Understanding MERV Ratings For Air Filters

Taking the Confusion Out of Air Filter Efficiency or What Do They Really Mean When They Say That?

I will try to keep this simple and short so as not to add to some of the confusion over air filter efficiencies. First, I would like to point out that any company that sells an air filter that states an efficiency rating without basing it on a particle size is providing you with basically useless information. For example: an air filter that has a statement reading “this filter will remove up to 95% of all airborne contaminants in your home or office”, doesn’t really tell you anything. Since most of the respirable particles that actually are harmful are usually less than 2 microns in size, don’t you think it would be important to tell you what size particles they actually remove from the air? So, let’s look at this statement again. “95% of all airborne contaminants” sounds pretty good, doesn’t it? Our HEPA air filters remove 99.97% of all airborne contaminants at 0.3 microns and smaller. At first glance these two air filters look similar in capability. But the first air filter provides no particle size range or efficiency based on particle size.

Recently the American Society of Heating Refrigeration and Air Conditioning Engineers (ASHRAE) and the air filter industry have come up with a standardized rating system, based on the European concept, of a MERV rating for each type of air filter. This numbering system makes it easier to evaluate and compare mechanical air filters and will hopefully eliminate some of the confusion regarding the overall effectiveness of any type of a mechanical air filter on removing airborne particulates, especially those that are less than 2 microns in size.

Bbelow you will see the new MERV ratings. This MERV rating chart has the MERV ratings, 1-16 on the left hand column and then there are five other columns showing the average efficiency in microns, average arrestance and the final resistance as measured in inches of water. Most companies that make air filters are now using this MERV rating, so you will see a MERV number on the air filter and perhaps some rated efficiency.

Comparing Various Air Filters to MERV Ratings

  • Throw-Away Fiberglass Media MERV 1 -MERV 4
  • Pleated Media Air Filters 30% ASHRAE MERV 10 – MERV 11
  • Pleated Media Air Filters 65% ASHRAE MERV 13 *
  • (* 65% ASHRAE is about 20% effective on less than 1 micron particles)
  • Pleated Media Air Filters 95% ASHRAE MERV 14

Some of the man-made synthetic media like that used in the 3M Filtrete air filters may be rated MERV 15. However, they hold very little dust and load up quickly and have a relatively high-pressure drop (static pressure) and can affect the performance of the heating / cooling system.

MERV Ratings Comparison Chart

RESPA Air Filter Efficiency – MERV Rating Chart

Series 9000 Dimensions diagram IMPORTANT NOTES:It is important that you select the RESPA Filter that best fits your application.MERV is an acronym for “Minimum Efficiency Reporting Value”. The MERV rating on an air filter describes its efficiency as a means of reducing the level of 3 to 10 micron-sized particles in air which passes through the filter. Higher “MERV” means higher filter efficiency. The purpose of the MERV standard is to permit an “apples to apples” comparison of the filtering efficiency of various air filters. <Read more about MERV and HEPA filter ratings>HEPA air filters are not MERV rated as they exceed the ASHRAE test protocol 52.2 used in determining the MERV ratings. In fact, HEPA air filters are the ONLY mechanical air filters that are tested and certified to meet a specific efficiency at a specific particle size. All HEPA air filters must meet a minimum efficiency of 99.97% at 0.3 microns. <Read more about MERV and HEPA filter ratings>

Comparison of EU Standards to ASHRAE 52.1, 52.2 (MERV Ratings)
Considerable differences exist between filter ratings in North America and Europe. This article helps the reader to understand the differences between ASHREA and EU standards for Filtration. Additional light is shed on the significant differences in the HEPA filtration standards between the US Government and the European standards. This article will help the reader to appreciate the MERV 16 filtration offered by Sy-Klone International. <Read more about European filter standards and how they compare to MERV ratings>

>> Go to RESPA-SD Product Information
>> Go to RESPA-SDX Product Information

Filter Model
European Filter Rating Efficiency Standard 52.5 Minimum
Efficiency Reporting
Value (MERV)
Dust Spot
Arrestance Typical Controlled
Typical Applications and
Typical Air Filter/Cleaner Type
HEPA Filter* 

