Dr. Travis Parry (00:00.712)
Hey there and welcome to another episode of the Travis Parry Show. I'm your host, Dr. Parry. Today we get to meet Annalise Vance. She is a mommy CEO, a fractional CAO, a marketing vendor, broker, human jungle gym, and podcaster. From being part of her family's family-owned business when she was 11 to 14 to now running a family-owned business with her husband, she knows exactly what it's like and emphasizes with.

With most of of what she and her husband do now, with other with other, you know, business owners out there. Anna Lise felt what a father's kids feel, or as a mom of two kids under seven years, she feels what their wife feels right now. And as the founder of Be Present Advertising, she helps fathers of family owned businesses go from feeling torn between providing either their time or money to the triumph of no longer having to choose.

Her mission is to help fathers be home and be present by taking advertising off their shoulders. So if their kids are small enough, they can be up there instead. She helps them be present online so they can focus on being present offline, guilt free. And I'll said, you know what? Even if they're not small enough to be on their shoulders, that's always fun, right? Welcome, Annalise, to the to the show.

Anneliese Vance (01:24.254)
Absolutely. Thank you, Doctor Travis. Thanks for having me.

Dr. Travis Parry (01:27.816)
Yeah, yeah. Pleasant you know, experience here to learn a more about you. We got to chat before and learn about what we do. And obviously you and I, we have a lot of alignment here of who we serve, how we serve, but I am not a CAO. I am not a marketing genius. and you know, I have some experience here, but I have a lot of questions. And I know a lot of business owners out there, they are.

Anneliese Vance (01:40.494)
Yes. We do.

Dr. Travis Parry (01:57.224)
Doing exactly this, trying to grow and scale, but they want to keep balance. And that's obviously what we help them do at Balance Growth Inc. And we're very much in line with what you're doing. So without further ado, tell us, you know, in a short and condensed version, how did you get to doing this work with your husband? And you know, what what got you into this role?

Anneliese Vance (02:21.163)
Yeah, so I am a fourth generation family owned business owner. as you heard, grew up with it.

And we talked about from when we were dating that we wanted at least one of us home with our kids. we have the the blessing of both of us being home. I was hired gosh, March 5th, 2027. It'll be 20 years into the advertising field. did that corporately for 14 years and unfortunately learned everything about how to not

help family-owned businesses. did my best in that time to do that, but their framework, as you like to say, did not work for me anymore. So when our first blessing was born, March of 2020, by the time she was eight months, we had started our company. And the end of our first year, we had two under two. So we had two 21 months apart. And

And I just took what I had done for my clients. I built up my book of business up to a $2 million book of business, had an 83% retention rate over 14 years, and carried all of that over to our business now and run a framework where we're serving family-owned businesses how they need to be served. So that's the short and condensed version, I believe.

Dr. Travis Parry (03:58.11)
I love it. Fantastic. So talk to us a little bit about what are the main problems that you see with family owned businesses, dads that are running their, you know, whether that's a construction company or you know, therapy office, like talk to us about what what are their biggest struggles with marketing?

Anneliese Vance (04:23.735)
What I generally see is a few main things. One, they're really good at their trade. they're really good at their craft. I don't think they teach marketing to them wherever they get trained. I always say unless you're nerds like us who purposely dove into figuring out Google Ads, most people

Maybe know enough at best to talk about it dangerously, but not enough to run it. so that's the first thing. the second, they're wearing a million hats, especially if they're parents. And I think you have eight kids, so I think you you get that one. there's just never a dull moment. I have to schedule in moment to breathe. And sometimes I move that scheduling block somewhere else, and our clients are very much the same. I always say we get you because we are.

you. They're generally working with people that don't get them.

that send them to an automated email box and don't answer the questions right when that's answered and I know I'm I'm jumping ahead but that's a big problem that we see. they're just not being served the way that they need to be served and they haven't met the right people until they meet us in my opinion. and they're they've got a headache, Dr. Travis. we're we're their aspirin a lot of times. They've been banging their head against the wall

Dr. Travis Parry (05:50.568)
Mm.

Anneliese Vance (05:52.772)
They know they need leads. They know they need it organized. So they either do it on their own, which can be very dangerous, or they pay someone else to do it who they're just a number and they're getting sent to a call center. And that's generally when we meet them.

Dr. Travis Parry (06:12.839)
Yeah. Yeah, there's some frustration here of doing these things on their own. they're the expert, yet, you know, marketing is not something they went to school to learn. And so yeah, they're either A trying to learn it on their own on top of everything else they're already doing. and I know there's probably a third option too. Like they've probably hired somebody maybe internally. Have you seen that where they've hired people and that person

Anneliese Vance (06:18.402)
Yeah.

