PLAYBOOK: How To Collect Awesome Testimonials From Your Clients & Customers

Intro From Brian Webb

Collecting testimonials is crucial in modern marketing because they provide social proof for your brand and builds trust and credibility with prospective clients. Testimonials should offer authentic feedback from real customers, making it easier for new prospects to believe in the value of your product or service. Testimonials can influence purchasing decisions by reducing doubt, showcasing positive experiences, and humanizing your brand.

Brian Webb

CEO, Whatbox Digital  |  Fractional CMO
Marketing Guy  |  Investor  |  HOST: Business Growth Show Podcast

(832) 281-6088  |  TEXT ME
(281) 727-6301  |  CELL
(832) 906-3265  |  CELL

brian@stealth.lucentesocialmedia.com  |  EMAIL

4 STEPS: How To Collect Awesome Testimonials

1. Write an email or ask your customers and clients to get on a call with you (or a member of the team). PRO TIP: Send them your request within 1 day of an inflection (aka success/win) point. This is a time when the customer (or client) has got a great result or experience from you.
2. In the email, use a Calendly (or similar) booking call link to schedule a 15-minute ZOOM meeting that works well for both parties within the next 2 business days.
3. On your call (or in-person meeting), walk the client through the Epiphany Bridge testimonial framework. (See below)
4. Remember to ask the question: ‘Can we use parts of this video in our marketing?’ This gives you permission to use the video.

Testimonial Video Example

Why You Should Use This SOP Playbook

Make sure to watch the video example above.

BIG PICTURE: Every testimonial should have a before state and show people what happens next. So you don’t want to just grab a quote out of context that says, ‘They made us $1 million!’

To give more impact you need a before state to create contrast. See below to understand what happens when we add contrast in the example below:

‘We had lots of issues at that time. Customer acquisition being one of them. Managing a team being another and just not knowing what to work on. We had this constant struggle of…

Are we doing the right thing? Fast forward, here’s what our workshop helped them accomplish: “We added about $1 million in recurring revenue since that workshop. It’s only been about 3 months.”

Can you see the difference? It feels different, right? And that’s why asking your clients about their previous state is essential.

If you have any clients (or customers) you want an awesome testimonial from, test this SOP and see if it doesn’t make it better.

Perfect Testimonial Framework

FOR INDIVIDUAL TESTIMONIALS

Walk through the scripts below. The goal is to show:

1. Internal/external circumstances before that caused them to move.
2. What they saw that got their attention and why.
3. Their hesitation to believe the promise but why they ultimately did.
4. What they did immediately.
5. Internal/external circumstances after the change.

Question Sets

SET 1: (General Info)

QUESTION: Please say your name and business name, as well as where your business is located.

PRO TIP: When interviewing customers, be sure to get them to speak in complete sentences. Below are examples of good and bad responses.

QUESTION: What is your name, business, name, and where are you located?

BAD ANSWER EXAMPLE: John Doe. Acme Rentals. Houston, Texas. WHY IS THE ABOVE A BAD ANSWER?: When you use this video on your website… or more importantly, in advertisements, it doesn’t make sense to the viewer/listener of someone just utters their name or location in the video or audio… because there’s no context.

REMEMBER: You may or MAY NOT even include your questions (your portion of the audio/video) when editing the final video/audio. So the customer has to speak in complete sentences for their words to make sense.

QUESTION: What is your name, business, name, and where are you located?

GOOD ANSWER EXAMPLE: Hey, my name is John Doe. I’m the CEO at Acme Rentals. We’ve been serving the Houston, Texas Metroplex for over 22 years.

SET 2: (Before State, External Leading Question)

QUESTION: How was your situation before working with us/getting started?

PRO TIP: This should be 1 to 2 brief statements. Don’t ‘just’ ask them how life was before they started working with you. Ask them for their worst moment.

SET 3: (Internal Leading Questions)

QUESTION 1: How did that make you feel?

QUESTION 2: What were you unable to do that you wished you could?

QUESTION 3: What negative impact did that have on others around you?

SET 4: (Bridge Leading Questions)

QUESTION 1: How did you find us? (or find out about) our company?

QUESTION 2: What were your thoughts going through the process?

QUESTION 3: What were your doubts and fears about this?

QUESTION 4: What made you say yes anyway?

SET 5: (External Leading Questions ~ After State)

QUESTION 1: Where are you now?

QUESTION 2: How does that make you feel?

QUESTION 3: What are you able to do now that you couldn’t before?

QUESTION 4: What positive impact did that have on others around you?

SET 6: (Call To Action)

QUESTION 1: What would you tell someone who is watching this right now and is unsure about taking the next step?

QUESTION 2: Would you recommend [YOUR BUSINESS NAME] to other business owners and leaders?

BONUS TIP: If you’re using this testimonial in the SOCIAL PROOF part of your website, have your video editor add a pleasant music bed and animated logo outro for a little extra finesse and professionalism.

OBJECTION: But I’m not a video editor, and I can’t afford to hire one!!!!

