housebroken. happily married, father of 2 Lebowski achievers, co-founder of @get_Munch
Israel
Joined December 2008
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An LA dive bar that's been around since the 70s may lose its patio next week. Now regulars are flooding the feed with memories of the place.
Every local spot has that kind of love. It just sits in people's heads until something's at risk.
Don't wait for a goodbye to tell the story.
The most common social media plan for a small business is nothing.
One of our customers built her career before social mattered. Her words: "How do you jump into it when you really don't know?"
Her plan now: a photo Tuesday, a carousel Wednesday, a thought piece Thursday.
One of tech's best-known investors says the edge left after AI is human relationships. Trust, presence, showing up in person.
Every plumber, barber and dentist already runs on that. They've just been too busy to post about it.
Let AI handle the posting. Keep the handshake.
A creator with 2.1 million followers ran for village office. He got 33 votes. 11 were family.
Followers aren't neighbors. The local shop with 400 followers who all live 10 minutes away has the better audience.
Reach is a number. Being known in town is the business.
Software is moving from charging per seat to charging per finished job.
Startup lesson I keep relearning: owners never wanted software. They wanted the thing done. The review answered. The post up on Tuesday.
Charge for that and the pricing page gets a lot shorter.
The best photo for a small business post is the one you almost didn't take.
The job half done. The van at 7am. The crew eating lunch on a tailgate.
Stock photos look finished. Real ones look like you're open.
The features that matter most are never the clever ones. They're the ones that remove a step.
This month's: if your brand had its own font, you had to settle for the closest lookalike. Now you upload the file once and pick it like any other.
Your brand shouldn't need a stand-in.
The tell isn't that AI wrote it. It's that nobody who works there would ever say it.
"Elevate your space." "Your journey starts here." No plumber in history has said that out loud.
Your customers know how you talk. Post like that.
Someone DMs "how much?" Here's a reply that books:
1. A real range, not "it depends"
2. One question that sizes the job
3. Two times you could do it this week
"DM for pricing" gets you DMs. A clear answer gets you bookings.
Most small businesses don't have a junior SDR. They have the owner, checking texts between jobs at 9pm.
So the agent doesn't have to beat a trained human. It has to beat voicemail.
That's a much lower bar, and most shops are still losing to it.
A listing went viral pitching a lawn care business as passive income for people with day jobs.
Ask anyone who runs one. Crews no-show at 6am. A customer calls about the edging at 9pm.
Nothing about a service business is passive. The busywork around it should be.
Founders and investors are arguing over who should write the intro blurb.
Startup lesson I keep relearning: write it yourself, before anyone asks. Three lines. What you do, who it's for, why now.
Nobody will describe your company better than you on a good day.
Startups now call their content team "new media." Green screens, editing bays, big salaries.
The local bakery has none of that. It has the owner, a phone, and flour on the counter.
That's not the weaker version. Customers trust the flour more than the green screen.
The first AI agent most small businesses deal with won't be one they bought. It'll be a customer's, asking for a quote.
The hardest part of building AI for small businesses isn't the AI.
It's that every owner sounds different. A roofer in Ohio and a nail salon in Miami can't get the same post with the logo swapped.
Most of the real work is in that difference.
Half the AI crowd says SaaS is dead and every company will run its own custom software.
The plumber doesn't want custom software. He doesn't want any software. He wants the posts to go out and the phone to ring.