client & industries
Who I Work With
Most of the people I work with have tried everything. Ads. Websites. Content. The problem usually isn't what they've tried. It's what they skipped before they started.
the underlying problem
Most Marketing is Built Before the Most Important Work Has Been Done
Before a single ad runs or a page goes live - someone needs to do the work of understanding exactly who you're trying to reach, what makes your business genuinely different, and why the right client should choose you over everyone else.
Most businesses skip that step. Not because they don't care about it. Because nobody told them it was the step that determines whether everything else works.
So they run ads that target the right people but say the wrong things. They build websites that look professional but speak to the wrong audience. They invest in content that gets engagement from people who would never buy.
Two Audiences. The Same Underlying Problem.
On the surface, builders and high-value service businesses can look very different.
But underneath, the problem that brings them to me is almost always the same: their marketing isn't aligned with the type of work they actually want to attract. And until that's fixed, more spend, more content, and more ads just accelerates the wrong result.
primary focus
This is where the majority of my work lives.
The builders I work with aren't struggling to get enquiries. The SORCI Report consistently shows builders can generate leads. The problem is the leads coming through are the wrong fit - wrong budget, wrong project type, wrong client mindset.
And the pipeline that results from it is exhausting: hours of unpaid quoting, price-driven decisions, projects taken out of necessity rather than choice.
Here's what that usually looks like in practice.
You've run ads, updated the website, maybe invested in content. The phone is ringing - just not with the people you want. So you quote anyway, because the pipeline needs to move. Some jobs convert. Most don't. And the cycle continues.
The issue, almost every time, isn't effort. It's that the core story and messaging underneath the marketing was never properly built - so it's pointing at the wrong audience, or failing to repel the wrong one.
One builder I worked with was drowning in tyre-kickers. Prospects who'd browse the site, request a quote, then vanish after hours of unpaid work. Once the messaging was rebuilt to speak directly to his ideal client (and filter out everyone else) that changed.
Enquiries dropped in volume and rose sharply in quality. Clients started arriving quoting his website back to him, already trusting him, ready to proceed. His evenings stopped being lost to dead-end quoting.
Another went from 6-10 website visits per quarter to 20+ per week - all organic, zero ad spend. Prospects started calling him "my builder" within fifteen minutes of their first conversation, having already read everything on his site and decided he was the one.
A third went from chasing inconsistent referrals to $3M+ in projects already in concept - with clients arriving already trusting him before the first conversation had even started.
Here's what's really at stake when the wrong clients keep showing up - and what changes when they don't.
Builders
The pattern across all of them is the same…
Once the Foundation Was Right, the Right People Started Showing Up
- You're getting enquiries, but consistently the wrong type
- You feel like your marketing should be working harder than it is
- You're investing in marketing but can't see where the return is going
- You want better projects, not just more of the ones you'd rather not take
- You're open to looking at what's underneath the marketing, not just what's on the surface
also works with
High-Value Service Businesses
While builders are my primary focus, I also work with consultants, advisors, and specialist professionals - anywhere the sale is complex, the client relationship is long, and the cost of attracting the wrong client is real.
The pattern I see most often: the business is doing good work, has reasonable marketing activity, and still isn't attracting the calibre of client it should be. Referrals are inconsistent. Paid channels aren't converting the way they should. And the underlying reason - almost without exception - is a disconnect between what's being offered, how it's positioned, and how it's being communicated to the right people.
It's rarely a lead problem. It's almost always a problem with what was skipped before the marketing was built - the core story, the unique selling proposition, the deep understanding of what the right client actually cares about. And it shows up in service businesses exactly the same way it shows up in building companies, just with different language around it.
Theo Tsiamis at Accountants Choice watched his ads drop off and his phones go quiet. Once the messaging was rebuilt around what his ideal clients actually cared about - not what he assumed they cared about - 500 new leads came through and $200,000 in sales followed.
Brett Fort at Turnkey Property was running Facebook ads that weren't converting. The targeting wasn't wrong. The budget wasn't wrong. Nobody had done the work to truly understand what his clients were actually thinking. Once that research was done and the messaging rebuilt around it, click-through rate jumped 32% and a $16,000 investment returned $64,000.00 in revenue.
Outdoor Steel, a business with 6,000 leads sitting dormant in their database - no nurture, no consistent voice, no system - turned that list into $300K in additional revenue every month without spending an extra cent on ads.
The mechanics look different across industries. The underlying fix is almost always the same.
This is probably for you if:
- Your leads aren't converting at the rate they should
- You're relying on referrals without a scalable system behind them
- Your marketing feels inconsistent - some things work, most don't
- You're selling something genuinely valuable and the market isn't reflecting that back
- You're open to rethinking what's underneath, not just optimising what's on the surface
What This Looks Like in Practice
This isn't a fit for everyone. And that's deliberate.
The businesses I work best with are already investing in marketing, or ready to. They know something isn't working but can't identify exactly what. And crucially, they're open to looking underneath the marketing, not just changing what's on the surface.
If you're looking for quick tactics, more leads at any cost, or the cheapest way to get something moving - this isn't it.
If you want to understand exactly what's been skipped, build the Marketing Masterplan that fixes it, and attract the right clients consistently - that's the conversation worth having.
If your marketing isn't producing what it should be producing, there's a reason.
Most of the time it's findable. And fixable.
One conversation is usually enough to see it clearly. What was skipped. Why the right clients aren't showing up. And what a properly built Marketing Masterplan would change.
Let's Find Out What's
Actually Going Wrong.
One conversation. A clear diagnosis. And if it makes sense to go further, a Marketing Master Plan that tells you exactly what to build, what to say, and what to do first.