Advertising is crucial for getting your cleaning business noticed. Before spending any money, define your target market. Focusing your advertising efforts on a specific niche will generate the most qualified leads and new customers.
Start by establishing an advertising budget. A common guideline suggests allocating two to five percent of your projected gross sales to advertising. For example, if you anticipate $150,000 in gross sales, budget $3,000 to $7,500 for advertising. If you’re a startup, you might need a larger initial investment to announce your presence.
Carefully choose your advertising channels. Advertising in national magazines or running TV commercials rarely makes sense for a local cleaning business. These options are expensive and unlikely to reach your target audience effectively. Instead, consider more localized and targeted approaches.
Local newspapers and shoppers offer basic print advertising options. Many successful businesses and products have been launched through print ads. To make your local newspaper ads effective, follow these guidelines:
* **Attract attention:** Your ad must stand out. Use an interesting and visually appealing headline. For larger ads, consider a subhead for additional information.
* **Address reader needs:** Explain how your cleaning service benefits the reader. Announce new products or services, such as a specialized carpet cleaning system that improves cleanliness and health.
* **Communicate your unique selling proposition:** Explain what makes your cleaning business the best choice compared to competitors.
* **Showcase your company’s strengths:** Use testimonials, statistics, and awards to demonstrate your expertise and reliability.
* **Motivate action:** Include a special offer, such as a discount or a bonus like a free bottle of spotting fluid with carpet cleaning.
Many people ignore ads because they lack compelling headlines or visuals. Headlines that promise a benefit are most effective. Look at newspaper and magazine headlines that grab your attention, such as “Save on Closing Costs” or “Get More Miles to the Gallon.” Consider using words like “New,” “Now,” “At Last,” “Warning,” “Introducing,” “Easy,” “Health,” “Save,” “Safety,” “Free,” “Money,” or “Advice.”
Avoid using your business name in the headline, a common mistake for small businesses. Your headline should focus on customer needs, not self-promotion.
Making your ad visually distinct is key. Analyze local papers to identify ads that stand out – reverse print (white on dark background), color ads, or hand-drawn designs. Ads with illustrations, photographs of products, or images of people are often more noticeable.
Before advertising in any medium, request a media kit. These kits provide rate information and demographic data about the publication or radio station, including reader or listener age, income, and other relevant statistics to help you determine if it aligns with your target audience.
If you’re a chamber of commerce member, explore advertising opportunities in their newsletters, member guides, or website. Local newspapers are also valuable, as many businesses read them to stay informed about the community.
Print advertising is a way to increase your cleaning business’s visibility and remind current clients of your services. Advertising is essentially salesmanship, so provide as much information about your services as possible to generate interest. Always include a call to action, telling people how to buy your service, and provide multiple contact methods: phone, email, website, and physical address. Effective advertising will increase inquiries and boost your bottom line.