[YouTube Ep] The Electricians Lead Attraction System! | 125

🎥 Watch the video version on YouTube HERE

_

📈 Work directly with me 👉🏼 HERE

🚀 The Sparky Series: How to build your Flywheel™ in 9 minutes 👉🏼 HERE

📽️ More on Instagram 👉🏼 HERE

🎥 More on YouTube 👉🏼 HERE

Transcript

Electrician’s life is too short to work for decades — and I genuinely mean that.

We want to get out of bed in the morning, have a coffee, jump in the van and go to a destination we’re going to enjoy.

Most importantly, know that we’re going to get paid at the end of it.

Established businesses, more than anyone, have this fucked up.

What happens — and what happened to me — is you start your electrical business, you take any work that comes in, you quote it, most likely underquote it. You’re two or three months into that project, you’re stressed, you’re dreading going in every day.

You’re wondering — are you even going to get paid?

And that’s what I want to eradicate in today’s video. We’re going to nail down the before stage of your customer’s journey:

1. Niche
2. Target market
3. Messaging

Number one — niche.
 The kind of work you want to do, you like doing, and most importantly, that’s going to give you the most profit possible.

Number two — target market.
 Who is the person that’s paying the bills for that niche? Who is the gatekeeper or individual we’re going to pinpoint and target to get that work?

And number three — hands down the most important part of marketing — your messaging.

How are we going to attract them with the right messaging to get them to raise their hand and say, “That’s the electrical business I want in my home or my business. They’re the exact outfit.”

How do I send an enquiry?
 How do I give them a call?

Let’s get into it.

Niche

What a niche is — is being an expert electrician for a specific service in a specific area.

For example, if you’re an electrician in the Sutherland Shire and you want more solar leads, more EV charger leads, more maintenance work — you need to be known as the expert in that area.

When you master that area, then consider moving outside it.

Don’t try and take over Sydney, Brisbane, Perth or Melbourne straight away. Start small. Grow from there.

People get caught in the headlights wanting to be Billy Big Balls and take over a major city.

You need to crawl before you walk.

Now — before we bite the hand that feeds us — we do not want to cut off income.

If you’re working for a shitty builder or a shitty real estate agent that you want to get rid of, don’t shoot them down until you’ve got your niche mastered and leads coming in that can replace them.

It’s a rookie mistake to go, bang — don’t want that builder. Bang — don’t want that real estate.

You’ve just cut off income.

Keep the cash flow while you build your niche properly.

Specialist electricians get paid more than general electricians.

It’s no different to the medical industry. A cardiologist gets paid more than a GP because they’re specialised. They’re renowned for that thing.

If you’ve got a heart problem, you go to a heart surgeon. You don’t go to a GP and say, “Can you do it half price?”

Same in electrical.

When your business is known for something specific — say solar — your business becomes easy to refer.

If someone asks in a networking group, “Do you know anyone who specialises in solar?” you come top of mind.

Why?

Because you’ve got the reviews tailored around it.
 You’ve got the content around it.
 You’ve got the credibility around it.

Systemisation becomes easier too.

When you’re niche, the leads that come in are similar. The calls are similar. The emails are similar.

So you can build systems:

• How calls are answered
• How emails are handled
• How jobs move through your software
• How you quote
• The authority you add to your quotes

It becomes simple.

And that’s one of the biggest advantages of niche.

Marketing becomes easier too.

You’re not saying, “We do everything.”

You’re saying, “We specialise in this.”

And that leads perfectly into part three — messaging.

Target Market

Niching is the type of work.

Target market is who controls the work or who pays the bills.

If we stick with solar, we could deal direct with a homeowner.

Or we could deal with strata, a builder, or a real estate agency.

Now when you’ve got a gatekeeper — like strata — you’re not targeting the manager.

You’re targeting Judy at reception.

Judy opens the gate.

You need to get very granular.

I get extremely granular.

I know my target market is female, 46, drives a Mazda, lives in the Inner West.

I get my clients to do the same.

We build a detailed avatar.

Why?

Because every piece of marketing and messaging we create is aimed at that one person.

And when you’ve got that visual — that target — it becomes so much easier to create content and attract the right client.

Not all revenue is equal.

A dollar from one client is not the same as a dollar from another.

Clients affect your mood. Your day. Your stress levels.

If you’ve got a punish of a client, it doesn’t just affect you — it affects your staff too.

That’s why I have qualifiers in my electrical business.

If someone doesn’t pass the hurdles, I disqualify them immediately.

It’s not worth the mental strain.

Life is too short to work for decades.

And that’s why messaging matters.

Messaging

Messaging, in my opinion, is hands down the most important part of marketing.

I started this video by saying “electrician.”

If I had said “carpenter,” would you still be watching?

Probably not.

That was intentional.

That’s what you need to do with your marketing.

Be intentional.

Let me give you an example.

You walk down the shampoo aisle. You’ve got frizzy hair.

There are two bottles:
 One says “Shampoo.”
 The other says “Shampoo for frizzy hair.”

Which one are you choosing?

The frizzy hair shampoo.

That’s 101 marketing.

Be specific.

Be clear.

Clear messaging also repels the wrong client.

If you’re getting shit leads from your website, your messaging is off.

If you’re saying:

• Free quotes
• We beat any quote
• We won’t rip you off

You’re attracting bottom-of-the-barrel tyre kickers.

Confused messaging attracts confused clients.

If you confuse, you lose.

If you use too much jargon or talk about ten different services, people don’t know what you actually do.

Clear messaging:

• Attracts the right clients
• Repels the wrong clients
• Makes quoting easier
• Makes sales smoother

In the next video, I’m going to talk about what happens when leads start coming into your business.

How do we convert them properly?

There’s loads of free stuff linked below, including a free marketing email series.

Subscribe so you don’t miss the next video.

Catch the next one.