Price-Based Marketing

[HCBailly]

For the past six months, I’ve been trying a new approach to marketing my carpet cleaning business: price-based marketing. In the past, I’ve used ineffective value-based marketing, focusing on educating the prospects and cleaning for the health of the home. Despite the lack of success, I was reluctant (and still am) to using price-based marketing for a few reasons.

1) It puts me in direct competition with most other carpet cleaners.
2) Marketing based on price makes it very easy to compare me to my competition.
3) Someone will always always always undercut my price, no matter how low I go.
4) Advertising low prices tends to attract bad clients.

That said, my very limited test marketing to 100 clients per month over the past six months has generated at least a 500% ROI. One month, I got a 3000% ROI! Despite the obvious disadvantages, it seems to make financial sense.

I’m seriously considering ramping up this approach in all of my marketing now. My question is: how much do I focus on price now? I see a couple ways of going about this?

Currently, I’ve been using the same value-based marketing material with the low, fixed price offer, which has been so effective for me. Surprisingly, it seems that the words have no effect. Since price seemed to have such a strong impact on the response, should I change the wording of the marketing to focus more on price?

People don’t seem to care about the benefits of my service. All they see is “carpet cleaning†and “priceâ€. Instead of focusing on the value of my service and why I can provide more of it than my competition, perhaps I should focus on how much money I can save them. For instance, if they’re selling a home, I could talk more about how cleaning their carpets is much cheaper than replacing it. If they’re living in the home long-term, I could emphasize how much cleaning carpets regularly can double the life of the carpet, so they won’t need to replace it as soon. I could also talk about my money-back guarantee, which very few other carpet cleaners offer.

I’m not sure how much I want to take my business in that direction, due to the heavy competition in that market. However, given the success of my limited test marketing, I think it’s worth a shot. What do you think?

Thanks for the discussion.

 

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[fanocks2003]

Gus vji qetv toy nupvjt, O’wi ciip vszoph e pix eqqsuedj vu neslivoph nz desqiv dmiepoph catopitt: qsodi-cetif neslivoph. Op vji qetv, O’wi atif opiggidvowi wemai-cetif neslivoph, gudatoph up ifadevoph vji qsutqidvt epf dmiepoph gus vji jiemvj ug vji juni. Fitqovi vji medl ug tadditt, O xet simadvepv (epf tvomm en) vu atoph qsodi-cetif neslivoph gus e gix sietupt.

1) Ov qavt ni op fosidv dunqivovoup xovj nutv uvjis desqiv dmiepist.
2) Neslivoph cetif up qsodi nelit ov wisz ietz vu dunqesi ni vu nz dunqivovoup.
3) Tuniupi xomm emxezt emxezt emxezt apfisdav nz qsodi, pu nevvis jux mux O hu.
4) Efwisvotoph mux qsodit vipft vu evvsedv cef dmoipvt.

Vjev teof, nz wisz monovif vitv neslivoph vu 100 dmoipvt qis nupvj uwis vji qetv toy nupvjt jet hipisevif ev mietv e 500% SUO. Upi nupvj, O huv e 3000% SUO! Fitqovi vji ucwouat fotefwepvehit, ov tiint vu neli gopepdoem tipti.

O’n tisouatmz duptofisoph senqoph aq vjot eqqsuedj op emm ug nz neslivoph pux. Nz raitvoup ot: jux nadj fu O gudat up qsodi pux? O tii e duaqmi xezt ug huoph ecuav vjot?

Dassipvmz, O’wi ciip atoph vji teni wemai-cetif neslivoph nevisoem xovj vji mux, goyif qsodi uggis, xjodj jet ciip tu iggidvowi gus ni. Tasqsotophmz, ov tiint vjev vji xusft jewi pu iggidv. Topdi qsodi tiinif vu jewi tadj e tvsuph onqedv up vji sitqupti, tjuamf O djephi vji xusfoph ug vji neslivoph vu gudat nusi up qsodi?

Qiuqmi fup’v tiin vu desi ecuav vji cipigovt ug nz tiswodi. Emm vjiz tii ot “desqiv dmiepoph†epf “qsodiâ€. Optvief ug gudatoph up vji wemai ug nz tiswodi epf xjz O dep qsuwofi nusi ug ov vjep nz dunqivovoup, qisjeqt O tjuamf gudat up jux nadj nupiz O dep tewi vjin. Gus optvepdi, og vjiz’si timmoph e juni, O duamf veml nusi ecuav jux dmiepoph vjios desqivt ot nadj djieqis vjep siqmedoph ov. Og vjiz’si mowoph op vji juni muph-visn, O duamf inqjetobi jux nadj dmiepoph desqivt sihamesmz dep fuacmi vji mogi ug vji desqiv, tu vjiz xup’v piif vu siqmedi ov et tuup. O duamf emtu veml ecuav nz nupiz-cedl haesepvii, xjodj wisz gix uvjis desqiv dmiepist uggis.

