The Trust Tipping Point Marketing Podcast

6 Reasons Why Customers Do NOT Buy From Your Home Services Company - Lilly Darling

• Episode 2

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Your future customer is on a different journey than what most business owners think.

So many many home services based companies believe all they have to do to get new customers is simply run an ad on Google or Facebook, send them to a website (or storefront), and they will buy or book an appointment.

Well, the buyers journey has completely evolved as consumers got smarter.

Buyers are on a different path. A path we call the The Trust Tipping Point.

In this interview, Lilly Darling -- CEO at Anchor Wave --  explains more about the The Trust Tipping Point, what it is and the 6 reasons why your future customer does not buy from your home services company.

By addressing these 6 core marketing mistakes for your business, you'll be able to communicate more clearly to future customers and slowly convince them that you are a trusting business.

More importantly -- Lilly uses her dual knowledge and expert background in graphic design and digital marketing by visually explaining each mistake.

To learn more about The Trust Tipping Point Marketing Podcast, please visit us at:

www.TheTrustTippingPoint.com

Intro:

Marketing in the home services industry has changed so much over the past few decades. Then even more rapid pace these last few years almost to a point it's impossible to keep up with what's trending. Ever felt like marketing and today's economy is like flushing money down the toilet. That's where we come in and help honest Home Services companies just like yours. learn and understand some of the most effective marketing strategies today, strategies used by some of the top home service companies around the world. My name is Javier Lozano Jr. and welcome to the trust tipping point Marketing Podcast.

Javier Lozano, Jr.:

Hey, everybody, welcome to another episode of the trust tippingpoint marketing podcast. I'm your host Javier Lozano Jr. And I've got an amazing guest. I've already talked about her before in our first episode, and so excited to have her Her name is Lily darling, she is the CEO for anchor wave. Hey, Lily.

Lilly Darling:

Hello, everyone! Hi Javier, it's so awesome to be here.

Javier Lozano, Jr.:

I'm so excited. I mean, this is, um, one of the interviews I've been looking forward to, because I think you and I just we love to geek out on marketing. And to do some more now.

Lilly Darling:

Do that quite often, it's one of my acts. So excited about talking about some cool stuff today.

Ad:

That's awesome. So Lilly, you know, basically, this, this podcast is new. And what I want everyone 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 in either Home Services, or just even in general in marketing, and just explain everything from there.

Lilly Darling:

Sure. Well, it all started over four years ago, okay, that's, maybe that's too far back then you want to go. But I do kind of like to just kind of give the introduction of my focus and my passion. It's always been around things related to marketing and things related to business. So I went to the University of Arizona after growing up in the very cold North Alaskan winters, and came down to get some sunshine and an education. So that was my transition to Arizona to Tucson, and went to school for graphic design and for marketing. So it's always kind of been this duality for me in terms of in terms of focus. And I, for a long time struggled and thought those were two competing kind of sides of the coin. But really, they have provided me with so much opportunity and just an interesting relationship between the branding the character of a company, the identity of a company. And then on the flip side of that, what is the what are the actual tactics and strategies and things that connect with consumers and get them to buy things that a company can do to create loyalty, and all those wonderful things that go along with business marketing. So it's been a awesome ride, I owned a branding and graphic design company still do. And so that kind of carried me through the first decade after college and allowed me to really put my feet on the ground. In terms of so many things, I also did a four or five year stint with a local agency got to be, you know, television production, and billboards, and all those kind of things. But back in back in those days, and this is where I am going to probably just drop. not that old. But age references. It's just that this industry does change so much, so you can't help it back in the day. But back in the day, the first thing that people would ask us for would be a business card or a logo, right? Those were always the first introductory, introductory elements. And to some degree, those still stay as one of the foundational kind of components. But that really started to shift about 12 years ago, It then became the very first question anyone would ask would be how do you do websites? What can you do to get me online. And so the entire shift went from more of a tactile paper, traditional approach to recognizing the power of the internet and recognizing that a lot of activity was taking place, they could grow their businesses online. So at that point, I was not a programmer. But you know, again, the fact that, you know, branding, and all these things kind of came together with web gave me the opportunity to really look at it and say, this is where the industry is going. And so around that time my washing machine broke down. And I had to go searching for a quick washing machine on Craigslist and came across this job description. They were not necessarily next to one another. But I must have gone a little bit off track and found the opportunity at anchor wave and said, You know what, this is really kind of coming together in terms of what I've been noticing what people are really asking for, and I took it as a sign. So who knows about this company, you know, they they could have been great they could have been not great and turns out They were really, they turned out to be really great. I got a washing machine, and I got an interview and began my journey with anchor wave as initially a project coordinator, facilitating clients in developing their websites. And so that is that's how I came on board with with anchor wave.

