September 3, 2025 • 22 mins
If your recent jobs include everything from budget bathroom fans to complex commercial rewires, your marketing might be playing electrical roulette. In this episode of The eMobility Marketing Blueprint, Leonard Parker breaks down the costly consequences of vague, generalist marketing — and how defining your ideal customer can transform your business.
Learn how to build detailed customer profiles, develop a clear marketing philosophy, and create offers that speak directly to high-value prospects. Leonard also shares why saying “no” to the wrong jobs protects your brand, your team, and your bottom line — and how companies that specialize see better retention, close rates, and lead quality.
Stick around for his expert tip on how a 15-minute conversation with your best customers can unlock messaging that doubles your marketing effectiveness — without spending more on ads.
🎧 Subscribe now to stop wasting time on bad-fit leads and start building a business that attracts the right customers on autopilot.
Read the blog: https://destinymarketingsolutions.com/electrician/ideal-customer
Watch the video: https://youtu.be/HQGPBlQY5j8
Destiny Marketing Solutions specializes in marketing for electricians. Trusted by electrical contractors across the U.S., we help electricians grow through digital marketing—local SEO, local service ads, Google Ads, content, and automation.
🌐 Connect with Destiny Marketing Solutions
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Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Leonard Parker (00:00):
Let me guess.
Your last three customersincluded a.
Penny pension homeowner with abathroom fan, a commercial
office building with outdatedlighting, and maybe a restaurant
with failing circuits.
If you're nodding your headright now, I hate to break it to
you, but your marketing strastrategy is basically a game of
(00:21):
electrical roulette.
I'm Leonard Parker, founder ofDestiny Marketing Solutions, and
today I'm about to shock somesense into what might be the
most expensive mistake you'remaking.
Marketing to everyone when youshould be focusing on your ideal
customer.
Stick around to the end becauseI've got an expert tip that
triple one electrical company'shigh value leads and it's
(00:44):
something you can implement thisweek.
This is in theory, it's a provenapproach that's working right
now for electrical business likeyours.
Here's the painful truth.
Most electrical servicecompanies don't want to hear.
Residential and commercial isn'ta marketing strategy.
It's an a mission that you haveno strategy at all.
(01:05):
When you try to beat everythingto everyone, your message gets
diluted faster than water.
Hitting a live panel.
You know what happens?
You attract tire kickers.
Price shoppers and bad fitcustomers who drain your
resources and burn out yourteam.
Think about this.
When was the last time acustomer chose you because your
(01:26):
website said, we do everythingI.
Never.
That's because generalists getcompared on price while
specialists get chosen for theirvalue.
The worst part is those wrongcustomers.
Waste your time with endlessquestions, negotiate every
dollar, and still manage toleave mediocre reviews.
(01:47):
Meanwhile, your team is runningthemselves ragged, jumping
between completely differenttypes of jobs they shouldn't
have taken in the first place.
So what does a proper, idealcustomer profile actually look
like?
First, you need to define thespecifics, their industry or
property type, the typicalbudget range in buying behavior.
(02:10):
Are they emergency callers orplanners?
Do they research heavily or makesnap decisions?
Next, understand their painpoints and values.
What F frustrates them aboutworking with electricians?
What would they gladly pay morefor?
What makes them hesitate beforehiring you?
The go minus in your data.
(02:32):
Look at your past customers whopaid well, didn't haggle, and
came back for more work.
More importantly, who drove youcrazy and made you regret taking
a job.
Your do not work with, again,list is just as valuable as your
ideal client list.
If you serve different marketsegments, maybe residential
solar installations andcommercial maintenance, then
(02:55):
create separate profiles.
The property manager of amulti-family complex has
completely different needs thanthe homeowner installing an EV
charger.
This isn't some fluffy marketingexercise.
Your ideal customer profile is apractical tool that shapes every
marketing dollar you spend.
(03:16):
It determines where youadvertise, what you say, and how
you package your services.
And I'm gonna take a quickdetour here and show you an
example.
Of a ideal customer profile thatwe use for our clients.
And the name of this document isa customer avatar canvas.
And so it's built onunderstanding the before and
(03:40):
after.
So if you look at my last videowhere I discussed the importance
of.
Emphasizing the outcome orresult that you're getting for
your customers.
The before state is before theywork with you, so they have some
frustration and that's whythey're calling you.
And then the after state isunderstanding.
(04:01):
Af after you've delivered theservice, peace of mind that
their home is safer perhapsthere was something that was
hurting or disrupting theirbusiness operations, they now
have that result, that outcome.
And so we really want to go intodetail about this.
And then the avatar persona,just give them a name.
(04:22):
That's will make this persona.
Come to life off the paper.
Understand their demographicsand interests.
This can help you figure outdifferent angles for any
marketing messaging or marketingcopy.
I.
It can also help you understandwhere to find them.
Maybe they're hanging out inspecific Facebook or LinkedIn
(04:44):
groups.
Maybe they're hanging out onspecific subreddits.
Understanding their demographicscan really help you target them
better.
I.
And then understand what aretheir key purchase drivers.
Again, this is something thatyou can use in your marketing as
well, especially when it's closeto make a buying decision.
But whatever their key purchasedrivers are, you wanna make sure
(05:08):
you address these in yourmarketing outreach, or even when
you pick up the phone and you'retrying to close the deal, also
understand their frustrationsand fears.
This is a way to just layer on.
You know the frustration they'rehaving with the before state.
And then you can layer on thesefrustrations and fears and
(05:30):
really emphasize how you'regoing to alleviate those
frustrations and fears withworking with you in your
company.
And then once an aspiration, sothis is.
Meant to layer on the afterstate.
What do they want when workingwith an electrical services
business?
What are their aspirations?
So think about that for yourtarget service and your your
(05:53):
target customer.
And I'll leave a link to this inthe video description, so don't
worry about copying it down, butwe find that this really helps
structure.
And keeps us organized inbuilding these different
customer profiles.
And as I mentioned, if you offerdifferent service categories you
(06:13):
want to make sure you create oneof these for each of those
buying or decision makers inyour different service
categories.
Now, moving back over to mycontent.
And shifting gears to marketingphilosophy, so let's talk about
developing that marketingphilosophy that actually cuts
through to noise.
Ask yourself, what do youbelieve about electrical service
(06:36):
that your competitors don't?
Maybe you believe that everyhome should have an upgraded
electrical capacity for futuretech.
Maybe you believe propertymanagers shouldn't have to chase
multiple vendors for differentelectrical issues.
How do you want.
Your ideal customer to describeyou when referring you to
(06:56):
others.
This isn't about being reliableor professional.
That's the bare minimum thatshould be expected, but what
really sets you apart, yourdifferentiators might be your
specialized experience, theoutcomes you deliver, or de
values that drive your business.
Whatever they are, they need tobe baked into every touchpoint
(07:18):
with your prospect, your ads,your emails, your sales
conversations, even the way yourteam answers the phone.
Here's the counterintuitivepart.
A strong marketing philosophyshould actively repel the wrong
people while magnetizing theright ones.
If your marketing pleaseseveryone, it's not specific
(07:40):
enough to attract your perfectcustomer.
With your ideal customerdefined, you need to align your
offer specifically to theirneeds.
Consider how different customertypes need different approaches.
EV owners want straightforwardcharger installation packages,
not complex electricalconsultations.
(08:02):
Property managers wantguaranteed uptime and
preventative maintenance.
Not lengthy explanations aboutwiring.
I.
Your offers should speakdirectly to your customer's pain
points and sense of urgency.
If you're targeting new homebuilders, bundle your services
into a new construction electricpackage that addresses their
(08:25):
specific timeline andrequirements.
The way you structure your offermatters just as much as what
you're offering.
This includes your pricingmodels, hourly versus flat rate,
your guarantees and how youpresent options for higher end
residential customers.
A tiered good, better, bestapproach with clear outcome
(08:46):
differences works wonders.
Your goal is for customers tosee you see your offer and
think, wow, this made mespecifically, this was made
specifically for businesses likemine, or, this is exactly what
I've been looking for.
And to go on another quickdetour.
(09:06):
I wanted to share with you firstthat philosophy piece, so
developing that for yourbusiness.
So this is a workflow.
It's really just a list ofquestions that we make sure to
answer for all of our clients.
And you want to develop, andthis is going back to school,
but you want to develop a thesislike.
(09:28):
What do you stand for as acompany or as a electrical
services provider?
And first it starts withunderstanding the biggest
problems in your industry.
So we call these the macroproblems.
From there we go into what arethe outdated practices and
common mistakes otherelectricians and your
competitors making in the space?
(09:49):
Next, understand the industrygaps.
So perhaps there aren't enoughqualified specialists for your
area of specialization orexpertise in your area.
That's a clear industry gap.