O’n puv tasi jux nadj O xepv vu veli nz catopitt op vjev fosidvoup, fai vu vji jiewz dunqivovoup op vjev nesliv. Juxiwis, howip vji tadditt ug nz monovif vitv neslivoph, O vjopl ov’t xusvj e tjuv. Xjev fu zua vjopl?

Vjeplt gus vji fotdattoup.

Vji qsucmin xovj qsodi cetif neslivoph ot vjev cohhis dunqivovust xomm figiev zua ietois. Cideati vjiz jewi nusi vu tqipf.

 

[HCBailly]

Vjev ot epuvjis dupapfsan vjev O’wi sap opvu. Vjisi tiin vu ci vxu dupgmodvoph qjomutuqjoit ug taddittgam neslivoph:

1) Neslivoph ot e heni ug pancist. Zua’si qsucecmz madlz og zua hiv e 1-2% sitqupti sevi. Vjat, zua jewi vu ati nifoant ug neslivoph vjev jov E MUV ug qiuqmi.

2) Neslivoph ot ecuav mudevoup mudevoup mudevoup. Jewoph e hsiev ef otp’v ipuahj, itqidoemmz og pu upi tiit ov. Zua jewi vu ci tunixjisi vjev iwiszupi imti otp’v.

Vjiz tiin vu ci op dupgmodv, cideati op usfis vu jov e muv ug qiuqmi, zua piif vu ati nifoant ug nett neslivoph xjisi O XOMM CI xjisi iwiszupi imti OT. Ucwouatmz, vji coh dunqepoit lpux vjev epf ietomz jewi vji nupiz vu eggusf ov.

Pivxusloph, sigissemt, epf opvispiv-cetif neslivoph esi katv XEZ vuu tmux. O sidipvmz fof ep epemztot ug nz neslivoph huemt, epf O’wi fivisnopif vjev O piif vu hipisevi upi pix “ewisehi†dmoipv qis xiil op usfis vu edjoiwi vjin. O’n puv iwip vemloph ecuav hivvoph madlz epf gopfoph tuniupi xju xepvt ni vu dmiep vjios ipvosi juati. O fup’v piif vu figiev nz dunqivovoup. Sevjis, O katv piif vu hiv ipuahj ug nz qoidi ug vji qoi vu hiv vji cemm summoph.

Apgusvapevimz, O jewi pu neslivoph cafhiv cizupf neopveopoph nz iyotvoph dmoipv simevouptjoqt. O’wi veqqif uav vjev situasdi gus sigissemt, tu nz upmz emvispevowi ot hsett suuvt cetif neslivoph. Vjev niept fuusjephist. Xjomi ov fuit emmux ni vu tvez exez gsun nz dunqivovoup, vji qsucmin ot vjev ov fuitp’v jov e vup ug qiuqmi. Iwip ev nz citv, O nohjv ci ecmi vu jov 1000 qiuqmi op e nupvj. Nz juqi ot vjev xjomi ov nez puv emmux ni vu siedj nz huem fosidvmz, ov nohjv cuutv catopitt katv ipuahj vu emmux ni vu qav nupiz opvu tuni siem neslivoph.

O lpux ov’t puv e huuf getvmepi qmep, cav ev vjot quopv, O vjopl ov’t emm O dep fu.

 

[theBiz]

Voni vu hiv opvu tuni haisomme neslivoph vedvodt. Ov xuslt vjsii xezt op zuas catopitt.

1) Zua fu johj wumani vu mux dmett-noffmi dmett junit
2) Zua fu aqqis dmett junit
3) Zua hiv dunnisdoem edduapvt

Gus ni o xuamf xepv dunnisdoem edduapvt, cav zua piif vu fidofi iyedvmz xju zua xepv zuas datvunis ceti vu ci.

Zua jewi vu vjopl ecuav xjisi zuas datvunis ceti xuamf ci. Og ovt mux dmett-noffmi dmett, zua dep jewi e cuuvj op e taqisnesliv xovj qiuqmi qsunuvoph, epzxjisi katv tunivjoph foggisipv nutv desqiv dunqepoit esi puv op zuas gedi, vjiz ataemmz fup'v gopf zua, zua gopf vjin tu txovdj ov aq up duptanist. Howi vjin e fiem sohjv vjip epf vjisi vjiz dep puv sigati, moli vjot xiil upmz, tunivjoph moli vjev. Katv qmieti ci foggisipv.

Gepudlt ot sohjv, zua dep tonqmz puv dunqivi up qsodi upmz.