Javier Lozano, Jr.:

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 where there's not a lot of people like you where you have a design eye and then you understand the marketing piece, because I'm not saying they're separate. But it's hard for a lot of people to see, like, some people can say like, Oh, it looks pretty, but to actually be able to design it and understand what people are trying to convey. Versus like the marketing side of like, this is how we're going to promote it. This is the copy we're going to use. it's it's a it's almost like two sides of the brain. And what you have is it's a skill set. That is it's rare, in my opinion,

Lilly Darling:

well, I think that is going to tie into a lot of our focus of where we're headed 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 reasons that it needs to do that. Because there's just so many messages coming at us as as consumers, you have to stand out, it has to represent quality. But on the flip side, you can't just be pretty, you gotta say smart stuff, you have to understand your customer base, you have to understand the things at the right time in the right order to grow that relationship. And that's really what marketing does. So. So as you know, I moved forward with the web design team, I became the director. And then the Vice President and just recently in the last couple months has transitioned to the CEO position. And now, it just feels like all of this stuff coming together at a really great time. So I'm super pumped to be able to now bring these things that we've been working on to the market, really take advantage of what's happening in the world also in a positive way. There's so much opportunity for businesses right now. And I think that's what gets me really pumped up is like anybody, you know, listening. There's so much opportunity, I think that's one of the reasons we wanted to put together this podcast I correct me if I'm, if I'm wrong, but there's so much information powerful for, for businesses to use right now. Because even you know, in some degrees, some of the things that have happened that have been, you know, maybe negative that have hurt related to pandemic and an elsewise is really opening up some different doors. And so the best thing that we can do is just look at those opportunities and bring those to the forefront and help companies win. So that's, that's what I'm excited about right now.

Javier Lozano, Jr.:

No, it's awesome. And I agree with you, I mean, this, the whole pandemic has definitely shifted how we conduct business. And it opened up a lot of opportunities for people that were willing to double down and willing to say, you know what, I'm not gonna let this affect me, affect my business, I'm going to pivot and figure out a way to leverage this opportunity. And every, every recession has an opportunity where a business can actually sit down and either sit on their hands and be like, can't do anything. Or, you know, we're going to make some changes. I mean, I look at it like this, like, you know, this podcast is about the home services industry. But like, last year, the home services industry, and a lot of segments exploded. I mean, you look at Lowe's or Home Depot, whatever they were doing, you know, amazing because we were like, well, I'm bored at home, I've got a you know, do a whole bunch of stuff. When was the last time you saw Scott's lawn service, like Scott's seeding or whatever, do a superbowl commercial, like never. Yeah. And the reason is, because everyone was buying a lot of their products to make their lawns look better landscaping, all this other stuff that never would have happened, if it wasn't for this pandemic. I'm not saying it's good or bad for other people, but I'm trying to get to is that there's opportunity there, we got to find ways of leveraging it. And I think it's great that you brought that up. Um,

Lilly Darling:

well, I guess just the industry, but just the way that people are consumers are thinking about things or making choices, the way that they're going about their research, the way that they're finding solutions for those things that they need, and they're paying where it is now entirely different. So we have to, you know, take another look at things and and, like you said, see what that opportunity is at, because things have just shifted for, for consumers. So yeah,

Javier Lozano, Jr.:

totally. In that kind of goes back to like, not goes by but goes into our first speaking point we're gonna have here is, you know, what is the trust tipping point, you know, you and I sat here for, I don't know, a few weeks trying to figure out a name for this podcast, and we were throwing up all sorts of different names and, and this one kind of just stuck and it's been around an anchor wave. So maybe a little bit of the history of the trust tipping point, how it kind of came about and then what it is and explain that so that people understand why this podcast is called that.

Lilly Darling:

Yeah, absolutely. Well, I think it's it's important to convey what the most Critical sort of thing that's happening in marketing. And even though on one hand, I think the word trust maybe has, I don't know, it might draw up pictures of like a bank or have a stuffy kind of business person, or they say, I trust us or, you know, put your trust. And it's like it, it could be conveyed as, as an older sort of term. But what is refreshed and new, and whenever you put that together with trust tipping point, there's a whole philosophy around it, that's really new, really important. And I think we couldn't call it anything else. Because no matter what angle we talk about marketing, no matter what kind of solution, if we're talking about SEO, or talking about web, or we're, you know, we're talking about what's the best way to have an ad, all of it leads back to this trust tipping point. So I think it's critical to start at the most critical point, we want to deliver the most value as possible, right from the from the beginning. So that's kind of the reason why I think settling on a name that delivers the most value was was key to both of us. But in terms of how it actually came to be, it's kind of like what we were just speaking about the the consumers that are in the in the hole in the world, and I'm one of them, you know, it's not like just they are out there, we're all we're all consumers of all kinds of things, the way that we think about things has shifted, and yet there's some similarity. So the human brain is really wired in fascinating ways. And you know, me, this is one of my favorite, you know, topics to just talk about the psychology of what's really happening inside the brain. But when you pair that with what's going on with consumer behavior, you can really connect some insightful marketing dots. And so that's, that's kind of where we go with the trust tipping point. So imagine this, that you're making a decision about buying anything. And we've got a couple examples that we walk folks through? If you're going to buy$100 pair of cleats, or I don't know how much those were, that you bought for years on heavier, but there's 20 bucks. Oh, they were only 20? Oh, well, great deal. We'll see. It happens for small ticket items. And it also happens for if you're going to invest in you know, real, you know, buying Scott's you know, for your lawn, we go through this process of making a decision, right? And that seems very basic, of course, we have to decide, but what is what are the actions that we're doing these days when it comes to making a decision. And so if you look on one side of things, there's a certain amount of technology that is involved in at our fingertips, right phone in your hand. That is huge, over the last, you know, 10 years, and we know this, we know the impact of having phones in our hands has shifted the game. But when we make a decision, and we pair that up with that technology, then what are the things that people are doing with that phone in their hand when they're making a decision, right? They're asking mama Google, you know, they're going there, they're seeing what's available. And that search result? That's one thing is what is even an option in that search result. Then the second tier is, Oh, now I see these little stars next to that. What are people rated? What's this company rated? Was this product rated? How far do I have to scroll to get to those stars or look at how many stars they don't have. So that's another piece that they're checking out, then you might find something that looks like it's the right product that you're looking for, and you click on it, what kind of sensor emotion or, or feeling do you get from what they're representing there. So there's all these steps along the way. And so the technology plays a role. So if you just think about that all those three or four different decisions that I had, or spots that I you know, went along in that decision making process that have to be kind of looked at and be present and be kind of checked off. On the flip side of that, what I'm really doing is, I'm just looking for evidence, I become like this, this lawyer, looking for clues and looking for evidence, because deep inside my, my psychological brain, I have this, you know, this fight or flight, and I'm not going to go into all the science around it, but your amygdala and what we know about that is really that old part of your brain that that wants to do well and doesn't want to, you know, be excluded from the herd or have that, you know, that survival kind of mechanism triggered. So I need to be certain about whatever decision I make, no matter if I'm deciding, hey, it's not the right time to buy these $20 pair of shoes, or, hey, I'm getting enough evidence here that this is a this is a good product, and I feel good about buying it and almost like I could defend myself to the herd, you know, like, that's really what we're doing as consumers is picking up enough clues to go forward. Or we're picking up enough clues to say I feel really strong about not buying these now. And so, lots of times companies aren't really considering this entire journey that these little we're consumers are going on. And it's not necessarily that a lot of companies have bad stuff along each of those, you know, steps of the journey. Sometimes they're just not paying attention to it or, or there's nothing there at all. So when you can get a consumer to check all this box have gathered enough clues, they get to the end of that route. And that's what we call the trust tipping point, the moment where they trust, right, you and they've gathered enough clues and so that trust is there. And that's the new way to think about trust like that is powerful. That means there's been researchers and energy, there's momentum, if you can get a consumer or your client to the trust tipping point where they trust you, then you can start to build a really dynamic relationship with them. That's whenever they are willing to fork over their dollars for you, you know, and when they're willing to spend their time with you. So it's critical, in terms of every every type of application project program or service that we look at has to include those elements of, of the trust to the point because we we recognize it's the backbone of it all.

Javier Lozano, Jr.:

Now, it makes complete sense. And I love the way that you're explained it, that it's a journey. And in that a lot of people have this whole misconception that it's like what we've said before one of our one of our webinars, it's like, people think that you just run an ad, send them to some sort of web site or storefront, and they buy, and that's not really a buying journey, like you can't blame

Lilly Darling:

4% of people do that, like that's, yeah, that's hot buyers, 4% out of a whole 100 you can spend $100, you're only getting $4 back, no matter how you look at it, 4% of the people that you show the ad to are going to be the hot ones that are ready to make it Oh, they're either impulse buyers, or they have you just happen to strike while the iron is hot, but 96% you know, still have this journey that they need to go on. And you got to pay attention to what they're going to do next. Right. Otherwise, you lose that 96% of your, of your budget.

Javier Lozano, Jr.:

Yeah, and and that's the other part, that's, I'm glad you actually hit that is that, you know, companies need to start looking themselves as a guide. And you mentioned that kind of where you're helping your your buyer through this journey. And in a lot of companies just they almost kind of lean on their their laurels, if you will, they're like we've been around since 1974. Well, let's be honest, like no one cares that you've been around since 1974. I mean, that might have worked back in the 90s, where like, longevity was an important thing. But today, we're looking for saying like, and I'm not saying companies in Home Services space are doing this, but there are some people that are, you know, resident residential people that are getting shamed, you know, by other home service type companies. And it's unfortunate, because it gives a bad reputation to really good, trustworthy companies that have worked hard to take care of their customers, you know,

Lilly Darling:

yeah. So I think that's a good point. Like, if you, if maybe one of these things along that journey, were left out by a reputable, you know, company that is, you know, maybe family owned, and they've been doing great work. And actually, maybe they have so many happy customers, but they've never put that evidence, you know, out there, or someone who's searching, then, you know, they lose out. And I think that's really heartbreaking. Because those, those are the companies that you want to stick around because they do good work, and you want to like support them. So it is an unfortunate thing. I think that's one of the reasons why we wanted to bring this podcast fourth is to be able to say, Hey, you know, there's some opportunity for you to take all this great work that you're doing your zone of genius, and, and put it in a place where you can really grow and strengthen your business.

