Joe Garrison

Owner

Do you run a business with several competitors in your area? HVAC, Plumber, Electrician, Restoration, etc.?

If you have clear competitors who do basically the same thing as you, it can be frustratingly hard to stand out in the market.

You can't just say, "We're better" or "We're the best." 

Quality is table stakes. 

You need to find a way to stand out, reach your ideal customers, and grow your business. Unfortunately, it is extremely hard to do that from the inside. 

You're too close to see the forest for the trees.

I help home services providers stand out and be heard so your marketing works and your business grows. 

Differentiate your business from the competition, create crystal clear and compelling messaging, and watch things start to take off. 

Schedule a free 30-minute strategy call with me today. 

We'll map out how I can help you stand out and communicate clearly, or you'll walk away with a few good tips to use on your own. Win/win!

Build trust. Earn loyalty. Unlock growth.

That's the framework I use to help growing brands create marketing that compounds.

Most companies are built on churn-and-burn tactics: chase attention, convert quickly, move on. But sustainable growth comes from relationships, not transactions.

How I help:

-Clarify positioning so customers get your value immediately
-Build content that earns trust over time
-Turn customers into advocates who sell for you
-Create systems where everything works together

I bring 20 years of experience across brand, content, product, and digital strategy. If you're ready to stop chasing the next tactic and start building something that lasts, let's talk.

Becca Liberman

One of my favorite parts of fractional work is getting to celebrate quiet milestones. The ones customers feel before they ever see a press release.

I've been working closely with the family-run team at Gelati Celeste on something their customers have been asking for, over and over.

A rewards program that actually feels like a reward.
Not points for the sake of points. 
Not hoops. 
Not "download this, jump through that."

Just a simple way to say: we see you. 
We appreciate you. 
We're glad you keep coming back.

This week, it officially launched. 🎉

I'm proud of this one because it's a reminder that good marketing isn't about more noise. It's about listening. Taking your time. And building things that make sense for the people already choosing you.

If you're in Richmond or Hampton Roads and ice cream is your love language, it's worth signing up.

And if you're a CEO wondering whether customer-centric decisions still pay off, they do. Every time. Quietly. Consistently. Deliciously.

https://lnkd.in/eGFgGA9i

Becca Quimby Liberman

Fractional Marketing Strategist | People-first Brand & GTM. Sustainable growth, not shiny objects

Snow day 2 of probably 5 this week. Here's how we're surviving (and please share your pro tips)

Two working parents. 
Kids are 6 and 10. 
School is probably not happening this week.

We've been through enough disruptions at this point (COVID lockdowns, Richmond water crisis, multiple snow weeks) to know that winging it doesn't work for us. 

Neither does pretending we can keep our normal work schedule.

So here's what we're trying:
-Clear time blocks for when the kids can do activities that require parents and when they have independent time (and yes that includes screens)
-Must-dos for the day to set expectations
-May dos to set expectations for what is on the table for the day
-Focused work for me after sledding and during free play.

Everything else squeezed into the margins between snack requests.
It's not perfect. But it's working better than having no plan or trying to do all the things at once.

Build a loose framework, communicate it clearly, then adapt as needed. 
That's the plan this week.

If you're also navigating the working-parent-plus-snow-day situation, solidarity. And if you've figured out a better system, I'm all ears.

Shoutout to all the parents prepping for 1 to a billion snow days with their kids. May your snack supply hold and your WiFi stay strong. 

I remember not too long ago how stressed I would feel today. Expected to work like I didn't have kids, like a blizzard with no childcare meant business as usual for me. 

Now? Storm takes out Monday? I'll work Tuesday instead. Take calls between sledding runs.

I'm really grateful for clients who get that life happens.

This is one of the biggest reasons I needed to go solo for this season of life. My schedule bends now. My business doesn't fall apart when life happens.

Not sexy. But really, really nice when there's a blizzard coming and I'm not panicking about coverage or PTO.

Stay safe, stock snacks, we'll get through it.

Picture of my emergency supplies that I'll probably forget I bought and hopefully not need. Snacks on snacks on snacks.

Me: complains my kids are overly competitive

Also me: The only parent to challenge their child to a race during the 5th grade science museum field trip yesterday.

This is absolutely the last year I will take the foot race title.

Forever grateful for being able to work around things like this, and that typically  too cool kid still wanted to sit with his Mom.

I had content planned for this week. It's sitting in my drafts, and it feels deeply trivial right now.

My heart is with Minnesota and with everyone navigating fear and chaos right now.

Truly can't believe this is what we've become, maybe its who we always were.