NOT A PROBLEM: You can use sites like RenderForest.com.

(In 10 minutes or less and with little to no skills, you can have an animated logo that looks like you spent thousands or tens of thousands of dollars to get it produced. And VOILA! Look at you… you’re a pro.) #LikeABoss

LINK: https://www.renderforest.com/logo-animation

End of Playbook

Do you want to generate higher-quality leads more affordably for your business?

About the author.

Brian Webb is a 23-year entrepreneur, private investor, business & profit growth mentor, a B2B marketer, and the host of the Business Growth Show podcast.

In addition to managing a growing portfolio of businesses, Brian is the CEO of the award-winning marketing and business growth consulting agency in The Woodlands, Texas (Greater Houston Metroplex), Whatbox Digital, LLC.

You can find Brian on Apple, Google, Spotify, Pandora, iHeartRadio, and Amazon. Brian’s writings have been published and featured on NBC, ABC, CBS, FOX, and MarketWatch, and he has been approved as a Forbes Business Council member and content contributor.

You may also recognize some of Brian’s anchor clients, such as Coca-Cola, Comcast, Coldwell Banker, Entrepreneur’s Organization, Hospital Corp of America, and Karbach Brewing.

Brian has had the opportunity to speak and share the stage with business legends like Daymond John, Suzy Welch, Roland Frasier, Metta World Peace, and Jay Abraham.

Biggest Market Loss In History: Nvidia Stock Sheds Nearly $600 Billion As DeepSeek Shakes ChatGPT.

In case you’ve been hibernating for the past couple of days, Nvidia set a Wall Street record Monday, as the stock at the forefront of the U.S.-led artificial intelligence revolution got a scare from DeepSeek, the Chinese AI company which developed a ChatGPT rival at a fraction of the reported cost of its American peers.

In the ever-evolving world of AI tools, two names are making waves: DeepSeek and ChatGPT. Both promise to revolutionize how we create content, but which one is right for you? Whether you’re a blogger, marketer, business owner, or just someone who loves tech, this showdown will help you decide. And don’t worry—I’ve made this post super scannable, so you can get the info you need in seconds!

Quick Comparison: DeepSeek VS ChatGPT

Why DeepSeek Stands Out

1. Tailored For Specific Needs: DeepSeek shines when it comes to creating niche-specific content. Whether you’re writing about tech, health, or finance, it adapts effortlessly to your tone and style.
2. SEO Optimization: If you’re a blogger or marketer, DeepSeek’s built-in SEO tools are a game-changer. It suggests keywords and meta descriptions and even helps with readability.
3. Fast Output: DeepSeek’s algorithms are optimized for speed, making it ideal for those who need high-quality content in a hurry.

Why ChatGPT Still Holds Its Ground

1. Versatility: ChatGPT is a jack-of-all-trades. From creative storytelling to coding help, it can handle almost any task you throw at it.
2. Community Support:With a massive user base, ChatGPT has a wealth of tutorials, plugins, and community-driven resources to help you get the most out of it.

PROMOTION: Stealth I.D. Marketing & Lead Gen Software

Summary

Both DeepSeek and ChatGPT are powerful tools, but they cater to slightly different audiences. If you’re serious about content creation and want a tool that feels like it was built just for you—and won’t cost you a dime—DeepSeek is the way to go. On the other hand, if you’re looking for a flexible, all-in-one solution, ChatGPT won’t disappoint.

Let’s dive into 10 business-specific use cases for DeepSeek that will not only impress but also make you wonder how you ever managed without it. These ideas are designed to fascinate and inspire, showing how DeepSeek can be a game-changer for businesses of all sizes.

1. Create a Killer Sales Pitch in Minutes

Need to win over a tough prospective client? DeepSeek can help you craft a persuasive, data-driven sales pitch tailored to their needs. It’s like having a sales coach in your pocket.

2. Automate Customer Support Responses

Tired of answering the same customer questions over and over? DeepSeek can generate quick, professional responses to common inquiries, freeing up your team to focus on more significant tasks. Add to that, though, ChatGPT can also be integrated with tons of bot software platforms for your website and/or app.

3. Write Eye-Catching Ad Copy

Struggling to stand out in a crowded market? DeepSeek can create compelling ad copy for social media, Google Ads, or even billboards—complete with calls-to-action that convert.

4. Draft Investor-Ready Business Plans

Pitching to investors? DeepSeek can help you write a polished business plan that highlights your vision, market opportunity, and financial projections in a way that wows stakeholders.

5. Generate Monthly Reports in Seconds

Say goodbye to hours spent crunching numbers and writing summaries. DeepSeek can analyze your data and turn it into a sleek, professional report—ready to present to your team or clients.

6. Brainstorm Viral Marketing Campaigns

Need a campaign that breaks the internet? DeepSeek can help you brainstorm creative ideas, from hashtag challenges to influencer collaborations, that’ll get people talking.