Javier Lozano, Jr.:

Yeah. And that makes complete sense. I love that, which kind of leads us down to this next, you know, speaking point that we've got here is is that why is the trust of employment relevant? I mean, you've explained, you know, this whole journey, what it is, we know why, you know, we named this podcast this and, and I love it I and the whole buying journey, it makes sense, because that relates to me, it relates to you. And I'm not saying that you and I are the only buyers, but I think it relates to like 96% everybody helps. But why is this trust spinpoint relevant?

Lilly Darling:

Well, I think, you know, it did kind of talk about the fact that it is the backbone of of this journey that folks are on. And so I think it becomes a kind of like a roadmap or a guide, that really helps us feel competent about the decisions that we're making in our marketing plans. Because I think, you know, this last year, in particular, has been hard for a lot of companies to feel just certain and confident that it's either time to invest in your marketing 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 which way, you know, which which tactic is the right tactic. And so I think kind of bringing it back to this model of looking at, you know, where do you build trust? Where are the places that are really key for your consumers? That kind of gives you then the answer, and that you can really start to feel comfortable and confident about, hey, if I'm going to invest in, in growing my business, these are the right things to be doing and it doesn't have to be a mystery. You know, there really is some some really steadfast, trustworthy, tried and true proven, reliable results. Can Can predictably create impact for your company. So I think one of the other answers around that is, is just kind of going back to I talked a little bit about how decisions are made, it's actually decision, the decision making part of your brain is in that that old brain, that amygdala, there's only six kind of stimulus that speak to that old brain. And so what I really love about this is we can kind of kind of proof test, you could almost take something that you're running as far as an ad right now, or take a look at your website, take a look at anything that you're doing in terms of marketing, and kind of run it through this filter and say, Does does this piece of material or does this ad or is this way that I'm talking to clients actually triggering the decision making part of their brain? Because then, you know, is it worth it or not? Otherwise, I'm not getting anybody any closer to the trust tipping point to, to buy from me. So you kind of this like way to eliminate maybe some of the other 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 if you kind of run it through this filter, then you can know with a whole lot more certainty, that you're actually going to get results. So I'm just going to run through them really quickly. There are six of them. And I hope this all you know, helps some folks out there to kind of jot it down or try to remember a couple of these and just check your do kind of a self check on there and see how how things are working for you. So one is that the the this old brain, this amygdala is very self centered, meaning it's really there to protect you, me, it's all Me, me, me, you know. So this is an I say this one first, because it's the top thing that companies do, that really ends up being so blah. And so memorable, you know, is that they just say kind of a different version of what everyone else is saying. And they brag about only themselves. So like, take a take a flooring company, for example. And they might say, We're the leader in the carpet, you know, industry, and we have soft carpet. That is factual information. And I'm not joking. Like those are definitely, those are definitely things we've seen. Yeah. But it's all about it's all about the company. And it doesn't speak them to their customers brain that saying what's in it for me? What's in it for me? Now, if you can identify a pain point or wouldn't Wouldn't you love to wake up in the morning and wiggle your toes into the softest carpet, and start your day just feeling cozy and warm, completely different messaging completely different way to frame that. And the benefit is all about me. You know, it's all about, you know, as I'm reading that 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 the credit.

Javier Lozano, Jr.:

No, and but you're saying certain things in there too, is that you're using you and your you're you're you're talking to your customer. And that's huge. Because whenever we use the using yours, all of a sudden that customers putting themselves in a situation. They're like, Oh, this is me. Right? And so they're relating to that. So yeah, I totally get what you're saying.

Lilly Darling:

And yeah, just if you don't have those parts, then you're not again, this is all because we want to activate that that part of the brain that makes the decision. So if we don't activate the part of the brain that makes the decision and get it to favorites, then it's not going to make a decision towards buying. So totally. Second one is contrast. And this is another one that we'll just use that same reference, if you're just saying you're the leader in the in the flooring industry, that's not new enough, that doesn't get anyone's attention. If it isn't. If you say contrast, like black and white, it doesn't stand out enough, it's very neutral. There's nothing that that triggers me into being like, Oh, that's, hey, I'm gonna pay attention to that statement, because I've never heard it before, or it stands out from all the rest. And I think, you know, we, especially nowadays, we are a little bit afraid, you know, to, to maybe think, oh, like, I should have a personality as a business, you know, I'm a business, I don't need a personality, you know, like, I'm, you know, look at my side, I'm a business. But I think what's really critical right now, especially after 2021, and looking in 2020 we have to understand that businesses have personalities. And the way to stand out and create that contrast is by conveying that personality. You can do this visually through things that are you know, striking or catch the eye. But it's really important to disrupt from neutrality and not say the same thing not play to the gray and play to the middle and try to be safe. So yeah, just give it a permission slip anybody out there who maybe thought Oh, I shouldn't, you know, be saying things that have character. Do it speaks to that brand speaks to that trust tipping point.

