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

19 years ago today, a stranger offered to take our photo right after we got engaged.

This is hands down one of my favorite pictures of all time.
The random dog in the background? Chef's kiss. 

Could I edit him out in about two seconds now? 
Sure. But why would I mess with perfection?

Becca Quimby Liberman

Fractional Marketing Strategist | I help growing brands get seen, get trusted, and get chosen.

Elder millennials, I need you to hear me: you can throw out the extra cords.

I did it. The tangled mystery pile. The USB cables for devices I haven't owned since 2014. Gone.

Did I still feel guilty? Obviously. But I'm growing as a person.

This is your sign. Let the cord graveyard go.

I was about to give JetBlue a lot more of my money.

Loyal customer. Credit card. Points. They're my default airline. I was consolidating several upcoming trips onto JetBlue Travel, hotels, the whole thing.

Step 2 of checkout, the hotel price changed. And not in my favor. 

I thought it was a glitch. Went back through. It happened four times. The price kept changing the further I got into checkout.

I reached out to their team. Turns out it's intentional. Dynamic pricing that can include mid-cart price changes. Not a bug at all.

In one checkout session, they took years of loyalty and set it on fire.

The funny thing about trust: it doesn't erode from one big betrayal. It collapses in the moment you realize the relationship was never equal. I was bringing loyalty. They were bringing an algorithm calibrated to how badly I seem to want something. 

Their competitor had the same price without changing it as I was checking out. Wonder who is getting my $$ now.

Dynamic pricing is spreading. We're going to see a lot of it.

Every brand doing it should know: customers remember the moment they feel burned. They tell people. And they quietly stop being loyal.

Trust is so hard to gain, and so dang easy to lose.

Some new faces around here lately, so figured I'd reintroduce myself.

I'm Becca, a marketing strategy nerd, a proud working mom, and someone who's actively trying to figure out what healthy balance actually looks like.

I spent 20 years in marketing — half in agencies, half in-house — working with brands of all sizes. The thing that's always kept me hooked is figuring out what makes people tick. What builds trust. What turns a customer into someone who sticks around.

Now I work as a fractional marketing strategist, helping growing companies (usually in that $2M-$30M range) get unstuck. Not by piling on more tactics, but by getting really clear on what's actually going to move the needle.

If you're here because you're tired of marketing that feels like a hamster wheel, or because you appreciate someone being honest about the juggle,  you're in the right place.

Nice to meet you. Or re-meet you. 👋

There's a lot of content out there about going fractional that makes it sound like a carefully planned pivot to freedom. Full of rainbows and unicorns, all upside.

Mine wasn't that.

I spent 20 years as an in-house and agency marketer. I genuinely thought I'd always work for a company. I loved being part of a team, developing people, having a place to belong.

But somewhere in my 30s, I started watching a pattern repeat: women I deeply admired, the ones who were exceptional at their jobs AND exceptional mothers, hitting 40 and getting swept up in layoffs. Over and over. And I didn't want that to be me.

A few months after my 40th birthday, it was me anyway.

I was laid off, burnt out, beaten down, with two elementary-schoolers and two parents going through cancer treatments at the same time. I started interviewing because, a girls got bills. But I couldn't fake the excitement. 

My life needed flexibility that no corporate environment (I'd been in) could give me. Not because I wasn't willing to work hard. I was. I just needed to work around appointments and school pickups and the reality of what my life actually looked like right then.

So I gave myself six months to figure out if I could make it work on my own. I was lucky. Clients came quickly. I've built a mix of ongoing retainer work and projects, which gives me a rhythm I really like: retainers let me go deep, projects keep me curious. My brain thrives with both.

Is it perfect? No.

But I get to do work that's aligned with my values. I get to be present for my kids. I get to decide what "a full load" means on any given week.

Will I ever go back to corporate? No clue, no plans to, but never say never. There are things I miss about being part of a team every day. And lots of parts I don't miss (office politics anyone).

What I do know: I needed this season. I am grateful for this season. And I'm not ashamed of that.

If you're in a similar place and tired of the 🦄 stories, I hope this one is useful.



