The Guide MKTG Blog
No fluff. No guru talk. Just practical marketing advice for service businesses that want real results.
Bigger ad budgets are not the answer when the underlying message is confusing. Most advertising for contractors fails because visitors cannot quickly tell what you do, who you serve, or what to do next. Fix the message first, then spend money driving traffic to it.
When every roofing company in your market sounds the same, price becomes the only differentiator. The fix is not a bigger ad budget. It is a clearer message that puts the customer's problem first. Here is how to do that, and why a West Michigan roofing company added over $1M in revenue by getting it right.
Owning a blue-collar business is the new American Dream. Discover why trades-based entrepreneurs are reclaiming freedom through ownership, and how to grow your service business without selling out.
StoryBrand AI is a real product that applies Donald Miller's BrandScript framework to generate marketing copy fast. It handles the structure. What it can't do is figure out what your specific customer actually fears, and that's the part that determines whether the message converts. Here's where the tool earns its place, and where trained judgment still has no substitute.
Your website has about 7 seconds to answer three questions: what you do, who it's for, and what to do next. If visitors can't answer all three above the fold, they leave. This post breaks down exactly what needs to be in that first viewport, with a real before-and-after example, and a test you can run on your site today.
Your plumbing company can have better reviews and still lose jobs to a competitor with worse ones. The reason is almost always clarity, not quality. When customers can't quickly understand what you do and what to do next, they move on, and the company with the clearest message gets the call.
AI Overviews are changing how Google shows local results. Here is what West Michigan service businesses need to do about it right now.
AI can do a crap ton of work, but it needs direction, oversight, and editing, just like a new intern would.
Most small business owners treat ChatGPT like a vending machine and get vending machine results. Here is how to actually get something useful out of it.
Most CPA firms rely entirely on word of mouth, which works until it doesn't. Here's how to build a marketing presence that attracts the right clients.
Most financial advisor marketing fails for the same reason: it talks about the advisor, not the client. Here's what to fix first.
Compliance concerns are real, but they're not an excuse for a website that puts people to sleep. Here's what content actually works for financial firms.
Competing on price is a race to the bottom. Here's how home service contractors win on trust instead, and keep their margins intact.
A practical checklist of what a home service business actually needs online to stay consistently busy, without the overwhelm.
Most HVAC companies only run ads when it's hot. Here's the marketing system that keeps your schedule full year-round.
Marketing a financial firm isn't like marketing a restaurant or even a law firm. The trust bar is higher, the sales cycle is longer, and the stakes feel personal.
Referrals and storm chasing are unreliable. Here's how roofing companies build a marketing system that generates leads consistently.
AI tools can save you serious time on the right marketing tasks. Here is an honest breakdown of where they shine and where they fall apart.
Five practical SEO best practices for landscaping companies that want to rank higher in local search and get more calls from qualified customers.
Five proven advertising strategies for landscaping companies that want more of the right clients. Real results from real landscape businesses in West Michigan.
Discover how the 'curse of knowledge' could be sabotaging your marketing strategy and get 8 effective tips to help you regain clarity.
Discover the 5 pillars of responsible AI use and how to create clear company policies that explain how to use AI responsibly in marketing.
Learn to differentiate between self-promotion vs marketing. Effectively engage your audience by shifting the spotlight from your greatness to your customer's success.
Explore the unbreakable link between marketing and company reputation. 4 key strategies to build a positive brand reputation in your community & online.
Did you know our attention spans are shorter than a goldfish's? In a world of information overload, brevity in marketing is your secret weapon.
Unlock the secrets of emails that spark action with these 9 effective email copywriting tips. Get ready to write emails that engage and convert.
Increase the effectiveness of your marketing by finding the perfect ratio of creativity vs clarity in marketing.
Which is better? Working with a marketing agency or hiring an in-house team? There's pros and cons of each.
Should you use humor in marketing? 90% of people are more likely to remember a funny ad, but humor isn't a one-size-fits-all strategy.
Demographics tell you who your customer is. Psychographics tell you why they buy. Most small businesses only use one. Here's how to use both and what changes when you do.
Are your best marketing ideas falling flat? 😩 It might be time for a messaging makeover. Clear company messaging is the foundation of good marketing.
Is it time to share your secret sauce? 7 reasons why giving away valuable content generates more leads.
Looking at your business numbers & realizing you need to increase your revenue ASAP. Increase your revenue without offering new services.
Struggling to close the deal? What if I told you a good sales pitch and a good book have more in common than you think?
Leaders: say goodbye to wasted time and hello to productivity with these 3 game-changing guiding principles.
Ever feel like your team needs a boost? It might be time to unleash the power of purpose with a motivating mission statement.
Your marketing campaign called. 📞 It says your business practices are weighing it down. 😮 Business and Marketing...
There are 171,467 words in the English language but just 14 are proven to boost your marketing conversions. Can you guess what they are?
Want to get better results than ☝️ that ad you just scrolled past without even noticing? Here's 5 tips for scroll-stopping Meta Ads
Learn to decipher the story the numbers are telling. Get a stress-free data analysis plan for small business owners.