Javier Lozano, Jr.:

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, that one, you know, Superbowl ad they had the word the lady throws a hammer, right. Through the screen and an Apple has always stood a certain way. And and that is, and people may not agree with it. But you know what everyone knows what Apple stands for. Right? And and so I agree with you like, the old Apple ads were like the PC versus a versus a Mac. It's another, you know, comparison kind of thing. So yeah, I totally see what you're trying to say on that.

Lilly Darling:

Right? Yeah, you do have to kind of position yourself to be really different than what else is out there, you know, and that's what's gonna get attention. So

Ad:

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Lilly Darling:

The third one, that's that stimuli for that decision making brain is tangible input. And this really means you have to anchor into something that's familiar, like the brain wants to always do in shortcuts, right, like shortcuts, left and right, trying to process all this information that comes at us every day, right? Yeah. So the one of the key things that you can do to kind of speak to that old brain is use either a metaphor, or something that's familiar, so that you can, you know, teach and also reference what you're trying to communicate in a way that has has a shortcut in place in the brain already. So steer clear of all the technobabble and all your jargon. And if you do need to educate about a new term or a new point, make sure that you're using metaphor, something familiar. So that Oh, I get that. Oh, yes, that makes sense to me, or I've experienced that before. So you create like a connection? Yeah. In terms of that. So

Javier Lozano, Jr.:

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 Experts Secrets. And he refers it as the kind of like, and I agree with you 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 business where I was teaching martial arts, I had to talk to kids, and how the heck do you teach kids that are 5678 year olds, how to execute things that are supposed to be done for, you know, athletic people. So you have to almost come down to a whole new level, and relate to them differently. So I see what you're saying it makes complete sense, I was doing it instinctively. Because it just made sense to me. And then when I learned more about it, I'm like, Well, that makes sense now,

Lilly Darling:

and it's not even necessarily, you know, it's not that the human brain can't comprehend, or they're not intelligent, and even kids, you know, they're intelligent human creatures, most of the time. But you there's just not enough time, you have a limited opportunity to convey information. And like I said, the brain is processing so many messages every single day, you have to make it understandable quickly. You need to really do that. So the fourth piece is the beginning and end this I like to call storytime. So the brain loves stories. And typically kind of fuzzes out the middle doesn't really remember the middle part so much. So if you, you know, go too long, in the in the middle part of your story, really, if you start strong, and then if you end strong, the brain makes a story out of that. And that's another way that you can kind of get people to remember and also to make a decision. So think about that, as you're kind of checking your marketing, you know, are you creating a story? Does this make a little bit of sense? Or is it just random fact, you know, being blurted out or random. Makes sense, visual stimuli. This kind of makes sense, because the the part of the brain where this is all your decisions are actually happening is right next to your optic nerve. Okay, so a lot of processing energies happening right there. And so it goes along with contrast, as I mentioned, because if you can grab eyeballs, and you can create something that's visually memorable, or makes a statement or tells a story even better, it'll get stored and it will be stronger emotionally for the person who sees it. So this is why branding is so important, still good to have captivating images and to be able to tell those stories, but we're visual people for the most part. And so making sure that you're paying attention to that when you're getting people to make decisions is a is a huge factor. And then last, but not certainly not least, is emotion. And so you really dedicate a lot of resources in that old brain to emotion. And so a lot of people think decisions are made predominantly by logic, right? Check the box, or, you know, you got this formula, you're gonna collect all this data and, and then out spits and answer. But the other side, I was given this, this metaphor, speaking of kind of hard decisions, kind of being like a pair of scissors, and you've got the two sides of it, that are really required, you've got the logic side, and then you've got the emotion side, and you can't make a decision or a cut in in any other way, other than using both of those sides. And so you have to have that emotional kind of peace. And, and I think, you know, we touched on a little bit with that self centered that knee part, you evoking that emotion, brings back that recall, and also kind of helps make 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 these six things going on in the brain, to decision making for consumers, you know, and then applying that to marketing, it seems baseline, but it's like, it really is all powerful. If you can connect these to what you're doing. It'll grow your business and your bottom line, and your ROI and all the great things that you're doing in terms of you. And Joseph.

Javier Lozano, Jr.:

I mean, something to think about too, is that you know, a business or any business, you know, in the Home Services, especially obviously, but any business, like when you're doing this, you don't have to do all six of these things immediately, I think it's one of those where, okay, we're gonna focus on the first one, we're gonna talk about the customers problems are and relate to them, and use the US and yours and whatever, and really focus on that. And then you you get that down, and then you move on to the next thing, and you move on to the next thing. I mean, it's just like, if you're running a landscaping company, you're not going to most most consumers aren't gonna do their entire backyard all at once, because it's going to cost them a fortune. They're going to do things in phases, like, hey, we'll do this in phase one, we'll do this in phase two. And it's the same thing. And that's kind of how I see this whole, you know, second speaking point that you just brought up, is those six steps. It's just phase it in, you know? Yeah. So the next thing I want to kind of discuss a bit more is, is kind of like, how does this impact and apply to the Home Services space, I mean, like these guys and girls, are, are basically they're consumed with, with what they do, you know, like, all they want to do is landscaping, all they want to do is HVAC. Like, they don't care about, you know, running a marketing campaign. They don't have time for that, like,

