I’ve been working on this project for the last 12 months.
So far, everybody loves the title. I spent hours on the subtitle. What I’ve written is truly field-proven, not theory. I’ve used it to help multiple HVAC, electrical, landscaping, and plumbing companies grow. I thought I would be using this book and framework to win new clients for Aespire.
Instead, I’m working inside the trades with a service-focused and customer-aligned team. Gorjanc Home Services, a long-time client, recruited me to become their full-time Marketing Director. 🎉
As unusual as it may seem to make the move from 30 years as an agency owner to a full-time role, it is the right move at the right time. Aespire made a global impact with a small team (see the highlights of what we accomplished over the last 30+ years). Now I’m helping make a regional impact with a large team.
The trades have a branding problem.
I don’t think one person can fix it. Mike Rowe has done much to elevate the trades. The Trump administration is emphasizing providing funding for training the next generation of trade professionals.
I’m doing my part by making branding practical and straightforward for any home services company.
“Blue Collar Branding: The Field-Proven Framework to Transform Service Companies into Market Leaders” focuses on practical strategies and proven practices that home service company owners and operators can implement in their daily operations. (You can pick it up in print, audio, and ebook at https://amzn.to/3GRcmZU)
I evolved the CORE framework from my last book into the CARE framework. It makes more sense:
Gain Clarity: Define what makes your brand relevant.
Create Alignment: Unite your team around a consistent customer experience at every touchpoint.
Ensure Relevance: Position your company as the preferred local choice, not just another option.
Deliver Experience: Turn signature moments into recommendations and referrals that attract new customers.
These four cornerstones sit at the center of every business as the operational foundation.
Ella Ai Partnered with Blue Collar Branding
Atomic Elevator approached me to partner on an Ella Ai Blue Collar Branding edition, a marketing-focused platform tailored for the home services trades. (https://www.atomicelevator.com/bluecollarbranding.)
Ella is different. Marketers developed it for marketers. Its training models include my frameworks in “Trade Secrets” and “Blue Collar Branding.” Ella can be trained on your brand guidelines and service strategy to deliver effective and engaging content efficiently.
You can use Ella to create the playbooks you need to make your home service (or any service business) more relevant in your market.
Apply for a free 14-day trial and develop a strategy to establish a solid foundation. Then, use Ella to build a 12-month marketing plan, write a messaging guide, define a content strategy, outline a website, or direct 100s of different marketing assets.
That’s it, I’m done writing for now.
I’ve got a business to help scale.