2020_PWN_V2_No4_web

jvahaly

Sue...

A BOY NAMED


contents

FEATURES

A Boy 24

Named Sue…

What’s in a name? In business,

possibly everything. Our list of

the top 25 most innovative and

memorable company names (or

categories of company names) in

pressure wash in America today.

18

A Strategic Migration

Pressure wash entrepreneurs dream of

finding a “unicorn” employee enabling them

to “get off the truck” to focus on growing

their businesses. Maybe a different approach

can achieve the same results.

22

Avoiding the Burn

How to keep from getting burned

out due to the physical and mental

demands of exterior cleaning.

DEPARTMENTS

4

Belching at the Table

A primer on not becoming so full of yourself

that you lose sight of what our job is, how

to hold yourself accountable to do your job,

and how to measure your own performance.

10

Responsible Marketing

in the Covid Age

Communicating honestly with customers

post-coronavirus about higher standards

around cleanliness is a must these days.

3 Editor’s Letter:

Develop brand appeal…Enter Yeti!

16 Industry Dirt:

A look around the exterior cleaning

world for news and notes of interest

Vol. 2, No. 4, Fall 2020

Publisher: Jackson Vahaly

Editor: Drew Ruble

Design: Katy Barrett-Alley

Pressure Wash News is published 4 times per year and is independently owned by Jackson Vahaly.

All inquiries should be directed to:

Pressure Wash News, 110 Childs Ln. Franklin, TN 37067

jacksonv@pressurewashnews.com

Copyright © 2019 2 Dollar Enterprises/Pressure Wash News. All Rights Reserved.

2 | PRESSURE WASH NEWS | VOL. 2, NO. 4 | FALL 2020


Brand

Appeal

EDITOR’S

NOTE

This edition of PW News has a bit

of fun looking at some of the more

“out there” names being used by

pressure wash companies nationwide

to attract business and remain memorable

in the minds of their clientele.

But your name is not your brand.

Your brand is deeper than a name.

It speaks to who you are, what you

believe, and why you are essential.

Or, practically speaking, why

someone should want to work for

you or hire your business.

Consider Yeti coolers. It really

wasn’t that long ago that this product

first entered the marketplace with a

pretty audacious business model.

A regular cooler at Walmart costs

$30 to $40. Such coolers were essentially

all we as consumers had ever

known. Whether we were tail-gaiting,

travelling, entertaining, or fishing,

we grabbed one of these coolers and

never thought twice about their now

obvious shortcomings.

Yeti coolers, by comparison,

entered the market at the cool cost

of $420. Now you had better have a

fantastic cooler to sell it at that price!

In gulf states, coolers are crucial

to the plight of deep sea fishermen.

Every day, deep sea fishermen load

up with what? (No, not beer…) Ice!

But deep sea fishermen don’t like

to spend their money on ice. Think

about it. How many bags of ice is a

deep sea fisherman going to buy over

a 4-week period with a cheap cooler

that can’t keep the ice in tact? The

answer? A lot.

Enter: Yeti!

You know what a Yeti is right?

It’s the Abominable Snowman! The

supposed ape-like entity taller than an

average human that is said to inhabit

the Himalayan region of Nepal. We

all know the instant we hear the word

Yeti that we are talking about a creature

that lives in really cold places. It

has no problem staying in the cold!

In fact, that is its preferred habitat!

So, the very choice of name of the

company speaks immediately and

intrinsically not only to their brand

but to their values. These are clearly

the cold experts!

Beyond just the name, though, this

whole company and its brand and

values are expressed in story form.

For instance, the Yeti warranty is not

surprisingly printed on the product.

But it isn’t even called a warranty. It’s

called “A Yeti Never Sleeps.”

The company’s tag line? “The

cooler you’ve always wanted, the last

you’ll ever need.”

Here’s more from their website:

“Built for close calls in far-flung

places. Built for tall tales and epic

adventures. Built for finding comfort

well outside comfort zones. Built for

the wild.”

You see, Yeti is branded to tell

a story around a set of core values.

It’s as much about what they say as

how they say it – their emphasis on

how words portray values -- and they

attract people with their message

and their values via their confidence

in their core. They know who they

are and what they stand for!

And it all gets expressed in a small,

four-letter word they call themselves.

Drew Ruble

drewruble@gmail.com

Editor | PW News

VOL. 2, NO. 4 | FALL 2020 | PRESSURE WASH NEWS | 3


Belching

at the Table

A primer on not becoming so full of yourself

that you lose sight of what our job is, how to hold

yourself accountable to do your job, and how to

measure your own performance

[EDITOR’S NOTE:

Chuck Violand founded Violand

Management Associates in 1987

with the objective of helping owners

of small businesses build profitable

businesses for their long-term

professional and personal success.

As an author and popular keynote

speaker, Violand is a respected

authority on entrepreneurial small

businesses, having spent over thirty

years as both a business consultant

and an executive coach. Violand is a

regular contributor to trade journals

and newsletters and is the author of

the popular weekly leadership series

Monday Morning Notes. Violand

Management Associates, LLC is a

consulting firm working internationally

to help entrepreneurial companies

achieve sustained profitable growth.

Visit them at violand.com or contact

them at +1 800 360 3513.]

BY CHUCK VIOLAND

The Oracle of Omaha, Warren

Buffet, Chief Executive of Berkshire

Hathaway, and one of the most

successful and respected investors in

the world, recently wrote an article

about the performance of many

Chief Executive Officers. (If you’re

the owner of a small business, you’re

usually its CEO.)

In the article, Buffet bemoaned

the fact that most CEOs have no

measures by which to hold themselves

accountable. As appealing as

this might sound to some, most of us

need measures to keep us accountable

for delivering the performance

our company is designed to produce.

In a small business, the relationship

between the CEO and his or

her employees or board of advisors

(if there is one) is usually very congenial,

as pointing out the boss’s shortcomings

to their face is dangerous

and therefore rarely done. As Buffet

commented in his article, “Criticism

of the CEO’s performance is often

viewed as the social equivalent of

belching.”

This is especially true when you’re

sitting at the boss’s table. The first

time someone does it, everyone else is

shocked and can only stare in amazement.

They can’t believe it actually

happened. If it happens a second

time, the offender is usually ceremoniously

asked to leave the table.

The same is true with managers

or frontline employees who criticize

their boss directly. Usually they’re

not long for the table. Even if the

offender isn’t asked to leave, being

there can become so intolerable that

they frequently wish they had been

excused.

Few CEOs admit this condition

exists and fewer yet are willing to

freely give up their privileged position

of non-accountability. Why would

they? After all, it’s their company;

it’s their money; it’s their name at the

bottom of the company checks. Why

stir it up when you’ve got a good

thing going, right?

Actually, no, that’s not right.

Eventually, all this non-accountability

catches up with us and our companies.

It shows up as underperformance,

stalled growth, or company

failure—none of which any CEO

worth their salt would accept from

one of their employees. But since we

have no one we’re accountable to,

who’s going to challenge us?

If a company has grown to the

point where it has a board of advisors

to help direct the business, it’s

usually populated with people who

know and like the owner: friends

from church, business advisors,

business colleagues, etc. These are

usually very nice, polite people who

aren’t likely to belch at the CEO’s

table. So, when they feel they must

deliver tough advice, they couch

their comments in “niceness,”

sometimes to the extent where we

completely miss their point. After

all, many of us don’t “get” subtleties.

We need to be hit with a baseball bat

to recognize when someone is trying

to tell us something!

So, if we can’t count on the

people around us to hold us accountable

in spite of all our comments

about open door policies and direct

communication, we’ll need to rely

on a different set of performance

metrics to measure our effectiveness.

Entrepreneurs start businesses for

all sorts of reasons, including being

their own boss and taking charge of

their own destiny. But along with this

independence comes the risk of not

being accountable to anyone other

than ourselves for the performance

of our company ... and that can be a

dangerous place to be.

Having the strength to hold

ourselves accountable to the following

four questions can mean a world of

difference in the performance of our

business.

continued ...

4 | PRESSURE WASH NEWS | VOL. 2, NO. 4 | FALL 2020


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Belching

at the Table

HOW DO PEOPLE

FEEL ABOUT

WORKING AT OUR

COMPANY?

In a broad sense, how’s the

morale at our company? Not how

do WE think it is, but rather, how do

OUR PEOPLE think it is? Do they

enjoy coming to work? Do they enjoy

being around each other?

At first blush, company morale

and having people who look forward

to coming to work may not seem like

the responsibility of the CEO. But

they are. Every CEO is responsible

for the culture of the company and

part of that culture is having people

feeling good about coming to work.

After all, who wants to be part of a

culture where people only show up

for a paycheck or because they can’t

find any place else to work?

As the CEO of our company, we

can measure how well we’re doing by

how enthusiastically our people do

their jobs. We work more productively

when we like what we’re doing and

where we work. So, if our people are

performing their jobs with passion,

that’s great! We should schedule

a party with them to celebrate our

good fortune. It will help everyone

feel even better about where they

work. If they aren’t passionate, then

we should ask for their suggestions

on what we can do to improve the

atmosphere. Our people will probably

have some pretty good ideas.

HOW IS OUR COMPANY

PERFORMING FINANCIALLY?

?

Is our business enjoying sustained

growth that isn’t dependent on windfall

contracts or weather events? Are

our financial margins where they

should be? Are they deep enough to

build cash reserves? How’s cash flow?

Is it healthy?

Like it or not, the CEO is the

person primarily responsible for a

company’s financial performance.

We’re the one who

wanted the ball, now it’s

time to run with it.