Lilly Darling:

Well, I think they probably care. But the time part is, is exactly right, you know, everybody's got a zone of genius that they that they operate in. And for the most part, I think, you know, when you start a business and you're so passionate about it, or, or you really want to see, you know, it grow and you you really geek out on the equipment and the right staff, and you're making all these, like critical decisions about the business itself. It's it oftentimes becomes secondary, that you're thinking, Okay, how's new, fresh, you know, leads come in, how do I get increased customer activity, and then it just becomes one of these? Oh, man, I realize how important this is. But I've got all these other like, things that I really wanted to focus on, and that I'm actually really good at. And I think that's the situation that a lot of, you know, a lot of companies find themselves in is that they recognize the the importance, but that time factor and, and needing to run a company that thriving and producing quality results is also super high up there on their on their priority list.

Javier Lozano, Jr.:

Yeah, makes complete sense. I mean, it's, and that's, and that's, I think that's part of the thing, like, it's, it's hard to segment your your focus on these two areas. Um, and that's where, I mean, do you want to spend time on just marketing and doing the business side? Do you want to focus on why you started your business to help serve your customers? You know, do you bring in a third party? Like, do you hire someone to do this? I mean, and then, on top of that, like, Where do you go? Like, what direction do we want to go to? Do we? Is it all branding base? Is it all like what we're talking about? Like, like, building trust, and through this whole journey, there's a lot of, you know, places that kind of take this,

Lilly Darling:

right? Well, and I think a lot of times people start businesses because they want to work for themselves, right? They want that freedom. And then all sudden, you realize that you're getting caught up in so many things. And marketing can 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 job done. Now I have to stay up all night thinking about how I'm going to grow it tomorrow. And that's one of the major things that we find we're able to, you know, change lives really because If we can create freedom, or help you go home and just be with your family in the evening, and you're not stressing about how you're gonna get work the next day, then, you know, then that can really open up a lot of that freedom for you, right? So you focus on your area of genius, and, and then, you know, able to trust the folks that are building trust with your, with your customers, I think that's where the magic is. So, I mean, you kind of asked, you know, how this, you know, how this applies to, to companies, and what they're trying to do, you know, nowadays, and, and I think just kind of walking through even that example that we gave earlier about how decisions are made. And, you know, we're talking about consumers, you know, being on their phone, being quarantined, looking at their walls, looking at the yards, looking at their design, or pool or lack of and, and thinking, you know, maybe there's some stirring there, maybe there's an action and so whenever they begin to do that research, you know, it used to be that we would drive over, you know, to the strip mall, or to the mall, or to any kind of business center, or downtown, and, you know, we might pop in and meet someone and talk about, Hey, I'm thinking about doing a window coverings or, you know, I'm thinking about a pool. And so that's really, you know, quarantine, you know, influenced or just the fact that you've got all this information at your fingertips, you don't need to hop in your car. People go online, right. So I think it applies to all things online. And so that really is obviously a broad scope to two areas that I would like, say this, I could bring an example to how we approach that online space. And building building that trust would be number one, type in whatever it is that you what you would say your your keyword is right. So let's say that it's Air Conditioning Repair. And you type that in. And first of all, Google knows where you're where you are, when you're typing that in, right, so they know that I'm on the east side of town. And so what Google is going to do is give me the most relevant results, because that's what they 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 really, if you ever hear anybody say, algorithm, that's really what Google's doing. close to me, and, and relevant. So as a number one, you know, whenever you're thinking about the trust tipping point, and where where you should be looking at influencing that, I would say it's, it all kind of starts with search. And, and so then you say, what, what appears, then as a result in search, and the number one change that Google's made recently, and this has been in the last 18 months, two years, is they have produced something called your Google My Business Page. And it connects to the to the map. So that's why that is really important. So if you think about, Google's trying to tell me results that are close to me, the map is really important. Actually, maybe you didn't think it was maybe you don't even have a shop. But the the location of your business is actually very key. Because of that, that goal that Google has to reveal, you know, results that are close to you. So that Google, my business directory is really key. And I would say if you if there's one thing you take away from this podcast, is, if you didn't know you have one, that's step one. But if maybe you had one, a Google My Business Directory, and you thought, Oh, it's done. I got my address up there. Yep, they have made massive changes in the last 18 months. It's almost like, it's almost like a full web experience. Yes, there's information about you know, if it's a women owned, or there's information about a special or an offer a coupon that you that you might want to put on there, you can fill out photos of your team, you can actually pin them to be like the latitude and longitude. So that connects with a map. You can do all kinds of stuff, including putting really great keywords in your description. So there has been a massive expansion of what's available in that Google My Business, and it's totally free. So Google's giving it to you for free so that they can get good information on you. So that would be my number one, just, you know, takeaway advice, like, Hey, if you're listening, and you haven't heard that Google expanded this, and it's free, that would be kind of the number one place to look there. So if you have that Google My Business profile built out good keywords relevant, then you have a chance at it showing up when someone is doing that, you know, air conditioning, repair, search and Tucson, and then it's it's providing that answer that Google wants to give. Yeah. But if you don't have it, it's not there and you don't have photos. Think about what an opportunity that is to be lost. The trusted endpoint right now your consumer is trying to find, oh, what's a good resource? doesn't see all the pictures, doesn't see the reviews doesn't see the description doesn't see that coupon or offer. And you've lost that ability to check that box for them as they're looking for evidence. Yeah. So yeah, that's definitely one of the keys.

