John Jantsch
Appearances
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
You know, so many people think marketing stops when you get the sale. To me, you know, the real opportunity is after you get the sale to focus intentionally on all the ways that you can upsell and retain customers and, you know, get them to be kind of your new lead generation sales force.
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
You know, you got to be true to yourself. You got to do what you believe is the right thing and, you know, not not try to. I mean, obviously, there's going to be a lot of people in business that are going to help you that are going to be a part of your success. But you've got to really you've got to have the vision and kind of mission for your business.
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
And then you got to stay true to it and and not, you know, not sit there and worry every day. Is this going to work?
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
No question.
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
Well, I think ultimately it is, but you can't do everything right away as much as you'd like to. So ultimately you want to build momentum by adding this one and then this one. I tell you what I've done with a lot of businesses getting started is you go out there and find a couple of players that are serving your same market. So for instance, I had a painting contractor.
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
The guy had been around for a long time, but he started his own practice or his own business. And so I had a couple other clients, electrical contractor and an HVAC contractor. And so I went to them and said, look, these guys do great work. Why don't you guys co-market together?
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
So what we did is we came up with a flyer, for lack of a better term, that every technician, when they went into a house, would actually pass out this flyer. And it had all three of the company's info on it and a coupon. you know, for giving them a call.
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
And so what happened was, you know, this painting contractor went out and really hustled and got that flyer into a lot of places and started making not only his own phone ring, but the other guy's phones ring. And consequently, you know, he was getting calls now because the HVAC contractor had like six guys going in 10 houses every day. And so, you know, all of a sudden it's like,
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
You know, I trust my HVAC contractor. If he says this painter's fine, I'm going to call him. So doing that kind of stuff doesn't really cost much. You know, it takes some relationship building, but that could be a great way for you to really, you know, kind of hit the ground running.
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
Well, I've done this more than once and we finally started incentivizing them. So the coupon would have codes on them and it'd say, what was the code on your coupon? And it was like, oh, that's Bill's code. And so all of a sudden he got 50 bucks. So now he's like, I'm going to pass these out.
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
Yeah, yeah.
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
No question. No question. Yeah.
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
Yeah, so the idea is that people go when they're getting ready to buy, they typically go on a bit of a journey, especially even now. I mean, that trend of kind of the buyer doing a bunch of research on the front end because they can, you know, the technology has made it easier for them to get info.
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
I'm doing great. You know, you stick around long enough, your bio and all that stuff just gets longer, doesn't it?
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
Um, is that, you know, we want to guide, uh, that person, um, you know, because you've probably done this before. The more somebody trusts you, the more willing, the more willing they are to pay a premium. Right. I mean, if you trust, like, I know everybody trusts these guys, everybody uses them. I'm going to pay more, but I know it's worth it. Right.
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
I mean, we've all kind of done that or, or we know it's going to be a better experience. So the idea is instead of just running ads, we've got to link all three of these things together. Let's say you run an ad. First thing somebody is probably going to do is go to your website. What do they see when they get there? Is there a message to solve their problem?
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
Are there trust markers like banners and testimonials and reviews? So you got to realize that people are doing their own research. And the more we can do to intentionally guide that and build the trust, having case studies, having portfolios, those kinds of things have to be a part of the journey. A lot of people stop at, oh, we just need to run an ad.
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
You run an ad and you're probably going to attract that person that says, I'm looking for the cheapest deal out there. But you run an ad and you send some of your website, you have lots of reason, lots of resources there to build trust. Then all of a sudden, they're going to be less price sensitive.
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
Well, and I know you teach this as well, but certainly the folks in your industry that you serve, I mean, the ones that are really excelling, that are really profitable, they spend as much time teaching their techs and their sales folks how to upsell in the sales environment than they do on their marketing.
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
Because quite frankly, there's a whole lot more profit in that upsell quite often than there is in the come out and fix my leaky faucet.
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
Well, it's a big part of it because, again, the customer journey doesn't just end when somebody says, I want to buy. The profitability in an organization is, in some cases, you might lose money. I know some companies are getting better at it. You might lose money on that first call, but you spend all that money to get in the home, and now it's
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
And you don't do anything to make sure that you're going to come back next year or next week or next month. You don't make it really easy for them to refer you and incentivize them to tell their friends, neighbors and colleagues about you. That's part of the whole journey. So many people think marketing stops when you get the sale. To me, the real opportunity is after you get the sale.
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
to to focus intentionally on all the ways that you can upsell and and retain customers and get them to be kind of your your new lead generation sales force.
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
Well, it depends in a lot of environments. I don't think there is one best way. One thing that we do a lot of training on folks is to present it up front. Hey, we know you're going to be so pleased with what we did here today that we're going to call you up, make sure that everything worked out, and then we're going to ask you if you have any friends that would need this kind of result.
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
So setting the table, the expectation early on is one simple thing you can do. Staying top of mind. All your past customers, sending them a gift certificate says, hey, here's a $100 gift certificate. One for you, one for your friend. If you pass this out, you're not only referring us, but you're helping them. You're giving them something.
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
Yeah, and I'm sure you've seen it. I see it all the time, how many business owners don't really feel like they understand marketing, so they just kind of abdicate it to an agency or something. It's really how you kind of find yourself spending a whole bunch of money not knowing what you're getting for it.
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
And by doing so, you're going to get something in return as well. So that's something you could do quarterly. Every past customer, just quarterly get in the habit of mailing them. Because the thing about referrals is... They happen when people need them, you know, not when we need them.
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
And so, you know, just staying top of mind and staying, you know, asking for referrals, making people know that, you know, there's a reason for them to refer you is part of what happens, you know, with then when somebody, you know, when their garage door breaks, you know, it's like, oh, yeah, I was just talking to my neighbor about that.
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
Yeah, I mean, there's no question that's tough because we talked about they can flood the airways and that kind of thing. But one of the things I think the smaller business probably has to compete on experience. I'm guessing that those folks also don't always hire the best technicians, don't always do the best training. It's all about getting the phone to ring as opposed to the experience.
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
So that's really going to be your competitive advantage is that you go into the home and you've got a trustworthy, trained gentleman or woman that is able to represent the brand effectively. And a lot of people really underestimate that. You look at a lot of Google reviews and a lot of times they don't even mention the company name. They mention Rusty, who came in and fixed my boiler.
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
Because to them, that's the face of the company.
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
And we had I had a garage door a couple openers put in recently and and the guy um as he was wrapping up he did a great job really personal guy and he uh as he was wrapping up he said you know my company does this kind of goofy contest and if i get reviews you know they're gonna buy my wife and i dinner at this fancy place and you know so if you you know wouldn't mind giving us a review i mean
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
he made it so personal. I was like, what kind of schmucks not going to give this guy a review? Um, you know, again, like I said, he did good work. He was a nice guy. Um, but, but just that little twist of, I can help this guy get dinner rather than I could care less about the, you know, the big company. Um, but I can help this guy get dinner.
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
I, you know, I just think that kind of making it real personal, um, you know, was really effective approach. So I gave him a review for sure.
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
you are bleeding where is the biggest stakes that you see probably the one i see the most is because a lot of small mid-sized businesses they're really strapped for people for time for resources and yet they're trying to spread themselves you know i got to be on tick tock and i got to be on this and i got to be on that so they're just kind of spraying stuff everywhere and there's really no focus on you know a couple areas that are going to make a big difference so i always i i quite often try to get people to say look
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
You need to be on Instagram and you need to be on LinkedIn and you need to be, you know, going out there and really working for reviews, for example, and just put a whole bunch of effort into those three things. I'm just throwing out as an example, you know, as opposed to, you know, trying to do everything and not really doing a very good job with any of it.
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
Oh, I think they do in a different way. I mean, just like everything, there are people that don't go to Facebook ever. And there are people that are on it every day who don't watch television or don't listen to radio. I mean, so it's tough to just say this is better than that. You're going to reach a different market. And I think the real key is, are you tracking the results? Do you have a plan?
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
Are you tracking the results that you're getting from one channel or another and continue to double down on what's working and at least experiment on something or cut something that's not working. I mean, that's the tough thing. You get a lot of folks that are doing eight things. They have no idea what's actually working. Business might be good. But they're not sure why necessarily.
