The Level 10 Contractor Daily Podcast

 It's another Throwback Thursday… and today we dip into the vault to pull out a webinar Rich did about 5 years ago on the topic of Turning One Sale into Many. The webinar is pretty long, and covers two distinct topics, so I'm going to give you the first half today--proximity marketing… and the second half next Thursday… getting referrals. In both cases the idea is simple and easy to understand: Leverage your customers to get them to help you find MORE customers. Today, Rich will go through his Super Robust Proximity marketing program… including touching the neighbors several times with different kinds of mailers… and culminating in what Rich calls "micro canvassing." This is a great program that while easy to understand, takes a bit of DOING to get it off the ground.

What can you learn from contractors who've built nine-figure businesses—and the mistakes they'd avoid next time? Rich and Qualified Remodeler's Pat O'Toole preview TOP 500 LIVE 2026, from growth and profitability to lead generation, AI, and sales leadership. Hear why Rich keeps coming back for the speakers, the trade show, and conversations with people doing the work.

Today is the FOURTH volume of our series called "10 Identity-Based Radio Ads in 10 Minutes"...and as the name would suggest, I'm going to play 10 ads for you… each is a minute long… so that's 10 minutes. You'll hear 2 ads each from 5 different Level 10 Clients… These are ads that are on the air, working hard to get great results for our clients!  This is what you can expect from Level 10 if we help you with your radio–or TV–in your market.

You don't need a Bud Light budget to become the contractor homeowners remember. In Part 2 of his OTT series, Rich reveals six ways to use streaming TV alongside direct mail, canvassing, storm response, home shows, and traditional TV. Learn how to target the right neighborhoods, reinforce your existing campaigns, test commercials, and turn repeated exposure into more appointments and sales for your company.

As you know, on Sundays, Rich turns his attention to topics more along the lines of personal development and spirituality. Do you like Mac-a-roons, you know those cute little cookies that look like little brightly-colored hamburgers? Or are they called Mac-a-rahns? Well, it doesn't matter what they're called. Or… as Rich found out--maybe it does. Today he's going to explore the topic of being either an accuser… or an advocate… and why, all things considered, being an advocate is probably better. It all starts down at the local mac-a-roon… eh… mac-a-rahn shop.

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. That's over 1000 episodes of fantastic treasures and marketing gold to curate from! This week, we head out to the mailbox to discuss the magic of postcard advertising. Rich reminds us often how our marketing has to fight for a prospect's attention. A postcard allows you to interrupt their busy minds with a bold headline or striking image. Like a billboard in the post. You have the time it takes for the postcard to travel from their left hand to their right hand into the trash can to make a connection but with the know-how and style you can hook them in a flash.

Hear Rich Harshaw's San Antonio presentation for GAF, where he goes off script with stories, insights, and a deep exploration of why identity is essential to every part of your marketing—including digital.

There's an old saying in marketing that says "if you want to know why John Smith buys what John Smith buys, you've got to see the world through John Smith's eyes. That seems pretty obvious, but it actually goes a lot further than just knowing what your target prospect--John Smith--likes and dislikes. It often entails knowing what John Smith wants before he even knows he wants it… so you have to understand how he receives information… how he processes it… and how he reacts to it. You have to literally be able to think like John Smith to be able to be successful in marketing. Oh, same thing goes for JANE Smith, by the way! On today's podcast that we pulled out of the webinar archives, Rich is going to show you exactly how to do hat--how to get inside John or Jane Smith's head and see the world like they do.

Today we have a random episode for you. This is where Rich covers multiple topics in rapid fire fashion… usually little nuggets and tidbits he's observed… and he rolls them all out in one episode. Today he's going to talk about the world's greatest flight attendant, onboarding best practices, credit card lounges, Betty Crocker–yes, I said Betty Crocker… the psychology of time, and something about a haircut. Yes, random. That's the point!

10 Kick Butt Ads that are killing it from 5 Level 10 Clients! Enjoy these great commercials - and consider using Level 10 To write and produce your own TV and Radio Messaging!

