Phil Risher shows why a 200-view video that answered a homeowner's question generated two leads and a sale, while his 170,000-view Instagram video produced zero customers. Stop chasing viral hits. Make content that answers the questions people actually ask.
Yeah, what we need to do is stop trying to go viral and start answering the questions that make homeowners call us. You probably scrolled through Instagram and you see businesses making funny videos, people dancing or people doing things on the job site. And I'm not saying that those are bad, but you could just be chasing views and likes and shares and you might be in Florida and you're trying to get people from California to see your video. And it's like, yeah, that's nice. It's a vanity metric to say like, this is nice, but is it actually getting homeowners to call you? And I would say no. Is it brand awareness? Sure. But is it demand capture? No. So, I had a video that went viral. It had 170,000 views on Instagram, and it was a video that I posted on my personal page, and it was about my daughter who was eating spaghetti, and she was very happy about the spaghetti, and she said, that boy cooks. And it was funny, cute, people liked it, but I got zero customers out of it, and in fact, zero followers out of it that were even my target audience. And I had another video that had 200 views, And it was a straight shooter right at people. And I got 2 leads from it and 1 customer. So if you're thinking about creating content or you are creating content for your business, I'm not saying don't do the viral things. What I'm saying is the goal is not to go viral. The goal is to get business and grow your business. And when you create content that people are actually asking and you have these hand-raiser type of content, those are the ones that— and you get these hand-raiser type of content, that's the type of content that makes homeowners call you, not the ones that's a funny video of them seeing you dance.
