26. How to Write a Power Statement for your Cleaning Business (and why you need one)

Big news!

I’ve finished the course outline for The Domestic 2 Commercial Cleaning Contracts Roadmap.

You can check it out here:

I’ve started a beta group who will get early access to the course content in return for feedback.

If you want to join the group, email me here or drop me a DM on Twitter with your email address and I’ll add you to the group.

A Power Statement is an invaluable source for creating sales and marketing copy for your cleaning business.

It’s an internal document that summarises the problems your prospects have, how your business solves them and the benefits you provide to clients.

You can use it for social media posts, email campaigns and when you’re on the phone to prospects.

A Power Statement is the answer to an elevator pitch and the value proposition.

I came across the Power Statement in Mike Weinberg’s book “New Sales. Simplified.” and I’ve been using it since.

It’s made up of 5 sections:

Start with a one or two sentence introduction that provides context to your prospects.

“ABC Cleaning Co is the premier cleaning service provider in [Location]. We work with manufacturing and logistics businesses to deliver a fully integrated cleaning solution.”

The transitional phrase sets the stage to grab your prospect’s attention.

It opens the door to share the client issues that your cleaning service addresses.

The transitional phrase starts with your Ideal Client Profile or the position of the key decision maker you’re addressing.

“Regional manufacturing businesses turn to us when…”

“Facilities managers look to us when they…”

Make a list of all the issues, pains and problems that your clients have and how your cleaning service resolves them.

Pick the top five to seven issues your cleaning business addresses.

List them in bullet points and briefly describe each issue with emotionally charged words:

List the services (and products) that your cleaning business provides. Describe them in a few sentences.

Don’t embellish or oversell them.

This is the least compelling part of your Power Statement.

Close your Power Statement with a strong list of reasons why your cleaning business is the best choice to address the client’s pains & problems listed in section 3.

List all the benefits that prospects will experience by working with your business.

“We continue to grow and dominate the manufacturing and logistics space because our cleaning service is different from what you will find in the marketplace…”

Now list the benefits

Now it’s time to start working on your own Power Statement.

Answer the following questions:

Be bold.

Call your top clients and ask them to tell you why they choose your cleaning business, what issues were they looking to address and how have you made their life easier?

Review your marketing material and make a list of the statements or phrases highlighting the issues your cleaning businesses addresses for clients.

Choose the top seven pains, problems and results and include them in your Power Statement.

List all the benefits that your cleaning services provides to clients, and the reasons why you believe your service is better and different from your competition.

Include yourself and the difference you bring to the table for clients.

The easiest section. List all of your services and condense them into 2 or 3 lines to insert between the pains, problems + results and the benefits sections.

Creating a Power Statement for your cleaning business helps to clarify and articulate the reasons why prospects should choose your cleaning service and the benefits they will experience as a result.