Episode Transcript
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Intro (00:01):
Marketing in the home
services industry has changed so
much over the past few decades.
Then even more rapid pace theselast few years almost to a point
it's impossible to keep up withwhat's trending. Ever felt like
marketing and today's economy islike flushing money down the
toilet. That's where we come inand help honest Home Services
companies just like yours. learnand understand some of the most
effective marketing strategiestoday, strategies used by some
(00:23):
of the top home servicecompanies around the world. My
name is Javier Lozano Jr. andwelcome to the trust tipping
point Marketing Podcast.
Javier Lozano, Jr. (00:35):
Hey,
everybody, welcome to another
episode of the trusttippingpoint marketing podcast.
I'm your host Javier Lozano Jr.
And I've got an amazing guest.
I've already talked about herbefore in our first episode, and
so excited to have her Her nameis Lily darling, she is the CEO
for anchor wave. Hey, Lily.
Lilly Darling (00:53):
Hello, everyone!
Hi Javier, it's so awesome to be
here.
Javier Lozano, Jr. (00:56):
I'm so
excited. I mean, this is, um,
one of the interviews I've beenlooking forward to, because I
think you and I just we love togeek out on marketing. And to do
some more now.
Lilly Darling (01:07):
Do that quite
often, it's one of my acts. So
excited about talking about somecool stuff today.
Ad (01:13):
That's awesome. So Lilly,
you know, basically, this, this
podcast is new. And what I wanteveryone to kind of know is is
more about you, your background,kind of you know what you've
been doing? Let everybody know,kind of like you know how you've
been helping other companies ineither Home Services, or just
even in general in marketing,and just explain everything from
(01:34):
there.
Lilly Darling (01:34):
Sure. Well, it
all started over four years ago,
okay, that's, maybe that's toofar back then you want to go.
But I do kind of like to justkind of give the introduction of
my focus and my passion. It'salways been around things
related to marketing and thingsrelated to business. So I went
to the University of Arizonaafter growing up in the very
(01:57):
cold North Alaskan winters, andcame down to get some sunshine
and an education. So that was mytransition to Arizona to Tucson,
and went to school for graphicdesign and for marketing. So
it's always kind of been thisduality for me in terms of in
terms of focus. And I, for along time struggled and thought
those were two competing kind ofsides of the coin. But really,
(02:20):
they have provided me with somuch opportunity and just an
interesting relationship betweenthe branding the character of a
company, the identity of acompany. And then on the flip
side of that, what is the whatare the actual tactics and
strategies and things thatconnect with consumers and get
them to buy things that acompany can do to create
(02:40):
loyalty, and all those wonderfulthings that go along with
business marketing. So it's beena awesome ride, I owned a
branding and graphic designcompany still do. And so that
kind of carried me through thefirst decade after college and
allowed me to really put my feeton the ground. In terms of so
(03:01):
many things, I also did a fouror five year stint with a local
agency got to be, you know,television production, and
billboards, and all those kindof things. But back in back in
those days, and this is where Iam going to probably just drop.
not that old. But agereferences. It's just that this
industry does change so much, soyou can't help it back in the
(03:23):
day. But back in the day, thefirst thing that people would
ask us for would be a businesscard or a logo, right? Those
were always the firstintroductory, introductory
elements. And to some degree,those still stay as one of the
foundational kind of components.
But that really started to shiftabout 12 years ago, It then
became the very first questionanyone would ask would be how do
(03:44):
you do websites? What can you doto get me online. And so the
entire shift went from more of atactile paper, traditional
approach to recognizing thepower of the internet and
recognizing that a lot ofactivity was taking place, they
could grow their businessesonline. So at that point, I was
not a programmer. But you know,again, the fact that, you know,
(04:10):
branding, and all these thingskind of came together with web
gave me the opportunity toreally look at it and say, this
is where the industry is going.
And so around that time mywashing machine broke down. And
I had to go searching for aquick washing machine on
Craigslist and came across thisjob description. They were not
(04:33):
necessarily next to one another.
But I must have gone a littlebit off track and found the
opportunity at anchor wave andsaid, You know what, this is
really kind of coming togetherin terms of what I've been
noticing what people are reallyasking for, and I took it as a
sign. So who knows about thiscompany, you know, they they
(04:53):
could have been great they couldhave been not great and turns
out They were really, theyturned out to be really great. I
got a washing machine, and I gotan interview and began my
journey with anchor wave asinitially a project coordinator,
facilitating clients indeveloping their websites. And
so that is that's how I came onboard with with anchor wave.
Javier Lozano, Jr. (05:18):
I never knew
that. I mean, that's, that's
actually kind of a cool story.
So how it all kind of happened.
But I also agree with you wherethere's not a lot of people like
you where you have a design eyeand then you understand the
marketing piece, because I'm notsaying they're separate. But
it's hard for a lot of people tosee, like, some people can say
like, Oh, it looks pretty, butto actually be able to design it
(05:39):
and understand what people aretrying to convey. Versus like
the marketing side of like, thisis how we're going to promote
it. This is the copy we're goingto use. it's it's a it's almost
like two sides of the brain. Andwhat you have is it's a skill
set. That is it's rare, in myopinion,
Lilly Darling (05:53):
well, I think
that is going to tie into a lot
of our focus of where we'reheaded this year, as well. So we
can't just rely on one side,yes, it needs to look good, it
needs to catch someone's eye.
And there's very big reasonsthat it needs to do that.
Because there's just so manymessages coming at us as as
consumers, you have to standout, it has to represent
quality. But on the flip side,you can't just be pretty, you
(06:16):
gotta say smart stuff, you haveto understand your customer
base, you have to understand thethings at the right time in the
right order to grow thatrelationship. And that's really
what marketing does. So. So asyou know, I moved forward with
the web design team, I becamethe director. And then the Vice
President and just recently inthe last couple months has
(06:38):
transitioned to the CEOposition. And now, it just feels
like all of this stuff comingtogether at a really great time.
