Marketing that Clicks- and It’s Not Just Digital Ads

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Throw away the notion that digital marketing alone can build your home service business. In this eye-opening conversation, Lemon Seed Marketing founders Emily and Crystal reveal why so many contractors struggle with marketing that actually works—and how to fix it.

The key lies in their signature three-bucket framework: be memorable (building your brand), be discoverable (generating leads through call-to-action marketing), and foster your existing customer database. This strategic approach creates balance and sustainable growth instead of the constant feast-or-famine cycle most contractors experience.

"You can't outspend a bad brand," Crystal explains, highlighting how many companies throw money at digital marketing while neglecting the foundation that would make those ads perform better. The discussion offers practical insights on diversifying marketing investments across brand-building activities (truck wraps, billboards, radio), lead generation tactics (Google Local Service Ads, direct mail), and customer retention strategies (segmented email marketing, genuine community involvement).

The hosts share real-world examples of marketing that clicks, like creating memorable community event experiences, developing strategic email nurture campaigns that don't annoy customers, and setting proper expectations for each marketing tactic. Their engaging, no-nonsense style cuts through industry jargon to deliver actionable advice for contractors ready to build legacy brands.

Whether you're struggling to generate consistent leads or looking to take your established company to the next level, this conversation provides the framework to transform your marketing approach. Ready to make marketing that clicks for your business? Visit lemonseedmarketing.com/contact to schedule a discovery call today.

If you enjoyed this chat From the Yellow Chair, consider joining our newsletter, "Let's Sip Some Lemonade," where you can receive exclusive interviews, our bank of helpful downloadables, and updates on upcoming content.

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From the Yellow Chair is powered by Lemon Seed, a marketing strategy and branding company for the trades. Lemon Seed specializes in rebrands, creating unique, comprehensive, organized marketing plans, social media, and graphic design. Learn more at www.LemonSeedMarketing.com

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We'll see you next time, Lemon Heads!

Episode Transcript

Speaker 1 (00:00):
All right, what's up, lemonheads?
Welcome back to another episodeof From the Yellow Chair, the
podcast where we sip on boldideas and serve up zesty
marketing conversations.
Today, we're doing something alittle different.
This episode is a specialreplay of a live webinar we
hosted back in June calledMarketing that Clicks, and it's
not just digital ads.
It was such a hit that we knewwe had to make its way on this

(00:22):
podcast, and you might noticethere is a new voice on the
yellow chair today.
Hi there, I am Rachel Derez.
I am a graphic designer here atLiving Seed Marketing and I am
thrilled to be joining thepodcast today for the first time
.
It's an honor to hop behind themic and bring this insightful
conversation to you in podcastform.
So grab your coffee or yourlemonade and let's dive into
some practical marketingstrategies that go way beyond

(00:45):
just running ads.
Let's sip some lemonade.

Speaker 2 (00:55):
Hello, hello, welcome everyone.
Thank you for joining us toMarketing that Clicks.
And guess what?
It's not just digital ads.
So I'm Emily and this is mybusiness partner, crystal.
We are the owners of Lemon SeedMarketing and Lemon Seed is
designed to be a strategicmarketing agency and your
branding agency for the homeservice industry.

(01:16):
So Lemon Seed we work with HVACcontractors, plumbers,
electricians, roofers, pestcontrol all across the country.
We help you develop outstrategic marketing offers,
develop your budget for what tospend on marketing and then look
at it every single month.
Here's what we're doing.
How are we going to pivot?
How are we going to change,ramp things up, come up with all
the creative offers, and so wewant to just dive into that a

(01:37):
little bit today.
Kind of give you our formulaand our game plan of how to have
a comprehensive marketing planthat just clicks and you know
what.
What we like to call that?
We like to call that lemonade.
When all that magic happens,that's when the lemonade happens
.
So, crystal, tell us a littlebit about what we're going to be
talking about today.

Speaker 3 (01:54):
Yeah, absolutely so.
I think one of the biggestthings we're going to be talking
about today, emily, is thisdigital myth so the myth that,
oh, my website company and mydigital ads are my marketing
plan and, guys, it is totallynot true.
They're definitely a keycomponent of your marketing plan
, but that cannot be your onlymarketing strategy.

(02:15):
We really want to make surethat we talk today about how you
can diversify your ad dollarsto build a legacy brand, know
what types of marketing youshould be doing and how they all
together make your digitalpiece perform so much better
100%.

Speaker 2 (02:32):
So let's dive in or sip some lemonade, as we like to
say.
So at Lemon Seed we said youknow, to build a legacy brand is
going to take three thingsconsistency, clarity and
connection.
So those three C's If you likeC's, you like acronyms, you like
a common denominator, the C'sare it?
So consistency, clarity andconnection.
And then another way of how wekind of break that down and how

(02:54):
each of those fall into a bucketis Lemon Seeds three bucket
approach.
We say you've got to bememorable, you've got to be
discoverable and you've got tobe fosterable.
You've got to be fostering yourexisting customer database.
So the first one in there is ourmemorable bucket.
So that's where we're talkingabout building a brand.
What can you do to bedisruptive, to stand out, to be
remembered?

(03:14):
Because chances are, if someonedoesn't need you right now like
if I don't need a plumber rightnow, I just don't need one I'm
not calling you for fun, okay,that's not fun money to spend.
So I'm building my brand beingout there, being present, so
that people can remember me, sothat I can be disrupted from all
the noise of everything elseout there.
And so it takes greatintentionality to be memorable

(03:34):
and it takes a little risktaking too.

Speaker 3 (03:36):
Oh, absolutely, and you know we created this little
signature framework so that youcould set clear expectations for
how things should work Right.
So we know contractors you knowI'm from the industry, emily's
worked in this industry for along time we know that
contractors can be veryoverwhelmed with all the
decisions like what should I do,how should I do it, who should

(03:57):
I do it with how much money?
All these different ideas.
And so we're going to talk alot about that brand bucket,
because setting the expectationsthat branding takes time.
Branding takes consistency, likeEmily mentioned.
It takes clarity on who you areas the brand and the connection
.
But I really think thatunderstanding how am I going to,

(04:19):
as the contractor, know what'sworking and what's not, and how
you can't really outspend a badbrand, which is ugly.
But when we do good brandbuilding, what we're doing is
we're setting ourself up for along-term success and a
consistent flow of new customersand we just are a good place to

(04:40):
work, we're a good place to dobusiness with and it's just an
overall healthier way to go.
But man, building that brand isso important.
But, emily, I know that we talkabout this a lot, but like what
?

Speaker 2 (04:54):
are some of the things that contractors, what
does it mean to build a brand inyour mind?
Well, I mean to me there has tobe a story Like what story are
we telling with our visualrepresentation, with the
advertisements that we'reputting out into the world?
Are we telling a story that,like, we are super experienced,
we are top notch, we have thebest service around?
Are we putting out the storythat, like, hey, we're a chuck
in the truck, like we operatethe old fashioned way?

