The Money Machines column in last month’s issue included one of the best slogans I’ve seen in the plumbing and drain-cleaning business: “We repair what your husband fixed,” courtesy of John’s Plumbing in Birmingham, Ala.
Well, I like it, anyway, because it brings to mind a family story. My father once tried to fix a drainpipe under the kitchen sink and ended up busting it. He had to call a plumber, of course. But meanwhile, he and my mother got to talking.
Since the plumber was coming, maybe they should just get a new faucet and sink at the same time. And come to think of it, the countertop had seen better days. For that matter, the kitchen was getting crowded, what with all those kids around the table.
Speaking of which, the whole house was getting crowded – a couple more bedrooms couldn’t hurt. And thus began a remodeling project that tripled the size of the upstairs, put on a new back porch, and expanded the kitchen and living room. Man, that do-it-yourself drainpipe job cost a ton of money!
Who remembers?
But I digress. I wonder which plumber my dad decided to call, and why. Probably it was the plumber who attended his church. But it might have been the one whose truck he remembered seeing one day driving to work – the one with the catchy slogan on the side below the company name and number.
A slogan can be a powerful thing. You don’t have to look far for examples. How much business did the Yellow Pages generate with “Let your fingers do the walking”? Or how about Florida orange juice: “It’s not just for breakfast anymore”? Or M&Ms candy: “Melts in your mouth, not in your hand”? Then there’s the ultimate in simplicity: Nike’s “Just do it” and Campbell Soup’s “Mmm Mmm good!”
You get the idea. That’s not to say a small business can’t succeed without a great slogan, but having one surely helps. Think of it. Your company truck goes down a busy street. Hundreds of people may see it. A few will actually look at it. How many of those will remember it? More to the point, how many will remember it well enough to call you next time they bust a drainpipe under the sink?
Your company name and phone number help. Bright colors do, too. But what a difference a few words can make. Which would you be more likely to remember? A truck that says, “John’s Plumbing”? Or one that adds, “We repair what your husband fixed”?
With a great slogan, someone who saw your truck, but forgot your name (which is to say many people) and your phone number (almost everyone) can go to the Yellow Pages and look for that slogan, which they do remember, and which, of course you included in your ad.
What’s your phrase?
If you have a slogan, you are no doubt proud of it. Here’s your invitation to share it with other readers. That’s not so other contractors can rip it off – it’s so that others might be inspired to create great slogans of their own.
Send us your slogan, and better still, add a few words about who came up with it, and how, and a story or two about how it gets you noticed and makes people remember your business. If you like, include a picture or graphic of how you present your slogan on your trucks, on your Web site, and elsewhere.
We’ll publish a selection of the best in a future issue. If we choose yours, you will receive a free Cleaner T-shirt, courtesy of COLE Publishing. I look forward to seeing the words that some of the sharpest creative minds in our industry are using to attract new customers. Just send your submissions to me at editor@cleaner.com.