If our business is not

performing as well as it should

be, there’s no sense looking for

scapegoats like a bad economy, soft

markets, unmotivated employees,

slow-paying customers, family

members, spouses, or phases of the

moon. Pick up the ball and run with

it. Saying we’re not “a numbers guy”

is no excuse.

On the other hand, if our company

is enjoying superior financial performance

then, again, congratulations.

We can give ourselves a bonus out

of the added profits and consider

sharing some of that bounty with

the hardworking people who were

responsible for helping to produce it.

While the people around us may

be reluctant to belch out loud and tell

us how well they think we’re doing as

the CEO of the company, their inner

drive to perform their job and the

stark reality of financial performance

tell no lies.

As I mentioned earlier, most

CEOs don’t do well with subtleties.

We’re also not good with innuendos,

double entendres, or reading between

the lines. As a result, we don’t recognize

suggestions about how to better

do our jobs when they’re disguised as

polite little burps discretely hidden

in napkins. It usually takes a ‘belchthe-entire-alphabet-in-one-breath’

recital to get our attention,

but by

then it’s

often too late. By asking ourselves the

third of these four questions, we can

avoid a lot of unpleasantness.

ARE THE PEOPLE IN OUR

COMPANY GROWING?

Are our people

getting better at

their jobs? Are

they the kind of

people we’d want

to recruit away

from another

company? Are

other companies

trying to recruit

our people away

from us?

One of a CEO’s

main responsibilities is to

grow our people. This doesn’t mean

the CEO does all the training, but

it’s our job to see that our people are

developed. And not just frontline

employees but everyone throughout

the organization.

As the company grows and the

skills of those in supervisory and

management positions become

more sophisticated, this becomes

more difficult. Often, the technical

skills required for positions like

accounting, sales, administration,

and HR are well beyond those of the

CEO, so outside training resources

are needed.

Too many business owners overly

concern themselves about investing

in training their people only to have

them leave. As my colleague, Bill

Yeadon, likes to say, “What if you

don’t train them and they stay?”

Can you imagine explaining that

philosophy to a customer? “Mrs.

Jones, you’ll be pleased to know that

our employee retention program is

based on investing absolutely nothing

in employee training. This way they

don’t know enough to leave us, and

no other employer wants them.”

TALK ABOUT INSTILLING

CONFIDENCE IN

OUR CUSTOMERS!

“A” employees want to work with

other “A” employees and they challenge

each other to be better at

their jobs. When there are

no other “A” employees

in the company and

they’re forced to

work with “B” and

“C” employees,

they eventually

leave.

In contrast,

“B” employees

prefer working with

“C” employees. This

way the “B’s” don’t feel

threatened by the “C’s,”

but they’re also not challenged to get

better at their job, which can lead

to a downward spiral of employee

competence. Then, rather than

the CEO being able to do what we

should be doing, our time and energy

are consumed trying to make sure

the “B” and “C” employees are

doing their jobs.

Every company is only as good

as the people who work for it. If we,

as the CEO, are struggling to grow

our company, it may be that we don’t

have the right people on board to

help or that we’re not developing the

skills of those we do have.

Taking this premise one step

further reveals that the people in a

company are reflections of the CEO.

So, if we’re not happy with the talent

or performance of the people in

our organization, we need to take a

look at the person who’s ultimately

responsible for filling the seats with

the right people—the CEO.

While CEOs are quick to recognize

stalled sales growth or shrinking

profit margins in our business, too

often we fail to recognize that the

underlying cause of problems like

these could be our own stalled

6 | PRESSURE WASH NEWS | VOL. 2, NO. 4 | FALL 2020


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Belching

at the Table

professional growth. This brings us

to the fourth question we need to ask

ourselves in the quest for personal

accountability.

HOW MUCH ARE WE,

THE CEO, GROWING?

Are we continuing

to develop our own

skills to help us keep

up with an everchanging

workplace

... or have we

started to coast,

figuring that

since we’re the

CEO nobody’s

going to challenge

us? It’s not unusual

for many CEOs to

give up on our own

professional development

long before we decide

to leave our position.

Entrepreneurial companies typically

grow at the pace their owners

grow. When the company’s growth

begins to wane, it frequently has

as much to do with the lack of the

owner’s professional growth as it does

with external influences that might be

affecting the business such as competitors,

the economy, or markets.

If we aren’t able to attract qualified

employees there’s no question

that it may be due in part to low

unemployment in our local market,

if that is indeed a factor in our area.

But it can also be influenced by us

not knowing how to attract qualified

people or how to select the right ones

when we do attract them. It could

also have to do with the fact that the

company isn’t the kind of workplace

that attracts high quality people who

are looking to grow professionally

and build a career.

Having an unattractive place

to work doesn’t have anything to

do with the products we produce

or the services we deliver. All we

need to do is look at the number of

companies that produce what many

would consider unsavory products

and services that seem to attract the

people needed to grow them. Instead,

it may have to do with the culture

we’ve established at our company or

with the opportunities for growth our

company provides to its people.

Becoming better

at selecting the right

people for our business

and creating a workplace

where people

are inspired to do

their best aren’t

skills people

are born with.

Rather, these are

skills we can learn,

and frequently, these

are the areas a CEO

needs to focus on for

our own development.

The same can be said for

financial acumen, communication

skills, conflict resolution, strategic

thinking, or working with managers.

As an entrepreneur, we don’t

usually start our company with the

dream of being the CEO of a large

business. More often than not, we just

end up there; a lot like a dog chasing a

car. Once we catch it, we’re not really

sure what to do with it, and the chase

was a lot more fun than the catch.

Frequently, this leaves us feeling

lonely, overwhelmed, and out of

control of the very company we

started. Trying to outwork these

feelings is usually not a good

strategy. Neither is ignoring them.

Recognizing the pitfalls that can lead

to them can sometimes help. Here

are a couple suggestions.

WE CAN FORGET

WHAT IT’S LIKE

TO BE AN EMPLOYEE.

Some time ago, I was having dinner

with clients and we were discussing their

company. The husband was expressing

frustration with his employees when

his wife made a highly insightful

comment. “It’s been too long since

you’ve been an employee,” she said,

commenting on the fact that it had

become nearly impossible

for her husband to view

business decisions

from an employee’s

perspective.

She was right on

the mark.

When we’ve

owned our own

business for a

long time, or when

we’ve only worked

in a family business, it’s

easy to forget what it’s like

to be an employee in a small company.

We tend to overlook the impact even

seemingly minor decisions regarding

work schedules, compensation, or job

responsibilities can have on our people.

While our decisions might be

based on what we perceive as benefiting

the entire company, we sometimes

need to remind ourselves that

our people are our company.

WE SET OUR

SIGHTS TOO LOW.

Because we operate largely in an

isolated environment it’s easy to fall

into the trap of setting our sights only

on those targets we’re comfortable

hitting. As Buffet says, “The boss

shoots the arrow and then hastily

paints the bull’s eye around the spot

where it lands.”

Sometimes we get lulled into mediocrity

simply by not knowing what’s

possible. Running a mile in less than

four minutes was considered impossible,

even fatal, until Roger Bannister

beat it by six-tenths of a second in

May 1954. Human heart transplants

were also considered impossible until

Dr. Christiaan Barnard successfully

performed the first one in December

1967. Now both feats are considered

commonplace.

The critical question CEOs

should ask ourselves isn’t how well

we’re doing our job. It’s how well are

the best CEOs doing their jobs and

what can we do to perform

better. Roger Bannister

was a world-class runner

and Dr. Barnard was

a highly respected

heart surgeon

BEFORE they

attempted their

“impossible”

feats. What could

we, as CEO,

accomplish if we

set our sights on

the “impossible”?

WE CAN BECOME

ARROGANT.

When things go right, we’re quick

to take the credit, even if we don’t

say it out loud. After all, we’re the

CEO. It’s when things go poorly that

we never seem to be at a loss to point

the blame to other people or outside

influences.

Strengths can become weaknesses

and weaknesses can begin to matter.

The successes that lead to our confidence

can breed arrogance. When

left unchecked, our arrogance can

then threaten our success.

When the people whose paychecks

we sign are reluctant to belch about

our performance as CEO, it isn’t

always because we’re doing a worldclass

job. It may have more to do

with not wanting to threaten the boss

… or their employment. At the end

of the day, regardless of the people

we’ve surrounded ourselves with and

on whose opinions we count, it is our

job to hold ourselves accountable for

our own superior performance.

8 | PRESSURE WASH NEWS | VOL. 2, NO. 4 | FALL 2020


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9/18/2020 3:04:07 PM


Responsible

Marketing in the

Covid Age

Communicating honestly with customers

post-coronavirus about higher standards

around cleanliness is a must these days

The emergence of the novel

coronavirus has brought the cleaning

industry to the forefront of peoples’

minds. Commercial facilities, transit

systems, and homeowners are

cleaning more frequently and thoroughly

to protect employees, patrons,

and loved ones.

The extremely contagious coronavirus,

which causes COVID-19,

has left people searching for answers

and best practices for cleaning and

infection prevention. While there are

still many unknowns surrounding the

virus, one thing is certain: cleaning

will continue to be viewed as essential

for maintaining health and safety.

In this new era, it will be increasingly

important for product manufacturers,

distributors, and building

service contractors (BSCs) to nurture

relationships with customers and

prospects through marketing.

This article is about the progression

of cleanliness from “good enough”

to “must have” and how marketing

professionals in the cleaning industry

will need to approach messaging

moving forward.

Companies that implement

marketing best practices will be better

10 | PRESSURE WASH NEWS | VOL. 2, NO. 4 | FALL 2020

positioned to get their products and

services in the hands of frontline

cleaning professionals who are instrumental

in protecting the public.

A SHIFT

IN MESSAGING

Cleaning is much more than the

visible. It’s what we don’t see that can

be most harmful.