(05:17):
I'm probably going to hand youa paper invoice here at the end
for you to sign off and tear offthat carbon copy for you?
Or like, hey, I have modern daytechnology, we're providing you
the most energy efficienttechnology with the equipment
that we're going to install andwe're going to make.
This terrible situation of yourAC is smoking and broken.
I'm going to turn this terribleday into a good day.

(05:37):
I can start to make thoseinferences by your visual
representation, by what yourtruck looks like, by what your
technician walks up, how theyknock on the door.
I can already start to makethose inferences about the
experience that I'm about tohave by working with your
company.
And so what the hard part is, Ithink, for a lot of contractors
is like it's not supermeasurable.
Okay, it's not an exact way of.

(05:59):
Okay, I got my brands or myvans wrapped completely.
The color is very bold anddominant.
I immediately installed 100 newsystems and my ROI is X number
increased.
You can't really measure it thatway.
Or when we're just trying tomake ourselves more known and
out there and we're doing lotsof mass media tactics.
I'm going to own radio so thatI'm on a very good flight

(06:23):
schedule.
I'm going to own billboards andI'm going to lay across my
entire demographic.
I'm not just kind of one andone crappy little area on the
left-hand side.
I'm going to own this, butthat's the heart.
That's not super measurable.
But we have to understand thatour expectations of that are not
for a call to action, it's sothat we can be remembered, be
known.
And when we have a cleanvisualization of that, a clean

(06:46):
message, consistent colors,consistent typography, the fonts
that you use, things like that,I'm able to further maximize
that and build into it.
But I think contractors havethe hardest time with investing
money into this memorable bucket, if you will, because it's not
directly measurable all the time.

Speaker 3 (07:06):
Yeah, so one big thing that people forget about
is when you go to spend money onmarketing tactics, you can't
sprinkle a little bit of money alot of places.
It just doesn't allow you todiversify it enough to make

(07:26):
enough of a difference.
So you're basically justthrowing money in the wind and
it's terrible.
But especially on branding likeEmily just made a really good
point If you want to own radio,you really probably don't have a
ton of money to go do a bunchof billboards and a bunch of
radio.
Like in a bunch of all theseother things, you have to really

(07:48):
say, okay, you know what I'mgoing to do here, I'm going to
layer things on and you reallyhave to be strong in
understanding that most brandingtactics are building just
straight up brand awareness sothat when people have a problem
they think of you first and theydon't just go out there to the
wild wild west and say, hey,who's the AC repair guy near me,

(08:10):
who's a plumber near me?
But they actually go.
Okay, I want the phone number toyou.
Know, aldon Heating and Cooling, I want that phone number, I
mean.
So it really can be tricky toconvince yourself to keep
writing those checks, but it'sjust knowing that that's where
your dollars are.
That's what your dollars aredesigned to do is continue to

(08:32):
build that brand awareness andyou should see growth on the
organic side of people searchingyour name specifically.
That is how you measure it, thebest you can.

Speaker 2 (08:41):
Sure, you know.
So as people get to know youmore, as they've experienced
your brand more they've seenyour billboards, they've heard
your radio ads, they've seenyour disruptive truck driving
around that's when that organicsearch, like you just said,
should start to go up.
So instead of people searchingAC repair near me, ac repair
Lufkin, texas, they aresearching Parker and son heating
and cooling.

(09:01):
They're searching um Mackiepark heating and cooling.
You know, whatever that might,they start to do that direct
search because they already knowyou, even if they haven't used
you before, they have some typeof expectation working with you.
I see you guys everywhere.
So, like you guys must be good.
And then maybe they start tostart to get some more layered
pieces of you service theirneighbor.
And then you went and hung adoor hanger on their doorknob.

(09:23):
You know it's like hey, we werein the neighborhood, here's $50
off.
Where you hang up a littlesandwich sign.
Those are all multiple touchpoints that we've got to be
laying in there to be memorable,memorable, memorable,
remembered.
But it takes numerous touchpoints.
It cannot be a one and done.
Nothing in marketing is a oneand done.

(09:44):
I did that, check, set it andforget it.
That'll never work.
So it takes this consistency,that frequency, to make it
happen.
But I will say one point, likefrom just a pure design aspect,
because when we start talkingabout branding, I think a lot of
people do think about whattheir actual logo and what their
truck looks like.
Where we know the brand is somuch more than that.

(10:05):
But when you have somethingthat is super polished, it looks
professional, it has boldcolors that no one else is using
, that will start to compoundupon itself.
When you use it on billboards,direct mail, yard signs,
whatever that might be.
When you can compound that,it's already a unique enough
look.
That's where you really startto get some traction.

(10:27):
If you're going to be doinganything audio, like traditional
radio or digital radio, thingslike that, when you have a
jingle that kind of complementsthe look of yours and is singing
jingles are a fantastic way tokind of brand that space beyond
just saying, hey, we've got afinancing offer happening right
now.
So, again, building thatmemorable aspect is going to be

(10:49):
super important because it'syour foundation and when you
have that then it makes allthese other buckets that we're
about to talk about perform somuch better.

Speaker 3 (10:56):
Yeah, absolutely.
I want to look at one commentthat Joe made.
Joe built a fantastic companyand I'm sure he's ready to build
some more.
But one of the things he saidhere is you have to track total
calls, not just campaign time.
So I have to say this I sayEmily and I both have done
presentations on two plus twoequals five, and the reason that
we say that is because really,it's the sum of all the things

(11:19):
that you're doing that make it afantastic and robust
advertising marketing plan usingadvertising tactics.
And so there is a differencebetween marketing and
advertising.
Marketing is the sum of all thethings you're doing to build
your company advertising tactics, community involvement, how you
treat your employees.
That's your marketing plan.
Okay, so to Joe's point heretracking is so relative.

(11:43):
So this is why I hope there'sno PE groups on here and if
there are, just close your earsfor a minute.
But this is why PE groups arein on the struggle bus, because
everything is dollar for dollar,dollar for dollar, dollar for
dollar, which I'm here for, andI really get it.
But there has to be somesemblance.
You have to stop for a minuteand go.
Okay, I need to pack it to lookat the whole package.

(12:04):
Is my marketing budget overallgenerating new customer
acquisition?
Are my existing customersstaying engaged?
Am I growing in revenue monthover month over month?
Right, so that's very important.
So, again, you want as muchvisibility as you can through
things like Searchlight andthrough having good call
tracking numbers set up, eitherthrough Call rail or service

(12:25):
tight and things like that, butremembering that you have to
look at your holistic marketingplan to put all those things
together, because it's the sumof all of them, not them
individually, that willdefinitely grow your company.