Use these 7 tips to make your Google Business Profile shine AND improve your ranking in local search results.
A step-by-step Google Ads tutorial for newbies. Reap the rewards without the stress.
Are your ads wasting more money than they are bringing in? Write great ads with our 6-step process for writing great ads.
Want to find out how to make your ad dollars work smarter, not harder? Read our Digital Ads Done Right post for actionable tips and insights!
Wondering how your website fares in the digital arena? Unlock the Potential of Your Website Ranking. Your site's search engine ranking isn't just a number,
Try these 4 game-changing strategies to help your small business get found online.
Should small business owners take up blogging? 3 ways blogs help small businesses grow and how to write them well.
Discover why SEO is essential for small businesses and learn effective strategies to improve your search engine rankings.
4 simple steps on how to use LinkedIn in Small Business Marketing. Learn how to build a LinkedIn profile you can use to grow your small business.
Want to use Instagram to grow your small business without posting all the time? Check out these 5 Instagram tips.
Facebook marketing success requires a lot more than just creating an account and sharing posts. 5 tips to turn engaged followers that into happy customers!
Use social media to grow your revenue, not just your to-do list. Check out these 7 important social media tips.
Ready to make waves with your small business? Focus on these 3 essential marketing actions to boost your small business.
Need a spark to bring your email list back to life? Check out these 7 tips to turn that snoozing email list into one that's wide awake and ready to engage with your business.
Check out these 7 tips to maximize your time for marketing AND get better results.
Knowledge is power.💥 Ignite your business with the best marketing books for small business owners.
Got a to-do list 5 miles long but no money to hire help? Use these 11 small business marketing tools to lighten your workload without breaking the bank.
Feeling stuck in the marketing mud? Implement this simple marketing plan for small businesses.
Are you using an intentional marketing strategy to propel your business forward? Or are random acts of accidental marketing holding you back?
Thinking about starting a podcast? Here are 5 steps to create clear podcast messaging to get more listeners.
Looking for a winning recruitment marketing strategy? We've got a 5-step process that will leave your inbox overflowing with qualified applicants.
Include a Clear Hiring Process in Your Job Description. Learn 6 reasons why you should include your hiring process in your job descriptions.
Applicant-centered ads are taking over the hiring game. Learning how to write yours can change your business!
One of the most powerful elements of recruitment is using employee testimonials to illustrate what it is really like to work with your company.
If you want to attract top talent you need to know how to write a winning job description that compels the right candidates to take action.
You only get one chance to make a good first impression. If you want to hire top talent, that means you need a careers page that showcases your company well.
Use these recruiting strategies to hire great employees that will fit your company culture and your business needs.
Use these templates to respond gracefully to all of your client reviews (both positive and negative).
Many of the reviews/testimonials we see businesses use miss the mark. Learn what the most effective testimonials do instead.
When you don't know what to write about, you'll be tempted to write about yourself. Never run out of ideas for your nurture email sequence
Nurture email campaigns are focused on building trusting relationships with your potential and existing clients.
Implement a simple 5-step process to craft nurture emails that provide value and strengthen customer relationships.
Your emails don't have to get lost in your client's cluttered inbox. A good subject line is the key.
Sales emails can be an effective way to convert potential customers into paying customers on autopilot.
Sales emails are highly effective when done well. They don't have to be spammy or annoying. In fact, a sales email can be helpful, and even welcomed, by your potential customers.
Becky Martin talks with Dr. J.J. Peterson about hiring and using StoryBrand strategies to attract your ideal employees!
Are you using a digital lead generator to grow your business? If not, you're working way too hard!
Email is not dead. These 3 email automation tools help you stay top of mind with your audience and turn leads into clients on autopilot.
A lead generator built with the StoryBrand framework does more than collect emails. Here is how to create one that moves people closer to buying.
See how Guide MKTG helped Small Engine Warehouse build a consistent marketing habit that generates leads without relying on outside agencies.
Learn effective strategies to create valuable content marketing that engages your audience and drives conversions.
To motivate qualified leads to give you their email address, you offer them a free gift, also called a lead generator or lead magnet, related to the problem your business solves.
A brand one-liner and a tagline are not the same thing. Here is which one actually matters more for your business and how to build the right one.
The concept of reciprocity is a powerful marketing tool that leverages human psychology to make potential customers more likely to do business with you.
A recession-proof business isn't one that hides out until it is all over. A recession-proof business is one that continues to do their best work and serve their people well. Read more about how to strengthen your business, even in an economic downtur
Your Google Business Profile is often the first thing people see. These 4 tips help you optimize it and show up where local customers are searching.
Your one-liner is more than an elevator pitch. Here is how growth-minded B2B companies use it to open doors and win more business.
Email marketing is one of the most effective ways to reach potential customers and stay connected with existing customers.
A B2B marketing website that actually works needs more than good design. Here is what separates sites that convert from ones that just sit there.
You've got clear messaging, a website built to convert, a lead generator that provides incredible value....What happens if no one shows up?
