Competition for professional services firms is fierce. But the bar for marketing in your industry? It’s surprisingly low. Clunky websites. Confusing messaging. Social media that goes nowhere. Most firms are leaving clients on the table because prospects can’t figure out what they do or why it matters. Every Tuesday morning, I send brief emails that help you create a clearer message, simple strategy, and start growing your business consistently over the long term.
Don't make this mistake on social media
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Hi, Reader! 👋 The other day I followed an old client from several years ago on Instagram. They're a home restoration company. I helped them clarify their message with StoryBrand, wrote a new website, and build their website. By all accounts, they're doing really well. I can see they're dabbling in social media with some Instagram stories lately. First of all, major props to them for diving in. Social media can be intimidating for those who aren't regular users. However, they're making a huge mistake that is very common in the home services industry. They're showing their work, but not telling a story.
What are they missing? The STORY! What happened? What were the stakes? Here's how to fix the problem without much effort, and capture the attention of potential customers.Follow this simple storytelling framework.
Here's how I would handle their kitchen restoration with a made up story (because they didn't provide one).
You see how easy that is? It's just the facts of the situation laid out using a simple story framework. You could do this with text over the images in an Instagram Story or Reel, or TikTok. You could do a very simple voiceover using video and pictures from the work site. You could expand it with more pictures and video for a great YouTube video. The point is that potential customers will see themselves in the story. They'll feel the fear of hidden mold growth, and the potential consequences that would have for their family. If they have ANY real reason for concern, they're probably going to call you after seeing that post. Don't just show your work, invite your customers into a STORY! Any time your potential customers can step into the stories of your past customers they'll be more likely to take action and hire you. How are you using story to capture attention on your social media, or website? I would love to hear what has worked for you! |
Confusion Kills. Clarity Thrills.
Competition for professional services firms is fierce. But the bar for marketing in your industry? It’s surprisingly low. Clunky websites. Confusing messaging. Social media that goes nowhere. Most firms are leaving clients on the table because prospects can’t figure out what they do or why it matters. Every Tuesday morning, I send brief emails that help you create a clearer message, simple strategy, and start growing your business consistently over the long term.
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