Read Kevins '$600/hr' Book Here

Kevin Dubrosky - he killed the unicorn, embraced the Koi, and used the herd.

Well I lied, sorta' - but read never-been-seen-before exclusive content donated by Kevin, below. That's Kevin Dubrosky... the window cleaning business coach.... he's done it again! '$600/hr' the new expanded edition, is now on the shelves to purchase. If you want to read more... go here now, where you will find another excerpt from Kevin's book & the link to purchase. 

Kevin says, "Lots of books are out there on marketing and advertising." "The problem is not the accessibility of awesome marketing information." "The problem is figuring out ‘how in the world’ all this insight can be used in your window cleaning and pressure washing business." "In my first book, I provided a big picture overview of window cleaning marketing, but so many details and strategies were missing, and so many questions unanswered." "Thus the need for a fresh, comprehensive treatment of the subject, and my brand new book now sitting in your hands." "I sincerely hope that $600/hr gives you exactly what you’re looking for right now."

Exclusive never-seen-before content: -

"Multi-Sensory Stimulation"

According to Brand Sense, by Researcher Martin Lindstrom, “creating a synergy across the senses should be the goal of every brand on earth”.

Martin uses a brilliant illustration to make his point: A digital video camera records vibrant video and crisp audio, but nothing more. The human body records experiences on no less than five tracks, adding touch, taste, and smell on top of your digital camera’s mere two. Most marketing efforts focus on the senses of sight and sound, but in doing so, ignore 3 other powerful senses. Why not record on all 5 tracks?

Nearly four hundred years ago philosopher and scientist Sir Francis Bacon mused: “By far the greatest impediment and aberration of the human understanding arises from [the fact that] ... those things which strike the sense outweigh things which, although they may be more important, do not strike it directly.”

In other words, our senses skew the way we perceive value and importance.

Anytime you activate multiple senses, your ability to influence emotions dramatically increases. Therefore, the express goal of an advanced multi-sensory marketing strategy is rather straightforward: stimulate a heightened emotional response.

Take sound, for instance.

“The way a brand sounds should not be underestimated”, reports Brand Sense.

In a study undertaken by Judy and Mark Alpert, they discovered that happy music created happy moods. No big surprise there. However, they also discovered that sad music resulted in greater levels of purchase intent. Wow. Now that is interesting. What would happen if you played some slightly sad music in the background of your window cleaning website? Would you convert more sales? I sure want to find out.

Victoria’s Secret is no dummy when it comes to sound, either. In their stores, they play classical music, “which creates an exclusive atmosphere and air of prestige”.

Before Bentley automobiles released their latest smash hit vehicle, the Continental GT, they carried out extensive research regarding the sound the car’s engine made. The result was a signature sound: “deep, smooth, muscular, and inspiring”. Turns out they were on to something.  In the Continental GT’s (MSRP $182,800) market segment, 44% (not a misprint) of consumers indicate that the sound of a car is a primary factor in their purchase decision. How weird is that?

The take-away: Don’t assume that the sense of sound can’t or shouldn’t be part of your marketing strategy.

How do you apply this as a window cleaner? I’m not exactly sure. But it sure has me thinking. What if your vehicles had a signature sound? Or your website? What if every click made a squeegee sound? Or what if you sent out recordable audio thank you cards to your clients, instead of plain-Jane non-audio-enabled cards? There are tons of these kinds of cards available now at your local Wal-Mart. Stimulate the sense of sound.

(A quick one about color: Another study cited in Brand Sense showed that women’s heartbeats increased by 22% when they catch a glimpse of Tiffany’s signature robin’s-egg blue box. Who knew that just a fleeting glimpse of robins-egg blue could be so powerful? Maybe you should try that color as the background of your next flier or postcard design!)

When two psychologists studied the impact of odor on behavior, they placed two sets of identical Nike running shoes in two separate, but identical rooms. One room was misted with a floral scent, and the other wasn’t. The participants in the study inspected the shoes and answered a few questions. Did it have any effect? By a shocking margin of 84%, they preferred the shoes displayed in the room with the fragrance. They also estimated the actual retail value of the shoes to be higher than the identical ones in the unscented room.

The staff of a do-it-yourself store in Germany were described as “harder-working” and “more knowledgeable” only during times that a scent was pumped into the store area.

When Rolls Royce started getting complaints about their new models, they figured out that the only difference was the fragrance, so they reverse-engineered and artificially remanufactured it, to recreate the unique aroma of an “original” Rolls. Problem solved.

The take-away: As silly as it sounds, we are susceptible to the influence of scent when making a purchase decision. Have you tried scenting your staff with different aromas when doing estimates in person? How about the estimate sheet itself? Or the reminder postcard? Have you ever tried experimenting with scent as part of your marketing approach? You should. Stimulate the sense of smell.

Bang and Olufsen artificially added small, unnecessary weights to their high-end audio system’s remote control so that it “felt” more expensive. The doors of the lightweight Acura TSX were engineered to “feel” more solid when the door closed.

The take-away: Our sense of touch affects how we feel (pardon the pun) about a product or service. Take your fliers, for instance. Do they feel cheap or expensive? Have you tried printing some on heavyweight paper? Clear plastic? Metal? Any kind of unusual surface? Ceramic mugs? Have you ever tried a “lumpy mailer”, like a book, a little die cast car, or a bag of socks? Stimulate the sense of touch.

The BIG takeaway: Multi-sensory appeal often has nothing to do with the actual function or performance of the product or service involved. But it’s a big deal, and can significantly influence a consumer by building a strong, positive, emotional connection with your window cleaning company.

In turn, your company is differentiated in irrational ways, commoditizing your competition. It makes no sense at all, but it’s real. Try it!"

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Window Cleaning Business Coach Book Offer Last Chance Extension

Kevin Dubrosky is sailing out of the window cleaning world & moving on to wider pastures. Kevin's " $600/hr" Official Hardcover Edition till midnight tonight - Get book now! Kevin can be contacted at kevindubrosky@gmail.com for more information on how he can help you as a private client. Or alternatively at his website here. I had to twist Kevins arm to do this, so I hope you appreciate the extension that you are given! Click picture above to buy the book - the last chance you will get.

Since Kevin leapt on to the window cleaning scene, he has changed the face of window cleaning businesses around the world. If you don't believe me, just read the credits at the end from window cleaners who have been touched by Kevin's golden touch. He has truly changed how window cleaners have dealt with their marketing efforts & made them wealthier through his insight. He will be missed at WCR where the post was taken from. We wish Kevin the best as he moves forward advising other companies how to make money!

Kevin Dubrosky says goodbye:

Hey there, It's with sadness and excitement that I say my last piece here in the window cleaning community. These past four years have been an amazing learning experience for me, and it's been a privilege and pleasure to meet you and get to know you, as a fellow member of the window cleaning & WCR community. I'm more convinced than ever that WCR is an essential resource for the serious window cleaning professional, and the fact that you're here shows that you understand that.

In this final thread, let me answer two questions:

Why am I leaving WCR & the window cleaning community in general?

After much careful thought, I've decided to move on in my professional marketing career, and expand beyond the squeegeesphere. WCR has been amazing, I've enjoyed all of it, and I'm leaving on a high note. Chris and Alex are amazing, and they will never let you down. I'm still very much in the window cleaning game, with my brand-new company Swiss & Sennhauser. We're already in 4 international markets (Beverly Hills, San Diego, Toronto, and Coffs Harbour, AUS), with plans to be in 6 more cities by the end of 2011. As you can imagine, this is big bite to chew on for me, so it requires a large portion of my time and attention.

Much more significantly, though, I'm moving into other industry's with my marketing consultancy business, and now work with companies far removed from the window cleaning world. As you know, marketing is marketing. Whether you're selling exotic sports cars, diamond earrings, 38th floor penthouses, or clean windows, it's all the same. Everything I've learned (and shared with you), can be applied to any industry out there, bar none. And my brief experiment in reaching beyond the window cleaning world has proven to me that the payoffs are significantly higher. Since I encourage you to constantly look for ways to earn more and work less, it would be hypocritical of me not to move forward and seize these opportunities.

So I am.

What's the best advice I can give you?

Understand that you are in the marketing business, not the window cleaning business. Homeowners and business owners in your target market are looking for solutions to their problems. They're looking for vendors (you) that truly understand what drives them nuts, and they're willing to pay you good money to fix it.

What's driving your target market nuts right now?

a.) Find the answer to that question.

b.) Figure out how to deliver the solution better than anyone else.

Only then should you shout it from the rooftops. Never, never, never spend a dime telling a boring story. Don't spend another red cent on postcards, web design, business cards, fliers, estimates, or even invoices, until you can figure out how your company is different in the solution you're proposing. Consumers are incredibly sensitive and grateful to companies that work hard to differentiate themselves from the rest of the stack. People say they love apples to apples, but the truth is, we like oranges, too, and plums, and pomegranates. Stop trying to out-apple your competition, and change the game, instead.

That's pretty much it.

I am still advising private clients from the window cleaning industry, and if you'd like to know more about how I can help you, then please feel free to contact me at kevindubrosky@gmail.com, and I'll be happy to give you some options.

Swiss & Sennhauser: As it stands right now, new markets are going to be made available as of October 1st or possibly Nov 1st, so send me an email if you'd like to be considered for one of these spots, and we can talk about it.

Thanks again for your support, encouragement, and good wishes these past four years! I wish you the best with your window cleaning business, and if we cross paths in real life sometime in the future, please stop me to say hello. Maybe we can grab a cup of coffee together.

Kevin

P.S. As a heads-up, my 255-page hardcover book "$600/hr - The Ultimate Window Cleaning Marketing Guide" is officially coming off the market tomorrow, September 8th, 2011, at 12:01pm (one minute after lunch). If you've been meaning to grab a copy, then do it today. After 12:01 tomorrow, it will be too late. Gone forever. EXTENDED till midnight tonight!!!

Here's a link to grab your copy: $600/hr - Official Hardcover Edition by Kevin Dubrosky in Business & Economics (And use coupon code "SEPTEMBER" to save 20%, too)

Just some of Kevin's reading material!

What people are saying (in the last few days) -

Kevin you were at the right time and the right place for me a few years back. I have appreciated your help and personal help with some of the stuff I was working on. What I most appreciated about your marketing expertise was seeing what we're all reading in real world application for a window cleaning business, not just broad theory and principle, a real first for sure. Your natural born talent combined with your learned talent will take you far in reaching your personal goals my friend.

This does not change my man-crush on Kevin.

I'd say good luck to you, Kevin, but I don't think it's necessary. With your determination and knowledge, I'm sure some exciting doors will open to you. Getting to know you has been my pleasure.

Good luck Kevin and I appreciate the time you have spent with me personally. You have taught me how to work less and earn more. Bravo...

Best of luck to you. I just purchased your book. I look foward to reading it and learning from it. Again best of luck to you. 

As always many thanks Kevin. Your many post's, and both books always made me think, (and with my block head, that's saying something).

You were more of an inspiration than you know. I enjoyed your book very much. Good luck with your new endeavors. You will be missed around here.

Awesome what you did in the industry. 

Is this ultimate example of what you encourage? Intense, thoughtful, targeted marketing leading to an exclusive brand (you), creating a need. With absolutely no sarcasm, its very smart, and its exactly what you encourage WC companies to do. Lead by example. Wish you the best.

Thank you for all your help. Though I don't think we got to visit one on one, you have really helped ones we both know. And you have been a positive influence with your posts.

Kevin, you've helped us a lot and definitely redirected my thinking more than once. You deserve to plot your future in the most feasible way to do what you encourage- "More income, less work". I'm happy to have met you in person twice and if we don't cross paths soon, I trust we will further down the road.
Thank you.

You will be missed for sure, it was a pleasure having you speak at national cleaning expo 2010.

Thanks, Kev. You've helped me out big time in this WC world.

Hey Kevin, sorry to see you leave WCR but I'm excited to see where your taking us next! You keep teaching marketing, and I'll keep learning from you.

Catching Up With The Window Cleaning Coach

Why should you consider attending a WC industry EVENT? 1. You get to meet people who are actually DOING stuff with the information you keep telling yourself you already know.
2. You get to hear about how real human beings are USING all this top secret marketing strategy and research, to make more money and work even less.
3. You get to ask people one-on-one what is working for them and what is holding them back.
4. You are reminded that this marketing stuff is not just about words on paper, and books and reports, and case studies, but actually intimately depends on the world’s most precious resource: people. Read more..

Are you smarter than Tiger Woods? Tiger is a pretty sweet golfer. The man is deadly with a 5 iron. And yet he is a student. Tiger has learned that the more you know, the more you understand that you know less than you thought. Tiger Woods won eight championships and THEN felt that his swing needed to be reworked, so he got on it. That’s the right attitude. That’s the way it should be. That’s reality. Embrace it. Love it. Realize that it means you can always do better. You can always improve in your window cleaning marketing efforts...read more...

3 Ways To Sabotage Your Window Cleaning Marketing: 1. Assume that because everyone else is doing it this way, it must work.
Everyone uses the yellow pages.
Everyone pays for the BBB logo.
Everyone’s company name should be front and center at the top of the flier.
Everyone knows that “getting fancy” with marketing is a waste of time. Don’t make me tell you the Lemmings story. Read more...