Dr. Travis Parry (06:41.725)
didn't work out for whatever reason. and I found I found as a business owner, and I'll throw this out there, then you tell me, but I found as a business owner, sometimes it's like, okay, I'm hiring you. I want you to do this. but I really don't know what to expect because it's so beyond, you know, what what I I care to learn. And so there's there's a lack of countability 'cause you don't know what to follow up on and you don't know the metrics and like well, what are you gonna advertise on?

Anneliese Vance (06:44.695)
Well I'll tell

Anneliese Vance (07:03.98)
Yeah.

Dr. Travis Parry (07:11.731)
Meta, Google, YouTube, LinkedIn. Like so, yeah, I mean, that's another option. Go ahead, jump in.

Anneliese Vance (07:16.651)
Yep. Well

No, I I was just gonna say, that's a rare option that we come across just because

Unfortunately, those people, though we could be collaborators, they look at us like a threat. we actually could just take a load off their plate and they could get paid the same amount and still have a job. but a lot of people don't see it that way. but you just listed all those things. No one person should do all those things. That's a name. and that's a big problem we run into is either the business owner themselves or a marketing person.

Is doing all of that and they're not outsourcing to an expert. We just do Google Ads in-house. That is it. I have a bunch of experts that I outsource to that and I build marketing teams as a CAO, but I don't do it myself. My husband doesn't do it all. We don't try to be it all. It's just there's not enough hours in a day. It's just not gonna get done properly.

So yes, that that is the third option.

Dr. Travis Parry (08:28.423)
Yeah, that's that's the key. We we agree on that very much. So I mean, time is a limited resource. and you know, if you're not in what I call your work sweet spot, then you're doing somebody else's job that you could hire out. I I've also noticed that some people really struggle with the outsourcing if because of control reasons or because they've had a bad experience in the past with other agencies and things. So

I know we're gonna probably handle those those questions and I know those are gonna come up, but what I want to do is have you talk to us a little bit about your framework and how you might handle those objections from somebody like me or other family owned businesses that that are out there with those struggles.

Anneliese Vance (09:16.097)
Yeah, so when people come to us, the very first thing that we're gonna do is we're gonna have a conversation.

I've been told I use that word a lot, but it's probably because I have a lot of them. And we're gonna hear what's going on. we're we're gonna let them just get it all out. Tell us every horror story, every concern, just so we can hear it all. And we're gonna be really honest in that conversation if we're the best solution to help them. and it it's normally the same story. It's normally the one of the three things and really

one of the first two things. you know when you're the doctor, but my personal experience a lot of control comes from fear. and it does come from a bad experience. There is a root behind why people are afraid. And our goal by the end of that is for them to go, okay. Like I feel heard

I feel seen. one of the greatest compliments I got recently was actually from a therapist, and she said, you know, I'm not quite ready to go with you, but I felt like a human during our interaction. And that's coming from a therapist. So I was like, all right, good. so that's the first step. you know, we're gonna advise them if we're the right one, and then we're gonna get into more granular things like

Do you have the right budget? We're going to get into those questions of where is your customer, ideal customer showing up? When are they showing up? What keywords are they using to search? And the most important, Dr. Travis, is what keywords are they not?

Dr. Travis Parry (11:08.458)
Mm-hmm.

Anneliese Vance (11:08.573)
using to search. That is the biggest thing that gets missed. so by the end of that, you know, like and I'm just gonna use an insurance agency as an example.

A small family-owned business, I'm never gonna direct towards Google Ads unless they have got super dig deep pockets or some kind of inheritance because they're going up against state farms, progressives of the world, and they're not bad, they've just got really big budgets. so I'm probably so one is you really need to increase your revenue. This is pretty rare, but it is something we run into. Two, we're not the best partner, but I have a whole bunch of experts. Let me

me connect you with one of them. I actually just had that conversation today with a staffing agency. We're not a good fit for them. Yeah.

Dr. Travis Parry (11:57.396)
Sure. You're not always gonna be the best fit. Well, so I mean, really the first thing is is a budget discussion. Like, what are you willing to spend? What can you spend? You know, versus instead of like talking more about like how you interact, you know, a sales process, but talk to us about your foundation. Once you know, like, okay, here's budget. Now, what what what are the next steps in your methodology? How are you different from say,

Anneliese Vance (12:05.431)
Yes, yes.

Dr. Travis Parry (12:26.194)
If I went and hired somebody to do meta ads or YouTube or, you know, whatever else, talk to us about that methodology.

