Most agencies lead with a sales pitch—we lead with a directory. The idea is this: make the directory the first place someone sees, and keep the agency pitch for later. That sounds small, but when we explain how it works, it changes how we start conversations with business owners. Below we share how we run this system, why it works, and how we build trust before we offer agency services.
Table of Contents
Why we make the directory the front door
We treat the directory as the tip of the spear. It is the first thing a contractor sees when we reach out. We use the directory to start cold outreach. That means the very first message a contractor gets is about a listing, not a sales pitch.
When people hear “marketing agency,” many of them shut down. They expect a pushy sales call. That makes it hard to start a real talk. But when we start by confirming a listing for a directory, the message feels helpful. It does not feel like a pitch. That opens the door to real conversation.
Push vs pull marketing: where we focus now
There are two ways to get clients: pull and push. Pull marketing means people come to you. They already know they want help, so they search and find your agency. Push marketing is when you go to them. You reach out and start the talk.
For us, right now, push works better. We do a lot of outbound work. Most of our new contacts come from outreach, not people searching for our agency. That means the directory is more useful than the agency site as the first touch.
Think of it like fishing. Pull marketing is sitting with a rod and waiting for a fish to bite. Push marketing is casting a net. The net catches more fish fast when the crowd doesn’t already know what they need.
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How we talk to contractors: the directory approach
Our outreach script is simple and low-pressure. We say we are confirming contact info for a directory listing. We do not say we are an SEO company or a marketing agency. We keep the message narrow and practical. This reduces pushback.
There are several touch points before we ever bring up agency services. First, we send the initial email as the directory. That email asks simple questions about the business and contact info. If they reply, we build rapport. We keep the focus on getting their listing live.
Once the listing is ready, we ask for a short call. We call this the listing delivery call. That call is where we hand over the listing and explain what we did. It is also where the sales conversation can start — but only after we have done real work and delivered something useful.
Booking the listing delivery call: the start of the sales conversation
We time the pitch. We never start selling on the first message. Instead, we deliver the listing and then ask for a call. That call is very different because by then we have done something for them. They have seen our work. They have communicated with us. They know we can deliver.
On the call we are transparent. We explain how the directory feeds into our agency. We answer questions like “Why would you do this for free?” and “How do you make money?” We are clear: the directory brings us new leads and opens the door for services later. We let them decide if they want more help.
Transparency wins trust
We found that being straightforward works best. Many business owners respect straight talk. We say, “We run a directory. We also run a marketing agency. We use the directory to find businesses who might want help.” That honesty removes the feeling of being tricked.
Yes, it is a kind of bait-and-switch, but we do it in a fair way. We give real help first. We are not pushy. We do not jump into a hard sell. That keeps most prospects comfortable and willing to talk.
Automated podcast and content engines
We also build content systems that feed the same strategy. We are setting up a podcast and a marketing blog tied to the directory brand. For example, we made podcast.treecarehq and marketing.treecarehq as places to publish audio and written content.
We used a done-for-you AI podcast setup to get things rolling fast. We bought a setup service to speed up testing. The podcast and blog become content engines. They let us practice pull marketing too. Over time, more people will find us because of content, not just outreach.
We plan to use AI to syndicate content into many formats and platforms. That means one piece of content can become a blog post, a podcast episode, social clips, and more. The directory will link to these content pages. That makes the directory a hub for both listings and marketing content.
How the directory and content link together
When a contractor searches our brand, they find the directory first. From there, they can click to the podcast or the marketing blog. That means our directory is not separate from our agency. It is the front page of a larger content network.
We will add menu items to the directory for “Marketing” and “Podcast.” This keeps everything tied to the brand. The directory starts the conversation, and the blog and podcast show our expertise. When someone is ready, they can move from the directory listing to the marketing content and then to a service call.
Monetization: how this brings agency work
The directory itself is a lead magnet. It brings contacts into our world. Once we have a live listing and a conversation, we can offer more services. We do not push; we listen. We say we can help with websites, Google profiles, ads, or SEO if they want it.
We do not use words like “upsell” when we talk to prospects. We describe options and show the value. Many business owners have weak online presence or bad vendors. They are glad to talk when they see a real improvement from the listing work.
So the directory does two things: it gives the business owner a free benefit, and it gives us a chance to show our work. That keeps the door open for future paid work. Sometimes that work starts right away. Other times it starts months later. That is fine.
Step-by-step process we use
- Find a target business in the niche we serve.
- Send a short email from the directory brand asking to confirm contact info.
- Get replies and build rapport. Keep the talk helpful and simple.
- Publish the directory listing and notify the contact.
- Book a listing delivery call to walk them through the listing.
- On the call, be transparent about our agency and offer further help if they want it.
- Follow up gently. Keep providing useful info and content.
Common objections and our answers
We hear a few common worries. Here are short answers we use when talking to owners.
Will the directory confuse my brand with the agency?
No. We use the directory as the first touch. The agency becomes known after we deliver the listing and build trust. Most people prefer a helpful first contact over an immediate sales pitch.
Won’t people search for our agency instead?
Some will. But that group is small. Most business owners do not search for an agency first. The directory reaches a much larger group through outreach and listings.
Is this dishonest?
We are honest. We say we run both a directory and an agency. We are open about how the process works. The first contact is helpful and low-pressure. The pitch comes later, after we have delivered something.
Do we get pushback?
Very rarely. Because we keep things direct and respectful, most owners respond well. If they do not like it, they will say so. We move on and help someone who wants the help.
Tools and testing
We test fast and keep things simple. For the podcast, we tried a ready-made setup to speed things up. We used a paid service to see how automated podcasting works. That let us learn quickly and build a content plan.
We also use WordPress for the blog. We do not spend hours styling the site. If someone else can make it look good, we hire them. Our focus is on content and outreach, not on perfect design.
How we talk to people on calls
On the listing delivery call we are direct and clear. We explain what we did and why. We show the listing live. Then we ask if they want help to get more customers. We let the business owner lead the decision.
We avoid jargon. We do not call it “SEO gobbledygook.” We say things in plain language. Business owners in trades like tree care are direct people. They appreciate straight talk.
FAQ
Q: Will the directory hurt SEO for the agency site?
A: No. The directory is a separate front door. It brings contacts in. Over time, content from the podcast and blog will help SEO for the whole brand.
Q: How many emails do we need to send to get a reply?
A: It varies. We often get replies from one or two emails. The key is to keep the message simple and helpful about the listing.
Q: Can this work for other niches beyond tree services?
A: Yes. The method works for any local service niche. The message should be tailored to the business type.
Q: Do we need a big budget to build the podcast and blog?
A: No. You can start small. Use one podcast episode and a few blog posts. Over time, scale up with AI syndication and repurposing.
Q: How do we avoid being salesy?
A: Give something useful first. Be transparent. Build rapport. Offer services only after delivering value and having a real conversation.
Conclusion
We use the directory as the first touch. It lets us start helpful conversations instead of hard sells. Then we use a content plan — a podcast and a blog — to build pull marketing as we grow. We stay honest and direct. That wins respect from business owners.
This mix of push and pull lets us reach more people and open doors for agency work. The directory brings the lead; the content keeps them interested; and the call turns helpful work into a possible paid engagement. That is how we turn a small listing into a long-term relationship.