A Christian family business

Not more leads. Better ones.You don’t need more leads. You need the right ones.We went looking for more leads. We found better ones.

We find the customers worth the most to your business and learn what wins them over. Then we run the Facebook and Instagram ads that get them calling your team.

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A short report on who your best customers are and the words they use. Free, whether we work together or not.Welcome back. Your answers are saved, so you can pick up where you left off.

8,000 enquiries over three years for some of the UK’s largest renewable energy firms.

You’ve tried Facebook ads. They didn’t work.

You hired someone local. Or asked someone in the office to master social media. Maybe you paid an agency.

Either nothing came in, or the wrong people did. So you decided paid ads don’t work for a business like yours.

They can. Yours just weren’t aimed at the people most likely to buy from you.

How talking only to farmers brought in 8,000 enquiries.

In 2022 I was running ads for renewable energy firms, and chasing volume: as many leads as I could get.

Then I noticed something. Under a government scheme, the bigger and less efficient the house, the more the job was worth. And apart from the big estates, some of the biggest, least efficient houses in the country are farmhouses. Many of the families inside were living deep in fuel poverty.

I’m a farmer’s son. So we stopped talking to everyone, and spoke only to farmers. Our ads talked about their day and their year: breakfast time, lambing, harvest. When tax changes threatened family farms, we said so. In their words, not ours.

Farmers were seeing ads from renewable energy firms all the time. They answered ours.

Over three years, more than 8,000 enquiries came in.

I’d gone looking for more leads. I was given better ones.

Tom, Director

A camera operator films Adam Henson, in a blue shirt, talking with a man in a black polo shirt beside a flowering shrub outside a cream-painted house. — Filming Adam Henson for a national campaign Tom ran, May 2024.

In every market, a few customers are worth more than all the rest.

There’s an old story about this. Gideon had 32,000 men. God sent all but 300 home. With the 300, Gideon won.

Your market is the same. Most of it is a crowd: thin margins, price wars and hassle. But a few customers are worth more than all the rest. They pay better, they’re easier to win, and nobody’s talking to them properly.

Most marketing chases the crowd. We go after the few. For renewable energy firms, it was farmers. Every business has its own.

What would your best customers be worth to you?

Your best kind of customer is worthA typical customer is worth

Best customers instead of typical ones, each month

That’s £30,000 more a month, or £360,000 a year.

Example figures. Put in your own. It’s the gap between your two kinds of customer, not a promise.

Start my free snapshot with these numbers

The More Fruit, Less Thorns method

How we find your best customers.

“Be thou diligent to know the state of thy flocks, and look well to thy herds.”
(Proverbs 27:23)

We call it the More Fruit, Less Thorns method. More of the customers worth the most to you. Fewer price wars, wasted quotes and hassle.

Every farmer knows that line: know your flock well, and look after it. In business, whoever knows their customers best wins. Here’s how we get to know yours:

We find them. With you and your team, we work out which customers are worth the most.
We learn what matters to them. We use AI to read the review sites in your market. It picks out the exact words your customers use: what worries them, and what wins them over.
We run ads just for them. Honest, useful ads in their own words. Facebook and Instagram now read what an ad says, even the words spoken in a video, and show it to more people like them.
We keep improving. We test every opening line and every message, so more of the right people get in touch and fewer of the wrong ones do.

We build all of it for you. The ads, the pages people land on, the tracking that shows what’s working, and the way every enquiry reaches your team. Then we keep watching, and keep improving.

What it did for the renewable energy firms.

8,000+

enquiries in three years. Around 220 a month.

Tom, in a red check shirt, and Adam Henson, in a blue shirt with a microphone clipped on, smiling with their arms round each other's shoulders. — Tom (left) with Adam Henson, on the shoot for the national campaign Tom ran. May 2024.

A still from the film: Adam Henson, holding a mug, talks in a garden chair outside a cream-painted house. — Adam Henson in the finished film.

Read how we found the farmers

The 90-Day Best Customer Partnership

Here’s exactly what you get.

We build an advertising system for your business on Facebook and Instagram. It runs from your own pages, in your business’s name.

We write the ads. We make the pictures and videos. We build the page people land on. We set up the tracking, so you can see which ad brought in which prospect.

Then we run it for you. We watch what’s working and change what isn’t.

And we point the whole thing at one kind of person: the customer in your market who’s worth the most to you. The one who spends more, pays a better margin, and goes ahead.

Everything you get as one of our five partners

You’ll know who your best customers are. We talk to you and your team. We read the review sites in your market, until we know who’s worth the most and what they care about.
You won’t have to build or run any of it. We build the ads, the images and videos, the pages people land on, and the way every enquiry reaches your team. Then we run it.
You’ll see which ad brought in which prospect. We set up the tracking, so you’re never guessing where your money went.
You’ll stop paying for the wrong people. Every opening line and every message is tested. More of the right people in, fewer of the wrong ones.
You’ll deal with us, not an account manager. Five partners, never more. The same faces, for as long as we work together.
Every month, you’re invited to the Lakes. A walk to make your plans, a night at the North Lakes Hotel, and dinner with our family.