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
And that's the real crime, right? You're wasting a bunch of money on stuff that's not working that you could be doubling down or tripling down, you know, on a channel that really is working if you just had the metrics.
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
Yeah, so one of the things that we try to do, and after the pandemic, a lot of home service businesses just really were struggling to get people. And so there's a couple of things there. You need to think about... demand generation or pipeline of people the same way you do of customers. So it needs to be something that you don't just go, oh crap, somebody left, we need to hire somebody.
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
And then, like you said, you run the ad. You need to constantly be talking about what a great place it is for you to work at. You need to get your team involved in talking about the fact that your brand is a great place for them to work. And so that kind of messaging all the time about,
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
top company to work at in this city, you know, the, all the employees, you know, sharing, you know, awesome time they had at the company picnic, you know, that kind of stuff just sends subtle messages to, you know, folks that are out there, you know, there's a lot of people out there. They're not really happy where they are right now.
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
But, you know, there's, you know, they're not necessarily looking at ads, but they might be paying attention to what's going on out there in the market. So the key thing there really is just constant, even if you don't have an open position, you should be, you should be trying to attract, you know, the A players at all times.
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
Yeah. I mean, I think it can work in a lot of industries. You know, I think that... I think that it can go, people can go overboard too. I mean, you know, you get these that pay, you know, pay these supposed influencers on, you know, social media to talk about their product or service or something that people don't care about it. They're, you know, they're just getting paid.
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
I think it's pretty obvious to people that that's the case. But I think that the, the, the right kind of authentic endorsement, you know, so somebody let's say a remodeling contractor, you know, does great work for somebody on the local football team. And that person's like, I love these guys. I mean, it's amazing what they did.
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
You know, I would have them back into my house, you know, anytime I need something fixed. I mean, that can be a super powerful endorsement if it's real.
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
So, you know, I went to work it right out of college actually for an ad agency and I really enjoyed it, but I was like, eh, you know, I want to do my own thing. Anybody, any dummy can run a business. So I, you know, jumped out with any real plan. I knew I could hustle work and that's what I did. You know, I got some big clients, little clients, big projects, little projects.
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
Well, so there's a couple of things to that. The first one is, you know, I always tell businesses, you need to be talking to agencies that are at least talking about developing a strategic plan, you know, as opposed to just saying, yeah, we do this, we're the best at it, and that's what we're gonna do for you. So, you know, is that the right thing, right?
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
So somebody who's gonna take the time to actually research your market, research your industry, and have a plan that they can show you how they're gonna execute. Clearly being able to demonstrate we have proven results for other people like you is gonna be a piece of it. And then the last one is,
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
And I don't know about you, but we run into lots of folks that work with agencies and they said, yeah, they sent us a traffic report once a month. We had no idea if it meant anything, if we were doing anything. So you definitely want an agency that's going to tie metrics to what your overall business objectives are. And I think that's one of the knocks I have with a lot of marketing agencies.
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
is they really just want to do the things they know how to do. And the first thing we try to do is understand, like, where are you trying to go from a business growth standpoint? How can we measure your cost to acquire a new customer? You know, how can we measure your repeat business? Because that's, to me, that's the only true way to see if you're being successful.
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
And it's, you know, when we've been able to work with organizations and they let us have that kind of almost P&L access, they never fire us. Because, you know, we're actually able to demonstrate to them exactly what they're getting for the money that they're spending.
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
There does. There does. But, you know, if you've got a company that's not asking for that, that's not asking you strategic questions, that to me is probably a little bit of a red flag.
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
I got a couple, ironically, remodeling contractors, smaller businesses, kind of some of the folks you work with. And I really enjoyed working with them, but they were hard. I've been sort of classically advertising agency, big budget trained. A lot of small businesses certainly don't have the budgets, but don't even really have the attention span for marketing. And so I really said to myself,
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
Well, there isn't anything necessarily inherently wrong with that. I mean, you definitely want to know what they're doing. And that's one of the challenges, I think, especially at SEO. A lot of people look at it and go, oh, it's really technical. I don't get it. And so... then they don't know what people are doing on their behalf to get them results.