Speaker 2 (12:40):
It's kind of like losing weight.
I started drinking more waterand I lost a bunch of weight.
But like when I drink morewater plus get better sleep,
plus exercise, plus eat clean,like the sum of all those parts
is when, like, literally, poundsstart falling off, not just
piecemealing and picking andchoosing.
When I want to do some of theseefforts and I think that's what
a lot of people do with theirmarketing plans I would just say
so yeah, when you lookcomprehensively at it, I've done

(13:02):
all these seemingly like littlethings, but those little things
add up into making a bigsnowball to really gain some
traction there.
And then I see Inc has a greatquestion as well too, like where
?
What tools are there todetermine what your demographic
is and how are theyconcentrating?
Where should you focusadvertising dollars or focus
your efforts?
Great question, do you want totake that one, Crystal?

Speaker 3 (13:24):
Yeah, andrea gave a good answer there about using
your ideal avatar.
So you know Women's Seed.
Right now we are buildingavatars for all of our clients,
and those avatars are built asbasically the ideal person for
your specific company in yourmarket, with your services and
your brand in mind, and how youshould be focusing on those

(13:44):
particular people.
I did a podcast episode thismorning where I really focused
on helping people understandthat you cannot talk to everyone
, because when you do that,you're really talking to no one,
and so the importance of that.
So the answer here that I thinkis the best is, you know, just
like Andrea said, using researchand data aggregators to find

(14:09):
out your target demographic.
And then, once you know thatdemographic, you then can say,
okay, where which of theseadvertising tactics are reaching
this particular audience.
And so radio, for example.
Traditional radio where I live,where Emily lives, still works
fantastic, but if I was in themiddle of Dallas and my radio,

(14:29):
traditional radio might reachway too far for my service area.
Or if I'm trying to buy sportsradio, well, my listener is not.
Even my ideal avatar doesn'tlisten to sports radio, she
listens to country music orwhatever country music or
whatever.
And so it's reallyunderstanding that person first,
and then naturally thosetactics will kind of rise to the

(14:52):
top, yeah, so foundationalpiece.

Speaker 2 (14:53):
And why you have to have intentionality to being
memorable is because it willhelp this next bucket, the kind
of call to action bucket.
How are you discoverable Ifpeople need when they have that
time of need service for you?
Like my AC is smoking andbroken, I need someone now.
How are people going todiscover you?
How are they going to find youto give you a call?

(15:13):
What is that call to actionpiece?
So that's kind of the next bookthat we have to give some
intentionality to.
So when we're saying thatthat's lots of things like
digital paid ads, okay, that's agreat call to action piece.
You know it can be.
Direct mail can sometimes be adiscoverable tactic in some
different manners, but you haveto have things out there.

(15:34):
You got to fill your wellbefore it's dry.
You got to have SEO tactics,you've got to have some of these
things running and they've hadsome time to marinate and to
gain some traction.
Not like, oh my gosh, I needcalls right now, let me, let me
decide to launch a campaignright now.
Too little, too late, ok, butyeah, when you have that solid,
brandable, memorable foundation,it helps these call to action

(15:54):
pieces perform so much betterbecause they feel like they've
already experienced you.
It takes them a few times tokind of click around sometimes
until they feel comfortable toactually make that phone call,
to give them a call, to give acompany a call when they search
for heating and cooling near me.
But if they've seen your billbefore, they've seen a direct
mail piece, they've seen a yardsign that helps speed up the

(16:18):
process.

Speaker 3 (16:18):
They stop their search there if they've already
experienced you.
Yes, yes, so dig your wellbefore you're thirsty is a great
thought.
There Again, I like to jumpback to pretty much what Emily's
saying here too.
Just to reiterate it isexpectations.
So call to action, it's it'sthe riskiest.
To me it's the riskiest.
It's the most expensive placeto be.

(16:38):
Everybody has a silver bulletfor you, Everybody has a
solution for what you'repeddling, and so it is to me.
It is one of the mostcomplicated places to be because
people want it to be theirsilver bullet.
And the call to action side isto me, if I see underperforming

(16:59):
calls to action, so Google localservice ads, PPC ads,
geofencing, geotargeting,retargeting, direct mail, all
those types of things that areasking for the business If I see
that they're low, performingodds are, the brand is not great
either.
So really all roads lead backto a pretty sour brand if you
will.
But you have to again set thoseexpectations.

(17:23):
If I'm going to spend $6,000 amonth on PPC or $15,000 or
$50,000 a month on pay-per-click, I need to have expectations of
what my return is.
And then I need to dig deeperthan just how many calls that I
get.
Team do what they were supposedto do, so did I book everything

(17:45):
that I could book and then whenI got out there was I hitting
average tickets or above averageticket.
So not always is it a tacticproblem.
Probably 50% of the time itcould be an operational problem.
I tell this story sometimes wehad a client that was like this
pay-per-click campaign is notworking for me, and I was like
man, pay-per-click is so like,it just is like a necessary evil
in some markets.
And so I'm like, well, let mego look.

(18:08):
So you got like 13 leads Again,nothing to write home to mama
about, but 13 leads and you onlybooked four of them.
So was the problem?
The leads?
Were the leads not good, oryour CSRs not good, and that
just iterates itself over andover and over again.
So, but you have to spend moremoney in that call to action

(18:28):
bucket if your brand is not onpar already.
So I want people that are justlooking for my phone number,
right, the internet.
I just want it to be like thenew phone book Just be looking
for my phone number.
I don't want them to beresearching all their options,
Right?
So I want to build a brand, butin that call to action bucket.
Many of you have all of youreggs in a PPC bucket or you're

(18:51):
fighting against Google localservice ads when, to me, it is
the cleanest call to actiontactic that you could be running
right now.
Like I don't know why anyonedoes not have Google local
services set up, it is, it's,it's mind blowing to me.

Speaker 2 (19:08):
Well, let's talk a little bit about what Google
local service ads are.
Because, you know, I wastalking with a client yesterday
and he's very new to the digitalspace and he's like, you know,
I think I think we got somethingon that Google and kind of
turns out that he was talkingabout his Google business
profile and he's like, yeah, wegot that.
I was like, okay, but we'retalking about Google local
service ads, GLSA, and so thoseare guaranteed leads, like when

(19:29):
they actually call you is whenyou get charged for that, for
that lead.
It's not PPC, where it's justclick, click, click, clackety
clack, as Crystal likes to say,because we all know no one's
ever made payroll off of clicksand impressions.
Okay, we need absolutely thatwe can do the jobs on.
So GLSA is a different way ofshowing and displaying the ad.

(19:50):
You give it a budget and thenGoogle kind of sifts through the
people that are there in theirlocation, most closest to the
searcher.
That's doing that.
But it's a great way to nothave wasted spend and wasted
money.
Guaranteed leads, but and thiscan almost go a twofold you have
to have ways that one, you cantrack your marketing efforts.

(20:11):
So tracking is another keypiece to this.
But then two, communication toyour team.
So like how you were saying,crystal, like a lot of times
it's an operational problem,like, hey, we had 13 phone calls
come in here but you onlybooked four of them, like there
was nine missed opportunities.
So like, did you communicate toyour team, but like, by
goodness, you better book thosecalls when it comes through.
On this tracking phone numberthat says from this direct mail

(20:33):
piece or from this GLSA, like wepaid money for that one, that
one didn't just happen to fallin our lap.
So like we best booked thatcall.
It takes that communication,but then it also takes that
effort of tracking it to knowwhere it originated, from, where
the source was.