So I'm super pumped to be ableto now bring these things that
we've been working on to themarket, really take advantage of
what's happening in the worldalso in a positive way. There's
so much opportunity forbusinesses right now. And I
(07:00):
think that's what gets me reallypumped up is like anybody, you
know, listening. There's so muchopportunity, I think that's one
of the reasons we wanted to puttogether this podcast I correct
me if I'm, if I'm wrong, butthere's so much information
powerful for, for businesses touse right now. Because even you
know, in some degrees, some ofthe things that have happened
(07:21):
that have been, you know, maybenegative that have hurt related
to pandemic and an elsewise isreally opening up some different
doors. And so the best thingthat we can do is just look at
those opportunities and bringthose to the forefront and help
companies win. So that's, that'swhat I'm excited about right
now.
Javier Lozano, Jr. (07:42):
No, it's
awesome. And I agree with you, I
mean, this, the whole pandemichas definitely shifted how we
conduct business. And it openedup a lot of opportunities for
people that were willing todouble down and willing to say,
you know what, I'm not gonna letthis affect me, affect my
business, I'm going to pivot andfigure out a way to leverage
(08:02):
this opportunity. And every,every recession has an
opportunity where a business canactually sit down and either sit
on their hands and be like,can't do anything. Or, you know,
we're going to make somechanges. I mean, I look at it
like this, like, you know, thispodcast is about the home
services industry. But like,last year, the home services
industry, and a lot of segmentsexploded. I mean, you look at
(08:27):
Lowe's or Home Depot, whateverthey were doing, you know,
amazing because we were like,well, I'm bored at home, I've
got a you know, do a whole bunchof stuff. When was the last time
you saw Scott's lawn service,like Scott's seeding or
whatever, do a superbowlcommercial, like never. Yeah.
And the reason is, becauseeveryone was buying a lot of
their products to make theirlawns look better landscaping,
all this other stuff that neverwould have happened, if it
(08:48):
wasn't for this pandemic. I'mnot saying it's good or bad for
other people, but I'm trying toget to is that there's
opportunity there, we got tofind ways of leveraging it. And
I think it's great that youbrought that up. Um,
Lilly Darling (08:59):
well, I guess
just the industry, but just the
way that people are consumersare thinking about things or
making choices, the way thatthey're going about their
research, the way that they'refinding solutions for those
things that they need, andthey're paying where it is now
entirely different. So we haveto, you know, take another look
at things and and, like yousaid, see what that opportunity
(09:19):
is at, because things have justshifted for, for consumers. So
yeah,
Javier Lozano, Jr. (09:24):
totally. In
that kind of goes back to like,
not goes by but goes into ourfirst speaking point we're gonna
have here is, you know, what isthe trust tipping point, you
know, you and I sat here for, Idon't know, a few weeks trying
to figure out a name for thispodcast, and we were throwing up
all sorts of different namesand, and this one kind of just
stuck and it's been around ananchor wave. So maybe a little
(09:45):
bit of the history of the trusttipping point, how it kind of
came about and then what it isand explain that so that people
understand why this podcast iscalled that.
Lilly Darling (09:54):
Yeah, absolutely.
Well, I think it's it'simportant to convey what the
most Critical sort of thingthat's happening in marketing.
And even though on one hand, Ithink the word trust maybe has,
I don't know, it might draw uppictures of like a bank or have
a stuffy kind of businessperson, or they say, I trust us
or, you know, put your trust.
(10:16):
And it's like it, it could beconveyed as, as an older sort of
term. But what is refreshed andnew, and whenever you put that
together with trust tippingpoint, there's a whole
philosophy around it, that'sreally new, really important.
And I think we couldn't call itanything else. Because no matter
what angle we talk aboutmarketing, no matter what kind
(10:37):
of solution, if we're talkingabout SEO, or talking about web,
or we're, you know, we'retalking about what's the best
way to have an ad, all of itleads back to this trust tipping
point. So I think it's criticalto start at the most critical
point, we want to deliver themost value as possible, right
from the from the beginning. Sothat's kind of the reason why I
think settling on a name thatdelivers the most value was was
(10:58):
key to both of us. But in termsof how it actually came to be,
it's kind of like what we werejust speaking about the the
consumers that are in the in thehole in the world, and I'm one
of them, you know, it's not likejust they are out there, we're
all we're all consumers of allkinds of things, the way that we
think about things has shifted,and yet there's some similarity.
(11:22):
So the human brain is reallywired in fascinating ways. And
you know, me, this is one of myfavorite, you know, topics to
just talk about the psychologyof what's really happening
inside the brain. But when youpair that with what's going on
with consumer behavior, you canreally connect some insightful
marketing dots. And so that's,that's kind of where we go with
(11:45):
the trust tipping point. Soimagine this, that you're making
a decision about buyinganything. And we've got a couple
examples that we walk folksthrough? If you're going to buy
$100 pair of cleats, or I don'tknow how much those were, that
you bought for years on heavier,but there's 20 bucks. Oh, they
were only 20? Oh, well, greatdeal. We'll see. It happens for
small ticket items. And it alsohappens for if you're going to
(12:06):
invest in you know, real, youknow, buying Scott's you know,
for your lawn, we go throughthis process of making a
decision, right? And that seemsvery basic, of course, we have
to decide, but what is what arethe actions that we're doing
these days when it comes tomaking a decision. And so if you
look on one side of things,there's a certain amount of
technology that is involved inat our fingertips, right phone
(12:28):
in your hand. That is huge, overthe last, you know, 10 years,
and we know this, we know theimpact of having phones in our
hands has shifted the game. Butwhen we make a decision, and we
pair that up with thattechnology, then what are the
things that people are doingwith that phone in their hand
when they're making a decision,right? They're asking mama
Google, you know, they're goingthere, they're seeing what's
(12:49):
available. And that searchresult? That's one thing is what
is even an option in that searchresult. Then the second tier is,
Oh, now I see these little starsnext to that. What are people
rated? What's this companyrated? Was this product rated?
How far do I have to scroll toget to those stars or look at
how many stars they don't have.
So that's another piece thatthey're checking out, then you
might find something that lookslike it's the right product that
(13:11):
you're looking for, and youclick on it, what kind of sensor
emotion or, or feeling do youget from what they're
representing there. So there'sall these steps along the way.
