Eric Yim: I want to help you find your people

I want to help independent service business owners find the people who resonate with their message and their specific values. By “find your people,” I mean helping customers understand what matters to you and how that affects the service you provide, so they have a reason to choose you beyond the name of the service.

By Eric Yim, Protocol Text, a marketing business based in Lincoln, Nebraska.

Good fit starts with something customers can recognize

What I offer is helping people tell their stories: what their values are, what their mission is, and what is special about them. I want that story to reach people who are specifically going to care about it.

I don't think one size fits everyone. People want shoes that fit them and prescription glasses that fit their eyes. Choosing a service business also involves differences that matter to the person making the decision.

For example, one customer might want to understand the options before approving work. Another might want to hand over the decisions within an agreed budget. Neither preference tells you everything about that customer, but each gives a business something useful to explain.

Your people still need the service you offer, in a place you serve, at a price they can consider. Shared values help them choose among workable options. They don't replace those practical requirements.

Explain a value through a decision you make

Words like quality, honesty, and care can matter a lot to an owner. On their own, they leave the reader guessing. Two businesses can use the same word and mean different things.

I'd start with one value and ask: What does this make me do differently? Then ask what the customer would actually notice. If you can't describe a decision or action, keep working on the explanation before turning it into a marketing claim.

Here's a practical exercise. Finish this sentence: “Because we care about ___, when ___ happens, we ___.” Use a situation that really occurs in your business. Then explain why that action matters to the person paying for the work. You don't need a dramatic founding story to make a value understandable.

A worked example: turn respect into a useful post

This is an illustrative example, not a description of a Protocol Text client. Imagine a cleaning business whose owner values respecting customers' routines. The owner could write, “We respect your home,” but that doesn't explain much about the service.

Suppose the business actually asks about rooms in use before planning the cleaning order. That gives the owner a concrete point to explain:

“If you work from home, a room may need to stay available during your cleaning visit. Before we plan the order of the work, we ask which spaces you'll need. Tell us about that during booking so we can discuss what will work.”

That example names a situation, explains an action, and gives the customer something to do. It also leaves room to discuss limits rather than promising to accommodate every request.

Only use wording like this if it describes your actual process. For your own post, choose a real customer concern and explain how your value affects your response. The useful detail is the connection between what you believe and what you do.

Put the story where someone is making a choice

Your website should explain the service, where it's available, and how someone takes the next step. Alongside those basics, give people enough detail to understand how you work. A value connected to a service decision belongs on the relevant service page, not only on an About page.

AI is part of what I want to help with: taking someone's story and helping it reach people who care about those details. I believe there's a future where people and businesses can share their values and get much better matches.

That's a belief about where things can go. It isn't a promise that an AI system will perfectly match your business with customers today. A useful step now is to publish clear, accurate explanations that people and search tools can understand.

Check whether the message helps someone decide

Before publishing, give the draft to someone unfamiliar with your business. Ask them what you do, what working with you would involve, and who might especially appreciate your approach. If their answers are vague, add a concrete detail rather than another positive adjective.

After publishing, pay attention to the questions people ask when they contact you. Do they mention something you explained? Are they expecting a process you actually provide? Those conversations can help you decide what needs clarification. The goal is to make your approach easier to recognize without stretching the truth to attract a lead.

Frequently asked questions

Will being specific about my values turn some customers away?

It can. A customer may prefer a different approach, and being clear lets them make that choice. Focus on values that genuinely affect your service. You don't need to publish every personal belief or criticize people who want something different. Explain what someone can expect from working with you.

What if I serve several kinds of customers?

You don't have to force them into one description. Keep your business values consistent, but explain their relevance in different situations. Separate service pages or posts can address different needs. Check that each example reflects something you actually offer, rather than suggesting a special process you haven't established.

Can I do this if my business is new?

Yes. Explain the process you're prepared to follow and the choices behind it. Clearly separate plans from established practices. You don't need to invent a customer story to show your thinking. A labeled example can help, provided it doesn't imply you've completed work or achieved results you haven't.

How soon should I expect this kind of marketing to bring results?

I wouldn't expect results right away. Publishing a clearer message doesn't guarantee that the right people will see it or contact you. Start by checking whether people understand it, then review the inquiries it brings over time. Avoid treating one post or one quiet week as a verdict on your whole approach.