Today’s customers want assurance

that facilities are following cleaning

best practices to keep visitors safe.

This is ushering in a shift from

cleaning for appearance to cleaning

for health, which requires a greater

focus on infection prevention.

Additionally, decisions relative

to commercial cleaning that were

previously made by facility mangers,

in-house cleaning departments, and

procurement departments, may

now be scrutinized more closely,

specifically by the C-suite. After

all, lapses in cleanliness can have a

detrimental impact on employee and

customer safety, brand reputation,

and the bottom line. Leaders will

want greater insight into cleaning

processes and procedures

so they can

guide the business away

from potential risks and

better prepare for scrutiny from

shareholders, customers, partners,

and employees.

With more people now hypersensitive

to cleanliness and disinfection,

purchasing decisions will transition

from price-based to quality based.

This represents a tremendous opportunity

for the cleaning industry, and

makes marketing and communicating

even more important.

Product manufacturers

and distributors will need to

address the following:

■ SUPPLY CHAIN STABILITY:

When an outbreak or pandemic

occurs, facilities need a larger volume

of supplies to meet the demand for

increased cleaning. This pandemic

revealed supply chain shortcomings,

as many manufacturers struggled

to get products and equipment to

customers (1).

In some cases, shortages were

further exacerbated by delays and

surcharges. Moving

forward, it will be

important for manufacturers

and distributors

to communicate how they have overcome

supply chain challenges and

how they intend to make sure essential

solutions are available during

times of need.

■ PRODUCT EFFICACY:

BSCs and facility managers want

to know that products perform as

expected, especially when they’re

faced with product shortages and

may be using an unfamiliar solution.

Manufacturers and distributors

will need to clearly communicate

product efficacy, key features and

benefits. For example, if a disinfectant

or sanitizer meets the Environmental

Protection Agency’s (EPA) criteria

for use against SARS-CoV-2, the

virus that causes COVID-19 (2), this

should be specified for customers.

It’s important to be cautious

about language used in marketing

materials. Using terms like “safer,”

“non-toxic” or even “fragrancefree”

could result in scrutiny from

regulating bodies like the EPA and

continued ...


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– Reserve Your Safety Training Space Now!!

Online Lunch & Learn from 12:00 - 1:00 EST:

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Responsible

Marketing

U.S. Food and Drug Administration

(3). Understanding the approved

language is beneficial when distributing

items like blogs, infographics

and e-newsletters.

Building service contractors

should communicate

the below points:

■ CREDENTIALS:

There will be a greater demand for

cleaning competency post pandemic,

meaning that BSCs will face added

pressure to undergo training through

accredited organizations.

Training and certification ensure

BSCs are implementing proven best

practices and following the proper

protocols, so it’s important to communicate

to customers and prospects your

organization’s knowledge and dedication

to continuous improvement.

■ SAFETY PRECAUTIONS:

Facility managers will rely on BSCs

to take the proper precautions to

uphold safety in their buildings.

For example, BSCs should address

the fact that employees wear personal

protective equipment (PPE) and know

how and when to don and doff PPE

to minimize cross contamination

and the spread of infection. BSCs

should highlight their commitment to

following manufacturers’ instructions

and avoiding mixing chemicals.

Following the pandemic, BSCs

must also address their dedication to

employee wellbeing by outlining their

plans for temporarily removing those

who are sick from the workforce.

■ CLEANING FREQUENCY

AND THOROUGHNESS:

In the wake of the COVID-19

pandemic, organizations have dedicated

more time to cleaning, with

some doing so every half hour (4).

It’s expected that routine cleaning

services will double to ensure all

surfaces are cleaned, sanitized and

disinfected (5).

BSCs should reassure customers

that they can be onsite more regularly

and can train employees on how

to clean in between their visits. Along

with cleaning frequency, BSCs will

need to emphasize the thoroughness

of their services, including how they

clean and which products and tools

they use. BSCs should note that they

clean with EPA-approved products

that inactivate harmful pathogens

and have a reliable stockpile of

necessary solutions to avoid lapses in

cleanliness during critical times.

MARKETING

TACTICS THAT

MAKE A DIFFERENCE

More than ever before, BSCs,

facility managers and leadership

teams are relying on help to understand

what products and equipment

they should use and how to implement

the right processes.

For example, some large hotel

chains are partnering with specific

manufacturers to devise new

cleaning protocols (6),

and others are seeking

accreditation from

trusted groups to implement

performance-based

cleaning, disinfection and

infectious disease prevention

strategies (7).

Marketing professionals should

implement several content

marketing tactics to help

customers navigate this

unchartered territory, including:

■ CASE STUDIES:

Case studies help end users better

understand how your product achieves

a greater clean by highlighting another

organization’s experience.

Focusing the piece on the accomplishments

of a current customer

adds credibility and enables

prospects to envision their own

success through implementation of

your solution.

Make sure to highlight the opportunity

to set the scene and then

discuss how your product functions

and why the customer selected it.

Then, provide the outcome by showcasing

quantitative benefits like cost

savings and increased productivity

and qualitative results like improved

employee engagement and customer

satisfaction. Consider creating both

written and video testimonials to

communicate these stories.

■ SOCIAL MEDIA:

When utilized correctly, social media

can be instrumental in generating

brand awareness, driving website

traffic and increasing sales. At a

time when people are facing many

unknowns, social media is another

avenue for brands to effectively

communicate how they are stepping

up to fight COVID-19.

Many customers are turning to

channels like LinkedIn and Facebook

to get advice from BSCs, manufacturers

and distributors. Thus,

marketers must create purposeful

content that addresses the needs of

the target audience and utilizes the

right platforms to share their updates

and secure engagement.

This content may include checklists,

podcast and webinar recordings,

blogs, and microsites. Develop an

organized content calendar, but be

flexible regarding its execution, as

this crisis has required many brands

to shift their messaging.

For added transparency, make sure

to address customer questions and

concerns in a timely manner. If you

would like to expand the reach of your

messaging, consider investing in sponsored

posts to target distinct audiences.

■ VIDEOS, INFOGRAPHICS

AND TIPS SHEETS:

It’s not enough to simply sell a product.

You must ensure that the end user

understands how best to use the

product to achieve the intended results.

During the pandemic, many

cleaners have had to use products

they’ve never worked with before,

and inadequate training has led

to eye and skin sensitivities and

improper cleaning (8).

Offering materials that

highlight best practices and

potential risks takes some

of the training burden off

the shoulders of facility

managers and BSCs.

How-to videos, instructional

infographics, and

easy-to-understand

tips sheets can all help

continued ...

12 | PRESSURE WASH NEWS | VOL. 2, NO. 4 | FALL 2020


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Responsible

Marketing

alleviate uncertainty around using a

different chemical or type of equipment.

Consider developing materials

in both English and Spanish, and

additional languages for cleaners

based outside of the United States.

■ WHITE PAPERS

AND EBOOKS:

As more businesses prepare to

reopen, facility managers are relying

on experts to provide tips for doing

so safely. Using white papers and

eBooks, marketers can debunk

cleaning and hygiene misconceptions,

clarify unknowns, and highlight best

practices to help facilities improve

cleaning processes and better protect

employees and customers.

White papers and eBooks are

authoritative reports or guides that

concisely inform readers about

complex issues and demonstrate

an organization’s expertise on an

important topic. They are often

used as gated content, requiring

completion of a lead form to gain

access to capture contact information

from prospects. However, providing

ungated access may be the right alternative

approach for your business.

Whichever option you choose,

make sure the piece leads with educational

content rather than focusing on

selling. The goal is to help customers

solve problems by offering easy-to-implement

strategies.

■ E-NEWSLETTERS:

An e-newsletter is an especially great

tool, as it allows marketers to promote

each of the aforementioned types of

content in one place. E-newsletters

should primarily focus on positioning

your organization as a thought leader.

You can accomplish this by sharing

white papers, blogs, articles and infographics

as well as relevant industry

updates. Secondarily, highlight how

your solutions, such as dispensers,

disinfectants, and microfiber cloths,

support cleanliness. Do so by incorporating

videos, case studies and links to

landing pages and spec sheets. Close

with company updates and methods

for connecting to your team, including

phone, email and social media.

In addition to perfecting the design

and the content within the newsletter,

it’s important to decide upon

the frequency with which you’ll send

updates to your customers and prospects.

While the pandemic has encouraged

many marketing departments to

send e-newsletters more regularly, it’s

necessary to be mindful of the impact

of overcommunicating. Determine

what makes the most sense for your

business and your audience.

There are many more tactics to

consider, including blogs, press releases,

bylined articles, webinars, and dedicated

microsites. Whichever strategies

your organization favors, make sure

you are providing clear, concise, and

correct information that will help your

customers improve their businesses.

USING B2C

MESSAGING TO

YOUR ADVANTAGE

As a cleaning product manufacturer,

distributor, or BSC, you are accustomed

to creating messaging geared

to other businesses, which include your

prospects and customers. However,

with many facilities overwhelmed with

the new expectations around cleanliness,

there is also an opportunity to

leverage B2C resources.

This B2C content will be used by

your customers to address key audiences

such as retail shoppers, healthcare

patients, hotel guests, students,

and parents, etc. For example, to help

people feel more at ease about visiting

places like hotels, retail stores, and

restaurants, these businesses need

content like: hand hygiene posters

that remind and instruct customers

how to perform handwashing in

restrooms; videos about the products

being used to clean the facility for

use on Facebook and Instagram; and

FAQ documents that organizations

can add to their websites to address

customers’ questions.

Every customer has different

needs, so ask them what communication

materials will be most helpful.

