Carpet Cleaning Marketing - homepage What is the Rich Cleaner System

Strategy #4: The Secret To Automatic Profits

Who Is Joe Polish

Thoughts? Questions? Please Post Your Comments Below and I'll Personally Reply:


Carpet Cleaning, New Hampshire

Joe, thanks to your incredible marketing strategies last year (using only 4 carpet cleaning vans) ...I am living proof that a person can get rich in this business!


Carpet Cleaning

Thanks to Joe Polish and Piranha Marketing our profits are up 98%! We made an extra $165,000 in 12 months!

Allpro Restoration


Joe, thanks to you our business will never be the same! Our net profit jumped over 100% after we implemented your recession proof strategies! In just 10 months!

marketing video training series Marketing Video Training Series

Start "Farming" Neighborhoods
In Your "Target Market."

If you have no idea what "farming" a "target market" means, think about it this way.

Have you ever gone fishing? (Or at least heard about fishing?)

When you go fishing you have a fish in mind that you would like to catch. That fish is usually located in specific areas of the body of water you are fishing in. And that fish usually requires a specific lure or bait to catch it with.

Well you are going "fishing" for new clients. Once you define the clients you want, you need to use the right "lure" to catch them with. And go to the right "fishing hole" to find them.

For example, if you want to clean in high-end homes in your area then you need to pick out those specific neighborhoods of homes you want to focus your efforts on. And if you want to make yourself THE carpet cleaner for those area you need to appeal to that customer with the right "lure" or marketing message. (And of course, deliver on what you say by serving up "high end" service and quality work.)

Selecting A Single Target Market

Here is a simple trick. Ask yourself what kind of customer you want? "Profile" that customer. Then study your area and find out where that customer lives. That is your new "fishing hole."

Now I bet you're starting to figure out what "Farming a Neighborhood" means.

That is marketing "speak" for sending your offers to the same area again and again. (Maybe I should call it "fishing a neighborhood" for the sake of this analogy.)

And by the way, I DON'T mean sending the same ineffective ad to the same neighborhood 5 times so they will see your ad multiple times and eventually call you. (As in the bogus "theory" ad reps will try to use to explain their poor results.)

No, what I'm talking about is doing multiple, effective, Direct Response ads to the same area over and over again, until you've gotten every "fish" possible out of that fishing hole.

You do this by sending your offers spaced out at 2 week intervals at least 3 times so you don't leave any of that "money on the table." Then you move onto the next neighborhood and start "fishing" in there.

Note: Be sure to cycle the first neighborhood back through your marketing schedule in a few months because neighborhoods are always changing/people's circumstances are always changing. And you will get more clients out of the neighborhood each time.

The Lifetime Value Of Your Customer

Do you know what Lifetime Value of a Customer is? (LVC) Let's think about this, Mrs. Jones lives in a 3,500 square foot home and 70% of it is carpet. She gets her carpets cleaned every year like clock work because she suffers seasonal allergies.

What is acquiring her as a client worth to your company over the next 5-7 years?

Let's do the math. Mrs. Jones' home with carpet protection would be about a $1,000.00 job. (That is very realistic if you are using my Rich Cleaner Strategies.) So your relationship with Mrs. Jones will be worth at least $5,000.00 to your company over the next 5 years.

But what about if she has a "touch up" cleaning at the 6 month mark worth $500? Now her LVC is $7,500 over the next 5 years. Plus, there is the potential for referrals from her and providing extra services in her home like cleaning her area rugs, upholstery, tile, or air ducts. Her value can easily start to get in the high 5 figures very quickly.

What about the Taylor's that have 1,000 square feet of carpet in their home and clean every 6 months? It's really fun to do this kind of "math".

Of course you don't have to sit down and comb through your clients and figure out the Lifetime Value of each and every one. You can work off of your averages. (Which will hopefully be going up when you start charging more and marketing yourself correctly.)

But it is very important that you wrap your mind around just how valuable your LVC from each of your clients really is to your business. Then you can select areas and neighborhoods where you can find more of these high value client relationships and concentrate on acquiring new clients in your target market.

Would You Like A Cookie?

Let's shift gears a little from the fishing analogy and talk about what you are going to do to "farm" your target markets or neighborhoods. I like the way my friend and ninja marketer Dean Jackson puts it, he calls it offering a "cookie".

Imagine what it is like when someone hands you a plate of beautiful, home made cookies, the aroma of chocolate fills the air and the cookies are still warm from the oven. It's really hard to say "no" to a fresh, warm delicious looking home made cookie isn't it? Even the strongest of willpower can be brought down with the whiff of a plate of home made cookies.

That is what you need to offer your target market. A delicious "cookie" that no one wants to turn down. And hands down, the best "cookie" I've ever seen is my Free Room Of Cleaning and Free Carpet Audit™ system that are included in the Rich Cleaner system.