Anneliese Vance (12:32.993)
Yeah, so our methodology is a couple things. One, we don't have contracts because we believe that if we aren't contributing to your bottom line and your ROI, we don't belong in your plan.

But it is gonna take three, sometimes six months to get the ball rolling. And so we wanna come up with a budget that is sustainable while that buildup is happening. we also were not gonna go after the biggest budget, send you over to autopilot, and hope you don't complain and we can keep taking your money. That's not our goal. so we're gonna meet you where you're at. generally we come in.

Way under what other people are coming in because we're going to come up with a strategy and those things that I listed before, the geographies, the time frame, and the keywords that's maybe smaller than where they want to start, but it's a comfortable starting place. And then we're gonna grow from the profits. That is our strategy. So we're gonna map that out to the customer what to expect every step along the way.

they're gonna know this is what to expect and then that's gonna happen and it's gonna match in their brain. this is what they said was gonna happen. And if we're not a good fit, we're gonna let them know before they let us know, just to keep that trust built. So I'll pause there.

Dr. Travis Parry (14:09.598)
Once you figure out the budget, you figure out the location, right? You're figuring out, okay, this is a small enough kind of a test and get started. Great, great, great. Now you're there. You've got those two in place. What's what's the method that you use with with the Google ads? How how do you target these people? What is it that you guys are actually gonna do for the client to help them get get more clients coming in?

Anneliese Vance (14:37.121)
Yeah, so we're gonna be asking them, what are your most profitable jobs? what jobs do you want to do?

jobs don't you want to do. And we're gonna build a campaign. We do it it we call it our done for you Google ads. So I always say people can be as involved or uninvolved as they want. They can give input or they can go on a three-month vacation while leads are coming in and people are answering their phones, right? That's always the ideal situation.

Same with geographies, same with time frame. And then Dr. Travis, over time, there's going to be data that's going to accumulate. and if I'm getting too granular, stop me. But you know, what audiences are they showing up for? Like if their demographic really isn't 18 to 24, we're gonna turn that off. If they're not really showing up during a certain time frame that maybe we thought they were gonna show up, we're gonna tweak that. we're gonna stay in touch with the customer and say what kind of calls or

Or form fills are coming in. Are they the ones you were expecting? Are they the ones that you want? And then we're going to figure out if there's a keyword that is contributing to what they don't want. And we're going to make that a negative. The biggest thing we do and the biggest thing that sets us apart, and I don't want to get into jargon, but it's called a negative keyword wall. my husband, we have a four and a six-year-old, and since there's parents listening, he calls it building the fences in Jurassic Park to keep the T-Rex in check.

So that's his his story that he tells. But we're we're fine-tuning. And Google's always gonna come out with new things. I mean, with it the advent of AI, and it's not really the advent anymore, but it's what very prevalent in our lives. There's a lot of things that we're fighting against to make sure that there's a custom program that is relevant for this client to have them show up and be visible with.

Dr. Travis Parry (16:39.988)
Great. Why don't why don't you elaborate what what happens next after you've you know you've engaged, you're helping the client, they're building out these ads. Like talk to us about the formula behind, you know, what what are the ads look like? What are what do you how do you design this for family owned business owners? You know, what what what sets you apart from just going online and having Claude say, okay, spit out a whole bunch of content.

And put it on Google Ads for me and test it.

Anneliese Vance (17:13.026)
Yeah, I would say it's the very deep, detailed conversations that we're having with them. We're not just finding out that they're an HVAC company in I don't know, Dallas, Texas. we're figuring out the suburbs that they want to go into. We are finding out the words that aren't just HVAC related.

We are again what's the age of their clients? and then we're gonna you can't be in full control of everything that shows up with Google because some of it is keyword-based, but if we're targeting a mom who's 35 to 30 or 44 who has kids and we're doing a carpet cleaning and you know, maybe they just spilled wine,

you know, we're gonna try and put that up in the tagline so they can go, that's me. and we're gonna know what time of day that they're showing up and what time they're not. we're gonna clear the clutter and not waste their budget. So am I getting closer to what you were were looking for?

Dr. Travis Parry (18:33.16)
Yeah, that that's helpful. You do a lot of testing. You know, Google is all is all built in keywords, right? It's all built built on SEO. so from my understanding, like using the advertising is just really helping them connect with their searches with, you know, placement, right? So you you're built up in the placement. and I know, you know, some people know about Google ads, some people have never tried it in their life, but Google is literally everywhere. Like

Anneliese Vance (18:39.979)
Yes.

Dr. Travis Parry (19:01.074)
It's in your Gmail. It's in, it's on, it's on every, you know, browser that you have if you use Chrome, right? It's it's all over the place. so you've outlined a little bit of your formula. It's really budget location testing, and and from what I get, you know, kind of a human touch, right? Not just the AI that's out there. So those are those are really kind of your four, you know, pieces that I can see as part of your formula, which is phenomenal.