And so the technology plays arole. So if you just think about
that all those three or fourdifferent decisions that I had,
or spots that I you know, wentalong in that decision making
process that have to be kind oflooked at and be present and be
(13:31):
kind of checked off. On the flipside of that, what I'm really
doing is, I'm just looking forevidence, I become like this,
this lawyer, looking for cluesand looking for evidence,
because deep inside my, mypsychological brain, I have
this, you know, this fight orflight, and I'm not going to go
into all the science around it,but your amygdala and what we
(13:53):
know about that is really thatold part of your brain that that
wants to do well and doesn'twant to, you know, be excluded
from the herd or have that, youknow, that survival kind of
mechanism triggered. So I needto be certain about whatever
decision I make, no matter ifI'm deciding, hey, it's not the
right time to buy these $20 pairof shoes, or, hey, I'm getting
(14:15):
enough evidence here that thisis a this is a good product, and
I feel good about buying it andalmost like I could defend
myself to the herd, you know,like, that's really what we're
doing as consumers is picking upenough clues to go forward. Or
we're picking up enough clues tosay I feel really strong about
not buying these now. And so,lots of times companies aren't
(14:37):
really considering this entirejourney that these little we're
consumers are going on. And it'snot necessarily that a lot of
companies have bad stuff alongeach of those, you know, steps
of the journey. Sometimesthey're just not paying
attention to it or, or there'snothing there at all. So when
you can get a consumer to checkall this box have gathered
(14:59):
enough clues, they get to theend of that route. And that's
what we call the trust tippingpoint, the moment where they
trust, right, you and they'vegathered enough clues and so
that trust is there. And that'sthe new way to think about trust
like that is powerful. Thatmeans there's been researchers
and energy, there's momentum, ifyou can get a consumer or your
client to the trust tippingpoint where they trust you, then
(15:22):
you can start to build a reallydynamic relationship with them.
That's whenever they are willingto fork over their dollars for
you, you know, and when they'rewilling to spend their time with
you. So it's critical, in termsof every every type of
application project program orservice that we look at has to
include those elements of, ofthe trust to the point because
(15:42):
we we recognize it's thebackbone of it all.
Javier Lozano, Jr. (15:46):
Now, it
makes complete sense. And I love
the way that you're explainedit, that it's a journey. And in
that a lot of people have thiswhole misconception that it's
like what we've said before oneof our one of our webinars, it's
like, people think that you justrun an ad, send them to some
sort of web site or storefront,and they buy, and that's not
really a buying journey, likeyou can't blame
Lilly Darling (16:06):
4% of people do
that, like that's, yeah, that's
hot buyers, 4% out of a whole100 you can spend $100, you're
only getting $4 back, no matterhow you look at it, 4% of the
people that you show the ad toare going to be the hot ones
that are ready to make it Oh,they're either impulse buyers,
or they have you just happen tostrike while the iron is hot,
(16:26):
but 96% you know, still havethis journey that they need to
go on. And you got to payattention to what they're going
to do next. Right. Otherwise,you lose that 96% of your, of
your budget.
Javier Lozano, Jr. (16:36):
Yeah, and
and that's the other part,
that's, I'm glad you actuallyhit that is that, you know,
companies need to start lookingthemselves as a guide. And you
mentioned that kind of whereyou're helping your your buyer
through this journey. And in alot of companies just they
almost kind of lean on theirtheir laurels, if you will,
they're like we've been aroundsince 1974. Well, let's be
honest, like no one cares thatyou've been around since 1974. I
(17:00):
mean, that might have workedback in the 90s, where like,
longevity was an importantthing. But today, we're looking
for saying like, and I'm notsaying companies in Home
Services space are doing this,but there are some people that
are, you know, residentresidential people that are
getting shamed, you know, byother home service type
companies. And it's unfortunate,because it gives a bad
(17:21):
reputation to really good,trustworthy companies that have
worked hard to take care oftheir customers, you know,
Lilly Darling (17:28):
yeah. So I think
that's a good point. Like, if
you, if maybe one of thesethings along that journey, were
left out by a reputable, youknow, company that is, you know,
maybe family owned, and they'vebeen doing great work. And
actually, maybe they have somany happy customers, but
they've never put that evidence,you know, out there, or someone
(17:49):
who's searching, then, you know,they lose out. And I think
that's really heartbreaking.
Because those, those are thecompanies that you want to stick
around because they do goodwork, and you want to like
support them. So it is anunfortunate thing. I think
that's one of the reasons why wewanted to bring this podcast
fourth is to be able to say,Hey, you know, there's some
opportunity for you to take allthis great work that you're
(18:10):
doing your zone of genius, and,and put it in a place where you
can really grow and strengthenyour business.
Javier Lozano, Jr. (18:19):
Yeah. And
that makes complete sense. I
love that, which kind of leadsus down to this next, you know,
speaking point that we've gothere is is that why is the trust
of employment relevant? I mean,you've explained, you know, this
whole journey, what it is, weknow why, you know, we named
this podcast this and, and Ilove it I and the whole buying
journey, it makes sense, becausethat relates to me, it relates
to you. And I'm not saying thatyou and I are the only buyers,
(18:42):
but I think it relates to like96% everybody helps. But why is
this trust spinpoint relevant?
