Control Your Business Narrative
I woke up one morning, took a sip of my coffee, and realized I had a problem.
Actually, it wasn’t a "problem" in the traditional sense—like a van breaking down or a pipe bursting. It was a perception problem. I started seeing posts in online groups and hearing whispers through the grapevine that Mammoth Marketing—my company—had a four-month waitlist. People were saying, "Hey, don’t even bother calling Tyler’s crew for a logo or a van wrap right now; they’re backed up until next season."
Now, here’s the kicker: at one point, that was true. We were slammed. But like any business owner who wants to actually grow, I didn’t just sit on my hands. We hired, we trained, and we scaled. We killed that waitlist months ago.
But the market didn't know that. A false narrative had taken root by pure circumstance. Nobody was being malicious; no competitor was out there twirling a mustache and spreading rumors. It just... happened. And right then, I had to make a choice that every business owner eventually faces: Do I let the market define me, or do I take the wheel?
The Danger of Being a Victim of Circumstance
In my world, and especially in the plumbing world, I see a lot of "defeatist" attitudes. You talk to a guy and he says, "Well, Tyler, them’s the brakes. The phone just isn't ringing," or "Everyone thinks I'm the expensive guy, so I guess I'll just wait for that to change."
That is a dangerous way to live. When you take whatever the market gives you, you aren't a business owner; you’re a victim of circumstance. You’re letting the "vibe" of the local community dictate whether you can feed your family or level up your lifestyle.
Waiting for a false narrative to "shake out" via word-of-mouth is like trying to empty a swimming pool with a teaspoon. It’s slow, it’s agonizing, and meanwhile, you’re still paying overhead. I’m paying a talented team of designers and installers right now. I don't have time to wait for a few "trickle-in" clients to tell their buddies that we’re actually available. I need to control the business narrative today.
Proactive vs. Reactive: The Advertising Edge
One of the greatest powers of marketing is the ability to be proactive instead of reactive.
I could have sat back and hoped people noticed we were faster now. Instead, I took the bull by the horns. I decided to use advertising to craft the reality I wanted people to see. Advertising is the most consistently reliable way to force-feed the market the truth about your company.
I didn't just want people to think we were available; I wanted them to know it with absolute certainty. Here’s exactly how I tackled it—and how you can too.
The "No Waitlist" Strategy
I kept it simple. I didn't need a Hollywood production; I needed the truth, delivered fast.
The Content: I filmed a short reel explaining the situation—basically what I’m telling you now. "Hey, I woke up, realized people thought we were full, and I’m here to tell you we aren't."
The Creative: I built three specific ads designed to dispel the myth.
The Headlines: I went bold. I used things like "No Waitlist: Get Started Today" and "Become the Market's Favorite Plumber." I didn't just post this on my Facebook page and hope for the best. (Spoiler alert: Organic reach is a ghost town these days). I put money behind it.
The Results: Results Don't Lie (and They Don't Take Four Months)
Within two days of launching those ads, we had four new branding consultations on the books.
Think about that. In 48 hours, I went from being "the guy with the four-month waitlist" to "the guy booking jobs for this week." That’s the power of controlling the narrative.
And I’m not stopping there. Those ads are still simmering. In marketing, you don't just "fix" a problem and walk away. It’s a flow. I’m watching the data, checking the lull, and ensuring our conversion rates stay healthy. I’ll eventually swap the creative out for something better because the only way to beat your old ads is to keep running new ones.
The $60-a-Day Transformation
A lot of you in the home services crowd—plumbers, HVAC techs, electricians—have been burned by "lead gen" companies. You got used to just buying a lead and forgot that the market needs to simmer with who you are.
People underestimate the sheer volume of eyeballs you need to change a perception. If I had spent my day commenting on every Facebook post I saw, I might have reached 100 people and wasted six hours of my life.
With advertising, I reached thousands of people overnight. My list has about 10,000 plumbing companies on it. If I spend $6 per 1,000 impressions, I can hit my entire target market for 60 bucks. That’s less than the cost of a decent steak dinner to ensure 10,000 people know I’m ready to work.
How This Applies to Your Plumbing Business
You might not have a "waitlist" problem. But I bet you have a narrative problem you don't even know about.
Do people think you only do new construction when you actually want service calls?
Does the market think you're a "one-man-band" when you actually have five trucks ready to roll?
Are you "the expensive guy" who never explains why the quality is better?
Do people even know you offer hydro-jetting or trenchless sewer repair?
If you sit back and let the market decide what you do, don't be surprised when they call you for the wrong things. You need to be loud about who you are. If you want to be the "residential service king," your ads better scream it.
It might take three months of consistent advertising to truly shift how a city perceives your brand, but that is the essence of branding and influence. You are bringing the community together around the concept of your business.
Stop Taking What the World Gives You
You have more power in your hands than you realize. Whether it's through Facebook retargeting, hitting your email list, or running bold new creative, you can shift your business trajectory in a weekend.
Don't be a victim of what people "think" they know about you. If the narrative isn't serving your bank account or your family, change the narrative. Be bold, be proactive, and for heaven's sake, don't be afraid to put a few bucks behind the truth.
Ready to take control?
If you’re tired of being a victim of circumstance and want to see what your plumbing business could look like with a controlled narrative and a killer brand, my team at Mammoth Marketing for Plumbers is here to help. We live for van wraps, logos, and high-level strategy that actually moves the needle.
Click here to head over to Mammoth Marketing for Plumbers to see what we do.
And if you want the Tyler Williams crew to personally take a look at your current strategy and help you figure out exactly what you need to focus on to grow your business to the next level, let’s talk.
Schedule a consultation with me at TylerWilliams.net Let’s get those trucks moving. No waitlist required (mostly).