Anneliese Vance (19:01.282)
Yes.

Anneliese Vance (19:24.225)
Yes.

Dr. Travis Parry (19:29.896)
What do you think is the biggest hurdle for business owners to actually complete all four of those? Actually put those in like what is it that's holding them back from putting that entire formula into place?

Anneliese Vance (19:46.2)
That they've been burnt generally by the time that they come to us. you know, no human wants to admit, like if they were doing it themselves, that maybe they need help. I mean, that's just really hard. self-professed, you know, president of Control Freaks Anonymous over here. so I get it. you know, it but the very people, little people, right, that we want to help are gonna be helped if we ask for help.

Dr. Travis Parry (19:48.33)
Okay. Yeah.

Anneliese Vance (20:16.429)
the other I would say, you know, if they've been burnt by an agency is just okay, let me try this one more time. Let me

Let me see if this is gonna work. Okay, they said it was gonna work too. You know, I I think it's just really hitting start. And that's one of those reasons my husband always says we try to make it really easy to start with us, and if it doesn't work, really easy to end with us. Now, most of our clients don't end with us because we're the last place that they stop, just historically over the six years we've run the company. if they are leaving, it's because they've sold the company or they're so busy.

They have to posit. It's normally for positive reasons. But it's really just taking that first step, and that's why we don't have contracts.

that first month and have that the other thing I'd add I didn't it before my husband has monthly meetings with everyone live going through the campaign. we also we build it on their campaign so they own all the data so it's literally there's nothing tying them to us except results and that's how we like to work. But I'd say it's trust.

Dr. Travis Parry (21:40.68)
Yeah, wonderful. Results results driven, trust bound. A handshake is a handshake. I love that. all right. So yeah, I I think you identified something here that is really important, and that is that there's our you know, there are plenty of us who have had issues and have been burned in the past by agencies that claim one thing, maybe even guarantee something, and then they don't live up to that. So that you know, in any industry there's gonna be some kind of

you know, yellow or red flags out there that are keeping people from moving forward. And that's definitely a psychological thing. Totally. and I get that. I help business owners on the psychological aspects of growing their business. Some people won't take action because of the fears that they have, you know, real or or subconscious. So appreciate you mentioning that. What would you say is the number one thing in your formula that you guys

would we would say this is the most important, you know, there's budget, there's location, there's the human touch. you know, and I think there was one more there of testing, right? What would you say of all of those four, what's the the number one step, you know, in that process? Maybe not the first step, but the most important step of all of those.

Anneliese Vance (22:52.311)
Yes.

Anneliese Vance (23:04.287)
say it's the human touch, just especially with with what's going on today. and I'll I'll give a couple examples. we have one client he's a mover there's a company that is 40 minutes north of where he's at has almost the same identical name so we're running a campaign advertising against this other company

Dr. Travis Parry (23:06.452)
Two. Why? Drop a s yeah.

Anneliese Vance (23:33.528)
They were doing it to us, we did it back. Google's AI keeps suggesting to remove this redundant keyword, to which I say, I've told you no four years in a row, and they're not listening. So you turn that over to automation.

We also have a locksmith. He doesn't do anything related to auto. He does doors and commercial locksmith. They keep trying to add in auto stuff. So if you just just like if you turn your brain over to AI, right? It's meant to be brainstorming. It's meant to be a prompt. It's meant to help us do faster, take stuff off of our plate. but that human touch, you know, it helps overcome the trust barrier because if they stick with us, they're

gonna see we're gonna do what we say we're gonna do. If not, we're gonna make it right. We haven't been a hundred percent perfect in six years. No company is. But we're gonna be as honest as we can along the way in making it right if not. And so I think it just allows people to relax and have someone that they can count on.

Dr. Travis Parry (24:46.322)
know, this is a really great principle. We could talk about AI for hours. it it it's here. it's been on its way. And if we're not using it in some form or fashion, quite honestly, we're we're disadvantaged. Yet at the same time, like you're saying, the human touch I I think is gonna be, you know, premium for almost anything 'cause everything's AI now. I I called Delta the other day, and I'm a you know

Anneliese Vance (24:50.529)
Mm-hmm.

Dr. Travis Parry (25:15.464)
I'm a I'm a rewards member, I'm a medallion and and I and I have a specific line, you know, that I can call. And as I called them, I now have their AI. I'm like, I I get an AI. And I'm like, the reason why I called is so I could talk to an actual human because they're not understanding. Cause I already jumped on there and was asking questions in the text. I was like, hey, I need this, this, and this. I need help getting here and there. And they weren't understanding the AI wasn't understanding where I wasn't doing it right. And

Anneliese Vance (25:30.957)
Human, hmm what a concept.