Lilly Darling (18:47):
Well, I think,
you know, it did kind of talk
about the fact that it is thebackbone of of this journey that
folks are on. And so I think itbecomes a kind of like a roadmap
or a guide, that really helps usfeel competent about the
decisions that we're making inour marketing plans. Because I
think, you know, this last year,in particular, has been hard for
(19:10):
a lot of companies to feel justcertain and confident that it's
either time to invest in yourmarketing and to grow. And then
once you once you feel like yes,it's time and I'm ready to grow,
then the how and which whichway, you know, which which
tactic is the right tactic. Andso I think kind of bringing it
back to this model of lookingat, you know, where do you build
(19:35):
trust? Where are the places thatare really key for your
consumers? That kind of givesyou then the answer, and that
you can really start to feelcomfortable and confident about,
hey, if I'm going to invest in,in growing my business, these
are the right things to be doingand it doesn't have to be a
mystery. You know, there reallyis some some really steadfast,
(19:55):
trustworthy, tried and trueproven, reliable results. Can
Can predictably create impactfor your company. So I think one
of the other answers around thatis, is just kind of going back
to I talked a little bit abouthow decisions are made, it's
actually decision, the decisionmaking part of your brain is in
(20:15):
that that old brain, thatamygdala, there's only six kind
of stimulus that speak to thatold brain. And so what I really
love about this is we can kindof kind of proof test, you could
almost take something thatyou're running as far as an ad
right now, or take a look atyour website, take a look at
(20:35):
anything that you're doing interms of marketing, and kind of
run it through this filter andsay, Does does this piece of
material or does this ad or isthis way that I'm talking to
clients actually triggering thedecision making part of their
brain? Because then, you know,is it worth it or not?
Otherwise, I'm not gettinganybody any closer to the trust
tipping point to, to buy fromme. So you kind of this like way
(20:57):
to eliminate maybe some of theother things that you thought,
Oh, I heard this on a, you know,on the radio station, I thought
it was a good idea. And, but ifyou kind of run it through this
filter, then you can know with awhole lot more certainty, that
you're actually going to getresults. So I'm just going to
run through them really quickly.
There are six of them. And Ihope this all you know, helps
some folks out there to kind ofjot it down or try to remember a
(21:19):
couple of these and just checkyour do kind of a self check on
there and see how how things areworking for you. So one is that
the the this old brain, thisamygdala is very self centered,
meaning it's really there toprotect you, me, it's all Me,
me, me, you know. So this is anI say this one first, because
it's the top thing thatcompanies do, that really ends
up being so blah. And somemorable, you know, is that
(21:45):
they just say kind of adifferent version of what
everyone else is saying. Andthey brag about only themselves.
So like, take a take a flooringcompany, for example. And they
might say, We're the leader inthe carpet, you know, industry,
and we have soft carpet. That isfactual information. And I'm not
(22:05):
joking. Like those aredefinitely, those are definitely
things we've seen. Yeah. Butit's all about it's all about
the company. And it doesn'tspeak them to their customers
brain that saying what's in itfor me? What's in it for me?
Now, if you can identify a painpoint or wouldn't Wouldn't you
love to wake up in the morningand wiggle your toes into the
(22:27):
softest carpet, and start yourday just feeling cozy and warm,
completely different messagingcompletely different way to
frame that. And the benefit isall about me. You know, it's all
about, you know, as I'm readingthat I'm like, Okay, this speaks
to that part of so that's like,mega shift. Number one, I'm not
giving it the time or thecredit.
Javier Lozano, Jr. (22:50):
No, and but
you're saying certain things in
there too, is that you're usingyou and your you're you're
you're talking to your customer.
And that's huge. Becausewhenever we use the using yours,
all of a sudden that customersputting themselves in a
situation. They're like, Oh,this is me. Right? And so
they're relating to that. Soyeah, I totally get what you're
saying.
Lilly Darling (23:12):
And yeah, just if
you don't have those parts, then
you're not again, this is allbecause we want to activate that
that part of the brain thatmakes the decision. So if we
don't activate the part of thebrain that makes the decision
and get it to favorites, thenit's not going to make a
decision towards buying. Sototally. Second one is contrast.
And this is another one thatwe'll just use that same
reference, if you're just sayingyou're the leader in the in the
(23:34):
flooring industry, that's notnew enough, that doesn't get
anyone's attention. If it isn't.
If you say contrast, like blackand white, it doesn't stand out
enough, it's very neutral.
There's nothing that thattriggers me into being like, Oh,
that's, hey, I'm gonna payattention to that statement,
because I've never heard itbefore, or it stands out from
all the rest. And I think, youknow, we, especially nowadays,
(23:57):
we are a little bit afraid, youknow, to, to maybe think, oh,
like, I should have apersonality as a business, you
know, I'm a business, I don'tneed a personality, you know,
like, I'm, you know, look at myside, I'm a business. But I
think what's really criticalright now, especially after
2021, and looking in 2020 wehave to understand that
(24:19):
businesses have personalities.
And the way to stand out andcreate that contrast is by
conveying that personality. Youcan do this visually through
things that are you know,striking or catch the eye. But
it's really important to disruptfrom neutrality and not say the
same thing not play to the grayand play to the middle and try
to be safe. So yeah, just giveit a permission slip anybody out
(24:40):
there who maybe thought Oh, Ishouldn't, you know, be saying
things that have character. Doit speaks to that brand speaks
to that trust tipping point.
Javier Lozano, Jr. (24:50):
I mean, it's
it's you have to have an
opinion. I mean, it's just like,Apple. I mean, it's a great
example like, you know, thatone, you know, Superbowl ad they
had the word the lady throws ahammer, right. Through the
screen and an Apple has alwaysstood a certain way. And and
that is, and people may notagree with it. But you know what
everyone knows what Apple standsfor. Right? And and so I agree
(25:12):
with you like, the old Apple adswere like the PC versus a versus
a Mac. It's another, you know,comparison kind of thing. So
yeah, I totally see what you'retrying to say on that.
Lilly Darling (25:22):
Right? Yeah, you
do have to kind of position
yourself to be really differentthan what else is out there, you
know, and that's what's gonnaget attention. So
Ad (25:32):
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(25:53):
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least one of these pillars,which is making your business
lose prospects, resulting inlost revenue. Ask yourself this,
what's the customer worth? Okay,so your website should be like
(26:17):
your top performing salesperson.
If it's not, then you need amarketing hub to learn more
about a marketing hub schedule afree playbook with our team at
anchorwave.com/playbook.
