The Level 10 Contractor Daily Podcast

It's Throwback Thursday, and today we are getting in the wayback machine and travelling to 2015 to a webinar Rich did on the topic of Pay Per Click advertising. As you listen, keep in mind that this is a few years old, and some of the specifics about how we do PPC have changed… but the overall message is still on-point.

Yes, I know, the podcast title is a little vague today–small town contractors ONLY? What is Rich up to? What is he talking about? Well… he's talking about RADIO… and some of the MASSIVE success we have had recently with small town contractor clients. How massive? You're about to find out.

Personality! It's important to make sure that your personality SHINES through when creating advertising, especially for radio and TV. Today's podcast is proof that you can have any personality you want that fits your company… AND still communicate your identity, loud and clear. This one is going to blow you away.

Everybody wants more repeat business, right? I mean, if somebody comes back for round 2, that means that a) they must have liked you pretty good the first time, and b) that's gonna be a really low lead cost! Bonus! But the truth is… even though contractors want and love repeat business, the overwhelming majority of them…. (yes… you….) to next to nothing to proactively cultivate it. So instead of just waiting for old customers to indiscriminately wander into your showroom--or call you, or whatever--let's make an effort to get them back. Like on purpose. And that's what RIch is here for today… to inspire you and show you how to do it. Giddyup!

It's Sunday, and that means that Rich turns his attention to things that are focused on either personal development or Spiritual… Imagine this: You're on a mountain with 8 teenage boys; you're their adult leader for a backpacking trip. The sun is hot, the mountain is steep, and the packs are heavy. Some of the boys start to dehydrate, and ultimately falter. They can't go on. What do you do? Well, as you're about to hear, finding your superhuman strength and pushing forward despite the challenges not only gets you to the top of the mountain, it gives you a kind of respect in the eyes of those boys that can't be earned in ordinary situations. Leadership is about being the bigger and better man--or woman, as the case may be--and Rich is going to demonstrate that on today's podcast.

Every Saturday, we showcase a topic important to you by rounding up the greatest highlights and clips from Level 10 Contractor's ENTIRE podcast run. This week, we head out on the plains like our ancestors before us to go hunting… hunting for leads that is. Lead generation is crucial, especially to a growing company. If you aren't sharpening your arrowheads and practicing your aim, you're likely to go hungry. Today, we get you fed.

It's Random Friday–that's where RIch gives you a bunch of little bite-sized marketing nuggets that weren't BIG enough to warrant their own podcast, but that were important enough to mention somewhere–and that somewhere is right here on today's podcast! Topics covered today include "a million billboards," TV ads with lots of writing on them, negative advertising, SEO that works, and a story about the prodigal (marketing) son–a company that left, and is now coming back.

Welcome to our Throwback Thursday podcast, and today we are truly going to throw it WAY back, all the way to 2003. A little context will be needed here… in the mid to late 1990's, Rich and his partner (at the time) started their marketing consulting business and became very successful in just a few short years. Then, in 2000, they started a new company called Y2Marketing that recruited, trained, and supported marketing consultants all over the country. It was a way to expand their reach, and help more clients… while also helping what turned out to be over 1,000 consultants  become successful in their own marketing consulting businesses. This recording is a training that Rich did for a group of about 25 or 30 of those consultants in Seattle in 2003. The training mostly isn't about marketing, it's about having the right mindset to be successful in business. He tells an epic story here about a woman who was literally handed, on a silver platter, everything she needed to be successful in the business, and yet somehow still managed to fail. Wait until you hear what she did AFTER she failed… it will blow you away. So many great nuggets in here--you're going to love this.

Today we're going to go off the beaten path for a minute and Rich is going to tell a fun little story about the origins of his company, and how he got his first Roofing client–a $50 million company in Fort Worth. That sounds pretty impressive, especially considering he was only 27 years old at the time. Actually, not very impressive at all… just wait until you hear what a complete disaster led up to getting this client.

Today's podcast is a review of a direct mail letter that was written by the owner of an electric company that was being sent out to people who had recently moved into a new home. Smart idea, right? Well, yes… except the letter wasn't executed very well. The letter suffers from "the curse of knowledge," where the person reading the letter knows FAR less about electrical stuff than the guy who wrote the letter… and so they pretty much have no idea what he's talking about--it goes right over their heads.

