Total Spots: 10
Spots Sold: 6
Ratchet sales to $10MM (or more?)
Crack the code on advertising that works?
Create brand value that will allow you to SELL your company someday?
Put $1MM or more in personal income in your pocket every year?
Let me cut to the chase: I’m looking for owners of remodeling and service contractor businesses who want to jump to a new level of sales, but aren’t 100% sure how to get there.
Maybe you’ve been stalled out in the $2MM to $5MM range for several years now.
Maybe your sales are higher than that—but still stalled out.
Or maybe you’re still a “little guy” doing under $2MM, and want to do much more.
The reason companies stall is always the same: they don’t have a reliable way to generate enough leads to sustain more sales.
They can barely make the phone ring enough to support $3MM in sales, so getting to $10MM seems like a pipe dream.
So they stall out. They just stay in a narrow range that only moves up or down due to external factors like the economy or the weather.
This 2-day seminar is for owners who want to find new ways to GROW. To grow fast… and to grow with predictable control.
To get to the next level, you have to know how to keep your leads pipeline full at all times. And for most companies, that means jumping off a cliff into uncharted territory.
Many try TV and fail. They try radio and fail. They try online marketing and can’t get enough leads.
And so they settle into their comfortable pattern of never really growing. They’re stuck.
How did they grow so fast?
They do lots of things right. Lots of things.
But now look at these marketing budget numbers:
Notice anything? They went from spending almost NOTHING on TV and radio, to spending millions. More on this below.
There’s a simple 3-step formula that works like a charm—but most business owners either don’t know it, don’t believe it, or don’t have the guts to do it.
Here it is:
If you’re reading this and you don’t do #1, don’t come to this seminar. You’ll be wasting everyone’s time. It’s absolutely imperative that you sell high quality stuff that people love for these methods to work.
You can’t expect the market to reward schlock with $10MM. Just… no.
But #2—charging high prices—is where most contractors start to run into trouble.
I’m talking about charging really high prices. A lot higher than your competitors. I’m talking about making sure that you’ve marked up your products 3 to 4 times over your hard costs.
3 to 4 times!
Most contractors MAYBE mark their stuff up by double. That’s not enough to be a real player.
In the seminar, I’ll show you how to jack up your prices so that you can dominate your industry. It might be painful—strike that—it WILL be painful. But it’s 100% mandatory that you have great margins (and I mean GREAT margins) if you want to join the elite $10MM club.
That’s because to build a long-term sustainable (ie, profitable) business, you have to have plenty of money to cover EVERYTHING. All the costs. Including the unexpected ones.
One of my clients just spent $2MM on a new building. That’s just the CASH they dumped into it; it doesn’t include the financed part. Then they just lost a $500k lawsuit against a former employee (it’s California, so yea).
Did they panic and slash their marketing budget? Did they trim their workforce down to deal with the big cash outlays? Heck no! They just had their highest sales month EVER in July ($4MM) and are now gunning for a $5MM MONTH. Not per year, per MONTH.
They charge the highest prices of any company in their industry in their area—by a mile.
And they just keep sucking up all the market share from all the little guys who charge HALF or less of what they do.
Because they are awesome at what they do. And their prices are so high that they can afford to spend a FORTUNE on marketing and advertising.
That’s the secret. They spend more on marketing each month than most of their competitors do in top-line sales in a year. And they win. Big.
You just can’t spend a ton of money willy-nilly. You have to spend those sacred marketing dollars the right way, at the right times, and on the right things.
Your biggest marketing priorities, in order, should be:
IN. THAT. ORDER.
Did you notice that the first three things on the list can be grouped into “online marketing?”
Yes, you need to have high prices and spend a fortune on TV and radio advertising. But if you don’t have a rock solid internet marketing foundation, it’s not going to work.
In the seminar, we’ll cover IN DETAIL how to actually do internet marketing right. And trust me, almost everybody is getting it wrong… everybody.
Internet marketing won’t get you to $10MM all by itself—but it is a crucial foundation that you must master if you have big ambitions. Stated another way: If your internet marketing plan isn’t bullet-proof, you’ll fall on your face before you ever get halfway there.
We’ll cover each of the 4 “non-negotiables” of internet marketing in the seminar:
It’s not enough for your website to “look good,” it has to convert people into leads. Most websites stink at doing this… because most websites look, feel, and read like everyone else’s website. Differentiation is the name of the game. And I’ll show you how to WIN that game.
It’s 2016—if you’re not getting huge quantities of quality leads from PPC advertising (Google AdWords), you are losing out big time! Depending on the size of the city you serve, and what you sell, your PPC budget should be $10,000 to $100,000 PER MONTH. You should be making a killing off PPC. I’ll show you how to do it in the seminar.
People trust online reviews. But most contractors either aren’t getting them at all (or nearly enough), or they’re gathering them in review platforms that are hurting their SEO (like Guild Quality, for example). We’ll teach you how to get tons of 5-star reviews on all the major review engines (Google, Yelp, BBB, Houzz, Facebook, etc.) and win the social proof war.