Dr. Travis Parry (25:45.374)
You know, probably both. And then, you know, as I called it, I'm like, good, I can just talk to somebody because I've had that connection with people, like, yeah, we're sorry, this is why. And then they fix it. Because humans are still more, you know, intelligent than AI. Until AI becomes, you know, independent and can independently think, like we're we're still more intelligent, I think, than that. And that's a, you know, a subject for a different time. But when it comes to advertising, that's fascinating to think.

All these different prompts, all these ways to, you know, build out a campaign and for the AI to continually try and essentially self sabotage what you're doing, could be devastating.

Anneliese Vance (26:24.577)
Well, to their perspective, they're not self-sabotaging. And here's something people need to understand about Google, and I'm glad you said that. Google is a business, and Google is about making money. And Google Ads makes money when Google sells clicks. Google is not the human element behind it caring whether there's a conversion on that click and whether you made money or you just lost all of your advertising budget and didn't make an ROI.

That's why you need us. That's where we come in because we care. We get it. I always say we get you because we are you. I live it every day. and so we have a lot of empathy for our clients. And it's super important to us that they get that ROI.

Dr. Travis Parry (27:15.486)
Yeah, and I I absolutely understand that element right there. Like if it's you're you're somebody that we can contact, get help from, and use AI as a tool in the tool belt versus it's the the only thing we have that I'm not calling Delta to be like, okay, you asked the wrong question. We're thinking about it. ask another question. And anyway, not to ding on Delta, like it's now everywhere. Like everything you call in, their customer service is now defaulted.

Anneliese Vance (27:30.209)
Yes.

Dr. Travis Parry (27:44.478)
To some kind of AI bot. And everybody thinks it's amazing. it's going to save you so much time. But quite honestly, it's a turnoff for people who have paid premium and want better service to then say, great. Right. So I'm sure you could go on Google Ads and and you could start doing your own thing. And, you know, you could analyze your budget. You could look at your location, start small, like you said. you know, you could even

test it out and see how it's going and then you know run you know better campaigns but I I think one of the other things that people like us who are like hey I just want to be a specialist I just want to help people do XYZ is that we don't have time to come up with content all the time. That's why actually I do this podcast. This is a this is a twofer for me. I get to interview cool people and then I will throw this out and it'll be content, right? This is this is absolutely what we do. But yeah exactly.

Anneliese Vance (28:36.897)
Yep. That's why I love podcasting.

Dr. Travis Parry (28:41.022)
But most business owners, like we just don't have time. Like we're running business, we're running, we're working with teams. and I know because I I coach them, I mentor them, I I do therapy with them. Like it, this is this is the issue. Is like, well, now we got to make time to make content. That's not my thing. So they well, sometimes again, they'll hire somebody younger who knows about content and then they're trusting that person, and then they get burnt out, or they hire an agency and and and back in the loop, they go. so obviously you're

You we know, you know, you're a solution out there for people who are interested. What would you say would be like the first thing that they should do? you know, if if you were talking to them right now, what would be like baby step one, baby step two that they could try on their own, test on their own to see how this works? and this could, you know, show your genius and and hopefully they they would want to come and and work with you afterwards after they make some wins with this.

Anneliese Vance (29:37.004)
Yeah, well, if they're working with an agency

the first thing that I would say is ask them if they're going to own their content. If not, they are going down a rabbit hole of years of not owning any of their data. And to me, that'd be a red flag. And I would switch to your own platform as quickly as possible. If you are running it on your own, I would ask yourself some of those questions that I said, who is my ICP? When are they?

online what are they searching where are they searching right we don't need to go after and i would do your target from a zip code perspective versus a city perspective because you can get more granular

And if you're past either of those options, we do have a free Google audit that we do. No risk, no commitment. And you can either take that back to who you're working with, take that back to yourself, or

Find your last place you'll ever have to go. And just have that peace of mind that you're doing the right things because you're right, Dr. Travis, people can go to Google, they can put in their business name, put in their industry, put in their city, put in their credit card, and Google will hook it up to a vacuum with no guarantee that they're going to get any kind of results.

Dr. Travis Parry (31:11.383)
So really what I'm hearing from you is get clear on who that ideal client is. Really know who that ideal client you know, is is showing up. and if you already have that, what would be the second step? What would you say? Maybe I missed that.

Anneliese Vance (31:17.185)
Yes.