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
So you definitely want to know exactly what somebody is doing. The fact that they have a team in the Philippines is not necessarily a bad thing. In some cases, they can actually get you more output for your money, working with folks in other countries. But you definitely want to make sure that the work is quality and that they can tell you exactly how they're getting you those results.
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
So it's going to be around for a long time, especially for local service businesses, like the folks that are showing up in the Google Maps. But there's no question it is dying for general kind of information types of searches because the search engines are giving the answer.
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
So, you know, it used to be you could write an article about, you know, the five best types of air conditioners to install in your home. And people who were trying to find out, like, what kind of brand should we be looking for? What kind of unit should we be looking for would find your content? Well, now Google is just saying, here's the answer, as opposed to sending you to that blog post.
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
So for those kind of that kind of general information, traffic is almost dead. I mean, you've seen people having 30, 40 percent drops in their organic search. But for that high intent, who is the best HVAC contractor in Seattle? Because I'm getting ready to hire one of those.
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
There's no answer to that that Google can give other than showing them, you know, here's the companies and showing them the Google Maps listing, showing them, you know, the rankings and reviews. So the most high intent searches are still going to, especially for local businesses, are going to be with us for a long time.
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
But there's no question we're losing a lot of that, you know, long tail kind of educational search organic traffic.
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
Well, I don't think it's going to destroy pay-per-click, but it's already eroded general search traffic. No question. Because if you do a search on Google today, there's a good chance that it's going to return an AI result in the top result that is going to give you the answer. What it used to do is give you, here's three websites that we think have this answer.
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
I got to figure out how to work with these guys because I really enjoy working with the owner of the business who's writing the check to pay you. For me, it was just a lot more fun. So I created at that point, I said, look, I can't do this the traditional way. So I said, look, I'm going to create a system where I can walk into somebody and say, look, Here's what I'm going to do.
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
You know, go knock yourself out and go to them. Well, now it's just giving you the answer. So all that traffic that used to go to those websites that spent a whole bunch of money and time ranking for general search terms, that traffic's going away. I won't say it's dead, but it's going away. And so. being in some of the places, what's also happening is it's changing search behavior.
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
So it used to be Google was it, right? I mean, but now a lot of folks are going to the perplexities of the world and ChatGPT has search now. They're going to TikTok. TikTok is actually a huge amount of traffic that is people searching for how to do stuff on TikTok. So
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
What it's really going to do, I think, is it's going to require us as marketers to spend more time in some of these, figure out where our clients are searching, where they are getting their answers now, and spend more time in some of those places.
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
Reddit is another one that I'm afraid people are going to have to invest in spending some time on because a lot of questions that people have are coming out of Reddit content. It all really leads to marketing is just going to get harder.
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
Yeah, sure. Quora is good. You know, again, the problem with a lot of those sites is you got to invest a lot of time and energy to have any kind of impact on them.
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
I haven't really done much with Fiverr, but we have used Upwork to place a lot of marketing folks in our clients. And if you do a good job of...
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
writing the you know job description writing requirements you know analyzing the people we've had really great um luck finding some very talented people who in a lot of cases wanted a certain situation they wanted to be able to take their kids to school and pick them up from school so you know a traditional job wasn't going to work for them but 20 hours a week they were you know very
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
Very experienced, very talented, not that expensive. And so we've we've had a lot of luck. If you you've got to spend time investing up front in finding the right person and interviewing and hiring the right person and then training the right person. But that's like any you're not going to have success probably in any position without doing that.
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
Here's what you're going to do. Here are the results we hope to get. Here's what it costs. You want it or not? And I found out pretty quickly they did want it because still today, I think one of the hardest things for a lot of businesses to do is to buy marketing services.
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
Your first point is absolutely correct. I mean, if it's just a one-off thing, you probably can find a lot of people to do it. And if cost is a big factor.
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
But if you want to have any kind of long-term relationship with somebody because you're going to have this need over and over again, we hire a lot of people there part-time that we have probably half a dozen folks we've hired off of Upwork that are now full-time employees. So it's a great place to actually do, you know, it's kind of like, start part time, we'll try you out.
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
So it's actually kind of nice way to do that as well.
