Stop Writing Headlines. Your Customers Already Did.
The best copy your business will ever run was said by a customer. How to mine reviews, emails, and calls…
The Playbook
Real plays for growing a local business
Plain-English strategies from the field — no jargon, no fluff, nothing you need a marketing degree to use. Read a play, run the play.
By topic
The AI That Reads the Whole Contract: Claude for Business, in Plain English
ChatGPT gets the headlines. Claude is the AI for long documents, hard writing, and plans that deserve pushback. The plain-English…
85 Days of Doing Our Own SEO: What Changed Since the 60-Day Case Study
We re-pulled every number from our own 60-day SEO case study on October 7, 2026. More searches found us. Google…
79 Days In: What Changed for a Veteran-Owned HVAC Company Since the First 45
The day-79 re-pull for a veteran-owned HVAC company: more searches on page one, fewer impressions, fewer listing clicks. Every number,…
Eight Months In: What Changed for a Wisconsin Flooring Store Since the Seven-Month Case Study
The monthly re-pull for a Wisconsin flooring store: more searches on page one, listing calls flat at 25, and September…
Two Months of the New Process: What Changed for a One-Engineer Firm
The monthly re-pull for a one-engineer structural firm: listing calls and clicks came back in September, and the main city…
Eight Months In: What Changed for a Custom Home Builder Since the Seven-Month Case Study
The eight-month re-pull for a Wisconsin custom home builder: more page-one searches and more clicks, fewer appearances and fewer listing…
Twelve Weeks In: What Changed for a Contractor Who Started From Nothing
Day 84 for a contractor who started with no website: Google shows them far more often, 14 service searches reach…
You Sent the Moving Estimate. The Next 24 Hours Decide Who Gets the Job
Almost every moving customer collects two or three estimates — which means the job is rarely won at the search.…
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