What to Compete On If Your Competitors Are Waging a Price War! Are you getting squeezed by competitors who are willing to do window cleaning work for far less you would charge, day in and day out? Instead of getting frustrated, learn a lesson from the Walmart-killers of the retail world: When the competition is obsessed with price, change the rules, so that price matters less to the customers. As John Jantsch puts it, “compete on emotion“. If they are pounding the price card, don’t even try to compete. Trump their price with your “super-friendly” card, or your “so easy-going” card, or your “absolute risk-removal, if you don’t love it then we’ll come over and rub your feet” card. Read more..

The Power of Advertising by Windex

There's just something about these guys. You have to watch them. What if they drop it? How are they going to get around that corner? What if one of the suction cups gives? Wherever men are moving a big sheet of glass, folks just naturally stop to watch. And that's what they did one day on Chicago's busy Michigan Avenue late last year as two men, their hands gripping suction cups, struggled with a large piece of glass, by the looks of it perhaps 8 feet long and 4 or more feet high. Maybe it was for a store window. But there was something odd about this glass, as people up close noticed. It was amazingly clear. In fact, two men in white uniforms weren't carrying a piece of glass at all. They were actors, and the whole thing was a stunt. The giveaway was on the back of their uniforms. "Windex glass cleaner. Glass so clean it’s invisible."
The stunt was the idea from the creative minds at Windex’s agency Draftfcb Chicago. "It’s funny, it started off when we were sitting in my office talking about Windex and the proposition ‘glass so clear it’s invisible,’" says Rob Sherlock, chief creative officer. "Then one of the creative directors said, ‘I’ve had this thought about movers moving glass, but there’s actually no glass.’ Often these things get said and people say, ‘Hey, that’d be nice,’ but then nothing happens. But we decided we have to make this happen." For the men to carry the piece of glass that wasn't, the agency turned to Second City Chicago, the theater company that has produced the likes of John Belushi, Mike Myers, Bill Murray and Gilda Radner. The men were then outfitted in the white uniforms and suctions cups and off they went to play their parts.
Video of the stunt later popped up on YouTube and a number of ad blogs, and Sherlock says its success has caused Windex to consider rolling out similar stunts in other markets later this year. As an alternative campaign, the stunt worked on all the important levels. It was eye-catching, long on imagination and short on cost. "These are simple little initiatives that aren’t expensive and resonate massively," says Sherlock. "All you need are some actors and some suction cups."

More Clever Marketing....
SC Johnson Alleviates 'Window Washing Avoidance Syndrome' Across America: A recent study reveals that 80 percent of homeowners avoid cleaning their outdoor windows - a behavior SC Johnson has identified as Window Washing Avoidance Syndrome (WWAS). The most common WWAS symptom is "window pain," which includes moving outdoor window washing to the bottom of the to-do list because of the time, energy and hassle required to get the job done, combined with lackluster results. The Symptoms Speak for Themselves:
Prior to the development of treatment options, homeowners spoke out about their WWAS symptoms in the Windex(R) Outdoor All-in-One Glass Cleaning Tool Survey. Maybe Next Year - While 72 percent of homeowners think that windows should be cleaned at least a few times per year, only 42 percent say they actually do clean their windows that often. I'd Rather Be... - Almost half of homeowners (48 percent) would rather clean the toilet or shower than clean the outdoor windows. Feeling the Pain - While there are many excuses in the book, 38 percent of homeowners admit they avoid outdoor window cleaning altogether due to the time and effort required. Now, homeowners can enjoy neighborhood bragging rights for the cleanest windows and still have time to lounge by the pool or play with the kids.

Chip Shop Awards Announced

Chips and bottles of vinegar were the most highly coveted accolades at this year’s Chip Shop Awards in Edinburgh last week. Now in its fifth year, the scheme is an industry celebration of all that is innovative, ironic and outlandish in the world of design, advertising and branding. Triumphant winners in categories such as ‘Best Use of Bad Taste’ and ‘Best Use of Frustration’ took home a yellow ‘chip’ trophy, while runners-up got a ‘bottle of vinegar’. The Grand Prix winner was the National Galleries of Scotland, who took home a prestigious ‘blackened chip’ award for its Andy Warhol-inspired decoration of the museum building. Created by the museum’s in-house team, the striking Campbell’s Soup Can columns were installed during its summer exhibition, Andy Warhol: A Celebration of Life and Death.

Presiding over the Chip Shops was design guru Michael Wolff, who gave the chairman’s award to Lake for its postcard created for a window cleaning business, which reads, ‘If you can read this, I’ve done a good job’. Wolff said, 'These awards are about injecting some humour and disrespect into an industry that has the potential to be too elitist, too focused on celebrity.' He also commented on the high quality of the submissions which, he said, were 'a joy to judge'.