Trade businesses face more competition today than ever before. A good logo or a wrapped truck is no longer enough to stand out. Customers now compare dozens of businesses before they make a choice.
They want to know exactly what you do, how you help, and why they should trust you. If your message isn’t clear, they move on within seconds. That’s why how you talk about your business matters as much as the service you provide.
Amber Gaige, Chief Marketing Advisor at Far Beyond Marketing, understands this better than most. She grew up in a family plumbing business and started her career in a 24-hour call center. There, she learned which words and offers made the phone ring.
Over time, she led marketing for other trade businesses and helped a large manufacturing company return to profit after years of losses. Amber is a certified StoryBrand guide and the author of a bestselling book on effective marketing. Today, she teaches business owners how to create simple, clear marketing that works.
In this article, you’ll learn how to improve your trade business marketing using the StoryBrand method. We’ll cover how to shape your message, build trust, and choose the right tools. You’ll also see how clear messaging helps you grow, even when tight budgets or competition is high.
Our Sponsors:
Our Affiliates:
How StoryBrand Helps in Trade Business Marketing
Most trade businesses use logos, truck wraps, and phone numbers to get noticed. But that’s not enough anymore. Customers see hundreds of businesses offering the same thing. How clearly you explain what you do and why it matters to them makes a difference.
What Is StoryBrand?
StoryBrand is a simple way to talk to customers. It shows them how you solve their problems. Instead of making your business the star, it puts the customer first.
You’re not the hero. You’re the guide. This shift in focus makes your message easier to understand and remember.
Why It Works for Trade Business Marketing
Trades like plumbing, HVAC, and electrical are personal. You enter someone’s home to fix something important. That means trust matters.
StoryBrand helps build that trust by showing the following:
- You understand their problem
- You know how to fix it
- You care about their comfort and peace of mind
It’s not just about replacing a water heater. It’s about making life easier for the person who called you.
A Real-World Example
Amber grew up in a family trade business. She started in the call center and saw which ads worked. Later, she led marketing for a company with 90 builders. They hadn’t made a profit in years. Using StoryBrand, she brought clarity and results.
Why Clear Messaging Matters
Today’s market is crowded. Bigger companies and private equity groups are buying trade businesses fast. To keep up, you need a clear message that connects with people. StoryBrand helps you do that. It helps customers see why they should trust you and call you again.
What Makes the StoryBrand So Effective for Trade Business Marketing?
The StoryBrand framework works because it follows a simple, proven idea. In every story, a hero is facing a problem. Then, a guide steps in and shows the hero a way forward.
That’s how the hero wins. The same idea applies to marketing. Your customer is the hero. You are the guide who helps them solve a problem.
Shifting the Focus from You to the Customer
In the trades, many professionals see themselves as heroes, and rightfully so. You fix real problems every day. But when it comes to marketing, it’s not about you. It’s about the homeowner. They’re the ones looking for help. You’re the one giving it.
Helping them understand that you care about their safety, comfort, or peace of mind builds trust. When you guide them well, they feel confident choosing you.
Making the Mindset Shift in Trade Business Marketing
If you’ve worked in the field for years, shifting your mindset takes effort. But it starts with one question: Why are you in business? If your answer is to serve people and solve real problems, show that in your message.
Keep your message clear. Avoid talking too much about yourself. Instead, focus on what the customer gets when they choose you. That change alone makes a big impact.
The 3-Second Rule
People stay on a website for just 3 to 4 seconds. If they can’t quickly see:
- What you do
- How do you help them
They leave.
The top part of your website should clearly show both. Say what you do in simple words. Make the benefit clear. That’s how you pass the grunt test—and turn visits into calls.
What should you focus on first in trade business marketing?
A few years ago, building a clean, fast website with the right message could keep you on top for years. Even basic sites that followed a clear structure worked well.
But now, things have changed. A strong website still helps, but it’s not the only thing that matters.
Why Google Business Profile Comes First
Today, your Google Business Profile (GBP) often matters more than your full website. Most people search on their phones. They want someone nearby who can fix their problem fast.
You’re more likely to get that call if your GBP shows clear info, good reviews, and updated posts. You don’t need a giant website.
