Episode Transcript
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Intro (00:01):
Marketing in the home
services industry has changed so
much over the past few decades.
Now an even more rapid pacethese last few years almost to a
point it's impossible to keep upwith what's trending. Have you
ever felt like marketing intoday's economy is
like flushing moneydown the toilet. That's where we
come in and help honest HomeServices companies just like
yours, learn and understand someof the most effective marketing
(00:21):
strategies today, strategiesused by some of the top home
service companies around theworld. My name is Javier Lozano
Jr. and welcome to the trusttipping point Marketing Podcast.
Javier Lozano, Jr. (00:36):
What's going
on everybody?
Welcome to another episodeof the trust tippingpoint
marketing podcast again, I'myour host Javier Lozano, Jr.
With anchor wave. And so we gotanother great episode that we'll
be covering today. And reallywhat what we're doing here is,
is really kind of explain alittle bit more about this whole
trust tipping point thing Iknow, we're kind of kind of was
beaten this thing in, we hadthis an interview that was
(00:58):
amazing with Lily that wasexplain a little bit more about
trust. And then our firstpodcast was explaining about why
we named this trust tippingpoint, all this other stuff. And
so what I'm trying to do is Iwant to educate a lot of our
guests that are listening tothis podcast about about this
whole trust tipping point. Andwe're and we're kind of
(01:19):
journeys. And so this is, what Imean by this is that like,
today, we'll be talking about isyour website. And you know, what
does your website have to do?
And, and what can it do tocreate trust and build it. And
so over the next few episodesthat you'll be seeing, as well,
too, is is just like, discuss alittle bit more about reviews,
(01:41):
and what the reviews can do tobuilding more trust for your
business. discuss a little bitmore about your Google searches
and what you can do to show upcorrectly on Google and how that
builds trust. So where I'mgetting to is all of these these
pillars is kind of one of hiswhat I want to kind of kind of
cover is that all these pillarsare all part of the trust
(02:01):
tipping point journey. And soyour your future customer, their
their interest, interested inyour business, they're
interested in your service, theyneed you to help them trust them
more. And it starts with thefirst thing, it's your
storefront, your storefront isyour website, your website is
(02:25):
what's going to either pushsomeone away and say, I don't
know about this, or they'regoing to be more intrigued and
engaged, and actually startinteracting with your website,
they'll start clicking on links,they'll start, you know, reading
some blog posts, they'll do allsorts of stuff. And so that's
what you're trying to do is isis really what you're trying to
(02:45):
do is you're trying to shortenthis journey on getting your
your buyer to your future buyerto call you to tax you want to
purchase your service to havetheir landscaping done to have
their their plumbing, fixwhatever it is. But you know,
the thing is that it really doesstart with that website. And so
(03:07):
your websites, it needs toconvey certain things. And so
before I dive into what awebsite needs to look like, and
what you need to have on yourwebsite, I want to explain
something be very clear on thisis that is that most people,
most companies, most businessesbelieve marketing is this, you
run an ad, you set them to astore and they buy, or you run
(03:31):
an ad, you set them to yourwebsite, and they buy. That's
exactly how they do this. Andand I'm not faulting you, if you
think this all the time, becauseeveryone does this every major
business has is like, you know,we got done watching the
Superbowl but a month ago, andeveryone was running ads, and
then sending them to a websiteor sending them to a store to go
(03:52):
buy something, you see what I'msaying, like we see this, you're
like, well, this is this is howit works. And I want to
reiterate this, this is what wasmentioned in my last interview
with Lilly, is that whenever wedo, whenever we do that, what's
really going on is that you'remissing out on a big piece of
the pie. Only 4% of people only4% of buyers actually take
(04:13):
action, only 4%. So that meansis this if you ran an ad, you
send them to your website andexpect them to buy if you're an
ad and 100 people saw that adand then 100 people all let's
just assume that all 100 peoplewent to your website, only four
of them are going to buy fromyou. What about those other 96
people? They are on a differentjourney. Okay, and this is why
(04:38):
we're I'm really hitting thiswhole trust tipping point to
make to help our Home Servicesindustries understand that the
purpose that what we're tryingto really emphasize is is that
your future customer is on adifferent journey, if you
understand that, and then youcan help guide them through that
journey to make the bestdecision for their family. for
(05:00):
themselves on hiring you, thenwhat you've done is you've,
you've probably gained acustomer for life. But more
importantly, you've become theexpert via authority, the person
that knows the most about thisstuff, okay? So I'm just want to
make sure we all understand thisis that this whole trust tipping
(05:20):
point journey, it's different,okay? And your buyer is not just
going to buy just because theysaw an ad, they're not going to
call you just because you know,your website says that you've
been around in business since1974. Or that you're a licensed
business, like, no one's gonnawatch that no one's gonna know
(05:42):
gonna react that, like, everybusiness should be licensed,
every business should haveinsurance like, like, that's not
a selling point. And so whereI'm kind of getting to now is,
is that your website needs tohave more than just like these
features, okay, about what youdo. Alright. So before we dive
into that, let me talk aboutwebsites, websites first need to
(06:04):
look modern, alright, they needto be up to date, they need to
have something that has beendesigned within the past, I'd
say no later than three years.
