Contractor Evolution

214. Head of Storybrand Talks Contractor Messaging That Sells - Dr. J.J. Peterson


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On June 11, join Danny Kerr and Charley Burtwistle (from Buildertrend) for a Project Management Roundtable, where 3 high-performing contractors will hand over the secrets to faster projects, happier customers and fatter net profits. Register now here: https://trybta.com/CE-PM-J25


Download Dr. J.J.'s one-liner template here: https://trybta.com/DL214


To learn more about Breakthrough Academy, click here: https://trybta.com/EP214


Today we're interviewing the one and only Dr. J.J. Peterson, Head of Storybrand and co-author of Marketing Made Simple, which sold over a million copies worldwide.


Dr. J.J. has helped thousands of businesses clarify their message by using a storytelling framework as old as time. 


Plus, we found out before we started recording that he actually has a contracting background. His family ran a concrete business when he was growing up, so he REALLY gets the challenges you’re all facing.


Today’s conversation is all about how to apply the seven-part Storybrand framework to a contracting business. How to position your customer as the hero of your story so you can become their trusted guide.


Episode Highlights:

  • Get an overview of the Storybrand framework from someone who has implemented it into thousands of businesses.
  • Learn how to apply each of the seven parts of a Storybrand to a roofing, painting, landscaping, construction, electrical, plumbing or home services business, with examples.
  • Understand why it is so critical that you keep your message simple, and why so many businesses get this wrong.


00:00-Intro

01:43-About Dr. J.J.'s background in contracting and storytelling

06:46-Why is story so important to marketing?

17:17-The messaging sweet spot: too vague vs. too complex

19:03-The 7-Part StoryBrand Framework: Contracting Edition

24:20-Step 1: What does your customer want?

25:16-Step 2: What problem does your customer face?

32:57-Step 3: How do you position yourself as their guide?

35:47-Step 4: What’s the plan?

38:21-Step 5: The call to action

38:50-Step 6/7: What does success/failure look like for your customer?

41:12-Danny's example, Dr. J.J.'s feedback

49:12-How to get the info you need from your customer

53:39-Most common Storybrand mistakes

57:54-Signs your messaging is working

01:00:47-About Dr. J.J.'s one-liner template



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Contractor EvolutionBy Breakthrough Academy

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