Million Dollar Electrician - Sale to Scale For Home Service Pros
Rewiring Our Mission: (Electricpreneur Secrets)
Helping Electricians Achieve the $1M Service Van so they can experience ultimate control over their futures.
Join Clay Neumeyer & Joseph Lucanie for a new electrifying episode & High-amperage action item each week to spark up your service van sales to $50K, $70K, $100K, $150K months, and beyond!
Million Dollar Electrician - Sale to Scale For Home Service Pros
S2 Ep 43 The 9 Brand & Marketing Truths
Feeling the slow season blues? This episode lays out the 9 essential brand and marketing truths for electricians that want to dominate their local market without relying on third-party platforms or spending endlessly on leads.
From climbing your market's mountain to shout your name, to building a brand that sells before the first knock, Joseph and Clay unpack real wins from the field including how one member doubled revenue with fewer jobs. Learn how consistent communication, owned channels, and delegation unlock growth that lasts years, not just one busy season.
Plus: Discover why treating your service like your greatest marketing asset might be the most profitable move you’ll make all year!
🏆 Win of the Week:
Wendy Wilken just doubled her revenue with fewer jobs.
She embraced the 3D experience, offered more options, and delivered deeper service... and it’s paying off big time!
The Ninja Cooler : https://www.ninjakitchen.com/page/coolers
0:00 – Welcome & The Water Balloon
1:00 – Truth #1: Shout Your Name
2:30 – Truth #2: Consistency Beats Clever
3:50 – Truth #3: Borrowed Channels = Risk
5:15 – Truth #4: Your Service Is Your Best Marketing
8:00 – Truth #5: You're Paying, One Way or Another
10:50 – Truth #6: Stop DIY Marketing
13:00 – Truth #7: Say It Until They Repeat It
16:40 – Win of the Week: Wendy Doubled Revenue
18:00 – Truth #8: Marketing Is a Process
19:00 – Truth #9: Volume Up, Not Down
20:30 – Truth #10: Listen to Your Customers
23:00 – Bonus: The Ninja Cooler & Emotional Sales
24:30 – Final Thoughts: Build Brands That Last
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Hello, hello, hello and welcome to the Million Dollar Electrician podcast where we help home service pros like you supercharge your business and spark up those sales.
Speaker 2:I'm Joseph Lucani and, together with my co-host, Clay Neumeier, we're here to share the secrets that have helped electricians sell over a million dollars from a single service van.
Speaker 1:Now it's time for sales, it's time for scale, it's time to become a million dollar electrician. Hello guys, and welcome back to the Million Dollar Electrician podcast. We've got another great one lined up for you this week. How are you doing, joseph?
Speaker 2:I'm feeling good. I feel like a water balloon because of all the liquids I've drank today. But you know what? It's a great day to have a great day, so let's rock and roll.
Speaker 1:Well, here's what I can promise you. I promise not to blow you up, mr Water Balloon, but what we do want to blow up is your guys' brands. I want to blow up your marketing. I want to share the nine essential truths to your brand building, to your marketing that should not be overlooked. This is massive, especially at this time of year. You know, the April May blues tend to happen. You guys are feeling it, maybe a little delayed. Others seeing an incredible success, especially in our program making more out of less. In fact, we got a win of the week. I can't wait to share with you about exactly that. Guys, your permission, joe, I'd love to just dive right into the first truth, and I think this is going to resonate with a lot of people. In fact, I've even got a bonus truth I'm going to add right on to it. So we got 10 points you guys need to take away from this today. You ready? Let's dive in. Man, rock and roll. I hear all right, all right.
Speaker 1:Truth number one there's no way around it. Someone needs to be shouting your name from the top of the mountain. What mountain is that? It's your mountain in your marketplace. You need to climb this thing. Go up top and shout your name because no one else will. It might as well be you. This is especially true in the beginning stages, joe, and there's one little piece that I would expand on. If you're later in business, maybe you got a CSR, like we mentioned. Cassandra got great mentions in the last episode. That's someone who can now shout for you as well. In time, you'll be able to delegate. In time, you'll train a team. In time, they'll refer. In time, your clients will do this too when you create that great three-dimensional experience. But if you're not consistently at the top of your mountain shouting your great name, then who?
Speaker 2:will. It's a shame, you know. It's almost like people are not willing to talk about their own good things, whereas they're willing to talk about others because they don't want to seem bad or arrogant. So really, if you're on there yourself, it's frustrating, and when you have a team member that can do it for you, it seems that much more genuine.