📷 fake spring #2 this season

My 10-year-old asked me to train him for track.
He wants to make his middle school team....tryouts are March 2027.

He's already tracking his box jump height and asking me to time reps after school. The kid has a 12-month training plan and he hasn't started 6th grade yet 🤣 .

He didn't ask if I was ready. He didn't care that I haven't worked out consistently since before COVID. He just knows his mom was fast once and he has a goal.

I ran five years of varsity track. Ran at Penn State. 
I was doing TRX at 38 weeks pregnant. Then two kids, a pandemic, and five years of "I'll get back to it."

But my son didn't give me an opening to keep making excuses. He just needed me to show up.

He had faith in my abilities even when I didn't.

So now I'm out here doing box jumps at 42.  Because my son conquered 24 inches, then 30 in his first session, and I wasn't about to let a 10-year-old show me up.

Apparently the competitiveness doesn't leave. It just waits. Now the race is on to see who gets to 36 inches first (my money is on him).

PS: Proof that mom was, in fact, fast once. Questionable fashion choices and all.

Okay I'm fully becoming the Olympics fan girl account right now and I regret nothing.

If you need a feel-good story today, go watch Elana Meyers Taylor OLY win her first Olympic gold.

She went into this week as the most decorated Black winter Olympian in history. Five Olympic medals in bobsled. Mom of two. 41 years old. Disability parenting advocate.

The one thing that had eluded her? Olympic gold.

She won it this week.

And the moment that absolutely wrecked me wasn't the run. It was right after. Watching her celebrate and seeing the first people she hugged weren't her teammates or her coaches.

It was her nanny and her kids.

She had a note on her hand for them. She was signing to them.

A 41-year-old working mom, newly minted Olympic Champ, signing to her kids, thanking the village that made it possible.

I'm not okay. In the best way.
Go watch the video. You're welcome.

BRB crying. 

https://lnkd.in/esDmn-3Y

Things I will never take for granted

- Clients who don't mind if a kid walks by on days school is closed
- The ability to move my schedule around when life happens
- Other fractionals/freelancer/solos who are always down to lend an ear

I thought fancy titles and 'sexy work' was what would drives me.

Nope, it's this.

Daylight savings + foggy morning = extra emotional support drinks required.

The girl who swore "no food in my car, EVER" now serves dinner on a real plate at 4pm in the backseat.

Sports parents, IYKYK.

That's my daughter eating a chicken sandwich off actual dinnerware somewhere between dance squad practice and swim team. The sports evening shuffle is undefeated.

I used to have rules. Meals at the table. No crumbs in the car. A whole system.
Then life happened.

But you know what? She still got a home-cooked {microwaved} meal. On a real plate. It just didn't look the way I pictured it.

You can build the perfect plan. You can have every system in place. But at some point, reality hands you a chicken sandwich and says "figure it out."

Same deal at work. 
The plan matters less than your ability to adapt it. 
The outcome matters more than how you pictured getting there.

Keep the real plate. Let go of the table.

What's a rigid rule you're throwing out this year? I've obviously thrown out a few 😆

Had this conversation three times this month.
CEO thinks they need better ads. Or a new channel. Or both.

We dig in. Same thing almost every time: the foundation isn't there.
Visibility. Credibility. Trust.

Get those right. Growth takes care of itself.

Growth is the outcome of these 3 things

When I was in elementary school, my bedroom walls were covered in Got Milk and Absolut ads.

I used to rip interesting ads out of magazines and collect them under my bed. Shout out to the talking Twix ad from the mid-90s that shouted “2 for me, none for you.” That one lived rent-free in my brain for years.

I didn’t know it then, but that’s when my obsession with what makes people tick started. Why does this ad make me feel something and that one doesn’t? Why do I remember this and forget everything else?

That obsession followed me through school, degree in advertising and psychology. Then into my career through agency roles and marketing strategy work. And now into the work I do every day with CEOs of growing companies trying to figure out why their marketing isn’t landing.

The answer is almost always the same: trust. 
Or more specifically, the lack of it.

Your customers aren’t making decisions based on your features or your funnel. 

They’re deciding whether they trust you enough to hand over their hard-earned money. Everything else is noise.