Also, consider the commoncomplaints you get from clients.
So perhaps you have a databaseof this information that you can
(10:12):
quickly pull from, but if you'vebeen working with customers,
perhaps they've made commentsabout past electricians they're
worked with, this is a way thatyou can ensure that.
Those pain points, thosefrustrations are baked in to how
you approach prospects.
And there are other questionshere.
(10:33):
This is quite a long documentedseven pages.
But the point here is thateventually you want to get to a
place where you develop a uniquethesis for your business.
So if you want the thesis that.
We at Destiny MarketingSolutions we use when talking to
electric service companies thisis our thesis.
(10:55):
The Future of ElectricianMarketing lies in a seamless
approach that combines local SEOpaid search, reputation
management, and personalizedengagement strategies.
This integrated ecosystemensures electricians can
dominate all digital touchpointsand achieve sustainable high
value growth.
And that's something you can.
(11:17):
Weave into your website, intoany type of marketing that
you're doing.
And we make sure that ourservices align with that unique
thesis.
And then from there you canbuild on top of it core beliefs
and differentiators.
So what are your company values?
What sets you apart?
And then you wanna have aapproach.
So this is where you go intoproductizing your services.
(11:40):
So different service options.
But you sell them like they're aproduct like you would buy at a
store or on Amazon.
And then in parallel to this, wealso want to.
Define our market marketingposition.
So this is where understanding,again, your ideal customer, but
also understanding thecompetitor landscape and then
(12:04):
being able to vet your positionbased on that.
So again, I don't spend too muchtime on that, but like I said, I
will make sure to leave adocument or template in the
video description.
And then finally, you want todesign your offer.
So what will that be?
Is it a.
A low cost audit of theirsystems before the summer and
(12:27):
whatever is relevant to yourtarget market, your ideal
customer.
That, again, should be bakedinto the offer.
And where you're going here withthis, you want to develop an
offer statement the offerstatement.
It's a tool that communicatesyour positioning to the market,
and it really focuses on threethings.
Who is it for?
(12:47):
What do they want and how dothey get it?
So you might, for your idealcustomer, they might want
something and there might bedifferent options, different
avenues in how to achieve it,but how do you deliver that for
the customer?
I.
And then for offer pricing, youwanna consider the information.
So if it's you just give themmore expertise, maybe you offer
(13:12):
some type of consultation thatcould be one part of it.
And then of course, the labor.
So actually the delivering theservice.
So I'll drop that into the videodescription as well.
But start thinking about this,and this will really help you.
Establish that ideal customerpersona, and we suggest these as
(13:32):
first steps before you go outand start spending money on ads
or working with an agency orbringing on an in-house marketer
for your team.
So moving back to my content.
It is important to be okay withsaying no.
And this is something personallyI've had to grow as a business
(13:53):
owner over the years.
It's okay to say no.
Every prospect is not going tobe a good fit.
And let me tell you thoseprospects where I had second
thoughts or I just had thatweird feeling in my gut.
More times than not, they werenot a good, it just was not a
good mutual fit.
(14:13):
And this is where the rubbermeets the road.
You have to be comfortable withturning down business, or not
necessarily turning it down, butperhaps you establish a referral
network where you can at leastreceive some compensation for
them coming to you.
Not every service call is worththe drive time, the stress or
the risk to your team andreputation.
(14:35):
That cut rate landlord who wantsyou to just make it work while
pulling permits, that's aliability waiting to happen.
Create a formal disqualificationlist.
It's a checklist to protect yourtime and your team and your
reputation.
Train your office staff toidentify the warning signs of
bad fit customers before theywaste your valuable calendar
(14:57):
slots.
Preframe your boundaries in yourmarketing materials and intake
process.
Make it clear what types of workyou specialize in and what you
don't do or don't want to do.
When you're honest about thisupfront, you attract clients who
respect your focus.
Most importantly, be willing towalk away from customers who
(15:17):
only value price.
Every hour you spend hagglingwith a price shopper is an hour
you could have spent servingyour ideal customer.
Who values your expertise andpays accordingly.
This isn't just about beingselective, it's about elevating
your brand premium.
Electrical businesses don'tchase every job.
(15:38):
They carefully choose whichprojects align with their
strengths and values.
Let me share some, excuse me,let me share some real examples
of electrical businesses thathave transformed their results
through clear customertargeting.
And I'll keep the names out here'cause we still work actively
with some of these companies.