7. Write Job Descriptions That Attract Top Talent

Struggling to find the right candidates? DeepSeek can craft job postings that are clear, engaging, and optimized to attract the best talent in your industry.

8. Create Training Materials For New Hires

Onboarding new employees? DeepSeek can help you write training manuals, FAQs, and even interactive quizzes to get your team up to speed quickly.

9. Draft Press Releases That Get Noticed

Launching a new product or service? DeepSeek can write a press release that grabs media attention and positions your brand as an industry leader.

10. Analyze Competitor Strategies

Want to stay ahead of the competition? DeepSeek can help you analyze competitor websites, social media, and marketing campaigns to identify trends and opportunities you can leverage.

Additional Comparative Benchmarks

Below is a significantly more comprehensive benchmark comparison between DeepSeek V2.25 and V3, Llama V3.1, Claude V3.5, and ChatGPT V4o.

You’ll see that DeepSeek-V3 achieves a significant breakthrough in inference speed over previous models. It tops the leaderboard among open-source models and rivals the most advanced closed-source models globally.

Final Thoughts

The reality is… that while DeepSeek’s internet access is a game-changer for anyone who needs accurate, real-time information at their fingertips, both DeepSeek and ChatGPT are massively powerful tools that can enhance your business.

So, which tool will you choose? To be honest, I use ‘both’ DeepSeek AND ChatGPT, along with other LLM AI tools.

The reality is that the AI landscape is changing so fast that much of what I shared in this article, published on January 28th, 2025, will become rapidly obsolete. So keep your finger on the pulse of what’s happening in the tech world so you don’t get left behind.

About the author.

Brian Webb is a 23-year entrepreneur, private investor, business & profit growth mentor, a B2B marketer, and the host of the Business Growth Show podcast.

In addition to managing a growing portfolio of businesses, Brian is the CEO of the award-winning marketing and business growth consulting agency in The Woodlands, Texas (Greater Houston Metroplex), Whatbox Digital, LLC.

You can find Brian on Apple, Google, Spotify, Pandora, iHeartRadio, and Amazon. Brian’s writings have been published and featured on NBC, ABC, CBS, FOX, and MarketWatch, and he has been approved as a Forbes Business Council member and content contributor.

You may also recognize some of Brian’s anchor clients, such as Coca-Cola, Comcast, Coldwell Banker, Entrepreneur’s Organization, Hospital Corp of America, and Karbach Brewing.

Brian has had the opportunity to speak and share the stage with business legends like Daymond John, Suzy Welch, Roland Frasier, Metta World Peace, and Jay Abraham.

Creating An Irresistible Offer: The 5 T.I.M.E.R. Pillars For Massively Increasing Your Sales Conversion Rate

In the competitive world of business, crafting an irresistible offer can be the difference between winning and losing a sale. As business owners, sales directors, marketers, and leaders, we all want to create offers that resonate instantly with our customers and empower our sales teams to close deals more effectively. That’s where the T.I.M.E.R. framework comes into play: Time, Identity, Money, Energy, and Reputation.

These five pillars are the foundation for an offer that’s not only compelling but impossible to refuse. Let’s break down each pillar and explore actionable checklists you can use to ensure your offer meets these critical criteria.

1. TIME: Deliver Results in an Acceptable Timeframe.

Time is one of the most valuable commodities for any customer. If your offer doesn’t align with their expectations for speed and efficiency, you risk losing their interest. Your offer should clearly demonstrate how quickly and effectively you can deliver results. The shorter the distance between the customer getting started and the time they’ll get the perceived value from your offer, the more appealing and valuable it will be in the eyes and minds of your customers.

Checklist for Time

1. CLARITY: Have you specified the timeline for delivery or completion?
2. SPEED: Can you expedite processes without sacrificing quality?
3. PROOF: Do you have case studies or testimonials that highlight your ability to deliver results on time?
4. BUFFER: Have you accounted for potential delays and communicated contingencies?
5. COMMUNICATION: Is the customer kept informed about progress and milestones?

2. IDENTITY: Align With The Customers Expectations And How They Want To Be Perceived By Their Peers.

Your offer must align with how the customer sees themselves or who they aspire to be. When your product or service supports their personal or professional identity, it becomes infinitely more appealing.

Checklist for Identity

1. Customer Persona: Have you clearly defined who your ideal customer is and what they value?
2. Messaging: Does your sales copy reflect the language and tone that resonates with your target audience?
3. Aspirations: Does your product or service offer help the customer achieve their goals or align with their desired self-image?
4. Customization: Can you personalize the offer to make it feel unique to the individual customer?
5. Brand Consistency: Does your branding and marketing align with your customers’ values and identity?

3. MONEY: Price It Right & Mitigate As Much Risk As Possible.

Price is a major consideration, but it’s not just about being affordable. Your pricing structure needs to feel justified and transparent, and you must address the customer’s perception of risk.