Our promise

In week one we agree, in writing, how many qualified prospects your first 90 days should bring. We sign it first. If they don’t come, we keep working for free until they do.

The only condition: you call every prospect back the same working day. The best prospect in the world goes cold if nobody calls.

Your ad spend goes straight to Facebook, so that part isn’t ours to give back.

90 days, then month to month. No long contract. You stay because it works.

We don’t publish prices. Every partnership is different, and we’d rather talk it through properly.

Get my free best customer snapshot

A short report on who your best customers are and the words they use. Free, whether we work together or not.

Tom and Gemma look out over a green valley and fells in the sun. — Tom and Gemma, looking out over the fells.

Every month, come up to the Lakes.

Once a month, we invite you up to the Lake District. We’ll go for a walk and talk plans. You’ll stay at the North Lakes Hotel. And you’ll have dinner with our family.

Plans are better made on a walk than on a video call. Partners are better made round a dinner table.

Your first 90 days

Are we right for each other?

We’re right for you if:

Your team can sell. They just need more of the right people.
You’ve tried marketing in-house or with an agency, and it didn’t stick.
You could take on more work tomorrow.
Some of your customers are worth far more than others.
You’re ready to invest properly in growth, every month.
You want a partner for years, not a supplier for months.
You want a partner who shares your values, and maybe your faith.

We’re a Christian family business, and proud of it. We especially love working with owners who share our faith.

We’re not right for you if you need a quick fix, or there’s nobody to call your enquiries back. More ads won’t fix that.

Tom and Gemma walk down a fellside towards a lake with a small wooded island. — Tom and Gemma, walking down to the lake.

We’re Tom and Gemma.

Tom, Director.: A farmer’s son, and Gemma’s husband.
Gemma.: Wife, and mother of three.

Matanah is Hebrew for “gift”.

“Every good gift and every perfect gift is from above.”
(James 1:17)

So we start by giving. Tell us about your business, and we’ll send you a snapshot of your best customers and the exact words they use. It’s yours to keep, whether we work together or not.

Get my free best customer snapshot

Questions people ask us

“Paid ads don’t work for us.”

They didn’t work the way you tried them. Farmers got ads from renewable energy firms constantly. They still answered ours, because we spoke to them properly.

“Our customers aren’t on Facebook.”

Facebook and Instagram read what an ad says. Then they show it to the people it speaks to. That’s how our ads found farmers. If your customers use either app, the right ad will find them.

“We don’t know the first thing about marketing.”

You don’t need to. We build and run all of it: the ads, the pages people land on, and the tracking. You bring what you know about your customers. We do the rest.

“How much does it cost?”

We don’t publish prices. It depends on the volume you need, and we’d rather talk it through properly. Ideally on a walk.

“Do we have to sign up for a year?”

No. We start with 90 days. After that, it’s month to month.

“Why so many questions on your form?”

Because we’d rather understand your business before we talk than spend the first call asking. It means our reply is useful, and nobody’s time is wasted.

“Is there a waiting list?”

Not yet, but there will be soon. We only work with five businesses at a time, and we’re almost at capacity. If you’re a fit, now is the time to talk.

“What if it doesn’t work?”

Then we keep working for free. In week one we agree, in writing, how many qualified prospects your first 90 days should bring. We sign it first. If they don’t come, we keep working for free until they do. The only condition: you call every prospect back the same working day. Your ad spend goes straight to Facebook, so that part isn’t ours to give back.

“What if we get more enquiries than we can handle?”

We agree the number with you in week one, so it suits your team. If you’re filling up, we turn the ads down.

“What’s in the free snapshot?”

A short report on your market: who your best customers seem to be, and the exact words they use when they review businesses like yours. It’s yours to keep, whether we work together or not.

“What’s this about buying into my business?”

It’s never part of the first deal, and it never replaces fees. If, over time, we love working together and the numbers make sense, we may ask to buy in. You can always say no.

“Do you only work with Christian businesses?”

We’re a Christian family, and we love working with owners who share our faith. If you share our values, we’d love to hear from you too.

“Do you only work with renewable energy firms?”

No. Renewable energy firms are where we learned it. Every owner-led business has customers worth more than the rest.

A note from Tom

If you’ve read this far, you probably run a good business. Your team can sell. You’ve just never had marketing that brought you the right people.

Somewhere in your market are the customers worth more than all the rest. Right now, nobody’s talking to them properly.

We’d like to find them for you.

Tell us about your business. It takes about five minutes. We’ll read every word, and tell you straight whether we can help.

Tom

P.S. We only ever work with five businesses, and we’re almost at capacity, so we’ll soon be starting a waiting list. If you’d like a place before then, tell us about your business today.

Get my free best customer snapshot