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
Well, you know, you mentioned the E-Myth. That certainly was one that I read, you know, early on in my career and had a lot of impact. I'm a big fan of Peter Drucker. He doesn't necessarily write for the home services. He was a management consultant that worked with very large companies, but he was very systems driven.
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
And I'm a, you know, that's really been a big influence on me is the idea that marketing is a system and, you know, we've got to think about it that way and not as just some, you know, group of random acts.
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
Sure. Well, I've got tons of resources as well as just descriptions of what we do, how we work with folks. It's all at ducttapemarketing.com. That's D-U-C-T-T-A-P-E marketing.com. That's the best place to go.
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
um you know they're all over the place there's some new new hot thing you know this week and so they they really get um confused and so so the fact that somebody was going to come in and say look we're going to we're going to install a marketing system it's going to start with strategy before tactics and and you're going to know what it's going to cost i think was kind of music to their ears and so i i built my practice pretty quickly that way and then uh um started attracting uh
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
So we talked a little bit about AI, and I'm not a fan of just like, oh, AI hype, it's going to change the world. But it is going to dramatically impact technology. how we go to work, who we hire, how we manage, how we lead. Um, and so, you know, don't, don't take a nap on it, um, and say, Oh, I'll figure it out once it, you know, once it gets here, you know, it's here.
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
Um, and it's changing, you know, how you bid, it's changing how you manage all the processes in your business. It's certainly changing, uh, marketing. So, um, Look at it, study it, take some lessons, take some classes, not because you want AI to run your business, but so that you can actually understand the full potential.
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
I mean, maybe initially people will feel that way, but I think ultimately AI is going to be plumbing. I mean, it's going to be built into everything. You know, every everything that we do in marketing will have an AI interface. You know, every every bit of software that we all use to run our companies today will all be run by AI.
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
Half of it will go away, quite frankly, because there's a lot of redundancies in that. So it's just going to be baked into everything. And so, you know, I don't think there's this risk that if you don't master AI and be like a first mover that you're you're toast. But I think initially there will be some pretty significant strategic advantages to the folks that are out front.
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
other agencies who saw what I was doing and said, hey, we want to do that as well. It actually coincided with my first book, Duct Tape Marketing, where I basically describe my system. And so today we have about 400 agencies that we've licensed the Duct Tape Marketing system to. That use our methodology and then I do still have the agency.
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
And so we work with, you know, dozens of small to midsize clients, kind of almost as their fractional CMO is what we've started to characterize it as.
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
Well, I still sometimes wonder, but so few marketers do this. It really still is a differentiator. I mean, if somebody hires us, somebody comes to us and says, I need a website. We're like, yes, you do. But first we're going to develop a marketing strategy. We're going to truly understand your ideal client.
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
we're going to actually create a message that not only resonates, but promises to solve a problem for that ideal client. We are going to create a complete end to end customer journey from the time somebody gets to know you to the time they become an advocate. And we're going to pick the tactics that make only the most sense for attracting that ideal client. So with that kind of framework,
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
we can look out and say, okay, here's what the next 60, 90, 120 days needs to look like. Then we're going to move to the next stage and we can tell you what the next 60, 90, 120 days need to look like based on what we've got accomplished, based on where you're trying to go with your business.
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
And so just coming at it from that approach, rather than what most marketers do is they walk in and say, what do you need? Sure, we do that. Here's what it costs. And, you know, I'm sure that your listeners are a lot smarter than a lot of business owners, but most business owners don't know what they need.
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
So the idea that you're going to let them tell you what as a marketer, as a marketing agency, what they need is kind of silly. And so the fact that we come in and very much direct, we bring leadership to the organization.
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
uh we bring a plan and a strategy for you know what the next year of growth is going to look like um is is still today a to me it's the only way to do it but still today a great differentiator
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
Yeah. So yeah, we, we, you know, first thing we want to do is establish a baseline. Where are they today? What have they been doing? What's worked? What's not worked? What do they need to keep doing? What do they need to stop doing? That's like phase one. And then we have very much, we have actually, we call it the customer success track. We have stages for that.