Okay. And you should be updatingyour website, probably every two
to three, maybe four years.
Like ongoing? And if you say,No, my website, it's it stands
(06:24):
the test of time. It really,your website stands the test of
time, like look at cars, youknow, look at look at your
iPhone, you know, this is aniPhone eight plus eight s plus
or whatever. It's the lastversion before it went into,
like the face recognition andwhatever, right? had this for
three years, this thing has seenbetter days. Okay, there are
(06:47):
better iPhones out there rightnow, does this still work yet
works? Am I missing out on someother features? Probably. Okay.
Am I going to be updating it fora new iPhone? Yeah. Okay. And
you should be doing the samething with your website, your
website needs to be modern andup to date. And so what does
that mean? What is monitored andup to date, what I'm getting to
is that it needs to be in asense, where when someone goes
(07:11):
there, someone feels like thisis a freshly clean, freshly
designed site. It looks likeother sites that they see not
other Home Services sites thatthey see other sites that
they're accustomed to seeing, itneeds to be like that. If you
understand that, okay, then whatyou're going to do is you're
going to get this whole, okay,these guys are up to date.
(07:33):
They're modern. Okay, that sortof makes sense. Like, a great
example is this is if you'reworkers, if you're a comp, if
your h vac, technicians show upto sites not in uniform in like
ratty shirts and jeans, lookingout of, you know,
unprofessional, does that lookmodern? Does that look
(07:54):
professional? Does that looklike hey, I want to serve you
and help solve your problems. Itdoesn't. So if your technicians
are supposed to look like, youknow, nice Polo tucked in
shirts, you know, relativelyclean jeans, you know, working
tight boots, like they have tolook and act apart, then your
(08:15):
website needs to do the samething to your website needs a
look and act the park as well.
So your website is reallydesigned. If you probably hear
this really loud noises, it'sthese guys are cleaning our
streets or something. Anyways,these websites are really
designed to really start kind ofbuilding that layer of like, Oh,
I trust you. I know who you are,I get what you do that sort of
(08:37):
stuff. And when you when you getthat you if you need to have a
modern website, then that'sgoing to be the beginning. And
so I know a lot of companies goto like Wix or go to one of
those other types of Oh, gosh,Squarespace. Okay, those other
those other types of websiteslike those, they're like, well,
(09:01):
they're easy to build. They'reeasy to build, but they're not
optimized correctly to wherepeople can find you the way they
should be. And there's certainthings there's, there's I guess
the best way to spend this,there's there's certain setbacks
that you don't get out of it.
All right. I, I can dolandscaping, okay. I can go and
(09:24):
dig a hole in my backyard. I cango and lay paver stones. I can I
can move rock. I can I can layretaining walls. Is it gonna
look good? Probably not. Okay,so, like, there's a lot of stuff
that I can do. And then there'sthings I'm like, you know what,
(09:46):
though? I'd probably be betteroff hiring someone than me
actually doing this myself.
Okay, I can watch plenty ofYouTube videos that tells me how
to do landscaping in mybackyard. Okay, I, there's all
these things I can do myself,but I'm not gonna do it. And the
(10:07):
reason I'm not gonna do that isI don't know how to do as
quickly as efficiently and ascorrectly as a professional in
that in that specific trade.
Alright, same thing with h fac.
Alright, I worked for an H fatcompany for 18 months, that's, I
can't, I can't diagnose what'swrong with my hpac, I can kind
(10:27):
of I can change the filter, youturn on the thermostat, I can
change the thermostat likethose, like, there's a few
things I can definitely do. Andthen others, I'm like, I have no
clue what I'm doing. I get I'mgoing to hire someone that's
professional. Okay. And that'show your website should be, you
should hire someone that's aprofessional, that that knows
how to design a high convertingwebsite that shares your message
(10:52):
that talks about your brand, allthat stuff. So you know what I
really want, like one want tokind of really emphasizes that.
Don't skimp out on your website,people and companies that say,
Well, I just have a website upbecause it's just like having a
yellow page, you know, ad in theyellow pages? No, no, no. Today,
(11:15):
your website is the first thingpeople see. Because they're
going to be going to Google,they're going to be typing stuff
in. If your site happens to showup, good job, you showed up
organically good, or you'rerunning ads. If your site looks
like trash, you just lost them.
Again, I just told you this,that 4% of people actually take
action. And by so if we sent you100 people, only four people are
(11:40):
going to show up. And if yourwebsite's not modern, you might
get zero. Okay, so that's whatI'm really trying to drive this
part in. Is that is that we'retrying to really get people
understand that, that if youwant to get more business, if
you want to get more customeractivity, all that stuff, you
need to start with thefoundation, the foundation, the
(12:01):
first pillar, okay? Having amodern up to date websites,
okay? hire someone that actuallyknows what they're doing. That's
going to deliver a good website,and don't skimp out on price.
Because we see this all the timeas well, too. Right? Like, what
do you do whenever you're,you're hiring a landscaper, you
(12:22):
get three bids. And you know,you look at your highest one,
you look at your lowest one. Andwe all know this, don't go with
the cheapest, okay? You look atyour highest one, you're like,
what are you offering thatyou're charging so much. And
then you look at your middleone. And you're like, well, this
higher price one, they get this,this, this, this and this, which
(12:43):
is valued at this, this mid tierone, you know, like I don't get
all those things, I wonder why Iwould have to pay to get those
things. And then sometimes youmight go with a higher price,
because you're getting morevalue out of it. So that's how,
you know, consumers are taughtto basically get quotes and bid
for projects. Like we just hireda landscaper, like last year,
(13:05):
and he's scheduled to do somework for us in April. Okay. And
we got bids. Same thing with ourwith patio done, we had like
three or four bids, becausethey're all over the chart.
They're literally all over theplace. And then, you know, we
finally hired somebody, whereI'm coming from is that a lot of
companies they skimp out on thiswhole website thing? Because
(13:27):
they don't believe it. They'relike, well, websites don't
generate me business. Well, ifyou have a trashy website, then
guess what, of course, it's notgonna generate unique business.
Do you really expect it to giveyou business? If it doesn't look
good? Like like that? Thatdoesn't make any sense. Okay, do
you expect to get morereferrals? If your landscaping
is shoddy? Do you expect to getmore referrals? If you do a poor
(13:48):
job and your hva see work? Doyou expect to get more
referrals? If you're, if you'reif your technicians don't want
professional? Don't take care ofthe customers aren't polite?
Like, like, do you expect morereferrals? No. And so that's
where we need to understand thisis that, like, this all starts
from the beginning. Okay, whensomeone is searching for your
(14:12):
service, they find your brand,they go to your site, they need
to see that this is a modernlooking site, they need to see
that you've invested in makingthis look good up to date. Okay,
they need to see that becausebuyers are getting smarter and
smarter every day. All right,they're not dumb. They're really
smart. Alright, so what I'mgoing to do is I'm going to give
(14:34):
you guys five tips on what yourwebsite needs to have in order
to help take that person throughthat trust tippingpoint journey.
Okay, five tips. So tip numberone is you need to have a web
ready logo. Okay, web ready.
This is what I mean by webready. It's not pixelated. So if
(14:55):
you don't know what pixelatedmeans is that it's basically
like a logo that you justscanned, okay, that you know
from either a patch that youhave or you like, you know, I
found it on my computer I miss,I'm gonna just put it onto the
website, it needs to be crisp,it needs to be clean. Think like
Nike, think Amazon, when youlook at their logos, they're
(15:18):
specifically designed forwherever they are. So they're
designed the right way for like,an app or they're designed the
right way for a website. Andit's not pixelated me, and
there's like, you see all thedots, it looks clean, okay, so
you need to understand that youthat your, your, your logo needs
to be web ready, okay, and itneeds to be like, it can't be
(15:42):
too small. And it can't be toobig. Because the way it loads on
different devices, if it loadson a phone, and it's too big,
it's going to you know,basically take up the entire
screen. If the the logo is ittoo big of a file, okay, it's
going to take up too long forthe website to load that actual
logo. So we've got these thingsabout our web ready logo, like
(16:05):
it can't be pixelated, it can'tbe too large of a file size,
because then they'll take toolong to load the site. And if a
site takes too long, guess what?
That takes you under load, thenyour buyers gonna leave. If your
logo looks pixelated, thenyou're biessing me like, they
don't even take the time to havea good stripe looking logo,
they're gonna leave, right? Ifthe logo is ginormous on the
phone, they're gonna like whatthe hell, man, they're gonna
(16:26):
leave. Okay, so like, like, I'mtelling you exactly how a buyer
goes through some of the stuff.
And I and it's interesting,because I'll have my wife do a
lot of the stuff around ourhouse when it comes to hiring
certain things. And then I'llkind of like evaluate as well,
too. And so when she's lookingfor a certain service to be
(16:48):
done, show depth, first thingshe does is she goes to Google
and she finds something andshe's like, I couldn't find
their website. They don't existto me, she won't go there. Same
thing with like, you know,essential look at Facebook. If
she's like, I can't find them onFacebook, either. They don't
exist to me, even though shemight have a phone number. Okay.
Another one is, you know, shewon't buy from someone where the
(17:11):
site looks kind of shoddy, she'slike, this looks a little
sketchy, I don't think I'm goingto buy from them. Okay, so
that's where I want you guys tounderstand is is that to help
your buyer get through thistrust tippingpoint journey, you
need to have a web ready logo,okay, web web. And if you don't
have a logo that's web ready,then you need to hire a web
(17:32):
design company that does thiskind of stuff. Okay, so if you
hire a web design company thatunderstands how to create you a
web ready logo, they'll takeyour current logo, they'll
either make it, where it's notgonna be pixelated, and they'll
give you different sizes of thelogo. So sizes for the website
sizes for like, for Facebooksizes for say, like LinkedIn,
(17:57):
they'll give you different sizesof that logo, so you can use it
in the appropriate places. Okay.
So that's, that's somethingthat's really beneficial of
working with a web designcompany that does web ready
logos, and does the maybe evenlike, create your own logo. So
let's say that you're in themarket of getting a new logo,
okay? I understand thatsomething that's that's not
(18:18):
something that a lot of homeservices companies don't want to
do. Because the cost of gettinga new logo, it's not so much the
cost of getting the logo, it'sthe cost of rebranding
everything else. So like all ofyour you know, your polos and
your shirts and, and your trucksand you're in everything has to
be rebranded. I get that. So ifyou don't want to rebrand the
new logo, get a web ready logo,okay? And so we can take a site
(18:42):
or a logo and make it to whereit's, it's gonna be ready for
the website, it's getting readyfor your mobile, it's gonna be
ready for desktop, it'll beready for Facebook will be ready
for LinkedIn, it'll be ready foreverything. Okay, it won't be
pixelated, you have differentsizes based on whatever your
needs are. That's that'simportant. So that's number one,
(19:03):
a web ready logo. Number two,your sales copy. Okay, that's
basically the text on thereneeds to be what we call persona
based conversion copy, personabased conversion copy. So what
does that mean? persona based islike your person, the person
that you're trying to sell.
Okay? And conversion copy,basically is is that it's what
(19:28):
you're writing that's designedto convert people to call the
take action to want to buy.
Alright, that's what you'retrying to create there. So you
want sales copy that speaks toyour ideal customer. Now, this
is the best way I can explainthis is that we've all been up
late at night watching stupidinfomercials. And then there's
that dude, that's selling, youknow, this new frying pan, you
(19:50):
know, and says that nothingsticks to it, whatever it is,
and the way they're speaking toyou, you're like, Wow, I didn't
realize Lives My life was messedup. Because the cheese stuck on
my frying pan, I need to buythis. And that's what's going on
is that these infomercials, theway they're scripted is that
(20:11):
they're they have the right typeof personality doing the
selling, okay, they have theright type of
script that's getting peopleengaged, you're like, oh, and
and all this other stuff. So,same thing goes with websites,
that you buy things. Alright. Soif you are accustomed to buying
(20:31):
stuff on the internet, payattention to your buying habits.
So when you're surfing, andyou're about to pull out your
credit card, and you're about tobuy something, ask yourself
this, why am I buying this? Whyam I taking the time to buy
this? websites are dead, but amarketing hub is what will
replace your currently outdatedand underperforming websites.