Checklist for Money

1. Transparency: Are your pricing and costs clearly outlined?
2. Value: Have you communicated the value of your product or service compared to the cost?
3. Risk Mitigation: Are you offering guarantees, trials, or flexible payment options?
4. Objection Handling: Have you identified and pre-emptively addressed common pricing objections?
5. ROI: Can you clearly articulate the return on investment your customer can expect?

4. ENERGY: Make It As Effortless As Possible For Your Customers.

Customers are drawn to solutions that require the least amount of effort (aka hidden costs) on their part. The more frictionless the experience, the more likely they are to commit to your offer.

Checklist for Energy

1. Ease of Use: Is your product or service intuitive and simple to use?
2. Support: Are you providing adequate support, training, or onboarding?
3. Simplicity: Can you simplify the customer’s decision-making process?
4. Automation: Are there any processes you can automate to reduce manual effort?
5. Step-by-Step: Have you broken down the steps to purchase or use your service into manageable actions?

5. REPUTATION: Protect Their Image
And Credibility.

Every purchase decision reflects on the buyer. Whether it’s a business owner investing in software or a manager hiring a new service provider, the customer’s reputation is on the line. Your offer must reassure them that choosing you will enhance their credibility.

Checklist for Reputation

1. Social Proof: Do you have testimonials, reviews, or endorsements from trusted sources?
2. Case Studies: Are you sharing success stories from similar customers?
3. Expertise: Have you demonstrated your authority and experience in your field?
4. Awards and Recognition: Are you leveraging any accolades or industry certifications?
5. Perception Management: Are you helping customers see how this decision will positively impact their standing among peers or within their organization?

Final Thoughts

When you integrate the T.I.M.E.R. framework into your offers and sales process, you’ll create a much more compelling narrative that resonates with your customers on multiple levels. But it’s not enough to understand these principles—you need to put them into practice.

Key Takeaways:

1. Time: Deliver on a timeline that meets or exceeds expectations.
2. Identity: Align your offer with who your customers want to be.
3. Money: Price it right and address any perceived risks.
4. Energy: Make the process as effortless (aka remove as many hidden costs) as possible.
5. Reputation: Enhance their standing and credibility with your solution.

By focusing on these five pillars, you’ll not only increase the appeal of your offer but also empower your sales team to close deals more effectively. Use the checklists above to audit your current offers and refine them until they’re truly irresistible.

About the author.

Brian Webb is a 23-year entrepreneur, private investor, business & profit growth mentor, a B2B marketer, and the host of the Business Growth Show podcast.

In addition to managing a growing portfolio of businesses, Brian is the CEO of the award-winning marketing and business growth consulting agency in The Woodlands, Texas (Greater Houston Metroplex), Whatbox Digital, LLC.

You can find Brian on Apple, Google, Spotify, Pandora, iHeartRadio, and Amazon. Brian’s writings have been published and featured on NBC, ABC, CBS, FOX, and MarketWatch, and he has been approved as a Forbes Business Council member and content contributor.

You may also recognize some of Brian’s anchor clients, such as Coca-Cola, Comcast, Coldwell Banker, Entrepreneur’s Organization, Hospital Corp of America, and Karbach Brewing.

Brian has had the opportunity to speak and share the stage with business legends like Daymond John, Suzy Welch, Roland Frasier, Metta World Peace, and Jay Abraham.

Introduction

Marketing in 2025 is both an art and a science, evolving rapidly alongside technology and consumer behavior. While it’s easy to get lost in the buzzwords, trends, and gimmicks, the fundamentals of effective marketing remain unchanged: understanding your audience, crafting compelling messages, and delivering real value.

This list of sarcastic ‘pro tips’ pokes fun at some of the absurdities we see in the marketing world today, but behind the humor lies a deeper truth. The key to success isn’t chasing the latest fads; it’s about leveraging modern tools and strategies with authenticity and purpose.