Today Rich is going to talk about 5 Ways to Create offers in your advertising. It's a little bit different than normal because it's not "5 Ways" as much as it is "5 Kinds"... but you'll get the idea. From Buy Now and we'll give you a big discount… to no offer at all… and 3 other levels in between, Rich is about to teach you how to create 5 different kinds of offers--complete with examples.

 As you know, on Sundays, Rich turns his attention to topics more along the lines of personal development and spirituality. Today's episode is definitely more on the spiritual side… as Rich talks about miracles, and how they may not be quite as rare as you think.

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, it's time to speak about conversions. You have the leads, they're pouring in, but when it comes time to close the deal, you're fumbling the bag. What are you doing wrong? Rich has a few ideas on the matter, that begin with how well you're selling yourself in the first place and end inside the home.

Does your company need a new domain name for your website? Or do you think that MAYBE you need a new domain name? Well you've come to the right place. On today's podcast, Rich walks you through the do's and dont's of choosing a good URL for your company… and in some cases, your company name. This one's pretty quick--but jam packed with a lot of great info.

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 a fun little story about Daniel, the world's friendliest McDonald's employee. Rich accidentally found this guy while grabbing a burger one day… and was so impressed, he decided to enshrine the guy by putting his story on the podcast. This one is short, but man is it good.

10 Kick Butt Ads that are killing it· from 5 Level 10 Clients! Enjoy these great commercials - and consider using Level 10 To write and produce your own TV and Radio Messaging!

OTT advertising used to be too expensive for most contractors. Now the economics have changed. Rich Harshaw explains how streaming television can deliver targeted reach, meaningful frequency, better tracking, and stronger integration with your existing marketing. Learn what CPMs really mean, why premium inventory may be overpriced, and how to decide whether your company is ready for OTT right now.

It's Sunday; that's when Rich turns his attention to topics having to do with personal development or spirituality--or sometimes both. Today's topic is leadership. In the early 2000's, Rich compiled a list of leadership tips. Today is part 2 of last week's "Leadership Tip."

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 take our advertising on the road and discuss billboards–when to use them, what to buy, and what to put on them.

Today's podcast is all about Guerrilla marketing, a topic that Rich brings up from time to time… it's all about marketing tactics that take more time than money, and are perfect for companies who are just starting out… and as you'll hear, they're also good for companies who have been around for a while. It's all about the mindset. Like sending out Coconut mailers. Yep, you're about to learn about THAT.

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!

How would you like to develop a cult following in your business… along the lines of Walt Disney, Apple, or Chick Fil a? I'm talking about "irrational loyalty" where people just LOVE to give you their money? That's what Rich is here to talk about today… with lots of good ideas and stories to illustrate them.

10 Kick Butt Ads that are killing it· from 5 Level 10 Clients! Enjoy these great commercials - and consider using Level 10 To write and produce your own TV and Radio Messaging!

In honor of Labor Day, stop losing your best employees! We revisit a popular 5 Ways to Monday YouTube video.Rich reveals 5 proven strategies to motivate your remodeling or home services team without breaking the bank. Learn why growth can outpace culture, the power of random appreciation, and how a $60 cash gift created legendary loyalty. Perfect for contractors struggling with burnout and retention issues.

It's Sunday; that's when Rich turns his attention to topics having to do with personal development or spirituality--or sometimes both. Today's topic is leadership. In the early 2000's, Rich compiled a list of 101 leadership tips… and called it "101 Leadership Tips." Then he expanded it to 168 Leadership Tips, but never changed the name. So today he'll cover the first half of this list--84 tips to be exact, and then next week he'll cover the other half.

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 round up a few clips to remind you just how powerful a tool Facebook can be. You've heard Rich talk about social media and specifically Facebook on the podcast… about a million times. And for good reason! It's a really great way to get in front of… well, just about every prospect you could ever hope to sell something to.

A window contractor in Indiana reached out to Rich recently looking for some advice and assistance… he wanted to take the principles of IDENTITY and turn them into ads to run on TV. Rich, of course, jumped at the opportunity to help, and that's what you're about to listen to today. Listen and learn as Rich skillfully asks questions, elicits information, and then masterfully turns the raw data into interesting, relevant, and engaging stories. He makes it look soooo easy. This episode is all "roll up your sleeves and get to work" and zero fluff.