(15:59):
But one electoral companyspecialize in ev charging
installations, doubled theirclose rate simply by refining
their landing page copy or thetext on their landing page to
speak directly toenvironmentally conscious
homeowners.
By understanding exactly whothey were talking to, they could
address specific concerns andshowcase outcomes that mattered
(16:22):
to that audience.
Another team focusing ongenerator installations created
persona targeted offers fortheir ideal customers.
Affluent homeowners in hurricaneprone areas by speaking directly
to the fears of power lossduring storm season, they cut
their costs per lead by over 40%while increasing the average job
(16:44):
value.
Okay.
Multifamily focused electricianshave seen TR seen tremendous
success with property managerpackages that emphasize
scheduled maintenance andpriority emergency service.
One company created a quarterlyinspection program that improved
their client retention by 78%year over year.
(17:06):
You get the point.
The pattern is clear.
You know exactly who you'retalking to.
Your marketing resonates on adeeper level.
Your referral rates jump becauseyour messaging speaks directly
to your customer's world.
Higher ticket services becomeeasier to sell because your
prospect feels understood ratherthan sold to.
(17:27):
When electricians niche down andfocus on their ideal customers,
everything gets easier.
Your ads perform better, yoursales conversations flow
naturally.
Your operations become moreefficient and your customer
retention strengthens.
This is where our full circuitgrowth method comes in.
(17:48):
It's a systematic approach toaligning your entire business
around your ideal customer.
We help electrical businessesidentify their perfect fit
customers and build a completemarketing system around them.
Instead of random marketingtactics, you get a clear path
from customer understanding toconsistent growth.
(18:10):
The method starts by addressingthe fundamental challenge that
most electrical businesses face.
A lack of qualified leads, notjust any leads, but the right
leads for your specificservices.
We then implement a strategicprocess to get you found by the
right customers, convert more ofthose leads into profitable
projects.
Track what's working so you candouble down on it and
(18:32):
continuously move toward yourdream outcome.
The beauty of this approach isthat every element of your
marketing is perfectly alignedwith who you're trying to reach.
Your customer profile informsyour messaging, which shapes
your offers, which guides yourad targeting, which generates
leads that actually match whatyou do best when your entire
(18:55):
strategy is aligned to your bestfit customer.
Growth becomes inevitableinstead of accidental.
So how do you know if yourcurrent marketing approach is
properly aligned with your idealcustomer?
That's where our full circuitgrowth audit comes in.
We'll examine whether you have adocumented profile of your ideal
(19:16):
customer and if your messagingis consistently speaking to that
customer across all platforms.
We'll evaluate if your offersare positioned around their
biggest pain points.
If you're a lead generation,sources are attracting the right
prospects and repelling thewrong ones, and if your sales
process is optimized to convertyour best prospects, here's the
(19:38):
uncomfortable truth I.
If you're unclear on who you'refor, your marketing will never
perform at its potential.
You'll continue spending moneyon general messages that don't
resonate with anyone stronglyenough to choose you over the
competition.
If you're ready to transformyour approach and start
attracting the customers youactually want to work with, use
(19:59):
the link in our videodescription to book your full
circuit growth audit today.
It's a no obligation session.
Where we'll identify exactlywhat's missing in your current
customer targeting approach.
Before we wrap up, let me sharethat expert tip I promise.
One, that can dramaticallyimprove your customer targeting
(20:20):
even if you do nothing else, andit's this interview, your three
to five best customers, the oneswho have high ticket projects,
minimal stress and repeatbusiness.
Think of the guys and gals thatyou really enjoy working with.
Don't email them a survey.
Actually get them on the phonefor 15 minutes or better yet,
get them in person.
(20:41):
Ask them, what may you chooseour company over?
Others?
What nearly stopped you fromhiring us?
What's the biggest value youreceive from working with us?
Then extract the exact languagethat they use when a customer
says they choose you.
Because I needed someone whocould handle the entire lighting
retrofit.
(21:02):
While me having to managemultiple contractors, that's
gold.
That exact phrasing shouldappear on your website and ads.
And here's the tip.
You should also film it so youcan use it for your testimonials
and reviews.
Look for trends across theseinterviews.
Common job types, budget ranges,urgency factors, personality
(21:23):
traits and locations.
Build your customer's personabased on these real people, not
on who you think your customersmight be.
Your top customers already holdthe blueprint for finding your
next 20 ideal customers.
Get their words, not just theirmoney, and you'll transform your
marketing effectiveness almostovernight.
