Episode 398 – There is no “Magic Cleaning Lead Genie”
Today Mike is here to talk all about the fictional “Lead Genie”, where people think that they can just dump money into things like Facebook and expect to get their money back. It’s pretty common for people to dump a lot of money into advertising and not understand why it isn’t helping expand their business. This can lead to people swearing off advertising, instead of inspecting what they were doing and where they could’ve gone wrong.
The reality if the situation is that advertising will never work if you don’t have certain things in order first. First of all, you should know exactly who your ideal customer is. If you don’t know who or what kind of person you’re looking for, chances are you’ll attract people to your company that aren’t a good fit, which can be detrimental. It may seem like a customer is a customer no matter what, but in the long term it’s important to spend your time and money focusing on chasing clients that are actually a good fit for you and your company. This will save you a ton of headache and is a lot easier to deal with the earlier on you implement it.
Once you understand who your ideal client is, it’s important to figure out what it is that they want. No matter how many people see your advertisement, it will all be for nothing if it’s not targeted toward the right people, or if the people that do see it don’t get captivated anyways. Ideally you should be able to diagnose what the pain is that your ideal customer is feeling, and then explain to them how you can help relieve that pain better than they could articulate it themselves.
Once you’ve got all of those steps down, then you can start looking at who and how you want to advertise. The majority of people do it completely backwards and it ends up destroying their advertising campaign. You’ll want to make sure that you’re making the right ads for the right people that has the right content. If you follow these simple steps it can really bring your company to the next level.
This may come as a surprise to some, but cleaning is a low value job. It is something that a lot of people can do, and there will almost never be a ton of money to be made from cleaning. Managing cleaners is a higher paying job, however the real money is with the people that can attract the right customers to their cleaning business. This is the reason why franchises do so well. They promise customer acquisition (high value) and in return they take percentages of your sales each month. Figuring out how to acquire customers on your own is an essential skill if you would really like to see your company grow.
If you would like to talk to Mike one on one about this or any other topic that may be affecting your company, head over to www.GrowMyCleaningCompany.com/talk and schedule an appointment today!