Anneliese Vance (31:30.513)
so if you have that, I would think through the lens of where they're searching, when they're searching, and what they're searching, and adjust those. Either give that to who you're working with if you do own the data, and I would have them prove it to you that you do own the data, because I did this for 14 years and generally you don't. and if n

Dr. Travis Parry (31:52.338)
And buy and buy data, like what do you what does that mean? Do you own that? Yeah.

Anneliese Vance (31:55.49)
I apologize. Yeah, so there's all kinds of data that's gonna go in. every day Google is, I mean it's it's an AI AI engine, right? So it's keeping track of what keywords are you running.

What demographic is looking at it? What time of day are they looking at it? what are your negative keywords? So if you're with someone else and you ever try to leave, you're gonna lose all of that and have to start all over. And so that's why I just called it a rabbit hole of years that you're gonna lose.

Dr. Travis Parry (32:27.848)
Yeah, had no idea. Had no idea that was a that was a thing. I've I've had another podcast guest on talk just about s eo, like that's all that's all he does. It's like organically using, you know, keywords to to boost and that that's a long that's a long game, right? 'Cause that's very, very much organic. Valuable long game. how how does using Google ads does that contribute to helping you own that space of SEO? How does that work together? This is just a

Anneliese Vance (32:45.749)
It is. Valuable long game, but a long game, yes.

Dr. Travis Parry (32:57.96)
No add on question here.

Anneliese Vance (32:58.603)
No, great you know, great question. so with Google Ads, you're renting the space, right? You you put in the money, you put in a daily budget.

And you're gonna just like renting a house, you pay a deposit and you sign a lease and you get to live there for however long you have set up versus owning, right? And there's more responsibilities with owning, but you own it and you get that equity. they both should work together. I won't name drop, but I have a LinkedIn Live show that we're doing. It's called Ads and Answers.

And we're talking about how Google Ads, SEO, and AI should all collaborate on an omni-channel perspective because you don't know where people are going to go to search for you, and you want to be all places. You're gonna have your people that are like, ads, that's gonna be extra expensive. I'm not gonna pick you. So they're gonna go to organic. But for trades, when they're in an emergency situation, they're in fight or flight and they're clicking.

On the first thing they are going to find, and that's generally gonna be the local service ads or the ads, and that's what people are gonna look at. They're probably not gonna if they're in an emergency situation. I'm not saying people don't go to Cloud, I won't list them all, but an AI, but like yesterday, my son, he's four and a half, he wanted to watch a water tornado in the sink. So he filled the sink, he left it running.

Dr. Travis Parry (34:23.838)
Yeah. Yeah, AI, sure.

Anneliese Vance (34:37.003)
He shut the door. My daughter went to go to the bathroom and the water was still running. We turned it off, we drained it. Thankfully, there were plastic bags underneath catching some of the water.

There were we used every towel in the house and we used a fan and you're laughing because you have eight kids. Thank God it was in my husband's spare bathroom in his office that was on a concrete slab that didn't go anywhere. It wasn't upstairs because the water would have been running down our steps.

Dr. Travis Parry (34:57.929)
Yeah.

Dr. Travis Parry (35:04.124)
hallelujah.

Just in going down through. there's no question. No question.

Anneliese Vance (35:11.521)
through the floor, we would have probably needed a water damage person. And at that point, I wouldn't have been going to AI going, how do I solve? I would have been like, actually I would have called my neighbor who's down the street, who's one of our clients. but for people that don't have every tradesperson in their cell phone, they're gonna go to Google and the first person that can come and help fix the water so there's not mold and whatever the heck else, they're gonna show up. Yeah.

Dr. Travis Parry (35:35.742)
Yep. That's who you're gonna hire. Yeah. We've all been we've all had emergency situations in some form or fashion. If you own a home, if any you know, any in any trade is is so important, tradesmen are so important. I grew up in a blue collar family business doing plumbing. And trust me. Trust me. I've seen this. I've seen this. And I I was even a kid and I I've I've seen this in in friends' homes. Yeah, there's all sorts of emergencies that show up, especially with water.

Anneliese Vance (35:55.052)
Yep.

Dr. Travis Parry (36:04.434)
So yeah, very well well well well put. Does this let me ask you, does this only work for people with a local presence?

Anneliese Vance (36:04.652)
Yeah.

Anneliese Vance (36:15.807)
it's a good question. It's it's a it's an involved question. no, we actually so we have a therapist and she has different cities that she targets. but you do want to make sure that that zip code targeting is exact.

I always use the example of a pie, and I don't want to go too off on a tangent here, but I always say the pie filling should match the size of the pie crust. The pie crust is the budget, the filling is those geographies, keywords, and times. So if you want a baby pie, because you got a baby budget, we can do that. The more geographies you're trying to go after, the bigger the pie.