Just make sure your GBP shows:
- Who you are
- What you do
- Where you serve
- Why someone should trust you
Local Ads in Trade Business Marketing
Google’s Local Services Ads (LSAs) still bring results. They worked great when they were free, but now they cost. They also depend on Google’s systems. Sometimes, your leads slow down without warning. Still, they’re useful with a strong GBP and a clear brand message.
Branding Is More Than Just a Logo
Many think branding is just a nice logo or a cool truck wrap. But it goes deeper. It’s how your business looks, sounds, and behaves. It includes the words you use, your team’s look, and how you treat customers.
To build strong branding:
- Use the same message across all platforms
- Speak clearly and with care
- Show up the same way online and in person
In short, a solid Google profile, real branding, and a simple website work better than any tool alone.
Where to Spend Your Trade Business Marketing Budget?
Most people no longer watch cable TV. They stream shows on platforms like Hulu, Roku, and YouTube. This shift means your ads need to go where people spend time. That’s why online video, audio, and banner ads matter more than ever.
Use the Right Platforms
Instead of putting money into traditional TV or radio, focus on:
- CTV (Connected TV): Ads shown during streaming on smart TVs
- OTT (Over-the-top): Ads shown on apps like Hulu and Roku
- Audio and podcast ads: Great for reaching people while they drive or work
- Online banner ads: Useful when combined with other efforts
People don’t want to pay extra to skip ads. Many still watch shows with ads to save a few dollars. That gives you a chance to get your message across.
Keeping Your Brand Clear in Trade Business Marketing
Your ad should speak clearly to people’s needs. Show them how you solve their problem. Use simple words, clear images, and a message that feels personal. Whether they hear your ad during a podcast or see it while streaming a show, they should remember what you offer.
Build a Stronger Strategy
Consider joining a small marketing class if you want a full plan that ties everything together. Some programs guide trade business owners through a monthly step-by-step approach. They cover messaging, tactics, and how to measure results.
You don’t need a big team to get started. You just need a clear plan and the right support. Look for resources from people with real experience in the trades. A few small changes in where you spend your budget can make a big difference.
Conclusion
Trade business marketing works best when you focus on your customer’s needs, not just what you offer. People don’t spend much time deciding who to hire. Your message must be clear, fast, and easy to understand.
Show what you do, how you help, and why someone should trust you. Start by building a strong Google Business Profile. Add useful details, respond to reviews, and keep it current. Use your website to back up your message, not to replace it.
Simple words and real benefits matter more than fancy designs. Also, don’t overlook where people spend their time. Most watch shows online, not on cable. That’s where your ads should appear.
Use platforms like Hulu, Roku, or podcasts to reach your audience while they stream. Make sure your brand looks and sounds the same across all places. Whether it’s your van, website, or social media, people should feel like they know you.
Marketing isn’t about doing everything at once. It’s about doing the right things with purpose. Focus on your message, keep it consistent, and meet people where they are. That’s how you earn trust, get more calls, and grow your trade business smartly.
FAQs
How often should I update my trade business marketing message?
Update it at least once a year. However, if your services, team, or target customers change, review it sooner.
Does trade business marketing need a social media presence?
Yes. Even a basic page on Facebook or Instagram helps customers find and trust your business.
Should I invest in photography for trade business marketing?
Yes. Real photos of your work and team build more trust than stock images ever can.
How important are customer reviews in trade business marketing?
Very important. Good reviews help people feel safe choosing you. Ask happy clients to leave one.
Can trade business marketing work without a full website?
Yes. A clear Google Business Profile and strong message can bring calls, even without a full site.
Resources And People Mentioned:
Join the Service Business Mastery Facebook Group for more updates!
This Episode is Kindly Sponsored By:
- Sera (visit their website)
- UpFrog (visit their website)
- CallRail (visit their website)
- CompanyCam (visit their website) Visit CompanyCam and use code SBM for a free 2-week trial, 1:1 training and account setup, and 50% off your first two months!
- MarketStorm (visit their website)
- Lace (visit their website)
- priceguide (visit their website)
Affiliate Links:
- Castmagic (visit their website)
- StreamYard (visit their website)
- IfTTT- 10 Percent off! (visit their website)
- ZyraTalk (Visit their website)