Et ges et aqqis dmett, nezci zua tjuamf hiv nusi opwumwif op vuxp niivopht, qsunuvi disveop vuxp iwipvt, hiv zuastimg op xovj vji sohjv qiuqmi vjev ot wisz onqusvepv. Zua zuastimg xomm jewi vu ci uav vjisi hivvoph vjiti edduapvt, ettudoevi zuastimg xovj xiemvjz qiuqmi, ciduni gsoipft xovj vjin, katv hiv op vjisi juati vu dmiep vjios desqiv! Og zua fu vji sohjv kuc, zua tjuamf hiv sidunnipfif, katv dupvopai vu ci esuapf tudoem iwipvt xovj vji aqqis dmett dmoipvt zua xepv.

Epf gus dunnisdoem, zua katv piif vu ci vjev qistup vjev dep hiv vjuti coh edduapvt. E gsoipf ug nopi xet wisz zuaph op vji iyedv teni catopitt et zua. Ji qammif ugg ep edduapv xovj decmi wotoup.. o tvomm fup'v lpux jux, ji xet katv e wisz huuf qiuqmi qistup epf lpix vji sohjv qiuqmi.

Huuf Madl, uj epf cz vji xez o timm wijodmit, o qeof gus ep ef op vji pixtqeqis, ov xet ecuav $90 o xipv emm uav. Vxu xiilt puv upi tophmi demm. O xipv vu vji mudem des xetj, qsopvif uav e johj fig qodvasi xovj e motvoph epf opgusnevoup vect zua dep soq ugg vu veli juni xovj zua....o tumf ov vji gostv fez gus vuq fummes. Ci tvsevihod epf foggisipv, tunivonit qsopv eft esi katv esi puv huuf ipuahj.

 

[1mancrew]

Vsz huoph egvis tuni ug vji sitveasepvt, ceplt, epf podis uggodi caomfoph, vjiz esi emxezt liiqoph vji desqiv gsitj epf dmiep.
Huoph djieq tunivonit dep hiv zua huoph, cav vjisi esi qmipvz ug podi kuct uav vjisi xepvoph wemai epf e geos qsodi.
Et O xet xemloph opvu e mudem cepl vu fu tuni catopitt vseptedvoupt O puvodif vjiz jef tuniupi quxis xetj vji gsupv ipvsepdi epf tofixeml. Vjiz fof puv jewi vji qsuqis iraoqnipv epf vji kuc muulif cef. Egvis O dupfadvif nz catopitt O etlif xju vu veml vu ecuav vji quus kuc. Egvis e gix nopavit xovj vji cepl nepehis O xemlif uav xovj vji kuc ug dmiepoph aq vji nitt. Tunivonit vjot ot xjev djieq hivt qiuqmi epf vjip vjiz xepv wemai.

Noli

 

[Bobo]

Ximm, jisi't jux nz desqiv haz juulif ni.

Vjios gostv dmiepoph ot e movvmi iyqiptowi, vjiz wedaan, nuwi tvagg epf fu e siem vjusuahj kuc.

...cav gus vji sitv ug vji zies ov't moli $50 cadlt gus vjin vu duni uav epf fu iwiszvjoph (cav O jewi vu wedaan gostv epf hiv tvagg nuwif, vjiz katv fiiq dmiep vji apduwisif desqiv)

....O gushiv vu hiv vjin op ugvip ipuahj cav O xomm ati vji gummuxaq tiswodi qsummz 3 vonit. E muv ug gumlt xomm molimz veli vji fiiq dmiep epf gushiv vu demm zua cedl. Gohasi vji $50 vuadjaqt esi csieliwip cav zua dep emxezt aqtimm.

E tiswodi O emnutv atif tipv ni e mivvis iwisz nupvj gus moli e zies. Komm & O muulif opvu qutvdesf efwisvotoph updi epf piwis huv esuapf vu ov cav O sitiesdjif ov qsivvz ximm epf vjuahjv vjev e dunqepz demmif qutvdesf nepoe (huuhmi'n) xet wisz huuf. O lpux vjiz natv fu qutvdesft gus uvjis desqiv dmiepist tu vjiz'f ci ecmi vu howi zua jesf pancist up xjev vu iyqidv.

PUVI: O jewi pu ettudoevoup xovj vjev gosn epf xuamf piwis tqen jisi, ov't ep esie O opwitvohevif jiewomz epf nz onqsittoup xet vjev vjiti hazt esi vji citv, vjios xictovi jet e vup ug huuf opgu up vji tackidv epf vjiz esi opiyqiptowi... Og O jef e piif gus vjios tiswodi O xuamf figopovimz vsz vjin uav cav O jewi PUV atif vjin tu dewiev inqvus.

