Who Recommends, Hires, and Writes Checks for Your Products?

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1. Feature: Who Recommends, Hires, and Writes Checks for Your Products?.
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The Real Problem Isn’t the Maze—It’s the Map

Small and mid-sized business owners are drowning in marketing options. SEO, email, LinkedIn, Instagram, Google Ads, trade shows, “personal branding,” content calendars, influencer collabs. It’s endless.

And it’s overwhelming—because most of it doesn’t work.
Not because you’re doing it wrong.
Because you’re doing it for the wrong people.

The real test of any marketing tactic isn’t what’s trending. It’s this:

Does it reach people who recommend you, hire you, or write checks for what you sell?

That’s your benchmark.
That’s your filter.
That’s your way out.

We call it the RHW Test—and for SMBs burned out by noise, cash burn, and declining results, it’s the difference between clarity and chaos.

Why Most Marketing Efforts Feel Like a Hamster Wheel

SMB owners don’t wake up trying to waste time. But marketing overload creeps in through false urgency:

• You feel behind because you're not posting every day.

• You feel pressure to attend that shiny expo "just to be seen."

• You invest in tools before you’re sure what you actually need.

What starts as strategy turns into performance burnout.

But applause is not the goal—revenue is.
And revenue has a pattern: it flows through people who either recommend, hire, or write you checks. That’s it.

Miss that—and your marketing turns into an expensive show.

Case Study: A Seawall Construction Company

A seawall construction firm was spending big on marketing—but leads were flat. They ran state-wide ads, went to national expos, posted on every platform. Results? Inconsistent. Stressful. Draining.

Then they looked at every deal from the last 12 months:

• 60% came from general contractors finding them on bid platforms like PlanHub.

• 20% came from architects they met at local AIA events.

• 15% came from property managers via Google searches.

• 5% came direct from property owners.

5%, that’s it. That is not what they thought. So, they made one rule: If it doesn’t reach someone who recommends, hires, or writes checks—cut it.

They pulled out of a five-figure national marine expo (nearly zero RHWs attending). No more broad-target media ads. They dropped Instagram. Instead, they:

• Sponsored a booth at an AIA event—where architects actually look for marine contractors.

• Focused LinkedIn content on contractor bid wins and specs.

• Invested in (coastal-focused) Google Local SEO for “Seawall contractors.”

Within two years:

• Leads jumped 40%

• Revenue climbed 25%

• Marketing costs dropped 30%

• Stress? Gone (not really, because of a higher project load (a “good” stress))

New mantra: “No RHW, no spend.”

The RHW Test: Your New Marketing Filter

Use this test to evaluate every channel, campaign, tool, or event.

Ask:

• Will this encourage people to recommend my product?

• Will it convince someone who can hire me?

• Will it reach the person writing the check?

If the answer is no—you’re performing for the wrong crowd.
If the answer is yes—go deeper, test smarter, and spend strategically.

Step-by-Step: RHW-Based Marketing Plan

1. Set RHW-Backed Goals

• Don’t just say “more leads.” Say: “15% more bids from general contractors in 6 months.”

• Use deal history to identify top RHWs by role and location.

2. Pick 2 High-RHW Channels

• Where do your RHWs live? LinkedIn? PlanHub? Google?

• Start with 2. Prove value before expanding.

3. Create RHW-Specific Content

• For seawall contractors: “Bid-Ready Specs: Seawall Build Guide.”

• For architects: “5 Mistakes in Coastal Design That Blow Budgets.”

4. Track What RHWs Engage With

• Use Google Analytics, PlanHub stats, or CRM tags.

• If Instagram gets likes but no leads—kill it.

5. Automate, Then Prune

• Schedule with Buffer or Mailchimp. Review quarterly.

• Keep only what RHWs see or act on. Everything else is noise.

Trade Shows and Expos: The Most Expensive Vanity Trap in Marketing

Let’s call this out: Trade shows and expos can be ego-driven money pits unless you attend consistently, to establish yourself as an expert.

You spend $10K to $20K on a sponsorship, booth, hotel, promo materials, and flights. And who shows up?

Other vendors.
Other SMBs.
People just like you—also looking for someone to write them a check.

Unless the show is packed with RHWs for your products—you’re spending thousands to impress people who likely can’t and won’t buy from you.

If you’re curious about an event, attend first. Walk the floor. But never book a booth, pay for a speaking slot, or shell out on materials until you confirm:

“Are my RHWs here?”

5 Tools to Streamline Your RHW-Focused Marketing

Design

• Canva (Free/$14.99): Easy visuals, post templates.

• Adobe Express: Fast, clean designs for spec sheets.

Scheduling

• Buffer (Free/$6/month): LinkedIn and Google My Business.

• Later: Great for visuals if you must post.

Email

• Beehiiv (Free/$39): Focus on newsletter RHWs.

• Mailchimp: Drip campaigns for RHW lists.

Analytics

• Google Analytics: Track RHW landing pages.

• Hotjar: See what RHWs click or skip.

Keyword Research

• Ubersuggest: Find RHW-friendly terms like “marine contractor bid help.”

• AnswerThePublic: Turn RHW questions into content.

6 Practical RHW Tips for Overloaded Owners

• Audit Every Deal Monthly: Who referred? Who paid? What channel?

• Cap Trade Show Spend: $2K max unless RHWs attend.

• Time-Block Content: 1 hour biweekly. Draft for RHWs only.

• Cut 90-Day Underperformers: RHWs not responding? Slash and shift.

• Hire Freelancers for RHW Tasks Only: SEO for PlanHub? Worth it. Generic social media? Not.

• Say No to Vanity Metrics: No more chasing views, likes, or applause.

Final Word: RHW or Bust

You don’t need a viral post.
You don’t need to go to that conference.
You don’t need to be everywhere.

You need to be where the RHWs are—where people recommend, hire, or write checks for what you sell or do.

The moment your marketing passes that test, it works harder—with less effort.
The moment it fails that test, it drains time and money you can’t afford.

So, stop marketing for attention.
Start marketing for revenue.
Let RHW be your compass.

Have an interesting business question and need a free bit of advice? Send your question to [email protected]. No confidential info, please!