Marketing for the green industry
The system that turns your goal into a plan, then runs it.
More customers, more demos, more clients. Bring whichever one is yours. It comes back as the best plan we know how to build: each step clear, each step costed, each one closer than the last. Then we run it, the same people who wrote it. If you agree with the plan, we get to work.
Both free. Neither comes with a follow-up sequence chasing you for a month.
Conversion on a registration page. Not a benchmark: the actual number, on paid and organic traffic, for a green-industry software company.
Visitor-to-lead conversion, against a published industry median in the low single digits.
Nine years in marketing. The last five inside this industry, from copywriter to Head of Marketing at a landscaping software company.
Khushi ran paid social at the world's largest media agency, for Essilor, Nestlé, and Discover. Brands that don't accept pretty reporting.
The problem
The green industry has a marketing problem.
The internet is full of marketers selling shortcuts. Recycled frameworks, borrowed theories, advice that sounds right and does nothing. And the whole industry pays for it: the crews doing the work, the vendors selling to them, the consultants advising them. Whichever seat you sit in, you probably arrived at our door in one of three states.
The Burned
You paid an agency that didn't understand your business. The deliverables looked fine and moved nothing. Now anyone with a deck makes you suspicious. Fair.
The Confused
You built something real, but marketing is a foreign country. Every guru on the internet has a framework, and none of them has ever mowed a lawn or sold to someone who does.
The Stuck
You scaled on instinct and referrals. That playbook hit its ceiling. The business outgrew its own marketing, and you know it.
Who this is for
One industry. Every seat at the table.
Seat 01 · The crews
You do the work.
Landscaping, lawn care, tree care, paving, pressure washing. You need the phone ringing with the right jobs in the right zip codes, and a name that wins the bid before you show up.
Seat 02 · The vendors
You sell to the people who do it.
Software, equipment, financing, services. You need operators to read you as one of their own, not another booth at the expo. We spent five years in this exact seat, marketing software to landscapers.
Seat 03 · The advisors
You advise the industry.
Consultants and coaches. You sell trust, so your marketing has to earn it before you ever get the call: the newsletter worth opening, the webinar worth an hour, the name owners repeat to each other.
Sound familiar?
If you've hired an agency before, you know the script.
You're on your third account manager in two years.
You paid for a website you don't have the login to.
The report says impressions are up. Nobody can tell you if that's good.
The leads are for services you don't even offer.
You ended up rewriting the copy yourself.
None of that is bad luck. It's how most agencies are built: sell with the senior, deliver with the junior, report in clicks, keep the logins. We built Truth Tailors to be the opposite. Here it is in writing.
What we promise
Six things you can hold us to.
You own everything.
The website, the copy, the ad accounts, the analytics. In your name from day one, and still yours the day you leave.
No account managers.
You deal with the founders directly. Nobody translating your business secondhand, and nobody to lose your context in a handoff.
We count jobs, not clicks.
Reporting tells you what a customer cost to win and whether that number is good. One page. Plain English. You'll never wonder what you're looking at.
A hard client cap.
We take a small number of clients at a time, on purpose. You will never feel like account number forty. When we're full, we say so.
One seat per market.
We won't run your playbook for your competitor, whether you mow lawns, sell software, or coach the people who do. If they got here first, we'll tell you straight.
We'll tell you no.
If a channel won't work for you, we say it, even when we could bill for it. If we're the wrong fit entirely, we'll say that too.
How we sell
You decide. We just tell you what we think.
A plan, not a guarantee.
The plan is our considered opinion: what we would do in your shoes, what it costs, and where it could fail. Formed by people who have done this work inside your industry, stated plainly enough to disagree with.
No value theater.
You will never hear "this is worth $3,000, but for you, $300." Inflating a number to discount it is a trick, and a vendor who tricks you at the door will trick you after it.
If our judgment doesn't convince you, a discount shouldn't.
The decision stays yours.
No countdown timers. No "two spots left." No sequence wearing you down for a month. We make the case once, plainly, and then it's your call. A clear no is a useful answer for both of us.
In their words
From people who watched us work.
Amaan was on our marketing team for about three years. He set up our webinar program from scratch and wrote the landing pages - those were converting over 50%. We still run webinars the way he set them up.
Testimonial 01 · more to follow as engagements close
What we believe
Big brands buy reach. You don't need to.
Most marketing sold in this industry is a small copy of what national brands run: broad messages, borrowed playbooks, a little bit of everything. That math works when you have a national budget. At green-industry scale it just makes you an expensive echo.
