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Joe Polish has helped over 6,300 cleaners in 16 different countries to transform their businesses and make MORE MONEY. Now He Is Ready To Reveal Absolutely FREE…

4 Easy Strategies From Joe’s Highly Successful
“Rich Cleaner System” That Can Have Your Schedule Booked SOLID Within A Week.
This Is Your Ultimate Solution To Getting More Jobs,
More Customers, And Higher Prices!

If you are ready to make a TON of money with your business OR if you simply want to continue to grow a business that has “flat lined” during recent years, then get ready for four complete, easy to follow strategies that thousands of people just like you have used to turn their businesses into easy, lucrative and fun “cash cows”! This can work for you even in a tough economy and with lots of low-priced competition, here is how…

Dear Friend,

Hi, this is Joe Polish, founder of Piranha Marketing, Inc. and creator of the powerful Rich Cleaner System. I teach entrepreneurs, business owners and professional cleaners just like you how to make a lot more money in their businesses by using Easy, Lucrative and Fun (I call them E.L.F.) Strategies.

If you keep reading you will discover easy, proven ways to TRANSFORM your business, strategies that will give you more freedom, more money, and more time with your family. When your business is thriving, dependable and profitable, you will have more money and time to do the things you love with the people you love.

Imagine being booked solid 1-2 weeks in advance ALL YEAR (not just during the “busy season). Imagine what your life could be like if you are consistently bringing in $1,000-$1,500 per day, per van. Imagine finally having the chance to work “on” your business instead of always “in”your business.

And, if you don’t want to push the wand, you don’t have to. You can finally have the profit margins you need to hire the help you want. You can have a sense of satisfaction and fulfillment as you build strong relationships with your clients based on value and service. (Never on low prices.)

Imagine the security of feeling like you have no competition, and the insurance that comes from having clients who are fiercely loyal to you. Imagine if your ability to get and keep business was so “dialed in” that even the biggest dips and dives in the economy had no effect on your pay check.

It doesn’t matter if you’re a professional carpet cleaner, a restorer, hard surface cleaner, air duct cleaner, or all of the above. This is the kind of business…the kind of life…you CAN have. Starting RIGHT NOW.

Taking just a few minutes right now and reading through this valuable FREE information is your key to:

  • Escape The Low Price Game Forever
  • Get Higher Paying Jobs
  • Get A LOT More Jobs
  • Attract Your Ideal Clients
  • Automate Your Income So It’s Consistent And Dependable All Year
  • Make More…TONS More …Money In This Business

But that might sound just “too good to be true” right at this moment.

That is because you are in a HIGHLY competitive business. “Everyone and his brother” seems to own some form of a professional cleaning business today. And low price warfare seems to be everyone’s favorite game.

When you decided to start your own business, now be honest with yourself….

  • Did you dream about the stress you would feel every time you looked at your empty schedule and your pile of bills on the desk?
  • Were you excited about the anxiety that comes with trying to make payroll and keep up with rising gas prices while your customers think nothing of canceling their cleaning jobs at the last minute?
  • Were you day dreaming about working your butt off only to find there is never enough money in your bank account every month?

The reality for most professional cleaners today is the unstable economy, high levels of competition, low price shoppers, rising cost of doing business, plus the rising cost of living, coupled with the fact that most advertising attempts are a total waste of money equal up to a reality that resembles nothing of the “dream” of owning your own business.

So how do you think that your daily struggle against a sinking economy in a highly competitive market will ever end? How do you think you can have a business that you are excited to wake up to everyday?

You want to be pulling in $1500 bucks per day, per truck, in high end residential cleaning, but you’re faced with the challenges of just getting the phone to ring.

It doesn’t take long to realize that the “dreams” of owning your own business aren’t always the “reality” of owning your own business.

But don’t give up just yet! I’m here to show you that making your dreams a reality is on the horizon for you. Just the fact that you are reading my free report proves you aren’t the type to give up on success. You know there is a “better way”.

And do you know what the most successful entrepreneurs know about success? That when you follow the proven “path and plan” of someone who has” figured it all out” and “dialed it in”, then you have a working short cut to finally realizing your entrepreneurial dreams. And that is what this free report is! The “short cut” you’ve been looking for! And that is why this will be the most important letter you ever read.

You see, I experienced all of the same “pain” as you have. When I started my carpet cleaning business back in the early 1990’s I was struggling, working way too hard for not enough money, and on the verge of giving up.

But, for the past two decades I’ve been involved in helping business owners and entrepreneurs, including over 6,300 professional carpet cleaners and restorers in 16 different countries, to increase their profits by hundreds of thousands of dollars by using my simple strategies for getting tons of highly profitable jobs…virtually overnight!

In fact with these systems, strategies, and methodologies I’ve helped myself and thousands of others to drastically transform their businesses, cash flow, and lifestyles in ways they never thought possible.

How? Because I figured out that being a mega-success in business boils down to one simple thing.


This Simple Discovery Liberated Me Tremendously…

When I share it with you, it will liberate you too.

It will give you a new-found freedom. Freedom from fear. Freedom from a lack of control. Freedom from anxiety. Freedom from competing by price. So your carpet cleaning business will provide you with a fun, flexible life and security for your family. (Even as the economy around you dips and dives.)

Before I reveal these 4 proven strategies for FREE, strategies that can have you booked solid within a week, let me tell you about this simple, liberating discovery I made by going back in time a few years…

The Year Was 1994.
“A Young, Arrogant, Pony-Tail Wearing, Schmuck Turns The Marketing World On It’s Side…”

That’s what a few people thought of me, Joe Polish, when I came onto the marketing scene in 1994. And since then, I have helped thousands of cleaners transform their lives by teaching them how to double, triple, even increase their income as much as a 1000%. I’ve been a keynote speaker at dozens of industry trade shows all over the United States and even around the world… including Australia, New Zealand and the UK.  I’ve been named CleanFax Magazine’s “Person of the Year” and have been featured in Success Magazine.

And in recent years I’ve had a chance to meet and mingle with some of the richest and most powerful people in the world, Sir Richard Branson, Bill Gates, Peter Diamandis, even Bill Clinton.

I run a high-level “Genius Network Mastermind” where membership is $25,000 per year and get to learn from the most brilliant marketers and business people in the world, people who are makings tens of millions of dollars in every line of business you can think of.

Because of my expertise and high-level connections, I now charge $25,000 per half day to consult with high level business professionals privately. (And now you get to “tap into” this wealth of my expertise today, for free.)

Over the past 17 years I’ve been paid millions of dollars for my systems and strategies by business owners from all over the world, and from all industries. And I’ve helped these business owners make millions of dollars. (For example, Bill Phillips, former owner of EAS supplements and Muscle Media Magazine, made $3,000,000.00 off of just ONE of my ideas when he hired me for a day of business consulting.)

But here is the deal…

I Wasn’t Always This Successful.
In Fact…I Started Out A Dead-Broke Carpet Cleaner
Who Stumbled Upon Mega Success!

The truth is I should be a total failure.

I was one of those guys that kinda had all the cards stacked against me from a young age. A dysfunctional childhood, major A.D.D. (Attention Deficit Disorder) and struggles with addiction; I even failed and eventually dropped out of college. (FYI I got a “C” in “Principals of Marketing” and an “F” in Owning and Operating a Small Business. Go figure.)

Most people thought I wasn’t going to amount to much. But, what most people didn’t know about me was that I was looking for a “bigger future.” (I assume you are looking for your own “bigger future” or you wouldn’t be taking the time to read this report.)

I had my fair share of “dead end jobs” and knew I didn’t want to get stuck working for someone else for the rest of my life. I liked the idea of having my own business, being able to set my own schedule, and determining my own paycheck.

In the early 1990’s, at the urging of a friend, I started a carpet cleaning business. Carpet cleaning seemed like a good fit for me. It had a fairly easy point of entry, I liked meeting face to face with people and I didn’t mind physical work. Since I already had a pick-up truck, I just got myself some equipment and got certified. I was in business and feeling pretty good about the way things were headed.

And it didn’t take long before I was stressed out, frustrated and disillusioned with having my own business!

It actually made me mad.

Here I had all the right tools and training, I did a great job cleaning carpets. I had good equipment and excellent service and high business ethics. I was even spending a small fortune every month on my advertising…

But My Business Was Failing Miserably!

I quickly learned that starting a business was the easy part. The phone was NOT ringing. And when it did, I was getting “price shoppers.” How could I compete with the “Bait and Switch” guys advertising at $4.99 per room? I have my faults, but I’ve always been ethical and would never stoop to that level.

At that point in my life I thought things couldn’t get much worse. But they did.

I went from failing miserably to going into the hole every month while failing miserably. I was struggling. I was dead broke and living on my credit cards.

Maybe you can relate to that feeling? Maybe you know what it’s like not knowing how you are going to pay your bills and you are as sick as I was of that feeling of dread. Or , maybe things haven’t gotten that bad for you yet, but you’re headed that way and know you need to make a change before it’s too late.

So there I was, going broke fast, sweatin’ in the Arizona heat, cleaning carpets. (A word of advice, if you want to go broke fast, do it laying on your couch. Do NOT do it working your butt off cleaning carpets in 100 degree weather.)

I convinced myself that whatever that “elusive ingredient” to major success was, it just wasn’t out there for me. I was spiraling downward fast.

Really, my worst fears had come true…my “bigger future” seemed further off then when I decided to start my business. At least when I was in a “dead end job” I wasn’t paying my rent with my credit card.

Then On A Clear, Hot Day in April…
Something Happened That Changed Everything.

A friend from high school invited me to go jet-skiing at the lake with him and some of his buddies. I almost didn’t go. I was so frustrated with my failing business I didn’t feel like going to the lake. What I really needed to do that day was figure out how I was going to pay my rent.

But, my buddy was one of those guys who could always talk me into things. And when he mentioned that his friend who owned the jet-ski’s was a multimillionaire real estate investor, I was intrigued. If anything, I thought it would be a good chance to “pick this guy’s brain.” So I packed up my stuff and drove myself to the lake.

A few hours later, I found myself sitting on the tail gate of the truck with “the millionaire”. It was one of those beautiful, sunny Arizona days where the sky seems bigger than usual.

I don’t know what the millionaire’s impression was of me as I sat there in my swim trunks and pony tail, but I could feel the desperation of my failing business creeping into every corner of my life. Since I was eager to change my situation …eager for my “Bigger Future”…I was always looking for answers. I was fixated on how I was going approach the subject but all I could think was, “Joe, don’t blow your chance to get this guy’s insights.” I finally got up the nerve to talk to him about my business and ask him what I had been dying to ask all along.

I told him I had a carpet cleaning company. How I ‘d been doing it for a couple of years, I told him about how I was certified, that I had gotten all the right training and had all the right equipment. I even told him I was good at what I did. And then I told him how it wasn’t a “good business” to be in. After all, I was going broke.

Then I asked him what I thought I needed to know.

“What business would you suggest I go into where I could make a lot of money and turn my situation around?”

His answer wasn’t what I expected to hear.

First of all he asked me, “Are there people in your industry making money?”

I thought for a second and replied, “Well yeah, sure there are. I even know of a few companies in Phoenix making over a million bucks a year, but they have been around for years. They have lots of employees. Those companies are well established in the market. Those guys have name recognition. But, I’m much newer and it’s harder for me.”

His reply was simply, “If there are people in your industry making money and you’re not then…”

“There Is Nothing Wrong With Your Business.

There Is Something Wrong With You.”

Now granted, that might have been a blow to some people’s ego. (And I admit it stung for a minute.) “You don’t understand…” I said as I tried to come up with a few more excuses to explain my failing business.

But he continued…

“If there are people making money in your industry and you’re not, then there is nothing wrong with the ‘business’ there’s something wrong with you. You are like most people I meet who think ‘the grass is always greener on the other side’. And if you decide to go into another business, what’s going to happen is, you are going to spend the next 6 months, 1 year, 2 years, learning the technical skills of another business, just so you can go out and repeat the same mistakes and bad business habits that caused you to fail in this business. So what you need to do, young man, is you need to FIRST learn fundamental business principals and learn how to make THIS business work. Because once you do that, you can go into any business or industry and be successful in it.”

And with those words he unknowingly became my “accidental mentor.”

I drove home that day sun burned and crispy but I heard exactly what I needed to hear. As the sun set over the lake I could breathe easier for the first time in a long time.

