected by dust. These dusts are really harmful for your children. So take care while you clean!

3.    Do not get your carpet wet completely while you clean them. Wetting your carpet can cause serious damage to the colors, the tufts, and base – only if handled nonprofessionally. The problem gets sever when someone tries to wipe or rinse the carpet; it loosens the threads in the carpet, causes dimensional stability problems.

4.    Learn more about your carpet, what type of carpet, how it is made, what are the care instructions for the carpet, how this can be get cleaned, what are precaution for handling your carpets. Learn more and more about your carpet from the store you purchased it or the web!

5.    If you are not confident enough about applying any cleaning method to your carpet, fist try any unscrupulous area of the carpet then see the reactions. Whatever methods you apply in cleaning your carpet do not scrub on the surface, extract any thing and no finger nailing on spots – keep this three information always stored in your memory. Some cleaning agent may cause your carpet color to go off completely or be discolored, some carpets fibers are so sophisticated that even can go burnt!

6.    Avoid using too much of detergents, cleaning solvents, cleaning shampoos or soaps. Ideally most of carpets can be washed through foam cleaning – there are cleaning agent available that does not get the carpet wet but creates foam and these foams then cleans the dusts off from the carpet. You can consult with any professional cleaner about the brand for this in your local market!

Every six months, give your carpet a professional cleaning as they sometimes apply dye on the carpet that helps in retaining the actual color of the carpet and gives shine to the carpet!

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Cleaning Products: Their Effects On Modern Living

Article Summary:

People use a multitude of cleaning products to make housework easier and make their homes sparkle. Yet, little is known about the long-term effects of these chemicals, many of which are actually toxic and dangerous to use. Those concerned with the environmental effects of cleaning products are turning to eco-friendly alternatives.

Every homeowner takes pride in the comfort and cleanliness of their homes. But housework is probably the one chore that elicits the most moans and groans. It is no wonder that in such matters people have come to rely on an ever-expanding array of cleaning products to make the work easier.

You only have to look inside the average home’s cleaning cupboard, and find a bewildering collection of coloured liquids, sprays, polishes, and powders to make our homes sparkle. And they have been effective cleaning aids. These myriad cleaning products work so well, it’s almost impossible to imagine cleaning without them.

Yet, perhaps we should, because behind the sparkling labels, all too many household cleaning products hide a dark little secret: they’re made from synthetic chemicals that are toxic and dangerous to use.

Their ingredients have largely been invented within our own lifetimes and have been quickly brought to market with little, if any, long-term safety testing. No one really knows if a lifetime spent among them is safe, let alone good, for us.

The little we do know about daily contact with toxic household materials is not reassuring. There are solid indications suggesting that exposure to many of the common products we take for granted can cause cancers, hormonal disruption, nerve and organ damage, asthma, allergies, and other health problems.

They may even induce bacteria to mutate into super-bugs. For example, triclosan has long been used as an antimicrobial agent in many products. Yet, there is growing evidence that such chemicals may be causing bacteria to develop stronger resistance to commonly used antibiotics.

It’s a disconcerting conundrum: the many products we use to keep our families safe and healthy may be doing just the opposite. With this growing awareness, some people are trying to shift direction. Whilst people talk of environmentally friendly practices in the outside world, in the internal environment of the home, people are also starting to think about green practices and reduce their reliance on these chemicals.

Plain soap and water clean your hands equally well as an antimicrobial soap. Steam can clean rugs as effectively as any cleaning fluid. As people have sought more environmentally friendly cleaning products, more and more techniques have been developed using bio- and eco-friendly technologies.

Perhaps, the crystal waters and fields of radiant flowers we see in the cleaning product labels will soon become actual reality in our environment.

Ian Harper MBICSc

Carpet Cleaning Network, Abbots Langley 01923 439074

upholstery cleaning

Upholstery cleaning

upholstery cleaning and more importantly carpet cleaners that are the very people that will clean your dirty upholstery need to be check out before you let them near your sofa.

In this report Upholstery Cleaning you will read why not all carpet cleaners know what they are doing. With facts that will change your mind forever about upholstery cleaning. here is a comment fro a upholstery cleaner

“Hello everyone, i was wondering if some of you experienced chaps could share abit of your knowledge. I have been on a prochem upholstery course but since starting up (recently) have not been asked to do any upholstery jobs as yet thank god lol. I understand there can be a fair few problems with upholstery cleaning, any particular suites/fabric you would say to stay well away from or any advice would be greatly appreciated.”

As you can see carpet cleaners dont always know what they are doing. are you putting your trust in the wrong people when it comes to cleaning your sofa?

In this report you can find out what to look out for and tell the good from the bad. trust sould always be ernt and you should not give it away so easliy. We all make our own luck in life and by knowing some basic facts about your avarage carpet cleaner will make yours a lot more on the good side than bad.

professional upholstery cleaners are carpet cleaners that have had the basic training to tell if your sofa can be wet cleaned or not. damage is no always major and might just lead to your fabric wearing out much more quickly. many people think and this includes the bad upholstery cleaners that if it dry’s out ok the all is well. not so.

