Advertising your cleaning business effectively will play a major role in your success.
Get it right and you make money, get it wrong and you lose money. The definition of success and failure could not be any clearer.
In an effort to guide you to success, I will touch on four areas that you need to master. Getting it right is not all that hard, so make sure to put these advertising lessons to use in your cleaning business.
Advertising Lesson # 1 – In order for your advertising to be effective, it must provide a clear consumer benefit or solve a problem that the customer is experiencing.
Advertising Lesson # 2 – The benefit or solution offered in lesson # 1 must be desired by the potential customer.
Advertising Lesson # 3 – The service you are offering must be tied directly to the benefit or solution in lesson # 1.
Advertising Lesson # 4 – The benefit or solution you offer must be clearly communicated in your advertising.
So how exactly do you put these tips into play?
Lets create an example to drive the point home. To do so we will create a sales flyer to illustrate the concepts we’re talking about. In order to do that we need to first ask a simple question, one that is key to the whole example.
As a cleaning business, what problems are you solving for the customer?
If you are not sure, just follow my lead on this topic as I will list some common problems our potential customers face. Keep in mind that for our purposes the following issues are related to their CURRENT cleaning company.
- Poor customer service.
- Less than adequate cleaning being performed.
- Bathrooms are dirty.
- Pantries / kitchens in poor shape.
- Non-existent vacuuming.
- Poor dusting being performed.
- High turnover of staff. This results in new unfamiliar faces roaming the halls all the time.
- Theft of property or goods.
- Missed cleaning days.
The list could go on and on, but I’ll stop there. Now we will dig back into the example, so lets return to advertising lesson # 1. It says our advertising must provide a clear benefit or solve a problem.
This means we must pick an issue to solve! The list above has many things to choose from, and we could go in many different directions. But for our purposes lets say it’s dirty bathrooms.
So if we had a flyer that addressed that problem, what would the headline say? How about…
Are Your Office Bathrooms Dirty?
The headline above would be putting us on the right track right? I think so! It raises an issue that the potential customer is concerned with. Remember…the headline is just the first step to getting their attention.
Now lets move onto lesson # 2. It states that the benefit must be desired by the potential customer. Dirty bathrooms seems like a great pick, after all who doesn’t like a clean bathroom? It is also a problem in our industry, so that just solidifies the selection further.
Advertising lesson # 3 states the service you offer must tie in directly. I think we got that licked too! After all you own a cleaning business, and a cleaning businesses job is to tackle dirty bathrooms. So far so good.
Lesson # 4 states you must clearly communicate what you do. Well the sub-headline “Choosing the right cleaning company can solve that problem once and for all” would be a great followup to the main headline. This implies that they have the WRONG cleaning company and encourages them to read more
Now all we need to do is expand on that sub-headline a little bit. We need to list what steps a good cleaning company would take to make sure their clients bathrooms would stay clean all the time.
To do this you may want to utilize some bullet points. This will drive home how a good cleaning company plans on solving this problem of dirty bathrooms. It may look like this:
- We train all employees extensively on cleaning techniques.
- We utilize the best and safest cleaning solutions available.
- We have a 15 point checklist for all bathrooms we service.
The list could go on and on but you get the idea. The point here is to “position” your company as “the only one” who can solve this issue of dirty bathrooms. You just need to think the issue through a little and make sure your plan addresses the concerns of the potential client in a way that makes sense.
No more and no less is required.
To finish out this flyer all we need to do is add our company name and telephone number in big bold letters and easy to read numbers at the bottom.
You may also want to add a special offer at the bottom that says you get 25% off if you act by the end of the month. The ability to be creative is endless. Take a look at the quick example I created below.
Just remember to keep the message simple and clear, just like the advertising lessons indicate. If you can master the four lessons, the sky is the limit for your cleaning business.
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