I strongly disagree.
A good wrap should NOT have more than 7 words MAX, anything after that the consumer/driver will get BORED. Most people do not care of how big your tool box is, unless it's something they can emotionally relate to. Since carpet cleaning usually attracts more women, they deffinately don't care about how big of a truck you got or if it's the best in the world. When women think about getting their carpets cleaned they are looking for the ease, convinience, safe for the pets/family, how long it will take to dry, and if the men or women getting off the truck is trustworthy or not. It's always nice to have a professional image, and having a nice looking van/truck is beneficial for your company's image.
Most people are not word crazy, meaning they can relate alot more to attention getting visuals, pictures, etc. I am sure we all see dozens and dozens of HVAC white vans with letters out there, much more than carpet cleaning vans these days, and 95% of them just have letters on the sides. Do you remember what each one of those vans said? Probably not. While it's good for businesses to have at least something regardless of your financial or advertising beliefs, a good professional wrap will get you more business than a bad wrap.
Consumers get tired of advertisements 24/7, a good wrap will overcome that by displaying a picture/logo that is recognized in their mind. Advertisers usually refer this to Top of the Mind Awareness. Once that's established, the main advertising/letters will do it's job by providing with what your product does/benefits them.
You don't see the COCA COLA truck(which is 3-6 times the size of our trucks/vans), displaying their full menu item of products and services do ya?
These are some of Coke's products...
Coca-Cola classic
Fanta
Pepe Rico
caffeine-free Coca-Cola classic
Fresca
PowerAde
Diet Coke
Fruitopia
Ramblin’ Root Beer
Caffeine-Free Diet Coke
Hi-C
Santiba
Cherry Coca-Cola
Mello Yello
Surge
Diet Cherry Coca-Cola
Diet Mello Yello
TAB
Sprite
Minute Maid Orange Soft Drink Windchill
Diet Sprite
Mr. Pibb
Minute Maid Premium Orange Juice
Barq’s Root Beer
Diet Mr. Pibb
Minute Maid Premium Juices
Diet Barq’s Root Beer
Nestea Iced Tea
Five Alive
Barq’s Creme Sodas
Cool from Nestea
Bright & Early
Diet Barq’s Creme Sodas
Citra
Bacardi Tropical Fruit Mixers
Other good examples of well done wraps that are NOT WORD CRAZY
We've all heard the old "You can't teach an old dog new tricks"...
At any age, You need the right training, the right information and the right tools.
I rest my case.
Bill Martins