In this episode
Branding, AI & Social Media: What Every Trade Business Needs to Know | ft. Lee Hopkins
- Why brand identity and voice matter more than ever in a competitive trades market
- How storytelling (even about a blocked drain!) can build trust and connection
- What to do before you start creating content, running ads, or posting on social
- Using AI tools like ChatGPT, Claude, and Perplexity to write better, faster—and stay on-brand
- Social media: What’s worth doing, what’s not, and how to avoid wasting time
If your trade business is invisible online—or worse, saying the wrong things—you’re leaving serious money on the table.
In this episode of The Site Shed, Matt Jones is joined by communication expert Lee Hopkins, who brings 30+ years of experience helping small and medium businesses clarify their brand, amplify their voice, and cut through the digital noise.
From telling better stories to using AI the smart way, this episode is a must-listen for tradies looking to future-proof their business and connect more meaningfully with customers.
Key Takeaways
- Your brand isn’t your logo—it’s your voice and values. Define what you stand for, then express it consistently across all channels.
- Storytelling sells: Even a “boring” job becomes compelling when you tell it right. The outcome, not the process, is what matters to your audience.
- Use AI as your creative partner: Tools like Claude and Perplexity can help you shape your brand voice, generate content, and save hours each week—if you prompt them well.
- Focus your energy: Don’t try to be everywhere on social media. Start with one platform and master it based on where your audience is.
- Leads without follow-up = wasted money: Use AI to instantly respond to inquiries, re-engage past quotes, and free up your time while boosting conversions.
Who Should Listen?
- Tradies looking to stand out online and stop sounding like every other business
- Small business owners curious about using AI but unsure where to start
- Operators frustrated with social media or stuck in content paralysis
- Anyone trying to clarify their brand message to get better marketing result
🚀 Need Help Growing Your Trade Business?
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👉 Click here to get in touch and see how we can help grow your business.
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