Carpet Cleaning Ipswich

Carpet Cleaning Ipswich

Upholstery Cleaning

Upholstery cleaning in Ipswich can be a bit risky. Why? Well you only have to take a look at the number of carpet cleaners in ipswich and then compare it with members of the national carpet cleaners association, and you will see that there are a lot carpet cleaners that clean upholstery in Ispwich that don’t have any formal training.

It’s not just the training that should worry you. If they don’t value membership or training then what’s to say that they don’t have the right type of insurance. Sure they will have insurance but the type and level of cover will be much higher for members of the national carpet cleaner’s association members cleaning upholstery in ipswich.

Why would someone that calls themselves a professional carpet cleaner not want membership of the number one, and by the way only professional body in the UK?

How will they know which upholstery fabric can be wet cleaned and which not?

How will they know what are the most advanced up to date methods for cleaning upholstery?

How will they know which products are the safest and best to use on your upholstery?

How will they know about new fabrics that are coming on the market and how they should be cleaned?

There are many more things that I could say about the knowledge that they are missing out on. But most important thing here is you upholstery.

When you are looking for a carpet cleaner that cleans upholstery in ispwich check that they are members of the national carpet cleaners association. We are membership number is 2010 and my names is Ian Harper.

Don’t just take it that they are members call up and check. Here is the number. 0116 271 9550 the reason I say this is that we get people saying they are members and using the logo but they are not. It’s in your interest just to make that call.

If you do what a professional upholstery cleaning in ipswich then call Tina Kimmens on 01473 206320 anytime

Carpet Cleaning Romford

Carpet Cleaning Romford

FACT: The OFT estimates there are 9million disputes between home improvers and tradesmen every year thats 25,000 daily.

According to a new survey of London homeowners, fully 96% of people would rather have a tradesman referred to them than rely on any other means of finding help with home improvements. In fact 87% said that a personal recommendation is more valuable than trade membership or trade qualifications. Directories were also overwhelmingly dismissed, with 97% of people saying that using a directory to find a tradesman was a ‘lottery’.

Well just look out for this logo

 

And you cant go wrong. Each member has to sita an exam and have the right types of insurance. The NCCA also will give you a place to go if things go wrong.

I have membership my member number is 2010…………

carpet cleaning romford

Velvet Upholstery Cleaning

The most effective and safest way to clean velvet is to have it professionally cleaned. However, if you do want to try it yourself, you can try mixing 1/2 teaspoon of dishwashing detergent with water, shake it up well, and apply the suds only. Apply only a small amount, and blot between applications. Be careful not to get the fabric very wet. If this is not effectively removing the stains, try using dry cleaning solvent. Dont disturb for at least 24 hours after cleaning.

Carpet Cleaning

how to remove soot from carpet

A217 Prochem Ultrapac Renovate

Special prespray product for the removal of dry soot, carbon, fire residues, filtration soils and draught marks on carpets, fabrics and other surfaces. Highly effective on polypropylene (olefin) carpets as a prespray and in conjuntion with B151 Oxibrite. Cationic solvent free formula “pulls out” soils by neutralising electrical charge and deodorises on application. Red liquid with floral fragrance. Dilution 1:20 to 1:10 pH 10.5

carpet cleaning

Carpet Cleaning : Questions!

Carpet Cleaning : Questions!

Keeping your carpets looking like new can be a real pain. all those spots, stains, marks. where do you go? well we found a link for you that will answer the top ten questions in carpet cleaning.

Carpet Cleaning

You may think that its really easy to clean a carpet, But its not. I don’t blame you for your view lots of people start up each year in business thinking the same thing. its these people that you need to avoid. they will just wet vac your carpets. most people think that all dirt is the same, well you should take a look at the lines of carpet cleaning products that are on sale to the professional carpet cleaner.

That’s why you need to use a professional carpet cleaner. not so guy that thinks it a great way to make some money. Its easy to spot the difference they are normally the cheapest. the reason they are so cheap is that they don’t have insurance and use just one cheap product and sun standard machines.

Do let these guys test their methods out on your expensive carpets.

This is not to say that carpet cleaning is expensive, its not. check out the link above for everything you need to have your carpets cleaned safely.

anti stain treatment for carpets

Anti-Stain Treatment For Carpets

Anti-Stain Treatment For Carpets is a program for dealing with spillages. and it will not cost you any more than a normal carpet clean. why? well many carpet cleaners will not want to give you what we do in our Anti-Stain Treatment For Carpets program because they are add on to their service. its a way for them to look cheap and then keep adding on these extras.

So whats in our Anti-Stain Treatment For Carpets program? its really simple, you get your carpets or upholstery cleaned by us at a very competitive rate and we will…………

Anti Stain Treatment For Carpets