The drive home that night gave me a few hours to think about our conversation and I had an epiphany, “I live in America where a lot of people are making a lot of money. I have the use of my limbs, my health, and my brain. In fact, I know I’m a heck of a lot smarter than other people who are making more money than me. What the hell are they doing that I’m not? What are these successful business people doing that I’m not? I’m going to learn through the experiences and expertise of these successful people. No more ‘school of hard knocks’ for me. I refuse to go into another business until I’ve figured out how to make THIS business work.”

I Decided At That Moment That I Would Figure Out How To Make A Success Of My Carpet Cleaning Business…Or Die Trying

You know, looking back on that day, I’ve lost touch with my friend who drug me out to the lake that day. And I don’t even remember the name of the straight talking millionaire. In fact, as I’ve told this story more times than I can count, I’ve simply dubbed him “the jet ski millionaire.” I wish I knew his name, because if I did I would look him up and thank him. The conversation that we had that day was the catalyst that changed my path from one of desperation to one of discovery.

After all, there was nothing wrong with my business. Just like there is nothing wrong with your business. People can and do make a lot of money cleaning carpets. I knew after that conversation that I needed to change.

The result of this new found path? In my search to change the “bad business habits” that had gotten me where I was and in my quest to discover the “fundamental business principals” that would lead me to succeed in not only my carpet cleaning business, but any business I went into, I stumbled upon little known secrets that became the key to my mega success. I didn’t realize it at the time, but as I dug up these secrets I was discovering and creating systems and strategies that would eventually affect the lives of thousands of entrepreneurs.

And by using these simple systems and strategies my struggling carpet cleaning business went from grossing a measly $2,100 per month to…

$12,300 Per Month With One Truck In Just 6 Months!

Can you imagine how exciting that 6 months was for me?

Here I was just a struggling, dead-broke carpet cleaner and suddenly I had more clients and work than I could handle.

In fact, my success was so fast, that when other carpet cleaners saw my results they asked me to teach them my “strategies” for getting customers.

The first guy I showed my system to lived in Colorado. I showed him just 1 of my strategies and he immediately increased his business by $62,000.00 over the next 12 months.

That’s When I Knew I Was On To Something Special.

Have you ever heard this expression?

“Necessity is the mother of invention.”

That saying took on a whole deeper level of meaning to me. It was because of my desperation to succeed, or rather my desperation to not fail, that I found myself not only a super successful carpet cleaner, but an “accidental guru” teaching carpet cleaners how to use my systems.

Now I admit, I didn’t invent the principles behind these systems. No the principles behind my strategies have been around for a long, long time and they are timeless. But I did invent ways to make my strategies work quickly and easily for the professional cleaning industry.

And when I realized how much I enjoyed sharing these little known secrets I had discovered with other carpet cleaners, I quickly sold my then successful carpet cleaning business and got into teaching carpet cleaners my systems full-time.

I had no idea back in the early 90’s the impact these systems would have on our industry, but since 1994 I’ve helped over…

6,300 carpet cleaners in 16 different countries to generate who knows how many millions of dollars using these same strategies.

And I have hundreds of letters and emails on file* from people just like you who have used my strategies for almost 17 years. Here is what a few of them have to say…

Now, just picture this…your phone is consistently ringing day after day with cheerful customers. And guess what? The first words out of their mouth are NOT “how much do you charge?” Instead, they eagerly book an appointment with you without ever even asking you about price.

Picture yourself booking tons of high dollar jobs in the nicest homes in your area, you know the kind of homes where the carpets already look clean.

Imagine having customers who really appreciate you and continually tell their friends, family and neighbors to use you. They even gladly get on Yelp, Facebook, and Twitter to spread the word about your fantastic company.

Do you know what your “bigger future” is? Well in this “bigger future” you don’t look at holes in your schedule and get a pit in your stomach because you don’t know how you’re gonna make enough cash flow to pay your bills. No, every day like clockwork the jobs come in and fill up your days. You don’t worry or stress out anymore. And when you do need to boost the work or fill up some gaps in your schedule, you know exactly what to do.

Can you just see yourself with plenty of money in the bank? Imagine total control over your schedule and total control over growing your business. And you know what the best part is? When stress, anxiety and fear are removed from your business, you will enjoy it again and be excited about waking up and getting to work in the morning.

What I just described is an “E.L.F.” business…that stand’s for Easy, Lucrative and Fun. I promise that if you just put into practice a fraction of what I am about to reveal to you you will be well on your way to an E.L.F. business. (Like These Guys*…).

Now get ready, you are about to access my 4 Easy Strategies from my “Rich Cleaner System” that will have you filling up your schedule within days. But, before I give you these little-known secrets that will have you on your way to having an E.L.F. business let me just say…

Carpet Cleaning Isn’t Sexy.

Not such a big news flash is it?

That’s what makes your job even harder. Carpet cleaning, any kind of cleaning, is one of those necessary things in life that has to get done. But who wants to drop a couple hundred bucks cleaning their carpets when they could be spending that money on new clothes, shoes, the latest tech “gadget” or a weekend getaway?

To make the selling of your services even harder is the fact that there are a lot of “fly by night” companies out there who do a really lame job at cleaning, even turning carpets into “dirt magnets”. Then you are left with the job of trying to overcome a skeptical market.

Not easy.

But That Is The Beauty Of My Strategies.

When you use my proven strategies and techniques you can easily overcome the fears, apprehensions and negativity people have towards having a stranger come into their home, handle their furnishings and clean their carpets.

Plus, my strategies allow you to appeal to the wants and desires in your target market that suddenly transform “unsexy” carpet cleaning into something that is really desirable to your clients. (Okay, carpet cleaning will never be a pair of stilettos, or a shiny new piece of tech, but I will show you how to make your prospects want to clean their carpets and clean them often.)

This is because my systems are designed to ignite an interest and desire in people so they are eager to get their carpets cleaned. Then your customers are actually thrilled when you come into their home and deliver your fantastic service!

And that’s what makes them so special. And why I’ve gottetn so many letters like these over the years:

“Thanks to the killer marketing strategies that I learned, I now earn $174,000.00 more per year while working less than I did before. This year my company will gross over $300,000.00 – after averaging only $120K per year for 22 years. I have almost tripled my yearly average. Life is good!”
– Steve Cameron, Stone Mountain, GA*


“We used just one letter to increase sales $5,000.00 in two months and the calls are still pouring in!...I used one strategy and it cost me $160, but I made $2,836.70. If we can get these kinds of results in the month of January, our slowest month of the year, I can’t wait until summer!”
-Chris Hopkins, Mighty One Carpet Cleaning, Canada*



“Joe, I would like to thank you for the tremendous help that your marketing material has been for my business. So far I have been able to use just a few of your techniques; but my clientele has grown significantly since I started applying your ideas. One item alone has increased my revenue by $11,000 in just 6 months of distributing it. I may add that the total expense associated with this marketing tool was under $600! That’s over an 18 to one return on my dollar!!! What other investment offers that kind of return? None!!! Now I have just one request for you: Please close the membership to Piranha Marketing right now! This stuff is too hot for my competition to get their hands on!!!”

– Alex & Carol Tello, American Heritage Co.*

Now I can’t promise you’re going to have these same results, after all, for all I know you’ll read through this free report and do nothing with your new found knowledge. But, because of my easy, effective strategies so many carpet cleaners just like you have gotten rich.

And what’s more, my Rich Cleaner Systems work for carpet cleaners at all different stages and levels of business.

I’ve got clients who are new to the business and have zero customers, and some who are 30-year veterans running several trucks.

I have worked with owner-operators, and guys that haven’t stepped foot on the truck in years.

I’ve helped husband and wife teams, and single men and women.

I’ve had clients already making over $1 million per year with their businesses when they get my strategies, and some who were flat broke and in debt when they first contacted me.

…And everything in between.

But they all had one thing in common.

They Were Looking For A “Bigger Future”

Just like I was. Just like you are.

Now do you think these people immediately had to implement all the steps from my system perfectly to get results?

No way.

In fact, you can ask any of them. Most found success implementing 2-3 easy strategies that transformed their business.

I’ve had people build entire successful carpet cleaning businesses from scratch using just ONE of my strategies.

So if you truly want to be successful in your carpet cleaning business…You just need to have that DESIRE for your own “bigger future”…and you need to DO something about it.

And I want to acknowledge and congratulate you for already doing something just by taking a few minutes to read this report.

Just as I promised I am going to give you 4 Strategies from my extremely successful Rich Cleaner System right here and now, absolutely free for the taking. And let me assure you, 4 strategies are more than enough for you to turn your business around!

So take a minute and ask yourself:

  • What If You Could Be Booked Solid In Within One Week?
  • What If You Were So Busy You Were Turning Away Business?
  • What If You NEVER Had To Compete By Low Price Again?
  • What If Your Business Continued To Flourish And Grow No Matter What the Economy Around You Is Doing?

Well you can do this. I did it. And thousands of cleaners just like you have done it.

Now here are four of my proven strategies (for free) that you can use to do make your dreams come true!

FREE Strategy #1: The Secret To Advertising Profits.

How To Create “Bankable Results” Through
Education Based Marketing.

This strategy starts with a “key” discovery I made when I was digging up and creating my Rich Cleaner Systems. This will “lay the foundation” for everything I’m about to reveal to you.

Now I remember, not too long after my encounter with the “jet ski millionaire”, I was still struggling to pay my bills but I had a new perspective, and a new direction for my business. After my little chat at the lake I realized that I needed to face some cold, hard facts.

First Of All …I Had To Face The Fact That If My Phone Wasn’t Ringing
I Wasn’t Going To Stay In Business…
No Matter How Good I Was At Cleaning Carpets!

The bottom line is: if you’re gonna be in business, you need customers. Lots of them. Doesn’t matter how great you are at what you do, if no one is calling you…you aren’t going to stay in business. End of story.

And then I had to come to terms with another reality.

The Traditional “Image Based” Advertising I Was Doing
Simply Did NOT Work!

You are obviously reading this letter because you want to improve your life, your business and yourself. You’ve taken a few minutes out of your day to check out what I have to say because deep down you already realized those two facts.

They seem like really simple concepts but you’d be surprised how many people DON’T “get it.”

And back in the early 90’s there was no “Joe Polish” to turn to for quick answers. So I had to find the answers for myself.

I started by scrapping all the conventional “image advertising” I had been using. And I started investing my time and efforts into finding the best advertising on the planet for small businesses.

And it was that digging …learning …searching that led me to the simple discovery that quickly turned my business into a success and liberated me from the constraints of a failing business.

But, you might be wondering what I mean by “image advertising”. So let’s take a step back for a minute and look at…

What 99.9% Of Small Business Owners Have Been Doing
That Does NOT Work.

Really, when you look at advertising of small businesses, including most of the other carpet cleaners, restorers, air duct cleaners, etc. in your area, you’ll find most people are all doing the same thing. It was what I had been doing, and I’ll bet it’s what you’ve been doing to advertise your business.

Most people put out “professional looking” advertisements, mailer coupons, flyers, websites, business cards, postcards, and yellow page ads that all follow a similar formula. This “formula” is generally what I call “name, rank and serial number” advertising, or “image advertising.”

“Image based” ads generally have a nice picture or two. These ads showcase your company name and logo and usually give some bullet points, or features, about your company. These “features” include a list of services offered and statements like “Satisfaction Guaranteed” or “We’ve Been In Business For 15 Years”. Next, image ads usually have your phone number in big bold print. Maybe there is a coupon on there for a discount or a blurb advertising a low-price offer. “Image based” ads are usually have plenty of “white space” in the ad. Sound familiar?

Check out this ad, it’s typical “image advertising”, the kind of advertising 99.9% of businesses do that DOES NOT get good results:

Now you can see what I mean when I say “name, rank, and serial number” image-based advertising. That’s how I advertised my business, when I was going broke. You see, I was simply following the same “formula” all the other small businesses in my area followed. The “formula” of image advertising, and my ads did squat to make me any real money.

In fact, I remember dropping around $700 on a coupon-type mailer and getting 3 phone calls and 1 job for about $80.00. And you know what the so-called “ad experts” at the coupon company told me? “Oh, you need to ‘get your name out there.’ It takes about five to six times before people start recognizing your ad. You just need to build name-recognition.”

Okay, so the ad people wanted me to invest $3,500 of my advertising dollars, on the theory that “Mrs. Jones” would see my ad for the 5th time and suddenly say “Oh I should call him now I’ve seen this ad 5 times.”

It simply doesn’t work like that in the real world. It works out nicely for the people selling those ads, but not so good for you and I. That is way too much money to invest on the chance you’ll get a measly job or two.

And I didn’t have deep enough pockets to “get my name out there.” Do you?