Lilly Darling (26:29):
The third one,
that's that stimuli for that
decision making brain istangible input. And this really
means you have to anchor intosomething that's familiar, like
the brain wants to always do inshortcuts, right, like
shortcuts, left and right,trying to process all this
information that comes at usevery day, right? Yeah. So the
one of the key things that youcan do to kind of speak to that
(26:51):
old brain is use either ametaphor, or something that's
familiar, so that you can, youknow, teach and also reference
what you're trying tocommunicate in a way that has
has a shortcut in place in thebrain already. So steer clear of
all the technobabble and allyour jargon. And if you do need
(27:12):
to educate about a new term or anew point, make sure that you're
using metaphor, somethingfamiliar. So that Oh, I get
that. Oh, yes, that makes senseto me, or I've experienced that
before. So you create like aconnection? Yeah. In terms of
that. So
Javier Lozano, Jr. (27:27):
yeah. I
mean, I'll just say, like, I
learned that concept. I mean,we're both Russell Brunson fans,
we've read both red ExpertsSecrets. And he refers it as the
kind of like, and I agree withyou Like, it's it's one of those
things that when you hear that,like, Oh, now I understand. And
I for me, I learned this a lot.
When I was running my businesswhere I was teaching martial
(27:51):
arts, I had to talk to kids, andhow the heck do you teach kids
that are 5678 year olds, how toexecute things that are supposed
to be done for, you know,athletic people. So you have to
almost come down to a whole newlevel, and relate to them
differently. So I see whatyou're saying it makes complete
sense, I was doing itinstinctively. Because it just
made sense to me. And then whenI learned more about it, I'm
(28:13):
like, Well, that makes sensenow,
Lilly Darling (28:15):
and it's not even
necessarily, you know, it's not
that the human brain can'tcomprehend, or they're not
intelligent, and even kids, youknow, they're intelligent human
creatures, most of the time. Butyou there's just not enough
time, you have a limitedopportunity to convey
information. And like I said,the brain is processing so many
(28:35):
messages every single day, youhave to make it understandable
quickly. You need to really dothat. So the fourth piece is the
beginning and end this I like tocall storytime. So the brain
loves stories. And typicallykind of fuzzes out the middle
doesn't really remember themiddle part so much. So if you,
(28:56):
you know, go too long, in the inthe middle part of your story,
really, if you start strong, andthen if you end strong, the
brain makes a story out of that.
And that's another way that youcan kind of get people to
remember and also to make adecision. So think about that,
as you're kind of checking yourmarketing, you know, are you
creating a story? Does this makea little bit of sense? Or is it
just random fact, you know,being blurted out or random.
(29:16):
Makes sense, visual stimuli.
This kind of makes sense,because the the part of the
brain where this is all yourdecisions are actually happening
is right next to your opticnerve. Okay, so a lot of
processing energies happeningright there. And so it goes
along with contrast, as Imentioned, because if you can
grab eyeballs, and you cancreate something that's visually
(29:37):
memorable, or makes a statementor tells a story even better,
it'll get stored and it will bestronger emotionally for the
person who sees it. So this iswhy branding is so important,
still good to have captivatingimages and to be able to tell
those stories, but we're visualpeople for the most part. And so
making sure that you're payingattention to that when you're
(29:58):
getting people to make decisionsis a is a huge factor. And then
last, but not certainly notleast, is emotion. And so you
really dedicate a lot ofresources in that old brain to
emotion. And so a lot of peoplethink decisions are made
predominantly by logic, right?
Check the box, or, you know, yougot this formula, you're gonna
collect all this data and, andthen out spits and answer. But
(30:21):
the other side, I was giventhis, this metaphor, speaking of
kind of hard decisions, kind ofbeing like a pair of scissors,
and you've got the two sides ofit, that are really required,
you've got the logic side, andthen you've got the emotion
side, and you can't make adecision or a cut in in any
other way, other than using bothof those sides. And so you have
(30:43):
to have that emotional kind ofpeace. And, and I think, you
know, we touched on a little bitwith that self centered that
knee part, you evoking thatemotion, brings back that
recall, and also kind of helpsmake decisions. So I hope that
those six are helpful, I know,it's a lot of material to kind
of take in, I think, you know,brain is fascinating. But when
you kind of connect all of thesesix things going on in the
(31:05):
brain, to decision making forconsumers, you know, and then
applying that to marketing, itseems baseline, but it's like,
it really is all powerful. Ifyou can connect these to what
you're doing. It'll grow yourbusiness and your bottom line,
and your ROI and all the greatthings that you're doing in
terms of you. And Joseph.
Javier Lozano, Jr. (31:25):
I mean,
something to think about too, is
that you know, a business or anybusiness, you know, in the Home
Services, especially obviously,but any business, like when
you're doing this, you don'thave to do all six of these
things immediately, I think it'sone of those where, okay, we're
gonna focus on the first one,we're gonna talk about the
customers problems are andrelate to them, and use the US
(31:45):
and yours and whatever, andreally focus on that. And then
you you get that down, and thenyou move on to the next thing,
and you move on to the nextthing. I mean, it's just like,
if you're running a landscapingcompany, you're not going to
most most consumers aren't gonnado their entire backyard all at
once, because it's going to costthem a fortune. They're going to
do things in phases, like, hey,we'll do this in phase one,
(32:05):
we'll do this in phase two. Andit's the same thing. And that's
kind of how I see this whole,you know, second speaking point
that you just brought up, isthose six steps. It's just phase
it in, you know? Yeah. So thenext thing I want to kind of
discuss a bit more is, is kindof like, how does this impact
and apply to the Home Servicesspace, I mean, like these guys
(32:26):
and girls, are, are basicallythey're consumed with, with what
they do, you know, like, allthey want to do is landscaping,
all they want to do is HVAC.
Like, they don't care about, youknow, running a marketing
campaign. They don't have timefor that, like,
Lilly Darling (32:42):
Well, I think
they probably care. But the time
part is, is exactly right, youknow, everybody's got a zone of
genius that they that theyoperate in. And for the most
part, I think, you know, whenyou start a business and you're
so passionate about it, or, oryou really want to see, you
know, it grow and you you reallygeek out on the equipment and
(33:05):
the right staff, and you'remaking all these, like critical
decisions about the businessitself. It's it oftentimes
becomes secondary, that you'rethinking, Okay, how's new,
fresh, you know, leads come in,how do I get increased customer
activity, and then it justbecomes one of these? Oh, man, I
realize how important this is.