(21:45):
Remember, in electricalservices, clarity beats volume
every time when you know exactlywho you're trying to reach,
every marketing dollar worksharder and more efficiently.
Every conversation becomes moreeffective and your business
grows in a sustainable way.
If you found this video helpful,hit that like button and
subscribe For more practicalmarketing insights for
(22:08):
electrical service businesses,drop, drop a comment with your
biggest takeaway or question,and I'll respond personally.
This is Leonard Parker fromDestiny Marketing Solutions,
helping you stop chasing justany leads and start attracting
the right ones.
Until next time, keep yourmarketing as targeted as your
electrical work.
Let me guess.
Your last three customersincluded a.
Penny pension homeowner with abathroom fan, a commercial
office building with outdatedlighting, and maybe a restaurant
with failing circuits.
If you're nodding your headright now, I hate to break it to
you, but your marketing strastrategy is basically a game of
(00:21):
electrical roulette.
I'm Leonard Parker, founder ofDestiny Marketing Solutions, and
today I'm about to shock somesense into what might be the
most expensive mistake you'remaking.
Marketing to everyone when youshould be focusing on your ideal
customer.
Stick around to the end becauseI've got an expert tip that
triple one electrical company'shigh value leads and it's
(00:44):
something you can implement thisweek.
This is in theory, it's a provenapproach that's working right
now for electrical business likeyours.
Here's the painful truth.
Most electrical servicecompanies don't want to hear.
Residential and commercial isn'ta marketing strategy.
It's an a mission that you haveno strategy at all.
(01:05):
When you try to beat everythingto everyone, your message gets
diluted faster than water.
Hitting a live panel.
You know what happens?
You attract tire kickers.
Price shoppers and bad fitcustomers who drain your
resources and burn out yourteam.
Think about this.
When was the last time acustomer chose you because your
(01:26):
website said, we do everythingI.
Never.
That's because generalists getcompared on price while
specialists get chosen for theirvalue.
The worst part is those wrongcustomers.
Waste your time with endlessquestions, negotiate every
dollar, and still manage toleave mediocre reviews.
(01:47):
Meanwhile, your team is runningthemselves ragged, jumping
between completely differenttypes of jobs they shouldn't
have taken in the first place.
So what does a proper, idealcustomer profile actually look
like?
First, you need to define thespecifics, their industry or
property type, the typicalbudget range in buying behavior.
(02:10):
Are they emergency callers orplanners?
Do they research heavily or makesnap decisions?
Next, understand their painpoints and values.
What F frustrates them aboutworking with electricians?
What would they gladly pay morefor?
What makes them hesitate beforehiring you?
The go minus in your data.
(02:32):
Look at your past customers whopaid well, didn't haggle, and
came back for more work.
More importantly, who drove youcrazy and made you regret taking
a job.
Your do not work with, again,list is just as valuable as your
ideal client list.
If you serve different marketsegments, maybe residential
solar installations andcommercial maintenance, then
(02:55):
create separate profiles.
The property manager of amulti-family complex has
completely different needs thanthe homeowner installing an EV
charger.
This isn't some fluffy marketingexercise.
Your ideal customer profile is apractical tool that shapes every
marketing dollar you spend.
(03:16):
It determines where youadvertise, what you say, and how
you package your services.
And I'm gonna take a quickdetour here and show you an
example.
Of a ideal customer profile thatwe use for our clients.
And the name of this document isa customer avatar canvas.
And so it's built onunderstanding the before and
(03:40):
after.
So if you look at my last videowhere I discussed the importance
of.
Emphasizing the outcome orresult that you're getting for
your customers.
The before state is before theywork with you, so they have some
frustration and that's whythey're calling you.
And then the after state isunderstanding.
(04:01):
Af after you've delivered theservice, peace of mind that
their home is safer perhapsthere was something that was
hurting or disrupting theirbusiness operations, they now
have that result, that outcome.
And so we really want to go intodetail about this.
And then the avatar persona,just give them a name.
(04:22):
That's will make this persona.
Come to life off the paper.
Understand their demographicsand interests.
This can help you figure outdifferent angles for any
marketing messaging or marketingcopy.
I.
It can also help you understandwhere to find them.
Maybe they're hanging out inspecific Facebook or LinkedIn
(04:44):
groups.
Maybe they're hanging out onspecific subreddits.
Understanding their demographicscan really help you target them
better.
I.
And then understand what aretheir key purchase drivers.