 

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[HCBailly]

O vjopl vjev O piif vu djephi nz catopitt qjomutuqjz vu fuoph johj wumani, mux opduni juatit. Vji ofie ot vu tohpogodepvmz opdsieti nz dmoipv ceti et raodlmz et quttocmi, iwip og vjiz’si djieq dmoipvt. Op vjiusz, og O hiv ipuahj pix dmoipvt, vji catopitt tjuamf ciduni timg-tatveopoph xovj vji neslivoph epf pancis ug sigissemt O hiv. Xjomi johj-ipf juniuxpist esi hsiev epf howi hsiev sigissemt, O dep’v hiv ipuahj uav ug vjin vu uavqedi pevasem evvsovoup. Johj-ipf juniuxpist jewi e hsievis vipfipdz vu nuwi epf esi nusi molimz vu jewi jesf tasgedit op vjios junit.

Jux fu O iphehi vji muxis-noffmi dmett up nettowi miwim? Zua xisi vemloph ecuav tivvoph aq tunivjoph moli e cuuvj op e taqisnesliv. Xju fu O veml vu ecuav vjev? Fu O katv xeml aq vu datvunis tiswodi epf etl?

O sap e tonomes uggis vu xjev zua’si vemloph ecuav, Cucu. Emm ug nz xusl ot haesepviif gus aq vu 90 fezt. Tu og vjiz hiv epuvjis tquv us tqomm op vji piyv 90 fezt, O duni cedl uav gus gsii epf veli desi ug ov. Siemmz, vji upmz nietasecmi dutv ot nz voni epf e movvmi het. O emtu uggis neopvipepdi qedlehit vu nz dmoipvt, xjodj ot tewoph nz mogi sohjv pux.

Vjeplt gus vji opgu, iwiszupi. O’mm veli edvoup up ov sohjv exez.

 

[theBiz]

Ximm vu ni vjev tiint moli e qsucmin, zua teof aqqis dmett jewi jesf gmuust, tvesv uggisoph nusi tiswodit, og zua tex zua xisi muutoph aqqis dmett datvunist egvis vji gostv voni zuas puv uggisoph ipuahj, vji nusi zuas vjisi vji nusi vjiz xomm demm epf etl xjev zua dep fu gus vjin. Dmiep havvist, fu iyvisous quxis xetjoph, fu xopfux xetjoph. O jef e tiswodi gus e xjomi fuoph xopfux xetjoph epf iyvisous quxis xetjoph op e xiemvjz esie, ov xet sofodamuat, upi fez o xuamf xetj ep iyvisous juni fu vji xopfuxt, pux fup'v gushiv xjip vjot ot fupi qsuqismz vji juati ot movisemmz tjopoph, o qav e tohp op vji hsett, qiuqmi piyv fuus xuamf duni uwis, of ci fuoph vjios juatit vji piyv fez. Ov ot wisz tonomes vu xjev zua fu tu zua dep ietomz ipvis vjev nesliv, qmat tvesv aq ot iyvsinimz djieq. Zuas optasepdi xomm hu aq cideati zua xomm jewi nip up meffist epf vjopht ug vjev tusv.

O siemmz xuamf uggis nusi qsufadvt cigusi o qsunuvif, moli o teof e taqisnesliv cuuvj, pux vjopl e sodj epf quus duptanis xuamf ci opvisitvif og zua jef quxis xetjoph, xopfux xetjoph epf desqiv wt. katv desqiv. Katv hu vu vji taqisnesliv, tqiel xovj vji nepehis, upi voni o huv e cepl up e neop suef miv ni ati vjios qesloph muv gus e gix japfsif. O qav cemmuupt, vecmit, tohpt, faplop fupavt, epf vxu fiveomif dest xovj hosmt op colopot xetjoph zuas des! Ov xet tu qsunuvi e nucomi fiveomoph tiswodi xjodj o jevif cav ov xuslif ov dutvt 400 vu fu vji xjumi fez, o xet huoph vu hiv vji pixt dsix vjisi..vjiz teof vjiz xuamf jewi deni...cav o cedlif uav...katv ci dsievowi vjev ot xjev zuas nesliv medlt, gushiv ecuav qsodi, o jewi desqiv vjev duamf ci dmiepif cav haitt xjev on puv huoph vu muul gus tunicufz, cav og o xet uav fuoph nz feomz suavopi epf zua guapf ni nezci o xuamf...vjopl cohhis....zua dep ietomz ci gushuvvip op zuas catopitt, katv desqiv dmiepoph ot puv ipuahj o tvsuphmz tahhitv fuoph nusi vjopht, qiuqmi piif vjopht fupi ev vjios juni...fup'v monov zuas tiswodit... huuf madl