Marketing • Business Tips • 37 minutes

The Neuroscience of Branding: How to Sell an Externally Triggered ‘Grudge Purchase’

August 8, 2023

Episode Overview

There’s no way to predict when homeowners will need trade services–but most experts agree it’s always smart to advertise.

Wizard of Ads partner Ryan Chute says an awareness of neuroscience in branding can help you create a story that builds empathy. And that empathy will stick in potential customers’ minds when a home-services issue does arise.

Chute relishes the challenge of marketing residential home-services companies.

“I think it's the hardest marketing to do, mainly because it's an externally triggered grudge purchase,” he says. “It's not like selling Lululemon pants.”

How does science play into the equation?

“The neuroscience of branding is really just the biology of retention and recall in marketing,” Chute says. 

One of the secrets to creating brand awareness that sticks out in the crowd is to convey your ability to share and understand customers’ feelings.

If we can demonstrate empathy, if we can demonstrate competence, and if we can deliver on convenience, then we're able to shine as bright as the rest,” Chute says.

Wizard of Ads has 40 years of experience as a national firm that can also leverage its buying power for small, individual businesses.

“You don't necessarily need to get your ad in front of the ideal candidate,” Chute says. “You just need to get it in front of a whole bunch of people for a shockingly low amount of money.”

That’s a memorable message.

Ryan Chute recently joined ServiceTitan’s Jackie Aubel as part of Season 8 of the “Toolbox for the Trades” podcast, which included Chute’s thoughts on:

  • (3:44) Why home services is such a challenging industry to market 

  • (6:16) The neuroscience behind successful brand storytelling

  • (18:27) The “magic” behind ad spend in local markets

  • (25:40) An example of a wildly successful ad campaign 

  • (32:52) Helpful tips from expert Roy H. Williams

To hear more stories from the trades, subscribe to Toolbox for the Trades on Apple Podcasts, Spotify, our website, or anywhere you get podcasts.

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About ServiceTitan

ServiceTitan is a comprehensive software solution built specifically to help home service companies streamline their operations, boost revenue, and substantially elevate the trajectory of their business.

Our comprehensive, cloud-based platform is used by thousands of electrical, HVAC, plumbing, garage door, and chimney sweep shops across the country—and has increased their revenue by an average of 25% in just their first year with us.

Ready to learn more about what ServiceTitan can do for your business?

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About the Show

Toolbox for the Trades is a podcast where top service professionals share the tips, tricks, and tactics they use to succeed in their industry. Hosted by Jackie Aubel, this podcast is brought to you by ServiceTitan—the leading home and commercial field service software.

Episodes will feature stories and strategies to help contractors grow and scale their service business.

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