Episode Summary
In this week’s episode of An Agency Story, host Russel Dubree sits down with Jordan Fowler, founder of Moon and Owl Marketing, a Fort Worth agency focused on search marketing and message clarity. With a background that includes roles as a pastor, communications director, and reluctant entrepreneur, Jordan’s story is anything but conventional.
Episode Highlights
- How burnout and depression during a difficult life transition led Jordan to start over
- The origin story of “Moon and Owl” and why moonlighting became a full-time mission
- A breakdown of Jordan’s data-driven, first-principles approach to SEO
- Lessons on leadership, client retention, and building trust through transparency
Agency Info
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Company: Moon & Owl Marketing
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Guest: Jordan Fowler
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Year Started: 2014
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Employees: 1-10
People don’t buy because you have the best product, they buy because they feel understood.
Jordan Fowler
Key Takeaways
Radical Empathy Is More Than a Tagline
Jordan’s concept of radical empathy is about crafting marketing messages that speak directly to a client’s customer’s lived experience, whether it’s pain or possibility. This empathy-first approach stems from his pastoral roots and is central to how Moon and Owl structures both its messaging and strategy.
Transparency Builds Retention
Only two recurring clients have left since 2011, a remarkable feat Jordan attributes to clear communication and measurable value. Clients aren’t handed vague reports or SEO jargon; they’re shown concrete results tied to revenue, not rankings.
SEO by First Principles, Not Snake Oil
Jordan was once a skeptic of SEO. Today, he’s an expert who reads patents and runs empirical tests to understand search engine behavior. His agency rejects the black-box mentality of many SEO firms and instead educates clients about the “why” behind every tactic.
From Reluctant to Resilient Entrepreneur
Jordan didn’t always want to run his own business, but adversity forced his hand. With support from his wife and help from his network, he built Moon and Owl from scratch. His story is a reminder that you don’t have to feel fearless to start, you just need to begin.
Recurring Revenue as a Strategic Advantage
By leaning into SEO and ongoing campaign work, Moon and Owl now generates over 80% of its income from monthly retainers, creating stability and freedom for long-term planning.
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