How Can Your Name Get Your Dry Cleaners New Customers?

Sat, Jul 23, 2011

Dry Cleaning Marketing

Are you thinking about changing your name? Or are you starting a route business and want to name it? Or like me, changing everything to maximize personality marketing and search engine marketing (see this stuff towards the end of this post, you’ll love it)?

With everything I’ve learned in my 31 years of starting and running 33 businesses, I know one thing for sure…your name should not be confusing to your potential customers. It should not be cute. It should not make them wonder what you do. In this fast paced society we live in today, people don’t have or won’t take the time to try to figure out what you do because you think it’s clever or cute.

Make your dry cleaners name simple so that they know EXACTLY what you do.

My new dry cleaners is going to be named, “Greg’s Green Dry Cleaners” or if it wasn’t green, it would be “Greg’s Dry Cleaners.” The name of my dry cleaners now is “Colosi’s Cleaners.” I did a survey after 5 years in business and gave my customers five choices on what they thought should be my business and it unanimously came back, “Greg’s Dry Cleaners.” I never changed it back then, but now I’m finally going to.

Let’s dissect the new name for my dry cleaners:

Greg’s: My potential customers don’t have to guess who’s running the show. I am. They know that some guy named Greg is making sure that their dry cleaning is going to turn out just fine. If it doesn’t, they can always go to Greg and find out why. And because I’m using my name, I can use “personality marketing” in all my campaigns with new and existing customers. I want my customers to feel like they know me. I want them to tell their family, friends and neighbors to use me because this guy is cool and he knows what he’s doing.

Don’t use your dogs name. Don’t use your kid’s name. Don’t use a made up name. Use your name. Your picture is going to be on everything and you want your potential customers and your customers to know who they are dealing with.

Green: I don’t think they think this is my favorite color. They know that I’m an environmentally friendly company and if that’s their thing, I’m their dry cleaner.

And the last part is “Dry Cleaners”: There is no doubt that I’m a dry cleaner. I make this very clear. Even though it’s wet cleaning, the phrase dry cleaners in my name leaves no doubt what kind of business I am. You must have the phrase dry cleaners or dry cleaning in your name. “Cleaners” is not good enough. You could be a house cleaner for all they know.

In most markets, the phrase or keyword, “dry cleaners” is better than the phrase “dry cleaning” in your name.

Why?

And I bet no one else has ever told you this. It’s because of the search engines and Google Places (Google Places is the new local organic results.) If you don’t have Google Places set up, you will never rank in Google’s organic searches, which is 75% of all search traffic.

So having the keyword phrase, “dry cleaners” in your domain name or URL is a must. If you don’t have it in your domain name, you’re throwing new customers out the door. Just by having it in your url (or domain name), your will get your listing at the top of page one on Google and the other search engines. “Dry cleaners” is the #1 term that is typed into the search engines–“dry cleaning” is the #2 search term that is typed in. When someone is looking for a dry cleaner in your town, they type in some like this: “dry cleaners your town your state” or they type in “dry cleaners your zip code.”

So it looks something like this: “dry cleaners pittsford ny” or “dry cleaners 14534.” The second most common search term is “dry cleaning your town your state” or “dry cleaning your zip code.”

Do you get this? This is big.

What if you don’t want to change your name yet and you want to take advantage of this Google Places and search engine stuff, can you still do it? Yes you can. Your domain name for search purposes only does not have to be your name. I have a website going up that’s PittsfordNYDryCleaners.com and DryCleaners14534.com.

And how do you do that? Go here and find out: http://nodoorknockingroutemagic.com/dry-cleaner-website/

So, in my new name, “Greg’s Green Dry Cleaners” covers it all. In this simple name, your potential customers and the search engines will know exactly who your are and what you do. Do not overestimate the importance of picking a simple name that says it all.

If you want to find out more about setting up a website to get lots of traffic, go here: http://nodoorknockingroutemagic.com/dry-cleaner-website/

13 Responses to “How Can Your Name Get Your Dry Cleaners New Customers?”

  1. Adedoyin Says:

    Hi, Mr Greg, thanks a lot!!!,you are wonderful.what do you think about my dry cleaning name”PLATINUM DELIGHT CLEANER’S”?

