2020_PWN_V2_No4_web

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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
Page 1: Sue... A BOY NAMED
Page 5 and 6: 3 1 9 8 9 . 2 0 1 9 THE POWER OF EX
Page 7 and 8: THE PUMP WITH 9 LIVES 10 TH JUST GO
Page 9 and 10: YOUR WORK DOESN’T STOP. NEITHER D
Page 11 and 12: Join forces with the original power
Page 13 and 14: YOUR RELIABLE SUPPLIER FOR THE PRES
Page 16 and 17: INDUSTRY DIRT Upcoming Events A loo
Page 18 and 19: A Strategic Migration Pressure wash
Page 20 and 21: with the marketing of high-powered
Page 22 and 23: Avoiding the Burn How to keep from
Page 24 and 25: A BOY NAMED Sue... What’s in a na
Page 26 and 27: Alternately, you can take more risk
Page 28 and 29: 22 THE MONSTER MASH CATEGORY • Mo
Page 30 and 31: 16 THE "GOING GREAT GUNS” CATEGOR
Page 32 and 33: THE “ MYTHOLOGICAL POWER” CATEG
Page 34 and 35: ACE OF SPRAY 5 • Chicago, Illinoi
Page 36: 3 1 9 8 9 . 2 0 1 9 THE POWER OF EX

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