Is marketing always on your I'll-get-to-it-someday list? With Guide as their marketing director, our clients are exceeding goals and becoming leaders in their fields. You can do the same.
Don't miss out on free digital marketing,Set up Google Business Profile now! GBP is often the forgotten channel of digital marketing.
Understand the reasons behind customer hesitancy and learn strategies to address objections and build buyer confidence.
Whether or not to invest in blogging is a big question for many business owners. Is it worth it?
Assess your expertise level and discover ways to position yourself as a thought leader in your industry to enhance credibility.
Wish you could charge more? Or spend less time convincing people your product or service is worth the price you're asking?
When looking for a company or product to solve a problem, customers want to work with someone who truly understands their problem and the pain it's causing.
Uncover strategies to identify and fulfill your customers' desires, leading to enhanced satisfaction and loyalty.
Learn how to embrace negative feedback as an opportunity for growth and improve your business practices effectively.
Learn how to identify and engage customers who are ready to buy, ensuring you capture sales opportunities effectively.
The header is everything your visitor sees when they first get to your site. It is first impressions and everything above the scroll.
Access a comprehensive website checklist to ensure your site is optimized for success and user engagement.
Explore how addressing your customers' pain points directly can feel like waving a magic wand, leading to increased satisfaction and loyalty.
Discover common website mistakes and learn how to fix them to improve user experience and drive better results.
Explore the hidden costs associated with business inaction and the importance of proactive decision-making.
![Your company message is almost ready! [Free Tool]](https://res.cloudinary.com/dh0xneapb/image/upload/v1782311920/guidemktg/blog/2021-12-set-of-tools-and-instruments-scaled-e1637678720731.jpg)
Utilize our free tool to refine your company message and communicate more effectively with your audience.
Learn why prioritizing other marketing channels before social media can lead to more effective strategies.
Explore effective strategies for setting and achieving business goals with a clear roadmap.
Understand user intent and optimize your website to meet visitors' needs effectively, enhancing engagement.
Discover the importance of positioning your customer as the hero in your brand's story to enhance engagement.
Discover insights from a must-read book that promises to enhance your financial success and business growth.
Learn how to identify and align your customers' external, internal, and philosophical problems to enhance your marketing strategy.
Finished your BrandScript? Here is how to use it across your website, emails, and sales conversations to get real results from the framework.
Four BrandScript mistakes that show up constantly and tank your marketing message. Here is what to watch for and how to fix each one.
New to StoryBrand marketing? This quick guide breaks down how the framework works and how to apply it to your business right away.
Your website is your most important marketing tool. Here are practical steps to improve your website marketing and turn more visitors into leads.
Four StoryBrand website design tips from a certified StoryBrand guide. Build a site that clearly communicates what you do and turns more visitors into clients.
A BrandScript is the foundation of the StoryBrand framework. Here is what it includes and why getting it right changes everything about your marketing.
Marketing Tip: How are your customers FEELING when they search for your product or service? Use those "internal problem" words in your marketing copy.
Looking for the best StoryBrand website template? Here is what to look for and how to use the framework to build a site that works for your business.
Your website should do more than look good. Here is how to design a StoryBrand website that turns visitors into paying customers.
Identify core business challenges and explore strategies to effectively address and overcome them.
Most brands talk about themselves. Learn how making your customer the hero of your message is what actually makes your brand stand out.
Five practical ways to sharpen how your professional firm is positioned so the right clients find you and understand what you do.
The BrandScript process trips people up in predictable spots. Here are the 3 places people get stuck and how to work through each one.
A one-liner is the most concise, complete story you can tell about how you solve your customer's problems. Here's a simple formula for writing yours.
People are motivated to solve the problems that cause them pain. If your marketing doesn't talk about your customer's problem, you'll be ignored.
If the words your customers are using to describe their problem don't show up in your marketing, your customers won't find you online. Improve your SEO.
What do your customers want? When you know the answer, use those exact words and phrases throughout your marketing. You'll connect faster with leads and improve your search ranking.
Use the power of transformation when you're talking with a customer. Talk about how your product or service will transform them.
See a real StoryBrand website example built for a financial services firm and how the framework improves clarity, conversions, and trust.
See how Guide MKTG helped DeVries Design and Landscape sharpen their marketing message and attract more of the right clients.
See how Guide MKTG helped WEBIT Managed IT clarify their message and build a marketing strategy that attracts more of the right clients.
See how Guide MKTG helped Framesuite clarify their message and build a marketing strategy that connects with the right buyers.
Most businesses say they are customer-centric. Few actually are. Here is how to tell the difference and what to fix in your marketing message.
Before the website, the ads, or the social posts, everything starts with a clear message. Here is why message clarity is the foundation of good marketing.
Leading through change is one of the hardest things a business owner can do , especially when that "change" is global and entirely out of your control. If you're feeling disoriented, we've put together a checklist of 5 things you can do and use to he
Using StoryBrand on your website but not seeing results? These are the 3 most common pitfalls and exactly how to fix each one.
Stop wasting good money on bad marketing.
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