It might be checklists that customers

use to ensure they’re ready to

return to the facility under its new

guidelines. Or perhaps the business

would prefer a content calendar with

custom images and copy for social

media that addresses their new certifications

and science-based procedure.

The easier that you can make

it for organizations to communicate

their new cleaning strategies along

with health and safety measures to

building occupants and visitors, the

more these customers will view your

company as a trusted partner.

A NEW ERA

OF MARKETING

The “good enough” approach to

cleaning previously focused on doing

more with less, and ensuring a clean

appearance would secure positive

brand recognition and return business.

However, the coronavirus pandemic

has brought about increased awareness

around cleaning and disinfection

as well as hand hygiene and personal

hygiene. Facilities are now shifting

from cleaning for appearance to

cleaning for health, as it is clearer now

that lives are at stake when there are

lapses in cleaning procedures.

Product manufacturers, distributors

and building service contractors

will all have to adjust their

messaging to ensure it aligns with

their customers’ needs and expectations.

Those that follow marketing

best practices will be better able to

capture market share in an increasingly

challenging economy.

ABOUT MULBERRY MARKETING COMMUNICATIONS

Founded in 1995, Mulberry Marketing Communications is a full-service marketing and communications

agency headquartered in London with offices in Chicago and Melbourne. Mulberry specializes in

developing strategic business-to-business campaigns, and offers an array of services, including

strategy and branding, content marketing, public relations, design, video, digital and social media.

For more information, visit www.mulberrymc.com

SOURCES (1) https://hbr.org/2020/03/coronavirus-is-a-wake-up-call-for-supply-chain-management ² https://www.epa.gov/pesticide-registration/list-n-disinfectantsuse-against-sars-cov-2

³ https://www.usatoday.com/story/news/health/2020/01/28/fda-warns-gojo-stop-claiming-purell-eliminates-flu-ebola/4596531002/ 4 https://

thestir.cafemom.com/parenting_news/224228/target-clean-stores-every-half-hour 5 https://www.ctvnews.ca/health/coronavirus/new-normal-this-is-how-covid-19-couldchange-cleaning-forever-1.4884040

6 https://federalnewsnetwork.com/business-news/2020/04/hotels-airbnb-beef-up-cleaning-standards-to-calm-travelers/ 7 https://

www.hyatt.com/info/global-care-and-cleanliness-commitment 8 https://www.nytimes.com/2020/03/18/us/coronavirus-janitors-cleaners.html

reprinted with permission from MulberryMC

14 | PRESSURE WASH NEWS | VOL. 2, NO. 4 | FALL 2020


INDUSTRY

DIRT

Upcoming Events

A look around the cleaning equipment world for news and notes of interest

Send your company news and press releases to drewruble@gmail.com

Bigger and Better

CETA/ JOINT ANNUAL

CONFERENCE 2021

Sept 8-11, 2021

Hyatt Regency New Orleans

These associations are coming together

again for PowerClean 2021. See industry

leading exhibitors, experience equipment

training, attend seminars, network, and

have fun. While both associations will

remain independent and have events

on their own, CETA and PWNA feel that

these two associations can combine

efforts to work towards a common

goal: “Two Teams. One Vision. Advancing

the industry forward.” The Hyatt is

centered downtown near Champions

Square, Smoothie King Center, and

minutes from the historic French Quarter,

Arts District, and Mississippi Riverfront.

If you registered for PowerClean Reno

2020, your registration will carry over to

2021 New Orleans. If you have any

questions, call (800) 393-7962.

CETA 2020 ANNUAL

BUSINESS & MEMBERSHIP

VIRTUAL MEETING

Thursday, Oct 22nd, 2020

11:00 am CT

CETA 2020 ANNUAL

VIRTUAL TECHNICAL

UPDATE

Presented by The CETA Technical

Committee

Thursday, Oct 29th, 2020

11:00 am CT

CETA VIRTUAL TOUR

OF CETA U

Presented by The CETA

University Committee

Thursday, Nov 5th, 2020

11:00 am CT

PWNA REGIONAL TRAINING

& NETWORKING EVENT

Shingle Creek

Jan 21-22, 2021

Orlando, Florida

(register by 12/1/20)

Pleasant Prairie, Wisconsin based

FNA Group announced in July, 2020 the

expansion of their manufacturing and

distribution footprint with a new 400,000

square-foot manufacturing facility in

Mesquite, TX.

Operations at the new Mesquite facility

will focus on consumer and professional

product lines, utilizing improved assembly

line designs, and cutting-edge robotic

technology to maximize efficiency.

Already fully operational, this new

facility provided an estimated 300 jobs

to the Mesquite area. The construction

of the Mesquite facility was part of a

reinvestment and expansion plan that

includes the modernization of the assembly,

fabrication, and paint departments at

FNA’s Decatur, AR location.

According to William Alexander,

FNA’s Executive V.P. of Sales and Marketing,

“Our key goals are to continuously

improve quality, and drive out

waste while increasing productivity and

throughput…This expansion represents

a significant capital investment that reflects

our company’s commitment to

meet the growing demand for innovation

and performance in the pressure washer

and power equipment industries. This

new facility will allow The FNA Group to

grow, adapt, increase our employee talent

base, and better serve our customers.”

Founded by Gus Alexander in 1988,

The FNA Group is a leading manufacturer

of electric and gasoline powered

pressure washers. Throughout its 30-year

history, The FNA Group has experienced

many important milestones including the

acquisition of both the Simpson and Delco

brands in 2006. In addition to the new

Mesquite, TX facility, The FNA Group

currently has state-of-the-art manufacturing

facilities in Pleasant Prairie, WI,

Decatur, AR, Siloam Springs, AR, and

Knoxville, TN.

JOINING THE FIGHT:

FNA Group in July 2020 also announced

the release of the new SIMP-

SON® SM1200 Sanitizing Mister and

Pressure Washing System.

“In the wake of the COVID-19 pandemic,

SIMPSON® and the FNA Group

have stepped up to support a population

in crisis,” the company stated.

Powered by an electric induction motor,

the new machine is designed for indoor

and outdoor use. The SM1200 is both a

mister and pressure washer all in one system.

Switching between misting and pressure

washing modes is accomplished by

adjusting the dual-action metering valve.

When used with a disinfectant like Vital

Oxide® (sold separately), the SM1200 will

deliver a mold and bacteria killing mist for

disinfecting any surface.

“The function of the SM1200 Sanitizing

Mister and Pressure Washing System

is ideal for the times we’re facing,” said

William Alexander, EVP of Sales and

Marketing at the FNA Group. “It provides

effective cleaning performance, and

makes sanitizing very simple. It’s a good fit

for schools, churches, hospitals, industrial

maintenance, parks and recreation workers,

handymen, homeowners, and just

about anyone to use indoors or out.”

The SM1200 features a self-priming

chemical pump, a five-foot chemical hose

and filter assembly, and a dedicated misting

spray gun. The system also includes

a pressure washer spray gun and lance,

an assortment of high-pressure nozzles, a

dedicated soap nozzle, a second quick-detach

mister nozzle, and a non-marking,

kink resistant, 75-foot high-pressure hose.

To tackle larger jobs, SIMPSON® offers

a sold separately three-way adapter

that allows up to three misting spray guns

to be used at once.

The FNA Group acquired both the

SIMPSON® and Delco® brands in

2006. In addition, the FNA Group also

owns and manufactures OEM Technologies,

Powerwasher®, and AAA

brands.

16 | PRESSURE WASH NEWS | VOL. 2, NO. 4 | FALL 2020


Home Service Business Report

In July 2020, Jobber, the leading

provider of job tracking and customer

management software, released

the Home Service Economic

Report: Spring 2020 Edition, which

showcases market trends and insights

pertaining to Home Service

businesses in the first half of 2020.

The report shows resiliency in

revenue growth, employment, and

consumer demand for home service

businesses and outlined a path to

pre-pandemic growth.

Findings within the report were

broken down by the Cleaning,

Green, and Contracting segments –

all of which saw double digit yearover-year

growth in new work scheduled

during the month of June 2020,

an early indicator of the health of

these businesses.

“Although we have not yet seen

the full impact that the COVID-19

pandemic will have on small businesses,

the Home Service category

has already shown great resilience

over this past quarter,” stated Sam

Reeling it in

Fourth-generation family owned

company Hannay Reels is the leading

manufacturer of durable hose and cable

reels for both OEM and aftermarket

applications, offering thousands

of standard models along with a wide

range of custom design capabilities.

In operations since 1933, the company

started when Clifford B. Hannay

was asked by a local kerosene

delivery man to build a unit to pump

fuel directly from his truck to homes

– rather than carrying pails. Word of

Clifford’s new reel spread quickly, requests

started to come in and Clifford

B. Hannay & Son was born.

Today, the company is one of the

largest employers in New York state’s

rural Hilltowns. The company was

profiled extensively in a May 2020

edition of the Altamont Enterprise.

The article detailed how Hannay

Reels had to adjust its operations to

accommodate new health regulations

related to the coronavirus pandemic.

Company’s president, Eric Hannay,

stated in the article that the

company’s “essential” designation by

the state of New York, the layout of

its facility, and a small-business loan

allowed for a level of stability in the

face of uncertainty.

The company operates from a 15-

acre campus on Route 143 in Westerlo,

New York. According to the article,

the company has 157 full-time

employees, roughly 70-percent of

whom work on the “shop floor.” Hannay

operations are spread across approximately

15 buildings with more

than 200,000 square feet of manufacturing

space.

Pillar, CEO and co-founder at Jobber.

“Barring any unforeseen setbacks,

the category is on a strong

path to recovery and, in many industries,

has reached and even exceeded

pre-pandemic growth levels. Our

hope is that the entrepreneurs within

Home Service are feeling some relief

and continue to see improvements in

their business throughout the third

quarter and beyond.”