News flash: If your company isn’t listed in the top 2 or 3 results on Google, you’re dead meat. Sure, you might continue to meander along selling a few million a year… but you’re not going to get to $10MM. Mastering SEO is actually relatively easy, cheap, and quick. If you know what you’re doing.
To get where you really want to go, you have to reach a huge audience with your message… and you have to do it in a cost effective way. You have to have a major presence on TV and radio.
There’s a difference between “being on TV” and doing TV right. Same thing for radio. Or anything else. If you’re not careful, you’ll spend yourself into oblivion and never even know why.
You probably know companies who have FAILED on TV and radio. Heck, maybe you’ve gone down that path and retreated with your tail between your legs.
The ones who have failed (and there are many) have either taken BAD ADVICE FROM IDIOTS, or have tried to do it themselves, which in the context of media advertising, is kind of the same thing.
Idiots are a dime a dozen. You know what they say about buttholes being like opinions, right? Everyone has one, and they all stink.
You have to be super careful who you trust for TV and radio advice. Media buyers and agencies who do not know remodeling should not be trusted. People who don’t know YOUR business should not be trusted.
And as for owners and CEOs of remodeling companies… let’s just say that EGO often gets in the way. They THINK they can successfully negotiate with TV stations, but they can’t.
Here’s the reality: I haven’t met a single CEO of a remodeling or contracting company that can effectively negotiate TV and radio.
No, not one.
Because it’s not as simple as just dollars and sense. Make no mistake—most CEOs are good negotiators… but when you get into mass media, you have to be able to speak the language of mass media FLUENTLY or you will be taken advantage of. Period.
You’ll be negotiating the price of the spots… without any regards to how much those spots are actually WORTH. You’ll negotiate the spot down from $150 to $130 and think you did a great job. What you don’t realize is the station inflated the price from $120 to $150 in anticipation of you “beating them up on price.” You left $10 on the table without even knowing it.
They’ll even give you an “agency discount” of 15% which makes you think you’re getting an even better deal.
You’re not. That’s like telling a 6-year old you’ll give him $15 off the price of a $100 bike—but in reality the bike was only worth $50 in the first place.
You have to be fluent in frequency, CPP, CPM, demos, ratings, shares, reach, and 17 other things you probably don’t understand. And no, just because you’ve “heard those terms before” doesn’t not mean you are fluent in them.
Lack of fluency in their language leads to being on the wrong stations, on the wrong programs, and invariably… PAYING WAY TOO MUCH.
At the seminar, I’m going to teach you the basics of how to evaluate stations… and how to negotiate. All of my tried and true methods will be exposed—nothing will be held back.
I’ll show you exactly how I evaluate the stations, how I negotiate with them, and how I always get the best deal that each station has. I get better deals (way better) than the biggest dollar advertisers on the station. Better deals than national giants like Geico and Ford.
It’s not rocket science. But you have to know what you’re doing.
But why should you trust me? Good question.
In 1998, after 4 years as a marketing consultant, I found a client that put on seminars all over the country. At the time, they were spending about $100,000 a month on newspaper advertising.
I suggested they try radio—and my education as a media buyer began. Before long, I was buying as much as $450,000 a month in media for this company, and they were packing seminars like never before.
I learned all the ins and outs of researching markets, choosing stations, negotiating with sales reps, and writing commercials. I became a top 1% expert.
Over the next 15 years, I worked with dozens clients and purchased well over $100,000,000 in mass media for them collectively.
I developed a reputation as the guy who gets the absolute best deals for every client. I can’t count how many times I took over an account from a “reputable” national or regional advertising agency and absolutely slaughtered the “outstanding” pricing they had “negotiated” for their clients.
Look at this email I recently got from a radio rep who wanted to extend a contract with one of my clients. When I asked him (via email) what he was going to do to make the new deal EVEN BETTER, he replied with this exasperated message:
You’re a great negotiator; see below:
Contract prior to Rich
Contract with Rich
That’s a 16% discount and SEVEN TIMES the amount of bonus spots. Combined, that comes out to about a 35% better deal than the previous agency had negotiated. And they had supposedly “beat them up on price.” Yea, right.
When you come to my seminar, you’ll learn exactly how I do it. You’ll be learning from the best.
The other part of this equation that nobody really understands is writing great ads that move the needle. They think that if you’re spending enough money, you can just throw anything out there and it will work.
Your ads have to tell a compelling story. They have to differentiate you. They have to be memorable. And above all, they have to make people THINK OF YOU WHEN THEY ARE READY TO BUY.
In the seminar, I’ll walk you through our detailed process to create great ideas for powerful ads. It starts with deconstructing what makes you great/different/better/awesome… and then finding ways to write ads that are full of power, precision, and passion.
TV and radio work so well because your ads can be drenched in emotion. I don’t mean sappy, Hallmark card emotion. I mean emotion that captures the essence of the identity of the company.
