Episode Summary
This episode features Luke Eggebraaten, founder of Phaser Marketing, a digital marketing agency based in Arizona specializing in excavation and construction clients. What began as a side hustle while working full-time in orthodontics turned into a purpose-driven, multi-employee agency transforming how “Dirt World” businesses market themselves online.
Top Takeaways:
- Go niche or go home: Luke’s decision to serve only excavation companies skyrocketed Phaser’s growth from 8 to 59 clients.
- Delayed gratification is the superpower of entrepreneurship. Luke waited two years before taking a paycheck.
- Purpose fuels culture. From raising $40K for a hometown fundraiser to creating careers, Phaser’s impact goes far beyond marketing.
Agency Info
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Company: Phaser Marketing
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Guest: Luke Eggebraaten
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Year Started: 2019
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Employees: 11-25
I wanted to pull the boat right next to the dock so I could just step into it. No big leap, no debt, just a plan that made going full-time a smart move.
Luke Eggebraaten
Key Takeaways
Choose a Hyper-Specific Niche
Luke went from “blue-collar” to “excavation-only,” and that made all the difference. His laser focus on the Dirt World allowed him to create targeted content, attract ideal clients, and become a true expert in his space.
“Once we committed to excavation, we went from a few clients to nearly 60—and they’re all in the Dirt World.”
Delay the Paycheck, Not the Progress
Instead of rushing into full-time entrepreneurship, Luke waited two years—building revenue, processes, and confidence before stepping away from his job.
“I wanted to step into the boat, not jump into the water. When we had $7K in the bank and recurring clients, I knew it was time.”
Serve with Value, Not Desperation
Phaser avoided early pitfalls by focusing on slow, intentional growth. Luke emphasized authentic relationships over sales at all costs.
“Desperation is a smelly cologne. Clients can sense when you’re selling to survive.”
Build a Brand Within Your Niche
Phaser’s thought leadership includes:
- Dirt Bags Podcast – Unfiltered conversations with industry pros.
- Dirt Bags University – Paid webinars on business and marketing.
- The Digital Dirt World – A book specifically for excavation companies.
- Trade Show Speaking – Featured at major events like ConExpo.
Internal Team > White Label Partners
In 2024, Phaser shifted from white-label work to building a full in-house team. Luke now leads a purpose-driven staff of 7+ full-time employees.
“Seeing our team show up in Phaser gear, building their careers—there’s nothing more rewarding.”
Lead With Purpose, Not Just Profit
Phaser’s annual Phaser Fundraiser has raised over $40K for Luke’s hometown Boys & Girls Club, with most sponsors coming from their excavation client base.
“You don’t have to be rich to give back. You just need creativity and community.”
Show Notes
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