“Image based” advertising, branding and building “name recognition” is for giant companies with huge advertising budgets like McDonalds, Coke and Chevy. Those companies have spent BILLIONS on ad campaigns to make themselves household names. But what about us “little guys”?

You and I both know from experience that this type of “image based” selling of our carpet cleaning services simply does NOT work.

Do You Know What The Definition Of Insanity Is?

It’s doing the same thing over and over and expecting different results.

And when it came to advertising my carpet cleaning business, it was when I stopped doing what everyone else was doing that I finally made money. Lots of money.

So, the first step toward success is to stop wasting money on advertising that clearly does not work. Instead, funnel your efforts into the real secret behind making a lot of money in the carpet cleaning business.

Get ready. Here is the next little gem you need to grasp on your way to uber success…

The Difference Between Marketing & Selling.

Now, back when I was failing miserably, I might not have known much about making money in carpet cleaning but I did know this. I knew when I was face to face with a good prospect I could sell. I had no problem “selling” jobs once I was with an interested prospect. I could even do ethical “up-selling” on things such as carpet protection and upholstery.

But it was getting myself in front of those good, qualified prospects that was the trick.

And that is because “selling” is what you do once you are face to face or on the phone with people.

“Marketing” is what you do to get yourself face to face or on the phone with people. People who are primed and ready to buy from you.

And what happens when you “marry” effective marketing and selling?

“Direct Response Marketing” is born.

And that my friend is the real SECRET to success in your carpet cleaning business. It turned out to be that missing ingredient to succeeding in the carpet cleaning business that had been elusive to me for so long. And it’s been the key to unlocking mega success for over 6,300 other carpet cleaners just like you.

So what exactly is “Direct Response Marketing”?

Simply put, Direct Response Marketing is “Selling In Advance.”

Wait a second ….Before I go one step further…Are you going to tell me…

You Don’t Like Selling?
Now before you roll your eyes and tell me
“Whoa, whoa, wait a minute, I’m not a salesperson.”

…”I hate selling.”

…”Selling is for chumps.”

…”Selling is evil.”

I’ve got news for you.

We are all salespeople. I know selling gets a bad rap. And sleazy “stereotypical salespeople” have contributed to this negative view of “selling” . But really what is selling?

My friend, and one of the top business coaches in the world, Dan Sullivan, gives one of my favorite definitions of selling.

He puts it this way, “Selling is getting someone intellectually engaged in a future result, that is good for them, and getting them to emotionally commit to take action to achieve that result.”

Notice the key words here, “…that is good for them.”

Because Effective Selling Is Simply Value Creation & Helping People

The truth is, we all sell everyday in one form or the other.

For example…

Have you ever suggested someone eat at your favorite restaurant?

Then you are a salesperson.

Have you ever gotten a girl/guy to go out on a date with you?

Then you are a salesperson.

And as long as you are doing things that are moral, legal, and ethical why not “sell” and…

Offer Something That Adds Value To Someone’s Life!

And, doesn’t offering your carpet cleaning services to people add value to their life?

Let’s see, you are offering people healthier indoor air, extending the life of their carpets and making people’s homes look and smell better. Now that is what I call putting value out into the world! (And if you can NOT honestly answer that you are “providing value” then, maybe you need to re-think what you are providing.)

Why would you hesitate to “sell” real value to people?

After all, selling is helping. Selling is sharing your gifts with the world. If people don’t know what you can do, then you can’t help them!

Sometimes this simple “paradigm shift” in the way you view the “selling” of your services is the formula that makes the difference between a failing business and a successful business.

And come on now, when I talk about “selling” I am NOT talking about knocking on doors with a silly grin on your face handing out your business card. And I’m definitely NOT talking about dropping hundreds of dollars on ineffective ads to make a sale.

So that brings us back to the questions…

“How Do I Make My Ads Work?
What Exactly Is ‘Direct Response Marketing’?”

Direct Response Marketing is a style of advertising that is designed to get an immediate response from your market. “Immediate” means you send out your ad and your phone starts ringing the day your clients get it.

Direct Response marketing works because it educates, motivates, and calls your consumers to take action.

Now if your pockets are deep like Apple’s or Coca Cola, then by all means continue to put out pretty, expensive, “feel good” image ads into the universe.

But if you’re on a shoe-string advertising budget, then make sure you are tracking the RESULTS of every ad you invest money in. And that for every dollar you spend you are making back multiple returns!

Every day carpet cleaners who are using my Direct Response Marketing strategies are getting HUGE returns on their investment in their ads.

Recently, I got an email from Dave Nichols a carpet cleaner in California, who said he sent out 900 of my direct response style postcards at .42 each, that’s around $378 in postage and so far in the first week he’d gotten 45 calls and booked $9,145.00 in work* and that is in the middle of a double dip recession!

Now pay attention. You’re about to discover the…

Best Robotic Marketing Techniques On The Planet.

I’m going to give you the “secret sauce” for creating your own Direct Marketing ads and campaigns.

You see, if you want to “sell in advance” using what I call “robotic” or AUTOMATIC marketing methods, then you need the recipes for creating Direct Response Ads that actually work.

Remember, the reason Direct Response Marketing is so effective is it educates, motivates and calls to action. Here is a simple, proven formula for turning your ads into successful Direct Response Marketing:

#1: Start with a bold, compelling headline.

The headline of an ad, is like an “ad for your ad”. Your headline’s job is to catch the attention of your audience and get them to read the first sentence of your ad. That means the headline needs to speak directly to the wants and needs of your target client.

Here is an example of a weak headline: “How Would You Like Clean Carpet?” That headline is wimpy and easy to say “No thanks” to. Here is another doozy “YOUR NAME Carpet Cleaning – I Clean Carpets!” That is not a headline that’s just an ego boost, everyone loves to see their name in print. But, those are not headlines that will get you any response or make you any money.

But, a powerful headline like, “Discover How Your Carpet Directly Affects Your Health!” OR “Would Your Health Be Improved If You Clean Your Carpets Today?” OR “Have You Looked Down Lately? There Is Something Lurking In Your Carpet You Can’t See, Touch Or Feel…But It Affects You Every Day!”

Those are interesting and compelling.

Here are a few more to test drive: “Millions of Dust Mites Gone With A Swipe Of A Wand! Discover How Right Here…” OR “10X Cleaner Carpet With No Dirt Attracting Residue…How Would That Look In Your Home?”

Do you get the idea? Feel free to use any of those headlines in your next ad.

Now you take a turn and create some headlines that grab your reader’s attention. And if you do your job of crafting a headline correctly, if your reader has carpet, they are going to be interested in what you have to say.

#2: Interesting, education based, benefit rich, body of the ad.

Now, I told you what your headline’s job is…to get your reader to read the first sentence of your ad. So that means, the first sentence of your ad has the job of getting the prospect to read the next sentence, and the second sentence has the job of getting the third sentence read and so on.

This is your “message”. Let’s get some creative juices flowing.

What can you tell your prospect that will educate them about cleaning their carpets and why they need to call you? That is what needs to be in the body of your ad.

Are there misconceptions about carpet cleaning that you can address, myths you can debunk?

Of course there is! And they need to be in the body of your ad.

Keep this in mind: The general population knows as much about carpet cleaning as you know about brain surgery. How would you choose the best brain surgeon? It would sure be nice if all the brain surgeons out there educated you on how to choose a brain surgeon and even told you the right questions you should ask you when choosing a brain surgeon and what to look for in a brain surgeon.

Get it?

That’s what you need to do for your prospects about carpet cleaning. (Or restoration work, or whatever is appropriate.)

Most people don’t even know what to ask or where to begin or how to choose a good carpet cleaner.

Why do you think so many people call up and say “How much do you charge?” That is the only benchmark they have ever been given on how to choose a cleaner …until now.

So you educate people.

Teach them. Answer the universal question in their mind, “What’s in it for me?”

Take a few minutes and ask a few of your friends about what “big questions” they would have when they’d need to hire a professional cleaner.

Or, think about when you go to hire a professional to come to your home, whether it’s a plumber, appliance repairman or contractor, what do you want to know about a company/person before you invite them into your home?

Or pretend you are face-to-face with a prospective client and you have to convince them why they need your service, how you will help them, and why they need to choose you over all the other cleaners in town. Then record yourself talking and transcribe it into an ad or sales letter.

Make sure you answer all the burning questions, educate, and motivate your audience.

Here are a few more things I want you to remember when you write your ads.

“You are not your own client.” Just because you don’t want to read that ad doesn’t mean they don’t.

“The more you tell the more you sell.” What if you were sent into a room to “sell” your carpet cleaning services to a group of interested people but you could only do it in 10 words or less? You wouldn’t close many sales would you? To create an effective sales process and close your sales you need to be able to talk. So “talk” to people through your sales letters, postcards, ads, website, etc.

So that leads me to the the third and most important thing.

“Boring doesn’t sell.” Always remember, “you cannot bore people into buying”. Your ads must be interesting, unique, educational, eye catching and fun. Every word you write must captivate and hold your prospect’s attention. And every word must answer this question that is going through your prospects mind, “What’s in it for me?” That means nix all the “I’s” in your ad and replace them with “you’s”.

“Speak to ONE person.” Always address your audience as “you” not “you guys” or “all of you”. You want the reader to feel like they are the only person you are talking to, like you are having a one-on-one conversation with them

#3: Give your clients tons of benefits.

Most people confuse benefits and features. Remember a feature is something like, “We’ve been in business for 15 years.” That’s not a benefit. Your prospect is thinking “What’s in it for me?”

So revisit your features and say …”Which means…”

Now you can turn that feature into a benefit. For example, “We’ve been in business for 15 years”…apply “Which means…”

And that feature then turns into, “…You can trust your home will be well taken care of because we’ve been taking care of your neighbors for 15 years!”

See the difference?

Let’s try another one. I see “Satisfaction Guaranteed” all over the place. Not only is that the lamest guarantee ever but it’s not a benefit. (Who wants to just be “satisfied”?) Ask yourself…”Which means…”

..Which leads to a headline like: “You will be thrilled with your service and have peace of mind because you get my iron clad money back guarantee.” Suddenly you have a benefit.

What about this one? “We clean carpets.” Feature!

“Your carpets will shine and sparkle with our amazing 9 step cleaning process!” Benefit!

Are you starting to see the how this works?

When you stop simply listing features and layer on the benefits you trigger response mechanisms in your prospect that actually gets them motivated to contact you.

On a final note on the subject of benefits, build your creditability through the use of client testimonials and remove all risk with a bold, money-back guarantee!

I’m not going to go too much into detail on the use of testimonials and guarantees, but especially in this day and age, where anyone can take to the internet and talk about your company, you should be willing to “put your money where your mouth is” and have a bold, money-back guarantee.

Keep in mind, if you are running an ethical business that does great work you will hardly ever have to give people their money back. And a bold guarantee will get you way more jobs, by removing all the risk of doing business with you, than you will ever have to pay out in the occasional refund.

#4: Make an irresistible offer.

I always say the worst offer you can make is no offer at all. The second worst offer you can make is a price based offer.

So what is an “irresistible offer”? It’s an offer that your prospect finds too good to refuse.

I created the best version of an “irresistible offer” for my Rich Cleaners, it’s a Free Room Of Carpet Cleaning and a Carpet Audit. This is an offer that has “no barriers”.

But you have to present this offer correctly and to your target market, or you could lose your shirt. (I’ll discuss this further in Strategy #4)

But when you have the right market and you frame it with the right message, this offer works like gang busters! Six figure businesses have been built very quickly using this one strategy!

When you craft an “irresistible offer” be sure to make it simple, clear, relatable and not price based. “$XX for a whole house” is price based and it’s going to attract a bunch of price shoppers. “XX% Off” is too ambiguous to relate to. And, listing your per square foot or per room price is just setting you up to attract low price shoppers.

But, the Free Room Offer and even “Buy 2 Rooms Get 1 Free” or “You Get Every Third Room Free” are all examples of great offers. They are simple, relatable and irresistible.

Also, you can use bonuses like, “Get a Chair and Ottoman Cleaned Free When you clean 2 or more Rooms.”

Whatever your offer is just make it irresistible.

#5: Close the ad with a decisive call to action and create a sense of urgency.

Now your reader arrives to the end of your ad and it’s your job to make sure they take action and call you. Leaving off the call to action would be like sending out your best sales force and then having them leave before they could “close the deal”.

Be simple and direct in your call to action. You’ve just presented your best offer so now tell the prospect what to do.

You can say something like, “Now Just Pick Up Your Phone Right Now And Call Me at XXX-XXX-XXXX!”

