'We Weren't Getting in Front of the Right People' - How Niche Messaging Fixed Their Sales Problem

In the last couple months, we kind of stumbled into a high ticket accounting service offering. And at that point we realized that we're going to have to be drilled down on our messaging. You know, working with Kristen, what she came up with was, was really impressive. She really drilled down, down to the psychological level. The psychological profile I thought was like spot on. And when I was reading and I could literally see our lead sitting at the kitchen table and, you know, thinking those exact things, that was a really cool thing to kind of walk through. And with the system and the profile you've built, I, I think we finally have that kind of systems and it's powerful stuff. I would definitely say talk to Peter and he will definitely be a great resource. He will steer you in the right direction. You have a proven track record where you've taken others to the promised land. And he will create a product where you're going to get in front of the right people and help the sales process be more streamlined and systematized.

What was it that made you realize that you needed to get some outside help on your marketing? Rudy?

Yeah. So, you know, when we first met Peter, I think I've been watching you on X for a while and obviously what you were saying kind of resonated. And I think one of the things that stood out was like you were communicating systems. And so, so that was kind of something that I thought we were missing and kind of not only systems, but also like direction. It just kind of seemed like, you know, we were just throwing things at the wall and just kind of hoping that something would stick. And I just felt like, you know, your messaging kind of spoke to us in the fact that we're systems oriented. So that's something that I would say. Digital marketing was like the one part of our business where we didn't have a good grasp of having systems around where we could duplicate and you know, kind of almost like a planned sales growth like pipeline that, you know, once. Yeah, that once we can, we can kind of project sales. Okay. That's like huge leverage for planning on many different levels.

So like when you say you guys were just like throwing stuff at the wall and kind of like trying to see what stuck, like what kind of results were you getting with the stuff you were trying to like diy.

The firm we were working with, they're running our Facebook and Google Ads and you know, I think the initial approach was let's kind of like cast a wide net, you know, and kind of since we were, I think we were about a year, a year and a half into the process. And so. But along the way it kind of felt like that was going to be our permanent status, you know, and like, and obviously in the last couple months we kind of stumbled into a high ticket accounting service offering. And at that point we realized that, you know, we're gonna have to be drilled down on our messaging and get in front of the people that we truly want that our message will resonate with. And so that's what really kind of prompted us to kind of go outside of what we were doing, which was just kind of like very broad messaging, not even tracking the results. The analytics on our ad spend, that was another kind of like what we felt was like a blind spot for us. And obviously, you know, we're not digital marketing people, so we didn't understand the KPIs and all the different analytics and the changes and you know, all that sort of thing.

And so, so you bring up like the messaging, which was kind of the first part of this project that we worked on, right. Was like dialing that in. How do you feel now like with your marketing strategy, having this niche specific messaging for the construction industry. How do you feel that's going to impact like the future results that you guys get out of your marketing?

Yeah, I would say that was probably the most impactful for us. You know, working with Kristen, she kind of ran us, you know, we fill that initial questionnaire, you know, for that you guys use as a gauge to kind of like understand what we were about, where we're headed. And really she just kind of ran with that. And what, what she came up with was, was really impressive. I felt like you, you know, that she really drilled down, down to the psychological level. The, the, the psychological profile I thought was like spot on. And like when I was reading and I could literally see our lead sitting at the kitchen table and you know, thinking those exact things. That was a really cool thing to kind of walk through.

And so like being able to get inside their head like that and like understand exactly the situation they're in, how do you think that's going to drive then like the future marketing efforts that you guys pursue?

Oh, you know, as far as ideation and having that psych profile and like knowing exactly how they think, I think that's a specific and something that everybody is looking for in the ideation process. Right. And so I think we have that. And so with the system and the profile you've built, I think we finally have that kind of systems and, and everything that we generate as far as Content is going to be like, we'll use that site profile you guys created as kind of like a benchmark. Okay. A look back, is this in line with what we kind of what this document outlines? And that's, that's, that's powerful stuff.

Yeah. Well, and for context for those watching right now, Rudy and his team came to, to work with us basically on like a project based engagement. They, they're running their own marketing into the future here and we just stepped in to kind of like handle a few of the, you know, messaging related and a few of the system related things. So like Rudy, from your standpoint, knowing that like the, the system that we've built and you and I went over this on a call a couple days ago, just kind of finalizing everything I guess. What impact do you think that's going to have on now the next three, six, you know, 12 months of, you know, kind of learning how to run ads and like building your own team in house on that side?

Oh yeah, the impact's going to be huge. For starters, the, the system I think does an excellent job of nurturing leads and also, you know, making sure that you're nurturing that lead up until you actually have your call. And those are all things that we did not have in place. And even despite not having those, we saw really positive results on our ad spend despite not having all of those efficiencies working in our favor. So if we were getting 3x return on our ad spend, man, I'm thinking like 5x should be like a minimum return on investment for us because not only are we, and I say that also taken into account because we're going to have a better qualified lead going into the process. That's, so that's only going to increase our. Because you know, we were getting in front of a lot of leads that we shouldn't have been talking to. And I think like that's one of the other things that we've addressed is we're, we're specifically targeting the person that, whose pain points were ready to assist and give them that peace of mind.

Yeah, well, just like not having to wade through a lot of unqualified leads, like that's a huge game changer for the sales process especially. You guys are still a smaller company. Like you don't have a dedicated sales team yet, right?

Yeah, exactly. So, and that's one of our goals is that you know, we want to systematize our sales process so that you know, if we want we can eventually bring someone on full time that can handle that process for us. So, you know, us as owners working through that process, we'll know exactly, you know, what it involves, how it should work, and, you know, because we've done it and building a system that we've shown works and handing that off to a sales pro will create huge leverage for us.

So, Rudy, like, wrap it all up for us. You know, if there's a firm owner out there who's, you know, considering working with us or considering, you know, booking a call to get in touch with us, and they're. They're kind of on the fence right now, I guess. Like, what would you say to that person?

Yeah, I would definitely say don't think about it. Jump on a call with Peter, and he will definitely be a great resource. I mean, if you have any doubts, I think you do a lot of great. You produce a lot of great content and speak to a lot of the pain points that, you know, we as accounting and tax pros face in trying to grow our businesses. So. And, you know, I think you, you have a proven track record where you've taken others to the promised land. So, yeah, so I think that definitely, no hesitation, talk to Peter. He will steer you in the right direction and create a product where you're going to get in front of the right people and help the sales process be more streamlined and systematized.