Jobber’s Home Service Economic

Report is compiled using proprietary

performance data aggregated from

the 90,000+ home service professionals

the platform serves. Category

performance is also compared to the

U.S. GDP and other major categories

for context. A few key findings

from the quarterly report included:

• Recovering from April 2020’s

Low – April was the hardest hit

month, according to nearly all indicators

across all categories. Timed

with a peak in U.S. unemployment

and wide-spread stay-at-home orders,

median revenue for home service

businesses decreased by 15%

year-over-year. However, this rebounded

quickly. Median revenue

for the month of June 2020 was up

8% year-over-year.

• New Work Reaches New High

– In June 2020, new work scheduled

for home service businesses reached

a high for the year with an increase

of 15% year-over-year. The Green

and Contracting segments reached

26% and 14%, respectively. Cleaning

tied its 2020 high from January

2020 with an 11% increase yearover-year.

• No Revenue Loss for Green Industry

– Year-over-year revenue has

shown growth for all months in the

Green segment, except in April 2020,

where it was flat. This segment consists

of lawn care, landscaping, and

other related services that operate in

outdoor environments and are naturally

conducive to social distancing.

To see the full Home Service

Economic Report: Spring 2020 Edition,

visit getjobber.com

Hannay serves critical industries

such as defense, rescue/first responder,

and transportation infrastructure,

making it an essential business in the

eyes of the New York state.

Good

Graffitti

The European Cleaning Journal reported

that cleaners on the London Underground

unwittingly removed a piece of

work by world-renowned graffiti artist

Banksy in July 2020.

The piece, called ‘If You Don't

Mask, You Don't Get,’ was painted inside

a Circle Line service carriage.

A video account shows a man, believed

to be the elusive artist, disguised

as a member of the cleaning staff and

wearing a hazmat suit. He boards the

train and instructs some of the passengers

to move away. He then proceeds to

stencil rats on the inside of a train carriage.

Some rats are wearing face masks

or using them as parachutes. Another

appears to be sneezing, and another is

holding a bottle of hand sanitizer.

But by the time he had posted the

video online, it had already been wiped

away - testament to the speedy work of

the Transport for London cleaning crew.

A spokesman for TfL said: "It was

treated like any other graffiti on the network.

The job of the cleaners is to make

sure the network is clean, especially given

the current climate."

Banksy is an anonymous England-based

street artist, vandal, political

activist, and film director, active

since the 1990s. His satirical street art

and subversive epigrams combine dark

humor with graffiti executed in a distinctive

stenciling technique.

His works of political and social

commentary have been featured on

streets, walls, and bridges throughout

the world. Banksy's work grew out of

the Bristol underground scene, which

involved collaborations between artists

and musicians.

VOL. 2, NO. 4 | FALL 2020 | PRESSURE WASH NEWS | 17


A Strategic

Migration

Pressure wash entrepreneurs dream of finding

a “unicorn” employee enabling them to

“get off the truck” to focus on growing

their businesses. Maybe a different

approach can achieve the same results.

EDITOR’S NOTE:

Brett Arthur grew up in Florida and

possesses a complete understanding

of both the benefits, as well as the

challenges of the annual population

increase caused by Snowbirds. He

works with a lot of business owners to

help find the best PEO to fit their current

needs, working on the business owner’s

behalf to ensure that their workers

compensation and administrative

fees are kept in check and the PEO

honest that they are placed with. Send

him questions regarding scaling your

business, workers compensation, or

human resource concerns whether you

are a current client of his or not.

brett@legacyemployerconcepts.com

www.LegacyEmployerConcepts.com

(813) 460-9166

BY BRETT ARTHUR

The annual Snowbird migration

from Northern states to warmer,

tropical climates annually brings

about many opportunities for

exterior cleaning businesses. Many

Northerners are prepping their

homes to be buttoned up for the

winter until their return next April

or May. For power washing companies

based up North, this brings

the potential for a rush of business,

especially in opulent neighborhoods.

Meanwhile, down South, Floridabased

companies in particular can

expect a different sort of uptick in

business. From short-term rentals,

to purchasing a second home, to

making the transition permanent,

these Snowbirds are cash cows for the

service sector. Florida’s population

swells more than 5% each Snowbird

season, which is great news for pressure

wash companies in the Sunshine

State, where the largest percentage

of exterior cleaning companies exist.

HOA’s and condo associations

have also started prepping for their

impending arrival. Exteriors are

being freshened up by local pressure

Bottom line,

‘tis the season

where there

is a ton of

business to

be had for the

taking.

washing companies, and our friends

over in the landscaping industry. First

impressions go a long way, after all.

Pairing up with a great realtor or

property management company can

dramatically increase the pipeline of

work. Becoming a preferred vendor

can bring a wash of business for

years to come.

Bottom line, ‘tis the season where

there is a ton of business to be had

for the taking.

To be honest, this is where business

growth can ramp up and scale

to an almost overwhelming point.

When this happens, a business

owner’s mind and thoughts usually

turn to hiring more help (a task that

is easier said than done in the service

sector) or burning midnight oil to

both operate the business, document

and manage the business, and pursue

all this opportunity.

In reality, there is another form

of assistance that is available when

scaling is needed – a form of assistance

that perhaps doesn’t immediately

spring to mind. Let me explain.

Dramatic growth is often a

blessing and a curse. What I mean

is that the blessing of more revenue

and jobs can quickly become a curse

if your back-office tasks spin out of

control. And, generally, that is exactly

what happens.

Allow me to paint a mental

picture. Time needed to hire more

people to handle the added workload

takes away from revenue generation.

Then more employees mean more

liability. Liabilities range from brand

representation to human resource

issues. We live in a litigious world

these days. With the power washing

industry being comprised of mostly

blue-collar employees, combined

continued ...

18 | PRESSURE WASH NEWS | VOL. 2, NO. 4 | FALL 2020


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with the marketing of high-powered

personal injury law firms targeting

this specific employee demographic,

your worries are understandably

amplified. Most small employers

find themselves in the uncomfortable

position of either tiptoeing around

HR issues with their employees

or constantly living in fear of the

next workers compensation and

unemployment claim. If you have

previously been just an owner/

operator and exempt from workers

compensation, well, you may soon

find job contracts requiring proof

of coverage. This is also becoming

a more prevalent request these

days. Plus, legal threats aside,

employees cause headaches that

distract from job completion and

revenue generation. It’s almost not

worth it to grow and add employees

(unless you’re lucky enough to find

a unicorn).

Operate the business. Manage

the business. Grow the business.

It’s just too much. But instead of

trying to “get off the truck,” or risk

hiring the wrong person, perhaps

its time to consider partnering with

a professional firm to alleviate the

“managing the business” component

of your operation – specifically HR

and operational concerns (can you

say payroll, worker’s comp, and tax

remission?). After all, was balancing

the books the reason you became an

entrepreneur in the first place?

What many owner/operators

do not realize is that a PEO or

Professional Employer Organization

can help you easily satisfy these

requirements as an owner/operator

or employer. Naturally, owner/operators

already pay income tax. Most

PEO’s are willing to classify owner/

operators in less restrictive and/or

expensive class codes with the understanding

that the owner/operator

is looking to obtain

commercial

contracts in an

effort to grow

his or her business.

Also, part

of the PEO’s

co-employment

model includes

providing you otherwise

tough to find workers compensation

coverage on a pay as you go basis

with no annual premium down

payments or end of year audits. They

will also furnish certificates of insurance

as required by your vendors free

of charge after the first payroll run.

A common misconception about

PEO is that it is more expensive than

doing payroll on your own. This is

largely a play by the standalone

workers compensation markets and

agents against PEO competitors.

The reality is that a direct cost

comparison would reveal administrative

costs from a PEO are not

only in line with their ‘payroll only’

competitors, but in fact exceed them

in service offerings.

Payroll platforms from a PEO are

often more robust and can alleviate

onboarding headaches for small

employers that are often overlooked.

Payroll tax remittance and calculation

can be an intimidating topic and

often misunderstood. PEO’s alleviate

this confusion, but most importantly

take on all the burden of responsibility

with regards to this topic.

In the PEO relationship, the PEO

is responsible for all administrative

tasks. Payroll tax remittance and

calculation falls under this category

so that you as the worksite employer

can breathe a heavy sigh of relief

and focus on revenue generation

knowing that you have a trusted

and accountable partner responsible

for handling your payroll

It is hard

to place a

value on quality

of life and the

mental toll poor

employment

practices can

take on an

employee’s

state of mind.

administration.

These current technology platforms

for client payrolls go as far as

to include client specific onboarding

tutorials for their new hires and any

other custom videos required to be

viewed by new employees during

the completion of their onboarding

process. This helps document

benchmark expectations by the

employer with regards to workplace

safety, employment practices liability

(EPLI), and workplace conduct.

Similar to the administrative

responsibilities

taken on by the PEO

regarding payroll

administration, EPLI

(Employment Practices

Liability Insurance) is

similar in nature. While

not a requirement, most

PEO’s provide EPLI

coverage for their client

companies to protect both

themselves and the client

company. This is an increasingly

valuable tool for small employers

as EPLI claims across our country

continue to grow in both frequency

and severity.

It is hard to place a value on

quality of life and the mental toll

poor employment practices can take

on an employee’s state of mind. As

a result, the values of these claims

are often in excess of $200,000.

Needless to say, having a co-employment

partner with a vested interest in

your success and more often than not

an in-house legal team can quickly

prove its value.

Opportunities to expand your

business are certainly out there,

whether because of Snowbird season

or heightened societal concern about

exterior cleanliness in a Covid Age.