The concept of offering "free samples" is not new to marketers. In fact, one of the “Godfathers” of Direct Response Marketing, David Ogilvy, was teaching the concept 50+ years ago. And it's often referred to in the world of Direct Marketing as "moving the free line."

I created the Free Room offer back in 1992 and it's an enduring strategy that works as good today as it did 20 years ago.

The reason the free room of cleaning has been so successful for cleaners all over the world for so many years is by “moving the free line" or "offering a cookie", you attract more clients and prospects to your business. You educate and create relationships. You provide value and service and you gain the trust of your prospect. As a result? A good majority will realize what you have to offer is pretty, darn good and they become a client.

How To Do This The RIGHT Way...
Or You Just Might Clean A Bunch Of Freebies For The Wrong Clients.

So how do you do it? And most importantly, how do you do this right?

Here is a run-down of how to successfully use the Free Room Strategy to grow your business exponentially, with high-paying clients.

#1) Choose a hand picked, targeted, market for your Free Room offer. Don’t deliver or mail this offer to any areas that do not contain your ideal client. Hand select specific neighborhoods/areas where you know the your ideal clients reside. For a carpet cleaning business this is usually an area that contains lots of homeowners that will be happy to invest in the quality and service you provide. Hopefully you are providing “Five Star” service, so take your offer to people who want to pay for five star service.

#2) Deliver the right message. This means reviewing Strategy #1 when you craft your message. Positioning is crucial with this ad otherwise you could end up attracting the people who are only after "freebies" and discounts. These are the clients that make "clipping coupons" their hobby and you end up with "transaction based" marketing not "relationship based" marketing. You must craft this message correctly so you are properly positioned and your clients are sifted, sorted, and screened when they call you.

#3) Make sure your timing is right. If you deliver this letter during a holiday week, when there is a national event (like Superbowl) or a massive storm hitting the area, you just aren’t going to get a great response. It’s not rocket science, a lot of it is just common sense. Timing can also be about getting this offer to someone right before they buy/sell a house (via your relationship with realtors), when they buy new furniture (relationships with high-end furniture stores) when someone is going to have a baby, (relationships with OB’s). You see where I’m going with this?

Of course, for this offer to work, you must be a quality cleaner that does an awesome job, guarantees your work, and offers tremendous value for your clients. Also, part of the success is offering the Free Carpet Audit™ (members only) or something of the equivalent. This is the element of the offer that helps to create tremendous value, builds relationships and closes the sale, in a very cool, no pressure, helpful way of course. After all, people love to be sold, they just hate to be pressured.

The opportunities for farming areas specific to your business needs are endless.

When people question the effectiveness of this strategy it’s only because they either haven’t tried it, or they haven’t done it correctly. Thousands of professional cleaners around the world are using this Strategy today, and having massive success with it. Many of my members say it’s the foundation of what they build their front-end sales on.

When you start farming your target markets make sure you follow the guidelines I've given you on creating successful, effective, money-making ads. Whether they be in print, or online, because if you are fishing in the right fishing hole with the wrong aren't going to catch anything.

So remember this winning formula...

The right message + the right market + the right time= results

It’s a simple, tested, proven and timeless strategy. And if you execute this Strategy correctly, it is the most targeted, easy, ethical, cost effective and profitable way to build your clientele quickly.


"I mailed out 750 letters I got instant response. I use to print my own, now I have a local minuteman press do my letters. In two years of printing and mailing the letters we grown to over 2400 per month now. I have increased my sales by over $220,000 . each year a growth of $110,000 per year growth. I'm gonna grow it by another $110,000 this year it has proven it does work. The end of this year we will be at half million in sales. There is nothing more proven or easier to grow a company with than the newsletter. I understand where Robert Peters is coming from and understand his success. He lives in Texas with warm weather. I live in North Dakota with snow and below zero temperatures. We will have -20 below temperatures in the morning and we are still cleaning 2 trucks in the morning. The newsletter went out this week and filled up my week, It would never happen without it. Even though it is cold where I live people still clean carpets. Mail it and be consistent with it and you will get results." – Perry Leier, Superior Steam Cleaning, ND*

"I wanted to tell you Joe that we did an 'I Miss You' letter sequence to past clients... and for a $63.80 investment I reaped $2,203.43 !!! That's a 35 to 1 return, and that was from the 1st step alone! I sent out the 2nd step today so lets see what happens!" - Joe DeSouza Healthy Home Carpet Cleaners*

There you have it. 4 of my best strategies to get your schedule booked next week.

Your job now is to take what I'm giving you and run with it.

Just remember anytime you venture into new territory there will be a...