Speaker 3 (20:49):
Yeah, and point of acquisition, right, point of
acquisition.
So I know, as a marketer,really what my bosses want to
know is where did the majorityof our leads come from, and were
they good leads, were theysolid leads?
And so heck, I want to lookgood, right, like marketers, we
want to look good, we want ourclients to be successful, we

(21:09):
want our companies to besuccessful.
So we have to look at this like.
I want to know what is bringingin more leads and how can I,
how can I give more to it?
The funny thing is I still havea lot of clients who will say
that, glsa, I want to ramp thatup and I'm like we all do, sir,
like we all do, and so I willsay that a lot of times you
would want to make sure.

(21:30):
Like Google local service adsI'm going to answer Andrea's
question.
It's in the chat right there.
Google local service ads meansthat someone sitting in their
home or at their office went tothe Internet and to their search
and said AC services near me.
They didn't search your name,they didn't even barely search

(21:51):
the company with a penguin.
They literally said hey,everybody that has an eating and
air conditioning company, comeat me what y'all got?
Come at me, thanks,conditioning company.
Come at me what y'all got.
Come at me, yeah, now,thankfully, google Local
Services.
You had money set up.
It popped up and the companywas like oh, I think I've heard
those guys, let me click on them.
So when you, when someone callsyour company from Google Local

(22:11):
Service Ads and they didbusiness with you in 1996 and
you gave them one pound ofrefrigerant, they are not your
existing customer.
If they haven't done businesswith you in the last 18 to 24
months would mean they're not onyour membership program, they
haven't done a tune-up.
That would mean they were notyour customer, they were a new
client.
You acquired them again, okay,but you had to reacquire them

(22:34):
because you did not win themover, nor did you keep them
engaged enough for them to onlythink of you.
So that is why, again, I goback to diversification.
So, hopefully, what happened iswhen they saw your name pop up,
they were like, oh yeah, I'veused them before, right, but
remember they?
you weren't memorable enough forthem to remember your name, or

(22:56):
they would have you, yes, and soto me, what should be a red
flag is, if I'm constantlyreclassifying GLSA leads as
existing customer, that shouldbe a red flag to marketers.
Like, something's not righthere with like, I can't keep
claiming these people becausereally, what drove them back to
me, what made them pick me, wasGoogle Local Services, Because

(23:19):
if I didn't have money in thattactic, someone else would have
picked them up.
So you really need to know,have good expectations on those
types of ad spend.
Now, PPC is wild wild west,Clickety-clack, like Emily said,
that's just whoever wants toclick around in there.
I just feel like it's a gangfight.
So the other call to actionthat I love is direct mail, and

(23:43):
people are like I don't knowwhen I should start direct mail.
Well, again, there's no secretsauce that works for everyone.
But I have two philosophies ondirect mail.
Number one if you don't have asolid brand, don't waste your
time on direct mail.
Okay.
So, like, if you are the samered and blue and you've got,
like you know, comfort no, I'mjust kidding, Everybody has a

(24:06):
comfort in their name.
But, um, you know, if you'vegot like um crystals, heating
and air conditioning and it'sgot a snowflake in a raindrop
and I've not done any mass mediaand I'm going to send out one
mail drop and be like directmail sucks Right.
So what shall happen is thatdirect mail will not perform for
you because you did not set itup for success.
It has to be like it has tomarinate for a minute.
So if you have a strong brandso when I talk to companies that

(24:28):
are 15 years old and have had asolid brand and done a really
good job of wrapping bands anddoing social media, I'm like you
have a low hanging fruit fordirect mail OK.
But those of you that have beenin business two years, you had
one logo.
You changed it.
You just now are wrappingtrucks Don't do direct mail.
Yet unless you are settingyourself up correctly to know

(24:48):
that the expectations is that itwill not perform strong up
front, you have to let itmarinate.
So no, going into this.
Normally you should get two tothree calls for every thousand
cards that you drop.
Whatever you're dropping, twoor three calls, think about it.
For every thousand pieces ofmail that you drop.
I bet it's that number forevery two or three thousand you
drop with a terrible brand orwith an unknown brand, and so

(25:12):
direct mail can really be a coolthing to add on.
But again, setting theexpectations in your head so
that you know you're notdisappointed because it's not
going to work up front and youneed to do something that is
very disruptive, so like, hey,we're here.
So the roofing company that Iwork really closely with, we are
moving into a new market andwe've already done a lot of

(25:34):
community support and lots ofsocial media geared towards that
area.
But we are launching a straightup interrupter large envelope
that's shaped like a roof, it'sgot a shape to it into a new
market.
But we're literally saying onthere we're so glad to be here
to serve the lumberjacks ofNacogdoches Right, and so our

(25:54):
expectations are.
We know this is a branded play,and so I just encourage you to
think that way.

Speaker 2 (26:00):
You know, and I heard someone saying that, like
direct mail we know this is abranded play and so I just
encourage you to think that way.
You know, and I heard someonesaying that like direct mail is
when you actually have theirattention for like 10 to 15
seconds beyond just scrollingreal quick on social media,
things like that.
Because, like, from the timethey walk to their mailbox, from
their mailbox to their frontdoor, you have about 10 to 15
seconds where you're not on yourphone, you're not talking on
the phone, doing other things.
Like you have them for that.
So like, if you have adisruptor piece, like something

(26:24):
that's very large and that has acatchy saying, I was like, oh,
it makes me think twice.
It has some type of likescratch off or something like
that It'll catch their attention.
But another point I want to makeis direct mail, just like how
other things.
You got to have thatconsistency and that frequency.
But you need to go into thesame person.
Like I remember talking to acontractor one time and he's
like I have mail going out everysingle two weeks.
It's like, okay, great, thatsounds, that sounds great, like

(26:45):
that's a super high frequency,but in reality he was mailing to
brand new people every singletwo weeks.
Okay, now, not that you need toblow up the same person every
two weeks, but about every six,eight, 10 weeks we want them to
get another piece of mail fromus.
So at some point you got to quittrying to reach everybody and
let's start touching the samepeople with some frequency and
stuff, because the odds are thatI'm going to walk from my

(27:07):
mailbox and I'm going to walk inmy house and the AC is broken
or a pipe has burst and it'sflooding the day that that
postcard dropped like chancesare.
That's not it.
Okay, but if I've been havingsome problems, I've been limping
along my system, something likethat.
I was like ah, you know, I'mgoing to put this up here.
I might save this.
I'm put on the fridge for alittle bit, but I'm like another
one comes around Like it startsto let them think about it a

(27:28):
little bit longer and againyou're playing into there.
But you've got to have thatintentionality to talk to the
same people.
Whoever your ideal avatar is,talk to them with multiple touch
points and frequency.
It's not necessarily how manytimes you have things going out
in the post office, in the mail.
Think about that intentionalityto who is going to the same
person each time.