(20:51):
Ask yourself this question. Doesmy website have the five pillars
of marketing? If you're notfamiliar with that term, let me
explain. The five pillars ofmarketing are one, brain
identity and movement to personabased conversion company, three,
new opportunity strategy, forstrategic calls to action and
five supporting evidence. Eachpillar is a foundational
(21:13):
strategy to get more customeractivity, which is what we all
want as a business. So yourcurrent website is missing at
least one of these pillars,which is making your business
lose prospects, resulting inlost revenue. So ask yourself
this, what's a customer worth toyou? Okay, so your website
should be like your topperforming salesperson. If it's
not, then you need a marketinghub to learn more about a
(21:35):
marketing hub schedule a freeplaybook with our team at anchor
wave comm slash playbook. Andthen you're going to probably
it's going to be this is thatwhat what you're reading, it's
resonating with you, it'srelating with you, and it's
solving a problem that you have,and you want to have that
problem solved immediately. Sothat's why you pulled out your
credit card, and you're gonnapay for whatever that is,
(21:57):
whether it's $7, whether it's$27, whether it's $97, where
there's $2,000, whatever it is,so your website, the conversion,
copy the sales copy, itshouldn't be written in a
generic format it You shouldn'thave a generic type, where it's
for everybody. And if you say,well, we do work for everyone.
No, you don't youlike, if you market to
(22:18):
everybody, then you market tonobody. You need to speak to
specific type of audience, okay.
And so like best example, I cangive you on like speaking to a,
the best type of audience isthat I've got a friend that's
getting a pool belt in Florida.
And he is getting some bids andquotes. And so one of the places
he called, and then the guygoes, you know, we don't do any
(22:43):
jobs that is under $100,000. Weonly do premium work over 100
grand is like, oh, okay, so stoptalking them. Here's the thing
that needs to be conveyed on thewebsite. Because then otherwise,
my friend never would havecalled, at least the person that
answered the phone told him thatnow, you're not going to put on
(23:04):
your phone and say, or you're onyour website, say we only do
projects that are over $100,000.
But what you can do is you cansay we focus on premium based
projects that include this, doesthat make sense? So you're going
to use certain types of languageon your website that calls out
(23:27):
to your ideal customer. Okay.
And when you do that, all of asudden that person is reading
that sales copy. And they're,they feel like they're getting
spoken to by a professional thatgets them. And so, like, you
know, the another way ofthinking about this is is that
the sales copy on your websiteshould be your top salesperson.
(23:49):
Okay? Because it's working20 473 65 it should be
generating leads, it should begenerating phone calls, it
should be generating inquiries.
And if it's not doing that, thenyour website isn't really
designed to convert. And so I'veseen this a lot. And when I was
in the HVC space, I occasionallyI had people call me and say
(24:13):
hey, I know you're really goodat marketing. Can you help me
kind of figure out why ourwebsite isn't doing well? I'm
like, Yeah, sure. So I take alook at it. And there are brands
I didn't know like Brian, Ithink is an H vac unit and I'm
like what's Brian he's like it'sthe type a unit we sell. My no
one cares about that becausewhat do you mean? I go Think
(24:35):
about this. Do you thinksomeone's gonna call you and say
hey, I need to make sure yougive me a Bryant air
conditioning unit. He's like,No, no, no one ever would say
that. So why are you puttingthat in your website? No one
cares about that. You know whatthey care about? They care
about, you know what you'regoing to do how you're going to
fix their their HVAC system howou know you only offer the best
(24:58):
remium packages or services.
hatever it is, it's about theirroblems being solved. And so
hat you don't want to do onour website as well is you
on't want to have what we callechnobabble. Okay? Where you're
sing industry jargon, alright?
eople put in like, these, like,ou know, certifications, you
now, with different industriesnd organizations, no one cares
(25:20):
bout that. No one knows what its, like, there's a certain
ertification in the HVCndustry, which I actually
orgot what it is, I used tonow what it was, like, I don't
now, I forget what it is. Buto one cares about those things.
ike, like, you should beertified, it's this should be a
iven, okay, you should beicensed and bonded. Like, it
(25:42):
hould be a given, that doesn'tell people, you know, what
ells people is that is like,ey, is your HVC, you know, down
uring the winter months, duringuring winter, like the coldest
ime winter, we'll get to yourouse and under 24 hours and
ave your system up and running.
Like that sellssomebody? Does that make sense?
So you want to have your sales,copy speaking to your audience,
(26:07):
making them feel emotional aboutwhat you're talking about. Okay,
and be like, man, I really needto hire these guys. If your
website doesn't do that, thenyou need to hire a good, strong
copywriter. Okay, a copywriterthat understands your business
that understands how to writecopy that's going to help
(26:29):
convert and make people want toeither call you or opt in for
something like be, you know,basically, you know, put in
their name, phone number, email,that sort of stuff, or, or
something else, right. But itneeds to make them take action.
And so the best way to know ifyour website is doing this is
that you want to see if you'regetting leads on a regular basis
(26:51):
from your website. And if it'scoming through your site, and is
in the sales copy strong, thenthat's good. That means that
you're doing something, right.