Learning Curve

Let me assure you if you do this on your own, without any further help from me, you are going to have a learning curve so don't blame yourself if you fall on your face "right out of the gate."

I spent the better part of a year and thousands of dollars on direct marketing seminars, high level business consultants, reading lots of books and even hiring a professional copywriter when I was first creating my systems.

And it's taken over 17 years to create and perfect the Rich Cleaner System, so don't blame yourself. Don't beat yourself up. We all have a tendency to do that when we can't get it just right the first time.

After all, many experts say it takes about 10,000 hours to get really good at something. (i.e. Malcolm Gladwell's "10,000 hour rule".) So cut yourself some slack if you don't figure this all out right away.

You'll learn really quickly that in "marketing" some of your ads will work like gangbusters and some won't. Don't get discouraged. That's just part of "the game." It'll take some tweaking to get your ads just right. You might even want to run 2 different campaigns at the same time to see which one gets better results.

But Before You Go And Get All Overwhelmed...

Here's the thing....

In my Rich Cleaner System all the work is done for you.

There is no overwhelm. No work. No failures. No learning curve. In fact, there is way more than 10,000 hours invested into it's creation.

Just "plug" your name and number in the right place and put my "done for you" strategies to work.

Possibility vs. Probability

What happens when you rely on the possibility of success?

"Possibility" says 80% of businesses fail within the first 5 years.

What happens when you rely on the probability of someone else's proven success?

You get...

Bankable Results.

"Bankable Results" are results you can take to the bank when your ads deliver you highly profitable jobs. Results that are proven to create massive income for carpet cleaners year after year.

And because all of the ads, marketing strategies, and techniques in my Rich Cleaner System have been shown to work as great today as they have for almost 2 decades...they are proven to work. They are predictable and bankable.

Plus, something remarkable has happened in these past 17 years.

Thousands of cleaners have used my ads, tweaked my ads, and created their own ads. And thousands of carpet cleaners have shared their most successful ads and made them available to you. (Like I said before, there has been way more than 10,000 hours invested in creating and perfecting my Rich Cleaner System.)

My Rich Cleaner System gives you instant access to literally thousands of proven, money-making ads, promotions, campaigns, systems, processes and strategies. Ideas you can use both online and offline. These are all PROVEN and work in the "real world". These are not "theory" or some abstract idea you would pick up from a book or seminar. Just PROVEN results and"tools" for you to "plug into your business."

Have you heard the term "paint by numbers easy"?

You see, my goal when I started creating my system, years ago, was to be able to provide the easiest, most effective marketing system to carpet cleaners in the world. But since then it has evolved into the biggest resource of effective marketing and adverting available to carpet cleaners and restorers on the planet today.

What does that mean to you?

It means you could get your hands on my system tomorrow, plug your name and number into my top money-making ads. And be filling your schedule up by next week. It means you can take these 4 Strategies I just revealed to you and skip all the work of writing your own sales letters and ads. Because in my Rich Cleaner System you get all the "done for you", proven sales letters and ads that have already been created for you, proven to work, and ready-to-go. You just type in your name and company information and hit the "print" button.

I've been getting letters and e-mails from people who use my Rich Cleaner Strategies, for over a decade and a half. Just check out people have been saying.

"Joe, the first strategy I used of yours cost me only $75. It resulted in 13 jobs that averaged about $150 per job. (That's almost $2,000.00 in business!) At only $75 bucks, that was a 26-1 return on my investment. That's unbelievable! I can't wait to start implementing more of your strategies; your system is the best!" - Mike Tubbs, AA Certified Services

"Joe your awesome strategies helped me add 2 trucks, 2 employees and $468,000.00 in business this year! What more is there to say? Thanks a million!" - John K. Fat Cat Carpet Cleaning

I literally have gotten hundred of notes like these from carpet cleaners using my strategies over the years.

In fact, the only time I've seen my systems not work for someone is "A", they got the system and did nothing with it or "B", they did nothing with it. (Do you see the pattern here?)

I'm telling you..You can't mess this up unless you just don't use it properly at all. If you take my PROVEN done-for you strategies and deliver them to your target market, it's gonna work. You're gonna make money. You will succeed.

It really is that simple. Even if you think you are gonna screw up. You can't. You see, I've made my Rich Cleaner System...

"Screw-Up Proof"

I've created my system in a way so that you can follow the step-by-step, easy instructions and the results are a transformed business and a lot more money.

Before you know it your business could be a "cash cow" giving you all kinds of new choices in your life.

Choices like, what to do with your time off? What to do with the extra cash? Fun choices. In fact, you'll have an E.L.F. business. (Stands for Easy, Lucrative and Fun!) And showing how to have an E.L.F. business is really what this is all about.

The Rich Cleaner System is truly a...

Game Changer.