Speaker 3 (27:47):
Yeah, the engagement, the engagement.
So you know I tell the story toall the time about braces.
So, like really people that arereally good at this is
insurance companies, dentalcompanies.
They're good at always mailingbecause they know something's
going to happen Eventually.
You're going to have a problemand they put a postcard in your
mailbox 10 times a year and it'scost them $20.

(28:09):
And so any of you, let's saythey'll call you for three years
, any of you would do a $60 lead.
The problem is, can you affordto wait three years, can you
afford to wait 12 months forthat direct mail?
Again, I go back to.
You're going to be sick of mesaying this, but I go back to.
That's why you have to havethings that are meant to go fast
, things that are meant to goslow, things that are meant to

(28:30):
build, things that are meant tojust immediately ask for the
call to action, intentional,with an overall strategy, and
stop throwing just dollarsagainst the wall.
But just, you know, with thosethings, especially call to
action, you have to track it andyou have to stay on top of it.
You know Lemon Seed managesthis.

(28:51):
You know tons of contractorsright now, or we manage their
entire, all of their vendors,right.
So we're making sure thatvendors are doing exactly what
they're supposed to be doing.
That's what women's whole jobis to do, and I still see us not
us as in our clients, becausewe're all one big happy family.
But we we as partners here wedon't always move quick enough

(29:15):
or hold that vendor accountablefor performance.
And so I got this call oractually I'm at a show now and I
walked in to get set up at mybooth and I was like hey, love
your podcast.
He was on the podcast and he'slike I have a contractor, but
they're so leery of marketingcompanies because they feel like
nothing ever works, and so alot of times when I dig to the

(29:38):
bottom of what that means, it'snot clear expectations up front,
right.
So my biggest piece ifcontractors don't walk away with
anything else today, I wantthem to walk away with this.
It is your, our responsibilityas marketers for contractors and
the contractor themselves, tounderstand how things are
supposed to work and how youmeasure success for each tactic,

(30:00):
and then trusting the process.
Marketing is a true example ofI've got to trust the process,
but not being a whole fool andbeing taken advantage of on and
call to action is where I see ithappen the most is some guru
waves a social media post inthese contractors' face and they
just jump on it and I'm like,dude, this is going to be a

(30:22):
disaster for us to just hoparound.
We have clients even to thisday that want to.
It is a red flag to me, like Iwish I could just have a red
flag that you've had fourdigital providers in the last
three years.
I want to look around like um,it's you, I know.
I know and I hate to be thatway, but I'm like um and you

(30:43):
know, as we're talking to newpeople all the time that want to
work with Lemon Seed and we'retalking through things, they'll
say, well, now I'll change mydigital vendor and I'm like
listen, my goal is to.
I'm like, I'm like CPS up inthis thing.
Like, my goal is unification.
Right, I don't want to bust upfamilies, my goal is unification
.
But odds are, when people findout that Lemon Seed is on your

(31:04):
team and we're helping thosevendors get like, I mean, they
get their feathers ruffled andit's mainly because they know
we're about to ask questions.
They know we're going to askfor clarification.
And if you don't have someonelike Lemon Seed that's like
advocating for you and yourliaison with these vendor
partners then you should beasking questions, and no
questions are off limits, right,no questions are off limits,

(31:27):
and so it's your money and it'sthem performing.
Just make sure that yourexpectations are fair of what
should be working and you givethings time to work.

Speaker 2 (31:36):
For sure.
But it takes that in trustingthe process.
Hey, you're a part of theprocess, you know, you're
engaged with your digital vendor, you're asking these questions,
you're showing up to yourreporting calls, you're engaged
in this process.
And then I would also say, likethis piggybacks a little bit
off of communicating to yourteam.
So, like, beyond just tellingthem like hey, we're running
GLSA ads or we're running directmail, things like that, but

(32:03):
like, what are these adsactually saying?
Like, what does your directmail piece actually say?
Does it say a thousand dollarsoff in rebates or zero percent
financing for 12 months?
Or, you know, is it a lowbarrier of entry, like a tune-up
?
Does your team know what thatactually says?
So, when they call, it's like,hey, I'm calling for the free
cruise, that's the gift withpurchase on our top system, or
I'm calling for the zero percent, your team better not go.
Huh, or we're doing that or wedropped, you got it from us.

(32:27):
That's where we, as, let me say, we'll lose our whole mind.
But again, part of your processhas to be communicating to your
team.
Um, not only are we doing thesetactics, but like what does it
actually say?
How, how can they be prepared,because, at the end of the day,
what they're doing is they'reproviding assurance to the
customer that is calling in.
Okay, so you want to talk aboutbrand building?

(32:47):
Do they sound uneasy?
Do they sound like they don'tknow what they're talking about?
Do they sound like, uh, wemight do that, we might not.
That's not building trust withthat customer, and so that
starts at that very first phonecall, before we ever actually
drive the truck to their house.
Show up, look at the actualproblem.
All of that is building intoyour brand, and so make sure

(33:08):
that you're making that part ofthe process so that you can
maximize it and win thatcustomer over from step one to
the very final end.

Speaker 3 (33:14):
Oh yeah, and let me tell you something else.
That will like, maybe kick acomputer screen.
People have to say so.
You have an active client andthey're talking to your CSR and
your CSR has zero power.
They can't make any decisions.
So they got to call them back.
Forget it.
Forget it.
In today's times, people wantquickness.

(33:35):
So even me and Emily, if I haveto call you and get on the
phone and explain to four peoplewhat I need, odds are I've done
hung up.
I was already probably supposedto be somewhere else.
Sir, I am running late, orEmily's got a car full of kids,
or I'm in the middle of a golftournament trying to work.
You know, um, and so it is.
It is we need quickness, and soif you haven't empowered your

(33:57):
CSRs, definitely do that.
Toy.
Let me answer Toy's questionhere.
Any suggestion on how to keepyour customers from using PPC as
a phone book, or is that evenpossible so you can work with
your PPC vendor and a lot oftimes they can actually block
I'm going to use the word block,they don't, but that's my
little layman's term for it yourexisting customers from
actually having access to yourPPC campaigns Now, depending on

(34:22):
what they did okay.
So let's use a little likesomeone like my grandmother Odds
are she got she called one timeand then she wrote that number
down in her address book and soshe's going to call that number
every time.
So two things that I would dois number one, make sure my
digital vendor knows hey, I'mhaving this issue and I don't
want them to keep calling.
Can we set up some parametersto keep them from being able to

(34:44):
do that?
And then also just a gentlereminder like hey, miss Miller,
we're so glad you called again.
Hey, let me give you a moredirect line to the office.
This way you make sure yourcalls get answered.
You and I know that she wouldget answered on PPC as well,
whatever number that is.
But it makes her go like hey,go ahead, take this number down
right, just get her off of thatphone number for sure.

(35:08):
But no, great question, greatquestion.