And, you need to create some urgency so they don’t just set the ad aside to get to “later”. This is easily accomplished though an expiration date. “Call today because I can only offer you this awesome deal until XXXXX” (Fill in the date approximately 4-6 weeks from the times they receive the ad.)

Or the urgency can come from a bonus offer, “The First 8 People Who Call Get A Free Bottle Of The Best Carpet Spotter Available – With a Lifetime Of Free Refills!”

Always include your phone number and you can include your web address here too. But don’t go crazy listing every Facebook, Twitter and Google+ icon here because you don’t want to confuse your prospect. Keep their choices simple and clear.

From now on, think of every ad you create as if it’s your own paid little “sales force” going out into your area selling your service for you.

Every time you create an ad approach it with the thought process of, “What would you have your own personal salesperson say to your customers to get them to call you over the other 100+, price competitive carpet cleaners in your area?”

Would you have your sales force, now known as your ads, educate people on the value you can bring them?

Successfully doing this, is the reason carpet cleaners who are using my Rich Cleaner Strategies do NOT compete by price in their markets. (More about that in Strategy #2) Most cleaners who use my strategies don’t even care what their competition is charging. And this type of direct response marketing is the reason why.

So apply these techniques to your advertising and you will transform any ad into a money-maker.

Before I go any further, let me acknowledge, this may be a whole new concept for you and you may be full of doubts, skepticism and questions at this point.

That’s okay.

Everybody has to “try on” a new idea at first. But the good thing is, the techniques I’m teaching you right now are proven and have worked for over a hundred years. I didn’t invent the principles these strategies are rooted in, I simply invented ways for professional cleaners like you to easily adapt them and make money with them.

After all, this kind of marketing is psychology based…not technology based. So these principles are timeless and enduring. Direct Response Marketing evolves with our ever changing technologies and works as good today as it did 150+ years ago.

So are you ready to give this “new” old idea a test drive?

Are you ready for another huge hint for a successful ad?

Here it is: your logo and company “brand” are not as important as you thought. In fact, don’t place them anywhere near the top of your ad. Don’t place them near your headline or anywhere in the body copy of the ad. They belong near the bottom of your ad, keep them small and place them some where near your signature or contact information.

The Sirens Just Went Off In Your Brain With That One,
Didn’t They?

Of course they did. I’m telling you stuff that probably goes exactly opposite of what you’ve been led to believe about marketing and advertising your business up to this point. Exactly the opposite of what EVERYONE is doing to advertise their business.

But can I please remind you …I’m tell you exactly the opposite of what DOESN’T work.

You see the name of your company, your logo, even your name aren’t that important at the beginning of your “relationship” with a new prospect. Because at this stage in the game, your logo is the last thing on your client’s mind. People don’t know/care who you are yet.

What people DO care about is, “What’s in it for me?” “How do I choose a cleaner?” “How do I know they are going to do a good job?” “How do I know I’m not going to get ripped off?” “How do I know they aren’t going to ruin my carpet or furniture?” “How can I trust my carpet is going to stay clean and spots won’t reappear in a week?”

Now of course, you want to include your name, company name and phone number, website etc, in all your ads. Your contact information needs to be easily found and readable. But your logo and company name just don’t need to be FRONT and CENTER like you’ve been led to believe.

So, do you want to continue to use “ego based” ads that don’t work? Or do you want to try the proven money-making formula for professional cleaners like you?

Trust me on this one. If you can swallow your pride and follow my advice it will make you tons of money. (Just like it has for the over 6,300 carpet cleaners who have listened to me.)

Are you ready to become successful at making a lot of money in your business? Are you ready to try the proven Direct Response Marketing Strategies you just learned?

I Have To Warn You…

When you make this shift to Direct Response Marketing just be prepared to catch some heat. All the “ad reps” from yellow pages, web designers, “val pak-type” companies, and even “professional ad agencies” will probably pop a vein when they see your Direct Response Style ads. Even well meaning friends and family might scoff at your “new” way of advertising.

After all, “ad people” are trained to tell you (and everyone else) things like “leave plenty of white space”. The advertising world has built their empire on the fact that they can sell most business people expensive, untrackable advertising. And they will try to have you follow the same ad style they have every other business locked into.

And, your well intentioned friends and family might even tell you, “You’re nuts. No one is gonna read those ads.”

Just forget about all those people. Just smile, nod your head and TOTALLY IGNORE what they have to say. They are commission based salespeople. Or maybe they are your friends who are probably just as clueless about marketing and making money as MOST small business owners are today.

Why else do we have statistics like “50% of small businesses fail within the first five years and 80% fail within 10 years.”?

Besides NONE of them have helped thousands of carpet cleaners generate millions of dollars. But I have.*

And I’m telling you “white space doesn’t sell anything.”

You have to forget about all that “image advertising” you’ve been taught. Start educating your clients and potential clients.

And don’t even think about telling me “people are too busy these days, they don’t read/listen to long or ‘wordy’ ads anymore.”

Because I’ve got 6,300 very successful carpet cleaners that will tell you, “Um, yes. Yes they do.”

You see, when someone is interested in something and how it will benefit them, they will read about it all day long. Think about when you are getting ready to invest in a new piece of equipment, you do your research and appreciate informative, interesting, educational content on the product, don’t you? And, you are usually “sold” by the knowledge you collect.

You can have confidence in Direct Response Marketing because countless millions and millions of dollars are being generated all over the world using these techniques in all sorts of industries, including yours, every day.

Remember the reason Direct Response Marketing works so well is that it…

Takes YOU Out Of The Equation And Does All Your “Selling” For You!

Because the techniques are based on these simple timeless principals…

Educate Your Prospects. Remove Yourself From The Equation.
Duplicate Your Results.

Think about this, even if you are the greatest salesperson on the planet your time is limited. You only have so much time in the day to sit face to face or on the phone with someone to make a sale. And if you are running your own carpet cleaning business then your time is really limited.

So this strategy turns your advertising into effective sales and marketing tools because they allow you to “can and clone” yourself. And my strategies give you the ability to capture yourself performing the art of ethical persuasion and value creation (i.e. selling) at your very best.

Like I said I few minutes ago, you’re selling something that isn’t “sexy”, people really don’t like to buy carpet cleaning.

Is this a new thought for you? Who likes to drop hundreds of dollars on something so boring as cleaning their carpets? Wouldn’t you rather get some new “toy” or do something fun than drop that kind of cash on carpet cleaning? Most people would! Plus, a lot of people from their personal experience or from the experience of a friend, think cleaning their carpets just makes them dirtier.

So your advertising really has a tough job, doesn’t it?

And one of the most important “jobs” for your ads is to…

Build Trust & Rapport…

…with people before you even have your first conversation with them.

The fact is, people hate to be pressured, but they love to be sold.

And people love to buy from people they trust and like. They want to be intellectually engaged and emotionally committed to you and that is when they really enjoy the experience of being “sold” on your service.

But getting people to trust you, getting people to like you, and getting people intellectually engaged and emotionally committed to you, depends on one thing.

It all depends on “positioning.”

Your positioning will determine your ability to close sales, get the phone ringing AND charge higher prices.

How do you successfully position your company to your prospects and target customers?

Use Direct Response Ads To Position Yourself.

Marketing is a “positioning game”?

Do you want your position to always be an annoying pest to your prospects? Or do you want your position to be a “welcome guest”?

Do you want eager-to-buy customers calling you already “sifted, sorted and screened” so they are your best prospects? Or do you want to continue to get phone calls from “price shoppers” and “tire kickers”?

Then you need to use Direct Response Marketing. When you sell through education based advertising you automatically position yourself as an expert…that helps people. Your position in the market shifts and your prospects no longer compare you to the other zillion cleaners in your area as, “apples to apples”, no it’s “apples and oranges” because YOU have positioned yourself like that.

Here is an idea for a Direct Response ad that does a fantastic job at positioning you in your market.

Offer people a “Free Consumer Awareness Guide” about carpet cleaning. Carpet Cleaners who are offering my Consumer Awareness Guide to their prospects use postcards, print ads, flyers, social media sites, their own websites, to promote the Free Guide and it generates tons of ready-to-buy prospects.

But offering a Consumer Guide to your prospects does something else really important for you, it positions you as THE expert in your area. From there you offer a Free Room Of Cleaning and A Carpet Audit and you’ve got a “Robotic” marketing system in place.

So if you want steady stream of people to call you everyday, pre-sorted, pre-sifted, pre-disposed and pre-motivated to do business with you. Then don’t wait one more day to use the proven, money making, time-tested Direct Response Marketing Strategy to transform all your ads into money-makers!

“Using just one of your direct response strategies you gave me, I spent $180 on a campaign that grossed $2,200 in bookings and instantly filled my empty schedule. This was in the middle of a snowy February during the biggest recession we’ve had in decades.” – Joel Cohen, Eco Carpet Cleaning, Oregon*

“The first time I sent out your ‘pink flyer’ I spent $1,250.00 dollars getting it printed and delivered but my ROI (return on investment) was $7,683.00...I’ll take that ROI anyday…I’ll pull the handle on that ‘slot machine’ any day!” – John Spears of Signature Carpet Cleaning, Utah*

Before I reveal any more of my powerful money-making strategies, I want to talk to you about some common myths I’ve run into during my experience of working with small business owners over the past 17 years. I’ve narrowed it down to the five most common “myths” people have about Direct Response Marketing and the strategies I teach. Let’s start with this one…

“Joe, how do I know your strategies will work for me?”

I heard this back when I first started teaching marketing in the 90’s and I hear it today. “I don’t think this will work in my area.” “My town is different.” “People don’t respond to that stuff where I live.”

Let’s just call this…

Myth #1: “This stuff won’t work in my town.”

Let me reassure you, I’ve busted this myth again and again, in fact it’s been proven wrong over 6,300 times by professional cleaners just like you.

These strategies worked for me when I was a dead-broke carpet cleaner, and they work today for cleaners all over the world. My systems have been proven to work for thousands of carpet cleaning companies in every walk of life, and situation you can think of, for almost 2 decades. In fact, they work in 50+ other industries as well.

I’ve got people using my strategies in every sized town, economy, and area you can think of. I’ve got people in 16 different countries using my strategies successfully. And do you know why my stuff works in any town, economy and country? Because Direct Response Marketing is rooted in principles that are timeless. My strategies are based on human nature, and psychology. Direct Response marketing is based on the never changing principles that your prospects want to have this question answered, “What’s in if for me?” And when you can answer that question effectively, you are golden.

My strategies are universal. They are tested. Like I said, they are even being used with great SUCCESS in 16 different countries besides the US, like the UK, Ireland, Canada, Australia, South Africa, Tasmania, Russia, Jamaica, the West Indies, Spain, Singapore, New Zealand, Scotland, Germany and China.

Saying “this won’t work in my area” is simply a self limiting belief. And self limiting beliefs will keep you from your “bigger future.”

Myth #2: “Advertising costs too much money.”

My initial answer to this myth is always,”Not if you’re doing it right.” I have people that pay me $25,000 for a half day of consulting. But I call it “selling money at a discount.” Do you know why? Because if you are using my strategies, you can MAKE money every time you advertise. And if you are making money, advertising costs you nothing.

So let me ask you, if you bought a house for $120,000 and later sold it for $200,000 did that cost you anything? No it was an investment that paid you dividends. That is what your advertising can be. If done right, it is not a cost, it is an investment. Once you get the hang of how to advertise the correct way, it can pay you returns on your investment that would make Wall Street Green with envy.

Myth #3: “I don’t have the time to spend on doing this stuff.

This one actually makes me feel really bad for the people who say it. What exactly are you too busy doing? Too busy scraping by? Too busy cleaning carpets and pushing papers?

What kind of future do you have if you don’t buy out a little time to work on your business? I talk to guys all the time who are in their 60’s still pushing a wand, and they are hurting now. But now they want to take time to work on their business because they are eager to get off the truck.

Do you want to wake up one day a year from now…two years from now….ten years from now, and realize that by NOT doing anything you’re NOT going anywhere?

If you don’t carve out a little time today, the time won’t be there tomorrow. It’s like just your health, if you don’t spend that little time it takes to eat healthy and get exercise, your body breaks down. Your business won’t be there for you in the future if you don’t spend the time today to put a little effort into turning it into a real money-making machine. And it doesn’t take much time, the investment of time is minimal, especially when you have a proven “blueprint” from me and my successful members that makes it all so easy for you.

Myth #4: “Advertising doesn’t work.”

