I spent my last week studying how home service businesses, floor coating installers, HVAC installers, and general constructors advertise...

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Here’s the common pattern(or problem, if you may) I kept seeing:

Their ads, websites, and socials are basically copy-pasted from their competitors.

If I have to guess...

They probably used the same agency.

Which is okayyy... if you just want to focus on delivering good service... But keep in mind, it comes with one big drawback:

If you look the same as everyone else… why would a customer choose you?

And the other thing I noticed:

The way their website content is written feels distant.

It’s written from an outsider’s perspective, not from the actual person behind the business, the one customers will meet...

And when that happens, the copy starts sounding like self-praise… with very little about the customer...

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Which leaves people wondering:

How will you deliver your service? Can I trust you? Are you easy to talk to?

And that’s where the opportunity lies.

Because while most businesses look and sound the same… you can stand out by doing one simple thing:

Showing up as a person, not a brochure.

Customers aren’t just buying a floor coating, a new HVAC system, or a remodel...

...They’re buying confidence

Confidence that the person walking into their home will respect their space, do the job right, and communicate clearly.

When you shift the voice of your marketing from corporate copy to human conversation, you...

Build trust faster... Make customers feel heard... Create a real point of difference (no one can be you anyway)...

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Here are things you can do today:

• Rewrite your website and ads as if you were talking to one single customer.
• Share more about how you work (or even about yourself), not just what you do.
• Stop trying to “sound professional” and instead, sound like you.

That’s how you stop blending in… and start being the obvious choice.

— Chayanon Sangkhamfan

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P.S. If you like the idea of putting more personality into your business... and want customers to choose you instead of “just another contractor”

​Check out this page.​

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