Three lies I believed before going solo:

1. "Nobody cares what I think."
Every marketing bro was selling instant growth hacks. Why would anyone listen to me?

Turns out: People dont hate authentic opinions from someone who's actually done the work. Not someone who just asked AI about it. Who knew?!

2. "I'm not worth that."
Asking people to pay me - just me, not me-as-part-of-a-company - felt terrifying and somehow illegitimate.

Turns out: People will gladly pay you if you deliver value. Full stop.

3. "It's easier to work for someone else."
Stable paychecks ARE easier. But compromising my values to get them? Constant workplace politics. That wasn't easy at all.

If you're on the fence right now, here's what I wish someone had told me:

Those fears? They're normal. 
They're also lying to you.

The clients who need exactly what you offer - your specific experience, your particular POV, your way of solving problems - they're out there right now, settling for someone who isn't you.

You don't need to have it all figured out. You just need to start.

One time in my corporate career, I gave back a $10M budget.

If you’ve ever worked in a big org, you know the rule:
Use it or lose it.

I had just stepped into a role to build a content strategy for a big multi-faceted org.
The budget was healthy.
The ideas were… very shiny.

Publisher partnerships. Big placements. All the “look at us” stuff.

Then I got under the hood.

Two problems jumped out fast:

1) We couldn’t measure impact in any meaningful way.
2) What we planned to spend money on didn’t map to how the product actually drove value.

Translation: we were about to light money on fire.

So I did the thing you’re not supposed to do.
I said: we’re not spending this. Not yet.

We built the foundation first.
Analytics. Conversion tracking. A real view of how content influenced buying decisions over time.

While that infrastructure was going in, we analyzed historical content:
What people touched before they converted.
What actually mattered.
What didn’t.

The result?
We 4X’d conversions from content without spending a dollar of that budget.

And when it was time to invest?
We knew exactly where to put the money and why.

This experience rewired how I think about marketing.
Budget doesn’t create effectiveness.
Clarity does.

Sometimes the bravest move isn’t spending more.
It’s slowing down long enough to build something that works.

Entering week 2 of snow days.

Here's what I'm not doing:
-Anything that isn't mission critical
-Feeling guilty about it

Because sometimes "strategic priorities" means "keep the business running and the kids alive."

And that's enough.

That first day of a routine after 2 weeks of being unclear what day it is.

Most marketing advice for 2026 will tell you to chase the next channel, the next trend, the next hack. Here's what I'd do instead if you want to attract long-term customers, not just vanity metrics:

𝟭. 𝗔 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝘃𝗼𝗶𝗰𝗲 𝗮𝘂𝗱𝗶𝘁 𝘁𝗵𝗮𝘁 𝗯𝗲𝗰𝗼𝗺𝗲𝘀 𝘆𝗼𝘂𝗿 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗳𝗶𝗹𝘁𝗲𝗿.
Interview 10 customers about why they chose you, what almost stopped them, and what they tell others. Every marketing choice gets filtered through: "Does this speak to what our customers actually care about?"

𝟮. 𝗘𝗺𝗽𝗹𝗼𝘆𝗲𝗲-𝗹𝗲𝗱 𝗰𝗼𝗻𝘁𝗲𝗻𝘁. 𝗬𝗼𝘂𝗿 𝗽𝗲𝗼𝗽𝗹𝗲 𝗮𝗿𝗲 𝘆𝗼𝘂𝗿 𝗯𝗲𝘀𝘁 𝗮𝗱𝘃𝗼𝗰𝗮𝘁𝗲𝘀.
Small companies: Founder-led, 2x a week minimum. Show your thinking, share real challenges. Honest over polished.

Larger companies: Don't just give permission, celebrate it. Recognize employee content internally, provide toolkits and templates, amplify what they create. When your team shares authentic insights, prospects see proof you practice what you preach. And please, don't make people use pre-approved canned content. The lack of authenticity will backfire.

𝟯. 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗰 𝗰𝗼𝗻𝘁𝗲𝗻𝘁 𝘁𝗵𝗮𝘁 𝗮𝗻𝘀𝘄𝗲𝗿𝘀 𝘁𝗵𝗲 𝗾𝘂𝗲𝘀𝘁𝗶𝗼𝗻𝘀 𝗸𝗲𝗲𝗽𝗶𝗻𝗴 𝘆𝗼𝘂𝗿 𝗯𝘂𝘆𝗲𝗿𝘀 𝘀𝘁𝘂𝗰𝗸.
Write for the actual decisions your customers are making. Practical. Specific. Helpful even if they never buy from you. 95% of your buyers aren't ready today, help them now so they remember you when they are.