Speaker 1:And truth. Number two ties right into this. It matters what you shout, guys, and how often. Please be consistent in showing your prospects and your marketplace A why you're the best. B how to know when they need you and why. And C that you're just a person too. Like you, joe, like me. Hearts on our sleeves. Guys, did you know 90% of our listeners do not subscribe to our channels and that subscribing makes a huge difference, as does leaving a review. This is me hard on the sleeve, just asking you, and we'll keep asking you, not because we want to bore you with this, because we want you to know the impact, and we're humans too, and this helps us be more human and set up even more value. So, number two, it matters how. It matters what you shout and how consistent, how often you do that thing. Number three this one's super important, joe you can borrow channels. You can borrow them Like Google. Your social medias even are borrowed Lead aggregators, like Yelp, thumbtack, angie's Leads, and you can do this for as long as you want, but relying on these to be the only sources will be expensive in the long term. And guess what? The price isn't going down, joe. Nothing's going down. They're getting more expensive every day.
Speaker 1:We're starting to see a shift in the marketplace, with Google, for example. We all know there's a bunch of private equity groups buying up the smaller businesses and they've got big fat budgets and they're dominating areas like Google, because the experts know how Google's also constantly evolving, constantly shifting to try to continue to make the most off of the market and the marketplace and make the most of people using them to find the best service providers. And guess what? Using them to find the best service providers, and guess what? Google knows that those people with bigger budgets also have usually the complete experience. They usually have the CSR. They usually have these people in place, bigger teams that will take care of they'll never miss a call that will please the customers.
Speaker 1:Usually this is bad news, but it depends how you take it. For the smaller guys, you still have opportunities and it's most important from this rule that you recognize we're just borrowing these places. So what does that mean? What does it mean to borrow that place? What does it mean to pay for space? Like, imagine you have a parking space in a parking lot just for people to see your car. That's what it means. It means you're getting people from there and that's expensive. But that shouldn't be your constant and your long-term strategy. Go ahead, brother.
Speaker 2:I just jogged my memory about a memory that happened when you said you have a parking spot, just so people can see you. When I first started our company Um, or sorry, my I had a situation where marketing we were broke as a joke. We didn't have anything for marketing, but we ended up bartering a deal with a local ice cream shop on a major highway where we said we'll do all your electric work for free, just let us have access to your dumpster and be able to park right on this road, and eventually people thought that was our location. They started recognizing us from that. So yeah, paying for a parking spot to get leads is a genuinely good strategy 100%.
Speaker 1:And again, ways that the small guys can beat the. Google can beat people looking online. That could be one of them. Present in mind is a big thing, even social medias. I just want to drive this home. We're even borrowing Facebook. We're borrowing Instagram, because here's the reality what's good today isn't promised tomorrow. We've capitalized on Facebook massive with our own brand. However, we've also had it where Facebook shut down for a couple hours. Do you remember that, joe? Unfortunately, yeah, it made us go oh crap, what do we do now? It made us have a plan B. It really made us look at this as not something we could take for granted. And that's what these marketing truths are, guys. So we're going to teach you more as we get into number four here. Treat your service and consistent communication like your number one channel for marketing in the long-term future. If you don't keep talking to your hard-earned clients now, why would they care to listen to you later? This is so important.
Speaker 2:Yeah, and honestly, they have to want to want to talk to you as well. It's not just being able to listen, but like, what have you done to earn their interest?
Speaker 1:Yeah, we had Zach on the podcast with the email specific, and that's part of what inspired this rule, but also this 3D experience we've discussed on here now. This is so important. Don't wait till you need leads to talk to your customers. That's desperate and desperation is a smelly cologne. Instead, have those consistent communications built out now. Everyone, like so many people, rest in this assumption. We've seen it in our classes. Often no one checks their emails, do they? That's the same as saying no one buys Platinums, so I'm not going to offer them.
Speaker 1:Our average email open rates around 45% of thousands of people. That means every week, a couple thousand people open our emails and read them. Some click through and take advantage of the offers, or open our emails and read them. Some click through and take advantage of the offers or reply. Others just read them. But I'm engaging with them, or we're engaging with them, every week at least, sometimes several times a week, when we've got lots to say. Please do not miss this opportunity, because the difference is when I go on Facebook right now and I do a post, how many people are going to see it, joe?