Done properly, great ads will make people say THAT’S the company I want to do business with. THAT’S the company I trust. THAT’S the company I’m going to call when I’m ready. THAT’S the company I don’t mind paying more to work with.
Because of confidentiality issues, I simply cannot put examples of my client’s work out here on the web for anybody to see. I’m sure you understand—the last thing they want is the whole world seeing and copying what they’ve done. Or a thousand yahoos seeing this and calling them to ask questions.
But when you come to the seminar, I will show you the ads. You will hear the radio spots—hundreds of them if you want. I’ll show you the real TV commercials that are really running, RIGHT NOW.
I’ll also show you the schedules I negotiated… in fact, I will show you the progression of the negotiations—in writing—from the original deal (negotiated by an agency or the client)… to the station’s first offer to me… second, third, and fourth. Until I finally get what I want.
I’ll show you everything.
WHO SHOULD ATTEND?
Owners and marketing personnel of remodeling companies (interior or exterior) and service companies (HVAC, electric, plumbing, etc.).
CAN I JUST SEND MY MARKETING TEAM?
Bad idea. The owner should be present. The ideas presented are worth millions of dollars; if you are the owner, you need to be there to understand them so you can authorize your team to execute them.
WILL YOU BE HOLDING THE SEMINAR ANYWHERE BESIDES DALLAS?
No plans currently.
WHY DOES IT COST SO MUCH?
Two reasons. One, the information is worth much more than you’ll pay in terms of future sales and profits. And two, it screens out the serious people from those who are not. Simple as that.
IS THE PRICE PER PERSON, OR PER COMPANY?
The price is for the first person from each company. Additional people from your company (or contractors directly tied to your company) may attend for $599 each.
I CAN’T MAKE THOSE DATES. WILL YOU BE HOLDING IT AGAIN?
No plans currently. Probably in about one year.
WHY IS ATTENDANCE LIMITED TO 10 COMPANIES?
We will be discussing your individual situation. We simply don’t have enough time to work with 27 or 52 or 116 companies in 2 days.
IS THIS JUST A SALES PITCH FOR YOUR SERVICES?
The information is real and actionable. Many attendees will be interested in our help to implement. We have extraordinarily limited capacity, so even if you are interested, there’s a good chance we won’t be able to accommodate.
HOW DOES THE GUARANTEE WORK?
If you don’t like the seminar for any reason, we’ll refund all your money. Only applies to admission to event—not travel costs.
WE ALREADY DO $10MM (OR MORE)—SHOULD WE COME?
Yes. Everything you will learn will take a good company like yours to $20MM and beyond.
WILL MY COMPETITORS BE IN THE ROOM?
No. We don't allow competetive companies to attend. In fact, if you are a competitor of one of our existing clients (media clients), we will not allow you to attend. Sorry, but we have to protect our tribe.
WHAT INDUSTRIES WILL THIS WORK FOR?
Though the information and principles provided is highly valuable to a large variety of industries, the seminar focuses specifically on helping remodeling and service companies break the $10MM mark.
IS THERE A PAYMENT PLAN?
No. If you can’t pay the seminar fee, you aren’t a candidate for attendance.
WE’RE ALREADY EXPERTS AT INTERNET MARKETING & MASS MEDIA; SHOULD WE ATTEND?
We surely have something to add to your existing knowledge. So yes.
WHAT SHOULD I EXPECT TO HAPPEN AFTER THE SEMINAR?
That’s up to you. Hopefully you’ll go back to your office and start implementing all the things you learned, in order, so you can make the jump to $10MM.
WHAT ARE THE MAJOR TOPICS COVERED?
Pricing your services, creating a great customer experience, getting the right sales staff, internet marketing (web conversion, PPC, SEO, and online reputation management), and TV/radio. Other topics will be covered, but those are the main ones.
WHAT IF WE DON’T WANT TO DO RADIO AND/OR TV?
There should be a really good reason. Half of the seminar won’t be of value to you. But the other half will, so it will be worthwhile anyway.
I want to be clear: this is not like most marketing seminars. This isn’t a laundry list of tricks and tactics to use to generate leads. This is the heavy-duty stuff that will send your business to the next level.
Your only risk is the time to attend, and the travel costs associated with getting here.
I know the information is so valuable, that it is impossible for you to not find the value for your company.
Our track record for results is impeccable. This course will make a difference for you.
Here’s the guarantee: Come out to the seminar. If at any time during the two days, including at the end, you didn’t think you got value of at least 10X what you paid, speak to me privately and I will arrange for a full refund of your admission. This does not include travel arrangements.
We’ve all heard the quote, “If you do what you’ve always done, you’ll get what you’ve always gotten.”
Take a hard, honest look at your business in the last 2 to 5 years. Have you grown like you want? If not, why not?
If so, do you know how to get to the next level?
This seminar will show you the real-life nuts and bolts of marketing your remodeling company to the next level. There is no hype involved. No smoke and mirrors. And no sales pitches.
We know how to get where you want to go. Will you be there to learn how?
We will email you when a new event is posted.