The Winning Contractor Marketing IceBerg

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Great marketing for any trade business is just like an iceberg.

And this is what we tell all of our clients.

People think it’s only what you see on the surface.

And that’s things like:

  • A business name
  • A logo
  • A ‘fancy’ website
  • Vehicle decals
  • Maybe a sign

And all that other fun visual stuff…


But marketing, or I should say, REAL marketing… is actually much deeper than that…

And when it comes to this iceberg, it’s what’s below that counts.

It’s what’s below the surface that’s actually the engine room and power behind your core marketing infrastructure…

It’s what’s below the surface that really makes marketing actually perform!

And the best part is, it’s all that behind the scenes work that none of your competitors can just outright copy… because they won’t understand why your marketing does so well, all they’re going to see is just see the flashy surface results!

So, what’s below the surface? Well, this is stuff like your:

  • Market positioning
  • Core messaging
  • Target market
  • Compelling offers
  • Proof and credibility

Note: Every business has so much under-utilised proof and credibility - it’s crazy - every time we work with a client, I’m literally SHOCKED at the amount of proof they’re sitting on that they’re not actually using within their marketing - stuff that can really make them stand out and stuff that will really bring the thunder!

What else is there, well there’s:

  • An articulated story
  • Unique selling propositions
  • Clear points of difference - this is a big one!
  • Reputation
  • Your values
  • Your guarantee
  • Copywriting
  • Your overarching strategy! You know this is how you plan to tackle your markets online and offline…

Once ALL this is dialled in – you can then communicate it all through what’s displayed on the surface – right?

So, make sure you build the whole iceberg.

Because spending the time to nail what’s going on above and below the surface will put you ahead of your competitors.

If you're an electrician, plumber, painter, carpenter, or any other trade business owner who is looking to take your business to the next levelclick here to learn more about how our team can help!


Bayley Peachey | Accountant & Trade Business Coach

About the author

Growing up in a family full of tradesman and accountants with a business savvy father, my childhood involved heavy machinery, dirty overalls and years of hand’s on insight into the family business. Being fast paced and dynamic in...


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