Speaker 2:I mean only the people that are going to be in your feed. Unless it's public, I mean you're going to have a lot of people who are going to physically see it. Maybe, but how many, I can't quantify it. But what I can quantify is the amount of people in my email inbox that I currently know and I can say a percentage wise. I send this many, this many will click. So instead of just saying well, it's public and maybe this will go viral and maybe someone will share it, it's like maybe, maybe, maybe no, but instead I know this will work, I know this many percentage should open it. Therefore, I this may people will see it 100%.
Speaker 1:If you haven't listened to that email podcast, please go back. Sms even takes us a step further. Again, permission and rapport are required. Please don't lose those things. Don't lose sight of that.
Speaker 1:Number four was treat your service and consistent communications like your number one channel for marketing. Remember what Zach said Someone hired him within 30 days. They had to slow down the emails because they were getting too many sales. What if that's true for you? What if you're literally just not communicating with people that are actually interested in buying more and you just haven't asked and you're sitting here frustrated, potentially with Google or website or trying to spend money in other areas. This is crazy to overlook.
Speaker 1:Number five you're going to pay for leads we all do and the currency comes in two forms It'll take your money, it'll take your time, or really both. It often requires both. So those channels you're borrowing the communications. You're making the money you're spending or investing in different channels. You're making the money, you're spending or investing in different channels. Those are all costs of marketing. There's no such thing as a zero-sum marketing game. You will invest somewhere you need to. Please don't stop.
Speaker 1:Number six marketing will be an all-consuming venture so long as you try to do it all yourself, just like any one of the other hats you wear. When we're talking to clients and they ask us about building brands like real market, dominating brands and marketing in a way that's unbeatable, unstoppable. Not only do we cover these truths, but we go deep on this. You need to delegate some of this responsibility. You need to build a team around this, and it's often comprised of in-house management and external experts. We're going to touch on the external experts piece again during these truths, but it's very important to recognize. For example, if I could by all means a lot of people leverage ai, but there's a quality control issue. It still takes time. Or maybe you have someone manually making posts, but you still have to review them to make sure right. It takes time to delegate this and to train this, but you can accomplish a lot, so much more, if you just commit to the quality overview instead of the creation, the publishing and everything in between of your message. Does that make sense?
Speaker 2:Joe, it really, really does, and it inspired me to have a thought where I can imagine, when you're so busy and, granted, we're speaking to business owners, we all get it there's always something that is boiling and bubbling in your brain where it's taking so much mental equity you don't have any more. The scariest and most dangerous thing to do is to hand something off without any expectation of overview and assuming it's happening the right way, because, once again, reputation takes a lifetime to build and moments to destroy. So, even when you're so busy, it's really important to understand the key factors that you need to be present for because you may be able to put off certain things, but managing your reputation and your communication with your long, well-earned clients, that's not something we're going to skip over.
Speaker 1:Definitely not a back burner thing, not at all. Number seven I'm really fond of Just because you sent it or posted it doesn't mean they heard it. Back to that algorithm, back to the email. Thing is I could tell you hey, on average, 45% open. I just can't tell you which 45%. Not without a deeper dive I could look one by one. We could look at trends of people opening. But, generally speaking, I need to say things more than once. I need to continue to say them.
Speaker 1:I wrote this note down earlier. There's a framework that we need to develop. Still, joe, it's not out there. Guys, you're hearing it here first. But it's the story and the story modifiers. That's the framework. The story doesn't change. The modifiers do. When you're speaking your truth, what makes you different? The fact that you focus on the person, not the tech, necessarily right, not just an electrical system. To me, you're a person that requires care and attention when you're telling people your difference in your market, and it's that. It's not that it needs to be the exact same verbiage every single time, but it does need to be the same points. It needs the same storyline with story modifiers. Does that make sense?
Speaker 2:It really lines up very, really well and it can also take that same logic and apply it to options, right? So let's say you've designed a six choices for customers and they take your bronze. But in the silver, gold and platinum you offered electronics protection, a first-class membership, recessing light, like you offered some additional services. Well, you said it once, right, and then they made a purchase. But if you never mention it again, it's never going to be top of mind at any point.
Speaker 2:So if you continually mention hey, by the way, I know last we worked with you, we discussed these things and I wanted to just make sure we reviewed why we offered it, it doesn't mean you have to take it. I just want to make sure you're aware of what we had suggested and why we did. You are doing the exact same concept but applying it to a sales structure. You are doing the exact same concept but applying it to a sales structure. So if we would do the same in sales to get the money, why wouldn't we do that in marketing? In order to find the people to do that with?