A smaller business wins by being unmistakably specific. One industry. One buyer. One message, said better than anyone else says it. It's why this agency works only in the green industry, and it's the first thing we look for in your marketing: where you're blending in, and where you could stand alone.
"When the world zigs, zag." · BBH, 1982
How we work
The Plumb Line.
A plumb line is the oldest tool for testing whether a wall is honest. Masons have trusted it for a few thousand years. It hangs on our logo, and it's the system every engagement runs on.
Hang the line
We learn your business before we touch your marketing. Your offer, your seasons, your margins, your last hundred jobs or deals. You won't have to teach us the industry. We already speak it.
True the wall
Your goal comes back as a plan. What to say, who to say it to, and where. In plain English, with a number attached and a reason for every line in it.
Build
The plan runs. We build, ship, and measure in customers won. What works gets more money. What doesn't gets cut, even when it was our idea.
No magic framework. No three simple steps. Three honest ones.
What we do
The work, stated plainly.
Strategy & Positioning
Why your customer picks you over the other three bids, or the other three booths at the expo, said in words they actually use.
Copywriting & Content
We write it. After talking to your customers, not just you. You will never be handed copy that needs rewriting.
SEO & AI Search New
Ranking on Google still matters. Being the name ChatGPT gives when someone asks for a landscaper in their town, or for the best software to run a crew, is what's next. We build for both.
Paid Ads
Ads that don't read like ads. Ours ran best in NALP's Edge newsletter, against the whole industry's.
Email & Newsletter
Sequences that get opened because they're worth opening. No drip campaigns that read like drip campaigns.
Websites
Fast, clear, built to turn visitors into calls. And you keep the keys. See promise 01.
Recruiting Marketing
Your hardest marketing problem might be hiring crews, not finding customers. We treat "landscaping jobs near me" with the respect it deserves.
The free audit
See our judgment before you pay for it.
Send us your website. Amaan records a video walking through it: what's costing you customers, what we'd fix first, and why. In plain words, in your inbox within three business days.
These are recorded by hand, a few each week. If there's a queue, we'll tell you where you are in it.
Why free? It's the fastest way to show you how we think. If the video is useful, you'll know who to call. If it isn't, you've lost ten minutes and learned something anyway.
Before you book
This only works for some people.
Worth a call if
- You run a real business and could handle more customers tomorrow.
- You want a partner you can trust with decisions, not a vendor to micromanage.
- You can give a strategy a season to compound.
- You'd rather hear the truth than a pitch.
Not a fit if
- You need leads by Friday.
- You're shopping on price alone.
- You want to approve every comma before it ships.
- You're after a quick logo or a one-off website flip.
If the right column is you, no hard feelings. We're just not your agency, and we'd rather both of us know that now.
Straight answers
The questions you're already thinking.
What does this cost?
Every engagement is scoped as its own project. No packages, because your business isn't a package. Come to a consultation, tell us where you are, and you'll leave with a number and exactly what it buys.
If the math doesn't work for your size, we'll say that instead of quoting you anyway.
Who actually does the work?
The founders, directly. Amaan writes the strategy and the copy. Khushi runs the media. A small team behind us handles delivery when the workload calls for it.
What you'll never get is an account manager. When you call, a founder picks up, and the person explaining a decision is the person who made it.
Where are your case studies?
Being built right now, with real clients, and we'll publish them with real numbers when they're done. Truth Tailors is new. The experience isn't.
Until then, judge us the way your customers judge you: by the work in front of you. Start with how this page reads. Or send us your site and watch us work on something you know inside out.
Do you run discounts or launch offers?
No. A price that drops 90% the moment you hesitate was never a real price. We scope the work, put a number on it, and stand by the number.
If the number doesn't work for you, that's a fair outcome. We'd rather part as straight shooters than start as hagglers.
Do you lock clients into long contracts?
No. Every engagement is a project with a start, an end, and a deliverable. If we're worth keeping, you'll keep us without a contract making you.
Will you work with my competitor?
No. One seat per market: one operator, one vendor, one consultant in a given patch. If your competitor got to us first, we'll tell you on the call and save everyone the time.
What if it doesn't work?
Then you hear it from us first, with the numbers and what we'd change. Marketing is hard and getting harder. Anyone promising guaranteed results is selling something that won't work.
What we can guarantee is that you'll always know the truth about how it's going.
Get started
Let's talk about your business.
30 minutes. No pitch deck. No pressure. We'll ask about your business, tell you what we'd do, and be honest if we're not the right fit. Either way, you leave knowing more than you came with.
Or write to us: khushi@truthtailors.com