But if you're not getting a lotof leads, let's say you're
getting phone calls, that mightbe good, but make sure you're
tracking this stuff. But youknow, at the end of the day,
(27:11):
when you have sales copy, that'ssomething that not a lot of home
service type companies haveexperience in doing. And so I
personally would recommendhiring that out. I wouldn't even
try to bother writing, it'sokay. There's certain things
that I'm really good at salescopy, I'm really good at
copywriting for emails and stufflike that. And there's other
times whenever I'll hiresomebody out to do certain
(27:33):
things, because I don't have thetime, I don't have the complete
knowledge of something. And thenwhen I read everything, I'm
like, Oh, this is perfect. Andthen I'll tweak it to kind of
fit what I'm trying to set tosell or to convey or whatever is
that that sort of makes sense.
So when you do that, you'regoing to start building more
trust in your in your idealcustomer. Alright, number three,
you need to make sure you haveprofessional photography,
(27:57):
professional illustration, okay,no stock photos, I repeat, zero
stock photos, okay? Like theperson that that's calling your
business, they want to see thereceptionist. All right, that's
answering the phone. They wantto know who the owner is. And
(28:18):
not just like, you know, Jack'sbeen to the owner since 1924.
You know, that's pretty oldowner 1974. Okay. Like they want
to, they want to see thesepeople, they want to see them in
a uniform, they want to see themin their trucks, they want to
see them doing work, they wantto see their work, they want to
(28:40):
see videos of them doing work.
This makes sense now, like, youdon't want to use stock images,
like, we all know what a stockimage looks like. It's cheesy,
it's corny, it doesn't lookauthentic, none of that stuff,
okay. And if you're saying, youknow, Javier, we, you know, we
(29:01):
don't keep a lot of ouremployees, then maybe you got to
do something to keep moreemployees on a regular basis, or
you need to update your picturesprofessionally on a regular
basis. But you want to haveprofessional pictures. Okay. And
it's really, really important tohave professional pictures
throughout your site, because ittells a story. All right, it,
(29:23):
you've got the sales copy, thatis, you know, words sell that
selling you. And then you havelike pictures that are like, oh,
wow, this is the owner. And thisis how he looks like he doesn't
look like some, you know, somesome scary guy that wants to
come to my house like he lookslike a normal legit person. You
(29:44):
want to do that. And so that'sgoing to help you continue to
build more trust because thennow you become more transparent.
You're using your sales copy totell a story, to get them to
trust you to get them toactually take action. You're
using the images Okay, haveprofessional photography to
actually get someone to be like,oh, wow, these guys are great. I
(30:06):
see. This is what their trucklooks like, this is what their
shop looks like, this is a lotof what their work looks like,
this is amazing. Like all thosethings, when you're doing that,
then what you've done is thatyou're helping your your future
customer gain more trust aboutwhat you offer what you do, and
they're going to call you,they're going to opt into
(30:27):
whatever lead magnet you mighthave. They're going to take
action. So give your futurebuyers an opportunity to trust
you even more. Okay? Like, trustme when I say this, okay?
Anyways, I know I'm like reallyharping on this whole trust
thing, but this is what it'sabout. Okay. All right. So next
thing, what you want to havenumber four is you want to have
(30:50):
branded typography. Alright, andyou're like branded typography.
What the heck is that? Do youjust notice what? here here's a
great example. This book righthere, this book that I, I've
read before several times calledexpert secrets. Okay. That's
branded type biography. Seethat? He has another book.
(31:14):
Russell Brunson has another bookthat is called.com secrets. And
it is literally the same way.
The only thing that's differentis that where it says expert, it
says.com. And where it sayssecret is the same way. same
font, same font. Okay. Here'sanother book. It's called
Traffic Secrets, same font. Youwon't have branded typography,
(31:38):
you have a certain type of fontthat you use throughout your
entire branding, on yourwebsite, on social media, on
your images, all of it. And ifyou're wondering, does it really
matter? What do you think likeAmazon? Does it Nike? Does it
Under Armour? Does it carrierthat makes air conditioning
(32:02):
units, does it? Why shouldn'tyou, you want to have a
typography that is about yourbrand. Don't use silly ones,
like Comic Sans, or somethinglike that. Okay. And so what's
amazing with with websites rightnow, okay, especially if you
have them designed by aprofessional web design company,
(32:24):
is that they can help you createa branded typography, okay, that
is specific for your brand.