  2. Greg Says:

    Sounds great, but it does not meet the criteria I just talked about. If it’s new, I’d change it to “YourFirstName Dry Cleaners.” Or if your name is foreign to us Amercians, use your American name. Lots of people from other country’s do that. Thanks for your comment.

  3. Sparkle Says:

    Hi there. I was so happy to read your article as it brought up a couple of points I hadn’t thought about. So, I would like to ask you about your marketing materials. Do you use paper or just Internet, TV, radio? Also, I was thinking of using Sparkle Dry Cleaners or Sparkling Clean Dry Cleaners. What do you think about that?

  4. Felipe Says:

    If you are really having a difficult time walking away from a website name that has special attachments, you might want to then also choose another simple website name that conveys who you are, and what you do! Then have that site re-directed to your emotional attached web site name. What are your thoughts Greg on this?

  5. Greg Says:

    Felipe,

    The most important thing that a website must do is get listed in the first 3 listings on Google and the other search engines. The first thing is the name of the website, or the URL or the domain name. If your business is primarily dry cleaning, then the top keyword is “dry cleaners.” The second is “dry cleaning.” And the third is “dry cleaner.”

    So your URL should look something like this: drycleanersyourtownyourstateyourzip.com

    One of mine is DryCleanersPittsfordNY14534.com

    People search dry cleaners and then some information on where they live. If they’re using a Smartphone, they’ll probably only put in a zip code. If they’re at their computer, they might just put in the town and state.

    I hope this helped.

  6. Greg Says:

    Felipe,

    The most important thing that a website must do is get listed in the first 3 listings on Google and the other search engines. The first thing is the name of the website, or the URL or the domain name. If your business is primarily dry cleaning, then the top keyword is “dry cleaners.” The second is “dry cleaning.” And the third is “dry cleaner.”

    So your URL should look something like this: drycleanersyourtownyourstateyourzip.com

    One of mine is DryCleanersPittsfordNY14534.com

    People search dry cleaners and then some information on where they live. If they’re using a Smartphone, they’ll probably only put in a zip code. If they’re at their computer, they might just put in the town and state.

    I hope this helped.

  7. Greg Says:

    Either name is fine as long as you have “dry cleaners” in it. It’s the most searched term when someone is looking for a dry cleaners.

    We use direct marketing. Mostly sales letters along with bag drops and the Internet.

    I hope this helped.

  8. Melissa Says:

    Do you own a dry cleaning store, or are you strictly a route guy contracting to a plant? I am just starting up and am working on the name. I don’t own a plant – just looking to build a route. Is using ‘dry cleaners’ in the name still the right decision even though I don’t actually do the cleaning?

    Thanks.

    Your site is great!

  9. Greg Says:

    Melissa–I DON’T own a plant. I contract it out. And yes, I still think it’s a great idea. You will suffer a little on the quality, but if you watch it by tagging in the clothes yourself (or one of your people), your quality will be almost as good. I hope this helped. Good luck with your start up! And remember this, the business part is easy, the getting customers part is hard.

  10. Audu Imonikhe Says:

    Hi Greg,I am a Nigerian and my name is Audu Imonikhe, I am initiating an idea to start up a dry cleaning business in my country which is different from your environment. How can I apply your principles? How do I start? I do not have the initial experience and capital to start up. Also considering my native names which might not look appealing to customers, how do I name it and how do I start without capital. Thanks

  11. Greg Says:

    Audu–You’ve got some loaded questions. I actually started without any money. I made a deal with a local cleaner and then went out and started knocking on doors. I made up some brochures and passed them out. I got my first 300 customers knocking on doors. I don’t knock now. I use my no door knocking system. I hope this helped. Oh, on your name. Come up with a name that is acceptable to the culture of people you are doing the dry cleaning for. Lots of foreigners in the US use American names. Emmanul, one of my members uses “Mike”. That should do the trick. You’ve got to adapt when you’re in business.

  12. joe Says:

    Hi Greg, my partner and I opened up a business a little over a year ago. The name of our business is “Get the FUNK out” Laundry & Drycleaning center. Would this work for us?

  13. Greg Says:

    Who knows? Maybe. Or maybe not. I think it’ll hit home with your younger audience, but over time it will be dated. I like more descriptive and personal names–something like…”Joe’s Laundromat.” Just my opinion. I like that it’s different. Good luck.


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