FREE GUIDE FOR ESTABLISHED SERVICE BUSINESSES
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What’s inside?
The guide looks at five areas that can make a surprisingly big difference to how a service business attracts and converts customers.
Find the problem customers actually want solved — There can be quite a gap between what a business thinks it sells and what its customers think they’re buying. You’ll see a practical way to uncover the problems and language your customers actually use.
Stop marketing only to people who are ready today — Most businesses compete hardest for people who are already shopping. The guide looks at how to become useful to potential customers much earlier.
Give people a reason to remember you — Useful marketing can begin building trust long before somebody is ready to make an enquiry. We’ll look at simple ways to make your marketing genuinely helpful.
Make your marketing easier to understand — If an advert, page or email is trying to say everything at once, there’s a good chance people remember nothing. You’ll learn a simple way to give each piece of marketing one clear job.
Make the first yes easier — Sometimes the problem isn’t the price. It’s the size of the decision you’re asking somebody to make. The guide looks at ways to make starting easier without simply discounting your service.
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This guide is probably for you if…
You run an established service business and:
you want more customers without simply throwing more money at marketing;
you’re already doing some marketing but aren’t convinced you’re getting everything you could from it;
referrals work well, but you’d like growth to be a little more predictable;
you know your business is good at what it does, but explaining that clearly to prospective customers isn’t always easy.
I learned most of what I know about customer acquisition from the slightly uncomfortable position of spending my own money on it. Before starting The Enquiry Works, I built Pit Pro, which has now generated more than 24,000 sales. Meta became its main sustained paid customer-acquisition channel and, for a sustained period, customer acquisition cost settled at around £12 per customer. The useful lesson wasn’t really the £12. It was learning that attracting customers gets much easier to understand once you stop treating marketing as a collection of adverts and start looking at the whole journey somebody takes before they buy. That thinking eventually became The Enquiry Works, and it sits behind the five ideas in this guide.
Each of the five sections includes something you can actually use in your own business, including practical exercises, examples and questions to work through. You should be able to read the guide, spot a few weaknesses in your current marketing and make improvements whether you ever work with The Enquiry Works or not.
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