Alright,there's different styles and
they'll, they'll look at yourstyle. And we do this actually,
at anchor wave two, they'll lookat your style. And they'll look
at your brand. Now look ateverything else. Now. So this is
this is what we recommend thatyou have this type of typography
(32:45):
because it goes along with whatyou're trying to convey. Okay,
it's easier to read, it's, it'sdoes this does that, etc. And
then they'll give you likeexamples like, this is how it
looks like in this, this is howit looks like in this style.
This is like in this style, andthey'll give you like two or
three examples. And then you canselect whichever one is best for
your brand. When you start doingthat, now you're getting to this
whole thing and that yourbranding your your company is
(33:07):
not only being a trustworthy,authoritative brand, okay,
but you have your own type offont. Okay, your own type of
style. And lastly, number five,you have a color palette. Okay,
a color palette that is usedthroughout your site.
Okay, and like when you thinkAmazon, you think of me, pull up
(33:33):
my app for Amazon. Alright, sowhen you think Amazon, they've
updated it, but their colorpalette is gonna be blue. A
little bit of orange, becausethe little smiley thing, right
little smiley face. And thenthey just now added like this
whole cardboard color, or colorpalette. Under Armour does the
(33:57):
same thing too. Okay, a lot ofbrands, Apple does the same
thing. A lot of brands do this.
So when you're trying to figureout typography and color
palette, don't look at otherhome services companies.
Alright, a lot of companies dothis. They'll look at like,
Well, let me go look at mycompetitor and see what they're
doing. Don't do that. Look atother top brands outside of your
(34:19):
space. Look at like technologycompanies look at clothing
companies look at retailcompanies, like look at those
brands, and see what they'redoing and model that. Why would
you want to model that becausethey're making a crap ton of
money. They spend a ton onbranding. They do a lot of
(34:41):
market research, okay? They,they're figuring they have this
all figured out, model them andwhen you model them, what that
does is that it makes you lookdifferent from everybody else in
your space. So that's some thingthat I experienced whenever I
was working at SEMA, mechanicalHVC companies to work for in
(35:03):
Denver. He, our CEO would belike, you know, let's go look at
you know, our competitors seewhat he's doing and like, No,
he's like, why not go becauseyou don't want to be like him,
you're trying to be different,everyone else is doing what
these guys are doing. And so youwant to stand out from the
crowd. So which is why I puttypography and color palette at
(35:25):
the bottom of this entire thingis because that's going to make
even stand out differently andfurther from everybody else.
Like there's a reason why Linuxhas a certain type of, you know,
color palette, and carrier has acertain type of color palette,
okay, like, carrier is blue,Lennox is red. They chose those
colors for a reason. And so whenyou do this, and you use it
(35:47):
correctly, throughout yourwebsite, it looks great,
professional, looks branded, andthose colors are going to help
sell more. Okay, because it's amodern looking website. So
that's, that's basically likethe, like the first pillar, if
you will, of that trust, trusttipping point journey, where
you're, you're taking your yourbuyer through a shorter journey,
(36:09):
by making sure the website ismodern and up to date. So the
site has had been, you know,updated within the past two or
three years. Okay. And if ithasn't, you need to invest in
it. Okay, spend the money, spendmoney. And I know, some people
are going to ask me like, well,how much money should I spend?
You should spend a significantamount of money, because it's
(36:33):
going to return dividends. Solet me kind of explain this.
Okay. If you spent $15,000 inthe new modern website, okay.
$15,000 in the last year for,let's say, three years, right,
$5,000 a year, do you think youcan make at least $5,000 a year
from your website? That ismodern, web ready? Has persona
(36:57):
based conversion, copy, goodsales, copy, professional
photography, nice branding, asfar as typography and a great
color palette, do you think youcan make your $5,000 per year
for the next three years back?
Yes, you will, you'll probablymake 10 times that 20 times that
(37:18):
100 times that? Hopefully, it'sa lot. And the reason I'm saying
this is that people are buyingthings that are making them
emotionally feel safe. Okay? Andso when you understand this,
you're going to be you'll begetting a significant return on
your investment. So don't lookat it as like, man, I gotta drop
(37:39):
15 grand on a website. No, Ilook at it as like, this is
gonna be a great opportunity tomake a lot of money on my
website. I when I had my ownbusiness, I spent how much I
think like $3,000 a year,roughly $3,000 a year on my
website. That was that's what wespent. I made 30 leads off my
(38:03):
site per month, we would close.
Obviously, we'd set 15appointments of those 30 leads,
and we would have, say 13 to 14of them show up and then close
like 1010 of them.
Right.