1. Influencers are your new gods. Forget data! Just find someone with fake followers and a good smile to hawk your product. ROI? Who cares when you’ve got vibes?
2. More pop-ups = more success. If your website doesn’t have at least five pop-ups fighting for attention like toddlers on sugar, are you even trying? Like… do you even pop-up bro?
3. AI knows everything. Let ChatGPT run your entire marketing department. Who needs humans when the robot overlords are smarter, faster, and don’t ask for vacation days?
4. Social media bios should include “guru” or “ninja.” Because nothing screams professionalism like claiming to be the Shaolin monk of Facebook Ads.
5. SEO is dead. Again. Ignore Google’s updates; just stuff “2025 marketing” into your blogs 300 times and call it optimized. Works every time. (It doesn’t.)
6. Email subject lines should be as clickbaity as possible. “You Won’t Believe What Happens Next” works even if you’re selling paperclips.
7. Post content daily. Or hourly. Or minutely. Burn out is just your creative genius trying to escape. Crush it by scheduling memes at 2:37 AM.
8. “Web 4.0” is the new buzzword. No one knows what it is, but if you don’t claim you’re using it, you’re already behind.
9. Hire a Gen Z intern to “fix your TikTok.” Their qualifications? They once got 100 likes on a video of their cat.
10. Your brand needs a mascot. Preferably something random, like a sexy carrot. Because why not? It worked for that insurance gecko.
11. All roads lead to webinars. No one actually wants to attend, but hey, it’s not about them; it’s about your 84-slide PowerPoint masterpiece.
12. Go live on social media… constantly. Whether you’re sharing marketing tips or eating a sandwich, people need to see you.
13. Overuse the word “synergy.” Even if you’re selling hot dogs, make sure your pitch involves “cross-platform synergy solutions.”
14. Repurpose EVERYTHING. That blog post from 2017? Slap a 2025 date on it, sprinkle in some AI buzzwords, and voilà: brand-new content.
15. Run ads on literally everything. Google, TikTok, fridge screens, bathroom stalls. No surface is safe from your genius.
16. Rebrand quarterly. Nothing says stability like changing your logo and color palette every three months. Customers love the chaos.
17. Start a podcast. Because the world desperately needs your take on “how to crush the game”… along with the other 4 million podcasts.
18. Make your website load slower. Nothing builds anticipation like a spinning wheel and a user experience straight out of 2005.
19. All marketing videos should start with a sob story. If your “rags-to-riches” tale doesn’t make them ugly cry, your funnel is doomed.
20. Claim your service is AI-driven, even if it’s not. Bonus points if you name it something like “Quantum RoboSpark X Pro.”
21. Offer free trials but hide the cancellation button. Because nothing says customer love like a sneaky subscription trap.
22. Add unnecessary jargon. Your PPC strategy isn’t “targeted”; it’s “leveraging multi-layered engagement frameworks.”
23. Go viral or go home. If you’re not doing something absurd like eating hot wings while explaining ROI, what’s even the point?
24. Blame all failures on “algorithm changes.” Sales dropped? Blame Instagram. CTR tanked? Thanks a lot, Google. It’s never you.
25. Use your competitor’s name in your ads. Nothing shows respect like, “Why use [competitor] when you can have the real deal?” (Legal team sold separately.)

The Big Takeaway For 2025

As much as we laugh at the over-the-top nature of marketing trends, the real takeaway here is a reminder to stay grounded. Prioritize strategies that align with your brand values, deliver measurable results, and genuinely serve your audience.

Marketing isn’t about tricking people or jumping on every shiny new trend—it’s about building relationships and trust. In a world increasingly driven by AI and automation, the human element of marketing will always stand out. The best marketers in 2025 will be those who can balance innovation with authenticity, turning humor into engagement and strategy into long-term success.

About the author.

Brian Webb is a 23-year entrepreneur, private investor, business & profit growth mentor, a B2B marketer, and the host of the Business Growth Show podcast.

In addition to managing a growing portfolio of businesses, Brian is the CEO of the award-winning marketing and business growth consulting agency in The Woodlands, Texas (Greater Houston Metroplex), Whatbox Digital, LLC.

You can find Brian on Apple, Google, Spotify, Pandora, iHeartRadio, and Amazon. Brian’s writings have been published and featured on NBC, ABC, CBS, FOX, and MarketWatch, and he has been approved as a Forbes Business Council member and content contributor.

You may also recognize some of Brian’s anchor clients, such as Coca-Cola, Comcast, Coldwell Banker, Entrepreneur’s Organization, Hospital Corp of America, and Karbach Brewing.

Brian has had the opportunity to speak and share the stage with business legends like Daymond John, Suzy Welch, Roland Frasier, Metta World Peace, and Jay Abraham.

It’s been said that LEVEL A leaders hire LEVEL A leaders, while LEVEL B leaders hire LEVEL C leaders. This simple yet profound observation reveals the core difference between organizations that thrive and those that stagnate. It’s not just about the talent you bring on board—it’s about the mindset driving your leadership decisions.

LEVEL A leaders understand that excellence attracts excellence. These leaders are secure enough in their abilities to welcome peers and subordinates who may challenge them, bring new ideas, have superior skills, and push the organization to new heights. They know that success isn’t a solo performance but a symphony of collaboration, with each high-performing team member playing their part. By hiring top talent, they multiply their impact and create a culture where high standards are the norm and expected.

On the other hand, LEVEL B leaders let insecurities guide their decisions. They see top performers as threats rather than assets, and consciously or subconsciously, they hire LEVEL C team members—those who are less likely to challenge authority or outperform their manager. This dynamic may preserve the leader’s ego, but it stifles growth, innovation, and morale across the organization. Teams led by LEVEL B leaders become stagnant, riddled with inefficiency, and ultimately fail to reach their potential.

The takeaway for C-Suite executives and business owners is this: Your organization’s success hinges on your ability to hire people better than yourself. Don’t let ego or insecurity sabotage your vision. Instead, create an environment where the best talent wants to join and stay because they know they’ll be valued, challenged, and empowered. As a leader, your legacy won’t just be what you accomplish—it will be the greatness you inspire in others.

About the author.

