How Tim Brown Uses the Beginner’s Mindset to Disrupt Marketing and Boost Sales Performance
By Joe Crisara, America's Service Sales Coach

When I first started in the service business, I thought years of experience would make me unstoppable. But over time, I learned something powerful: it’s not what you know that keeps you growing it’s what you’re willing to learn.

That’s why my conversation with Tim Brown from Hook Agency hit me so hard. Tim has built a marketing agency that doesn’t just talk about growth he lives it. And the big lesson? Approaching your business with a beginner’s mindset will open doors you didn’t even know were closed.

Watch the full episode here: Using The Beginners Mindset To Succeed with Tim Brown with Hook Agency 

or

Listen to the podcast here: Using The Beginners Mindset To Succeed with Tim Brown with Hook Agency 

Here’s what I learned and what you can put into action today.

 
Lesson 1: Value Comes First, Before the Ask
One of the first things Tim reminded me of is that your marketing is only as good as the value you deliver before you ever make an offer.

I’ve said it before in our coaching sessions: Care before you close. When you give people value first whether it’s content, advice, or just listening to their needs they trust you. And that trust? That’s the bridge to higher conversions and premium sales.

“Once I fully understood that attention leads to money, I knew creating content that spotlights industry leaders would pay off.” – Tim Brown

Think about that for your own business. Are you leading with value? Or are you trying to sell before you serve?

 
Lesson 2: The Beginner’s Mindset Unlocks Breakthroughs
Tim brought up something that I call the “dummy curve.”

It’s the willingness to ask simple, unfiltered questions like a beginner — even when you’re an expert. It’s powerful because it removes ego and opens the door to insights you’d never get otherwise.

“Which HVAC unit would last 50 years?”

“What’s the biggest challenge you’re facing right now?”

Questions like these aren’t just clever marketing tricks. They’re how you build real relationships.

If you’re a service leader, here’s my challenge: in your next ride-along or sales meeting, ask one “beginner’s” question. Watch how much more your team opens up.

 
Lesson 3: Authenticity Beats Authority Every Time
This one hit home for me.

Too often, companies (and yes, even trainers) want to look perfect. But you know what connects? Being real.

Tim doesn’t hide behind polished messaging. He’s out there highlighting passionate contractors, showing the raw side of the trades, and amplifying authentic voices.

“Reading your Google reviews tells you what people authentically like about your company. Use that in your marketing. Mirror your best customers.” – Tim Brown

My advice? Use your reviews. Feature your techs. Share real stories. Authenticity sells better than any script ever will.

 
Lesson 4: Build Community, Not Just Customers
Tim isn’t just a marketer — he’s a connector.

When he hosted an in-person summit in Minnesota in the dead of winter, it sold out. Why? Because people want more than tips. They want to belong.

That’s exactly why we built the Service MVP Club. It’s not just about training — it’s about creating a community of like-minded professionals who want to grow together.

And if you want long-term loyalty, that’s the mindset to adopt: build a culture people want to be part of.

 
Action Plan: Put This Into Practice Today
If you’re reading this, don’t just nod along. Here’s what I want you to do this week:

• Audit Your Marketing: Does it sound like you — or does it sound generic? Use your reviews to find your real voice.
• Ask a Beginner’s Question: In your next sales meeting or training, ask one question you’ve never asked before.
• Showcase Real People: Post a photo or video of your team on the job. Let customers see the faces behind your service.
• Build Connection: Plan one event — a team huddle, a customer apprecition day, anything that builds relationships.
   

What Makes Hook Agency Stand Out
Tim’s agency doesn’t just help contractors with marketing. They teach them how to build real credibility online. Here’s what they offer:

• Same-day audits (SEO, PPC, Website) with Loom video feedback
• Online courses to help contractors grow their digital presence
• Branding that aligns your message with your company’s values
• Free marketing audits for those who want to improve before committing
  
  

Check them out at HookAgency.com.


Final Takeaway: Be Bold, Be Curious, Be Real
If you want to scale your plumbing, HVAC, or roofing business…
If you’re tired of marketing that doesn’t connect…
If you want your sales team to lead with purpose…

Start here:

• Lead with value.
• Ask like a beginner.
• Show up as your authentic self.

When you do, you won’t just win more customers, you’ll earn their trust. And that’s when real growth begins.

 
Want to learn more? Join the Service MVP Club, the ultimate toolkit for sales pros ready to grow.

 
Stay Connected:

Tim Brown 
Hook Agency
tim@hookagency.com
@HookAgency (TikTok, Facebook, Instagram)

Subscribe to the Service MVP Podcast for more interviews, expert coaching, and actionable strategies.

 
To your transformation,

Joe Crisara
America’s Service Sales Coach
Founder, Service MVP