And "game changers" don't just come along every day.

And the reason why The Rich Cleaner System can change the game for you forever is, it is framed around a winning blueprint to success. Here it is...

8 Profit Activators That Will "Trigger"
High Profits In Your Business From Day One.

Profit Activator #1: Narrow Your Focus and Select ONE Target Market (at a time). I touched on this in your Free Strategies today, but in the Rich Cleaner System I go deep on selecting target markets. You must be clear and focused so you can deliver the right message to the right market at the right time.

Profit Activator #2: Use Direct Response Offers To Compel Prospects To Call YOU Immediately. This is the "secret sauce" of the Rich Cleaner System. You get an entire arsenal of proven direct response ads that you can use online and offline to blow away your competition and dominate your market.

Profit Activator #3: Patiently and Systematically Educate and Motivate Prospects To Call And Meet With You ...Ready To Buy. I'll give you the systems, tools and strategies to sift, sort and screen prospects, so when people call you they are primed to do business with you.

Profit Activator #4: Present Your Unique Service Offer In A Way That Makes It EASY To Get Started. The Rich Cleaner System gives you all the strategies you need to present your services in a way that sets you apart from your competition.

Profit Activator #5: Deliver A "5-Star" Experience To Your Clients. The Rich Cleaner System makes it easy for you to deliver a "dream come true" experience for your clients so you can get more money, more repeat business, and more referrals.

Profit Activator #6: Provide "After" the Sale "5-Star" Experience - Even After You've Been Paid. This is where many businesses are going wrong, but you will get the strategies that can transform you from a "transaction based marketer" to a "relationship based marketer."

Profit Activator #7: Nurture Lifetime Relationships And Focus On The Lifetime Value Of Your Clients. The Rich Cleaner system helps you "crack the code" on the value of your client relationships and gives you the tools to create relationships for life with your clients.

Profit Activator #8: Motivate Your Clients To Give You Tons Of Referrals By Taking Every Opportunity To Turn Them Into "Cheerleaders" for Your Company. The Rich Cleaner System is packed with strategies that will cement client loyalty and spawn massive referrals.

And in the Rich Cleaner System I hand you these "8 Profit Activators" on a silver platter. This system is an exhaustive plan that gives you everything you need to be HUGELY successful in your business.

But it's laid out for you in a way that is so easy to understand, and so easy to implement that before you know it you will have your own "conveyor belt" of systems, delivering you quality, high-paying customers day in and day out.


This System Is Designed To Do The Work For You

The Rich Cleaner System is based on what I like to call "robotic marketing", systems that are automatic, predictable, proven and bankable.

The Rich Cleaner System strategies are organized into 3 Core Units or "Systems" that create simple and easy to use Direct Response Marketing Modules for you to "plug into" your carpet cleaning business and start making more money right away. Each of these Units is easily "spelled out" for you in the Rich Cleaner System.

Here are the 3 Core Units that the Rich Cleaner System is broken down into, I simply call them, "Before, During and After..."

#1: Your "Before Unit"

Your Before Unit is everything you do in your business before a sale. There are tons of strategies in the Rich Cleanser System that make up your Before Unit. But here are a few of them that are included as lead generation tools:

#2: Your "During Unit"

Your During Unit includes all the strategies you use from the time your prospect initially contacts you through the duration of the sale. You get tons of strategies for making your During Unit create "dream come true" experiences for your clients including:

#3: Your "After Unit"

Your After Unit contains the strategies that you implement after the sale has taken place. The Rich Cleaner System is packed with simple After Unit strategies for you to use to effectively "seal" your client's loyalty and turn them into a "cheerleader" for your company who uses you again and again and sends you tons of referrals.

You get all of these systems that fall under the "Before, During and After" Units and more handed to you, ready-to-go in my Rich Cleaner System so you can start transforming your business and making more money right away!

Here's just a "glimpse"of what you'll discover in the Rich Cleaner System:

No More Excuses!

This program will remedy any "excuses" about why your phone isn't ringing. It will remove the need to explain why your last ad campaign failed. And it will put an end to skirting around the issue of why your bank account is so low.

No guess work. No wondering what to do next. No slow season. No empty schedules. No more frustration. As easy as simply going through a checklist, you will transform your business and take it to heights you probably never dreamed of before.

How Can I Be So Confident?

Because my systems hand you the best, most effective, proven and easy way to automatically make a ton more money in your carpet cleaning business and I designed it to "spoon feed" you the information in easy to understand "bites" and then I serve it up with a side of motivation and direction.

While everyone else is sitting around scratchin' their heads trying to figure out how to get their phones to ring, you'll be happily building your solid, cash-rich carpet cleaning business. (The Rich Cleaner System can even make your business impenetrable to the dips and dives of the economy!)


Shortcut to success