Ryan Redding

Oh, I think people think branding is a logo. Yeah, that's true. I think they just stop there. Yeah. And branding is so much bigger than a logo. It really – the thing – this is true about marketing in general. I think people forget that marketing is about psychology and persuasion. It's about nudging people to do something, right?

Oh, I think people think branding is a logo. Yeah, that's true. I think they just stop there. Yeah. And branding is so much bigger than a logo. It really – the thing – this is true about marketing in general. I think people forget that marketing is about psychology and persuasion. It's about nudging people to do something, right?

And so when, if you just think it's a logo, cool, just have your teenage daughter do something like that's fine, but that's not persuasion. That's not nudging. That's not Dan always describes as like living rent free in their brain. Like that is, that is a really powerful effect that not just anything does. So I think a lot of people stop short at just the logo.

And so when, if you just think it's a logo, cool, just have your teenage daughter do something like that's fine, but that's not persuasion. That's not nudging. That's not Dan always describes as like living rent free in their brain. Like that is, that is a really powerful effect that not just anything does. So I think a lot of people stop short at just the logo.

They don't really incorporate it in the culture. They don't really incorporate it in the marketing message, the brand promise, and the actual experience that customers have. Yeah, I think that's probably one of the biggest misconceptions, I'd say.

They don't really incorporate it in the culture. They don't really incorporate it in the marketing message, the brand promise, and the actual experience that customers have. Yeah, I think that's probably one of the biggest misconceptions, I'd say.

Yeah, I sometimes, like when I'm talking with clients or people at a show, I'll usually ask the question, like, okay, close your eyes and think about a luxury car.

Yeah, I sometimes, like when I'm talking with clients or people at a show, I'll usually ask the question, like, okay, close your eyes and think about a luxury car.

Right? What is it? So for them, they'll name something like BMW or Mercedes, whatever, right? It doesn't matter. Cool. What does it feel like? What does it smell like? And every time, these people can, like, recall these sensory expressions. Right. Even if they don't own a BMW, even if they don't own a Mercedes, they can recall what it feels like, what it smells like. That is the power of brand.

Right? What is it? So for them, they'll name something like BMW or Mercedes, whatever, right? It doesn't matter. Cool. What does it feel like? What does it smell like? And every time, these people can, like, recall these sensory expressions. Right. Even if they don't own a BMW, even if they don't own a Mercedes, they can recall what it feels like, what it smells like. That is the power of brand.

It pulls all that out. And when people cut corners on, well, they don't want to invest in that for their own business, they're like, oh my gosh, that's a powerful, powerful force that they are taking off the table. They can work for it.

It pulls all that out. And when people cut corners on, well, they don't want to invest in that for their own business, they're like, oh my gosh, that's a powerful, powerful force that they are taking off the table. They can work for it.

Oh, there's a long list here. Oh, there is. This is only an hour long show. I'm, I, I'll probably make the point of For the companies who struggle, they kind of fail to grasp the importance of ops, right?

Oh, there's a long list here. Oh, there is. This is only an hour long show. I'm, I, I'll probably make the point of For the companies who struggle, they kind of fail to grasp the importance of ops, right?

It's almost like they think, hey, I can do more PPC and I can run more calls and I can do more and more and more without actually doing any of the hard work to actually make the business a better business. Right. I think – I'd probably say 80% of the people who struggle, that's where they struggle. They struggle knowing, hey, when the phone rings, you got to answer the stupid call.

It's almost like they think, hey, I can do more PPC and I can run more calls and I can do more and more and more without actually doing any of the hard work to actually make the business a better business. Right. I think – I'd probably say 80% of the people who struggle, that's where they struggle. They struggle knowing, hey, when the phone rings, you got to answer the stupid call.

When you answer the stupid call, cool. You got to book the stupid job. You actually got to get it. You got to actually price yourself that you can actually have the business make money and do this thing again. You have to be able to train and have SOPs to be able to have other people follow. I think a lot of people really find themselves in this

When you answer the stupid call, cool. You got to book the stupid job. You actually got to get it. You got to actually price yourself that you can actually have the business make money and do this thing again. You have to be able to train and have SOPs to be able to have other people follow. I think a lot of people really find themselves in this

They think the path to building a city is just having a big, small village. That's not the same thing, right? So, yeah, I think doing the op stuff, doing SOPs, that's hard. Leadership development is hard. It is. Like focusing on culture so that they work in the same way with the same values that you find important is hard. And that's where the growth is.

