My name is Jeremiah Anderson. I like to tear things apart. Usually, it’s trees with a forestry mulcher, sometimes it’s with a chainsaw even but today, it’s your marketing strategy.
You don’t have your marketing strategy written down?
Oh. Well you’re in luck… Till you figure yours out you can just read these articles and it can be the temp one. Think of this as a Fractional —Chief Marketing Officer Framework.
Let’s look at the math. The 80/20 rule which is defined as 80% of outcomes result from 20% of causes.
In our industry this can be applied in a ton of ways but generally, that means 80% of your profit comes from 20% of your clients.
The rest is noise, failure, break even, problem customers, chasing to many line items….
So why are you making content for the 80%? Why not make 100% of your content about 20% of your business… and focus it towards the 20% that pay you 80% of your revenue.
Social media has tricked us. It’s “trickled” down this lie that we need a viral video to be successful. Gotta show the shiny new equipment off… gotta flex on the poor!!!! We think we are taught that we need to dance on TikTok or post to 12 platforms 12 times a day to be seen.
Wrong.
People may claim that but it’s just not actually true. You technically don’t even need social media at all. In fact… being faker on social media tends to have more positive results… if views are what you want lol.
You don’t need a million views..You need the right views.
If you get 100,000 views from teenagers who can’t afford a tree service, you have $0. If you get 50 views from property managers with budget surpluses, you have a business.
Ai TRASH Content
I spend hours every day working with AI. I respect the tech, but I hate the “Ai- Slop.”
The YouTube videos were a generic voice or even a literal human…. Just reads a script— that’s 100% written by a chatbot that’s just predicting the next letter in a word using math. Is what the script says true… sure— sometimes, but it’s not the point. I dont want to be looking for answers from humans just to watch a human become the microphone for OpenAI. Im looking for perspective with answers.. not just AN answer.
While useful… just reading the output and it’s never ending “this isn’t that/ this is this” statements…. It’s annoying because I actually talk like that. I actually compare things at the end of my idea reveals typically. Ai has forced me to become a stronger writer, not just better. I have to literally be stronger personally and more confident to post less refined things intentionally and to avoid the “ai cleanup.”
It’s repulsive— fake and as soon as I hear it, I click away.
We need to add value for our PAYING CUSTOMERS with content. That is it!
Your customers aren’t stupid.
They are appreciative of authentic creators. Humans tend to like humans in general.
They want to buy from a human who they feel will get them a solution they will be happy with. A human they trust.
Its not even about being right. (Another super frustrating and lifelong lesson of mine to learn. Being right doesn’t translate to $$ in the bank either.)
The Pivot
So—
Stop trying to be an “Influencer.”
Start being a “Documentation Machine.” Create direct content to the people who pay the best bills you send out.
I am shifting the goalpost. So from now on—
We aren’t chasing vanity metrics (likes/subs/views).
We are chasing Project Acquisition (see what I did there.. lol). Specifically— ***Profitable ***Project Acquisition.
We are optimizing content to attract the 20% of clients who actually pay the bills.
Grant Cardone says that money follows attention. Get their attention, and when they need you they will give you money.
I’m Jeremiah Anderson.
Find me everywhere as @MrTreeShop.
Email me at mrtreeshop@icloud.com.
Check out TreeShop.app to see what we’re building.
Lets Get To Work!
Next Up: I’m going to show you exactly HOW to target that 20% using First Principles.
Originally published on TreeShop Substack