But if you want to do eight different zip codes in seven different or eight different states versus eight zip codes in a targeted area, doesn't matter. Google doesn't care. You get to pick, we have a pl our our mover has like 63 zip codes. so we can get super, super specific. And it can be local or spread out.

Dr. Travis Parry (37:23.816)
Yeah.

Dr. Travis Parry (37:28.722)
Right. I mean just the the more you expand, the more you're competing against a lot of others in that same area. I get that. so yeah, so you can be specific on location. You know, I've had some experience with Google ads, Facebook ads, LinkedIn ads, all have different reasons why you would use them. I know that meta ads can be locational j you know, as well. Why, you know, why why would someone

Anneliese Vance (37:35.831)
Yes, that too.

Dr. Travis Parry (37:57.572)
Use a Google ad versus a meta ad.

Anneliese Vance (38:02.935)
Make all my partners mad. No, honestly. no, yeah, it should be Omni. so the truth is is that 70% of people are going to Google. in what form or fashion they're doing that is another question.

Dr. Travis Parry (38:04.86)
And I know you've already talked about hey, let's move it it'd be nice to have something omnipresent, but curious.

Anneliese Vance (38:23.693)
but it it's where people are used to going. It it's the old phone book, right? I mean, I'm sure a lot of our clients or your your clients or people listening are old enough. fun fact, that was my first job was selling ads in the phone book. nothing to do with this topic, but they

Anneliese Vance (38:47.831)
Travis, help me out. Bring me back. I got distracted by the phone book. My fault.

Dr. Travis Parry (38:51.594)
No, it's totally fine. In fact, I was gonna ask that question, you know. This this is just like the phone book. you know, when you're w when you're a tradesman, yeah, you're putting ads in there. Go ahead. Yeah.

Anneliese Vance (39:00.951)
Why would they go to Google? Sorry. Okay, I remember. So back then, I just it was gone. I needed to come back. So back then, right, that's where people went. They could open the plumbers to use your family's example, find the person on the page, call it. It was all right there, all organized. Google is that now. and it's just where people are used to going, right? It it depends on the the client.

You know, the reason I always say people should go to Google, it's generally right, 70% of the time where people are gonna go when their hand is on their wallet and they're looking to spend money with somebody. I don't go to Facebook to get sold stuff. That's me personally. Everyone else in the audience can have a different opinion. but I go to

See catch up on family, friends, see pictures, post pictures. Now if I happen to see something and it's relevant, all right. But I'm not going there to give my money to someone. same with LinkedIn. my gosh, Travis. Yeah.

Dr. Travis Parry (40:08.234)
Yeah, you've you've got to s you've gotta stop people. You've gotta stop them, you gotta get the attention, it's gotta be a hook, there's gotta be a grab. Yeah, it is a totally different marketing method. LinkedIn, same way. Yeah. Yeah.

Anneliese Vance (40:15.863)
Yeah.

And it's not a bad one. It's not a bad one. For people that can't compete on Google with big budgets, I send them to Meta LinkedIn. And actually, one that might be interesting for you is X. Men that are 40 and older, they use it as social media. It's interesting to do some ads there. But it is all going to be demographic based. But the reason I would say is it's it's where the majority of people are going to go when they're looking to hand over money.

Dr. Travis Parry (40:46.666)
You and that's a that's a really great point. I'm glad you brought this up. It's really the first place they go. Because, you know, Meta, you know, Facebook, Instagram, et cetera, it's they're catching them doing other things, knowing that they're, you know, these things might be relevant and over time they're gonna see it and like when they think of it, they might click on it, right? And I've done that and I've you know, it's it's been fine and it's also been not fine, just kind of depends. But if I'm looking for something and searching it out, I'm ready to take action now.

Anneliese Vance (41:14.146)
Yes.

Dr. Travis Parry (41:14.184)
And so they're more likely to interact with you because they need you, because something broke, something needs to be fixed, something is needed. They're in pain. La la la. Like that makes a ton of sense. Almost in my opinion, based on what I've hearing from you today, is like Google ads and SEO should really be your top. you know, it should really, really be for most people. And I'm and I'm not a again, I'm not a marketing expert, but it really ought to be one of the places you go first for people who want right away, like those warm.

Anneliese Vance (41:18.838)
It's their idea.

Yes, yes.

Dr. Travis Parry (41:43.258)
incoming leads, Meta and even LinkedIn and even X, like that, it's kind of being secondary when they might be thinking about it, but they haven't searched it out just yet. And they're finding things because it's relevant to maybe who they are. Right. So yeah, that's that's that's very interesting. And again, I'm not a marketing expert, but go ahead.

