Here’s why using ethos in restoration marketing is a recipe for success!

Restoration professionals with a marketing plan put themselves in a position to succeed by creating a consistent pathway for customers to discover their services. Ethos in restoration marketing takes this concept to the next level.

Ethos means “character” in Greek. It’s a fancy way to describe the role authority plays in converting prospects to clients.

A quick example best illustrates it: if a client needs water damage repair, will they go with “A1 Restoration Professionals” or “Z9 Dollhouse Manufacturers?” Just having “restoration” in the name goes a long way in establishing authority.
That’s the power of ethos in restoration marketing.

Optimize your marketing strategy.

Digital marketing costs hard-earned money. Putting those dollars to good use should be the number one priority for any marketing professional.

Using ethos in restoration marketing to establish credibility helps ensure those ads are served with the best possible chance of success.

The worst-case scenario is when ad efforts are dismissed because your authority on the topic doesn’t exist.

Here’s another example, this time a commencement speech given by Steve Jobs to Stanford Graduates in 2005:

“Woz and I started Apple in my parent’s garage when I was 20. We worked hard, and in 10 years, Apple had grown from just the two of us in a garage into a $2 billion company with over 4000 employees. We had just released our finest creation — the Macintosh — a year earlier, and I had just turned 30…

During the next five years, I started a company named NeXT, another company named Pixar, and fell in love with an amazing woman who would become my wife. Pixar went on to create the world’s first computer-animated feature film, Toy Story, and is now the most successful animation studio in the world. In a remarkable turn of events, Apple bought NeXT, I returned to Apple, and the technology we developed at NeXT is at the heart of Apple’s current renaissance. And Laurene and I have a wonderful family together.”

4 appearances of ethos in restoration marketing

The similarity to the audience

The second appearance of ethos in restoration marketing is showing similarity to the audience. Take a look at the above speech by Steve Jobs; in it, he talks about falling in love with “an amazing woman.”

Who can’t relate to that?

Similarity to the audience shows up in restoration marketing as pictures of the owners and employees, something most websites include but rarely capitalize on. When prospective clients see photos of the people they are considering hiring, they get a sense of the person behind the business; this is a powerful way to create connections.

Authority

Generating authority, the third type of ethos in restoration marketing, is relatively simple. It’s also the reason people who want work done on their home fall prey to predatory contractors.

Your business’s name, as long as it’s applicable to your industry, generates the required belief in your position as an authority on the topic. How many people would go through the trouble to create a business in the first place, unless they were knowledgeable on the subject?

Nobody is hiring a restoration business personal training or data analysis.

Expertise and reputation

Displaying expertise is a delicate balance between showing your knowledge of the topic and avoiding condescending tones towards those receiving your message.

Using industry-specific terminology, such as various equipment or processes required in your field, shows audiences the level of your understanding.

Or, as in the case of this blog post, using a term like “ethos” instead of “authority” demonstrates our ability to apply archaic terminology and persuasion theory to real-world situations.

Trustworthiness/Respect

Trust is crucial in the restoration industry. People are hiring professionals to go into their homes; this is no small ask!

Creating trust, a component of ethos in restoration marketing is straightforward. Most restoration businesses include it without realizing the power behind their actions.

If you guarantee your work, offer free estimates, or share the way you give back to your community, you’re taking advantage of this aspect of ethos.

What are the three modes of persuasion?

The three methods of persuasion are ethos, pathos, and logos. Roughly put into contemporary language: authority, emotions, and logic.

Using all three modes of persuasion on advertising material generates the best possible chance for a positive return on investment on your marketing efforts.

What is ethos, in simple terms?

Ethos, put simply, is the authority of a speaker. It’s why Chuck Norris was the spokesperson for the total gym, and why Brett Favre now advertises elbow sleeves.

You trust these people because you know who they are, can identify their field of expertise, and assume their word carries more weight than a person off the street.

Using ethos in restoration marketing.

Ethos boils down to establishing your mastery on a given topic. While authority is the cornerstone of ethos in restoration marketing, taking advantage of all four aspects of ethos will guarantee a prospective client’s serious consideration.

Convince people of your authority, and you’ll become a frontrunner in your industry. Nobody wants to hire the second-best guys!

If you are a restoration professional with questions about your marketing strategy and the role played by ethos in restoration marketing, reach out to us via our contact page. We’d love to hear from you!