National Clothesline

By Allan Katz

When considering the value of your drycleaning service, perception can be even more important than reality.

For example, a customer might think nothing of spending $30 on a gourmet meal in a fine restaurant, but might balk at buying a self-help book for $20. After the meal, the food is gone, his taste buds no longer tingle with anxious anticipation, while the $20 book may contain one key sentence that could change his life forever.

Edward de Bono, the management consultant who founded the concept of “lateral thinking,” gives a classic example in his article on perceived value.

“In our world, a person who always buys designer label clothes may actually believe that these are better made and that the style is attractive. More often, the person is buying the image of the label and the prestige of being allowed to buy into a more elite group. The confidence that may arise from the flaunting of the designer label is a genuine value that affects the person's behavior and even success. The use of expensive clothing to indicate success to others is also a genuine value. ”

On the other hand people are always looking for “something for nothing.” That’s why the word “free” is the most powerful word in advertising. It’s the reason the internet is so popular, because you can browse anonymously and research any topic or subject absolutely free.

Drycleaning today is really a perception business. Most pressing equipment, solvents, drying methods and packaging are basically the same. What makes one drycleaner successful and another continue to struggle is the alignment of your perceived value with your target market.

Mrs. Consumer initially chooses a drycleaner because it is primarily convenient. If problems creep up and her drycleaner does not make it right to her liking, she will begin to shop for another drycleaner who she perceives will give her the service, quality and convenience she wants. However, this time convenience is not the primary factor: it ’s service and quality.

In a marketing research study my firm conducted for a 12-store drycleaner with four pick up and delivery locations, we found that 36 percent of the respondents said convenience was more important than price. Sixty-seven percent said they went to a particular drycleaner because they offered one day service. A whopping 88 percent patronized this particular drycleaner because they offered the “best quality,” and 67 percent remained loyal because of an established, long-standing relationship “where they know me and take care of me.”

There are ways a drycleaner can begin to establish this long-standing relationship while maintaining high quality and service. One is by increasing the perceived value of your service. I ’m not implying constant discounting or giving away the store. I’m advocating a higher priced strategy that increases perceived value.

At the turn of the last century, Claude Hopkins, the most successful advertising copywriter and strategist of his time, introduced the world to the concept of the free trial. You might think a free trial diminishes your image. But Hopkins proved otherwise. In test after test, the perceived value of the product or service he advertised increased because people felt “if this company is that confident in their service it must be good.”

Today, the fastest, most persuasive way to add perceived value to your service without giving away the store, is through newsletters. The way to establish these long-term relationships is by keeping in constant touch with your customers and giving them something of value, even if its just information. Useful and sometimes humorous information has perceived value. It engages the reader and connects you, the supplier of the good feelings, with your preferred customer.

A classic quotation by Mary Hirsch is “humor is a rubber sword – it allows you to make your point without drawing blood.”

Besides humor, an effective newsletter should contain helpful tips, case studies, employee profiles, news about your company and occasionally a reward for being a preferred customer.

Perceived value is your key to standing out from the crowd and building the vital internal relationships we all need to survive in business today.

Allan J. Katz, aka The Loyalty Coach, helps drycleaners attract new customers and keep them loyal. He is the author of the Ultimate Marketing System for Drycleaners, a complete marketing system for attracting and keeping customers at www.CleanerMarketingResults.com. A free sample of his humorous, helpful, reward-based newsletter is available at www.CleanerMarketingResults.com/newsletter or by calling 1-800-209-9058 ext. 2004.





		Use the rubber sword How to build a lasting relationship


		By Allan Katz When considering the value of your drycleaning service, perception can be even more important than reality. For example, a customer might think nothing of spending $30 on a gourmet meal in a fine restaurant, but might balk at buying a self-help book for $20. After the meal, the food is gone, his taste buds no longer tingle with anxious anticipation, while the $20 book may contain one key sentence that could change his life forever. Edward de Bono, the management consultant who founded the concept of “lateral thinking,” gives a classic example in his article on perceived value. “In our world, a person who always buys designer label clothes may actually believe that these are better made and that the style is attractive. More often, the person is buying the image of the label and the prestige of being allowed to buy into a more elite group. The confidence that may arise from the flaunting of the designer label is a genuine value that affects the person's behavior and even success. The use of expensive clothing to indicate success to others is also a genuine value. ” On the other hand people are always looking for “something for nothing.” That’s why the word “free” is the most powerful word in advertising. It’s the reason the internet is so popular, because you can browse anonymously and research any topic or subject absolutely free. Drycleaning today is really a perception business. Most pressing equipment, solvents, drying methods and packaging are basically the same. What makes one drycleaner successful and another continue to struggle is the alignment of your perceived value with your target market. Mrs. Consumer initially chooses a drycleaner because it is primarily convenient. If problems creep up and her drycleaner does not make it right to her liking, she will begin to shop for another drycleaner who she perceives will give her the service, quality and convenience she wants. However, this time convenience is not the primary factor: it ’s service and quality. In a marketing research study my firm conducted for a 12-store drycleaner with four pick up and delivery locations, we found that 36 percent of the respondents said convenience was more important than price. Sixty-seven percent said they went to a particular drycleaner because they offered one day service. A whopping 88 percent patronized this particular drycleaner because they offered the “best quality,” and 67 percent remained loyal because of an established, long-standing relationship “where they know me and take care of me.” There are ways a drycleaner can begin to establish this long-standing relationship while maintaining high quality and service. One is by increasing the perceived value of your service. I ’m not implying constant discounting or giving away the store. I’m advocating a higher priced strategy that increases perceived value. At the turn of the last century, Claude Hopkins, the most successful advertising copywriter and strategist of his time, introduced the world to the concept of the free trial. You might think a free trial diminishes your image. But Hopkins proved otherwise. In test after test, the perceived value of the product or service he advertised increased because people felt “if this company is that confident in their service it must be good.” Today, the fastest, most persuasive way to add perceived value to your service without giving away the store, is through newsletters. The way to establish these long-term relationships is by keeping in constant touch with your customers and giving them something of value, even if its just information. Useful and sometimes humorous information has perceived value. It engages the reader and connects you, the supplier of the good feelings, with your preferred customer. A classic quotation by Mary Hirsch is “humor is a rubber sword – it allows you to make your point without drawing blood.” Besides humor, an effective newsletter should contain helpful tips, case studies, employee profiles, news about your company and occasionally a reward for being a preferred customer. Perceived value is your key to standing out from the crowd and building the vital internal relationships we all need to survive in business today. Allan J. Katz, aka The Loyalty Coach, helps drycleaners attract new customers and keep them loyal. He is the author of the Ultimate Marketing System for Drycleaners, a complete marketing system for attracting and keeping customers at www.CleanerMarketingResults.com. A free sample of his humorous, helpful, reward-based newsletter is available at www.CleanerMarketingResults.com/newsletter or by calling 1-800-209-9058 ext. 2004.
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Allan J. Katz, aka The Loyalty Coach, helps drycleaners attract new customers and keep them loyal. He is the author of the Ultimate Marketing System for Drycleaners, a complete marketing system for attracting and keeping customers at www.CleanerMarketingResults.com. A free sample of his humorous, helpful, reward-based newsletter is available at www.CleanerMarketingResults.com/newsletter or by calling 1-800-209-9058 ext. 2004.