(FEFF004 for RESPA-SD/SDX)Recommended when the very highest level of filtration is needed, or where HEPA filters are required by regulatory requirements.
n/a n/a n/a 0.30 micron particle size:

All Combustion smoke
Radon Progeny
Sea Salt
Carbon Dust
Orthopedic Surgery
Carcinogenic Materials
>99.97% eff. on .30 pm Particles
MERV 16 Filter*

(FEFF005 for RESPA-SD/SDX)Covers all uses that require up to MERV 16 rating. Recommended for uses where airborne contaminants place operator at risk, including contaminants such as Diesel Particulate Matter and Respirable Silica. We highly recommend this filter as it represents the best mix of high efficiency filtration, operator protection and economy.
EU P3** (~16+) n/a n/a .30-1.0 micron Particle Size

All Bacteria
Most Tobacco Smoke
Proplet Nuceli (Sneeze)
General Surgery
Hospital Inpatient Care
Smoking Lounges
Superior Commercial Buildings
Bag Filter – Nonsupported microfine fiberglass or synthetic media, 12-36 in. deep, 6-12 pocketsBox Filter– Rigid Style Cartridge, Filters 6 to 12″ deep may use
lofted or paper media
16 n/a n/a
15 >95% n/a
14 90-95% >98%
13 89-90% >98%
12 70-75% >95% 1.0-3.0 micron Particle Size:

Legionella Humidifier Dust
Lead Dust
Milled Flour
Auto Emissions
Welding Fumes
Superior Residential
Better Commercial Buildings
Hospital Laboratories
Bag Filter – Nonsupported microfine fiberglass or synthetic media, 12-36 in. deep, 6-12 pocketsBox Filter– Rigid Style Cartridge, Filters 6 to 12″ deep may use
lofted or paper media
11 60-65% >95%
EU P2** 10 50-55% >95%
9 40-45% >90%
MERV 8 Filter*

(FEFF003 for RESPA-SD/SDX)Covers all uses that require up to MERV 8 rating. Recommended for non-human respiratory environments, such as electrical compartments.
8 30-35% >90% 3.0-10.0 micron Particle Size:

Mold Spores
Hair Spray
Fabric Protector
Dusting Aids
Cement Dust
Pudding Mix
Commercial Buildings
Better Residential
Industrial Workplace
Paint Booth Inlet
Pleated Filters – Disposable, extended surface area, thick with cotton-polyester blend media, cardboard frameCartridge Filters– Graded density viscous coated cube or pocket filters, synthetic mediaThrowaway– Disposable
synthetic panel filter.
7 25-30% >90%
6 <20% 85-90%
EU P1** 5 <20% 80-85%
4 <20% 75-80% >10.0 micron Particle Size:

Dust Mites
Sanding Dust
Spray Paint Dust
Textile Fibers
Carpet Fibers
Minimal Filtration
Window A/C Units
Throwaway – Disposable
fiberglass or synthetic panel filter.Washable– Aluminum MeshElectrostatic – Self charging
woven panel filter.
3 <20% 70-75%
2 <20% 65-70%
1 <20% <65%

This is an important chart to keep for future reference in determining the best filter style and type for your specific application. Understand that the higher the MERV rating the greater the resistance or static pressure will be across the filter media. For most HVAC furnace filter applications a MERV 8 and lower since these filters will allow for lower resistance with good filtration of larger particles.  Using the 3M type filtrete filter not recommended for most general duty residential heating/cooling systems. These filters load up very quickly and will actually reduce the HVAC fan performance requiring longer cycles to both heat and cool your home.

Pure Air Systems has been manufacturing commercial grade HEPA and Carbon based air filtration systems since 1985. These units are designed to be used either attached to existing ducted HVAC systems or as stand-alone units. The ability to use a true HEPA filter system ( which would have a MERV rating of 18 if they rated them) in a residential application makes these unit unique in the filter market.

For more information on the complete line of HEPA and Carbon based air filtration systems please go to our website at: www.pureairsystems.com or follow us on Twitter @pureairsystems and like us on Facebook. Of course you can always call us on our toll-free number at: 800-869-8025.

