From the Far Eastern Shore of Maryland
Hey ,
Gawd!
What was I thinking.
Earlier today, I had a few minutes between calls (Today is one of two call days for the month, lesson for you here) and out of morbid curiosity, I logged into Flakebook.
Why do I do this to myself?
You know I don’t have a filter, and I tend to be like a bull in a china shop if I decide to reply to a post.
In one of the Cleaning Marketing Groups, a member asked for an example of a price increase letter, which I graciously provided.
(If you want to see the letter, zing down to the PS)
I got the perfunctory “thanks” from the poster.
But then some other dufus (who is a ‘top contributor, whatever the Donald Duck that means) decides to comment “Wow this is far too much keep it short and simple you don’t wanna leave any room for negotiation or argument if you have a client that doesn’t understand how many works that’s of them problem you should not have to explain it to them.
So I felt the need to reply with some hard data:
Me: Too much? I’ll let the results speak for themselves:
- 2009: 17:1 ROI,
- 2010: 18.5:1,
- 2015: 26:1,
- 2018: 22:1,
- 2020: 18:1.
That letter not only communicated my price increase, but generated, on average $18,600 in additional Sales EVERY Year!
Think about this: I made MORE sales by giving people ‘bad’ news than if I didn’t tell them anything and just raised the prices.
Of course the dingy dufus had another response: When you go into that much detail psychologically people think you’re trying too hard and it looks desperate. Plus we don’t know if your prices were comparable or below market before you increase it. It may have worked for you but that does not prove that it is the best approach.
DOH! (best Home Simpson impression)
Being me, I could not let the ding-dong-dufus have the last word so I finished with: I never said this was the best. Poster asked for a letter. I gave her a letter. If you have a price increase letter that conveyed the message AND generated sales that WORKED, please share it.
And then I heard Dan Kennedy’s voice in the back of my head…. No one’s opinion matters. No your wife, not you boss and not your peers. The ONLY thing that matters is RESULTS.
The ONLY thing that matters is RESULTS.
Just about every year, I send out the SAME letter, spend about a thousand bucks to mail it and I faithfully, consistently and without fail get $18,600 back. Hence the 18.6:1 ROI.
Her opinion is as worthless as a wet bag of hammers.
Results Rule! Period!
BTW, I also send this out as an email. Please note the word ‘also’! Given email deliverability rates, the USPS has a far better rate AND my letter is usually not in an over stuffed inbox.
Want to write emails that sell?
Get Make ‘Em Buy: A Step-by-Step Guide to Crafting Winning Emails that SELL!, I take you step-by-step on how to craft an email that actually gets to the recipients inbox, gets opened and makes you money!
Remember, you won’t profit unless you implement,
Vance “Had enough Flakebook for a few months” Morris
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The “Fed’s” may not be able to balance their budget, but we can.
Dear preferred client,
Thank you for trusting Eastern Shore Carpet Cleaning to professionally care for your carpet, upholstery and oriental rugs. We appreciate your business, and look forward to serving you in the future.
The Fed’s” may not be able to balance their budget…but we can! To do so, we will need to increase our prices effective September 1, 2022 since I can’t borrow a trillion bucks from another country to subsidize my business (or print money)
In 2021 we had a minor price increase, but besides that, our prices have remained the same for the past year. However… with the recent volatility in gas prices, insurance rates and the like our operating costs have escalated to the point that another price increase is warranted.
As one of our preferred clients, I am locking your prices at the old rate through the end of the year.
Here’s the scoop; Schedule your cleaning to be completed before the end of the year and you will pay our current prices. This represents a 10% savings for you.
Not only that but you could save more:
- Call & Book your cleaning by November 1, 2022 and save an additional 5%
- Call & Book your cleaning by October 31, 2022 and save an additional 10%
- Call & Book your cleaning by September 30, 2022 and save an additional 15%
- Call & Book your cleaning by August 30, 2022 and save an additional 20%
BE ONE OF THE FIRST 25 CALLERS AND BOOK BEFORE AUGUST 20, 2022 AND YOU WILL GET HALF PRICE CLEANING
(The fine print: Minimum charges apply. These discounts can not be combined with other offers. Carpet and upholstery cleaning must include stain resistance application)
P.S. The “End of the Email
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