But I've got all these otherlike, things that I really
(33:25):
wanted to focus on, and that I'mactually really good at. And I
think that's the situation thata lot of, you know, a lot of
companies find themselves in isthat they recognize the the
importance, but that time factorand, and needing to run a
company that thriving andproducing quality results is
also super high up there ontheir on their priority list.
Javier Lozano, Jr. (33:45):
Yeah, makes
complete sense. I mean, it's,
and that's, and that's, I thinkthat's part of the thing, like,
it's, it's hard to segment youryour focus on these two areas.
Um, and that's where, I mean, doyou want to spend time on just
marketing and doing the businessside? Do you want to focus on
why you started your business tohelp serve your customers? You
(34:09):
know, do you bring in a thirdparty? Like, do you hire someone
to do this? I mean, and then, ontop of that, like, Where do you
go? Like, what direction do wewant to go to? Do we? Is it all
branding base? Is it all likewhat we're talking about? Like,
like, building trust, andthrough this whole journey,
there's a lot of, you know,places that kind of take this,
Lilly Darling (34:28):
right? Well, and
I think a lot of times people
start businesses because theywant to work for themselves,
right? They want that freedom.
And then all sudden, you realizethat you're getting caught up in
so many things. And marketingcan just add that extra weight
that just feels like oh my gosh,I have no freedom. Now, after I
get the data and I get the jobdone. Now I have to stay up all
(34:48):
night thinking about how I'mgoing to grow it tomorrow. And
that's one of the major thingsthat we find we're able to, you
know, change lives reallybecause If we can create
freedom, or help you go home andjust be with your family in the
evening, and you're notstressing about how you're gonna
get work the next day, then, youknow, then that can really open
(35:10):
up a lot of that freedom foryou, right? So you focus on your
area of genius, and, and then,you know, able to trust the
folks that are building trustwith your, with your customers,
I think that's where the magicis. So, I mean, you kind of
asked, you know, how this, youknow, how this applies to, to
companies, and what they'retrying to do, you know,
nowadays, and, and I think justkind of walking through even
(35:33):
that example that we gaveearlier about how decisions are
made. And, you know, we'retalking about consumers, you
know, being on their phone,being quarantined, looking at
their walls, looking at theyards, looking at their design,
or pool or lack of and, andthinking, you know, maybe
there's some stirring there,maybe there's an action and so
(35:53):
whenever they begin to do thatresearch, you know, it used to
be that we would drive over, youknow, to the strip mall, or to
the mall, or to any kind ofbusiness center, or downtown,
and, you know, we might pop inand meet someone and talk about,
Hey, I'm thinking about doing awindow coverings or, you know,
I'm thinking about a pool. Andso that's really, you know,
(36:14):
quarantine, you know, influencedor just the fact that you've got
all this information at yourfingertips, you don't need to
hop in your car. People goonline, right. So I think it
applies to all things online.
And so that really is obviouslya broad scope to two areas that
I would like, say this, I couldbring an example to how we
(36:39):
approach that online space. Andbuilding building that trust
would be number one, type inwhatever it is that you what you
would say your your keyword isright. So let's say that it's
Air Conditioning Repair. And youtype that in. And first of all,
Google knows where you're whereyou are, when you're typing that
(37:01):
in, right, so they know that I'mon the east side of town. And so
what Google is going to do isgive me the most relevant
results, because that's whatthey always want to do. Google
wants to say, who do I know,that has great service? And is
close to Lilly? Right? So yep,Google's going to give me a set
of results that are close to me,and that are relevant. So that's
(37:25):
really, if you ever hear anybodysay, algorithm, that's really
what Google's doing. close tome, and, and relevant. So as a
number one, you know, wheneveryou're thinking about the trust
tipping point, and where whereyou should be looking at
influencing that, I would sayit's, it all kind of starts with
search. And, and so then yousay, what, what appears, then as
(37:46):
a result in search, and thenumber one change that Google's
made recently, and this has beenin the last 18 months, two
years, is they have producedsomething called your Google My
Business Page. And it connectsto the to the map. So that's why
that is really important. So ifyou think about, Google's trying
to tell me results that areclose to me, the map is really
important. Actually, maybe youdidn't think it was maybe you
(38:08):
don't even have a shop. But thethe location of your business is
actually very key. Because ofthat, that goal that Google has
to reveal, you know, resultsthat are close to you. So that
Google, my business directory isreally key. And I would say if
you if there's one thing youtake away from this podcast, is,
(38:31):
if you didn't know you have one,that's step one. But if maybe
you had one, a Google MyBusiness Directory, and you
thought, Oh, it's done. I got myaddress up there. Yep, they have
made massive changes in the last18 months. It's almost like,
it's almost like a full webexperience. Yes, there's
information about you know, ifit's a women owned, or there's
information about a special oran offer a coupon that you that
(38:56):
you might want to put on there,you can fill out photos of your
team, you can actually pin themto be like the latitude and
longitude. So that connects witha map. You can do all kinds of
stuff, including putting reallygreat keywords in your
description. So there has been amassive expansion of what's
available in that Google MyBusiness, and it's totally free.
(39:17):
So Google's giving it to you forfree so that they can get good
information on you. So thatwould be my number one, just,
you know, takeaway advice, like,Hey, if you're listening, and
you haven't heard that Googleexpanded this, and it's free,
that would be kind of the numberone place to look there. So if
you have that Google My Businessprofile built out good keywords
(39:38):
relevant, then you have a chanceat it showing up when someone is
doing that, you know, airconditioning, repair, search and
Tucson, and then it's it'sproviding that answer that
Google wants to give. Yeah. Butif you don't have it, it's not
there and you don't have photos.
Think about what an opportunitythat is to be lost. The trusted
(39:58):
endpoint right now your consumeris trying to find, oh, what's a
good resource? doesn't see allthe pictures, doesn't see the
reviews doesn't see thedescription doesn't see that
coupon or offer. And you've lostthat ability to check that box
for them as they're looking forevidence. Yeah. So yeah, that's
definitely one of the keys.
