Most service businesses go about marketing ALL wrong.
They think if they pour more money into ads, more time polishing their content, and more energy coming up with innovative ideas… their business will magically grow.
But that’s not how it works.
The truth about marketing is:
You need a strategy.
And in this article, I’m going to break down the 3-step framework I use to grow ANY service business in ANY industry, without spending more on ads or more time on content.
Let’s get into it.
Before I explain step one, I need to explain WHY this misconception exists in the first place. (It’s important.)
So… we’ve all been on YouTube, right? Or Instagram? Or TikTok? Or some form of social media?
Well, there’s something that people do on social media to make you believe something. And you NEED to understand it if you want to adapt your strategy for social media and book more appointments.
And that’s this:
People Only Show You What They Want You to See
Somewhere along the way, over the past decade of the internet and social media, we’ve forgotten that.
We started normalizing the lives of influencers, celebrities, entrepreneurs, and the like. And as business owners, we started adapting our content, and how we present our businesses, to look like theirs. Because they’re “the best”! They make the best food. They create the most entertaining content. They never burn out. They consistently book appointments.
Now… that may be somewhat true:
- Maybe they do book consistent appointments.
- Maybe they do create the most entertaining content.
- Maybe they do make the best food.
But the idea that you have to shape your brand, your image, and your content around what they show on social media? That’s hogwash.
So… that brings me to point #1.
1. Build Your Story
Stop trying to build the person you WANT to be. Stop creating FAKE content about your business. You need to SHOW what your business is doing.
Tell your story. Build YOUR brand, unapologetically. Because people buy from people.
Tell stories online about:
- How, when you first started, you were using a cardboard box for a desk
- How you went from business to business, pitching thousands of times, until someone finally took a chance on you
- How you worked for free until you had enough testimonials and proof to charge money
That’s how social media works. You tell your story. You craft your brand. People begin to like you, then they start to trust you, and then you get traction.
And this doesn’t need to be daily, either. Just 1–3x/week is enough to grow trust with your people.
Which brings me to point #2.
2. Build a Funnel
Once you’ve gained some traction online, by being social, showing your story, and building trust, your next step is to build a funnel.
Here’s the belief that holds most business owners back:
Somehow, someway, they think if they get followers and views online, their business will magically grow.
It won’t.
Here’s why: once you’ve gotten followers and traction online, those people need somewhere to go.
And this is where most people just stop. Because they don’t know the next step.
So here’s the next step. Listen up.
Create a Free Resource (Your Lead Magnet)
Yes, a FREE resource.
- If you’re a private practice in the medical field, it might be a “How To” guide on preparing for flu season.
- If you’re selling a product, it might be a breakdown of why the product works and how to use it effectively.
I don’t know! Just go to Google Docs, Canva, or Notion and write everything you know. Make it extremely valuable.
Give It Away in Exchange for an Email
Create a link people can click to access the resource. In exchange for that valuable information, they’ll give you their email.
And that’s when you’re going to SPAM THEM kill them with kindness and generosity.
Set up a welcome sequence that brings them into your world.
Then send weekly emails, building trust with them, one story at a time.
And once you’ve built trust with them, we get to the fun part.
3. Overdeliver (and Book More Appointments)
Now that you’ve set up your free resource (your lead magnet) and sent weekly emails for a couple of months, here’s where we finally get to the good stuff.
Moola in your pocket, of course!
Not by spamming them. Not by sending boring templated emails. None of that.
You do it by giving them a little push in every email to book a call or appointment.
Because think about it:
- You’ve gotten them to like you through your content
- You gave them an awesome, super valuable free resource, which they appreciated
- You’ve sent them 1–2 months of emails about you and your business
They trust you.
And trust is how you build a reputation. A reputation is how you get customers, sales, and a long-term profitable business.
So here’s how you execute step 3: keep doing exactly what you’ve been doing. Keep sending emails. Keep posting content.
The only difference? Plug your booking link in every email from now on.
- Give them a story from your life, same as usual
- Reply to their emails
- Engage with them on social media
- Post content online
But now, at the end of each email, after your story, tell them to book an appointment.
That’s all.
Do that consistently for 90 days and I guarantee you’ll make a ton of money for your business.
Now, I know it doesn’t seem as easy as other people make it out to be.
But… at least it’s easier than posting 3x/day online, right?
I’m a business owner too. I understand how freaking time-consuming it is to make content, and on top of all the other stuff you have to do as a business owner?
Forget it. Consistency goes right out the window.
So, if you’re a business owner who knows that consistent content CAN help grow your business, and you’re willing to invest in your growth, check out the link below.
https://newversion.hayesadvertisingco.com/work-with-me/
I lay out exactly how I help business owners research, strategize, and create high-converting content that brings in more customers.
I hope you got some value out of this.
Until next time,
Nick Hayes