Today's podcast is a gem from the archives… and is a must-listen for anyone who is really into the science and art of marketing. Rich covers a topic he calls "the educational spectrum," which is a way to quantify how ready a prospect is to buy… and then adjusting your messaging to say the right things at the right time. Rich gives example after example after example on this webinar… so you will understand the concept loud and clear… and more importantly, you'll be able to use it as you create marketing for you company. Remember, this is ThrowBack Thursday… so you will hear some references to "Monopolize Your Marketplace" and other terms that are a bit outdated. But the concepts are still as relevant as ever!

Want to convert more raw leads into appointments? Want to close more of those appointments, and for more money? Want to successfully rehash your sit-no-sales? Then listen up today. Rich is going to share with you some updated thoughts on his Wall Drug philosophy…. Which is essentially "hit them with a million marketing messages as fast as you can." Wall Drug is like marketing on steroids, and what he's talking about today is like THAT on steroids. Which is either like a double dose of steroids, or steroids squared, depending on how your math works. Regardless, this is unbelievably great stuff, sure to make a big positive impact on your marketing results.

AI is the greatest thing since sliced bread, right? Not so fast. Rich wants to talk to you today about the dangers of AI when it comes to marketing… and will do so by comparing AI to, well, sliced bread. Sound weird? Wait until you hear about the mysterious 4-armed roofing installer.

Time to put on your overalls and straw hat, grab a pitchfork and jump in the tractor. Today we are talking about farming! Actually, not the "get up at 5 am to milk the cows" kind of farming… but the "consistently nurture your prospects along with advertising until they finally need what you sell and they automatically call you" kind of farming. Rich is going to tell his world famous Wall Drug story, talk about something he calls "accelerated discontentment," and once that foundation is built, give you 5 ways to use farming in your marketing.

Welcome to our Sunday podcast, and as is our way of doing things, instead of hard-core marketing, Rich is going to share a softer message… this time about families. And I'm gonna tell you, this is good stuff. Rich throws himself under the bus for some of the things he's done wrong in his life as it relates to families… and tells a really cool story about someone else who threw himself into the ocean--okay, he willingly walked into the ocean… he wasn't thrown in--to help somebody else's family.

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 collect the best examples of lessons learned elsewhere.Our podcast is the ONLY daily marketing podcast just for contractors but that doesn't mean we can't learn valuable marketing lessons from other industries. In fact, Rich loves to pull outside industry examples to better illustrate his strategic and tactical principles.

Have you ever heard of the Power 100? It's a ranking of the Top 100 CEOs that is published each year by Greg Cumming, and his company called, well Power 100. The list only includes CEOs of independently owned companies–no private equity, no roll ups, no franchises. These are CEOs who are running uber-successful remodeling companies with eight and nine figures of revenue, and profit margins well into the double digits. What makes them so successful? What are the traits that set them apart? You're about to find out, as Rich interviews Greg on today's podcast… and they discuss answers to those questions, and so much more. There is a TON of gold to be mined here, today, folks… so take some notes if you can.  

It's Throwback Thursday, so I headed over to the archives and chose this gem for you today. You know how Rich is always talking about communicating with Power, Precision, and Passion? Well this webinar is called "100 Power Statements" and it's pretty much exactly what the title would suggest. Rich has written 100 headlines that are, well, powerful… and he's going to read through them and give some commentary on HOW and WHY they are powerful. If you're a serious student of writing copy… creating an identity… or just killer marketing, this one's going to be a lot of fun for you!

Want to get the great results that come from canvassing without having all the hassle of recruiting and managing a canvassing crew? Well do we have a treat for you! Today Rich is going to talk about what he calls "Micro-Canvassing," and no, we're not talking about hiring a bunch of short people to knock on doors. Nope. We're talking about scaling the process down from a van full of guys to just one person… and instead of sending him out to knock doors cold, Rich is going to give you some ideas on how to grease the wheels before he ever knocks a door--to give him a better chance of actually making an appointment. This idea was the forerunner of the Brand Ambassador… and has great applications for the Brand Ambassador program.

Today Rich exposes a giant, fraudulent shell game many SEO companies play with their clients. It's called "Let me show you a bunch of web traffic and clicks so you think we're doing something productive but then fail to show you any actual leads." Or something like that. Seriously, this is great info–stuff you absolutely need to know… and after Rich exposes the ruse, he'll explain how to create Quality Traffic… which leads to the only thing that really matters… which is LEADS. And oh by the way–he'll show you to know EXACTLY how many organic leads you are getting… so you don't have to guess or take it on blind faith.

Today's podcast goes a little bit outside the normal marketing topics… but not too far. Rich is going to give you 5 great ideas about how to increase employee morale. He's worked with a lot of really great companies over the years, and he's cherry picked some of their best practices for keeping employees motivated and happy.

It's another Sunday podcast, and today's podcast is all about perspective. You're going to meet two very different people with two very different stories--David, and Jack. Beyond that, I don't want to give too much away.

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 are going to discuss the brand ambassador program. What's a brand ambassador? To keep it simple, a Brand Ambassador is a young person who goes into customer's homes after you've completed their project, gives them a gift, walks them through completing online reviews, and then uses a very specific formula for getting upsells and referrals. The Brand Ambassador also does some door-to-door canvassing around your customers' neighborhoods and finds even more new customers for you. If you don't have one yet, you'll demand one after listening to today's episode.

Rich shares how AI can help home service and remodeling companies generate 200–500 leads a month—warning that isolated AI tools aren't enough. He unveils the Contractor Command Center, an integrated AI marketing system, and previews his live Operation Lead Surge event in Nashville on October 2, sponsored by CallRail and G4 Marketing.  

It's Throwback Thursday, and today's episode is all about customer service, and creating "Raving Fans." Six main points will be covered: educating your customers, communications, how you look, doing something unexpected and memorable, dealing with problems, and getting your team to buy in. And trust me… you're going to love the story in the middle about Joe The Installer. This is hard-core Level 10 Stuff.

On today's episode, Rich is going to talk in detail about Identity-based blogs·what they are, why they·re important, and what you can expect when you start to integrate these into your website and SEO.

On today's podcast, Rich answers questions from a client about TV advertising, including: should you be on HGTV? Which local news programs should you choose? What about OTT? And should you try to save the 15% agency commission by buying it yourself. Rich, let the answers fly!

Today is Monday, so that means it's time for the next installment of our "5 Ways to Monday" series--very popular, I might add… and today we're going to be talking about Confirmation Bias. Rich is going to define confirmation bias by telling his famous "Holiday Inn Express Showerhead" story… then talking about the Trust Pyramid… then show you how each of the segments of the Trust Pyramid actually ARE the pillars of Confirmation Bias. Rich makes it all easy to understand and extremely relatable to your business.

It's another Sunday podcast, and today Rich is going to introduce you to the late, great Jim Rohn. If you're not familiar, Jim Rohn was one of the most well known and beloved motivational speakers with a career spanning from the 1960s to the early 2000s. Rich has recorded a short introduction… Then, he's hand-chosen 10 clips from one of Jim's most popular all-time audio programs, The Art of Exceptional Living.

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 are going to set aside any discussion on marketing… our usual fare… to talk about taking care of business, specifically how you are perceived in the marketplace, what your employees would say about you, when your practices annoy your customers, and finally, if you are thinking about the future of your business without tying yourself down.

Well, not everyone is ready to be a Level 10 Client-Partner… like the owner of the company who you'll hear on the podcast today. Rich speaks with Miguel, the owner of a startup Exterior Remodeling company in Minnesota. It's a small company, and they don't have a lot of money for marketing… so what should they do? Well… Rich explains how SEO works, how to do it the right way… and then encourages Miguel to try a little DIY SEO. It's not guaranteed to work, but it's guaranteed to get them doing the right kinds of things. Stay tuned to the end for Rich's fly fishing analogy… it makes a lot of sense.  

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.