Javier Lozano, Jr. (40:20):
That That
makes sense. I mean, and that's
something that, you know, we addanchor wave, we actually give
this away for free. And I'llprobably put this in the podcast
description in the transcripts.
So all of you guys that arelistening, you can download this
free guide, it's, I believe,eight steps on how to get your
Google My Business listing done,like we literally walk you
through and how to do it. And soanyone that wants to, you know,
(40:42):
get that guide, like, I'll putthat down in the description,
and explains a bit more aboutwhat Lily's talking about. But
to expand on that. Like, youknow, even Google wants the best
trustworthy companies for theircustomers, right? And their
customers, our searchers, areyou and I that are searching for
services for products, and theonly one to put the best things
in front of their customers,otherwise, you're gonna go
(41:04):
somewhere else,
Lilly Darling (41:06):
right? Yeah. So I
think you're you hit it right on
the head, there's basically thatthat two fold thing that's
happening, one, do you show up?
And you're actually providingthe answer, you know, for that
trust journey that folks are on?
And then number two, what'stheir, you know, what's, what is
actually available in terms ofevidence, and the story and the
(41:28):
you contrast and that pain pointthat's being solved all those
things that need to happen, youknow, what's there. So I think
that that Google, my business isdefinitely one I'm glad you
remembered that we give thataway for free, because that is a
great resource and, and a waythat that folks can do that on
their own, or if they want help,they can certainly reach out.
The second big thing that I thatI think is kind of an obvious
(41:49):
one is just that the the websiteexperience has complete is just
so many of opportunitiesinvolved in creating trust in
that space. And, you know,again, to kind of harken back to
when I was talking about myhistory, and the first thing
people have is like a businesscard. And in a logo, there's a
lot of companies out, there'spretty much that's all they have
(42:10):
on their website, they're abusiness card site, maybe you
threw in a paragraph or a bulletpoint list of services, and call
it a day. And it's kind of asmini brochure or just like a
basic business card site, and itjust is not going to cut it. You
really have to pay attention tothese six, you know, stimuli
(42:31):
that help you make thesedecisions, you have to get
people to the trust tippingpoint. Otherwise, you know,
they're not going to gainanything from visiting that
spot. Yes, you might have awebsite. But no, it doesn't make
me feel good about visiting. Youknow, if you were to go to that
strip mall, or, or to thatstorefront downtown, and it was
just in shambles, you know?
Sure. Yeah. Right? Sure you doAir Conditioning Repair, and
(42:53):
we're going to invite you intomy home, you wouldn't, you
wouldn't go there. So we have tostart paying attention to not
only are we present, but do webuild trust with each of these
experiences. That's happening.
So I think that for us is likethe big focus for this year is
making sure that everything thatwe are doing, and every time we
(43:14):
talk to someone is just helpingthem understand the power of
this trust tipping point and howhow to get there. Yeah,
Javier Lozano, Jr. (43:20):
that makes
complete sense. I love that.
Because that is something that,like, you know, we said at the
beginning, like if we can bethat guide, and help them figure
it out. And that's kind of whatwhat we're doing at anchor wave,
we're trying to help ourcustomers figure that out. And
then vice versa, we want them todo the same thing for their
clients. Right. Um, you know,the website is it's critical. I
(43:41):
mean, that's something where,you know, we made a shift, very
big shift for anchor wave. Imean, I'm not going to steal the
thunder. I mean, I think it'ssomething that you should dive
into, if you like, on the shiftthat we made,
Lilly Darling (43:53):
you want to talk
about is killing off websites
right here. Now, it's thismurdering of technology right
here on this podcast. Yeah,
Ad (44:01):
I mean, we can dive into
that probably another time. But
Lilly Darling (44:04):
yeah, short story
is, is that, you know, we've
been creating websites and notto say that we did just a
business card online, you know,we'd add quite a quite a bit of
other technology and prettinessto it, but we had this is just
so important to us. And we whenwe realized this trust tipping
point was such a critical thing.
And we looked at these, youknow, six stimuli that we just
(44:25):
talked about, and we had to say,no more will we do the old way,
you know, we can't service anyclient, using those old tech,
you know, those old techniques.
If other agencies are doing itfine. But we realize that the
only way that we're going to getresults and the only way that
(44:45):
this is going to actuallyproduce business and grow. A
company's bottom line is that ithas to be this vital, alive,
engaging, trust building processthat you walk people through
when they come to your dot com.
And so that's why we had to, youknow, we're, that's the
announcement we made recently,we are not doing websites any
(45:07):
longer. We're building marketinghubs. And everything that I kind
of just talked about is includedin that marketing hub. Because
the, the focus and the priorityis that trust tipping point,
it's entirely different thanwhat we've been doing before.
We're building them in anentirely different way. So we
had to distance ourselves fromeven thinking in that old way.
And I think it's really criticalfor people to turn that corner
(45:30):
and understand don't invest inanything unless this is part of
your your strategy to get peopleto that trust tipping point,
you've got those elements atplay, otherwise, you know, going
into the gray going into thatneutral zone, you're not gonna
you're not going to stand out,you're not going to get anyone
any closer to buying. So that'show important it is, you know,
(45:52):
to make the shift, that'ssomething we've been doing for
18 years and say, you know,can't do it anymore. We've got a
service people in a better waynow.
Javier Lozano, Jr. (46:01):
Yeah. And
that's, that's huge. I mean, it
goes back to what you just said,you got to have an opinion, you
know, so I love that. And that'sone of the things I love about,
you know, working with thiscompany is, is that we have an
opinion, we believe in it, butwe do it in a way that is
professional, and it's fun, youknow, like we're enjoying what
we're doing here. Yeah, so thelast thing was most
Lilly Darling (46:21):
fun, whenever you
see the results do. That's
exactly, so huge, and very muchthe exciting part of seeing
folks get better results out ofit. It's awesome.
Javier Lozano, Jr. (46:30):
Yeah,
totally.