They think the path to building a city is just having a big, small village. That's not the same thing, right? So, yeah, I think doing the op stuff, doing SOPs, that's hard. Leadership development is hard. It is. Like focusing on culture so that they work in the same way with the same values that you find important is hard. And that's where the growth is.

Ooh, that's a good one. I think this is going to sound contrary to the question, right, which is helping people know how to adequately spend money on marketing. Because I think there's a risk sometimes where people want to undercapitalize. And there are some channels where that is a really bad decision. So they end up bleeding cash just because the channels can't mature. Billboards comes to mind.

Ooh, that's a good one. I think this is going to sound contrary to the question, right, which is helping people know how to adequately spend money on marketing. Because I think there's a risk sometimes where people want to undercapitalize. And there are some channels where that is a really bad decision. So they end up bleeding cash just because the channels can't mature. Billboards comes to mind.

AdWords comes to mind. If you don't invest in those channels well, they just don't produce well. So helping people see the math that fully invest in the channel you're trying to allocate, and then you can actually start getting the return back. Once they see that happen, it's fantastic. There was a guy, actually it was a mutual client of ours before, like for years, five or six years.

AdWords comes to mind. If you don't invest in those channels well, they just don't produce well. So helping people see the math that fully invest in the channel you're trying to allocate, and then you can actually start getting the return back. Once they see that happen, it's fantastic. There was a guy, actually it was a mutual client of ours before, like for years, five or six years.

And I remember he was a one man shop at the time and he was really struggling investing in SEO. I don't remember how much he was paying, it doesn't matter. But he was struggling because he was just like, I need calls. I need stuff today. I need cash flow today. And he was really struggling. And I had to keep pushing through. You're in a market, stupid competitive where he was.

And I remember he was a one man shop at the time and he was really struggling investing in SEO. I don't remember how much he was paying, it doesn't matter. But he was struggling because he was just like, I need calls. I need stuff today. I need cash flow today. And he was really struggling. And I had to keep pushing through. You're in a market, stupid competitive where he was.

You can't cut corners. You can't undercapitalize. You have to dig in. You have to go through that. I think now, I don't know, he's under 50 trucks, but he's not at all the same business he was then. But that first year of hell was awful for him because of that stress. But he had to push through that discomfort to get there.

You can't cut corners. You can't undercapitalize. You have to dig in. You have to go through that. I think now, I don't know, he's under 50 trucks, but he's not at all the same business he was then. But that first year of hell was awful for him because of that stress. But he had to push through that discomfort to get there.

So I think that was, I mean, that's probably, I don't want to say everything is solved by spending more. That's not the lesson. The lesson is you don't win big unless you risk big. And at some point you have to be able to put yourself in those positions so those channels can do what you want them to do. being cheap on it. Well, yeah.

So I think that was, I mean, that's probably, I don't want to say everything is solved by spending more. That's not the lesson. The lesson is you don't win big unless you risk big. And at some point you have to be able to put yourself in those positions so those channels can do what you want them to do. being cheap on it. Well, yeah.

Like that's a whole thing.

Like that's a whole thing.

Minimum.

Minimum.

I mean, it's okay, I guess. I mean, the reality is, like, from the marketing side, right, it's so important because Google is such a big gorilla to make anonymous companies kind of stand out. If they all look the same, sound the same, are named the same. So anytime we would have a chance at Leverage to join with a kick-charge brand, it was just so much easier to get the lift we were hoping for.

I mean, it's okay, I guess. I mean, the reality is, like, from the marketing side, right, it's so important because Google is such a big gorilla to make anonymous companies kind of stand out. If they all look the same, sound the same, are named the same. So anytime we would have a chance at Leverage to join with a kick-charge brand, it was just so much easier to get the lift we were hoping for.

So now that we're actually pulled together, it's just a game changer. It's been a ton of fun to do this.

So now that we're actually pulled together, it's just a game changer. It's been a ton of fun to do this.

Oh, gosh. Yeah, I'm going to go back actually to the very beginning here because this is fun. So my dad had a pest control company in the 80s and early 90s, and that dude worked harder. Like he demonstrated what hard work was like.

