ICS Magazine

Your 15-Minute Advertising Strategy Guide

October 26, 2009

Here’s how you can plan the most profitable advertising for your cleaning business.

I’ll let you in on a little secret. Well, it’s not really a secret. Chances are, you’ve already heard about this but didn’t quite understand what it really meant because it wasn’t broken down into the proper terms.



Here’s how you can plan the most profitable advertising for your cleaning business.

I’ll let you in on a little secret. Well, it’s not really a secret. Chances are, you’ve already heard about this but didn’t quite understand what it really meant because it wasn’t broken down into the proper terms.

So what we’ll do here, then, is to present it in its simplest form. An advertising strategy doesn’t have to be anything fancy or time consuming; anyone who tells you otherwise is selling something.

When most cleaning company owners are told to “write out an advertising strategy,” they cringe at the thought. Just what is an “advertising strategy” anyway?

To put it in plain English, an advertising strategy is simply a plan of execution for the advertising you are considering for your business in the future.

Hardly anybody has a written advertising strategy. The reason I’ve been given most often is that they “don’t really know what to write.” More often than not, this is due to the misperception that just because something is written down does not mean that it is set in stone. You can change it at anytime; the important thing is plan something.

Here’s a brutal fact: you will never get anywhere you need to go without a strategy to get you there. So my recommendation is to take 15 minutes today and write a quick advertising strategy.

First, ask yourself these questions about your prospect:
  • Who exactly are my ideal prospects?
  • Where to they live?
  • What is their income level?
  • What places do they frequent?
  • What newspapers or magazines do they read?
  • What television shows do they watch?
Then ask, “What is the one main selling point about my company that I want my target prospect to know?”

Once you’ve nailed that down, here’s the question that will help you plan your best advertising strategy: “What is the best media to tell my target prospects about the selling point I want them to know?”

That’s it. Fifteen minutes to get your plan up off the ground and start it running.