This one is double edged, because you’re right, it doesn’t work unless you do it right. And if you just read through Free Strategy #1, you now know why your advertising hasn’t worked up until now.

Like I said a minute ago, saying marketing doesn’t work is like saying “dating doesn’t work” just because you can’t get someone to go out with you. It works. But, the secret is in the delivery, the timing, and the message.

When you have my proven, money making strategies and you apply those to your advertising then it doesn’t just work, it explodes. It transforms your business from frustrating to fun. Turns ads from duds to virtual cash machines. Advertising works when apply the little known tricks and strategies I teach, and when you do it right.

Myth #5: “I need to concentrate on more online and high tech marketing. Your strategies seem kind of ‘old school.'”

Yes, you have a kaleidoscope of opportunities available today and technology is providing more and more options at an almost dizzying speed. But, effective marketing is principle based not technology based.

The fact is, all of your online choices for marketing and advertising can be just as frustrating, waste just as much money, and lead to just as many“dead ends” as your offline options can be. You must have marketing skills to apply to all aspects of your advertising.

What’s so amazing about my strategies is they are timeless and adaptable. They are just as applicable to online marketing as they are to offline. In fact, I teach my members to integrate offline and online marketing for a complete, successful, marketing process. And the truth is, these “old school” techniques are working just as good today to bring in tons of business as they did 150 years ago because they are based on human nature, and principles that never change.

Have you let any or all of these Myths hold you back from getting what you want?

Have you let perceived fears and obstacles keep you from moving forward and achieving more in your life and your business? You don’t have to. Not for one more day.

I hear these Myths from people all the time, and I used to believe some of them myself. But I sure am glad that I took a chance on myself instead of listening to any insecure doubts. I know that if I hadn’t taken a leap toward my “bigger future” that I would probably be stuck in the same rut I was 20 years ago.

But is overcoming your own insecure doubts your biggest challenge? You might just take it down to the basics and tell me “Joe my BIGGEST CHALLENGE is, I need to be able to charge higher prices and make more money!”

Low prices and stiff competition are probably one of THE biggest challenges facing cleaners today. And it’s often a “Catch 22” because not charging enough leads to low profit margins that are being squeezed even tighter by the rising costs of doing business…and the skyrocketing costs of living. (Think about it, are you charging the same prices you did a decade ago when gas, food, cleaning supplies, insurance, rent …everything was cheaper?)

This is a big deal. After all, you started your own business for the freedom, and the chance to break the ceiling on your ability to earn a living. And you probably had a vision of a “bigger future”, a future much bigger than the one you saw just sitting at a job, punching the clock for someone else.

Maybe you even heard how you can average $100 or more an hour cleaning carpets, you just didn’t realize how hard it was going to be get your phone to ring.

Even some of the big name franchises get caught playing this “low price” game. But franchisee or “mom and pop”, all companies, are up against low, low, prices where some people are willing to clean a whole house for $99 bucks or less! And with the invention of the deep-discount, coupon based sites, it seems like more and more people want nothing but a “Deal”.

I’ve even seen instances where homeowners feel like, because of the state of our current economy, they know businesses are “desperate” for work, and that means” all prices are negotiable”. Do you sometimes feel powerless to your clients, like and they’ve got the upper hand in price negotiation? It’s a sorry position for an entrepreneur to be in.

I don’t have to remind you, what you do is hard work! Your equipment is not a cheap investment, there are a lot of insurance costs, chemical costs, sometimes an employee to pay, then you have taxes and gasoline expenses, cell phones, breakdowns. Plus all those other little expenses that add up to your “overhead” every month, and that’s before you even cut yourself a check!

This is NOT a “cheap” business, so why should people expect to pay you cheap prices? Well the good news is you don’t have to EVER compete by low price again.

How do I know this? Because I’m going to give you a quick solution for this BIG problem. Your Free Strategy #2 from my Rich Cleaner System is going to be your remedy to getting Instant Profits and freeing yourself from the low price game forever. Here is how to flip this situation around so you are making plenty of money.

FREE Strategy #2: The Secret To Instant Profits.

Instantly Increase Your Bottom Line By
Building Value And Raising Prices.

Does the very thought of raising your pricing have your blood run cold and your posture stiffen? Does raising your prices without losing business sound like an impossible feat?

After all, I have nothing to lose when I tell you to simply raise your prices, and you feel like you could lose every one of your clients.

I’ve been there, once upon a time I was concerned with what my competition was charging. And my best “strategy” was to find out what “the other guys” were charging and price myself below them. Lame. If that’s your edge, then changing is scary.

But it doesn’t’t have to be. It’s actually liberating and fun to free yourself from price competition and to set your prices where you want them to be, where they need to be.

Before I get into the “how” of raising prices let’s talk a little about your market and the reality of what your homeowners think about low prices.

Do People Really Care About Price?

To start with, if you are starting to let that little voice in your head raise doubts because “your area is different”, let me say, there are people in your town that drive Mercedes, and I bet the people in your area at least on occasion eat at expensive restaurants. And I know there are people in your area that shop at Nordstrom or it’s equivalent, either in person or online. I’ll even wager that a lot of homes in your area have expensive flat screen TV’s hanging in the living room.

See where I’m going with this?

People in your area might be clipping coupons to get a “deal” on the “2 for One” soda special this weekend, and maybe they even drive 5 miles across town to save 10 cents per gallon on gas, but those same people will drop $500…$1000….$1500 or more to get the tv and surround sound they want.

That is because price is what people pay….But VALUE is what they get.

And VALUE is like beauty, it’s in the eye of the beholder.

That means your real job is to create and build VALUE in what you do.

When you can do that successfully, you will never worry about competing by price again.

I know from experience and from the experience of the thousands of professional cleaners I’ve helped over the years.

For example, here is what Joel Cohen, user of my Rich Cleaner Strategies for 17 years has to say, “In the height of the recession, in a town that was leveled by the economy, when everyone was complaining that there was ‘no work’, I was booking $1,200.00 cleaning jobs from one residential client. And no I didn’t live in Beverly Hills, I was in a small town in Oregon. I continued to get the highest prices in town while my clients were thrilled with my service and loyal to my company. It was all possible because I knew from Joe’s strategies how to create a ‘wow’ experience for my clients so they perceived the tremendous VALUE in what they were getting.”

So the real strategy is how to CREATE & BUILD value so your prices are never an issue again!

Are You A Mercedes Or A Hyundai?

Please, answer me this, why do some hamburgers sell for 99 cents while others are priced at $18.00 or even higher? Or why do some cars sell for under $10K while others command well over $100,000.00 or more?

It is all in the perceived value. It’s in the quality of the product (or service) delivered and the quality of the over all experience the customer gets.

How do you improve that perceived value?

You start by giving your clients a “five star” experience instead of a “fast food” experience.

Or choose to be the “Mercedes” in your market, not the “Hyundai”.

Start with this super simple step. If you want to instantly increase the perceived value in all of your services then simply tell your clients everything they are getting. (And of course deliver the quality you promise.)

After all, when it comes to your client, “their perception is reality.”

It sounds too simple but it’s a very important “piece of the puzzle” that will allow you to be able to charge more for your services. Think about your prospect’s perception and let it influence every aspect of the way you deal with your clients.

For example, do you realize your average client doesn’t know you pre-vacuum, edge vacuum, take extra care with their furnishings, wear shoe covers, pre-treat the carpet, remove spots with extra effort, deodorize, move furnishings, steam clean and groom their carpets? Your average client doesn’t know a thing about your equipment, the chemistry involved in the cleaning or the training needed for you to be a really great cleaner.

Think about it, your client sees you pull up and do your job but they aren’t thinking about all the different steps, chemistry, and work that is going into cleaning their carpets. Most people don’t even realize the different certifications involved in learning to clean carpets properly or the value of the methods and tools you use.

So tell them about it. (And by the way, if you aren’t doing at least some of those things I mentioned then you really need to bump up your quality of work and service, after all, “five star” quality gets “five star” prices.)

And how do you “tell” them about it?

Through Direct Response Marketing of course! (See Strategy #1)

Simply educate your clients and prospects about what they are getting in a very simple, detailed and interesting way. For instance you can put it into print via a little booklet you leave them. Or, “Wow” your clients with a presentation explaining what you do by using your iPad or laptop. Or, offer a booklet or video explaining what you do on your website. You can even have all the value your clients are getting printed on cards that you can hand out on every job or prospective job.

Just be sure to tell them in some form or another.

By simply” telling” and educating people about what it is you do and how you do it, you are building value and changing their perception of the overall experience you give them.

Living Up To Your Value…

Speaking of the “experience” you give your clients, take a minute and ask yourself right now “What kind of experience am I giving my clients?”

Do you do all of the different steps I listed a minute ago, or are you cutting corners?

Do you take extra time and attention to send thank you cards? Holiday cards? Do you do the courtesy of reminding people of their appointments? Do you follow up after the job with a quality check phone call? How about a nice typed or hand written “Thank You” note?

Here is something you can do to instantly raise the value of your company in the eyes of your prospects and clients. Create a Client Welcome Package. This is an easy and affordable way to instantly add to the “wow” experience people have with your company.

Your “Welcome Pack” can contain your Consumer Awareness Guide, your client reviews and testimonials, a written copy of your money-back guarantee, “before and after” shots from jobs, information about your company, a step-by-step guide of how you clean, proper “after care and maintenance” of their carpets. The list goes on and on. I even have professional cleaning clients who set up a computerized picture frame that displays everything from pictures taken on jobs, to smiling, happy customers, to members of their company, to pictures of their kids. Just make sure your Client Welcome Pack is professional and benefit oriented.

Do you see how all these little things can set you a part from the rest of your competition and help you to raise your value and your prices?

Now, if you don’t have the time or money to do all or even a few of these value building gestures and if you’re margins are too tight to deliver high quality of work, then you definitely need to charge more.

When you raise your prices you will average higher job tickets and you can deliver a much higher quality of work and service.

Every little gesture you make toward your client and their experience that is “above average” builds value. In fact, your client can perceive tons of value when you create a “wow” experience for them.

And that’s when you can charge top dollar and have very happy, customers.

In fact, do you realize there is a correlation that people perceive between high prices and high quality? And on the flip side between low prices and low quality?

And there are plenty of people in your area who want to pay more because they feel like when they pay more they are getting the best.

Many of the users of my Rich Cleaner Systems tell me they are the highest priced carpet cleaners in their area. Yet they have no shortage of work.

A Winning Formula.

You see, when you can use Direct Response Marketing to attract the kinds of clients who value service and quality more than cheapness, you will find price is no longer an issue. (Of course, you have to hold up your end of the deal and deliver superior service and quality, that means “wowing” people.)

And do you want to know the secret of how to “stop a price shopper in their tracks”?

You raise your prices.

That’s your best filter to separate true “price” shoppers from “quality/value” shoppers.

But even quality shoppers will often start their conversation with “How much do you charge?” when they call you. That is simply because they don’t know what else to ask. Until your marketing educates people and shows them that there is so much more to cleaning carpets than low prices, then what else are they ever going to ask?

Here is how you can easily “re-direct” any conversation away from price with just 7 little words . Simply reply with this question…

“How did you hear about my company?”

There is nothing wrong with answering a question with a question. And, keep in mind a lot of people ask that “price question” simply because they don’t know what else to ask you.

So when you reply with this question of your own, a couple of things happen. First, it causes a “pattern interrupt” in your prospect’s mind, shifting their focus away from price. Second, it opens up the door for you to find out how they heard about you (therefore tracking your marketing sources), and lastly, it allows you to direct the focus of the conversation around the value they will receive, not just the price.

Your prospect is actually happy to have you take control of the conversation and lead them down the path to the sale. After all, you are the expert.

And remember, people love to be sold, but hate to be pressured. So keep things benefit rich and interesting for them. Help your prospects and guide them, never pressure or manipulate.

Once you’ve taken control of guiding the conversation, it’s easy to find out what all their needs and wants are and this is your chance to build a ton of value in your service by educating them.

Then you can schedule an appointment to come out and give an exact price, my Rich Cleaners perform a Carpet Audit at this point. You can then continue to “wow” your prospects with everything you are going to deliver, that is when the investment of the cleaning becomes a moot point.

What your prospect really cares about is, “What is the quality of service?” “What is the value of what I’m getting?” “Does the quality and value justify the investment?” “What’s in it for me?”

But keep in mind, when you start using Direct Response Marketing, your ads will filter out the majority of price shoppers. That’s what I mean when I say people will call you pre-sorted, pre-disposed and ready-to-buy. That is the job of your marketing from this point forward. Your ads will attract quality oriented, high-end clients and usually filter out price shoppers.