Open Post

Real Dust, Real Filters

There is a visual misconception that happens to most people when it comes to identifying what objects will do them harm. The normal train of thought is…”if I can’t see it, it won’t hurt me.” In essence, nothing could be further from the truth. Tiny, airborne and surface mounted sub-micron sized viruses and bacteria are invisible to the naked eye but can often be deadly to humans. Finely ground dust from any mineral source or pollen, ragweed and grasses range in size from 100 microns down to less than 1 micron in size. You can only see down to about 20 microns with the naked eye.

Ingestion of small amounts of tiny airborne pathogens and allergens over long periods of time can create severe and chronic health issues. And for the under 3 years, over 60 population the ratio of amount inhaled vs time may be shortened dramatically. Of course, for those individuals who are allergy sufferers or have weakened immune systems due to injury or cancer, even small amounts inhaled over a few days can create significant health challenges. While you can’t control the elements of the environment, you can control your personal environment.

Pure Air Systems has been manufacturing commercial grade, certified HEPA and Carbon based air filtration systems since 1985. For over 27 years PAS has provided high performance HEPA systems to reduce and remove these fine, harmful airborne particulate in a wide array of applications. Commercial, institutional, industrial, medical and residential customers around the world have relied on the performance of the PAS HEPA units to help them maintain a clean, healthy environment.

Air filters, the type you put in your heating/cooling air handler system, have been around for over 70 years. Originally made from metal strands they evolved to fiberglass media then cotton and now man made fibers. They became more efficient over time. However, they also became more resistant to air flow and created adverse air flow restriction problems for the heating/cooling systems. In order to actually remove the small, less than 10 micron sized particles with any efficiency ( up to 90% and greater removal) you require a HEPA media filter. The filters used in most HVAC systems today have an efficiency of less than 20% on these smaller, more harmful particles. And, some furnace filters have almost no effectiveness on anything smaller than 20 microns.

There is a reason that hospitals, clean rooms, surgery rooms, optical manufacturers, food processors, micro-chip companies, medical and commercial laboratories and many other environment-critical operations ONLY use HEPA filters or air filtration systems using HEPA filters. General duty air filters, electronic air cleaners and ionizers are basically useless when it comes to actually removing airborne particulate. The only way to deal with real airborne pathogens and allergens is to use HEPA filtration systems. Real Dust, Real Filters.

For more information on the complete line of  PAS HEPA and Carbon based air filtration systems go to our website at: www.pureairsystems.com. You can also follow us on Twitter @pureairsystems or like us on Facebook. Of course you can always call us at: 800-869-8025.

Open Post

A Perfect Addition To Product Line

Most HVAC contractors concentrate on selling, installing and maintaining their line(s) of HVAC systems…be it residential or commercial. For most HVAC contractors the larger portion of their profits come from servicing the heating/cooling units and not the sale of the systems. This is especially true for contractors who do mostly new construction. As a result, HVAC contractors rely heavily on maintenance and accessories to boost their bottom line.

Since all HVAC contractors install some type of air filter or air filtration device along with the heating/cooling system, this product also provides a great addition to their line up as it needs to be replaced and/or cleaned on a regular basis. Filtration is a very important part of the total HVAC system. Without any filtration the dirt and dust from both inside and outside the building or structure would eventually clog up the cooling coils, fan, motor and other air flow sensitive equipment and stop the system from operating. Of course, the other main reason is to keep the indoor environment as clean and healthy as possible.

Pure Air Systems has been manufacturing HEPA and Carbon based fan powered, commercial grade air filtration systems since 1985. These systems are all designed to be either attached to an existing HVAC return air duct system or used as stand alone units. Since it inception, PAS has installed well over 10,000 of its model 600HS unit in homes across the US and Canada. Today, many of the larger homes and offices now use the PAS models 1200HS and 2000HS where larger HVAC systems are employed.

The PAS systems are recognized as providing the best air filtration in homes, offices and commercial operations than any other filtration system on the market today. For HVAC contractors, adding the PAS product line to their product line up. The overall flexibility of these units to be installed with almost any HVAC package in any building structure provides a great advantage for contractors looking for a multi-purpose air filtration system. In addition, these units can all be used to not only filter all the air in the specific indoor environment but also introduce small amounts of outside, filtered fresh air when the application calls for it.