Everybody loves a good surprise, right? Not the kind where a person jumps out from behind a corner and causes you to pee your pants… I'm talking about the kind where you find a $20 bill in your coat pocket that you forgot about… or when somebody does something nice and unexpected for you. THAT kind. On today's podcast, Rich is going to build a case for creating a "surprise" budget in your business and consistently giving gifts to your customers. What!?! That sounds expensive you might be saying! And you might be right. But you might be wrong.

It's Sunday, and that means that Rich turns his attention to things that are focused on either personal development or Spiritual… and today… It's personal development. The episode is called "the long hard road," and comes from a webinar that Rich did many years ago that… more or less… tells his own story. And the story he's trying to tell is that success is NOT an overnight endeavor. It takes long, hard patience.  

Today we steer away from content creation and strategy to focus on the fundamental knowledge for successful marketing, namely: knowing your numbers. Unless you know the numbers behind your business, you're likely to fail at your marketing endeavors, either spending too much money or not spending enough to grow your business into the Level 10 giant you desire.

On today's podcast, Rich shares one of his classic stories that everyone--and I mean everyone--always remembers. WALL DRUG. It's a story about consistency, frequency, and repetition of an advertising message. Even though the story itself is about billboards, the principle applies to all forms of marketing and advertising.

In this Throwback Thursday episode, Rich revisits a webinar exploring how small "Davids" can outmaneuver big "Goliaths" in business. Through a real client story involving wasted media spend and a failing website, Rich unpacks the Level 10 Mindset: radical self-awareness. Know your strengths, surround yourself with experts for your weaknesses, and don't let small distractions cost you major opportunities.

Contractors, why is a $20M business still broke? Gary Cohen, EVP of CCN, breaks down why net profit — not revenue — is the only number that matters. We cover the 3 levers CCN pulls first with struggling contractors, the "Primal Selling System," and why discipline separates profitable owners from the rest. Plus: details on CCN's Elevate 2026 conference.

It's the age-old debate on today's podcast--does size matter? Is bigger better? In advertising, as you're about to hear Rich explain, the answer is almost always YES. He'll cover the benefits of size and give you some tips for going large for print ads, mailings, tv & radio, billboards, and even home shows.

Today's podcast is based on a very simple premise: If you can SHOW your prospects what you're all about… so that it's super easy to understand, then they're going to be more likely to believe whatever it is you're TELLING them about your products and your company. Yep, we're talking about the power of a demonstration. But what should you demonstrate… and how and where? That's what Rich is here to cover.

It's the Sunday Podcast, and that means that Rich delves into areas that have to do with Personal Development and Spirituality… and this month, we're pretty firmly in the personal development territory. This is the second of several "throwback" episodes from webinars that Rich did over 10 years ago on some personal development topics… today's is really all about Entrepreneurism, answering the question, what does it take to be able to run the show. The answer is something you may not have ever heard before… something Rich calls "Independent Personal Value," or in other words, the ability to bring value to a company or organization without relying on its existing systems or processes. It's the realm of the innovator; the maverick; the people who can make something out of nothing.

Today we drill down into Level 10's approach to Identity in marketing, specifically how to build it. Remember, your Identity is what sets you apart from the competition and it should be part of your marketing message in every single ad and on every webpage. How do you define your identity? Well, Rich has you covered here. No guesswork needed. To construct your company's identity you needn't look any further than the 5 Pillars of Identity. These include: Your products, your workmanship, your bedside manner, core values, and one pillar that covers anything else.

You're in for a treat today–Rich sits down for a conversation with industry legend, Brian Elias. That's the same Brian Elias who grew 1-800-HANSENS to an $80 million company, then sold it in 2017… then in 2020, he started a new company with his son called REFLOOR… and they are on pace to hit $70 million this year. In other words, this dude doesn't just talk the talk, he walks the walk. On today's episode, they will be talking about hiring, firing, and building company culture. You're going to want to listen carefully–this is great stuff.