Rather than hire more employees,

stress out your life partner with

administrative duties, stay up nights

and weekends doing paperwork

you don’t understand, or worse yet,

giving away part of your business to

someone who has the administrative

abilities you don’t possess in order

to grow your business, consider

partnering with a support entity

that wants to help you grow without

gutting your business.

20 | PRESSURE WASH NEWS | VOL. 2, NO. 4 | FALL 2020


SUPPORT OUR

ADVERTISERS


Avoiding

the Burn

How to keep from getting burned out due to the

physical and mental demands of exterior cleaning.

EDITOR’S NOTE:

Rob Schruefer is the

owner of On The Spot

Detailing out of Columbia,

Maryland, and proudly serves

on the board of the International

Detailing Association; but

his advice is equally sage

for aspiring pressure wash

business owners.

BY ROB SCHRUEFER

As a successful businessperson, it

can be difficult to keep a work/life

balance in line.

You are successful because you

can keep your head down and work

to complete tasks or goals and keep

your business moving forward.

As important as it is for your business

to progress, it is just as vital to

make sure your home and family life

do not suffer because of it.

Working too hard and for too many

hours on end creates burnout, and a

home life ultimately pays the price.

IRREPLACEABLE AT

WORK - AND AT HOME

I have struggled with finding a

proper work and life balance in the

time I have owned my own detailing

business.

When I was in my 20s, it didn’t

really matter as much. I had no children,

and as long as I had a little

time left for my social life, I had no

complaints.

As I grew older, and my life

changed, it became clear that it would

be difficult to raise a family and put in

the number of hours I was working.

I had my first child, and started to

cut back by only working six days a

week instead of seven.

I would promise my wife that I

would take off at least Saturdays, but

something always came up, and I felt

as though I HAD to be there to solve

any problems that arose.

Then, our second child came

along, and I was still putting in six

long days of work each week. I

wanted to be at home, but I felt as

though I NEEDED to be at work.

It would cause fights at home, and a

feeling of burnout at work.

A TURNING POINT

It was not until my oldest started

to play sports and all of his games

were scheduled on Saturday mornings

that I realized my lifestyle was

going to be a major problem.

My dad had always been at all

of my games and practices growing

up, and I intended to do the same

thing for my kids. Like most things

in life, that was easier said than done

and I had a lot of questions, like

“Who was going to do it if I was not

there?” and “What would happen if

there is a problem?” and, “Will this

be to the detriment of the success of

my business?”

The work/life balance had

reached a tipping point, and if I

wanted my business to truly be

successful, I needed to find a way for

it to operate without me being there

constantly.

I also knew if I wanted to be

happy, I needed to be there for my

family.

HOW I MADE

POSITIVE CHANGES

If you are also sitting on the cusp

of burnout or you are experiencing

an out-of-whack work/life balance,

here are a few things that I implemented

that have worked for me.

HIRING QUALITY

MANAGEMENT

I discovered a while ago that a

great detailer does not always make

for a great manager.

Proper management involves a

skillset that not many detailers have,

such as communication, problem

solving, and customer service skills.

I hired managers from outside

of the detailing world, with real-life

management experience. They were

equipped and trained to understand

the management aspects of the business

and were easily taught what they

needed to know about detailing.

Being able to delegate the work to

someone else freed up an enormous

amount of my time, and greatly

lightened my load.

22 | PRESSURE WASH NEWS | VOL. 2, NO. 4 | FALL 2020


CREATING

PROCEDURES

AND PROCESSES

My company now has an order

and “chain” that problems and issues

follow.

Now, if something escalates

and it gets back to me, it is a pretty

serious situation. Lesser things can be

taken care of by the detailers or the

managers.

By empowering people to solve

their own problems, they not only

took on the responsibility of solving

the problems themselves, but it eventually

got to a point that they felt bad

bringing me things they could not

take care of themselves!

LETTING

GO OF THE REINS

This is always one of the most

difficult things to do for someone who

is used to always being in control.

No one will ever care about the

business as much as you do, but you

can trust people to do their jobs in

the best interest of the company.

I found that once I started to back

off, things actually ran smoother

without me sometimes! I was no

longer there as a fall back or crutch

for people to use -- they were forced

to figure it out themselves.

It did not take long before my

presence was not necessary, and

when I was there, I was able to really

get to work on the business and get

things completed.

FINAL THOUGHT

Remember, there is no perfect

formula to ensure that your business

will run smoothly without you, but

there is a 100 percent chance you will

burn yourself out if you work long

days, and/or six/seven days a week,

without a vacation.

THE DANGER ZONE

Research shows entrepreneurs such as small business owners are more

susceptible to job burnout because they are more passionate about their

work than rank and file employees, and because the risk involved in their

professional pursuits is so high by comparison.

A 2018 Harvard Business Review survey of more than 300 members of

an entrepreneur networking organization that has chapters across the globe

revealed some specifics about what “type” of entrepreneur most commonly

experiences burnout.

✔ 59.6% of respondents were male

✔ the average age was 47.4 years

✔ a range of industries from service to

finance to manufacturing and trade

were represented

✔ 95.6% worked in small businesses

✔ the average tenure as an entrepreneur

was 8.59 years

✔ 25% felt moderately burned out

✔ 3% felt strongly burned out

✔ the majority reported high levels of

job fit (4.26 on a 5-point scale)

✔ entrepreneurs who reported high

scores of “obsessive passion”

for their jobs were far more likely to

say they experienced burnout than

those who reported high scores of

“harmonious” passion

✔ entrepreneurs who were obsessively

passionate about their business

viewed their career as important

because of certain pressures or

outcomes: social acceptance,

status, money, and other

outcomes associated with being an

entrepreneur.

✔ They reported high levels of job fit

(4.5) but also reported having a hard

time paying attention at work; they

were often distracted by thinking

about the roles and responsibilities

they were neglecting (such as family

and staying healthy) because of their

obsessive passion.

✔ they said they couldn’t live without

their work and felt a strong urge to

work in their companies 24/7.

✔ moreover, they felt emotionally

dependent on their work, had

difficulty imagining their lives

without their work, and felt their

mood depended on them being

able to work.

✔ by comparison, entrepreneurs

reporting high levels of

“harmonious” passion reported

experiencing high levels of

concentration, attention, and

absorption during their work.

✔ while these entrepreneurs said they

often felt totally taken by their work,

they also allowed themselves breaks

from it and had more flexibility.

✔ moreover, they felt that their

entrepreneurial career allowed them

to live a variety of memorable

experiences and to reflect on the

qualities they liked about themselves.

✔ overall, they were able to balance

their job with other activities in their

lives without experiencing conflict,

guilt, or negative effects when not

engaging in work.

✔ consequently, they had a

significantly smaller chance of

suffering from feelings of burnout.

VOL. 2, NO. 4 | FALL 2020 | PRESSURE WASH NEWS | 23


A BOY NAMED

Sue...

What’s in a name?

In business, possibly everything.

BY DREW RUBLE

Johnny Cash’s iconic song “A Boy

Named Sue” topped the country music

charts in 1969. More than half a

century later, the song, and phrase, is

still a fixture of American pop culture,

with new references to it ranging from

a children’s cartoon by the name to an

episode of the hit TV program Nashville

where main character Deacon names

his new male puppy “Sue.”

The song was actually written by Shel

Silverstein, a poet, cartoonist, humorist,

and songwriter, who wrote “Sue” after his

male friend Jean Shepherd told him about

all the trauma he experienced during his

childhood by being made fun of for what

other kids considered a “girl’s name.”

At the end of the song, the narrator’s

father explains why exactly he named

his boy Sue.

Son, this world is rough

And if a man’s gonna make

it, he’s gotta be tough

And I knew I wouldn’t

be there to help ya along.

So I give ya that name

and I said goodbye

I knew you’d have

to get tough or die

And it’s the name that

helped to make you strong.

So, what does this have to do with

pressure washing? Well, in business, intentionally

choosing a name for your

company to achieve a specific purpose

in the minds of your potential customers

can be quite important in differentiating

yourself in a crowded market.

Maybe you emphasize clarity and

pick a name that explains exactly what

your business or service is and/or why

people should choose it. It’s a somewhat

cautious but tried and true approach.

24 | PRESSURE WASH NEWS | VOL. 2, NO. 4 | FALL 2020


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Alternately, you can take more risk

and select a name like Amazon.com that

is unique and memorable. Think of the

band the Beatles. What a stupid name,

right? But you won’t soon forget it. And

now the Beatles is as common and normal

a name for people to reference as Kleenex

or Polaroid (which, incidentally, are brand

names, not facial tissue or camera film).

In the final analysis, there’s no tried

or true way to name your business. It

depends mainly on your personal temperament

and style, as well as what you

THE

SPIRIT ANIMALS

• Pink Flamingo Pressure Washing

(Tampa, FL)

• Blue Elephant Pressure Wash

(Altamonte Springs, FL)

• Great White Pressure Washing

(New Port Richey, FL)

• Pink Elephant Power Washing

(Adrian, MI)

• Squid’s Pressure Washing

(Kansas City, MO)

• Beartooth Mobile Wash

(Billings, MT)

• Slick Fox Mobile Pressure Wash

(Memphis, TN)

• Royal Swine Power Wash

(Austin, TX)

• Beaver Power Wash

(Glen Allen, VA)

• Blue Heron Pressure Washing (MULTIPLE:

Richmond, VA and Charleston, SC, among others)

• Bull Blasters Power Washing (Helotes, TX)

• Black Dog Pressure Washing

(Charlotte, NC)

• Dirty Dog Pressure Washing

(Manchester, Kentucky)

• Dirty Duck (MULTIPLE: Slinger,

WI and Columbia, SC, among others)

CATEGORY 25

Who doesn’t love a good animal name? I mean, think about all the professional

sports teams we love and adore. A huge percentage like the Dolphins, the Bulls, the

Blue Jays, and the Grizzlies, as examples, are based on the animal kingdom’s limitless

offerings. Plus, animal names offer up immediate and usually creative logo ideas,

which can be as important as names are for people trying to remember your business.

wish to communicate (or, in the case of

Sue’s fictional father, an outcome you

wish to achieve). Besides, your businesses

success or failure will have far more to

do with your performance and reliability

than your name.