𝟰. 𝗔 𝗿𝗲𝗳𝗲𝗿𝗿𝗮𝗹 𝘀𝘆𝘀𝘁𝗲𝗺 𝘁𝗵𝗮𝘁 𝗺𝗮𝗸𝗲𝘀 𝗮𝗱𝘃𝗼𝗰𝗮𝗰𝘆 𝗲𝗳𝗳𝗼𝗿𝘁𝗹𝗲𝘀𝘀.
"Let me know if you know anyone" is lazy. Create templates they can copy/paste, one-pagers they can forward, language that shifts from "sell my friend" to "help my friend." Offer free diagnostics instead of sales calls. Reward the behavior, not just outcomes. Check in quarterly with specific asks.

𝟱. 𝗢𝗻𝗲 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗰 𝗽𝗮𝗿𝘁𝗻𝗲𝗿𝘀𝗵𝗶𝗽 𝘁𝗵𝗮𝘁 𝗰𝗼𝗺𝗽𝗼𝘂𝗻𝗱𝘀.
Find one high-leverage relationship - a complementary service provider, a community leader, a platform where your people already gather. Build real trust there. One deep relationship beats a dozen shallow ones.

Everything builds an asset. 
Nothing relies on you showing up daily forever. 
Sustainable means it compounds.

And if you need help building marketing that compounds instead of just keeps you busy, you know where to find me.

There is nothing more terrifying than trying to move my husbands giant half built Lego to take a client call while the kids are home and making too much noise for my usual space.

that is all.

Chronic "forgets to appreciate it"-itis is real.

Symptoms include:
→ Revenue up but you're focused on the one lost deal
→ Customer sent a raving email but you're replaying the complaint from 3 months ago
→ Brushing off praise and inserting what could have been better

If you suffer from this, like I do, please take your medicine: 
Shut up and appreciate what's in front of you.

You're doing better than you think.

A bit of good news and another awful week in the US.

Founder/CEO of Moms First | Founder of Girls Who Code | Host of My So-Called Midlife

Moms, we did it!!!!!!!!

What started as the Marshall Plan for Moms in 2021 has become a pathway to universal child care in the largest school system in America.

For decades, child care was framed as a personal struggle for moms, not as a core economic issue for employers and the state. That ends today. And I am so proud of our Moms First community for changing the conversation.

New York today. The rest of the country tomorrow.

Let’s do this!!

You know you should follow up with customers after they buy, but you never do.

You're stretched thin. Building some elaborate post-purchase experience feels like one more thing you don't have time for. I get it and so does my lengthy unfinished to-do list.

But we can all be more like Kevin.

Last week I bought a mirror frame. The next morning I got this email from Kevin, the owner.

Is it automated? Probably. 
Triggered from their CRM when my order hit the system? Sure.

But it's simple. It's human. And it works.

He thanked me for choosing them. 
Explained what happens next (custom crafted in Charlotte, ships in 7 days). 
And invited me to reach out if I need anything.

Three paragraphs. One template. And now I feel like I made a good decision.

This is what building loyalty actually looks like. 

Not a 12-email drip sequence with dynamic personalization tokens. Not a referral program you don't have bandwidth to manage.

Just: "Thank you. Here's what to expect. We've got you."

Your lean team can set this up tomorrow. 
One email. One trigger. Done.

Showing appreciation doesn't have to be complicated. It just has to sound like a human wrote it.

P.S.
They said ships in 7 days, then shipped it in 1, talk about delighting customers. Unfortunately for my husband who does all the install, this project is coming early.

EMARKETER's 2026 retail trends report hyped AI's impact across the entire purchase path. Then accidentally proved human connection still wins.

Just read their report here's what stood out to me:

→ Social drives 10x more discovery than AI tools (39.2% vs 3.9%). There's a reason brands like Duolingo are paying their social leads big big bucks.
→ 79% of consumers remember in-store experiences most
→ 80% of retail sales still happen in physical stores

While everyone chases AI hacks, the real opportunity is in the fundamentals: human connection, physical experiences, direct relationships.

The brands winning in 2026 will double down on trust while everyone else is distracted.

Full breakdown here if you want to nerd out: https://lnkd.in/epVMGBtj

PS: I love MANY AI use cases for my business and my clients, but I fail to believe they will replace good old fashioned connection.

Welp ice storm 2026 has closed school all week, so RVA parents what's your guess on when these kids are going back to school?

Note to self: purchase ⛸️ before the next big storm, our street would make a killer rink this week

RVA parents when are we thinking these kids are going back to school?

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Joe Garrison

Becca Liberman

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The Battle

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Becca Liberman

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Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Becca Liberman's LinkedIn Performance

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