It's Thursday and that means ThrowBack Thursday, where we crack the vault and pull out some gems from days gone by. Today we're going clear back to 2012 for a webinar Rich did about creating publicity stunts. Which by the way, makes it official--Rich has now covered every imaginable marketing topic on this podcast… you're welcome! This podcast is both fun and thought provoking… there is definitely something in here that you can use in your business… whether it's a challenge, a giveaway, or a raw spectacle… you're going to like this.

Everyone seems to hate SEO–so many companies make huge promises, and fail to deliver. But what if a company WAS able to do SEO right… by creating pages that Google actually likes, and that actually deliver real traffic and leads to your website. What would that look like from an ROI perspective? Answer: Way better than you could ever imagine… and definitely way better than anything else in your marketing toolkit. Rich has a dandy for you today–take a listen to this, and prepare to change the way you think about SEO.

Today's episode is a hidden marketing opportunity, just waiting for you to discover it! New Movers! Not so sure… RIch will have you convinced that this is a good way for you to market in just 15 short minutes.

Today we continue our 5 Ways to Monday series with a topic that should get your attention… closing prospects who said no the first time. Rich has ideas for recovering deals while you're still in the home… during the 1 or 2 days after the appointment… and for up to two YEARS after the appointment. This is important stuff, so get ready to take some notes.

Hello and welcome to the Sunday Podcast, where, if you're not aware, Rich dives into topics associated with personal development and spirituality. Today's episode is an excerpt from Rich's forthcoming book that he is writing on the topic of Agape Love… which, fingers crossed, will be out early next year. The section you'll hear today talks about the purpose of life, and illustrates the concept with a parable that Rich calls "The Wealthy Father." As usual with Rich–it's clear, it's concise, it's easy to understand–and it's impactful.

Today continues our series of Topic Showcases, where we focus on a crucial topic by rounding up the greatest highlights and clips from Level 10 Contractor's ENTIRE podcast run. On today's showcase, we talk about offers. From discounts to educational material to running contests, offers can be a great way to move a prospect along in the buying cycle. People ready to buy will be incentivized to act immediately or pass up a juicy discount, while shoppers less far along in their decision-making process will gladly fork over their contact details to gain a helpful guide. Contests and sweepstakes too can spur a buyer into action. Rich will discuss each and why they are crucial to your marketing success.

I think the title of this podcast is pretty straightforward… from radio and tv… to canvassing… to websites and SEO… Rich has heard a lot of dumb things come out of contractors' mouths over the years, and he's here to expose them all to you today.

Thanks for joining us for our Throwback Thursday episode of the podcast; today is Part TWO of a 2014 webinar Rich did called "Marketing Quick Picks." If you missed that, Rich covered hunting vs. farming, getting backlinks for SEO, and using soft language in sales environments. Today's topics include design tips, creative videos, jingle logos, and vanity phone numbers.

What do you think is going to happen with the economy over the next 2 to 12 months? Are we headed for a recession? Are things going to stay about the same? Get busier? Everyone has an opinion… but the truth is, nobody knows for sure. So how do you make decisions about advertising and marketing when it's hard to predict the future? Rich's answer on this topic will always include on piece of advice: Lean into your identity. And on today's podcast, he's going to tell you why it's even MORE important when the economy is uncertain, like it is now.

Everybody's going "cuckoo for Cocoa Puffs" for AI these days… as I am sure you're aware… and everyone's trying to see if large language models like Chat GPT can be used to replace humans for copywriting. We do a TON of copywriting over here at Level 10 Contractor… hundreds and hundreds of pages a month on behalf of our clients… so naturally, we're interested in this topic, too. So we put Chat GPT to the test… mono yi mono versus one of our Expert Copywriters… to see what would happen. To find out, you're gonna have to listen. Note: This intro was NOT written by Chat GPT.

How would you like to get more money for every sale your company makes? I mean, instead of $10,000, for example, you can get $10,500. THAT'S what today's podcast is all about… getting more money from your customers. Rich will give you 5 ways, to be precise… including focusing on branding, raising your prices, using value-added incentives, leaning heavier on financing, and generating non-competitive leads. This is a quick, easy listen, but it's packed with GREAT ideas.