Again, this is something thatyou can use in your marketing as
well, especially when it's closeto make a buying decision.
But whatever their key purchasedrivers are, you wanna make sure
(05:08):
you address these in yourmarketing outreach, or even when
you pick up the phone and you'retrying to close the deal, also
understand their frustrationsand fears.
This is a way to just layer on.
You know the frustration they'rehaving with the before state.
And then you can layer on thesefrustrations and fears and
(05:30):
really emphasize how you'regoing to alleviate those
frustrations and fears withworking with you in your
company.
And then once an aspiration, sothis is.
Meant to layer on the afterstate.
What do they want when workingwith an electrical services
business?
What are their aspirations?
So think about that for yourtarget service and your your
(05:53):
target customer.
And I'll leave a link to this inthe video description, so don't
worry about copying it down, butwe find that this really helps
structure.
And keeps us organized inbuilding these different
customer profiles.
And as I mentioned, if you offerdifferent service categories you
(06:13):
want to make sure you create oneof these for each of those
buying or decision makers inyour different service
categories.
Now, moving back over to mycontent.
And shifting gears to marketingphilosophy, so let's talk about
developing that marketingphilosophy that actually cuts
through to noise.
Ask yourself, what do youbelieve about electrical service
(06:36):
that your competitors don't?
Maybe you believe that everyhome should have an upgraded
electrical capacity for futuretech.
Maybe you believe propertymanagers shouldn't have to chase
multiple vendors for differentelectrical issues.
How do you want.
Your ideal customer to describeyou when referring you to
(06:56):
others.
This isn't about being reliableor professional.
That's the bare minimum thatshould be expected, but what
really sets you apart, yourdifferentiators might be your
specialized experience, theoutcomes you deliver, or de
values that drive your business.
Whatever they are, they need tobe baked into every touchpoint
(07:18):
with your prospect, your ads,your emails, your sales
conversations, even the way yourteam answers the phone.
Here's the counterintuitivepart.
A strong marketing philosophyshould actively repel the wrong
people while magnetizing theright ones.
If your marketing pleaseseveryone, it's not specific
(07:40):
enough to attract your perfectcustomer.
With your ideal customerdefined, you need to align your
offer specifically to theirneeds.
Consider how different customertypes need different approaches.
EV owners want straightforwardcharger installation packages,
not complex electricalconsultations.
(08:02):
Property managers wantguaranteed uptime and
preventative maintenance.
Not lengthy explanations aboutwiring.
I.
Your offers should speakdirectly to your customer's pain
points and sense of urgency.
If you're targeting new homebuilders, bundle your services
into a new construction electricpackage that addresses their
(08:25):
specific timeline andrequirements.
The way you structure your offermatters just as much as what
you're offering.
This includes your pricingmodels, hourly versus flat rate,
your guarantees and how youpresent options for higher end
residential customers.
A tiered good, better, bestapproach with clear outcome
(08:46):
differences works wonders.
Your goal is for customers tosee you see your offer and
think, wow, this made mespecifically, this was made
specifically for businesses likemine, or, this is exactly what
I've been looking for.
And to go on another quickdetour.
(09:06):
I wanted to share with you firstthat philosophy piece, so
developing that for yourbusiness.
So this is a workflow.
It's really just a list ofquestions that we make sure to
answer for all of our clients.
And you want to develop, andthis is going back to school,
but you want to develop a thesislike.
(09:28):
What do you stand for as acompany or as a electrical
services provider?
And first it starts withunderstanding the biggest
problems in your industry.
So we call these the macroproblems.
From there we go into what arethe outdated practices and
common mistakes otherelectricians and your
competitors making in the space?
(09:49):
Next, understand the industrygaps.
So perhaps there aren't enoughqualified specialists for your
area of specialization orexpertise in your area.
That's a clear industry gap.
Also, consider the commoncomplaints you get from clients.
So perhaps you have a databaseof this information that you can
(10:12):
quickly pull from, but if you'vebeen working with customers,
perhaps they've made commentsabout past electricians they're
worked with, this is a way thatyou can ensure that.
Those pain points, thosefrustrations are baked in to how
you approach prospects.
And there are other questionshere.
(10:33):
This is quite a long documentedseven pages.
But the point here is thateventually you want to get to a
place where you develop a uniquethesis for your business.
So if you want the thesis that.
We at Destiny MarketingSolutions we use when talking to
electric service companies thisis our thesis.