Speaker 2 (35:11):
All right.
So we've talked a lot about ourmemorable bucket.
What are we doing to beremembered, to stay top of mind
for them?
We talked about, okay, whenthey do have that actual time of
need, our call to action pieces.
What we should be doing andconsidering there, and then kind
of the last bucket to our threebucket approach here at Lemon
Seed, is cultivating orfostering your existing customer

(35:33):
database.
Okay, so, like once we've doneall these things to be
remembered, to stand out, to getthe lead whenever they do have
that time of need, we'veactually won them.
We've done the service, we'vedone a good job.
How do we stay their guy?
How do we stay to where theyremember us?
They're not popping up againlike being reminded on a Google

(35:54):
local service ad.
How do we stay their guy sothey become a raving fan where
they recommend and they're anadvocate for us.
They're going to recommend themto our friends.
And then also, when things areslow, because we've done such a
good job up until this point,we've stayed top of mind to them
A lot of times when the phoneisn't ringing, we need something
to happen.

(36:14):
Going to our existing customerdatabase is the quickest way to
kind of drum up some businessbecause they've already done
business with us, they alreadytrust us, they already know us.
We've done such a good job ofthem to this point.
That's when we can really startto cultivate that and get over
into the shoulder season, getthrough the shoulder season in
some different ways, but we'vegot to also be laying that

(36:35):
framework before shoulder seasonagain, just to keep that
authority, keep that their guyaspect with it.
So, crystal, what are some waysthat we can constantly be
cultivating our existingcustomer database?

Speaker 3 (36:49):
Yeah.
So we have a lady, a girl women, on our lemon seed team that
writes content for us and she'sfantastic at it.
Her name's Rachel and I wasreading through her email copy
that was about to go out justanother set of us, and she's
fantastic at it.
Her name's Rachel and I wasreading through her email copy
that was about to go out justanother set of eyes.
And when I did, she was like,hey, you want to nurture, not
nag?
And I was like, oh, that is sogood, so we want to nurture that
database without nagging them.

(37:10):
So I'll never forget, we hadonly been lemon seed for like a
few months and I got this clientand I was like, oh, we're so
excited.
And I started looking throughthere and I'm like, do you email
your clients like every week?
And literally, like it was justlike they were calling them,
texting them, emailing them likeso much.
He was like, yeah, but myunsubscribe rate is really high

(37:31):
and and I'm just not getting anyrevenue.
And I'm like, because you'reannoying as heck, like no one
cares about their heating andair conditioning company that
much.
Like you just have to know it,right, like you, just I mean I'm
sorry that we're not the cooldudes on campus, right?
So, like both mine and Emily'shusbands love cigars and love
whiskey, and so like they wouldprobably love a weekly email

(37:52):
from whiskey and cigar people.
It's much more interesting, butlike, hey, y'all, I hate to
break it to us, but like peopledon't want to spend money with
us much more interesting, butlike, hey, y'all, I hate to
break it to us, but like peopledon't want to spend money with
us, it's not their idea of agood time.
So I definitely think one of theeasiest and least scariest
things that you could be doingto keep your database engaged is
an email newsletter.
It's not rocket science.
I would literally use it tobuild up my authority.

(38:14):
So, like, look at all that Iknow, look at all that we can
offer.
And then even tying in somecommunity support like hey,
here's how you can support, like, did you know that the spring
fest is this weekend?
Did you know that it's thecrawfish festival or whatever?
Um, and then also giving freecontent.
So, three things that you shouldnever put down the garbage

(38:35):
disposal.
Or you know four ways that youneed to be keep making sure the
outside of your house is helpingairflow, like all these cool
things that you could do.
And a customer of the month, areview of the month, a recipe
all of those things are just alittle a very genuine and
authentic email that doesn'tbother anybody, but it's got
just enough to keep peopleengaged.

(38:56):
You could do something coollike hide something in there, so
every month.
So hey, did you see where wehid the red apple?
Reply to this email and tell uswhere you saw it.
And three lucky winners aregoing to win a gift card to this
local restaurant and all you'redoing is getting them to engage
and stay engaged and you postthe winner on social media and
it just continues this processwhere next month you say

(39:19):
congratulations, emily.
Emily was the winner of ourfind the apple right.
It's so easy to make brandedcontent for things like that and
set that sucker up to roll out,set up the automation.
Every single person that's everdone business with you should
get your email newsletter.
That's a simple one.
Another one is setting uplookalike audiences using that

(39:41):
data for lookalike audiences onthings like social media ads and
things like that, but flippingthat a little bit and, in your
email content to your existingdatabase or your text messages,
really creating multipleaudiences.
So like who you know, who has asystem, because, remember,

(40:01):
y'all have done a good job asoperators and your CSRs are
getting age of equipment.
So, in the perfect world, we'vegot age of equipment in our CRM
.
So like, how fun is it?
It's not fun, but it's quirkyto get a.
We're celebrating five years,happy birthday to your water
heater.
But we also show that it's outof warranty.
So party's over, like how canwe help, kind of thing.

(40:23):
But when you start talking tothem specifically, like hey, we
were out at your home lastsummer.
Hey, you had heating problemsthis winter.
Hey, you live in HurricaneAlley, when you start talking to
them directly, you really canbuild up engagement and so it
just keeps that audience knowingthat you're there.
You're nurturing, not nagging.

(40:45):
You're just kind of chippingaway like oh yeah, oh yeah, oh
yeah, because again, I may notneed you, but once every like
eight to 10 years, imagine if Iget a new system, if I get a
brand new system from you as mycontractor, unless I get on your
maintenance program, whichthere's schools of thoughts
around that all the way around.
You need all that, but ideallythey're probably not going to

(41:05):
need you unless they're doing,unless you offer another service
right, like plumbing orelectrical, unless you're going
to do some type of indoor airquality.
So there's lots of optionsthere, but odds are they may not
be making another connectionfor five to eight years, and so
you need to.
It's a lot of work, but it'sdefinitely worth it.
Again, you just have to startbuilding, building, building, so
that eventually all thosethings are pumping in the same

(41:28):
space.

Speaker 2 (41:32):
Well, yeah, and like a couple of things you know you
were talking about a newsletterand like how that can go to
everyone and that's a greatopportunity to be social and not
be salesy, like sometimes youmight could throw an offer but
put it like way down there atthe bottom.
Feature your team, the employeeof the month.
Feature like hey, we were sohappy to sponsor the Goodwill
Bank and here was our team whenthey attended it.
Like those are those feel goodhuman interest pieces that

(41:56):
people like.
They like to know that.
Like hey, these people live andwork where I work where we live
, they're at the park as welltoo.
It's a great way to stay top ofmind to them.
But then when you can get downinto those more segmented
audiences, like Crystal wassaying, when you can curate that
content of like hey, we wereout there last summer and
installed some more Freon.
Hey, we serviced your plumbingbut we haven't done your HVAC,
that's where that content getssuper relevant.