So the last thing is that you'dmentioned that you wanted to
kind of, I guess, you know,point some people into something
an opportunity to kind of seeall this stuff, like what you
talked about, and, you know, wehave this thing called a
playbook. And I guess the bestway to kind of explain this,
this is kind of like your, yourmarketing roadmap, you know?
And, and so how does how do youknow people in home services
(46:52):
company get get this? And howdoes it work?
Lilly Darling (46:55):
Right? Well, and
I know we're kind of talking
about this stuff, there's awhole speaking of visual stimuli
is a whole another part of ourbrain we could use and kind of
showing the results and showingthe data and showing you know
what kind of tools we have togive a better light on this. And
that's really another part ofthis guide is that we want to
(47:17):
show you what's really availableto you. And there's these
different pockets of people whoare in various cycles of making
a decision. And so what we'vebeen investing in for 18 years
is figuring out how do we get tothose? How do we get to those
people? And then furthermore,how can you create trust with
people at those various stagesof their buying cycle and where
(47:40):
they're at in that decisionmaking process? So that's really
what the playbook does. It's,you know, use you sit down with
a strategist, you don't justread a report, and then have to
interpret all this like, dataall yourself and get
overwhelmed, because that'ssuper confusing, and doesn't
help you feel any more certainabout making decisions. What we
do is, is look at your business.
And we use our proprietary toolsto pull things like did you know
(48:04):
that you had reviews on, youknow, this site over here that
are either great? Or do you knowthey had these reviews that
aren't great, and then you canhave the power to do something
about it? You know, we talkedabout the Google My Business?
How many people are looking atthat Google My Business listing
of yours, you know, or do youhave one that's getting any
attention at all? So then youyou again, you know, how, you
(48:27):
know, what's, how many peopleare searching for your key
keyword term. So it really tellsyou what kind of opportunity you
have at each of these pointsalong the customer journey. And,
you know, it's it's a completelyobjective, I think that's one of
my favorite testimonials we'vegotten out of this process is
yes, is that this, thisgentleman was, this is just
(48:48):
really objective, it's helpful.
Now I have a baseline aboutwhere my business is at. And
regardless of whether you dosomething yourself, you know, in
house, you hand it off to youryou know, front desk person, or
you partner up with us, it'scompletely free, we just feel
really good about sharing thatinformation, giving you this
(49:09):
tool, this roadmap. And then asyou as you feel like you want to
take the next step forward,you'll feel really confident
that that's the one that you'reat right now. This is the type
of folks that you're going topredictably get out of that
process. And so it really isjust a stable way for us to kind
of show what's going on and aneasy to understand method. So I
(49:34):
definitely would encourage that.
So our URL for that is anchorwave.com slash playbook. So just
type out our web address or youcan look for us, and then after
the.com you just going to put aslash and then and then the word
playbook.
Unknown (49:48):
And then the word
right.
Lilly Darling (49:49):
Yeah, just one
word. And, and you can sign up
it's completely free. Like Isaid, you just give us your
address and an hour of yourtime, you're going to get a
custom report that you candownload. You'll talk over it
with a strategist and, and likeI said, there's no obligation,
no strings, it's really justinformation that's powerful. And
if you gain anything about, youknow, this trust piece, you'll
(50:10):
be able to see an action foryour company. Yeah, there's one
report in there. I just want tomention this one, because people
geek out on this too, if you ifyou're interested in finding,
and we talked about, you know,searching and seeing where you
show up on the Google Map, it'sin we mentioned like, Hey, I'm
on the east side, I'm gonna getsearch results that are relevant
to me. But what are other peopleseeing in other parts of town?
(50:32):
Where does your, yourcompetition rank? So we have a
tool that can show you not onlybecause if you've ever googled
yourself from your business,you're going to get
Javier Lozano, Jr. (50:42):
the first
result?
Lilly Darling (50:43):
Yeah, decent
results, because you're right
there, you're at your business.
But how are you faring ifsomeone down the block Google's
you? or What does it look like acouple blocks down or across
town? And the cool part is, youcan now see, oh, there's maybe
different results that peopleare getting in different parts
of the city. And then what is mycompetition doing and then you
(51:04):
really have that really kind ofcool, insightful, and that's a
really proprietary tool that,that folks get a lot of value
out of. So that's inside theplaybook. Plus, there's at least
six other so I would just say,take advantage of it, it is
totally free. You're not gonna,you know, lose anything. You're
gonna walk away with a lot ofreally great insights about your
business. So
Javier Lozano, Jr. (51:25):
that's
awesome. Well, Lilly, this was
a, this was a great interview,you gave way more than what I
expected. As far as knowledge. Imean, I know that you're gonna
give some great stuff, but youdove into a lot of great stuff.
And I hope everyone on herereally enjoyed everything. And
so again, the website is anchorwave comm slash playbook. And
(51:45):
just take a look at that. It's,it's, I'm excited about it.
Because when I first saw theplaybook, I was like, This is
genius. This is amazing. And Ilove it. So anything else you
want to add Lily before we wechime off?
Lilly Darling (51:57):
No, that's,
that's it. I had a great time
talking to you, Javier. And weare just really excited to be
able to bring this to bring thisto the people offer something
that really gives them valueright out of the box. And like I
said, Let's make 2021 like thebest year ever. There's no
reason it can't be and, and Ithink that's what we're here to
do. So thanks for having me.
Awesome. Thank
Outro (52:17):
you. Thanks for joining
me on this 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 this brilliant
custom marketing playbook tohelp businesses just like yours
in the Home Services space havea improved digital marketing
(52:41):
roadmap for 2021. One of thehighlights during this Home
Services custom playbook is theimportance of having a marketing
hub, which we call the websitekiller. And I'll be honest here,
today's websites are dead,outdated and ineffective. After
17 years in 1300 plus websites,we've discovered the best
approach to increase customeractivity and to win more
(53:02):
businesses by having a marketingmarketing hub will help set your
home services business apartfrom your competition in place
you as the leader in your space.
To learn more about what amarketing hub is, schedule a
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.
(53:24):
Again go to anchor wave commslash playbook to get free
access to our Home Servicesdigital marketing playbook