(10:55):
The Future of ElectricianMarketing lies in a seamless
approach that combines local SEOpaid search, reputation
management, and personalizedengagement strategies.
This integrated ecosystemensures electricians can
dominate all digital touchpointsand achieve sustainable high
value growth.
And that's something you can.
(11:17):
Weave into your website, intoany type of marketing that
you're doing.
And we make sure that ourservices align with that unique
thesis.
And then from there you canbuild on top of it core beliefs
and differentiators.
So what are your company values?
What sets you apart?
And then you wanna have aapproach.
So this is where you go intoproductizing your services.
(11:40):
So different service options.
But you sell them like they're aproduct like you would buy at a
store or on Amazon.
And then in parallel to this, wealso want to.
Define our market marketingposition.
So this is where understanding,again, your ideal customer, but
also understanding thecompetitor landscape and then
(12:04):
being able to vet your positionbased on that.
So again, I don't spend too muchtime on that, but like I said, I
will make sure to leave adocument or template in the
video description.
And then finally, you want todesign your offer.
So what will that be?
Is it a.
A low cost audit of theirsystems before the summer and
(12:27):
whatever is relevant to yourtarget market, your ideal
customer.
That, again, should be bakedinto the offer.
And where you're going here withthis, you want to develop an
offer statement the offerstatement.
It's a tool that communicatesyour positioning to the market,
and it really focuses on threethings.
Who is it for?
(12:47):
What do they want and how dothey get it?
So you might, for your idealcustomer, they might want
something and there might bedifferent options, different
avenues in how to achieve it,but how do you deliver that for
the customer?
I.
And then for offer pricing, youwanna consider the information.
So if it's you just give themmore expertise, maybe you offer
(13:12):
some type of consultation thatcould be one part of it.
And then of course, the labor.
So actually the delivering theservice.
So I'll drop that into the videodescription as well.
But start thinking about this,and this will really help you.
Establish that ideal customerpersona, and we suggest these as
(13:32):
first steps before you go outand start spending money on ads
or working with an agency orbringing on an in-house marketer
for your team.
So moving back to my content.
It is important to be okay withsaying no.
And this is something personallyI've had to grow as a business
(13:53):
owner over the years.
It's okay to say no.
Every prospect is not going tobe a good fit.
And let me tell you thoseprospects where I had second
thoughts or I just had thatweird feeling in my gut.
More times than not, they werenot a good, it just was not a
good mutual fit.
(14:13):
And this is where the rubbermeets the road.
You have to be comfortable withturning down business, or not
necessarily turning it down, butperhaps you establish a referral
network where you can at leastreceive some compensation for
them coming to you.
Not every service call is worththe drive time, the stress or
the risk to your team andreputation.
(14:35):
That cut rate landlord who wantsyou to just make it work while
pulling permits, that's aliability waiting to happen.
Create a formal disqualificationlist.
It's a checklist to protect yourtime and your team and your
reputation.
Train your office staff toidentify the warning signs of
bad fit customers before theywaste your valuable calendar
(14:57):
slots.
Preframe your boundaries in yourmarketing materials and intake
process.
Make it clear what types of workyou specialize in and what you
don't do or don't want to do.
When you're honest about thisupfront, you attract clients who
respect your focus.
Most importantly, be willing towalk away from customers who
(15:17):
only value price.
Every hour you spend hagglingwith a price shopper is an hour
you could have spent servingyour ideal customer.
Who values your expertise andpays accordingly.
This isn't just about beingselective, it's about elevating
your brand premium.
Electrical businesses don'tchase every job.
(15:38):
They carefully choose whichprojects align with their
strengths and values.
Let me share some, excuse me,let me share some real examples
of electrical businesses thathave transformed their results
through clear customertargeting.
And I'll keep the names out here'cause we still work actively
with some of these companies.
(15:59):
But one electoral companyspecialize in ev charging
installations, doubled theirclose rate simply by refining
their landing page copy or thetext on their landing page to
speak directly toenvironmentally conscious
homeowners.
By understanding exactly whothey were talking to, they could
address specific concerns andshowcase outcomes that mattered
(16:22):
to that audience.
Another team focusing ongenerator installations created
persona targeted offers fortheir ideal customers.
Affluent homeowners in hurricaneprone areas by speaking directly
to the fears of power lossduring storm season, they cut
their costs per lead by over 40%while increasing the average job
(16:44):
value.
Okay.