Oh, gosh. Yeah, I'm going to go back actually to the very beginning here because this is fun. So my dad had a pest control company in the 80s and early 90s, and that dude worked harder. Like he demonstrated what hard work was like.

We were in dirt poor in rural Oklahoma, and he would go six, seven days a week, wake up early, leave before I went to school as a kid, and then end of the day, come back. After Little League baseball games, I'd see him for 15 minutes, and then he was gone. He just worked harder than anyone I ever saw.

We were in dirt poor in rural Oklahoma, and he would go six, seven days a week, wake up early, leave before I went to school as a kid, and then end of the day, come back. After Little League baseball games, I'd see him for 15 minutes, and then he was gone. He just worked harder than anyone I ever saw.

And that was back in the days where all you had to do to grow your business was get a big ad in the yellow pages. Oh, yeah, the double truck. That's all you had to do. It's just like get the biggest ad in the biggest city in the biggest local number, and you're great. And then the internet happened, and he struggled to pivot. He struggled to learn what is AOL, what is email.

And that was back in the days where all you had to do to grow your business was get a big ad in the yellow pages. Oh, yeah, the double truck. That's all you had to do. It's just like get the biggest ad in the biggest city in the biggest local number, and you're great. And then the internet happened, and he struggled to pivot. He struggled to learn what is AOL, what is email.

So his business, because he couldn't mentally get his mind around that change, like I saw a guy who knew how to work. The dude knew how to work. He didn't understand how to adapt with changing times and trends and tech. So that's to this day, that's a lesson that I have learned. That's a lesson I teach my kids is like the power of like grit and work.

So his business, because he couldn't mentally get his mind around that change, like I saw a guy who knew how to work. The dude knew how to work. He didn't understand how to adapt with changing times and trends and tech. So that's to this day, that's a lesson that I have learned. That's a lesson I teach my kids is like the power of like grit and work.

Because I think that is one of the most important and underrated skills just in the workforce at large is just like working through adversity. Things are hard. Get over it. So I'm going to tear up. Proud dad moment. My son, last summer, he's always struggled with work ethic. And last summer, he set aside two months to work and pull people's weeds out of the rock gardens in our neighborhood.

Because I think that is one of the most important and underrated skills just in the workforce at large is just like working through adversity. Things are hard. Get over it. So I'm going to tear up. Proud dad moment. My son, last summer, he's always struggled with work ethic. And last summer, he set aside two months to work and pull people's weeds out of the rock gardens in our neighborhood.

Hard work for two months to raise money to go on a trip to Costa Rica. He's there right now. Oh, cool. And it's like the dude paid for his trip. By working weeds.

Hard work for two months to raise money to go on a trip to Costa Rica. He's there right now. Oh, cool. And it's like the dude paid for his trip. By working weeds.

Like it was grueling labor. And I've got photos of him like covered in dirt, but like the, the power of what that teaches him as a human, as, as like those character principles, they're going to serve him the rest of his days.

Like it was grueling labor. And I've got photos of him like covered in dirt, but like the, the power of what that teaches him as a human, as, as like those character principles, they're going to serve him the rest of his days.

Yeah, that's actually, it's funny you say that because on our team at Leveragee for the past couple of years, we moved to outcomes-based hiring instead of inputs. So the whole point for us is like, we're not going to track time coming in. We track the impact you make going out, right? So it's all outcomes-based. I love that.

Yeah, that's actually, it's funny you say that because on our team at Leveragee for the past couple of years, we moved to outcomes-based hiring instead of inputs. So the whole point for us is like, we're not going to track time coming in. We track the impact you make going out, right? So it's all outcomes-based. I love that.

And so when that happens, if they get 60 hours of impact done in 30 hours, congrats. Enjoy your extra weekend. They just earned their way to have some space to use it. The outcome still happened. The impact is still there. If they find a smarter, lazier, more efficient way to get it done in a fraction of the time, you've earned that margin back. It's been a fun transition.

And so when that happens, if they get 60 hours of impact done in 30 hours, congrats. Enjoy your extra weekend. They just earned their way to have some space to use it. The outcome still happened. The impact is still there. If they find a smarter, lazier, more efficient way to get it done in a fraction of the time, you've earned that margin back. It's been a fun transition.

Yeah. Our bodies need rest.

Yeah. Our bodies need rest.

Cool. Yeah, I mean, same for me. Same website, Ryan at Kick Charge. We're also on all the socials. My social media.

Cool. Yeah, I mean, same for me. Same website, Ryan at Kick Charge. We're also on all the socials. My social media.

Oh, gosh, there's so many. Not to plug my own, I did write a book several years ago. It's literally called The Book on Digital Marketing for plumbing. The book. It's literally the book. The title of the book is its own punchline. And it's on Amazon. People can pick it up. So look up the book, Ryan Redding.

Oh, gosh, there's so many. Not to plug my own, I did write a book several years ago. It's literally called The Book on Digital Marketing for plumbing. The book. It's literally the book. The title of the book is its own punchline. And it's on Amazon. People can pick it up. So look up the book, Ryan Redding.

The book on digital marketing. Yep, it's there. There's so many good books. I will maybe plug also Donald Miller's story brand. We talked about story. There's this idea for people who get confused. Someone texted me about this the other day about why does story matter. People talk in story. That's our native tongue. Yeah. Right. They remember stories forever. They stick.

The book on digital marketing. Yep, it's there. There's so many good books. I will maybe plug also Donald Miller's story brand. We talked about story. There's this idea for people who get confused. Someone texted me about this the other day about why does story matter. People talk in story. That's our native tongue. Yeah. Right. They remember stories forever. They stick.

That's what we sing songs about. Like that's the thing. So that book is a really good outline of like introducing the customer psychology and how they talk in story. And then we couple that with like a kick charge brand. Yeah. It's a really, really powerful weapon. Yeah.

That's what we sing songs about. Like that's the thing. So that book is a really good outline of like introducing the customer psychology and how they talk in story. And then we couple that with like a kick charge brand. Yeah. It's a really, really powerful weapon. Yeah.

Anything you want. So I'll stick with marketing because that's kind of the seat that I'm sitting in right now. When one is choosing to market their business, make sure that you're a brand worth marketing. So be marketable. And then actually be able to know and allocate resources accordingly and then measure those results. If you have questions, ask. People can ask me questions all the time.

Anything you want. So I'll stick with marketing because that's kind of the seat that I'm sitting in right now. When one is choosing to market their business, make sure that you're a brand worth marketing. So be marketable. And then actually be able to know and allocate resources accordingly and then measure those results. If you have questions, ask. People can ask me questions all the time.

Like people always hit up Dan about like, hey, what do you think about my logo? People do the same thing with me. I am always wanting to help make the trades better. So people have questions about like, I don't understand this about SEO or PPC. I'm happy that like however I can help. When you have a good grasp on what works and what doesn't work, cool. Do more of those things.

Like people always hit up Dan about like, hey, what do you think about my logo? People do the same thing with me. I am always wanting to help make the trades better. So people have questions about like, I don't understand this about SEO or PPC. I'm happy that like however I can help. When you have a good grasp on what works and what doesn't work, cool. Do more of those things.

Use math to make decisions. Don't use emotion. That's a big one. Yeah. There's probably a lot in there. The data. Which means you have to have data to make decisions from, but that's a whole other thing. Data integrity.

Use math to make decisions. Don't use emotion. That's a big one. Yeah. There's probably a lot in there. The data. Which means you have to have data to make decisions from, but that's a whole other thing. Data integrity.

Data integrity, yeah, is a really big freaking deal. And then data literacy, I'll also say. So this is Dan's point earlier, right? Yeah. Having numbers on dashboard doesn't mean anything if you don't understand what those numbers mean or what levers to pull with them.

Data integrity, yeah, is a really big freaking deal. And then data literacy, I'll also say. So this is Dan's point earlier, right? Yeah. Having numbers on dashboard doesn't mean anything if you don't understand what those numbers mean or what levers to pull with them.

When we were at the Home Service Freedom event in San Diego, there was company after company after company kept coming up. We were eating dinner outside at this table. And they got their new shirts on, their new hoodies, got their new logos. People had tears, legit tears in their eyes of how they felt sporting the new brand. Oh, yeah.

When we were at the Home Service Freedom event in San Diego, there was company after company after company kept coming up. We were eating dinner outside at this table. And they got their new shirts on, their new hoodies, got their new logos. People had tears, legit tears in their eyes of how they felt sporting the new brand. Oh, yeah.

Totally a cool moment to be able to watch, and it happens all the time.

Totally a cool moment to be able to watch, and it happens all the time.

There's not. And I think in part because for a lot of people, digital marketing feels like snake oil. Like you don't know, you get missing information or wrong information from a bunch of different people. There are bad operators. I don't think they all are. One of the things that we've taken pride on is we take a lot of time to educate people.

There's not. And I think in part because for a lot of people, digital marketing feels like snake oil. Like you don't know, you get missing information or wrong information from a bunch of different people. There are bad operators. I don't think they all are. One of the things that we've taken pride on is we take a lot of time to educate people.

the companies we work with on what they should expect with PPC, what they should expect with SEO, so that there's just – I want them to know more from a managerial level. I don't expect them to manage a PPC campaign on themselves. Like that's not fun for anybody.

the companies we work with on what they should expect with PPC, what they should expect with SEO, so that there's just – I want them to know more from a managerial level. I don't expect them to manage a PPC campaign on themselves. Like that's not fun for anybody.

But I do want them to understand it from a managerial level, how to make decisions about it, so that when we come back in three months, six months, 12 months, 24 months and go, look, hey, we have an 80 to 1 ROI that we can mathematically demonstrate here. They understand what goes into that and actually trust the numbers.

But I do want them to understand it from a managerial level, how to make decisions about it, so that when we come back in three months, six months, 12 months, 24 months and go, look, hey, we have an 80 to 1 ROI that we can mathematically demonstrate here. They understand what goes into that and actually trust the numbers.

So it becomes one of those things where when you're honest, when you're transparent and you pull people along, it makes it a whole lot easier to not feel like you're in the dark, you don't understand what's happening. So, yeah, being able to stand behind those results and upskill the knowledge of the company to process is really, really frigging important.

So it becomes one of those things where when you're honest, when you're transparent and you pull people along, it makes it a whole lot easier to not feel like you're in the dark, you don't understand what's happening. So, yeah, being able to stand behind those results and upskill the knowledge of the company to process is really, really frigging important.

I think it's, I get it because a lot of guys are addicted to like pulling a lever and getting something. You pay for this lead, you pay for this click. They like that instant gratification. And SEO sucks for people who aren't willing to make a long-term investment. So I'll tell people like, hey, month one, you can expect to lose like 5K. Month two, you're going to lose 5K.

I think it's, I get it because a lot of guys are addicted to like pulling a lever and getting something. You pay for this lead, you pay for this click. They like that instant gratification. And SEO sucks for people who aren't willing to make a long-term investment. So I'll tell people like, hey, month one, you can expect to lose like 5K. Month two, you're going to lose 5K.

Month three, you're going to lose 5K on SEO.

Month three, you're going to lose 5K on SEO.

Sometimes more. And a lot of people quit. They punch out. They're like, I can't keep writing these checks. But the ones that stick it out, like month nine, they make 2K. Month 12, they make 45K. The companies we've been working with for four, five, six, seven years, without exception, are making in excess of 80 to one ROAS. Without exception on organic. Those are not year one results.

Sometimes more. And a lot of people quit. They punch out. They're like, I can't keep writing these checks. But the ones that stick it out, like month nine, they make 2K. Month 12, they make 45K. The companies we've been working with for four, five, six, seven years, without exception, are making in excess of 80 to one ROAS. Without exception on organic. Those are not year one results.

And I think a lot of people don't want to put themselves in that delayed gratification. PPC, for all the things I hate about it, it is really good about targeting people. Right. So you get this instant thing that's happening, but all you're buying is clicks. There's no loyalty. There's nothing there. It's just very, very high cost of acquisition, very, very low ROI.

And I think a lot of people don't want to put themselves in that delayed gratification. PPC, for all the things I hate about it, it is really good about targeting people. Right. So you get this instant thing that's happening, but all you're buying is clicks. There's no loyalty. There's nothing there. It's just very, very high cost of acquisition, very, very low ROI.

That's like a rat race I want to get people out of fast.

That's like a rat race I want to get people out of fast.