1. Find your special sauce
Everyone's got something they're particularly good at, or something about their business that's a bit different. Maybe you're the sparky who specialises in heritage homes, the landscaper who creates drought-proof gardens, or simply the plumber who answers the phone on weekends without charging triple.
Whatever makes you different, that's your golden ticket. Don't be shy about it—plaster it everywhere! Your website, your van, your uniform. Make it so obvious that when someone needs exactly what you're brilliant at, your name is the first one that pops into their head.
2. Tell your story (people love a good yarn)
Humans are wired for stories, not sales pitches. The tale of how you learned the trade from your grandad, or how you packed in your corporate job to follow your passion for building things, or even that time you rescued a customer's cat from inside their wall cavity—these stories stick in people's minds far longer than your hourly rate or your fancy qualifications.
Share these nuggets on your website, in your newsletters, or even in casual chats while you're on the job. People hire people, not faceless businesses, and letting customers see the human behind the invoice creates a connection that price-shoppers can't break.
3. Go where your customers actually are
This might sound obvious, but you'd be surprised how many businesses waste time in the wrong places. If you're targeting young families buying their first homes, Instagram might be your spot. If you're after retirees wanting home modifications, Facebook community groups or even the local bowls club noticeboard might be where it's at.
And sometimes "where they are" isn't online at all. Maybe it's partnering with a well-recognised local community publication or a local real estate agent who can recommend you to new homeowners, or showing up at community events with a branded tent and some free advice. The trick is to stop throwing spaghetti at the wall and start fishing where the fish actually swim.
Remember, the best marketing isn't about being everywhere—it's about being in exactly the right place, with exactly the right message, for exactly the right people who need what you offer. Do that consistently, and you'll have more work than you can poke a stick at!
