Why Nobody Wants Your Service
Now this is the uncomfortable truth.
Nobody wants a plumber.
Nobody wants a roofer.
Nobody wants a personal trainer.
Nobody wants a marketing agency.
What people want is the outcome.
They want a roof that doesn’t leak.
They want clean water for their family.
They want to look better with their shirt off.
They want a business that gets consistent leads.
This was the foundation of my conversation with Mike Abramowitz on the Better Than Rich show, and it’s where most local service businesses go wrong.
They sell services, BUT customers buy results.
When your marketing focuses on what you do instead of what the customer gets, conversions die and price shopping begins.
StoryBrand Messaging Is a Framework, Not Copy
One of the biggest misconceptions I see is how StoryBrand is used.
StoryBrand is not a website template.
It’s not a clever headline generator.
It’s not about telling your story.
It’s a filter for your words.
Just like brand guidelines tell you which colors and fonts to use, StoryBrand tells you how to talk so customers immediately understand:
What they want
What problem they have
Why you can help
What to do next
If your website, ads, emails, and sales conversations are not using the same message, clarity breaks. And when clarity breaks, customers leave.
The 7-Part Framework That Turns Traffic Into Leads
During the episode, I walked through the full StoryBrand framework and how it applies specifically to local service businesses.
1. The customer is ALWAYS the hero
Your customer wants something. Not your service. The result.
A homeowner does not want a roofer. They want a roof that doesn’t leak.
2. Every customer has a problem
There are three layers:
External: The obvious issue
Internal: How it makes them feel
Philosophical: Why it’s unfair
The deeper you go, the more trust you build.
3. Position yourself as the guide
This is where you finally talk about yourself, but only in two ways:
Empathy: We understand this problem
Authority: We’ve solved it before
Too much empathy without authority makes you relatable but useless.
Too much authority without empathy makes you impressive but cold.
You need both.
4. Give them a simple plan
Three steps. Not seven. Not ten.
If it feels too simple to you, it’s probably perfect for the customer.
5. Call them to action clearly
If you don’t tell people what to do, they won’t do anything.
“Contact us” is not a call to action.
“Book your free inspection” is.
6. Show what happens if they don’t act
This is not fear-mongering. It’s a reminder.
A pinch of salt, not a scare tactic.
7. Paint the success
This is the bulk of the message.
What life looks like when the problem is solved.
Now. Six months from now. Long term.
Why Unclear Messaging Forces You to Compete on Price
If customers don’t understand why you’re different, price becomes the only comparison point.
That’s the race to the bottom.
Most businesses sell features:
Equipment
Process
Materials
High-performing businesses sell benefits:
Peace of mind
Confidence
Health
Reliability
Features support the sale. Benefits close it.
Direct vs Transitional Calls to Action
This is where most websites leak leads.
You need two calls to action.
Direct CTA
This is for buyers.
Book the inspection
Schedule the consultation
Request the estimate
It should be the same wording everywhere.
Transitional CTA
This is for people not ready yet.
A guide.
A checklist.
A lookbook.
A diagnostic.
Something valuable that positions you as the guide and gives them a quick win.
This is how you follow up instead of hoping they remember you.
The Google Review System That Actually Works
Most businesses say they ask for reviews.
They don’t.
Here’s the system we use:
Ask 3 times
In 2 ways: text and email
3 days apart
The second ask converts the most.
We also coach customers on what to talk about so reviews mention outcomes, not just “great service.”
Reviews are not just social proof.
They are authority signals for Google AND humans.
Clarity Always Wins
This was the recurring theme of the entire episode.
Marketing is not magic.
It’s not luck.
It’s not vibes.
It’s clarity, systems, and execution.
A confused customer does not buy.
A clear message compounds over time.
If your website gets traffic but not calls, this conversation will make it obvious why.
If your marketing feels random, this episode gives you a framework.
If you are tired of competing on price, this shows you how to stop.
You can listen to or watch the full Better Than Rich episode, and if you want more marketing frameworks for local service businesses, check out the Marketing Domination Podcast or explore the free resources at SeanGarner.co
Clarity beats clever. Every time.