Today's Sunday Podcast is actually a "throwback" episode… going back to a series of personal development webinars that Rich did clear back around 2009 and 2010… that we will feature here, on our Sunday podcasts, for the rest of the month of August. This episode today is called "The Mastermind," which is a concept that was originally taught by Napoleon Hill… about tapping into the power of thought and  "the infinite mind of the universe." Sound a little weird? Maybe it is.

Today continues our series of Topic Showcases, where we focus on a crucial topic by rounding up the greatest highlights and clips from Level 10 Contractor's ENTIRE podcast run. On today's showcase, we highlight financing and how to use it. Rich has talked about financing before, and he calls it a contractor's "secret weapon" for getting higher closing ratios and higher average sale amounts. If you're not already on the finance train before listening to this episode, you will be afterward. And by on the train, I mean offering financing every single time you set foot in a prospect;s house, up front, talking in terms of monthly payments from the first second you open your mouth.

Imagine a fruit tree for a minute–you plant it, and it takes a year or two before it becomes mature enough to bear edible fruit. But once it does, guess what–it will continue to feed you and your family FOREVER. That's kind of what Rich is going to talk about today on the podcast… a marketing tactic that you plant now, give it a minute to mature, then it keeps on delivering leads and sales to you and your company FOREVER.

Today's podcast is another ThrowBack Thursday, and for this one, we're getting in the way-back machine and landing in 2014 and will be listening to a webinar Rich did called Quick Picks. What's quick picks? It's a potpourri of marketing topics--sorta like a throwback version of Random Saturday… and the webinar covers 10 topics, including choosing ad sizes, looking official, contest dos and don'ts, design tips, how to make people like you, using toll free numbers, profiting from your competitors, using iPads, and negotiation tactics. Today's podcast will cover the first half… then we'll come back again next Thursday and go through the second half. Fair enough?

Brace yourself–this is "one of those" episodes… RIch is in rare form as he explains why Website and SEO companies are not good at creating Websites and SEO that actually work. Can you handle the truth?

Does your company knock doors looking for new prospects? If you do, you're gonna like today's podcast. But even if you don't, you're still gonna wanna listen… because Rich just might convince you to give it a try. Canvassing kind of has a bad rap because it's so difficult to manage… and since more and more neighborhoods are banning it. But it can be effective… IF you use a few of the tips and tricks Rich is going to share with you here today. How to find the right guy, what to do before you ring the doorbell, what to do when they open the door, how to break their pattern… it's all included in this episode.

Your lead conversion engine is broken, and you're bleeding money because of it. Rich breaks down five ways to fix it now: deploy the Identity Bomb, build out hopper systems, audit your sales process, use financing aggressively, and lean into social proof. Stop leaving money on the table — start rolling these out today.

Welcome to the Sunday podcast, and Happy Independence Day weekend! There has been a lot of uproar in the country lately about the racist and sexist past of our country… and today, on the 4th of July weekend, Rich has a message for you called "Let's Give History a Break."

Happy 4th of July--it's Independence Day, and Rich has a special message for you today called "This Is What Liberty Looks Like." It's his unique twist on freedom--and the privileges & responsibilities that come with it. He's going to tell the follow-up story to last year's Thanksgiving message... where he told you about Kariuki, the Kenyan Uber driver, who excitedly exclaimed, "Every American has already won the lottery, and they don't even know it!" But when Kariuki started sending money back to his parents in Kenya, he quickly discovered what happens when things are simply handed to you… and the responsibility of leaders.

If you listen to Rich's Sunday podcasts, then you might have heard him talk about Jim Rohn--the late, great motivational speaker. Jim came up with a formula for great communication… have something good to say, say it well, and say it often. The first time Rich heard that he about fell out of his chair because he realized it was also the perfect formula for marketing. So… he hijacked the formula! ….with credit to Mr. Rohn, of course. On today's podcast, Rich is going to walk you through this formula, and you'll see how well it follows what Level 10 is all about.

Today's podcast is all about CREDIBILITY… it's a TBT, so I've dipped into the extensive archives and found a webinar on this topic that Rich did in 2015… and it's extremely good. Topics covered include "the ignition code," drawing a line in the sand, using powerful language, social proof, and evidence. I mean it all comes down to being the best… believing you're the best… and communicating that you're the best in a powerful, believable way.  As for killing credibility… it has to do with the way you treat people. As usual, Rich is going to share about 1,000 examples to make everything super clear.