One of the major advantages for HVAC contractors to offer the PAS units is the continued loyalty of their customers to the systems. Once the HEPA units are installed, the vast majority of the customers fall in love with the systems. Fewer allergies, colds and less dusting are primary benefits of the systems. This means the customers want to have the same contractor that installed them come back and service them along with their HVAC system. Over time PAS has found that many end users become more loyal to their air filtration systems than their heating/cooling units.

For more information on the complete line of  PAS HEPA and Carbon systems or to find out how to become a dealer, please go to our website at: www.pureairsystems.com or follow us on Twitter @pureairsystems. Of course you can always call us on our toll-free number at: 800-869-8025.

Open Post

As We Relive Our Lives In What We Tell You

Living in Florida gives you a different perspective on how many of the seniors and active retirees see the world around them. For many of them the new, digitally driven lifestyles of the younger generation seem worlds apart from their storied histories. Some of these individuals had lead remarkable lives, many served in WWII and a large number were immigrants from all four corners of the world.

One of the things this older generation loves is the process of reliving their lives through the stories they tell you. For many of them this is very cathartic. You can see their eyes light up when they take you on one of their journey’s for perhaps the 20th time. There are times, however, when this living in the past process becomes more of an obsession than just a stroll down memory lane.

This same process of remembering the past as a better time often carries over to  how they feel about new technologies and different ways of doing things. There is no doubt that the world has changed dramatically and that advances in technology are difficult for those of us that live with it everyday let alone someone who still uses mail and the land line telephone as their primary communications protocol.

Pure Air Systems has been manufacturing commercial grade, certified HEPA based air filtration systems since 1985. The use of HEPA filters in the residential market was somewhat pioneered by PAS as previously most HEPA filters were used in the commercial and electronics industries. In 1985 few people outside the clean room or government really understood this technology yet it was fast becoming the filtration method of choice for reduction and removal of the small, respirable sized particles ( under 1 micron in size) that could be harmful to humans. Previously, a simple fiberglass or cotton based air filter or furnace filter were the norm. Simple to use, inexpensive and easy to find.

Pure Air Systems has been in business now for over 27 years selling HEPA based air filtration systems to the residential, commercial, institutional, medical and industrial markets. The adaption of this technology by the HVAC industry took many years. The ability to understand the rationale of using a fan powered, HEPA based unit in conjunction with an HVAC system seemed counter intuitive. Yet, today, the coupling of these two systems has become somewhat common place and has proven to be the most effective air filtration protocol for the residential market today.

The commercial and medical markets have always been fans of HEPA systems and in most cases could not operate without them. The need to understand technology and its benefits and features before you pass judgement on it because it looks different than what you are used to is a serious error. The past is the past. Remember the good times but adapt to the future. Resistance, as Darth Vader would say, is futile.

For more information on the complete line o PAS  HEPA and Carbon based air filtration systems please go to our website at: www.pureairsystems.com. Or follow us on Twitter @pureairsystems or on our Facebook page. You can also call us at: 800-869-8025.

Open Post

Extra Virgin Olive Oil

There are times when you really see something for the first time after seeing it over a 1,000 times. You know what I mean. We are blasted by the media with all types of  new terms now common or strange terms now common. Our acceptance of odd terms and crazy  advertising slogans is amazing. We seldom question these terms because we start using them ourselves. The title of this blog is one of them.

So…when can virgin be extra virgin? Can you be extra dead? Things can be extra special, although special is usually good enough for me. I suppose the term extra denotes that something is better than what you can imagine. Again, if I can’t imagine it, how can it be better? Quite the conundrum. Hm..can you have an extra conundrum?… Get the point.

Companies have a habit of trying to out-do their competition by using the word extra to describe how well their product cleans, or the amount of additional service you’ll get by choosing their company or my favorite….NO EXTRA CHARGE.  Which actually means we are over-charging you for the base service but throwing in some other services that we would normally charge for but you think are free when they really aren’t.

Pure Air Systems has been manufacturing commercial grade, certified HEPA based air filtration systems since 1985.  From the beginning the metal framed, high performance HEPA and Carbon based systems were designed for commercial, institutional and industrial applications and have exceeded the performance requirements by our customers.

Using ECM style, digitally controlled motors, that are rated 120/240 volt, 50/60Hz, these systems can and are used around the world in applications as simple as food storage pressurization to portable and stationary surgery suites in second and third world countries.  The ability to use motors up to 1 hp but operate on the electrical usage of a 1/3 hp motor which makes these units inexpensive to operate and maintain.