Javier Lozano, Jr.:

That That makes sense. I mean, and that's something that, you know, we add anchor wave, we actually give this away for free. And I'll probably put this in the podcast description in the transcripts. So all of you guys that are listening, 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 so anyone that wants to, you know, get that guide, like, I'll put that down in the description, and explains a bit more about what Lily's talking about. But to expand on that. Like, you know, even Google wants the best trustworthy companies for their customers, right? And their customers, our searchers, are you and I that are searching for services for products, and the only one to put the best things in front of their customers, otherwise, you're gonna go somewhere else,

Lilly Darling:

right? Yeah. So I think you're you hit it right on the head, there's basically that that two fold thing that's happening, one, do you show up? And you're actually providing the answer, you know, for that trust journey that folks are on? And then number two, what's their, you know, what's, what is actually available in terms of evidence, and the story and the you contrast and that pain point that's being solved all those things that need to happen, you know, what's there. So I think that that Google, my business is definitely one I'm glad you remembered that we give that away for free, because that is a great resource and, and a way that that folks can do that on their own, or if they want help, they can certainly reach out. The second big thing that I that I think is kind of an obvious one is just that the the website experience has complete is just so many of opportunities involved in creating trust in that space. And, you know, again, to kind of harken back to when I was talking about my history, and the first thing people have is like a business card. And in a logo, there's a lot of companies out, there's pretty much that's all they have on their website, they're a business card site, maybe you threw in a paragraph or a bullet point list of services, and call it a day. And it's kind of as mini brochure or just like a basic business card site, and it just is not going to cut it. You really have to pay attention to these six, you know, stimuli that help you make these decisions, you have to get people to the trust tipping point. Otherwise, you know, they're not going to gain anything from visiting that spot. Yes, you might have a website. But no, it doesn't make me feel good about visiting. You know, if you were to go to that strip mall, or, or to that storefront downtown, and it was just in shambles, you know? Sure. Yeah. Right? Sure you do Air Conditioning Repair, and we're going to invite you into my home, you wouldn't, you wouldn't go there. So we have to start paying attention to not only are we present, but do we build trust with each of these experiences. That's happening. So I think that for us is like the big focus for this year is making sure that everything that we are doing, and every time we talk to someone is just helping them understand the power of this trust tipping point and how how to get there. Yeah,

Javier Lozano, Jr.:

that makes complete sense. I love that. Because that is something that, like, you know, we said at the beginning, like if we can be that guide, and help them figure it out. And that's kind of what what we're doing at anchor wave, we're trying to help our customers figure that out. And then vice versa, we want them to do the same thing for their clients. Right. Um, you know, the website is it's critical. I mean, that's something where, you know, we made a shift, very big shift for anchor wave. I mean, I'm not going to steal the thunder. I mean, I think it's something that you should dive into, if you like, on the shift that we made,

Lilly Darling:

you want to talk about is killing off websites right here. Now, it's this murdering of technology right here on this podcast. Yeah,

Ad:

I mean, we can dive into that probably another time. But

Lilly Darling:

yeah, short story is, is that, you know, we've been creating websites and not to say that we did just a business card online, you know, we'd add quite a quite a bit of other technology and prettiness to it, but we had this is just so important to us. And we when we realized this trust tipping point was such a critical thing. And we looked at these, you know, six stimuli that we just talked about, and we had to say, no more will we do the old way, you know, we can't service any client, using those old tech, you know, those old techniques. If other agencies are doing it fine. But we realize that the only way that we're going to get results and the only way that this is going to actually produce business and grow. A company's bottom line is that it has to be this vital, alive, engaging, trust building process that you walk people through when they come to your dot com. And so that's why we had to, you know, we're, that's the announcement we made recently, we are not doing websites any longer. We're building marketing hubs. And everything that I kind of just talked about is included in that marketing hub. Because the, the focus and the priority is that trust tipping point, it's entirely different than what we've been doing before. We're building them in an entirely different way. So we had to distance ourselves from even thinking in that old way. And I think it's really critical for people to turn that corner and understand don't invest in anything unless this is part of your your strategy to get people to that trust tipping point, you've got those elements at play, otherwise, you know, going into the gray going into that neutral 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's how important it is, you know, to make the shift, that's something 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 way now.

Javier Lozano, Jr.:

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's one of the things I love about, you know, working with this company is, is that we have an opinion, we believe in it, but we do it in a way that is professional, and it's fun, you know, like we're enjoying what we're doing here. Yeah, so the last thing was most

Lilly Darling:

fun, whenever you see the results do. That's exactly, so huge, and very much the exciting part of seeing folks get better results out of it. It's awesome.