Granted, there are some true-blue price shoppers out there, and some of them will still call you. So answering with a question of your own will distract them momentarily, but they will always circle back to price because cheapness is their priority. Look at those calls as an opportunity to filter out those prospects that do not fit what you are looking for in a client. Happily let them move on and call the “cheap guys” for a “cheap service”. Because that’s simply not you anymore. And you don’t waste anymore of your valuable time trying to convince someone who is not interested into investing in quality.

Just How Scared Are You?

At this point, are you scared if you raise your prices you will lose all your clients?

I hear this from time to time. People are like “I can’t do that because all my customers will leave!” “How am I gonna compete with the guys charging 1/2 or 1/3 of what I charge?”

Remember, I have taught cleaners this stuff for years and it’s done nothing but make them money. So those “fears’ you have about raising your prices are your own insecurities holding you back. You just need to get over them.

If you can apply just a fraction of what I’ve told you already, your prospects won’t compare you to your competition because they are no longer comparing “apples to apples”. Comparing you to your competition would be like comparing a Hyundai to a Mercedes.

And think about this, doing a 10-20% price increase is $10-$20 bucks per $100 your clients spend. It’s really quite painless.

But if you need to do a 30%-50% or more increase in your prices to get profitable, there is a good chance you will lose some of your clients because up until now you’ve been attracting “price shoppers” whose loyalty is always to the cheapest price anyway.

If you are good at what you do and really increase the perceived value of your service I promise you will not lose all your clients. (Remember I’ve been doing this for a long time, long time and no one has ever lost money by raising their prices. Everyone who does this makes more money.*)

Start building relationships with your clients from this day forward that are built on value and quality not on low price.

If you use these techniques you will attract a higher paying client. And you will NOT waste your time with “price shoppers” anymore. And you will make more money. Period.

“Thanks from the bottom of my heart. You saved my life! I have changed the way I price my work and also raised prices which was a little scary, but after doing a Carpet Audit, the price was not a factor – they were happy!” -Rob Small, Canacolour Carpet Dyeing, Canada

FREE Strategy #3: The Secret To Hidden Profits.

The Fastest, Easiest Way To Get A Cash Surge By Tapping into Your
Treasure-Store of Existing Customers.

Marketers say “lists are gold.”

But if lists are gold, then your own client list is an acre of diamonds.

What I’m talking about is your list of people who are familiar with you, they’ve used your service before and maybe even trust and like you. (Hopefully.)

Now, if you are new to the business and don’t have a single client then compile a list of your “circle of influence” or people you know, or are acquainted with, and start from there.

Why is this list so valuable?

Because you already have a relationship with these people. In the world of marketing we call this a “warm list” as opposed to “cold lists” of people who don’t know you at all yet.

If you want to fill your schedule next week and bring in immediate money into your business, send out an “irresistible offer” to your existing clients that haven’t used you in 6 months or more.

In my Rich Cleaner System I have a letter that is one of the most successful pieces ever mailed in this industry. This letter works like clockwork and every time it’s mailed it delivers a Cash Flow Surge. I call it the “I Miss You Letter”. And I’m going to tell you how you can implement this strategy in your own business.

Harvest Your “Acres Of Diamonds”.

Are you ready to have this strategy mapped out for you? This is Direct Response Marketing at it’s best so let’s get started.

First of all, let’s start with your list. You need to compile a list of your clients who have not used you in 6 months or more.

Once you have your list, you need to craft your Direct Response Marketing sales message. Go back up to Strategy #1 and review the steps and components necessary to create this piece. Remember to write as if you are in a conversation with your prospect. Or as direct marketing genius and copy writer Robert Collier put it, when you write “enter the conversation already taking place in your customer’s mind.”

Just be careful, I have had a few people call and tell me “I did this strategy and it didn’t work.” That’s like calling me up and telling me “dating doesn’t work” just because you can’t get someone to go out with you. It works, you just have to do it right. If you follow the proven guidelines, and really “speak” to your client’s inner “What’s in it for me?” this will work.

I’ve seen lots of people attempt to write this letter and the page is a “mine field” of the words “I” and “We”. And I can tell you right here and now that’s going to kill your response. This is about your prospect/client not you or your company. Always remember that.

If you want to become a skilled copy writer pick up some books by Dan Kennedy, Claude Hopkins and Eugene Schwarz. Devour everything you can on the subject of direct response marketing and copy writing.

Now when you create this marketing piece, be sure to use plain white paper, (don’t distract people from your message with your fancy letterhead) then be sure to put a compelling headline across the top of the letter. And continue your letter by “talking” to your client as if you are sitting face to face with them.

Remind your client that it’s been at least 6 months since you were out to clean for them. (Sometimes people just get busy and don’t even realize it.) Explain the benefits of getting their carpets cleaned regularly by a professional. Educate your client about what your service will do for them, their carpet and their health.

Don’t forget to include your irresistible offer and don’t forget to put an expiration date on it. Sign with your personal/company name and contact info and even add a “P. S.” with a little extra motivation in there.

Next put the letter into a plain white envelope with your handwriting or a handwriting font on it. Use a first class stamp. Don’t put your company logo anywhere on the outside of the envelope and don’t even put your business name. Put your personal name and address on the envelope. Here is why: Mail gets sorted over the wastebasket but if you follow my advice your letter WILL get opened.

“What About E-Mailing These Letters To Save On Postage?”

Now you might be thinking, “Cool, but I’ll just email my clients”. And that is fine. By all means communicate via email and Social Media. I teach and encourage my Rich Cleaners to apply Direct Response Marketing to all online communication. But you will get a higher response if you mail to your clients just as I’ve directed.

This is because your clients are swamped with emails, and there is a good chance that your email will hit their spam file instead of their inbox. But when someone gets a letter in their mail box, there is a personal connection that is made when they open an envelope and hold a letter in their hands. And it gives you a chance to command their attention away from the distraction of the internet.

Direct mail is alive and well and better than ever. There is far less competition in your client’s mailbox because so many people are abandoning this form of communication. People often abandon things even when they are still working just because of trends or what I call, “shiny new object syndrome.”

But, that’s good news for Direct Marketers. In fact, you’ll find the smartest marketers are “marrying” online and offline communication to integrate a complete marketing plan.

And a great way for you to use this strategy in conjunction with online marketing is to send out an email, or post, telling your clients you sent a very special gift to them in the mail and for them to keep their eyes peeled for it.

Do this strategy right and you will resurrect old client relationships, spur referrals and get your phone ringing fast.

“We have been using Joe’s 3 step I miss you letter for a few years now. We spent under $400 in postage for mailing the 3 step letter. It has brought in sales of over $2500.
That’s about a 6 or 7 return on investment!”– Billie and Bobbie Brush, Healthy Home Cleaning Services, Virginia*


“We used the 3-step letter for the first time for our “We Miss You” series…we doubled our sales the first month and recieved a large number of sales with each letter.” Pat and Leanne Kaldhal, Classic Carpet Cleaning, Olathe, KS*



“Last year your Client Newsletter generated almost $100,000.00 in jobs for us. It’s a Miracle Marketing tool that our customer are constantly raving about. We love it!”
– Don and Jane May Jones Catamount Carpet Cleaning, Vermont

FREE Strategy #4: The Secret To Automatic Profits.

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 bait…you 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:

  • Ads
  • Postcards
  • Letters (3 Step)
  • Flyers
  • Recorded Messages/Free E-Books
  • Endorsements/Joint Ventures
  • Free Room Offers
  • Website “lead” capture
  • Social Marketing Lead Generators

#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:

  • Carpet Audits
  • Consumer Guides
  • Consumer DVD’s
  • A Trademarked Unique Selling Proposition
  • 100% Money-back guarantee
  • Pre-confirmation letters & e-mails
  • Free Room Offers
  • Testimonial Forms
  • Client Review Forms (i.e. Yelp, Yahoo, Google)
  • Continuity Tools

#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.

  • Thank You Letters/e-mails
  • Newsletters/Client Compounder System
  • No Brainer Programs
  • “A Little Something” Techniques
  • Referral Program
  • Long Term Client Relationship Builders
  • Client Council
  • The Latest “Tech” Methods Using (i.e. Youtube, texting, Facebook, Twitter)

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:

  • A mind-blowing way to tweak your ads that makes your competitor’s ads practically “invisible” to your prospects. (And you will spend a fraction of what your spending right now on any of your advertising!) (Rich Cleaner System Strategies #3 & 26)
  • An “auto-pilot”marketing tool that gets customers to refer people to you business like crazy! (No nagging required.) This works so well that 40%-70% of all your business will come from referrals and repeat business. (Rich Cleaner System Strategies #80-#82)
  • How to “ethically” double your profits on almost every job and how to do it in a “SYSTEMATIC” manner that makes your customers more than happy to pay you additional money!!! (Rich Cleaner Strategy #53 & Bonus DVD)
  • Free access to an advertising “flyer” that worked so well for one Carpet Cleaner that he had to stop mailing it.  (His schedule became booked-solid 3 weeks in advance just four days after mailing it to a couple thousand homes!) (Rich Cleaner’s Quick Start Up Guide)
  • An “effortless” way to earn an additional $1,000.00 every week by targeting upscale homes. (Rich Cleaner Strategy #20)
  • A “shoe-string budget” marketing strategy that allows you to ethically “steal” once-faithful clients from your biggest competitors.  (Don’t worry, this technique is 100% legal and 100% ethical AND is guaranteed to leave your competitors clueless as to why their customers are disappearing!) (Rich Cleaner Strategy #15)
  • How to convert your business card into a “marketing weapon” that actually compels people to call, book jobs, and refer their friends, family and relatives to your “wonderful” business. (Strategy #39)
  • The “Ultimate Internet Advantage”:  A small, 1-column x 2-inch ad that is so irresistible and so compelling, that roughly 80% of all prospective carpet & upholstery cleaning customers in your marketplace will make it a point to visit your website first before they make a decision as to which company they’re going to hire. (Rich Cleaner’s Strategy #24)
  • “Poor Boy” Marketing Strategies:  How to jump-start your business with powerful, little-known, low-cost, and NO COST strategies for Google and social media that will have your phone ringing off the hook. (Rich Cleaner Internet Strategies Kit)
  • A wonderful little strategy (incredibly easy to implement) that practically guarantees you’ll never have a “no-show” ever again! (Rich Cleaner Strategy #59)
  • A magnificent, “hypnotic”, impossible-to-ignore, money-making “gadget” (one of my “students” created) that you can attach to your carpet cleaning van for less than $99.  This “mesmerizing” marketing tool generates so much attention, and so much curiosity that it compels neighbors and people driving by to stop and take free info/coupons directly from the “gadget”.  Generates tons of new customers practically for FREE.  (Boy is this clever!) (Rich Cleaner Marketing Toolkit)
  • Generate thousands of dollars a month online for your business with this simple, cheap trick, one of my clients was averaging $30,000.00 per year off his website using this inexpensive tool and it has nothing to do with SEO! (Rich Cleaner Internet Strategies Kit)
  • How to turn your website from an ineffective “billboard” to a money generating conveyor belt delivering you job after job even while you sleep. (Rich Cleaner Internet Strategies Kit)

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!)

Please take a minute and watch this video of one of my clients, Sandy Raskob*. She was a “doubter” but explains how she and her husband went from $175,000 per year to almost $2,000,000.00+ per year using my Rich Cleaner Strategies. Watch it in her own words…

Are Still Wondering Whether The Rich Cleaner System
Will Work For You?

All I can say is if you already know how to get a steady stream of clients calling you month after month, year after year, paying you top-dollar for your services, then you probably don’t need it.

And if you haven’t been affected by the current recession and haven’t felt the slightest “hit” from the “new economy” then maybe it’s not for you.

If you already know how to run a cheap $225 ad and get 44 phone calls in one day from that ad then perhaps you really don’t need it.

If you have access to a stockpile of hundreds of proven, successful ads sitting around at your disposal to tap into anytime you need to fill a lull in your schedule then you can probably pass on it.

If you already make more money than you can handle, know more about making money than you care to know and are not interested in bettering your best, then don’t even think about it.

But I’ve just met so many carpet cleaners over the years who felt lost.

So many people who are overwhelmed.

Too many carpet cleaners where their business was just sucking the life out of them.