That said, one’s company name can

help distinguish you from the competition

-- and certainly help in branding up

your company in the minds of the general

public looking for exterior cleaning help.

Some people and companies are a bit

more

25

adventurous than others when naming

their company. They seem to be intent

on making sure people don’t forget the

name – even if it is a bit of a risky move.

Brandlance (www.brandlance.com),

a company that specializes in business

name ideas, logo creation, and brand

identity, promises to help start-up and

reincarnated businesses alike “Kill Your

Competitors with a Cool Name!” Naming

experts like those at Brandlance

know choosing a creative company

name can attract more attention to your

business. “Unique and good names with

THE“HOW ‘BOUT

THEM COWBOYS?” CATEGORY

• Texas Outlaws Power Wash (Lubbock, TX)

• Wild West Power Washing (MULTIPLE: Clinton,

UT and Gold Canyon, AR, among other locations)

meaning are remembered easily,” the

company states on its website.

We scoured the country looking for the

most creative, interesting, savvy or thought

provoking names of pressure wash companies

in America. Here, then, in our

own admittedly arbitrarily selected and

arbitrarily ranked manner, are the top 25

most innovative and memorable company

names (or categories of company names)

in pressure wash in America today.

24

The romanticized American West, replete with

its untamed and lawless narrative, is a staple of our nation’s storybook heritage,

and one that conjures immediate mental imagery and childlike amazement.

Especially for companies located out West, such allusions serve their function

well in giving a customer something vivid to remember.

23

CRUDBUSTERS

LEESBURG, VIRGINIA

In the hit song for the 1984 smash cinematic hit “Ghostbusters,” artist Ray

Parker Jr. sang “If there’s something weird and it don’t look good, who you gonna

call?” Well, if that something weird is mold or mildew, “Crudbusters” could be

an appropriate dial-up. Riffing off the rhythm and rhyme of that iconic movie

title, Crudbusters goes a step further and “spookifies” its logo font. The result is

impossible to forget. It simply rolls off the tongue.

26 | PRESSURE WASH NEWS | VOL. 2, NO. 4 | FALL 2020

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22

THE

MONSTER MASH

CATEGORY

• Monster Wash Pressure Cleaning Service

(MULTIPLE: Miami, FL and New York, NY among other locations)

• Green Monster Pressure Washing

(MULTIPLE; Shirley, MA and Wake Forest, NC, among others)

• Dragon Power Washing (North Texas)

You’ve got a big, dirty job. Who or what better than a fictional beast like

a monster or dragon to take care of it? Plus, the words just stick in your

head. And, of course, they offer the perfect start to develop an image/

logo and overall branding enterprise that can elevate you beyond the

standard (functional) competitor names.

20

GREAT SCOTT!

POWER WASHING

WAKE FOREST, NORTH CAROLINA20

“Great Scott!” is an interjection of surprise

or amazement. Popular in the second

half of the 19th century and the early 20th

century, but now considered dated, it nevertheless

would be the kind of expression every

pressure washer would like to hear from

their client after a job is done. Historically

associated with two specific “Scotts”, notably

Scottish author Sir Walter Scott and

somewhat later in the United States, US

general Winfield Scott, this Carolina-based

company is named after its founder, Scott

Broaddus, a professional fireman.

THE

“FREAKS

OF NATURE”

CATEGORY

• Clean Freaks Pressure Washing

[MULTIPLE: including

Savannah, GA, with logo here]

• Neat Freaks Pressure Washing

[MULTIPLE: including Wheeling, IL]

19

THE

“HAVING A BLAST”

CATEGORY

• Faster Blaster (Fort Myers, FL)

• 321 Blast Off Pressure Cleaning

(Satellite Beach, FL)

• Full Blast Pressure Washing

[MULTIPLE: including Springfield, IL,

Carlisle, PA,

Grafton, OH, among others]

• Whatta Blast Power Washing

(Pasadena, MD)

• Master Blaster (Houston, TX)

• Super Blast (Spring Hill, FL)

• It’s a Blast (Lusby, MD)

21

Let’s be honest, I’m a writer/editor, not a pressure wash operator, so I’m

naturally a sucker for anyone wielding a great idiom in a company name. Beyond

my own personal biases, though, businesses get remembered because their names

are witty and clever and fitting to the service they provide. Chances are good that

people in the market to hire a pressure washer are themselves clean or neat freaks

anyway and will identify. Besides, using a common phrase, joke, pun, or play on

words is a savvy ways to make customers laugh or enjoy a moment in their day

every time they see or think of your name.

namelix.com

Namelix is one of numerous

online tools available using

artificial intelligence to create a

short, brandable business names.

TRY IT

IT’S FUN!

Your business name serves essentially as a mini elevator pitch about what

you do and who you are long before you ever even get a chance to speak to

a prospective customer. Talk about a keyword that describe your business!

“Blast” is exactly what you do and what customers want! Plus, the word is

short and simple and will stick in a client’s mind.

28 | PRESSURE WASH NEWS | VOL. 2, NO. 4 | FALL 2020


THE

“HITTING PAY DIRT”

CATEGORY

• Dirtzero (Nixa, MO, but also servicing

all of Missouri and Arkansas, as well

as parts of Oklahoma, Kansas,

Nebraska, Iowa and Tennessee.)

• Dirtless Dave’s (Sarasota, FL)

• See Dirt Run! (Germantown, MD

but also serving log and cedar home

properties in MD, VA, WV, PA,

DE, NJ, and elsewhere)

• Dirt Bully’s Pressure Washing

[MULTIPLE: including Baltimore, MD

and Atlanta, GA (pictured here)]

Let’s face it. What we’re all about is dirt, right? And getting rid of it! These names get straight to

the point. The communicate “you’ve got dirt and we are going to take care of it because we are the

dirt removal experts.” A word like dirt just sticks with you (no pun intended). It’s short and when

enunciated, you just kind of spit it out in a guttural way like, well, a “dirty” word. If any one name

on this list takes in to account what prospective customers have on their minds, it is this.

18 MILDEWCREW

PACOLET, SOUTH CAROLINA

(also servicing most of

17

SC and Eastern NC)

First, a tip of the cap to the former

Mildew Mafia in Milton, Florida, and to

Mold Manglers in Cape Coral, Florida.

MildewCrew is the opposite of a generically

named exterior cleaning service, instead

immediately conveying specialization, its

target (your problem), and with something

“catchy.” It’s highly focused on one narrow

area. It says ‘this small company is a

specialist,’ which is the very reason why your

customer wants you.

The POWER of :

• Increased profits and knowledge through free benchmarking for CETA Members.

• CETA Annual Convention with Tradeshow to socialize, learn and stay informed.

• Certifications for Distributors.

• CPC100 Performance Standard for Manufacturers Equipment.

• Use of CETA Logos, and CPC100 Performance Standards Logo, if certified.

• Access to leasing programs with discounted rates.

• Access to discounted shipping rates.

• Networking potential.

• CETA newsletter - Access and ability to contribute.

• Lost & stolen equipment alerts.

• Scholarships available for CETA member’s family and employees.

• Credit card processing discount program.

• - Education for Distributors.

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Contact the CETA Office today at 800-441-0111,

or visit ceta.org for a Member Application!

The CETA Technical Committee reviews, clarifies and interprets

technical, safety and regulatory issues impacting the pressure

washer industry. Changes the Industry is facing in 2020 and

beyond, changes to the CETA Performance Standard, CETA Prop

65 and deadline on UL60335-2-79. CETA understands the

frustrations its members face when it comes to finding correct

answers. To ease that frustration, members have access to the

Technical Committee. This information is distributed to CETA

members through various ways throughout the year, including:

• Annually revised strategic plans.

• Annual Trade Show meetings.

• Special Member alerts via website postings, email or letters.

• Phone or written correspondence as requested to the CETA office.

• Addresses current issues, such as COVID-19

This is your Industry CETA is working for.

Help support it by becoming

a CETA Member today!

www.ceta.org | 800-441-0111 | info@ceta.org

VOL. 2, NO. 4 | FALL 2020 | PRESSURE WASH NEWS | 29


16

THE

"GOING GREAT GUNS”

CATEGORY

• Big Guns [MULTIPLE: including

San Antonio, TX (pictured here),

Salem, NH, Murrayville, IL,

and Shelbyville, TX, among others]

• Top Gun [MULTIPLE: including

Texas City, City, Mobile, AL, and Nashville, TN, among others]

What’s more American than guns! Especially with a western/cowboy theme?

And given the similarity of power wash wands, it’s a perfect match! Throw in a

Hollywood/jet fighter movie reference and voila! You’ve got yourself a company

name people are not soon to forget!

15

THE

“BATH TIME” CATEGORY

• Mr. Sudsy (Evansville, IN)

• Splish Splash Pow-R-Wash (Wallingford, CT)

• Rub-A-Dub-Dub Cleaning (Gainesville, FL)

• Scrub-A-Dub House Washing (Baton Rouge, LA)

Nothing says “clean” in the minds of the public

quite like a good soapy bath (and don’t forget behind

the ears!). Business names like these give instant clarity to customers as to the

function and intent of the business. Not only are such names fun and memorable

(especially to children of customers) but also lend themselves well to logos,

advertisements, and any other

WASHING14

visual signifier of the company.

