Phil Risher says home service businesses need to create content not for social media engagement, but so AI search platforms can learn they're experts. Record answers to your five most common customer questions on your phone. That's how you build trust when people distrust AI.
AI search is obsessed with this, and you should be too. Large language models are trained on content. For most home service businesses, me included, when I was at my home service business, we didn't care about content because our clients were on Google searching for what they needed. They weren't going and scrolling through social media. That has changed. AI platforms want content because that's how they are trained to know that you are the expert, that you are the authority. Just because you create content and you get no views or no likes and shares does not matter. What matters is that you're creating unique content to train these large language models on your business. What you should do right now is write down 5 questions that your customers ask in every sales call. Take those questions and answer them. Pull out your phone and just start yapping. Say the stuff. I know it might feel weird to pull out your phone, answer questions. You're the owner of a business. But at the end of the day, what we're in right now is what's called the trust recession. People do not trust people because they don't know if it's AI or if they're going to get burned or whatever. By telling the true authentic story and being real builds trust with people, with AI platforms. That's what it's all about is trust right now.