I’ve decided to channel this weird obsession into a newsletter. It’s called Trust Issues.

Every few weeks I dig into what builds trust, what breaks it, and why most marketing does more of the latter than companies realize.

First edition is live: “The Most Expensive Content Is the Kind Nobody Believes.” Smash that button if nerdy content like this is your thing.

Trust Issues | Edition 1 The Most Expensive Content Is the Kind Nobody Believes A CEO I work with recently asked me a version of a question I'm hearin

Open article: The Most Expensive Content Is the Kind Nobody Believes by Becca Quimby Liberman • 4 min read

The Most Expensive Content Is the Kind Nobody Believes

My 10-year-old and I spent the weekend watching Olympians do absolutely insane jumps and other miraculous things. 

His reaction most of the time: "That's totally AI." Instant suspicion that what he was watching wasn't real.

Which, fair. He's grown up in a world where impressive things on screens are usually manufactured. 

His brain is just doing what we trained it to do.
But, if a kid can't trust his own eyes watching the actual Olympics, what chance does your brand have?

We're flooding the internet with AI content and hyper-polished ads All of it designed to look impressive. Little of it designed to actually earn trust.

Now audiences, including the kids who'll be buying from you in a few years, are leading with suspicion. 

That's just the default now.

That's actually good news if you're willing to do the unsexy work. When everyone looks fake, being real is a competitive advantage.

Not perfectly branded. Not algorithmically optimized. Just genuinely, provably trustworthy. Real customers. Real results. Real humans behind the work.

Your next campaign isn't going to save you. But building something people actually believe in? That compounds.

Start there.

That feeling when the spring activity schedules drop.
Every March, without fail, I am shocked.
Ten years of working mom experience. Zero immunity to the calendar avalanche.

Actual footage of me after surviving another day of asynchronous learning + work + solo parenting.

Poor Marge never stood a chance on tween crocs.

Would you trust a stranger in a Facebook group with your ticket money?

I did. Didn't even hesitate.

My family is obsessed with the Savannah Bananas. I will be spending my wedding anniversary watching them at Yankee Stadium next month (that level of fan).

So when I needed to sell some fan club tickets, I posted them in the group, a stranger sent me money, and that was that.

I would not have done that for any other brand on the planet.

That's not loyalty. That's trust. And how they built it restored my faith in customer-first marketing that is also driving an amazing business.

New edition of Trust Issues is live. I wrote about:

→ Why trust is a buffer for imperfection
→ The decisions behind a $500M brand with no ads, no upsells, and no outside investors
→ What a friction audit is and why your company needs one this week

This one's personal. And if you doubt my fandom, scroll to the bottom of the article.

Trust Issues — Edition 2 Would you trust a stranger in a Facebook group with your ticket money? Normally, that’s a hell no. You don’t know this person

Open article: Would You Trust a Stranger in a Facebook Group With Your Ticket Money? by Becca Quimby Liberman • 9 min read

Would You Trust a Stranger in a Facebook Group With Your Ticket Money?

"Mommy. You don't think I can do it?"

She was five. It was her first swim meet. And she caught every word of a conversation she wasn't supposed to hear.

Her coaches had put her in four races. Including the 50 free. Two laps. For a five year old. I'd already decided it was too much. Too soon. She'd panic.

So I pulled her before she ever touched the water.

She was right. I hadn't asked her. I hadn't even considered that she might want to try. I was so busy protecting her from fear that I took away her shot at something.
 
Next meet, she did the race. She was scared. She cried a little. She did it anyway (her choice).

She was more than fine.

Fast forward to this year. First time in butterfly. At 6. She cried. I offered to pull her. She said no, Mom, I can do it.

I told her she would 100% get disqualified, so just have fun. She did not DQ.  The look of pride on her face, priceless.

Proving mama wrong every single day.

It's easy to pre-edit the hard stuff. 

To pull the uncomfortable recommendation before it even gets on the table. To assume someone isn't ready for a difficult truth.

Sometimes the most helpful thing you can do is trust that the person across from you is braver than you think.



Have you ever caught yourself protecting someone...unnecessarily?

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Joe Garrison

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