ABOUT TIME

PRESSURE

• Atlanta, Georgia (also servicing Atlanta, Alpharetta,

North Georgia, Macon, Forsyth County,

Gwinnett County, Hall County,

Cherokee County, Fulton County,

DeKalb County, Lumpkin County)

What pressure wash company in America hasn’t arrived at a job site, sized

it up from the driveway, and thought “well, it’s about time you did something

about this mess!” The name serves as almost a prod to consumers to consider

their long overdue project/mess cleanup and guiltily pick up the phone!

MRS.

POWERWASH

COLUMBUS, OH

13

A lot of people want to support women-owned businesses. And most of

the clients making decisions about exterior cleaning are the women of the

household who also control the family purse strings. Wielding that perspective,

savvy business owner Ashley Krutko made sure her company name immediately

struck the right chords. Particularly in a male-dominated, blue-collar

field, her business name essentially screams “I am woman, hear me roar!”

Proving that her business is more than just a name, Mrs. Powerwash was

named the #1 pressure washing company in the Columbus, Ohio market by

the Columbus Dispatch in its 2019 “best of…” competition.

12

THE

“SUPERSIZE ME”

CATEGORY

• Fat Boy’s Power Washing (Cape May Court House, NJ)

• Big Slick Pressure Washing (Columbus, OH)

• Big Boyz with Big Toyz Pressure Washing, (Wilmington, North Carolina)

Removing dirt and grime from exterior surfaces is a big job. You need someone

equally “big” to handle such a task. But you also want someone approachable

and down-to-earth to deal with in solving your problem. Enter the big/fat/

hunky boys and their above average guns. They’re clearly big enough, strong

enough, and have the equipment necessary to tackle your dirty job.

ASAP SPOTLESS

RALEIGH, NORTH CAROLINA

(also servicing Cary, Durham, and Chapel Hill)11

In his book Maverick Startup, entrepreneur and author Yanik Silver outlined

seven things to consider when determining a name or new name for

your business. One was “use a name that has meaning to it and conveys a

benefit.” Talk about straight to the point, ASAP Spotless not only tells you

what its going to do and when but in a form that amounts to essentially a

promise. If I’ve got a dirty job I want done, what more could I ask for than

to have it be spotless as soon as possible!

30 | PRESSURE WASH NEWS | VOL. 2, NO. 4 | FALL 2020


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THE “

MYTHOLOGICAL

POWER”

CATEGORY

10

• Poseiden Power Wash

[MULTIPLE: Flint, TX and

Venice, FL, among others]

• Triton [MULTIPLE: Hempstead, NY

(pictured), Chula Vista, CA,

and Broomfield, CO, among others]

• Trident [MULTIPLE: Hilton Head, SC

(pictured), Wilmington, NC,

and Albuqurque, NM, among others]

What better way to name a power wash company than to make a

mythological allusion to the God of the Sea, his son, or their implement?

Poseidon was one of the 12 Olympians in ancient Greek religion

and myth. He was god of the sea, storms, earthquakes and horses. Triton,

also a God, was Poseidon’s son, who lived in a golden palace on the

bottom of the sea. He was often depicted as a merman with the upper

body of a human and the tailed lower body of a fish, and as having a

conch shell he would blow like a trumpet. Last, a Trident is a 3-pronged

spear serving in classical mythology as the attribute of a sea god. They

look a lot like a power wash wand!

9

THE

“MILITARY SALUTE”

CATEGORY

• Hooyah Powerwash (Cary, NC)

• GI Jane Pressure Washing (Garner, NC)

Injecting your business name with a military allusion immediately conveys

to clients that you are a veteran and patriotic, something many or

most people admire and want to support. It speaks to who you are, what

your experience in life has been, and your values. You’re attracting attention

for all the right reasons. Showing such respect for the military isn’t a

marketing ploy, but it doesn’t hurt either!

8 SOFTWASHERZ

• Daphne, Alabama (also servicing Gulf Shores, Orange Beach, Foley, Mobile,

Spanish Fort, and Fairhope)

Brandlance in its “Tips for Creative Business Name Ideas” in 2020, encouraged

misspellings. “If your dream startup name is taken, you could just intentionally misspell

it. Just make sure whatever name comes 7up can be pronounced. Examples of

such businesses names and trade names include Tumblr, which is a blogging app and

Flickr, a photo messaging app.”

THE

“STORY TIME”

CATEGORY

• Little Pressure Washer that Could

(Zephyrhills, FL)

• Moby Deck (Hot Springs, AR)

• Oliver Twist Pressure Cleaning

(Palm Beach Gardens, FL)

• Donald Duck Pressure Washing

(Wachee, FL)

How better to make a company name truly memorable than to riff off of

a pre-existing name or storyline that is already cemented in the minds of the

general public? Something like a great children’s book, an all-time greatest

novel, or an instantly memorable fictional character? Memorable means when

your name is shared through word of mouth, social media, or traditional advertising,

your customers (and potential customers) will be able to immediately

remember your name off the tip of their tongue. Plus, having a name like this

instantly becomes what marketers refer to as a “talker,” meaning its something

friends and family will bring up to each other in casual conversation because it

is a conversation starter, a story, or something unique they haven’t encountered

in their everyday life. Which amounts to free, word-of-mouth advertising!

32 | PRESSURE WASH NEWS | VOL. 2, NO. 4 | FALL 2020


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ACE OF SPRAY

5

• Chicago, Illinois (also serving Milwaukee,

Wisconsin and St. Louis, Missouri)

THE

“NATURAL DISASTER”

CATEGORY

6

• Johnny Tsunami Wash (Seattle, WA and surrounding areas)

• Monsoon Professional Exterior Cleaning (Durham, NC, but

also serving Raleigh, Chapel Hill, and Hillsborough, NC, as well as

Caroline County, VA)

• Hurriclean (Louisville, KY)

Clients don’t want their jobs “kind of ” cleaned. They want them carpet-bombed!

These company names scream “total and complete difference

straight ahead.” To boot, they well exemplify some of the company naming

tricks espoused by Brandlance in their seven “Tips for Creative Business

Name Ideas” in 2020. For instance, according to Brandlace, two-word

combinations or “mashed-up” names where companies bring two words

together to form a brand (think Snapchat, the photo messaging app, Zillow,

the real estate company, or InstaCart, an on-demand grocery service) work

brilliantly. They would no doubt like Hurriclean. Brandlace also likes the

use of first names in company names. “With examples like Alfred, Oscar,

and Lynda.com, giving human first names for businesses is slowly becoming

a popular trend.” Johnny Tsunami fits that bill. Is memorable, and gets

extra credit for rhyming (not to mention portraying a massive water event!)

Riffing off the name and likeness of the top card in the deck, the “Ace

of Spades,” customers can no doubt feel like they are playing their cards

right and dealing with Lady Luck when they call this company for pressure

washing services. The name also (arguably) conjures the iconic Motorhead

classic rock song by the same name. One has to wonder if the company rides

up to the job site with Motorhead’s late, great, growling lead singer Lemme

Kilmister blasting out of the stereo speakers!

Before you register your business name ideas, you

should check if the name is not registered already.

Visit:

www.uspto.gov/trademark

to verify that your name is not

registered already.

34 | PRESSURE WASH NEWS | VOL. 2, NO. 4 | FALL 2020


THE

“YOU MIGHT

BE A REDNECK”

CATEGORY

• Hot as Heck Pressure Washing (Lancaster, PA)

• Get-R-Done Pressure Washing [MULTIPLE:

4

including Guyton, GA and Boise, ID, among others]

• Git ‘R Done [MULTIPLE: including Newport

News, VA, Porter, TX, and Copeland, FL, among others]

Board advisor, CEO, and angel investor Chris Yount recently

wrote an article in Forbes about naming your company. One of

Yount’s rules? Keep it short. “Shorter is always better for memory

retention. Makers of personal digital assistants (such as Alexa

and Siri) understand this concept. The sweet spot seems to be

four-letter words if possible: TiVo, Uber, Zoom, etc.” and another

rule? “Make it memorable.” These redneck-themed companies

have certainly achieved both the short and memorable rules.

No doubt redneck comedian Jeff Foxworthy would agree.

2

MILLERTIME

PRESSURE

WASHING

FT. MYERS, FLORIDA

One of the best-known slogans in advertising history is the tagline “It’s Miller

Time,” popularized in the 1970’s by beer brand Miller High Life. It’s meaning is

essentially that after a long, hard day’s work you come home, grab a Miller Lite

out of the fridge, and enjoy a few cold ones with friends. Riffing on this company

owner’s last name, the business name almost encourages its clients to sit back, relax,

and watch the experts take care of the dirty job at hand.

GRIME

REAPER

HAMPTON ROADS, VIRGINIA1

First off, kudos to the numerous companies nationwide called “Grime

Fighters.” You deserve a tip of the cap and would have earned a spot

on this list had it not been for the duplication. Grime Reaper, however,

goes next level, inferring that not only will your dirty job be defeated and

cleaned, but essentially terminated.

3

HOOSIER HOSERS

• Seymour, Indiana (also servicing Brownstown,

Columbus and surrounding areas)

Setting aside the Canadian slang definition of a hoser as a person who is

considered unintelligent or uncouth, especially a beer-drinking man, the use

of the name here clearly seeks to portray men with water hoses (and an Indiana

spirit) cleaning your dirty property. We grant extra points for alliteration.

VOL. 2, NO. 4 | FALL 2020 | PRESSURE WASH NEWS | 35


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