The PAS HEPA systems range in volume capacity, as measured in cubic feet per minute, from under 50 CFM to 2000 cfm. The variable speed controllers available on all units allow for incremental air volume adjustments in 1% increments to allow for finite control of the HEPA filtered air required for your applications. There are few commercial grade HEPA systems on the market that give you this type of control with a full range of systems.

The new HPS 350 and HPS 500 portable units are fast becoming one of the more popular HEPA units available from Pure Air Systems. These compact, yet powerful, HEPA units have four speed volume control and are only 21 inches long and 13 inches square. They weigh less than 24 lbs.  These new systems can be used stand-alone or even configured in a by-pass mode for use with existing HVAC systems.

For more information on the complete line of HEPA units and their applications, please go to our website at; www.pureairsystems.com. You can also follow us on Twitter @pureairsystems or follow us on our Facebook page at: www.facebook.com/pureairsystems. Of course you can always call us on our toll-free number. 800-869-8025..which by the way is at no extra charge…


Open Post

Running With Scissors

For most children the ability to explore their surroundings  is usually conditional to the restraints put on by  their parents…more often than not, their Mother.  Most children have more energy than they know what to do with and running is one way of using that energy. “Don’t run,” is the most often constraint placed on kids. A large number of accidents occur when children run with abandon. It is, however, more challenging when children run with something sharp in their hands….like scissors.

Telling someone not to do something because it may cause them harm often falls on deaf ears until that person has an unfortunate experience with that specific situation. Learning the hard way is often the only way for some.

For people who have severe allergies or companies and technicians who want to control their environment, the use of sub-standard air filtration systems and devices is not uncommon. The decision, however, to use  a filtration device that will not remove the small, sub-micron sized particles to minimize or reduce the allergy problems is as dangerous as running with scissors. Sooner or later something bad will happen.

Over the counter allergy medicine is at best, psychologically helpful. Most of these are anti-histamines and will provide minimal relief, usually just masking the symptoms. Removal of the allergens or removing yourself from the source of the allergens is the only way to really provide some relief. Just like allowing the child to still hold the scissors but not allow them to run, is only a partial solution to the problem.

General duty air filters that are found in your HVAC return or in your return air grills are good for removing large particles and then only when the air handler fan is running. During the off cycles nothing is being pulled through the filters. It is always best to have your fan setting on the thermostat set on run. While this uses a little more electricity, in the long run it will maintain a more even temperature in all rooms of the home or office and keep the air moving toward and through the air filters. This process alone of running the fan continuously is helpful even if you are using standard air filters.

Pure Air Systems has been manufacturing HEPA and Carbon based air filtration systems since 1985. These commercial grade, certified HEPA systems are used in the residential, commercial, institutional, medical and high-tech manufacturing markets around the world. These systems incorporate some of the most effective and advanced motor and controller devices available on the market today.

Using HEPA filers or HEPA based air filtration systems is still the most effective method of removing the respirable size airborne allergens. The difference in reduction of these particles in using the HEPA filters rather than standard duty air filters is significant. In cases where PAS customers have switched to a HEPA filtration system, over 80% of those with significant allergies found they slept better, had fewer symptoms and needed fewer or no additional allergy medications.

For more information on the complete line of HEPA and Carbon based air filtration systems please go to our website at: www.pureairsystems.com. Or follow us on Twitter: @purairsystems. You can also reach us on our toll-free number. 800-869-8025.

Open Post

Dial “H” For HEPA

In 1954 Alfred Hitchcock directed the movie “Dial M For Murder” starring Ray Miland, Grace Kelly and Robert Cummings.  The story is about a husband who carefully plans to have his wife murdered. If the plot goes as planned the wife is gone and the husband is never suspected. As with many ideas, controlling all aspects of the concept often is seldom accomplished.

In the world where air pollution and airborne contaminants are a common occurrence, it is interesting to see how many individuals, maintenance companies, contractors and IAQ professionals under estimate the ability to control the levels of these contaminants. The initial plan often include using the least expensive filters or filtration device as many mistakenly believe one type of air filter is as good as another. This is seldom true.