And that was every single month,and we were selling packages of
(38:25):
anywhere from 2000 to $3,000.
For each enrollment, that wasthe Talton entire total package.
Okay. If you looked at MFI, it'dbe like this is a tinderbox.
Right. So if you're enrolled 10people 200 bucks, that's $2,000.
(38:45):
That's just for one month,multiply that times X amount of
months. Trust me, I've alreadypaid for my website. I'm just
one month that that sort ofmakes sense. So your website
will generate you revenue. Thisis a lot of companies don't
think it does. They think thatit's just useless. And they just
put it out there just like itjust, it's just a check in the
box. That's all it is. Don't dothat. Because that's what a lot
(39:07):
of people do. Okay. And theydon't realize that consumers are
really savvy in that they'relooking to what see websites and
see who they're going to bebuying from based on their
websites. That's the first thingthey see. Most professional
thing. Okay, invest in it. Andso I use $15,000 as a random
number. But you might bespending roughly that on a good
website and everything heavier.
(39:31):
That is ridiculous. That is outthat is out of control. Is it
really is it really out ofcontrol, like the amount of
money I'm spending for mylandscaping? I think it's
expensive, but after comparingit with other people, it's a
fair price. It's good qualitywork.
Okay?
(39:51):
Don't skimp out on what's goingto get you the most business.
Okay, and it's going to possiblybe your best salesperson, okay?
Alright guys. So I hope this wasactually really valuable. I hope
you guys enjoyed it. If you haveany questions, let me know. And
other than that, something Iwant to kind of, you know, put
in there is, let's just say ashameless plug. But our company
(40:15):
anchor wave, we do web design,and we're really good at it. And
we do things a littledifferently. And you might be
listening to it in the middle ofthis podcast. And also, at the
end of the podcast, we have thisthing called a marketing hub.
And marketing hub is a reallydifferent way of, of how to do a
website. So we've stoppedselling websites. As of this
(40:37):
year, we no longer sellwebsites, we only sell marketing
cups. And the reason we sellmarketing cups is because of
what we're just talking aboutright now, this whole trust
important journey is becausewhat we've realized after 18
years of designing websites, andover 1300, almost 1400 websites
that we've designed, that thereis a certain path in journey
that buyers are going through.
And when we realized this, wecouldn't continue to sell
(40:59):
websites the way we used to inthe past, we had to change.
Okay, so this new innovative wayof designing websites, not only
is it going to be revolutionaryfor your company, okay, it's
gonna make you stand out fromall the other companies out
there that you're competing within your space. Okay, and so what
I'm getting to is, is that, thatif you really do need a website,
(41:23):
you want to have a consultation,you want to discuss it, let's
talk, man, let's see, like,we're not going to try to help
sell you hard. We're gonna do anhonest evaluation of your site,
give you some feedback, and gofrom there. And if you like it
great, and if you don't, no bigdeal. So anyways, if you're
interested in learning moreabout that, what you can use,
you go to anchor wave comm slashplaybook. Okay? If you go to
(41:44):
anchor web.com slash playbook,we'll schedule time to discuss a
bit more about your, yourwebsite, and then basically give
you feedback about your websiteand see what we can do to make
it better. Okay, so I hope thiswas valuable, guys. I love
talking about this kind ofstuff. And if you guys are,
we're a little hurt about maybea little harsh. Maybe you're in
the wrong industry. I'm justkidding. But anyways, I hope you
(42:07):
guys have an amazing day andI'll talk to you guys another
time. Thanks for joining me onthis episode of the trust
tipping point marketing podcast.
I'm your host Javier Lozano Jr.
A lot of home services companiescome to us at anchor way meaning
help with their overallmarketing strategy and their
digital presence. So what weended up doing was creating a
(42:27):
custom marketing playbook tohelp businesses just like yours
in the Home Servicesspace, have a
improved digital marketingroadmap for 2021. One of the
highlights during this HomeServices custom playbook is the
importance of having a marketinghub, which we call a website
killer. And I'll be honest here,today's websites are dead,
(42:48):
outdated and ineffective. After17 years in 1300 plus websites,
we've discovered the bestapproach to increase customer
activity and win more businessis by having a marketing and
marketing hub will help set yourhome services business apart
from your competition in placeyou as a leader in your space.
To learn more about whatmarketing hub is scheduling a
(43:10):
free Custom Home Servicesplaybooks by going to anchor
wave comm slash playbook. You'regoing to answer seven simple
questions and we'll give youfree access to this playbook.
Again go to anchor wave commslash playbook to get free
access to our Home Servicesdigital marketing playbook