Acquire & Convert

02/15/2024

Let's break down Dan Kennedy's Shock and Awe Box 🎁 strategy and how he used it to become the no-brainer decision when leads were evaluating his business compared to everyone else 🔥.

Note: Dan Kennedy knew there were tons of other options on the market that consumers were likely considering, so he didn't want to be "just another company" and simply be evaluated based on price. He wanted to stand out and be the clear winner, even if he charged more.

As service businesses, we experience the same thing. There are so many options available to consumers that we often blend in and get evaluated based on who gives the better "deal." But, let's be honest, no real business wants to play the pricing game, we want to be paid what we're worth. However, to do that, you need to make it very clear to leads why you're special -- the Shock and Awe Box is how you do that.

02/14/2024

Thanks again Jonas Olson for the interview on Pest Control Millionaire! It was a fun time.

Riley Pototschnik is the founder and CEO of EveryChat, an all-in-one inbox made for Home Service businesses. He’s also the author of Acquire and Convert.Ever...

12/28/2023

🗣 I found someone cheaper
🗣 You're more expensive than I thought
🗣 We're going to wait and do this in the future
🗣 We don't have the "budget" for that this year
🗣 We are going to look at other options

If you frequently hear this from potential customers, you've got a perspective issue in your business. When businesses fail to show people why they're different than others, consumers resort to the lowest-price-wins mindset because every business sounds like they do the same thing.

If you charge more than the competition, you have to SHOW THEM why you're worth it!

11/02/2023

Do you treat your customers like people or revenue streams?

In all honesty, I believe most companies simply see customers as the latter. When new opportunities come in, they go 🤑🤑 and forget there's a human on the other end. This often means they do only the bare minimum to keep the customer happy (arguably complacent) to maximize profitability.

The problem is, a business like this never truly flourishes. Their customers typically don't have any strong attraction to the business, so if they decide to increase prices or accidentally make a few mistakes on the job, the customer immediately starts price-hunting the competition.

This kind of business is plagued by "meh" customers which results in a higher churn rate, low number of referrals, and a dependency on paid ads to keep the business growing.

Not fun right?

Here's a crazy thought... what if these companies started treating their customers like people instead of dollar signs?

An insurance company called Lemonade tried this.

They saw that people hated dealing with insurance companies, so they decided to build a company that was built around the customer's experience.

I encourage you to click the link and read more about this story because it's pretty incredible how Lemonade took this simple idea, in this case, they bought a $12 birthday cake 🎂 for one of their customers, and it turned into a viral story being shared 📣 to 10s or even hundreds of thousands of people who could become customers of Lemonade.

Imagine what this could do for your business?

Sure, not every situation will be a home run like this, but I can guarantee you it is making a difference.

And, slowly but surely, you will be building an army of die-hard fans who are more than willing to share your business with their friends, family, and neighbors.

The typical business + customer relationship feels 100% transactional nowadays. Companies put on their website that they TRULY care about their customers, but don’t do anything more than show up and do the work. Customers say they LOVE working with XYZ Services, but when their bill increases by 10...

10/26/2023

Today I had the opportunity to talk with Cody Owen, founder & CEO of Light Speed Social, about a Facebook and Instagram Ads strategy he's been using called Hyper Local Meta Ads. While the name may sound complicated, I assure you that the strategy is actually quite simple and, as we discover, super effective.

Ultimately, the goal of this Hyper Local strategy is to use Facebook and Instagram Ads to build highly efficient routes packed with clients for the Home Service businesses he works with. This is an incredibly interesting concept because most outside marketing agencies don't take routing into consideration. Most of these marketing agencies will send you a bunch of leads from all over and say "Good Luck!" Leaving you to figure out how to get your crews out to each job if they become a customer.

That's what makes Cody's idea so interesting! He takes your existing routes and figures out how to pack them full of high-quality customers so you minimize the amount of waste driving between jobs.

I really enjoyed having this conversation with Cody and I hope you do too!

We really dove deep into his Meta Ads strategy and covered a few additional topics near the end.

Enjoy!

10/12/2023

I had a really great time talking about the strategy of video ads with Drew Larison last week! It was pretty interesting to hear how much better they are performing compared to other media types, especially when he said the reach of an Instagram video was 892% greater than standard pictures.

I hope you enjoy this conversation with Drew as much as I did! We covered a lot of ground in 30 minutes.

For the few of you who don't know Drew, here's a brief intro:

He is the Founder and CEO of Larison Media. Drew founded The Larison Company in 2015 and merged the company into Larison Media in early 2017.

Drew is a husband, a dad and a true believer that hard work and kindness is the true key to success. He truly believes a good, creative marketing strategy is one of the things that can turn a small business into a great business and is on a mission to help as many small businesses as he can.

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Thanks for tuning in! More coming soon from Acquire & Convert! 🎉

09/21/2023

3 Ways You Can Send Better Follows Ups 👉

➡️ 1st - Don't sound robotic. If they feel like they are part of some automated follow-up campaign, any urgency they may have felt to reply will be lost. Make them feel like there is a real person waiting for their reply -- and be enthusiastic! Boring, complacent follow-ups won't get anyone excited to work with you.

Example:
"Hey [Stephanie], it was great to talk with you this week! I shared your project with my team earlier today and we're all super excited about the opportunity to potentially help you with [service]. Please, let us know if you have any questions! - [Greg]"

➡️ 2nd - Try different communication methods. If they aren't replying to your emails, try texting them. If that doesn't work, send them a Facebook message. There's a saying in business, "Go Where Your Customer Is" - that applies to following up with leads as well.

➡️ 3rd - Get creative. Not every follow-up needs to be "Do you have any questions" or "When would you like to hop on the phone," those can be boring and get repetitive over time. Use your follow-ups to get them excited and/or create urgency to start.

Landscaping Example:
"Hi [John], we just finished up this landscaping project not too far from you, I think we can take some ideas from this project and use them on your property when you're ready to get started. What do you think about adding some color around the walkways?

[attach a picture of the other customer's results]"

✅ For some non-landscaping examples, click on the link and check out the full post.

💭 What follow-up strategies have worked for you? Leave a comment with some of your ideas!

Everyone talks about how important consistency is when it comes to follow-ups. And, it’s true, if you aren’t consistently following up with leads, you’re leaving a huge amount of money on the table. HOWEVER… Consistency is NOT a silver bullet. If you consistently email leads every 6 days wit...