Mastering Your Marketing Message Strategy Using Google Business Profile Reviews

Patrick McFadden • November 25, 2023

 

As a small business owner or CEO, you know how important it is to have a marketing strategy — but have you thought about the impact your marketing message can make in it?


Google reviews or any 3rd party proof must be a important part of creating your marketing message strategy these days. The insight gain from a customer leaving a review on google provides a strong direction for message development.


What’s often overlooked by small business owners in the process of a customer leaving a review on google is the actual words and phrases used. In my experience a good review often implies that this is an ideal customer for your business. They had the right problem, you solved it with the right approach, and they had a great experience.


Here’s the point – Your message development must align with your customers' needs, interests, and their perception of value. If you want to attract more ideal clients like the ones giving you a google 5 star review then you should pay very close attention to how they talk about your service – in particular, the words and phrases that show up repeatedly when leaving a review on google.


In those words and phrases, there are money-making and revenue-generating insights. Your best customers are essentially revealing what your business does to address the real problems they face.

Home Service Marketing Message Example

Imagine owning a tree service business. Potential customers conducting research through your Google Business Profile naturally assume that you can handle tree removal. However, this assumption may not effectively address the core issue they are actually facing.


For many homeowners, their primary concern with a home service contractor goes beyond the basic service provided. The frustration often lies in the inconvenience of waiting around for the service window. When hiring a team for tree removal, homeowners may experience additional headaches, such as visible tread or wheel marks and stump grindings left in the yard.

 

These are the real problems your clients are grappling with. Therefore, your marketing message should not be simply, "We know how to remove trees" – because, of course, you do! Instead, it should emphasize something like, "We guarantee no damage to your yard and ensure a thorough cleanup after every job."

Professional Service Marketing Message Example

As the managing partner of a law firm, potential clients will naturally assume that you possess the expertise to provide legal advice and navigate legal requirements. However, addressing the core problem that potential clients face goes beyond the standard legal services.


For many clients, their primary concerns with attorneys extend to issues beyond legal expertise. They express frustration when attorneys fail to return phone calls or emails promptly, or when they feel uncomfortable asking questions or struggle with understanding legal terminology. These are the real problems your clients encounter.


Therefore, your marketing message shouldn't just focus on generic statements like "We know how to practice business law" or "We have the knowledge and experience to help" – because, naturally, you do! Instead, it should highlight customer-centric assurances such as "We return your calls, every time" or "We welcome all questions and always make legal terminology easy to understand."


In the realm of legal services and numerous other businesses I've worked with over the years a google 5 star review serves not only as a means of service verification but also as a strategic marketing asset. They play a crucial role in attracting even more ideal clients by showcasing the real solutions and positive experiences your firm consistently delivers.

Using Google 5 Star Reviews For Message Development

Turn to your Google 5-star reviews, Google Maps reviews, Google Customer Reviews, or any industry-specific review sites. Begin by thoroughly reading through these reviews. (While negative Google reviews can provide valuable insights, our present emphasis is on positive Google reviews.)


As you delve into the Google 5-star review, pay attention to words, phrases, themes, and patterns that are consistently repeated. These repetitions are your clients explaining the real problems your company or firm solves for them. They highlight the unique aspects of what you do compared to others, and they reveal what your clients value most about hiring your services. These words, phrases, and themes should serve as the foundation to guide your marketing message strategy.