Speaker 1:100%, man. I love that. Great example, Great crossover Again. Number seven just because you said it or posted it doesn't mean they heard it. Communication is what they can repeat back to you. I'm going to take this to the end, to green here and actually add to this Do it again until eyes roll and people can repeat it back to you. One of my first business coaches, Dan, actually said this to me. He said and it was his spiel he would say over and over he'd go to BNI, he'd go to chamber of commerce, He'd go to all these networking things. He wasn't a huge social media guy, he was more of the in-person networking and marketing guy. But he would always say I help business owners get more clients, net more profit and have more time off. And then there was another 15, 30 seconds he would add to that. But that specific thing he would say every single time he was in a room and asked to introduce himself. As a result, do you know what happened in these meetings, Joe?
Speaker 1:Yeah, eventually the people started repeating back like we know, we know, that's what you do 100%, eyes would roll and they'd net more profit, get more time off. But here's the thing when they encountered another business owner that had any of those pain points they discussed.
Speaker 2:What would they say to that person? Hey, I know a guy that can help you make more money, have more time off, like it's all there because you're able to solve a specific problem and you know who to point them to.
Speaker 1:So please, please, please. Just because you said it or posted it doesn't mean they've heard it or heard it enough. Do it again until eyes roll and people can repeat it back to you and watch what happens next. Rule number eight Sorry, guys, win of the week time. We're going to interrupt here. We've got eight, nine and a bonus 10 coming at you, but I wouldn't be happy with this episode if we didn't share Wendy's big win. She says hey, we just doubled our revenue last week with fewer jobs, loving the options, and she's loving this 3D experience and providing at a higher level. To which Austin replied in the group feels so weird, doesn't it? I've seen that all year and kept telling everyone how weird this year has felt. I finally realized that's how it's supposed to feel. We're supposed to do more for fewer people. This is great news for this episode, because we don't need as many leads. We need to do more for every lead in the long term. You guys so inspiring. Anything to say to that one, joe?
Speaker 2:Honestly, it makes me so, so happy because it shows that they're walking their walk but also talking the talk Like you could not. Bob Marley says it and I love it. You can fool some people sometimes, but you cannot fool all the people all the time. So if you're finding an Austin situation, hey, I keep getting more revenue from less calls. It's a fluke. It's a fluke. It's a fluke. No, you're not fooling anyone. In fact, they're just recognizing the truth before you do 100%.
Speaker 1:You nailed it. You nailed it. All right, guys, I had the big cliffhanger. We're back to eight.
Speaker 1:Marketing tires people out because it's a process, one of testing and improvement, just like sales and service and everything else that we learn in business. Please be patient. It's like building a sales process. It's like testing a sales process. It's like improving any other process. You need patience to make this work, guys. Marketing is testing. Please do your split testing. Understand. What does it work? How does it work with when I say it this way, how does the story work when I have this story modifier, test and be patient. Test and be patient. Test and be patient. Here's the great news when something works, then use it as an ad, then put money behind it. When you've tested it organically, when you've seen the results, then double down. That's how to leverage your marketing. Number nine this one's the almost final, except I let you into the already bonus number 10, but number nine is so, so, so important.
Speaker 1:Guys, the path forward in marketing is volume up, not volume down. Do not get complacent with this activity. Soon after you'll be low on leads, I promise. So what does this mean? If you listen to Hormozy, for example, many of us do when it comes to marketing, lead generation, offers, et cetera. I recently heard Hormozy's up to 500 pieces of content a week. 500, he said a week. I can validate that. We are still under 100 a week, but we're somewhere in the neighborhood of 30 to 50 a week on average.
Speaker 1:When we first started joe, we were in the neighborhood of 5 to 10 a week. I remember right then 10 to 20, then 30 to 40, then 40 to 50. This is the journey. It's more over more channels, not less at any time. So when people come in the program and they say something like, hey, leads are pretty good right now thinking of turning off my Google LSA, please do not do that. Please do not in a pinch make a rash decision to turn anything down. The path forward is volume up until you can replace those leads organically or through your own independent, owned channels like your email, sms, organic posts etc. Please do not turn it down. Volume up over more channels, not volume down over less. For any growing companies. That makes sense, joe. Yeah, it makes complete sense.
Speaker 2:I'm right there with you.