Javier Lozano, Jr.:

Yeah, totally. So the last thing is that you'd mentioned that you wanted to kind of, I guess, you know, point some people into something an opportunity to kind of see all this stuff, like what you talked about, and, you know, we have this thing called a playbook. And I guess the best way to kind of explain this, this is kind of like your, your marketing roadmap, you know? And, and so how does how do you know people in home services company get get this? And how does it work?

Lilly Darling:

Right? Well, and I know we're kind of talking about this stuff, there's a whole speaking of visual stimuli is a whole another part of our brain we could use and kind of showing the results and showing the data and showing you know what kind of tools we have to give a better light on this. And that's really another part of this guide is that we want to show you what's really available to you. And there's these different pockets of people who are in various cycles of making a decision. And so what we've been investing in for 18 years is figuring out how do we get to those? How do we get to those people? And then furthermore, how can you create trust with people at those various stages of their buying cycle and where they're at in that decision making process? So that's really what the playbook does. It's, you know, use you sit down with a strategist, you don't just read a report, and then have to interpret all this like, data all yourself and get overwhelmed, because that's super confusing, and doesn't help you feel any more certain about making decisions. What we do is, is look at your business. And we use our proprietary tools to pull things like did you know that you had reviews on, you know, this site over here that are either great? Or do you know they had these reviews that aren't great, and then you can have the power to do something about it? You know, we talked about the Google My Business? How many people are looking at that Google My Business listing of yours, you know, or do you have one that's getting any attention at all? So then you you again, you know, how, you know, what's, how many people are searching for your key keyword term. So it really tells you what kind of opportunity you have at each of these points along the customer journey. And, you know, it's it's a completely objective, I think that's one of my favorite testimonials we've gotten out of this process is yes, is that this, this gentleman was, this is just really objective, it's helpful. Now I have a baseline about where my business is at. And regardless of whether you do something yourself, you know, in house, you hand it off to your you know, front desk person, or you partner up with us, it's completely free, we just feel really good about sharing that information, giving you this tool, this roadmap. And then as you as you feel like you want to take the next step forward, you'll feel really confident that that's the one that you're at right now. This is the type of folks that you're going to predictably get out of that process. And so it really is just a stable way for us to kind of show what's going on and an easy to understand method. So I definitely would encourage that. So our URL for that is anchor wave.com slash playbook. So just type out our web address or you can look for us, and then after the.com you just going to put a slash and then and then the word playbook.

Unknown:

And then the word right.

Lilly Darling:

Yeah, just one word. And, and you can sign up it's completely free. Like I said, you just give us your address and an hour of your time, you're going to get a custom report that you can download. You'll talk over it with a strategist and, and like I said, there's no obligation, no strings, it's really just information that's powerful. And if you gain anything about, you know, this trust piece, you'll be able to see an action for your company. Yeah, there's one report in there. I just want to mention this one, because people geek out on this too, if you if you're interested in finding, and we talked about, you know, searching and seeing where you show up on the Google Map, it's in we mentioned like, Hey, I'm on the east side, I'm gonna get search results that are relevant to me. But what are other people seeing in other parts of town? Where does your, your competition rank? So we have a tool that can show you not only because if you've ever googled yourself from your business, you're going to get

Javier Lozano, Jr.:

the first result?

Lilly Darling:

Yeah, decent results, because you're right there, you're at your business. But how are you faring if someone down the block Google's you? or What does it look like a couple blocks down or across town? And the cool part is, you can now see, oh, there's maybe different results that people are getting in different parts of the city. And then what is my competition doing and then you really have that really kind of cool, insightful, and that's a really proprietary tool that, that folks get a lot of value out of. So that's inside the playbook. 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 of really great insights about your business. So

Javier Lozano, Jr.:

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. I mean, I know that you're gonna give some great stuff, but you dove into a lot of great stuff. And I hope everyone on here really enjoyed everything. And so again, the website is anchor wave comm slash playbook. And just take a look at that. It's, it's, I'm excited about it. Because when I first saw the playbook, I was like, This is genius. This is amazing. And I love it. So anything else you want to add Lily before we we chime off?

Lilly Darling:

No, that's, that's it. I had a great time talking to you, Javier. And we are just really excited to be able to bring this to bring this to the people offer something that really gives them value right out of the box. And like I said, Let's make 2021 like the best year ever. There's no reason it can't be and, and I think that's what we're here to do. So thanks for having me. Awesome. Thank

Outro:

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 companies come to us at anchor way meaning help with their overall marketing strategy and their digital presence. So what we ended up doing this brilliant custom marketing playbook to help businesses just like yours in the Home Services space have a improved digital marketing roadmap for 2021. One of the highlights during this Home Services custom playbook is the importance of having a marketing hub, which we call the website killer. 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 customer activity and to win more businesses by having a marketing marketing hub will help set your home services business apart from your competition in place you as the leader in your space. To learn more about what a marketing hub is, schedule a free Custom Home Services playbooks by going to anchor wave comm slash playbook. You're going to answer seven simple questions and we'll give you free access to this playbook. Again go to anchor wave comm slash playbook to get free access to our Home Services digital marketing playbook