Today's podcast is all about developing the Level 10 Mindset… that way of thinking that refuses to accept second best… that won't settle for okay… that demands excellence in every aspect of your business. Rich is going to tell you about a Level 10 client that used to be… well, let's say Level ZERO. The business was so bad that the owner developed stress-induced shingles… and had to check into a hospital for 2 weeks to calm his nerves and heal his wounds. He got so sick, literally, of sucking, that he vowed to turn things around… and did he!

Last Friday Rich Interviewed Steven Rennenkamp from Energy Swing Windows, who talked about creating outstanding customer experiences. A big part of his "secret sauce" is making sure you have the right people on the bus to make sure they are handling your customers the way you want. Today's podcast is an interview with Grant Mazmanian from The Pinnacle Group–that's the company that handles hiring for Energy Swing Windows… which Steve talked about quite a bit. So let me say this: I know hiring might sound like kind of a boring topic–but TRUST ME… this is a really important episode for you to listen to. This guy Grant has got hiring for remodeling companies down to an absolute SCIENCE, and you are going to believe me after hearing this. I've put Grant's contact information in the show notes… if you'd like to reach out to him after listening to this–and you probably will–you can easily do so.

It's Monday, which means it's time for the next installment of Level 10's "5 Ways to Monday" Series… and today, for the first time on this Series, Rich has invited a guest–the venerable Tim Musch. Long time listeners know that Rich was introduced into this industry by Tim way back in 2005… so Tim is definitely an old friend of the company, and Rich personally. Tim recently did a podcast called "The Price Is Right" that features–wait for it–5 Ways to position your price with power… and when Rich saw that, he called Tim up and said "hey why don't you come share that information on the podcast." That's what he did, and that's what you're about to hear.

It's our Sunday podcast and Rich has something for you called "Higher Love, Agape"... he's going to open your eyes to a new definition of love… a higher love… and how it can affect your life for the positive. He tells a personal story about a time when he had to deploy this "higher love," and ends by challenging you to examine your relationship with God himself. This is some pretty deep and heady stuff… I think you're going to like it.

Every Saturday, we showcase a topic important to you by rounding up the greatest highlights and clips from Level 10 Contractor's ENTIRE podcast run. This week, we talk about squeezing every lead you can from a jobsite, specifically from the neighbors. We're talking proximity marketing strategies to incept your brand and brand promise---your identity as we call it--into the mind of every curious or jealous neighbor learning about the Smith's new steel roof or the Jones's updated kitchen from the jobsite sign in their yard to identity-driven take-one flyer, from the bright van wraps to the postcards with compelling education and offers that begin to show up in their mailboxes like clockwork.

You've heard Rich talking about FARMING on this podcast for a long long time… and how it takes time and patience for the advertising "crops" to grow as you nurture them over time. So you might be wondering–to what extent DOES the advertising you do add to your results beyond just the leads you can count coming in? Great question, and today, Rich has a great answer. He calls it "Hidden Branding Juice," and you're going to like this episode!

If you want to see the world through John Smith's eyes, you have to see the world through John Smith's eyes… and on today's throw back Thursday podcast, Rich is going to show you how to get inside John Smith--your prospect's--head… and then write headlines that capture what he's thinking and put them on paper. Or a screen. Anyway, in the ad. Rich says that HEADLINES do 75% of the lifting in your marketing… and what he calls "John Smith Headlines" are one of the most effective ways to write headlines. If you're a marketing student, this is a great podcast for you! Tons of examples, tons of hands-on application…. Get ready to LEARN!

Have you ever heard Rich speak live? I don't mean a recording of his live presentation… I mean the real mccoy, while you were sitting there in the room watching it live? By all accounts, it is an amazing experience–the guy just gets better and better… and he was already exceptionally good! Today's podcast is a recording of his keynote speech last week in Fort Worth at the Pella Window conference… they had a little extra time, which gave Rich a chance to settle in, tell a few extra stories, and really make an impact.