Multifamily focused electricianshave seen TR seen tremendous
success with property managerpackages that emphasize
scheduled maintenance andpriority emergency service.
One company created a quarterlyinspection program that improved
their client retention by 78%year over year.
(17:06):
You get the point.
The pattern is clear.
You know exactly who you'retalking to.
Your marketing resonates on adeeper level.
Your referral rates jump becauseyour messaging speaks directly
to your customer's world.
Higher ticket services becomeeasier to sell because your
prospect feels understood ratherthan sold to.
(17:27):
When electricians niche down andfocus on their ideal customers,
everything gets easier.
Your ads perform better, yoursales conversations flow
naturally.
Your operations become moreefficient and your customer
retention strengthens.
This is where our full circuitgrowth method comes in.
(17:48):
It's a systematic approach toaligning your entire business
around your ideal customer.
We help electrical businessesidentify their perfect fit
customers and build a completemarketing system around them.
Instead of random marketingtactics, you get a clear path
from customer understanding toconsistent growth.
(18:10):
The method starts by addressingthe fundamental challenge that
most electrical businesses face.
A lack of qualified leads, notjust any leads, but the right
leads for your specificservices.
We then implement a strategicprocess to get you found by the
right customers, convert more ofthose leads into profitable
projects.
Track what's working so you candouble down on it and
(18:32):
continuously move toward yourdream outcome.
The beauty of this approach isthat every element of your
marketing is perfectly alignedwith who you're trying to reach.
Your customer profile informsyour messaging, which shapes
your offers, which guides yourad targeting, which generates
leads that actually match whatyou do best when your entire
(18:55):
strategy is aligned to your bestfit customer.
Growth becomes inevitableinstead of accidental.
So how do you know if yourcurrent marketing approach is
properly aligned with your idealcustomer?
That's where our full circuitgrowth audit comes in.
We'll examine whether you have adocumented profile of your ideal
(19:16):
customer and if your messagingis consistently speaking to that
customer across all platforms.
We'll evaluate if your offersare positioned around their
biggest pain points.
If you're a lead generation,sources are attracting the right
prospects and repelling thewrong ones, and if your sales
process is optimized to convertyour best prospects, here's the
(19:38):
uncomfortable truth I.
If you're unclear on who you'refor, your marketing will never
perform at its potential.
You'll continue spending moneyon general messages that don't
resonate with anyone stronglyenough to choose you over the
competition.
If you're ready to transformyour approach and start
attracting the customers youactually want to work with, use
(19:59):
the link in our videodescription to book your full
circuit growth audit today.
It's a no obligation session.
Where we'll identify exactlywhat's missing in your current
customer targeting approach.
Before we wrap up, let me sharethat expert tip I promise.
One, that can dramaticallyimprove your customer targeting
(20:20):
even if you do nothing else, andit's this interview, your three
to five best customers, the oneswho have high ticket projects,
minimal stress and repeatbusiness.
Think of the guys and gals thatyou really enjoy working with.
Don't email them a survey.
Actually get them on the phonefor 15 minutes or better yet,
get them in person.
(20:41):
Ask them, what may you chooseour company over?
Others?
What nearly stopped you fromhiring us?
What's the biggest value youreceive from working with us?
Then extract the exact languagethat they use when a customer
says they choose you.
Because I needed someone whocould handle the entire lighting
retrofit.
(21:02):
While me having to managemultiple contractors, that's
gold.
That exact phrasing shouldappear on your website and ads.
And here's the tip.
You should also film it so youcan use it for your testimonials
and reviews.
Look for trends across theseinterviews.
Common job types, budget ranges,urgency factors, personality
(21:23):
traits and locations.
Build your customer's personabased on these real people, not
on who you think your customersmight be.
Your top customers already holdthe blueprint for finding your
next 20 ideal customers.
Get their words, not just theirmoney, and you'll transform your
marketing effectiveness almostovernight.
(21:45):
Remember, in electricalservices, clarity beats volume
every time when you know exactlywho you're trying to reach,
every marketing dollar worksharder and more efficiently.
Every conversation becomes moreeffective and your business
grows in a sustainable way.
If you found this video helpful,hit that like button and
subscribe For more practicalmarketing insights for
(22:08):
electrical service businesses,drop, drop a comment with your
biggest takeaway or question,and I'll respond personally.
This is Leonard Parker fromDestiny Marketing Solutions,
helping you stop chasing justany leads and start attracting
the right ones.
Until next time, keep yourmarketing as targeted as your
electrical work.
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