Process for Extracting Insights from Positive Google Reviews

  1. Selection of Review Platforms:
  2. Identify and gather Google 5-star reviews, Google Maps reviews, Google Customer Reviews, or reviews from industry-specific platforms.
  3. Focus on Positive Reviews:
  4. Emphasize the analysis on positive reviews to understand what clients appreciate about your company or firm.
  5. Thorough Review Reading:
  6. Carefully read through each positive review, paying attention to the language, sentiments, and specific details mentioned by clients.
  7. Identification of Repeated Elements:
  8. Identify words, phrases, themes, and patterns that are consistently repeated across multiple positive reviews.
  9. Example: If several reviews consistently mention "prompt and courteous service," this becomes a repeated element.
  10. Client-Expressed Problem Solving:
  11. Recognize these repetitions as clients explaining the real problems your company or firm effectively solves for them. This is crucial insight into your business's strengths.
  12. Example: Repetitive mentions of "efficient problem resolution" indicate a strength in addressing client issues promptly.
  13. Highlight Unique Aspects:
  14. Pinpoint unique aspects of your services mentioned in positive reviews. These might be features, approaches, or qualities that set your business apart from others.
  15. Example: If clients repeatedly highlight "innovative solutions," this becomes a unique aspect of your services.
  16. Reveal Client Values:
  17. Uncover what clients value most about hiring your services. Focus on the aspects that consistently stand out in positive reviews.
  18. Example: If clients frequently express appreciation for "transparent communication," this reflects a client value.
  19. Foundation for Marketing Message:
  20. Utilize the identified words, phrases, and themes as the foundation for crafting your marketing message strategy. Align your messages with what clients value and emphasize the unique strengths of your business.
  21. Example: Crafting a message like "Transparent communication and innovative solutions for efficient problem resolution."
  22. Integration into Marketing Collateral:
  23. Incorporate the crafted messages into various marketing materials, including your website, social media, and promotional content.
  24. Example: Update your website with a section emphasizing "Transparent Communication" and "Efficient Problem Resolution."
  25. Continuous Review Monitoring:
  26. Regularly revisit and monitor new positive reviews to stay updated on evolving customer sentiments. Adjust your marketing messages as needed to reflect ongoing client feedback.
  27. Example: If a new positive trend emerges around "timely project delivery," consider integrating this aspect into your marketing.

Other Benefits of a Google 5 Star Review

 Utilizing positive feedback to craft a marketing message strategy, one that aligns precisely with what your ideal clients value, is the key to transforming a google 5 star review into a potent marketing tool. Beyond shaping your core message, you can also identify recurring themes that serve as excellent topics for expert articles, FAQs, email subject lines, sales process and ad copy. These insights can elevate your educational presentations or Google Ads, ensuring that you leverage the words and phrases of your ideal clients to attract more of the same.

Reach Your Customers through Your Marketing Message

The crucial insight from this post is that your marketing message needs to persuade your ideal customer to choose your business. Emphasize highlighting the unique problems your solve, establishing an emotional connection, and clearly demonstrating the benefits for your customers. By doing so, you're likely to develop a marketing message that directly resonates with your target customer, ultimately contributing to the expansion of your client base.

Contact Your Marketing Consultant at Indispensable Marketing

If you’re a small service based business that needs help with developing a powerful marketing message and showing up on the first page of search results on Google, Bing or Yahoo at Indispensable Marketing we can help. We offer marketing strategy consulting, marketing audits, and monthly marketing packages. Contact us for more information.

 

The Missing Layer in AI: Why Judgment, Not Just Data, Will Define the Next Era of Intelligence

By Patrick McFadden • May 2, 2025
Everyone is scaling outputs. Almost no one is scaling judgment.

Everyone Talks About AI Judgment. We Built It.

By Patrick McFadden • May 2, 2025
Ask anyone in tech where AI is headed, and they’ll tell you: “The next leap is reasoning.” “AI needs judgment.” “We need assistants that think, not just answer.” They’re right. But while everyone’s talking about it, almost no one is actually shipping it. So we did. We built Thinking OS™ —a system that doesn’t just help AI answer questions… It helps AI think like a strategist. It helps AI decide like an operator. It helps teams and platforms scale judgment, n ot just generate output. The Theory Isn’t New. The Implementation Is. The idea of layering strategic thinking and judgment into AI isn’t new in theory. The problem is, no one’s been able to implement it effectively at scale. Let’s look at the current landscape. 1. Big Tech Has the Muscle—But Not the Mind OpenAI / ChatGPT ✅ Strength: Best-in-class language generation ❌ Limitation: No built-in judgment or reasoning. You must provide the structure. Otherwise, it follows instructions, not strategy. Google DeepMind / Gemini ✅ Known for advanced decision-making (e.g., AlphaGo) ❌ But only in structured environments like games—not messy, real-world business scenarios. Anthropic (Claude), Meta (LLaMA), Microsoft Copilot ✅ Great at answering questions and following commands ❌ But they’re assistants, not advisors. They won’t reprioritize. They won’t challenge your assumptions. They don’t ask: “Is this the right move?” These tools are powerful—but they don’t think for outcomes the way a strategist or operator would. 2. Who’s Actually Building the Thinking Layer™? This is where it gets interesting—and thin. Startups and Indie Builders Some small teams are quietly: Creating custom GPTs that mimic how experts reason Layering in business context, priorities, and tradeoffs Embedding decision logic so AI can guide, not just execute But these efforts are: Highly manual Difficult to scale Fragmented and experimental Enterprise Experiments A few companies (Salesforce, HubSpot, and others) are exploring more “judgment-aware” AI copilots. These systems can: Flag inconsistencies Recommend next actions Occasionally surface priorities based on internal logic But most of it is still: In early R&D Custom-coded Unproven beyond narrow use cases That’s Why Thinking OS™ Is Different Instead of waiting for a lab to crack it, we built a modular thinking system that installs like infrastructure. Thinking OS™: Captures how real experts reason Embeds judgment into layers AI can use Deploys into tools like ChatGPT or enterprise systems Helps teams think together, consistently, at scale It’s not another assistant. It’s the missing layer that turns outputs into outcomes. So… Is This a New Innovation? Yes—in practice. Everyone says AI needs judgment. But judgment isn’t an idea. It’s a system. It requires: Persistent memory Contextual awareness Tradeoff evaluation Value-based decisions Strategy that evolves with goals Thinking OS™ delivers that. And unlike the R&D experiments in Big Tech, it’s built for: Operators Consultants Platform founders Growth-stage teams that need to scale decision quality, not just content creation If Someone Told You They’ve Built a Thinking + Judgment Layer™… They’ve built something only a handful of people in the world are even attempting. Because this isn’t just AI that speaks fluently. It’s AI that reasons, reflects , and chooses. And in a world that’s drowning in tools, judgment becomes the differentiator. That’s the OS We Built Thinking OS™ is not a prompt pack. It’s not a dashboard. It’s not a glorified chatbot. It’s a decision architecture you can license, embed, or deploy— To help your team, your platform, or your clients think better at scale. We’ve moved past content. We’re building cognition. Let’s talk.