(42:19):
Like they are talkingspecifically to me I know that
this was just for me, it wasn'ta blanket to everyone Battery
can really start to like kind ofpeak their interest and be like
oh, you know what, I have beenneeding that and that's where
you can set up those automationsand like it rolls for you.
Set it up.
That's one of those things thatyou can do a little bit more.
Set it and forget it and letthat thing work for you, um, but

(42:41):
some easy automations arewelcome.
Emails, thank you emails thoseare kind of like more one time,
but an open estimates email isone of those things that can
totally just make more money foryou later, um, but then also
the, the um, the who's, who, um,who has and who has not?
Who has done HVAC with us?

(43:01):
Who has not actually for surethe system?
Who has not actually doneplumbing with us?
So those are when you canreally start to segment out
those different audiences andbuild some really intriguing
ways to kind of cultivate andfoster your existing customer
database.

Speaker 3 (43:17):
Well, and you know, like you know, I, my sister and
brother-in-law, you know, we'rerunning this pest control
company and when we got ready togo I was like, okay, what are
we doing?
And my sister goes we only havelike 250 people in the database
.
And I'm like I don't care,those 250 people are going to
get our email newsletter.
And then now it's like it'sclicked with my sister.
Of course I mean she has nochoice because I talk to her
about it all the time.

(43:37):
But I'm always like, ok, who hasthe mosquito package but not
the ongoing services?
And so now I have talked it somuch to them that they're like,
hey, I want to tag this lady.
She said next year she wantsmosquitoes.
So I'm like, perfect.
Or hey, I tagged this ladybecause we shall sign the
termites.
We tried to treat them, but weknow this is going to come back.
And so eventually, when yourteam understands the why, the

(44:00):
importance of good, goodinformation into your CRM so
that your marketing people cancultivate that to move outside
of the CRM, you will really seethem grasp it.
And all of a sudden, like tagsget better, content gets better.

Speaker 2 (44:16):
And it's a little bit of digging.
Like, once you figure it out,you're like, oh, I could do this
, I could do this, I could dothis, and like, really, that's
where marketing it does kind ofhave endless opportunities.
So when you kind of understand,you know the reasoning why.
When it kind of clicks for you,you start getting a little bit
more creative in some ways to dothis, and so that's where the
magic happens.
Crystal, I'd love if we couldtalk, because I know it's one of

(44:37):
our favorite topics and onething that we really love to
help contractors out with atLemon Seed is the community
support piece.
It's another way of how you canbe memorable, be brand building
, but then there's also someways of how we can use it as
some lead generation.
Sometimes, if we have the rightintentions and follow up
tactics with it, there's somegreat ways of how we can

(44:58):
maximize community support.

Speaker 3 (45:01):
Okay, y'all, I was on , Emily and I were on this
Facebook Live with SarahGiorardo and her sweet friend.
I'm going to forget her nameright now.
What's her name?
Lexi, lexi, lexi Thayer.
I'm so sorry.
I'm so sorry.
I remember now but they weredropping bombs for me and I was
like, oh my gosh, this isamazing.

(45:21):
So used to, you would go out tocommunity events.
So back in my day, when I hadto walk uphill in the snow to do
community events for myfamily's company, I was
literally old school in thatthing like pieces of paper, give
me your name and your email andthat I would go enter all of
those into MailChimp or ConstantContact and send them an email.
Then, when they responded andall this stuff, well, now you
can bulk upload all of thoseaddresses, email addresses and

(45:45):
things that you get into the CRM.
So, killer, killer.
For those of you that are onService Titan and possibly
others, just Service Titan isthe one that pops up right now
that I know for sure we can dothat with.
So community involvement,community support Again, when we
lost the pest control company,when I've been helping this
roofing company, people are likey'all just started off
gangbusters.
I'm like we started off becausewe worth getting a new brand.

(46:08):
It is worth getting a mascot.
If mascots are your thing, it'sworth getting a mascot right.
It is worth emailing.
People still will look at usand be like you know, crystal, I

(46:28):
mean, I don't know how y'allbuilt that $35 million company.
It probably wasn't that, youknow.
Or, hey, emily, I know you'vedone this for 150,000 other
companies, but not this one.
We're different, you know.
But I just say this communityinvolvement is about being where
your ideal target market is.
So if your ideal target marketis a 40 year old white female

(46:48):
with two and a half childrenthat go to dance and soccer,
odds are you don't have tosponsor the biker around them,
right, like you don't have to beout there, but you might want
to be at the opening day ofbaseball season.
You might want to be atbaseball, like Little League's
Little League season.
You might want to be in thechildren's area of a local fair
or festival.
You might want to have yourmascot be in mascot parades and

(47:11):
things like that.
So you know, identifying areasand things that are happening in
your community that your idealavatar is going to be at is
where the money is, because allyou're doing and I've said this
again like five times todayshaking hands and kissing babies
is what you do, because you'retrying to build engagement.
You want them to literally fallin love with you as a

(47:33):
contractor and your brand andwho you are and what you stand
for, and then, when that problempresents itself to that
homeowner, they're gonna go ohmy gosh, let me call that dang
Armadillo company.
My roof just blew off.
I need to call the Armadillocompany.
Or, oh my gosh, there's acockroach.
I need to call the ladybugcompany.
Right, I need to call spot on.
But it takes a lot of work, ittakes a lot of intentionality.

(47:56):
And listen, I mean justshooting you straight.
It's hot, you got to lug stuffin, you have to buy a tent, you
need a tablecloth, you need amascot, you need a lot of those
things.
You don't have to have them.
There are other cool ways tojust be present.
Make a coloring sheet and do acoloring contest.
Right, hand out ice creams Ifyou're a heating and air

(48:23):
conditioning company.
Hand out ice creams If you're aplumbing company.
Like bring an old toilet, nowlet's please make sure that it's
not dirty.
That's disgusting, but you know, and painted a wild color and
let kids toss stuff into thetoilet, like tons of things that
you can do that don't cost anarm and a leg, but slowly but
surely be ticking away at whatyour community of support pieces
look like, and it's definitelygonna be a game changer for you
because you're slowly but surelybuilding a foundational brand

(48:43):
that will help everything elseperform better.

