Episode 1182 – Get Inside Your Client's Head: Unlocking the Secret to Better Ads
Know Your Customers: The Key to Effective Marketing
Mike Campion and Jackson Pinkoski jumped into a crucial conversation about understanding where to market your cleaning business. Too often, cleaning business owners focus on themselves—what they think is great about their service—rather than what the customer really wants. Mike reminded everyone that it’s not about how “green” or “cheap” you are. It’s about solving your customer’s problem. To do that, you have to be where they are, not where you feel comfortable advertising.
Residential vs. Commercial: Two Different Beasts
Mike pointed out that residential and commercial customers have completely different buying behaviors. Residential customers want fast solutions—Facebook ads and local service ads work because these folks are ready to book quickly. Commercial clients, especially the big fish, don’t Google “best cleaning company.” They rely on relationships. If you’re chasing high-value commercial contracts, you need to focus on networking and building trust, not quick online searches.
Networking Can Feel Good... But Is It Worth It?
Jackson added a great point about business owners feeling proud of their efforts, like attending local business meetings or advertising at golf courses. It’s fine if your goal is to feel good or boost your ego. But if you’re expecting to land clients, you better make sure the right people are at these events or see those ads. And remember, just because something feels fancy doesn’t mean it’s reaching your ideal customer.
Think Like Your Customer
The best marketing happens when you take yourself out of the equation and start thinking like your customer. Whether you’re targeting people in fancy neighborhoods for residential cleaning or CEOs of big companies for commercial jobs, it’s all about putting yourself in their shoes. What do they care about? Where do they spend time? Once you know that, it’s a lot easier to connect with them—and it’s fun!
Customize Your Offer to the Medium
Finally, Mike and Jackson agreed that matching your offer to the medium is key. If you’re advertising on a golf course, why not offer a cleaning service as a way for men to “buy their wife the gift of happiness” so they can enjoy guilt-free golf? On the commercial side, creative ideas like sending handcuffs in the mail with the slogan “Are you handcuffed to your current cleaner?” can grab attention. The offer should fit the medium and the audience you’re trying to reach.
Bottom line? Stop thinking about what you like and start thinking about what your customer wants. That’s the real magic in marketing!