As advice books on caring for the home become more popular, they become more specialized. This essay analyzes one target niche of domestic advice: cleaning books for men. The authors of books like Clean Like a Man adopt as their primary persuasive strategy an ethos that establishes their own masculinity and, by extension, affirms the masculinity of readers. Though they explicitly argue for more equitable sharing of domestic tasks, the ethos adopted by the authors reveals general ambivalence about the changing notions of masculinity associated with such behaviors.