Brian Webb is a 23-year entrepreneur, private investor, business & profit growth mentor, a B2B marketer, and the host of the Business Growth Show podcast.

In addition to managing a growing portfolio of businesses, Brian is the CEO of the award-winning marketing and business growth consulting agency in The Woodlands, Texas (Greater Houston Metroplex), Whatbox Digital, LLC.

You can find Brian on Apple, Google, Spotify, Pandora, iHeartRadio, and Amazon. Brian’s writings have been published and featured on NBC, ABC, CBS, FOX, and MarketWatch, and he has been approved as a Forbes Business Council member and content contributor.

You may also recognize some of Brian’s anchor clients, such as Coca-Cola, Comcast, Coldwell Banker, Entrepreneur’s Organization, Hospital Corp of America, and Karbach Brewing.

Brian has had the opportunity to speak and share the stage with business legends like Daymond John, Suzy Welch, Roland Frasier, Metta World Peace, and Jay Abraham.

Case Study

In the world of business, it’s easy to fall into routine marketing strategies. But when a Houston-based air conditioning company decided to break away from the norm, they created a unique campaign that wasn’t just about increasing sales—it was about making a genuine difference in their community.

During November and December 2023, the holiday season, rather than running conventional radio ads (e.g. Buy Now, Limited Time Sale), they launched a radio campaign inviting listeners to nominate someone in desperate need of a new air conditioning unit. By doing so, they invited the entire Houston community (7+ million people in the Greater Houston Metroplex) to become part of their mission, positioning themselves as a brand that truly cares.

The response was remarkable. Not only did they receive countless heartfelt nominations, but they also established themselves as a community-focused business. And while they followed through on their promise to give away one A/C unit to a deserving family, they also gained a list of over 1,100+ highly qualified new leads—people who could benefit from their services or share positive stories about the company’s generosity. This campaign became a powerful example of how creativity, combined with compassion, can lead to authentic growth and brand loyalty.

For businesses looking to set themselves apart, campaigns like this can provide both a unique approach to marketing and a meaningful way to connect with their communities. Here are five creative tactics that other industries can consider for similar success.

5 Unique, High-Impact Marketing Campaign Ideas You Could Use

1.) ‘Nominate Your Hero’ Free Service Campaign for Home Services

Just like the A/C company, any home services company—from electricians to plumbers—can create a campaign where community members nominate a ‘local hero’ in need. Whether it’s someone who’s done a lot for the community or a family facing hard times, offering a free or discounted service to someone nominated by the community shows empathy and aligns the brand with local values.

2.) ‘Pay It Forward’ Week for Restaurants and Cafés

Restaurants can encourage customers to ‘pay it forward’ by buying a cup of coffee, a meal, or a dessert for the next customer in line. They could then share these stories of generosity on social media, tagging those who participated. The restaurant could even match donations for local shelters or offer free meals for community members in need during the campaign, creating goodwill and engaging their audience both online and offline.

3.) The ‘Gift a Skill’ Campaign for Professional Services

Lawyers, accountants, or consultants can consider offering a free service to a selected nonprofit, small business, or individual in need, as nominated by the public. This ‘gift a skill’ campaign provides a way for service-based businesses to show their expertise while helping a community organization or individual thrive. Sharing the story of how the service helped the recipient can build trust and highlight the impact of the brand’s expertise.

4.) Holiday ‘Adopt-a-Family’ Sponsorship for Local Retail Stores

Retail stores can invite customers to contribute to an ‘Adopt-a-Family’ holiday campaign. The store could set aside a portion of sales or donations to provide gifts, groceries, or necessities to a nominated family. Engaging the community in this type of effort builds loyalty and positions the brand as a business that gives back. Social media posts can further share the impact, inviting customers into the story of community giving.

5.) ‘Community Renovation’ Project for Real Estate Agencies and Contractors

For real estate agencies, contractors, or interior designers, a ‘Community Renovation’ project could involve partnering with a local family or organization to renovate a small part of their home or business space, as nominated by the community. Documenting the renovation journey and the positive outcome not only showcases the business’s skills but also reflects a genuine commitment to improving the local area. (Think… Extreme Home Makeover)

Final Thoughts

When businesses make the leap to connect with their community in a meaningful way, they do more than generate leads—they build trust, goodwill, and lasting loyalty. These campaigns encourage businesses to look beyond the typical, sales-focused strategies and find ways to give back while engaging their audiences. Not only will your brand stand out, but you’ll be remembered as a business that truly cares.

These unique ideas can be tailored to fit any industry. By using creativity and compassion, your business can inspire customer loyalty and gain valuable new clients along the way. What unique way will you give back to your community?

About the author.

Brian Webb is a 23-year entrepreneur, private investor, business & profit growth mentor, a B2B marketer, and the host of the Business Growth Show podcast.

In addition to managing a growing portfolio of businesses, Brian is the CEO of the award-winning marketing and business growth consulting agency in The Woodlands, Texas (Greater Houston Metroplex), Whatbox Digital, LLC.