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
And each of those stages have milestones. You mentioned Google business page. They haven't claimed that that's in the foundational stage. You know, we're going to make sure that, you know, milestones accomplished. Because we know that if we get, say, that foundation, all those milestones, all those things, boxes checked in the foundation stage, then we can actually move them to the next stage.
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
So a lot of times people will come to us and they say, run ads for us so we can generate more leads. Well, your website's terrible. If we spend money and send people to your website, all you're going to do is waste money. So first, we've got to fix the website. First, we have to figure out how to convert leads. Then we can actually start spending money.
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
We run people through those stages because we know that if we get their foundation fixed, we know what the promise is now of being able to generate leads. And then we can move to the next stage, being able to convert more of those leads. Then we can move to the next stage, actually turning more of those clients into repeat clients and referral clients.
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
And so there is a linear kind of process to this that we move people through. We don't just come in and say, we're going to do SEO every month for the rest of your life.
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
Yeah, I mean, we're fairly agnostic to that. I mean, I'm not going to come in somebody that's using HubSpot and spend $50,000 installing it and say, no, you got to switch to ours. But if somebody, and shockingly, a lot of businesses don't use a CRM where they're using like BuilderTrend or something that,
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
know really doesn't have marketing functionality in it um we'll switch them to something like active campaign i mean they need they need something that they will help you know they can have pipeline uh that they can send emails uh they can actually use forms and people can sign up for things so they need a basic you know marketing automation uh crm platform uh there are probably a dozen that that would do the trick
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
Yeah, yeah, I'm with you. I mean, the BBB has been around forever and, you know, it's I don't know what value it has. But but frankly, that's just an example of what we call a trust marker. So, you know, having, you know, whether, you know, let's say you belong to Nary or, you know, a local chapter of of your chamber or something.
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
I mean, just having a lot of those trust building elements goes and then just communicating them goes a long way for that. That buyer today is out there. They're out there doing their own research. They're out there kicking the tires, looking at who's out there, looking at who's got social proof, looking at who's got reviews before they ever really call us or fill out a form on our website.
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
So as much as we can do to, you know, make our online and offline presence, you know, build trust is really, I think, one of the core jobs of marketing today.
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
Well, I think it's really important, frankly. I mean, you know, a lot of people can take that maybe too far. But just having something that says, here's who we are. Here's who we are consistently. You know, we've been around for a long time. Again, a lot of the brand component really just goes towards building trust.
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
The fact that they've seen your trucks around, they see your yard signs everywhere.
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
um you know those are all things that that go a long way towards somebody saying well yeah we should just call them because other people seem to you know be calling them reviews another great example um that you know are for home services businesses absolutely crucial you know uh you've probably made a decision about whether or not to call somebody based on you know they've got 3.4 stars as opposed to 4.5 stars a lot of us are making that decision every single day
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
Oh, yeah, sure, sure.
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
Yeah. I mean, it's tough when somebody is just getting started, you know, because you need to hustle and get some business. But particularly as an organization grows, starts to grow. And, you know, because as you said, those things cost a lot of money. There's no question you can dominate your market by just the fact that people see you everywhere. That goes a long way.
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
I mean, especially in the home services businesses, you know, we're not filing away, you know, that person that could fix our roof until we need our roof fixed. And, you know, at that point, it's like, who have I heard? Whose trucks have I seen? You know, whose billboards have I seen? What direct mail have I received? That all just keeps us top of mind.
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
And it's hard sometimes because, you know, you don't have a lot of people driving or calling your business saying, yeah, I saw your billboard and I want you to come on out, right? So it's hard sometimes to measure the impact of that spend.
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
But I think there's no question increasingly having a sort of an omnipresence in the market is how you really build a lot of trust, but it's also how you stay top of mind.
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
Yeah. So so just for context, I wrote a book called The Self-Reliance Entrepreneur, which is essentially it's not a marketing book. It is a kind of an entrepreneurial book.
The Home Service Expert Podcast
The Art of Building Trust in Marketing with John Jantsch
almost self-help book uh you know it has a has daily uh readings uh you know about kind of what it's like to you know it's it's easy to have a lot of self-doubt to you know get down on yourself to you know listen to or watch what i what you see everybody else doing and you know try to follow them so uh the the idea behind that book and really all the messages and that is that