2 Clean Dudes

  • branding
  • /
  • copywriting
  • /
  • marketing collateral
  • /
  • naming
  • /
  • toilet cleaning
  • /
  • web design

How do you persuade homeowners to hire two cleaners with no cleaning experience?

I started this business with a friend. There were dozens of cleaning companies in Honolulu, nearly all with a website featuring stock images of smiling women accompanied by bland headlines like “We have years of experience” and “We’re expert’s in cleanliness.” Presumably clients care about such things. But we had no experience. And no expertise. So we highlighted our differences.

We made our “manliness” the core component of our pitch. We staged a photo shoot imagining manly takes on traditional cleaning tasks and built a website with bold and unapologetic humor riffing on masculinity and the supposed advantages of male cleaners. With virtually no ad budget we posted Craigslist ads, and sent cold emails and texts to property managers directing users to our site.

Let’s work together