Speaker 2 (48:46):
Sure look for those ways of how you can be where the
people are, like where yourtarget market is, like at the
baseball field, at the Christmasparade.
Could you sponsor the photobooths where, like it's opening
day, of course I wanna get apicture of my kids and their
uniforms.
Like, I'm going to go to thisphoto booth and it prints out
and it has the template of yourcompany logo on there.
Can I provide a comfort topeople even when they don't need

(49:08):
me right now?
So, like, can I provide seatcushions for the uncomfortable
metal bleachers?
Can I provide cold water forthe plumbing company?
You know, whatever it's givingpeople a need, we're providing
comfort even when you don't needus.
Those are those memorableaspects that, again, it's hard
to say.
I handed out water, I handedout ice cream and it generated X
number of dollars, but what itdid do is it met people where

(49:31):
they're at.
It kind of it was memorable tothem, it, it touched their heart
in a way like they're justpanning out this stuff for the
good of it.
You know, um, that's how youcan maximize your community
support.
And then, if you have a plan ofa way to gather those email
address, maybe they scan this qrcode, like, hey, we're giving
away a free yeti cooler, scanthis qr code to give us your
name, phone number and email andwe're going to do a drawing at

(49:53):
the end of it.
Well, you know what you justgot.
You got a 50, 100, however manynames and emails and phone
numbers that you can thenremarket to Okay.
So, again, when you have thatintentionality sometimes it is
just for the good and the fun ofit of giving something away,
but then you can also have someintentionality of what is going
to be our follow-up plan before.
But you have to know alsobeforehand how am I going to

(50:15):
gather these things?
Am I going to have people writeon a little piece of paper?
Okay, that.
How am I going to gather thesethings?
Am I going to have people writeon a little piece of paper?
Okay, that might be like betterthan nothing.
But then you got to readhandwriting and all that stuff.
But is it?
You know?
I know Chirp can set up a quickpage where, like it's perfect
for community events, you havethis one QR code.
They give you their name andemail.
You can upload that into yourCRM system.
So, again, it just what you'regoing to do to maximize your

(50:38):
efforts and to make it all makesense, to make it tie together
and click for you.

Speaker 3 (50:45):
There's a lot.
There's definitely true.
There's just so muchopportunity there and it builds
and builds and builds over timeand it humanizes you too as a
person.
People are like, oh my gosh, welove you guys.
I mean, I went somewhere theother day and they were like,
who was in that Johnny costumedancing like that?
And I'm like, well, that wasactually my nephew, you know,

(51:06):
dancing in the Johnny costume.
And they were like we love towatch him.
And I'm like the 17 year oldthat's irritated that I made him
get in the ladybug contest orcostume, you know.

Speaker 2 (51:20):
And so it's.
It's pretty funny, yes.
So the main point of thisconversation is you know how,
how do we make it all click andtie together, and why you have
to have a real strategy to yourmarketing, or otherwise you will
constantly be frustrated.
If you're putting all your eggsinto one basket, into one
bucket one of the three bucketsthat we just talked about if
you're putting everything intoone, you will be frustrated and
disappointed.
You won't have the rightexpectations.

(51:44):
But when you can layer it allon, have a diversified approach,
that's where you can reallystart to see the sum of all
these pieces add up to more thanthey would individually.
And so some key takeaways thatwe want to give you is kind of
like our rule of three, so likewhy your ads need a strategy.
So when you're marketing andyou're advertising feels like a
well-oiled machine, it is givingclarity.
Clarity is going to save youcash.

(52:06):
Okay, so we're not justthrowing money at the wall and
hoping that something sticks.
Now we have intentionality, wehave strategy behind it.
Every dollar needs a plan, andso your strategy and your
expectations kind of help keepyou accountable.
It helps keep your spendaccountable, helps keep your
expectations accountable, andthen the right message to the
right audience.
So we talked a lot aboutunderstanding who your ideal

(52:28):
demographic is, who your idealavatar is, and then where are
they at?
Ok, targeting and messagingthat, speaking to them with
super things that are relevantto them, that would resonate
with them, that's what's goingto catch their eye and pique
their interest, versus justblanket salesy call me today.
That's not.
It's not resonating withanybody.

(52:50):
So the right message, the rightaudience, and then momentum
over mayhem.
So stop this feast or faminecycle.
Stop this like just throw moremoney at the PPC campaign.
I just I need more leads rightnow.
Get out of that rat race of theconstant lead generation.
Build your brand, cultivateyour existing customer database.
That's where you can start tofeel more balanced and not this

(53:12):
mayhem, constant rat race, fightover it all.
So those are kind of our ruleof three Clarity saves cash, the
right message to the rightaudience, constant rat race,
fight over it all.
So those are kind of our ruleof three Clarity saves cash, the
right message to the rightaudience and momentum over
mayhem.
When you can recognize that,have a balanced approach in
these three different buckets,you will start to see that
happen and make some magic, somelemonade for you.

Speaker 3 (53:34):
Absolutely, and you know just again, I know I've
harped on this a couple of timesbut make sure that you have
actual expectations that aretrue.
So not unrealistic expectations.
Have realistic plans for everysingle tactic that you deploy
for your brand.
Make sure that you'rerealistically looking at your
brand.
So, yes, branding is expensive.

(53:56):
So it's expensive for time,it's expensive for you know what
all you would need to redo.
But expensive is all relative,right.
So really like expensive forwhat you know what I think is
expensive Waiting, building abrand that you know you're going
to change.
So there's a bunch of ways tolook at that.
But setting expectations,setting plans, making plans and

(54:17):
then also like upholding yourend of the bargain.
So, as an operation person inoperations, like, if you're not
managing and having highexpectations for average tickets
and booking rates and closerates and how they treat the
customer, protecting thecustomer journey overall, so
that every step of interactionswith your company is
professional and upbeat and onbrand, then shame on you,

(54:40):
because we need to all beworking together as marketers
and operators on how we will winthe game.
So by doing so, you know whento pivot, you know when to push
and you know when to pause.
So today I paused billboardsbecause I'm about to push out
some Facebook ads and just givemyself a break, but I'm not
stopping it.
My billboards actually wereperforming well for the pest

(55:01):
control company, but I needed tochange their scenery because
that board had gotten reallyfull.
I actually live in that market,so it's gotten really full.
So I was like, let me pause andI'm going to push over here and
then when I know that that'sgotten saturated, I'll unpause.
So just knowing when to do thatis also very important.
Today my biggest goal and Iknow this was Emily's too is

(55:21):
that you stop thinking thatdigital is the answer to all of
your problems, that paid adswill solve every problem you had
.
If I could just get more leads,if I could just spend more
money on those things and it'snot true.
It's just you need a plan, youneed a strategy 100%.

Speaker 2 (55:37):
So hopefully you found some value and some
takeaways of what you can do toreally ramp up your marketing,
diversify your tactics and yourad spend.
And if this seemed like hey,great, but like I don't have
time to do this or I don't wantto do this, this is what Lemonsy
was designed to do.
So we would love to talk to you.
You all are here, friends andfamily, and we like to say

(55:57):
friends and family, talk free.
So we will gladly talk to youon the discovery call, just to
get to know a little bit moreabout you and your company and
see if Lemonsay could be a rightfit for you.
How can we develop a custommarketing strategy and then help
you on the implementation ofthat?
So Andrea dropped a link therelemonsaymarketingcom contact.
You can give us a little bit ofinformation and be directly

(56:18):
linked to a calendar link toschedule a time that works just
for you.
So this is what we do everysingle day.
We are passionate about it.
We have seen it transform lives, transform companies, transform
the success to impact for anowner and their employees and
their community.
And the good that we're doing.
We're passionate about it.
We do it every single day.
We would love to help you andyour company.