Anneliese Vance (41:58.796)
Yeah. And the word yeah, no, the word secondary is actually very apropos, as my father would say.

weird words in genius families. there's something called retargeting. So it's for, and I'll use myself as an example. I have I'm a mom of a four and a six year old running a company, also homeschooling them. You and your wife have lots of irons in the fire. You have every intention, right? You go to Google, you're gonna search something, you're gonna give somebody money and then

Someone bumped heads, someone scratched their knees, someone's chasing the other one doing WrestleMania because they won't give a marker or the tablet back. I mean, whatever. Water's running because we want to see a water tornado. I mean, pick the whatever. and so I had every intention of going to Google, right? Now then when I hop on Facebook or Instagram and they knew I was on Google

We can then retarget those people with a display ad and say, hey, remember this company you wanted to give your money? Here they are. And you go, thank you, Instagram and Facebook. Well, how generous and considerate of you to remind me of this. And you but people don't think about it that way. It's crazy that they don't. But I partner absolutely. I partner with people and we do that. Yes.

Dr. Travis Parry (43:07.626)
Thanks for stalking my life. Yeah, exactly. Precisely. But can can you yes? Yeah. But can you do that from Google? Yeah. That's fantastic. wow. I'm learning a lot today. This is really great. Yeah, yeah. Yeah. Well, hey, if people are excited about this as much as I am and they're like, yeah, this is super important.

Anneliese Vance (43:25.781)
So it they it should all collaborate. It it should be omnichannel.

Dr. Travis Parry (43:35.74)
Obviously we we both have the same mission. We want to help people grow and scale. I'm not the marketing side, I'm the psychological side. I help people on that. And but if if they want that type of help, how how do they reach out to you? You know, if they've they know who their ideal client is, they've done some testing before, maybe they've been burned a little bit. you know, if you've been burned, you know, maybe we we need to chat. Maybe we should do a webinar about how to get past these psychological issues of being burned by marketers.

Anneliese Vance (43:48.619)
Yeah.

Dr. Travis Parry (44:02.782)
but you know, if they want to reach out and they're ready right now, obviously that's why we're on well, that's why you and I do podcasts, right? We we wanna get the word out. How do they reach you? What's the best first step to take if they're like, Yeah, I like this. Let's go.

Anneliese Vance (44:03.127)
Do it.

Anneliese Vance (44:17.377)
Yeah, go to bepresentads.com and click on one of the gold buttons that talks about our free Google audit. And you will meet directly with husband and wife, co-owners of a business, not a call center. You'll get us right there on camera. We'll have a conversation, walk you through exactly what I talked about on here and see if we're a fit. And if we're not, we'll give you either a referral to someone who is a better fit for your industry or give you some things to think about.

like maybe starting slower with fixing your website or something like that and then coming back to us or one of our partners.

Dr. Travis Parry (44:56.436)
Excellent. So bepresentads dot com. Business owner dads, you're out there. You want to have more time with your family. You don't want to be the marketing expert like I don't either. and you wanna be able to know somebody that's gonna take care of you. If if you've enjoyed this conversation with Annalise and wanna meet her and her husband, go to bepresentads.com. Thank you for being on the show today, Annalise. Any last things you wanna fill in? Any any last

Anneliese Vance (44:59.765)
Mm-hmm. Yep.

Dr. Travis Parry (45:25.852)
Any last words?

Anneliese Vance (45:28.869)
I would just add I hang out on LinkedIn a lot. I know it's harder for some tradespeople to get on there. Yeah, through one of your posts that my perspective, God led me to. and

Dr. Travis Parry (45:33.428)
That's where we met, actually. Yeah.

Dr. Travis Parry (45:38.27)
Yeah, it was an ad, actually.

Yeah.

Anneliese Vance (45:45.579)
Yeah, it just organically happened and so I I'm on there a lot. we do a lot of content about this. If it's you're not ready to hit the gold button and you just want to check us out a little bit, that could be a smaller step because I I do totally get the trust thing. so

Dr. Travis Parry (46:01.78)
Yeah, it's a big deal. Yeah. that's something that we can hopefully help and and connect with your audience on as well. Hey, if you've enjoyed this, like, share, subscribe, do all the things, send it to somebody who needs it today. And thank you, Annalise, again for being here, for sharing your expertise, for sharing a little window into what you do and how we can, you know, be helped by using your formula and using Google Ads. I my mind has been enlightened and I hope all of you guys have

experience something similar again. Until next time, remember, live life on purpose together. Thanks, Annalise.


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