If you want to have your phone ringing every day with highly profitable jobs and grateful customers…

If you want to know what it feels like to be booked solid weeks in advance…

If you want to keep busy during what is traditionally the “slow season” for carpet cleaners…

If you want clarity in your business and direction in your daily “grind”…

If you want to wake up excited again and passionate about going to work everyday…

If you want an E.L.F. business (Easy, Lucrative and Fun) and not a H.A.L.F. business (stands for Hard, Annoying, Lame and Frustrating …sound familiar?)

If you like talking to other carpet cleaners from different areas who are successful and excited about making money and eager to share their know-how with you…

If you are sick of the “recession” controlling you and your income and you are ready to say “recession, what recession?” …

If you constantly hear about “social marketing” and the “new marketing” opportunities out there but don’t know where to start…

If you are sick of dropping your hard earned money on advertising and getting little to no response…

If you want an “auto-pilot” method of creating money for your company “on demand”…

If you are still searching for that “magic bullet” that will bring you a landslide of business day in and day out, month in and month out…

If you have a successful business that grew and grew when the economy was booming because you are good and have been in business for years, but now find your business growth is “flat-lining” with the recession…

If you long for a mega-successful, exciting carpet cleaning business that you can feel thrilled about waking up to every morning…

Then Here Is The Deal.

The Rich Cleaner System is most likely that missing “piece” to the puzzle you’ve been looking for, the missing “piece” that will complete the exciting picture of a super successful, stress-free life in the carpet cleaning business.

The Rich Cleaner System has proven time and again to work for carpet cleaners, young, old, man, woman, franchise or “mom and “pop”, new business or well established, businesses making a million plus and businesses just starting out….and everything in between. It doesn’t matter what “scenario” you want to throw at me. The Rich Cleaner System system works because…

These Principals Are Universal, Proven And Easy To Use.

Really, what more could you ask for?

“But Joe, I’ve seen a couple of other ‘marketing programs’ for carpet cleaners available, how do I know yours is the right choice?”

So now you are wondering if you can compare what I’m offering you to what those “other systems” have to offer?

And, well to put it bluntly, there is no comparison.

Let’s just forget that it’s because of me and my mega success with teaching these systems to cleaners over the past 17 years that there has been a few new marketing “gurus” popping up in the industry.

Let’s take the fact that some of those “experts” used to be my carpet cleaning clients and the rest of them have never owned a carpet cleaning (or any other service-type) business at all completely off the table.

And let’s just not mention that no one else on the planet, to this day, has been able to transform people’s lives through teaching these systems as ethically and effectively as I have.

Let’s forget about all that and I’ll tell you …

3 Reasons The Rich Cleaner System Is Truly The Best Marketing System In The World For Carpet Cleaners & Restorers!

#1: Because I trademarked the best ideas and I give you the right to use them. This includes a multi-million dollar producing famous “pink flyer”, a killer “unique selling guarantee”, and my uber-successful Consumer Awareness Guide that thousands of cleaners use to position themselves as THE expert in their field and generate tons of high-profit cleaning jobs. Plus, you get access to the Ethical Services™ brand, another system you can use to create credibility and proper positioning in your market. All of these “tools” are unique to the Rich Cleaner System and all are owned and trademarked by me and given to you to use and access freely in the Rich Cleaner System. No one else can offer you that.

#2: Because I’ve personally spent almost 2 decades and over a million dollars of my own money (Really!) investing in seminars, books and training, I have access to cutting edge information no one else can offer you. And through my experiences I’ve been able to do a lot of high level networking, I’ve had the chance to interview and learn from dozens of the leading marketers, book authors and business leaders from around the world today. (People like Richard Branson, Dan Sullivan, Tony Robbins, Dan Kennedy, Brian Tracy, Timothy Ferris, John Carlton, Steve Forbes, Peter Diamandis, Arianna Huffinton and Ray Kurzweil, to just name a few, and I’ve not only had a chance to interview these people many of them have become close friends.) As a result, I continually pour the knowledge I acquire from my networking and association with such industry transformers into systems and strategies for you. No one else can offer you that.

And #3 is perhaps the best reason of all! I’ve had over 6,300 cleaners testing and perfecting my strategies for over 17 years which means you get exclusive access to ultimate secrets from “ninja” carpet cleaners…

…Tap Into Proven Ads For Both Online & Offline Marketing That Create A Database Of Pure Marketing “Gold” You Will Never Find Anywhere Else In the World!

That’s right and it’s because of my longevity in this industry that you get immediate access to thousands of proven ads – a stockpile of ready-to-go, money-generating resources and no one else can offer you that.

I really can’t emphasize the sheer value of this. And I have to tell you this “phenomenon” has actually been the most surprising development of my system. There’s no way I could’ve predicted this 17 years ago when a handful of carpet cleaners started using my systems.

And this highly effective “swipe file” is probably the BIGGEST thing that sets my systems apart from any other marketing programs available today.

Because my systems have transformed the lives of thousands of cleaners over the past 17 years people get excited about this business again. When you transform something that was a source of pain and frustration to a real source of joy and wealth ….everything changes.

And people suddenly want to share their new-found results and success with you.They want to help out those ones who were in that same “sinking boat” they were once in. They want to tell you exactly how they did it. And they want to help you succeed.

Because when you find yourself operating from a mind set of “abundance” which leads to wealth and sharing, as opposed to operating from a mind set of “scarcity” which leads to frustration and struggle, then you approach everything in your life with so much more passion and generosity.

And it’s because of this new found “abundance mind set” that people discover a passion for their carpet cleaning business, and the reason that thousands of successful carpet cleaners have compiled and regularly contribute their best, most effective ads for you to use so that at any given moment….

“You Can Ethically ‘Swipe’ The Most Effective, Current, Successful, Money-Making Tools From Carpet Cleaners All Over The Country…And ‘Plug’ Them Into Your Business…
Then Sit back and Watch Cash Pour Into Your Bank Account!”

Can you see the awesome tools and resources you could have at your fingertips at any given moment?

Just imagine this for a moment, the holidays are winding down and you’re heading into your “slow season”, it’s a cold, gray day and you notice that next week isn’t booking up quite as you hoped. But no worries, you have the Rich Cleaner System at your disposal and plenty of great ideas to put to work for you. You know exactly what to do to fill your schedule.

But maybe it’s the gray skies or the shorter days, you are feeling extra lazy today. You wonder if anyone has contributed a ‘slow season’ ad that’s working like gang-busters. Well, you have instant access to that information. With the touch of a button you have a copy of an ad that a cleaner in a nearby city is using to get a 5 to 1 return on his investment. He happily shares it with you, and in the time it takes you to finish your morning cup of coffee you “plug in” your name and company information and get the ad out later that day. By the next afternoon you’re schedule is booked solid again. You rest easy because you are really enjoying your E.L.F. business. Just think, with the Rich Cleaner System you have access to a near endless supply of tips, tricks and strategies for blowing the roof off your sales!

That’s perhaps one of the most unique benefits of my system. And it’s a network and resource you will only find when you get the Rich Cleaner System.

So really, trying to compare my systems with anything else available out there today…it’s apples and oranges.

I have clients who have bought kits from the “other guys”, after all people who are after their “bigger future” are always looking different ways to get there, and you know what they often tell me?

“The ‘Other Guys’ Are Just Missing That ‘Something Special.'”

Now, I’m sure they are nice people that offer some good ideas. But I promise you, no one else has the resources and the systems I am offering to you. Their “strategies” are simply not complete Direct Response Marketing Systems.

In fact, getting their stuff is like getting an awesome kit car with the engine missing.

Because I doubt if you combined all of them together, they cannot begin to match the time and money I have invested into perfecting my “systems”. And I know they don’t have the network of successful students and marketers to draw off of that I do. What you need are the resources only I can offer you through the Rich Cleaner System.

And, when you get my Rich Cleaner System…

You’ll Discover The Rich Cleaner System Is So Much More
Than Just An “Effective Marketing Plan.”


Because The Rich Cleaner System is not only a tool that will transform your business into a thriving, growing profitable, cash machine, but it also…

Removes the frustration of failure and gives you the thrilling feeling of success. It puts you in control. You don’t work for your business anymore, your business works for you.

Once you remove the obstacles that are keeping your from mega-success and replace them with the systems that bring in cash like clockwork you have freedom.

Freedom from frustration. Freedom from worrying about how you are going to pay the bills. Freedom to feel 100% in control of your life again. Control of your finances and your future.

And that, my friend, is a wonderful feeling.

You can easily have that kind of success and freedom too! It’s just one of the positive “side effects” of plugging the Rich Cleaner systems into your business.

It doesn’t matter if you’re a newbie to the industry, a seasoned veteran or you fall somewhere in the middle, the Rich Cleaner System gives you the control and success you’ve been searching for. And when that happens you will get genuinely excited about your business again.

And don’t you think you deserve to have that kind of success at this point in your life? Don’t you have a “bigger future” ahead of you?

“Joe, the first strategy I used of yours cost me only $75. It resulted in 13 jobs that averaged $150.00 per job. (That’s almost $2,000.00! in business) At only $75 bucks, that was a 26-to-1 return on investment! That’s unbelievable! I can’t wait to start implementing more of your strategies; your system in the best! Thanks to your strategies I should be a millionaire by age 40. Not bad for a once dead-broke ‘carpet sucker’. My profits are up over $7,000.00 a month because of your system!” – Brett Brodie, MaxCare Carpet Cleaning, MO.*


“Joe, I am writing to you to let you know how big of an idiot I am. I was telling a friend of mine (that is also in the Carpet Cleaning Business) about one of your strategies. The one that involves giving out FREE rooms of carpet cleaning to past customers I have not heard from for a year or more. He told me I am a total blooming idiot for giving away free rooms of carpet cleaning. I am really glad he set me straight. NOT!!! I sent out 380 of the 3 sequence letters that you gave me in my membership making the special offer. Here’s the run down: 380 x 3 letters: Envelopes $11.40, Letters $93.10, Postage $364.80. Labor $324.00 for a total of $793.30. Well here’s the real bad news. I brought in $7,258.29 in profits off that letter! Boy, do I feel like a complete idiot. You should have seen me, the biggest laughing-all-the-way-to-the-bank idiot. I love it, love it, love it. Just think, this is only ONE of the 105 strategies. Joe, thank you for everything, you got me interested in my business again. It’s really great helping my clients.” – Bob Runion, Ohio Valley Services

Here Is Exactly What You Will Get In Your Rich Cleaner System:

1. 106 Money Making Strategies Manual

This HUGE manual shows you “How To Schedule More Carpet & Upholstery Cleaning Jobs In A Month… Than You Now Get All Year!” This will quickly become your marketing “Bible” that you will crack into every time you want to create “money on demand.”

Each of my 106 strategies is explained in this manual. It is jam-packed full of “insider- secrets” that could get you a flood of customers… customers who could have your pockets bulging with more money than most doctors earn! It’s a massive collection of ALL of my best marketing secrets, ready-to-go, so you can begin implementing them into your business on the first day you get your hands on the Rich Cleaner System. In this manual I don’t just tell you “how” to do it, I give you tested and proven SAMPLES, SAMPLES, and more SAMPLES to show you how it’s done.

INCLUDED With Your Rich Cleaner System Investment

2. Quick Start-Up Guide to Fast Cash

This guide zeros in on the simple steps you can take immediately to get a quick cash flow surge in your business. (Could you use massive influx of cash immediately?) This booklet guarantees that you won’t get overwhelmed. It makes getting started as easy as signing your name on a piece of paper. You can start making money the day your system arrives with this guide.

INCLUDED With Your Rich Cleaner System Investment

3. Your First 30 Days You Get A FREE “Daily Coaching E-Mail”

This “Daily Coaching E-mail” will help you KNOW precisely what you need to do that day…it will virtually “hold your hand” and guide you to success, it will inspire you and give you real direction, confidence and clarity for the  first 30 days you have the systems…so the Rich Cleaner System can be “plugged” into your business and making you a ton of money…increasing your prospects, getting your phone ringing, getting you lots of jobs, and getting you higher paying, loyal clients.

Value: This Could Be Worth Thousands To Your Business…. And Its’ Included FREE With Your Rich Cleaner System

4. The Most Successful Marketing Tool Kit Available To Carpet Cleaners Today

This is a collection of dozens of letters, ads, postcards, flyers, etc. that are being used by my most successful carpet cleaning clients, you have instant access to hundreds of their most killer money-making ideas. Everything is ready-to-go so you can instantly “plug” it in and put it to work for you. This “kit” takes all the grunt work out of creating new marketing materials. If you need a new ad, just flip open the “Marketing Tool Kit” and choose one. They are ALL proven and they all WORK. It’s truly a “no-brainer” reference manual.

