I use "proper Cleaning techniques" for the surface and service I am providing. That may be, Pressure Washing, Power Washing, Pressure CLEANING, Soft Washing, Non pressure washing, Non Pressure Cleaning, Roof Cleaning, Roof Washing, House Washing and on and on I could go. When a customer ask me "how much pressure do you use" I know immediately they are worried about either someone damaging there home or building or concrete, or already have. I explain that I use the "proper cleaning techniques" and equipment, for the SURFACE I am cleaning or washing that PREVENTS DAMAGE to the surface but provides utlimate cleaning results. How I clean Brick is totally different than I how clean vinyl or hardi plank siding. How I clean a real dirty driveway or sidewalk is different than how I clean one that is properly maintained.
If I say the term "Soft Wash" the customer looks at me confused and immediately say's, "but I need it pressure washed. I want it cleaned." So I did away with all those terms and just use, proper cleaning technique for the surface of your home, building, deck, sidewalk, driveway, etc. Soft Wash is a great term to throw out there to try and make the customer feel at ease, but they do not recognize it in terms of cleaning the exterior of their home or for cleaning their roof. You would be suprised at what term my customers tell me they used in the search box for finding me for Roof Cleaning. Not once has it been "Soft wash my roof".