Speaker 1:Last but not least, you guys have been very patient. Number 10, sense, I'm right there with you. Last but not least, you guys have been very patient. Number 10, the path forward to domination into the future requires you to listen to your customers, to hear them and adapt. There's no marketing company that can do this part for you. This is really, really, really important. We had Guillermo Castillo on for an episode at one point and he said, hey, we brought a company in to do data mining and what we found was insights from our data. The company can do the mining, companies can come in and help you interpret your data, but no one can listen to your customers like you. Can Please spend more time with them, joe. Go ahead, brother.
Speaker 2:You know, I just remembering that interview and one of the most impactful things was the amount that they 3X'd. Like you had one that was a $2,000 sale, but the second transaction was an average of six. So in that same concept that we're trying to apply here, it's not the money you're chasing, it's the relationship, and when you invest in the relationship consistently, the money follows you. So it's the thing that you're chasing is not the right thing if it's money-based, but if you're chasing the relationship, the money will follow.
Speaker 1:Absolutely. I'm telling you guys, there's a blue ocean in your marketplace. Travis Terabon talked about that being his favorite book. If you haven't read that one, go get it.
Speaker 1:I'm going to sum this up for you Take something old, that's complacent and that we have assumptions about in market, like electrical service and how it's supposed to be done, and add something new. Listen to your customers. What problems do they have? What is just taken for granted? What are we just in an assumption because of social norms about that we could actually innovate just a little bit to be so far away from that old level of service, to be completely new. I'll give you, guys, an example.
Speaker 1:I wish I could share the screen and put this on the podcast, maybe on another episode where I'm going to run out of time, but I'm going to ask that Tony podcast manager will link this video below for what we call the Ninja Cooler Change the game on coolers. This company, guys, if you're not on their email list, go ahead and follow them. They're doing gadgets and kitchen stuff and barbecues. I've got the air fryer, coffee makers, etc. They've reimagined the cooler to finally have a way to not get soggy sandwiches, to not have cardboard breaking down and melting ice and it's such an aha moment that you're going to think, god, they should have invented this 30 years ago. But, as a result, guess how much the cooler costs today, even though it maybe costs the same as any other cooler to manufacture.
Speaker 2:I honestly don't know, I'm assuming it's a hell of a lot more $400. It's a premium cooler, but if it's not an emotional problem, like if it's got a dry storage box.
Speaker 1:Yeah, no, that's okay, man, I'm just excited and I know we're out of time. It's got a dry storage box in the bottom that keeps it fridge temp the last for days. You guys check out the link below. Wherever you're seeing or listening to the podcast, Go check out this Ninja Cooler. Not because they're paying us, because I want to go to their factory and be part of just witnessing the innovation that happens there. They're the masters of looking at something and the assumptions about it and adapting service to be a complete blue ocean. There's just no other words for it. You got to see it yourself. In summary, guys, be the master of your own messaging. Delegate in-house and hire companies to help you. Master the tech, the channel, the timing or the consistency of the outreach. But master these principles and I promise you long-term brand building success and leads that last years, not just a single promotion or a single job. Hope that hits home with you guys. Joe, anything you want to add to this one?
Speaker 2:You know. First off, I apologize for interrupting. The thing that I was going to say ties so perfectly to sales, because why would someone pay $400 for something they can get for $30? Well, why would someone pay $400 to get an outlet change that should only cost X dollars? Because it solves an emotional problem. I don't want my barbecue and my fishing trip getting ruined because when I open it and everything's soggy inside. I want to guarantee that I have a good time with my family and, as a result, I'm willing to put the money into it to guarantee there's no problems. There's always going to be someone who wants something better to solve the emotional problems. They don't have to deal with it.
Speaker 1:Absolutely amazing input. Thank you so much for that. You guys heard it here first. We literally have to go. Class starts in 30 seconds. We've got to jump from helping you to helping them, and you can help someone, too, by sharing this episode with a friend that you know needs to hear this and needs to follow the Million Dollar Electrician and keep getting this value. Remember, more subscribers just deepens our commitment to keep bringing that value. You guys, we'll see you again next week. Cheers to your success. And that's a wrap for today's episode of the Million Dollar Electrician podcast.
Speaker 2:We hope you're buzzing with new ideas that charged up to take your business to the next level.
Speaker 1:So don't forget to subscribe, leave a review and share the show with fellow electricians. Together, we'll keep the current flowing.