You can find Brian on Apple, Google, Spotify, Pandora, iHeartRadio, and Amazon. Brian’s writings have been published and featured on NBC, ABC, CBS, FOX, and MarketWatch, and he has been approved as a Forbes Business Council member and content contributor.

You may also recognize some of Brian’s anchor clients, such as Coca-Cola, Comcast, Coldwell Banker, Entrepreneur’s Organization, Hospital Corp of America, and Karbach Brewing.

Brian has had the opportunity to speak and share the stage with business legends like Daymond John, Suzy Welch, Roland Frasier, Metta World Peace, and Jay Abraham.

9 Account-Based Marketing Strategies To Target High-Value Businesses

Account-based marketing (ABM) is a strategy where marketing and sales teams work together to target high-value accounts rather than a broad market. Instead of casting a wide net, ABM hyper-focuses on creating personalized campaigns to land large accounts that help a company grow faster.

In today’s fast-paced digital landscape, your business must strategically select the best marketing approach to reach your target audience and drive growth. Two powerful strategies—Direct Response Marketing with PPC and Account-Based Marketing (ABM)—offer unique ways to engage your potential customers. Let’s dive into each approach, highlight their differences, and explore how to choose the right fit for your business.

Direct Response Marketing & PPC: Quick Wins, Broad Reach

Direct response marketing and PPC (Pay-Per-Click) advertising are designed to generate immediate action for your business. Whether signing up for a newsletter, downloading a resource, or purchasing your product or service, the goal is to motivate potential customers to act quickly.

• Audience Targeting: Direct response and PPC focus on a broad audience, using demographic and behavioral data to reach a wide range of potential customers. This strategy prioritizes scale and reach, often casting a wide net to maximize impressions and conversions.

• Speed and Efficiency: PPC ads appear at the top of search (user-intent) results, targeting specific keywords that attract ready-to-buy customers. With PPC, you can quickly generate traffic and conversions, making it ideal for campaigns with immediate goals, like product launches or promotions.

• Performance Metrics: Success in PPC and direct response marketing is typically measured by CTR (Click-Through Rate), CPC (Cost Per Click), conversion rates, and CPA (Cost Per Acquisition). Campaigns are optimized based on these metrics to maximize ROI, often using A/B testing to refine ads and landing pages.

However, while direct response and PPC are excellent for quicker results, they lack the depth to cultivate long-term relationships, particularly with enterprise businesses. That’s where Account-Based Marketing (ABM) comes into play.

Account-Based Marketing (ABM): Deep Engagement, High-Value Relationships

Account-based marketing takes a different approach, prioritizing quality over quantity. Instead of broad reach, ABM is laser-focused on building meaningful relationships with a select group of high-value accounts.

• Highly Targeted Approach: ABM focuses on specific accounts or companies identified as high-value targets. This approach requires a deep understanding of each account’s needs, challenges, and goals, tailoring content and messaging to address these elements. In essence, ABM treats each account like its own unique market.

• Personalization and Depth: ABM campaigns invest in personalizing outreach to individual stakeholders within a target account, fostering trust and rapport. Content is carefully curated to align with each account’s buyer’s journey, providing value at every interaction.

• Collaboration with Sales Teams: Unlike PPC, which is often marketing-led, ABM requires collaboration between marketing and sales teams. These teams can deliver a consistent experience for the target account by working together with aligned messaging and coordinated efforts.

• Success Metrics: In ABM, success is measured by engagement metrics like account penetration, revenue growth within the account, and long-term relationships. It’s a long-term strategy that values the lifetime value of a client rather than short-term conversions.

Key Differences at a Glance

Account-based marketing takes a different approach, prioritizing quality over quantity. Instead of broad reach, ABM is laser-focused on building meaningful relationships with a select group of high-value accounts.

• Highly Targeted Approach: ABM focuses on specific accounts or companies identified as high-value targets. This approach requires a deep understanding of each account’s needs, challenges, and goals, tailoring content and messaging to address these elements. In essence, ABM treats each account like its own unique market.

• Personalization and Depth: ABM campaigns invest in personalizing outreach to individual stakeholders within a target account, fostering trust and rapport. Content is carefully curated to align with each account’s buyer’s journey, providing value at every interaction.

• Collaboration with Sales Teams: Unlike PPC, which is often marketing-led, ABM requires collaboration between marketing and sales teams. These teams can deliver a consistent experience for the target account by working together with aligned messaging and coordinated efforts.

• Success Metrics: In ABM, success is measured by engagement metrics like account penetration, revenue growth within the account, and long-term relationships. It’s a long-term strategy that values the lifetime value of a client rather than short-term conversions.

Choosing The Right Approach For Your Business

While ABM is not for every business, Direct Response and PPC marketing is typically appropriate for nearly all businesses, even if ABM also makes sense.