One of the common mistakes is to only look at the particles we can see with the naked eye as the harmful contaminants. The irony is that particles you can see with the naked eye are about 20 microns or larger. Most of the particles that are harmful or that are aspirated into the lungs are less than 10 microns in size. These tiny particles are not easily trapped in general duty filter media, which are typically the type used when attempting to provide a cleaner environment.

Most HVAC systems use filter racks located in return air grills. These are normally the place for standard pleated media or ring panel filters and typically have a low MERV rating. (usually  MERV 5 to 7) These air filters will capture almost all of the 20 micron particles but their efficiency drops off dramatically as the size of the particles gets smaller. The other variable to take into consideration is the resistance of the filters relative to their overall efficiency.

The standard air filters used in most HVAC systems have a lower efficiency but also a lower pressure drop or resistance. This is important in the scheme of things as putting in a more resistant filter would reduce the air flow. On the up side though, they would be more effective in removing the harmful airborne contaminants.

HEPA filters are extremely effective at removing very high percentages of extremely small particles, those particles that are truly harmful. Their standard efficiency is 99.97% at o.3 microns. For comparison, the standard air filters used in most HVAC systems are approximately 15% to 20% effective at removing these tiny particles and that only takes place close to the time they have to be replaced.

Because of the design of HEPA filters, they are normally part of a system or package that also includes another blower/motor assembly to assist in moving the air across the HEPA as well as picking up the additional resistance across the filter. For this reason most HEPA filter systems are attached in a partial bypass mode to the HVAC ducting systems so no additional resistance is added to the entire air handling unit.

Pure Air Systems has been making HEPA and Carbon based air filtration systems for over 26 years. They have a HEPA system that will work for any type of environment and any kind of HVAC system. Even for areas where no ventilation systems exist. For more information on their complete line of HEPA and Carbon based units please go to their website at: www.pureairsystems.com or on Twitter @pureairsystems. You can also call them on their toll free line. 800-869-8025.

Open Post

There Is No Box

For the past 20 years or so the term “thinking outside the box” has become ubiquitous in the meeting rooms of most corporations, small businesses, schools and universities. Most of the time it refers to thinking differently or looking at a problem from a totally different angle or point of view. Like many terms that have a unique beginning and meaning but through over use become less relevant, like “paradigm shift,” thinking outside the box is quickly following that path.

The question then is what is the next step in thought process beyond “outside the box?” The title of this blog would indicate  that we eliminate the box altogether. If that is the case then what do we call this new form of thought process if there is no box? How about “augmented reality” or “augmented thinking?”  Does it matter? How about just listening to your customers and providing the type of products and services they want and need?

If you look at the list of companies that are still in business after 25 years you realize they have done something right to be around that long. Consistently performing up to and often exceeding customers needs would be one really important part of this “longevity” equation. After all, it is difficult to be in business long term without having repeat business and a constant stream of new business. It isn’t luck….its listening.

Today, your customers have a multitude of methods of providing you feedback on your products and service. All too often we get caught up in our own success and forget that the reason for the constant stream of customers is our ability to get it right 99% of the time. When we take that for granted everyone loses. With the tremendous impact of “social media” in our society, there is no reason you should not have a pulse on the buying tendencies of your target market. You mess up they will tell you and 500 of their closest friends. Of course, when you get it right….the message is also relayed to their followers. Instantly.

Pure Air Systems has been in business since 1985. For over 26 years it has been providing some of the highest quality, best performing HEPA and Carbon based air filtration systems in the world. The PAS systems use the most advanced digitally controlled, ECM motor systems available along with commercial grade, certified HEPA filters and carbon media housed in heavy gauge, powder coated steel enclosures.

In 1995 Pure Air Systems developed its first website. Shortly thereafter an email system was introduced and then eventually a Facebook and Twitter account along with this blog were added. Customers have the ability to ask specific questions about their individual IAQ problems and convey their feedback on any aspect of the PAS products or their performance, using any of the aforementioned social media programs.

Customers will tell you what they need and expect from your company. You need to have a process in place to evaluate their current needs and ascertain if you can meet them or need to modify, change or alter your current product and service programs to accommodate their current and future needs. Pure Air Systems does.