We Found the Missing Layer AI Has Been Waiting For

By Patrick McFadden • May 2, 2025
In every era of innovation, there’s a silent bottleneck—something obvious in hindsight, but elusive until the moment it clicks. In today’s AI-driven world, that bottleneck is clear: AI has speed. It has scale. But it doesn’t have judgment . It doesn’t really think . What’s Actually Missing From AI? When experts talk about the “thinking and judgment layer” as the next leap for AI, they’re calling out a hard truth: Modern AI systems are powerful pattern machines. But they’re missing the human layer—the one that reasons, weighs tradeoffs, and makes strategic decisions in context. Let’s break that down: 1. The Thinking Layer = Reasoning with Purpose This layer doesn’t just process inputs— it structures logic. It’s the ability to: Ask the right questions before acting Break down complexity into solvable parts Adjust direction mid-course when reality changes Think beyond “what was asked” to uncover “what really matters” Today’s AI responds. But it rarely reflects. Unless told exactly what to do, it won’t work through problems the way a strategist or operator would. 2. The Judgment Layer = Decision-Making in the Gray Judgment is the ability to: Prioritize what matters most Choose between imperfect options Make decisions when there’s no clear answer Apply values, experience, and vision—not just data It’s why a founder might not pursue a lucrative deal. Why a marketer might ignore the click-through rate. Why a strategist knows when the timing isn’t right. AI doesn’t do this well. Not yet. Because judgment requires more than data—it requires discernment . Why This Is the Bottleneck Holding Back AI AI can write. It can summarize. It can automate. But it still can’t: Diagnose the real problem behind the question Evaluate tradeoffs like a founder or operator would Recommend a path based on context, constraints, and conviction AI today is still reactive. It follows instructions. But it doesn’t lead. It doesn’t guide. It doesn’t own the outcome. And for those building serious systems—whether you’re running a company, launching a platform, or leading a team—this is the wall you eventually hit. That’s Why We Built Thinking OS™ We stopped waiting for AI to learn judgment on its own. Instead, we created a system that embeds it—by design. Thinking OS™ is an installable decision layer that captures how top founders, strategists, and operators think… …and makes that thinking repeatable , scalable , and usable inside teams, tools, and platforms. It’s not a framework. It’s not a chatbot. It’s not another playbook. It’s the layer that knows how to: Think through complex decisions Apply judgment when rules don’t help Guide others —human or AI—toward strategic outcomes This Is the Missing Infrastructure Thinking OS™ isn’t just about better answers. It’s about better thinking—made operational. And that’s what’s been missing in AI, consulting, leadership development, and platform design. If you’re trying to scale expertise, install judgment, or move from tactical to strategic… You don’t need a faster AI. You need a thinking layer that knows what to do—and why. We built it. Let’s talk.
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