Returning Customers
What are some of your favorite brands—and why do they stand out to you? Chances are, it’s because you connect with more than just their products. Maybe it’s the quality they deliver, the way they’ve treated you as a customer, the values they represent, or how they show up in the community. That connection isn’t accidental. It’s the result of intentional branding and powerful storytelling in business—a strategy that helps companies build trust, loyalty, and lasting impressions.
This week on the Profitable Home Services Podcast, Rich Harshaw joins us to dive into the power of storytelling and how to craft a business identity that genuinely resonates with your audience. No fluff, no jargon—just real talk on creating branding that feels authentic and drives results.
You’ll learn:
- Why storytelling in business transforms your brand from forgettable to unforgettable.
- How your About Us page can become a magnetic customer attraction tool.
- The one thing that makes customers choose you over competitors every time.
- Why storytelling in business is more powerful than traditional marketing tactics.
- The hidden psychology behind customers’ purchasing decisions in home services.
- Learn how to communicate your company’s unique identity across multiple platforms.
- Uncover the secret to building instant trust before your first customer interaction.
The key moments in this episode are:
[00:01] | Introduction to Profitable Home Services Podcast
[05:34] | Storytelling in Business: Why People Want to Connect With Real People
[11:16] | The Concept of Identity in Marketing
[17:19] | World’s Friendliest Technician: A Unique Marketing Approach
[25:21] | How Storytelling Reduces Sales Friction
[34:13] | No High-Pressure Sales: Building Customer Trust
[41:22] | Storytelling in Business As The Cornerstone of Marketing Strategy
How Home Services Can Use Storytelling In Business
Running a home service business isn’t just about fixing things. It’s about connecting with your customers in a way that makes them trust you. Storytelling in business starts with understanding that people want more than just a service – they want a relationship. When you share your unique journey and perspective, you transform from just another company into a memorable brand that stands out from the competition.
Storytelling in Business: Why People Want to Connect With Real People
Your customers aren’t looking for a faceless corporation. They want to know the human behind the business. Storytelling in business means revealing who you are beyond your services. Share your background, your motivations, and what makes you different. Maybe you started your business after struggling with terrible service yourself, or you have a unique approach that sets you apart. When you show your personality, customers feel like they’re working with a friend, not just a service provider.
The Concept of Identity in Marketing
Marketing isn’t about shouting the loudest – it’s about being authentically you. Storytelling in business requires developing a clear identity that goes beyond basic service descriptions. Focus on five key areas: your products, workmanship, how you treat customers, your core values, and your community involvement. Each of these areas offers an opportunity to show what makes your business special and why customers should choose you over competitors.
World’s Friendliest Technician: A Unique Marketing Approach
Creating a memorable brand means finding your unique angle. Storytelling in business isn’t about being like everyone else – it’s about standing out. Maybe your technicians are exceptionally friendly, or you have a specific approach that makes customers feel comfortable. Develop a narrative that highlights what makes your service different and memorable. This approach helps potential customers see you as more than just another service provider.
How Storytelling Reduces Sales Friction
When you consistently tell your story across different platforms, you make potential customers more comfortable before they even meet you. Storytelling in business helps reduce the anxiety around pricing and service. By explaining your approach, sharing your values, and being transparent, you help customers understand the value you provide. This means fewer objections and easier sales conversations.
No High-Pressure Sales: Building Customer Trust
Customers hate feeling pressured. Storytelling in business means showing that you’re different from aggressive sales tactics. Explain your approach to sales, emphasizing that you’re there to help, not to push. Share how you prioritize customer needs over making a quick sale. This builds trust and makes potential customers feel more comfortable choosing your service.
Storytelling in Business As The Cornerstone of Marketing Strategy
Your marketing should be built around your unique story. Storytelling in business isn’t just a tactic – it’s the foundation of how you communicate. When you consistently share your identity, values, and approach, you create a brand that stands out. This approach helps you command better prices, attract loyal customers, and build a business that’s about more than just transactions.
About Rich Harshaw
Rich Harshaw is a marketing innovator who helps remodeling and home services contractors. Launching his entrepreneurial journey at 19 with an import-export business in Taiwan, Rich quickly proved he does things differently. In 1994, he developed the Monopolize Your Marketplace system, which fueled the success of Y2Marketing—recognized on the Inc. 500 list for three consecutive years.
Now, as CEO of Level 10 Contractor, Rich applies 30 years of expertise to revolutionize contractor marketing. Known for simplifying complex concepts with engaging stories and real-world analogies, he guides businesses in mastering branding, SEO, lead generation, and sales conversion. His work with top remodeling and HVAC companies has solidified his reputation as the go-to expert for contractors seeking growth through strategic marketing.
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