For more information on the complete line of HEPA and Carbon based air filtration systems available please go to our website at: www.pureairsystems.com or follow us on Twitter @purairsystems or Facebook at. pureairsystems. Of course you can always call us on our toll-free line: 800-869-8025.

Open Post

Fish Or Get Off The Pot

Don’t you just hate it when someone is trying to make an important point and they use the wrong phrase or terminology and the whole conversation goes down the drain. Using mixed metaphors can do that to you. Once you do it, you lose all credibility. It’s happened to me and I’m sure on occasion it has happened to you.

Giving a presentation on your company’s product or service in front of an audience, whether it’s 3 people or 30, requires some preparation and practice along with a great power point presentation. Without the practice or the right tools the entire message can get lost in the shuffle. So to speak.

I think you get my point. Getting the correct information in the correct manner and style appropriate for your audience is critical to making a lasting impression. But more importantly, when you have a captive audience full of potential buyers you need to nail it. After all, in today’s difficult economic climate, you need all the new business you can get because it’s a jungle out there.

When writing the text for the Pure Air Systems website, it was decided that the material would be geared more toward education and indoctrination of all things “air filtration” and “IAQ,” rather than a “let me tell you what I’m going to do,” sales type pitch. The current website is a direct result of that process. Don’t get me wrong, it didn’t start out that way. But this is now the 7th iteration of the site and  all the changes were made as a direct result of customer feedback.

When dealing with technical terms and products, it is important to look at your audience as novices when it comes to your particular product or service. Just because someone uses a similar product or service doesn’t necessarily mean they actually understand how it works or why it works.  And, if they don’t understand the basics they can easily be swayed into buying some other product that claims to be as good or better than yours but is less expensive. Education is the key.

When you go to the Pure Air Systems website you will find an easily navigable site, with tabs that indicate exactly what they are and the information under the tabs is in sync with the tab names. Additionally, the information in the “Pure Air University” section is specifically written for the laymen as well as the knowledgeable. It doesn’t get any better than that.

So, if you are at wits end, and you want information that separates the men from the boys, the wheat from the chaff, and puts you in a better light, then go to our website for information on the best HEPA air filtration systems on the planet. You’ll be glad you did. Find us at: www.pureairsystems.com. Or call us at: 800-869-8025. Thanks a bunch!

Open Post

Willie Make It…Betty Won’t

“Play on words” has been a popular tool of writers and journalists since newspapers were in print. The title of this blog, for example, is taken from some family get together’s when I was a young man. It seems there were a lot of what I call “goofy” phrases used in the early 50’s. This title is one of them. Maybe you have seen it before ….or heard it used. In either case use of this type of phrasing is a great way to get attention from readers.

In today’s world the vast majority of people get all their information, books, classes and social interaction online. The ability to capture your attention has never been more demanding. Getting someone to read something  for more than 8 seconds is now considered a real coup…and if you can get them to read your entire article, blog or product description you are in rare company.

Telling stories and providing helpful, insightful information seems to be one way to get people to view your material. It is for this reason that many companies now incorporate blogs into their websites, like this one, to provide updated and topical data to the market.

Pure Air Systems has published over 150 blogs in the past two years. Over time the number of people reading the blogs has increased dramatically. But most importantly the blogs provide topical information as well as directing potential customers to our website. This is important as all of the technical and operational information about our HEPA and Carbon based air filtration systems are found there. Whether you are a contractor, end user or engineer, the data you need is located on the website.

In addition to the blogs, a special section on our website is designed to provide general information on all aspects of air filtration, indoor air quality, heating/cooling systems and ventilation. We call it “Pure Air University.”  We believe it is important to offer some basic knowledge on all things IAQ so that the public has the ability to make an informed decision when selecting an air filtration system. The information provided through this section is not designed to sell but rather designed to tell.

After being in business for over 25 years, you learn a lot about what information is important to potential customers. They have seen the hyped marketing materials from many of the companies that sell air filtration or air purifier systems. Many of those companies that sold “gimmick” based technology are no longer in business. It seems no matter what you say or how you say it…performance is the only viable marketing tool. We know this and that is why we are still here. Our systems perform as promised…period. No play on words needed.

For more information on our complete product line please go to our website at: www.pureairsystems.com.  Or call us at: 800-869-8025.

Open Post