FH Growth Equation Diagnostic

Your Growth
Equation Score

15 questions across Voice, Impact, and Customer Experience. See where your trust-building system is strong — and where it has gaps. Results are yours to keep. No email required.

15 questions About 5 minutes No email required

Matt Willis · Partner, Wizard of Ads®

Voice

Section 2 of 3

Voice

How many people in your community are regularly hearing from you — and how consistently are you showing up?

Question 1 of 5

Roughly what percentage of families in your market area would recognize your funeral home's name without being prompted?

Less than 10% — I'm largely unknown beyond families we've already served 10–25% — Some recognition, mostly from past families or word of mouth 25–50% — Reasonably well known, though not the first name most people think of More than 50% — Most people in our market know who we are

Question 2 of 5

How consistently does your funeral home advertise throughout the year?

Only when business is slow, or around specific holidays Periodic campaigns with quiet stretches in between Most of the year, with occasional gaps Year-round, consistently, regardless of call volume

Question 3 of 5

How would you describe your current advertising approach?

We primarily rely on search and directories — families find us when they need us We do some community-facing advertising, but most calls still come from search or word of mouth from past families We invest consistently in media that reaches people in their daily lives — not only when they're searching for a funeral home Our advertising is a sustained brand-building effort — we invest in the community's relationship with our name before they ever have a reason to call

Question 4 of 5

How long have you maintained a consistent advertising presence in your current market?

Less than 1 year, or our advertising presence has been inconsistent for several years 1–3 years 3–7 years of reasonably consistent presence More than 7 years of year-round, consistent presence

Question 5 of 5

When someone in your community has a need, how likely are they to think of your name first — before searching online?

Unlikely — most families find us through search or a directory Somewhat likely — some families know us, but many still search first Likely — we're frequently the first call for families in our area Very likely — we are the default name most people in this community reach for

Please answer all 5 questions before continuing.

Impact

Section 3 of 3

Impact

When people encounter your advertising, does it create an emotional bond — or just deliver information?

Question 1 of 5

If a competitor replaced your name and logo in your current advertising, could they run it without changing anything else?

Yes, easily — our ads focus on services, location, and value Mostly yes — there's warmth, but nothing that's uniquely ours Probably not — our message reflects something specific about who we are Definitely not — our advertising is unmistakably ours; no one else could run it

Question 2 of 5

How would you describe the primary tone of your advertising?

Professional and informational — we communicate what we offer and how to reach us Warm but fairly generic — we express care, but so does every funeral home in our market Personal and story-driven — we share specific moments, beliefs, or community ties Emotionally distinctive — families and community members have told us our advertising moved them

Question 3 of 5

How often does someone mention your advertising unprompted — a community member, a family, or a referral source?

Rarely or never Occasionally, but it's not something we count on Fairly often — people mention our ads without being asked Regularly — our advertising consistently generates real comments and responses

Question 4 of 5

How consistent has your core message or story been over the past three or more years?

We change our approach regularly — new taglines, new campaigns, new themes We stay in similar territory, but the message and execution shift frequently Our core message is fairly stable, though the execution evolves We have told essentially the same story for years, and people know what we stand for

Question 5 of 5

How do families who have never used your funeral home typically describe what makes you different from competitors?

Most can't — they see us as similar to others in the area Some say we seem caring or professional, but can't point to anything specific They often mention something specific — our story, our values, or our approach We're consistently described in terms that match our own sense of who we are

Please answer all 5 questions before continuing.

Customer Experience

Section 1 of 3

Customer Experience

When families encounter you directly, does the experience validate what your advertising promises — and create moments they talk about?

Question 1 of 5

How consistent is the experience families receive, regardless of which staff member handles their arrangement?

It varies — the experience depends heavily on who is available Generally consistent, but there are noticeable differences between staff Mostly consistent — we have informal expectations but not a defined system Very consistent — we have clear standards and every family receives the same level of care

Question 2 of 5

Do you have a deliberate post-service follow-up process that happens for every family after the service concludes?

No — follow-up happens informally when staff think of it We send a form letter or sympathy card We have a follow-up process, though it isn't always consistently executed Yes — every family receives a personal follow-up (note, call, or both) within a set timeframe

Question 3 of 5

How often do families specifically describe a moment that surprised them — something they didn't expect from a funeral home?

Rarely or never — families seem satisfied but not surprised Occasionally — a staff member goes above and beyond, but it's not by design Fairly often — we create memorable moments, though not always systematically Regularly — we intentionally design these moments and families often bring them up afterward

Question 4 of 5

Does your staff know what your advertising communicates — and do they see themselves as the delivery mechanism for that promise?

No — marketing and service operate independently Leadership is aware, but it hasn't been communicated to front-line staff Staff understand our brand generally, but it's not formally connected to their daily work Yes — staff understand that the experience they deliver is the brand, and act accordingly

Question 5 of 5

When a family leaves your care, how confident are you that they would recommend you by name to a friend in need?

Not very confident — they seemed satisfied, but I wouldn't count on a referral Somewhat confident — most families seem happy, but we don't hear much from them afterward Fairly confident — referrals happen regularly and families often reach back out Very confident — word-of-mouth referrals are a consistent and meaningful source of new calls

Please answer all 5 questions before continuing.

Your Results

Your Growth Equation Score

Also known as your Trust Moat Score — a measure of how defensible your position is in your market.

Overall Trust Score

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out of 100

The Growth Equation

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Voice

—

Impact

—

Cx

The Foundation · Voice & Impact

What this pattern usually means

"In the absence of an emotional connection, people always choose the lowest price."

— Roy H. Williams, Wizard of Ads

This is what Matt's team specializes in.

Building the Growth Equation for your specific market — Voice that reaches your community, Impact that bonds them to your name, and Customer Experience that turns families into your most powerful referral source. Not a generic campaign. A strategy designed for where you are.

45 minutes on Zoom No pitch, just clarity Walk away with a direction

Book a Free Strategy Session →

calendly.com/mattcwillis/fs-trust-strategy-call

Want to send these results to Matt for a personal review?

Matt will reply personally to schedule your call.

Prefer email? mattwillis@wizardofads.com · mattcwillis.com

Your GrowthEquation Score

Voice

Impact

Customer Experience

Your Growth Equation Score

What this pattern usually means

This is what Matt's team specializes in.

MattWillis@WizardOfAds.Com

Your Growth
Equation Score