Time Tested Business Lessons
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Rusty Carnes, owner of Carnes Brothers Funeral Home in Galveston, shared the story of building his business over the past 32 years. He and his brother started in 1990 with a clear vision, a detailed business plan, and the determination to be number one in their market. They secured an SBA loan, remodeled a building to their specifications, and entered a highly competitive industry against well-established funeral homes dating back to the 1800s. Rusty emphasized the mindset that it is easier and safer to be at the top, provided you are willing to work hard to maintain that position.
He explained that success in business requires viewing every customer as your boss, consistently delivering on promises, and focusing on quality rather than being the cheapest. Rusty dismissed “bottom-feeding” pricing strategies, noting that people are willing to pay more for superior products and services. The goal should be to be the best in your field, managing costs carefully but never compromising on quality, whether in service, merchandise, or expertise.
Rusty discussed the challenges of the early years, which centered on becoming known and building a reputation. He stressed the importance of constant visibility — being present at community events, joining organizations, and networking face-to-face. He also highlighted the role of strategic advertising, both in traditional formats like newspapers (despite their limitations) and in community publications. Over time, social media emerged as a powerful, cost-effective tool, with YouTube being particularly impactful for targeted outreach.
One of Carnes Brothers’ most successful marketing efforts was a YouTube campaign during the COVID-19 pandemic. Rusty researched health guidelines and laws to provide accurate, comforting information to families at a time when many funeral homes were limiting services. This content was offered in both English and Spanish, expanding their reach and building trust within a broader community. Rusty credited the professional production quality of these videos and the value of working with an experienced videographer for their success.
In closing, Rusty reflected on the value of creating content people truly want to hear, not just what the business wants to say. He advised writing scripts in advance, making messages engaging, and using visual appeal to capture attention. While his COVID-19 informational video drew the most viewers due to its relevance and depth, other campaigns — like those showcasing their facilities — also performed well. His overarching message was clear: combine quality service, strong community presence, and effective storytelling to build a lasting, successful business.
The video of the conversation is below: