19/05/2026
How can the Schlitz beer strategy help you raise prices?
The Schlitz beer strategy is a marketing technique based on the idea that you can differentiate yourself from competitors - and therefore raise your prices - simply by explaining your process in exhaustive detail, even if your competitors perform the same steps.
In the early 20th century, advertiser Claude Hopkins took Schlitz beer to the number one spot not by changing the beer, but by telling customers exactly how it was brewed. Because other brands didn't explain their methods, customers assumed Schlitz's process was unique and superior.
Here is how you can apply this strategy to raise your prices in your carpet cleaning business:
1. Shift from "Commodity" to "Monopoly"
Most carpet cleaners are viewed as a commodity where the service is seen as identical across the board, forcing customers to choose based on the lowest price. By using the Schlitz method, you create a monopoly-like position because your service can no longer be directly compared to others who remain silent about their process.
2. List Every Single Step
To implement this, you should list every part of your cleaning process, including steps that might seem "standard" to you. This could include:
• Specific cleaning steps.
• The details of your unique guarantee.
• Your follow-up procedure with the customer.
• "Extra" services like phoning the next day or removing furniture protection tabs.
3. Build Perceived Value
Price is a positioning statement. And when you provide a detailed explanation of your process, you build perceived value. As the Schlitz example proves, the fact that you are the one explaining the process makes the difference in the customer's mind, allowing you to charge more for what they now perceive as a premium, unique service.
4. Differentiate Through Education
Rather than just "prescribing" a price like a commodity provider, act like a "doctor" by explaining the "diagnosis". Your detailed "treatment" (your process) builds the trust necessary to justify higher rates. Even if your competitors do the same work, the theatre and transparency of your explanation justify the "reassuringly expensive" price point.