INCLUDED With Your Rich Cleaner System Investment

5. – Marketing Toolkit Electronic Files (forms, sales letters, ads, etc.)

This is the most valuable “swipe file” you can get your hands on. It includes dozens of forms, sales letters, ads, and survey sheets included with the System plus the latest and greatest ads that are working like gangbusters for cleaners around the country. This disk will save you hours and hours of labor. Simply load the files from the disk into your computer, add your name and company name in the appropriate spaces, and print. No need to re-type these forms. These digital files will save you time and make you a lot of money! (If you are busy, or simply not very good at typing – these time-saving digital files are a must!)

INCLUDED With Your Rich Cleaner System Investment

6. – My Copyright-Protected “Consumer Awareness Message™” & Guide

When I first started my carpet cleaning business in 1992, it cost me over $1,800.00 and a whole month of my time just to create, design and develop this powerful marketing tool. Don Deleeuw, one of the first carpet cleaners to ever use this system, made over $60,000.00 from this one strategy the first year he used it – since then he’s made several hundred thousand dollars with this ONE strategy! And since then…I’ve improved it over the years by about 10X…this strategy educates consumers and gets them to call you ready-to buy …I’ve sold this single strategy for $2,000.00 by itself! (Think of it as my $60,000.00 Secret.) My unique “Consumer Awareness Message” is ready for you to plug in your name and start using from day one. This strategy builds instant trust with your clients, differentiates you from your competitors, eliminates price resistance and positions you as THE authority in your area. Like I said – very, very powerful! This strategy alone has such sledge-hammer impact on any and all advertising you do, that it can easily be worth tens of thousands of dollars to you each year it’s so effective.

INCLUDED With Your Rich Cleaner System Investment

7. – Figuring Out the “True Cost Of Doing Business” CD

With this you get a CD that was presented to my company (from my buddy Doyle Bloss) that you can pop into your computer to figure out exactly what it really costs you to do business. It also helps you figure out exactly what you must charge in order to reach your personal and business goals. If you had to try and develop a tool like this all by yourself, it would take you hours and hours (probably even days), but I’m handing it to you on a silver platter, ready-to-go.

INCLUDED With Your Rich Cleaner System Investment

8. – How to Perform a Carpet Audit™ DVD – And why it’s SO important to do this!

For the first time ever with your Rich Cleaner System, you will get my copywrited “Carpet Audit DVD”. Watch it and discover EXACTLY how to execute one of my most profitable SYSTEMS. This system sets you apart from your competitors and enables you to turn a “price quote” into a “show” that will “WOW!” your prospect and virtually guarantee that you close every sale possible, ethically, with no arm twisting… and for the highest possible price. (What if you could close over 90% of your prospects into much higher job ticket averages?!)

My members have been dying for me to create this DVD for years, so I hired a professional film crew and shot several of my most successful cleaners demonstrating exactly how it’s done. You’ll watch first hand how to successfully present yourself while giving a residential or commercial quote. This is an absolute must have!! It includes proven techniques for giving the best client experience, while showing clients how to happily pay you more for your services. Once you learn how to do a “Carpet Audit” you can instantly double your average sale.

INCLUDED With Your Rich Cleaner System Investment

9. You Get “The 10 Top-Secret Internet Strategies

The Top 10 Strategies to DOMINATE Local Search (SEO) in your area are spelled out for you in a simple, step-by-step report accompanied by an audio training and Q & A recordings. You’ll also get the cutting edge ‘TWITTER TWENIUS’ recordings and (via your INNER-CIRCLE Piranha Central access) you can get even more cutting edge online marketing training on generating tons of qualified leads using Facebook & YouTube.

INCLUDED With Your Rich Cleaner System Investment

…Plus there are even MORE benefits that come from using this System that it would be impossible to list them all here…


IN ADDITION To Your Rich Cleaner System…
You ALSO Get ALL of the Bonus Items Listed Below:

BONUS #1 – One-on-One Coaching Call And Personalized Prescription

Knowing exactly the strategies on which to focus for your specific circumstances can make all the difference in getting results quickly. So not only we will spend time on the phone discovering what we consider to be your marketing �assets��We�ll give you an exact prescription and blueprint on how to execute the right strategies for your situation in the quickest most efficient way!
Price: $250 FREE!

BONUS #2 – The Notorious “Big Pink Flyer”

Originally created by one of my successful students and now tweaked and perfected over the years… this incredible flyer is like NOTHING you have ever seen before. It generated over $90,000.00 for the member who created it the first year he circulated it and has generated millions(!!!) for hundreds of my other clients* over the past few years. This flyer alone could pay for your entire investment in the system! In addition, you’ll receive a copy of a CD interview I conducted with this student/creator of “the pink flyer” – the man did over $193,000.00 in revenue his FIRST YEAR in business, and earned a total of $604,000.00 when using my systems – and he reveals EXACTLY how he did it in this gripping interview.
Price: $397 FREE!

BONUS #3 – ‘Speed Your Slow Season’ System

This is a complete plan for ramping up your marketing when getting ready to enter your slow season.� And with this system in place you can say goodbye to the doldrums of lower cash flow during this time because you can potentially get more work in your slow season than you do in your busy season! Complete audio training and downloads included.
Price: $297 FREE!

BONUS #4 – Carpet Protection Video

When you (or your tech) show this video to whomever you are giving a quote your carpet protection sales will soar.  You or your technician simply ask them to watch it while you measure their rooms.  This ultra-compelling, benefit-driven DVD is an incredible auto-pilot “sales tool” that will regularly sell 80% (or more!!!) of your clients on purchasing carpet protection.  So persuasive is this DVD, that after watching it, the overwhelming majority of your clients will “demand” carpet protection.

Plus, as an added bonus… because of the educational content of this DVD, the importance of “regular cleanings” will be “burned into the minds” of your customers… resulting in “more frequent” cleanings… and a lot more money in your bank accounts! It’s quite simple… after watching this DVD people will automatically tell you “Oh, and I need carpet protection too!”  It sells them on you and getting their carpets cleaned and protected right away!  The DVD and license to use it is NOT FOR SALE at this time … although I have sold it for $4,500 in the past. The only way you can obtain this miracle “selling tool” is if you get The Rich Cleaner System. If you wanted to create your own DVD like this from scratch, you’d easily spend $1,000.00 to $10,000.00 (I spent $10,000.00 producing this video) or more on scripting, studio time, taping and editing.  Thanks to me, you don’t have to.  Instead, the very SAME DAY you get my system, you can show this DVD to that day’s customers and IMMEDIATELY start making more money in your business!
Price: $250 FREE!

Bonus #5 – The Million Dollar “Water Damage Package”

Here’s everything that’s included:

  1. The Water Damage Restoration Specialist’s Marketing Mastery Manual: This manual shows you how to position your company as the “Restoration Authority” in your area. (Even if you’re just breaking into the business!)
  2. The Water Damage Restoration Specialist’s Direct Marketing Tools Kit: Which is packed full of brochures, flyers, ads, sales letters and more… all proven marketing materials… all ready to send to adjusters, plumbers, and others to guarantee you more restoration work than you can handle.
  3. The Water Damage Specialist’s Advertising Tool Kit: This kit is packed with winning Yellow Pages Ads and ad templates that will keep you “flooded” with restoration work. In addition, you get THREE FREE BONUSES: Including “FIRE! How To Avoid Disaster & Overcome It” – a FREE Consumer’s Guide which educates your prospects; plus, the special sales letter to send to public adjusters that “cements” you as the company of their choice in restoration work. And finally, two audio CD “coaching calls” with water damage experts who will reveal industry “insider secrets” which almost nobody knows about. This course is an “absolute must” for anyone that offers, or is contemplating adding, restoration services to their company. This course, all by itself, can put you into the $1,000,000.00+ category!!
    Price: $997 FREE!

SUPER BONUS!!! – Piranha’s ‘Best Of’ Coaching Sessions

These ELF Can Do call-in sessions were only available to those clients who were part of Piranha’s Elite Coaching Programs � And these clients paid upwards of $1,000 monthly to have access to these sessions and insights.�

Hearing questions that are answered and the specific blueprints given on how the top Piranha clients are executing these strategies successfully, this will give you exactly what you need to mirror their success!

Today you’ll get access to several month’s worth of these calls from this $1,000 p/mo mastermind group – including sessions on SIX different core topics!
Price: $1,000 FREE!

After all that you are probably thinking….

      “This Sounds Great But…How Much Is The Rich Cleaner System Going To Cost Me?”

Well, nothing if you use it….and I say that in jest but it’s also a completely accurate statement.

You see the Rich Cleaner System is an “education” that pays for itself. Now, I don’t want to scare you off by calling it an “education,” after all, you DON’T have to crack open boring text books and study until the wee hours of the morning to “get this”.

All the work is done for you so you have a “robotic” system of proven money making strategies handed to you. But haven’t you already gotten an “education” about what kind of advertising does NOT work just by being in business? The Rich Cleaner System is a fun journey of quickly discovering what works and how to implement it quickly and easily for instant cash surges and long-term massive growth. So in reality it doesn’t “cost” a thing…it’s an investment in your “bigger future.”

And I know from personal experience that if you don’t get your hands on the Rich Cleaner System…

“You’ll Waste More Money On Advertising That
Doesn’t Work, Than You’d Ever Spend On My
Powerful Money Making Strategies!”

If you don’t do something to change what you’ve been doing, you’ll probably waste hundreds, if not thousands of dollars on marketing and advertising that doesn’t work over the next few months.

If you add up the money you spend on your online advertising, Yellow Page ads, money-mailer type ads, postcards, newspaper ads and flyers – you’ll realize that you waste a heck of a lot of money on ads that barely break even, or worse, on ads that just flat-out “tank!”

Save all that money that you would have wasted, and instead do what thousands of other carpet cleaners have done. If you follow in those footsteps, you’ll be making lots and lots of money in no time at all… plus you’ll be having fun in your business.

To tell you the truth it took me years to “dial in” the pricing on The Rich Cleaner System. How do you put a value on a system that makes people hundreds of thousands of dollars? t’s even made people millions over the last decade and a half, just how do you put a price on that?

I could easily be charging $5,000.00 to $10,000.00 dollars for this system. People pay much more than that for franchises that don’t give them a fraction of the money-making tools, strategies and resources you will get from me.

But I don’t ask that price for this system. Not even close.

And the reason I don’t ask $5-$10k is I want it to be “reachable” for as many people as possible.

People say we are living in a “new economy” and it’s not in a good way. People long for the days when the phone rang and their schedules were full just because the economy was rich with cash. Some people say those days are over for now. But I’m telling you for a fact…those days are NOT over…not if you have the Rich Cleaner System.

If I can get my systems into as many people’s hands as possible, if I can gets my systems into your hands, then you will re-define the “new economy.” You will have success and money flowing into your bank accounts in spite of the recession, in spite of whatever your “local economy” is doing.

That’s why I’m asking only a fraction of what this course is worth. In the past, you would have had to invest at least $599 down to get started…

But I’ve adjusted the down payment for you. That’s right…

Just $297 Gets The Rich Cleaner Course Delivered
To Your Doorstep Within Days.

Now how does THAT work? All I’m asking for today is a little commitment, $297 is a very easy “commitment” for most people. Even when you are broke you can usually “pony up” such a small amount to grow your business. And what I will give you in exchange is what I call…

Results In Advance.

“Results In Advance” are what happens when you put the Rich Cleaner System to work for you. “Results in Advance” means that by the time your first installment of $399 is due 30 days from now, you will be using the money you’ve made from plugging the Rich Cleaner System into your business to pay for the system itself. You will be getting results and making money BEFORE your next installment is even due. How can you pass this up?

During the first 30 days you have the Rich Cleaner System, you will get excited about your business, you will get results, and you will begin to SKYROCKET your income.  Then ultimately, the Rich Cleaner System will cost you nothing and make you so much more money than your initial investment.

If you take advantage of this opportunity, not only will you see that the Rich Cleaner System is going to TRANSFORM your business  You will discover that reaching yourBIGGER FUTURE” is closer than you think.

To break it down, you invest just $297 today and you have 30 days to use the system to fill up your schedule and make a ton of money using it.

We’ll actually HELP you by making sure we “hold your hand” and show you the best strategies to use for your situation when we spend time with you on the phone during your “One-on-One” Coaching call (See Bonuses)!

Then you’ll begin 3 monthly installments of just $399. That means I’m giving you 120 days!!! to get the system into your hands and make money with it before you complete your total investment. Just a couple more jobs each month is all it would take to get you in the cleaer…but we want you to get WAY more than that!!!


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