• Use Direct Response Marketing and PPC if your primary goal is to quickly drive immediate sales or capture leads in a competitive market. This approach is ideal for businesses selling lower-cost products or services, those aiming for a high volume of sales, and businesses that require little to no education before the prospect buys. (e.g. Plumbing, Clothes, Hardware)

• Choose ABM if you’re focused on enterprise clients or high-value accounts with longer sales cycles and where a significant amount of education is typically necessary before the prospect signs a contract. ABM is effective for B2B businesses looking to nurture deep, long-term relationships with clients who can deliver substantial revenue over time.

PRO TIP: Deep account research is essential to gain a thorough understanding of each target account’s business model, pain points, industry trends, and decision-makers to tailor your approach.

9 ABM Strategies To Consider For Your Business

1.) Shock & Awe Sales Funnel

I’ve already written a LinkedIn article that comprehensively covers this strategy. However, I engineered this funnel for a few of my B2B clients that (as I’m discussing) only worked with specific industry clients. And to put that in perspective, for one particular client, there aren’t more than 1,500 businesses in the world that they’d work with. So, their need to hyper-target was essential.

You can listen below, or you could click here if you’d rather listen to episode #45 on the Business Growth Show podcast on Spotify.

2.) Personalized Outreach

Craft customized emails and content that address each account’s specific needs and challenges, showing that you understand their business.

3.) Multi-Channel Engagement

Reach out through various channels, such as email, LinkedIn, phone calls, and even direct mail, to ensure key stakeholders see and hear your message.

4.) Customized Solutions

Develop tailored proposals or offers that directly address each account’s unique needs, demonstrating the value your solution can bring to their business.

5.) Collaborative Approach

Involve critical decision-makers from the target account in co-creating solutions, fostering a sense of partnership and commitment.

6.) Content Mapping

Develop a content strategy that aligns with the buyer’s journey of each account. Provide relevant content at every stage to nurture relationships and move them closer to a decision.

7.) Executive Sponsorship

Engage senior executives from your company to contact their counterparts within the target accounts. This can help build trust and open doors to higher-level discussions.

8.) Webinars & Events

Host exclusive webinars or events tailored to the interests of your target accounts. This provides valuable insights and positions your company as an industry thought leader.

9.) LinkedIn Paid Ad Targeting

Use targeted ads on platforms like LinkedIn to reach specific individuals within your target accounts. This keeps your company top-of-mind and reinforces your messaging.

By incorporating these strategies, you could have a robust ABM approach that effectively engages and converts high-value accounts. Think of every strategy you are effectively executing, like adding another propellor or jet engine to the wings of your business, each giving you more thrust and more lift.

10.) BONUS STRATEGY: Consider GeoTargeted Paid Ads

This strategy can work well on all the major social platforms. And, the cost can be very low because you’re targeting such a small audience.

This strategy would literally be about running geo-fenced targeted ads at the specific address location of the business account you want to attract. This would work best when combined with a multi-channel strategy better than it would by itself. These ads would not be generic. These ads would be custom tailored to the business account you’re pursuing.

Here are three pro tips for running effective geotargeted ads targeting specific business locations:

1. Refine Radius Targeting: Keep your ad targeting radius tight—usually within 1-5 miles of the business location. This prevents your ads from reaching too broad an audience while ensuring you capture relevant prospects who are closely tied to that area.

2. Tailor Messaging to Location: Use location-specific language in your ad copy to show relevance, like mentioning the area name or nearby landmarks. This localized approach can help resonate more with viewers and reinforce that your business is in sync with the unique needs of that area.

3. Schedule Ads for Optimal Viewing: Run your ads during business hours and early evenings when decision-makers are most active online. Testing different schedules can help refine this further, allowing you to reach your audience when they’re most engaged and likely to interact.

Summary

Direct response marketing and PPC are powerful tools for quick wins and immediate impact. However, if your goal is long-term growth with high-value clients, Account-Based Marketing (ABM) offers a strategic path prioritizing quality engagements and meaningful relationships.

The choice ultimately depends on your business goals, client base, and desired outcomes—but blending these two approaches can also bring exceptional results for brands ready to leverage both strengths.

About the author.

Brian Webb is a 23-year entrepreneur, private investor, business & profit growth mentor, a B2B marketer, and the host of the Business Growth Show podcast.

In addition to managing a growing portfolio of businesses, Brian is the CEO of the award-winning marketing and business growth consulting agency in The Woodlands, Texas (Greater Houston Metroplex), Whatbox Digital, LLC.

You can find Brian on Apple, Google, Spotify, Pandora, iHeartRadio, and Amazon. Brian’s writings have been published and featured on NBC, ABC, CBS, FOX, and MarketWatch, and he has been approved as a Forbes Business Council member and content contributor.

You may also recognize some of Brian’s anchor clients, such as Coca-Cola, Comcast, Coldwell Banker, Entrepreneur’s Organization, Hospital Corp of America, and Karbach Brewing.

Brian has had the opportunity to speak and share the stage with business legends like Daymond John, Suzy Welch, Roland Frasier, Metta World Peace, and Jay Abraham.