All Episodes

Stories are the key to attention. Attention is the precursor to money. If you want more money, then you need better stories. Better stories are remembered. They change perspectives. They alter reality. They set events in motion. They change the world. They propel small home service companies forward into large home service companies. We are …

“Going Out of Business! Everything Must Go!! BIG SALE!” A furniture store can move a year’s worth of inventory in two weeks with a liquidation sale. It works. Once. But you don’t get to pull the same trick twice. Fake sales are carnival barking — they prey on the uninitiated. The wise shopper isn’t fooled. …

BAT CHILD FOUND IN CAVE! That headline screamed across the cover of Weekly World News in 1992. “He is not a boy or a bat. He’s a Bat Boy! We suspect that the mother is a local.” – Dr. Ron Dillion The story was pure hogwash. But that headline sold over a million copies and …

As a child, I had a hard time remembering to feed the pigs. I’d come home from school and do what boys do. By nightfall, the pigs were hungry, and I was already in bed. I never did this on purpose. I was a boy, and distractions came easy. Until one night. My stepdad woke …

What would Jesus say about pay-per-click leads? He already told us — about houses, foundations, and sand. Google is constantly changing how your home service business generates leads. They promote these changes as if they’re for your benefit, but they mostly benefit Google and the pay-per-click marketers that resell their services. Every quarter new rules …

Do you have the Tools, the Touch, or Both? I’ve seen a lot of people who know the tools. They’ve studied the greats. They can name-drop Ogilvy and Caples and Schwartz. They know the rules. But their copy still feels flat. Why? Because knowing the science isn’t the same as having the touch. The touch …

Do you know the difference between strategy versus tactics? Strategy is the long-term belief system and framework that guides every decision. It’s what you believe will work and how you align with customer truths. Tactics are the short-term tools, executions, and levers you pull (ads, discounts, headlines, bursts). They get responses, but without strategy, they …

The 5 Truths about Television in Your Media Mix Here are 5 truths you must know before you start advertising with Television. #1 – Highest Impact, Highest Barriers “Doing TV well is really hard… and it’s never, ever, ever quick or cheap.” TV has the power to move people like nothing else. But don’t kid …

“A Diamond Is…” What popped into your head says something about you. Get the attention of a group, say those three words, and pause. Try it. You’ll hear “Forever!” and “A girl’s best friend!” overlapping. I’ve run this experiment many times, and the results are predictable. It’s led me to this belief: If a polling …

How are your leads? In the good ole days, a digital lead was inexpensive. There were 3 paid ads at the top, and a list of highly recommended companies based on Search Optimization. Yes, a man could make a living on less than $2,000 a week in digital ad spend. And if a man had …

You can close your eyes, but you can’t close your ears. That truth has kept us alive for thousands of years. It’s why a mother hears a whimper from the next room. It’s why we jolt awake in the night without knowing why. It’s why your brain can remember a song lyric from 1997 but …

Most brands are too scared to take a stand. They water down their message. They try to appeal to everyone.  They chase likes, not loyalty. But great brands don’t do that. They’re not built on popularity. They’re built on belief.  They draw a line in the sand and say:This is who we are. If you’re …