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EP207: How to Stand Out in a Crowded Market: Rich’s Guide to Identity-Based Marketing

⏱️ 47:03 🎤 Brad Huebner, Rich Hashaw
AUDIO EPISODE
EP207: How to Stand Out in a Crowded Market: Rich’s Guide to Identity-Based Marketing
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Chapters

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  • 0:00
    Introduction & Sponsor
    Brad introduces the episode and its sponsor, Jobtrd, an all-in-one construction management software.
  • 2:07
    Rich's Marketing Background
    Rich Hashaw, with 30 years in marketing, details his agency's services for contractors and his specialization in the home remodeling industry.
  • 5:39
    Evolution of TV & Radio
    Rich discusses the shift from traditional TV to streaming and the surprising resilience of radio, highlighting targeted advertising capabilities.
  • 9:22
    TikTok vs. Facebook for Ads
    Rich explains why focusing ad budget on a single platform like Facebook can be more effective for contractors than spreading it across many, including TikTok.
  • 13:29
    Importance of Business Identity
    Rich defines identity-based marketing as communicating with power and precision, contrasting it with common, ineffective platitudes.
  • 24:53
    5 Pillars of Identity
    Rich outlines his 'five pillars of identity' (products, workmanship, bedside manner, core values, culture/reputation) and how to develop unique messaging from them.
  • 34:09
    The 'No Deposit' Example
    Rich gives an example of using the 'no money down' policy as a powerful identity point in marketing to highlight financial security and trust.
  • 36:25
    On-Time Service Guarantee
    Rich shares a 'on-time or service is free' guarantee and explains how it was powerfully communicated through storytelling in advertising.
  • 39:20
    Hire Professionals, Don't DIY
    Rich emphasizes the importance of hiring marketing professionals rather than attempting to DIY, drawing parallels to specialized trades in construction.
  • 46:35
    Wrap-up & Recommendations
    Rich shares where to find his book 'Unlocking Unlimited Lead Flow' and his podcast, and recommends 'Good to Great' by Jim Collins.

Speakers

B
Brad Huebner
Host
R
Rich Hashaw
Level 10 Contracting

Key Takeaways

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Prioritize deep engagement in one or two marketing channels over shallow presence on many, focusing budget where your target audience is most accessible.

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Move beyond generic marketing platitudes (e.g., 'best service,' 'quality materials') to specific, story-driven identity points that differentiate your business.

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Leverage streaming TV's advanced targeting capabilities (zip code, income, homeowner status) to reach your ideal customer with precision, even with a smaller budget.

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Identify 2-3 key identity points from the five pillars (products, workmanship, bedside manner, core values, culture/reputation) that truly set your business apart.

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Use storytelling to illustrate your unique identity points, turning abstract qualities into tangible, memorable examples (e.g., faucet weight for quality, no deposit for trust).

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Hire marketing professionals who specialize in contractor marketing, rather than attempting to learn and execute complex marketing strategies yourself.

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Frame your unique business practices (e.g., not collecting deposits, strict hiring standards) in a way that highlights a contrast with competitors, making your choice the clear best option.

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