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.

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.