Story Pro

Story Pro For business owners, online marketing can be complicated and time consuming. We’ll help you devel The human mind is wired for story. Its the power of story.

I'm amazed at how I can be "listening" to a boring speaker, completely spacing. Then the speaker starts telling a story, and he immediately has my full attention. We use the power of story to help you create a clear, compelling marketing message. Then we create and publish all the digital ads and social media posts that you need to build your online presence. You already have plenty to do. We'll t

ake care of your marketing, so you can take care of your team members and your customers. It's the easiest way to grow your business.

06/24/2026

How can you know if AI will recommend your business to your prospects? Here are a few best practices to make your website AI-friendly:
1. Answer real customer questions clearly.
Pricing, timelines, service areas, materials, warranties, pros and cons, common problems, and what makes one option better than another.

2. Show proof, not just claims.
Project photos, before-and-after examples, reviews, job notes, case studies, and real details from actual work.

3. Make your services and locations obvious.
AI tools need to understand who you are, what you do, where you work, and why you’re a credible option.

4. Keep key pages updated.
Outdated pricing, old service info, broken pages, and thin content make your site less useful to both people and AI systems.

5. Structure pages so answers are easy to extract.
Clear headings, short summaries, FAQs, comparison sections, and specific details help AI systems understand your content.

06/18/2026

Recently my social media software sent me some stats on what's working well on LinkedIn. Apparently carousels work a whole lot better than a single image. Perhaps most surprisingly, pure text actually worked better than adding a single image with the text.

06/09/2026

Many contractors are all too familiar with the feast and famine cycle. Here are a few tips to help you enjoy more feasting and less famine.
1. Prepare to make the most of the feasting. When things are a little slow in the winter or you're in the dog days of summer, sharpen up all your systems and processes so that you're ready to take full advantage when business picks up again. Make sure you're ready to respond to leads in a timely fashion, can get estimates out quickly, and that your crew and equipment are ready to roll.
2. Don't neglect your marketing during the feasting. This is especially true for smaller companies who do their own marketing. When you're really busy, it's easy to put off making that Facebook post or filming that YouTube video.
3. Have an overflow plan. If you get completely swamped at certain parts of the year, consider having a program where you only do certain types of projects during your slow season. Rather than simply turning away some of the less profitable work, schedule those projects in the slower part of the year.

06/02/2026

Are you thinking about running a sale this summer? Here are few pointers to help you make the most of your summer promotion.
1. Make the offer specific enough to create action, but not so deep that it trains people to wait for discounts.
A weak “summer sale” feels generic. Better: “Save $750 on projects booked before July 31” or “Free upgrade with installation scheduled this summer.” For contractors, the discount should feel like a seasonal scheduling incentive, not a desperation price cut.

2. Tie the discount to the business problem you actually want to solve.
Don’t discount everything equally. If the goal is to fill the calendar, make the offer apply to projects installed or scheduled by a certain date. If the goal is bigger jobs, make the discount only apply above a minimum project size. If the goal is cash flow, offer a bonus for deposits placed now. The sale should push the behavior you want.

3. Protect margins by using bonuses, upgrades, or limited-scope discounts before cutting the core price.
A straight 15% off can get expensive fast. Often better options are: free consultation, free add-on, upgraded material, waived trip fee, discounted second service, or “save up to $X” with clear conditions. The customer still feels urgency and value, but the business keeps more control over profitability.

You know your business too well, and it's costing you customers.When you live and breathe your trade every day, you forg...
05/26/2026

You know your business too well, and it's costing you customers.
When you live and breathe your trade every day, you forget that your customers don't. That gap between what you know and what they know can sneak into your marketing and push people away.

Two ways it shows up:

1. You talk like a contractor, not a person.

You know exactly what a "load-bearing header retrofit" is. Your customer just knows their kitchen wall needs to come down.
Every term your customer would have to Google costs you a little bit of their attention. Stack enough of those up and they move on to the next guy whose website actually made sense.

The fix: talk to actual homeowners. Not other contractors. Not your supplier. Go have a conversation with someone who's never hired anyone in your trade, and pay attention to the words they use. That's what your marketing should sound like.

2. You're talking about what matters to you, not them.

This one's sneakier. You write about your business from your own perspective without even realizing it.
Say you install pools. You're thinking about profit margins, permit headaches, and whether a skid steer can fit through the side gate.

Your customer? They're imagining their friends' faces at the first cookout. They're wondering if they can trust you with fifty grand. They're picturing their two-year-old granddaughter near the water and thinking, "Is this safe?"
Both sets of concerns are real. But only one belongs in your marketing.

Your customers don't care about your challenges. They care about theirs. When your message speaks to what they're worried about and what they're hoping for, that's when they pick up the phone.

Stop talking like an insider. Start talking like someone who gets what your customer is dealing with.

Your website might be a lot slower than you think, and a slow website means you're losing potential leads. A lot of busi...
05/19/2026

Your website might be a lot slower than you think, and a slow website means you're losing potential leads.
A lot of business owners think, “My website loads fine.”
But there’s a common problem with that: your browser has probably loaded your site before.
That means parts of your website are already saved, or “cached,” on your device. So when you open it, it can feel much faster for you than it does for a brand-new visitor clicking your ad for the first time.
So why does that matter?
According to a study done by Portent, a site that loads in 1 second has a conversion rate that's 3x higher than a site that loads in 5 seconds (and 5x higher than a site that loads in 10 seconds).
While you may not be able to get your website to load in only one second, a good target is to have your initial wording on your website load in 2.5 seconds, and the rest of the page load very quickly thereafter.

05/17/2026

Marketing Do's and Don'ts:
Do test the images and text for your ads.
Do have a clear, compelling offer.
Do have an easy next step.

Don't assume which ad platform is best.
Don't spend more than you can afford.
Don't use a slow website.
Don't put it off till next month.

Most business owners assume that prospects will actually read their websites. Sure, a few site visitors will actually re...
05/05/2026

Most business owners assume that prospects will actually read their websites. Sure, a few site visitors will actually read your website. However most people will simply skim a website and try to quickly get a feel for whether they are in the right place or not.

If they like what they see when they skim, perhaps they'll take a few more minutes to dive a little deeper on the site or they'll just go straight to contacting you.

Bottom line, cut back on the number of words on your site. Focus on making a small amount of text extremely clear.

Effective marketing is not about persuading random people to be interested in your service. It is sifting through the ma...
04/29/2026

Effective marketing is not about persuading random people to be interested in your service. It is sifting through the masses to find those people who already need your service, and are motivated to take action.

It's remarkable that the leaders in advertising have remained the same two names over the last ten years: Google and Fac...
04/22/2026

It's remarkable that the leaders in advertising have remained the same two names over the last ten years: Google and Facebook. Sometimes my clients develop a bias for one platform or the other but I almost always try to push them towards using both. I believe they work together symbiotically. You're unlikely to maximize your lead generation and revenue when utilizing only one or the other.

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