#467 The (often missed) First Step to ANY Marketing Strategy

Contractor Growth Network

In this episode of the Contractor Growth Network podcast, Logan Shinholser and Aaron Horner take you back to the foundation of all successful marketing: understanding your ideal client and crafting a unique selling proposition. Building on the six-step framework from episode #466, they explain why these first two steps matter most—and how getting them wrong can make every marketing dollar less effective.

Episode Breakdown

00:00 – Why Ideal Client & USP Come First Why every strategy starts with clarity on who you serve and what you uniquely offer.

06:13 – Balancing Aspirational vs. Current Clients Why you can’t skip straight to high-end dream projects, and how small wins build your reputation and portfolio

15:42 – The Questions You Should Ask What to ask clients (and your team) to uncover patterns, motivations, and pain points.

27:11 – Bright Spots and Proof Points How to capture what clients loved most and turn that into marketable proof.

46:28 – Turning Fears into Marketing Messages Translating client concerns about design, budget, or timeline into trust-building content.