In this episode of Marketing Without Rules, Lewis Vandervalk sits down with John Cody, founder of Trailblaze AI and Social Spike, who has helped clients add over $20 million in new revenue by solving the critical problem of missed calls and slow response times.
John shares his entrepreneurial journey from creating nutrition apps in 2012 to launching his agency just weeks before COVID, and how he discovered that even successful marketing campaigns were leaving six figures on the table when businesses couldn't handle the influx of leads. He reveals how Trailblaze AI was born from this pain point, creating voice and text AI assistants that answer calls 24/7, qualify prospects, and book appointments directly into calendars.
During a live demonstration, John's AI assistant "Michelle" calls Lewis in real-time, showcasing how the system scrapes website information to provide personalized responses and guide prospects through the sales process. John explains that 60% of conversions happen after hours when traditional businesses are closed, and shares case studies showing 25-30% increases in booked appointments.
The conversation covers advanced SEO strategies using AI for competitor research, Reddit scraping for user-generated content insights, and how AI can research competitors' reviews to identify pain points. John emphasizes the transparency of telling callers they're speaking with an AI assistant, noting that customers are simply grateful someone picked up the phone after calling multiple competitors.
He discusses the future of AI-to-AI communication, where Google's AI will book appointments with business AI assistants, and how being available 24/7 can improve Google My Business rankings and local SEO performance.
Try Trailblazeai.ca live - https://chat.trailblazeai.ca/
Timestamps:
00:00 Introduction to Marketing Without Rules
02:40 John's entrepreneurial journey: From nutrition apps to AI solutions
04:40 The problem: Successful marketing campaigns leaving money on the table
06:13 What Trailblaze AI does: Voice and text AI assistants for businesses
11:20 Live demo setup: Testing the AI assistant in real-time
18:28 AI for SEO: Using artificial intelligence for competitor research
22:52 Reddit scraping: Mining user questions for content strategy
25:23 Live AI demonstration: Michelle calls Lewis on air
27:15 Transparency in AI: Why telling customers it's AI works better
31:21 After-hours advantage: 60% of conversions happen outside business hours
34:45 Case studies: 25-30% increases in booked appointments
38:42 SEO benefits: 24/7 availability improving Google My Business rankings
40:15 The future: AI-to-AI communication and Google booking integration
42:42 Pricing and getting started with Trailblaze AI
Visit BlueCrocus.ca if you have marketing questions you need help with!
In this episode of Marketing Without Rules, host Lewis Vandervalk interviews Dale Dupree, the renegade behind the Sales Rebellion who proves that authenticity outperforms tactics every time.
Dale shares his unconventional journey from heavy metal band frontman to copier salesman to sales coach, revealing how he developed his signature "crumpled letter" strategy after being told to "F off" by a prospect. He discusses his most audacious tactics including exploding toner bottles, empty donut boxes with lipstick-written notes, and foam bricks for "copier repair," explaining how these experiential approaches get prospects calling him back from parking lots. Dale emphasizes that creativity isn't about being weird—it's about being genuinely human in a robotic sales world.
He challenges listeners to find their own version of the crumpled letter by identifying what they fix, understanding their prospects' daily frustrations, and creating memorable moments that break through the monotony.
This episode is packed with actionable strategies for anyone ready to abandon traditional cold calling and embrace bold, relationship-building outreach.
Connect with Dale Dupree:
Website: https://www.salesrebellion.com/
Crumpled Letter Templates: https://icrumpledletter.com/
Timestamps:
00:00 Introduction to Marketing Without Rules
01:20 Meet Dale Dupree: From Heavy Metal to Sales Rebellion
02:29 The Non-Traditional Journey: Band to Copiers
03:56 Birth of the Copier Warrior Brand
06:12 Exploding Toner Bottles and Unhinged Marketing
08:14 The Crumpled Letter Origin Story
11:45 Why Nobody Likes Cold Calls (Even Cold Callers)
14:58 The Empty Donut Box That Changed Everything
19:37 Getting Called Back from the Parking Lot
21:49 Resources and Templates at Sales Rebellion
23:40 Success Stories Across Industries
24:36 Finding Your Creative Voice in Sales
25:57 The Analytical Approach to Creative Outreach
28:09 The Baseball Bat and Foam Brick Strategies
31:54 Why This Approach Takes Commitment and Risk
35:12 The Three Sections of Your Motivation Day
37:22 Final Challenge: Be a Hunter, Not a Gatherer
Visit BlueCrocus.ca if you have marketing questions you need help with!
In this episode of Marketing Without Rules, host Lewis Vandervalk interviews Greg Wilkes, multi-award-winning construction business coach and author of "Building Your Future."
Greg shares the raw story of how his successful 7-figure construction business collapsed overnight due to scaling without proper systems, including hiring disasters like an alcoholic employee and a project manager who coached clients to break contracts. After losing everything, Greg rebuilt from zero to 1.5 million in under 12 months using a refined 5-step framework covering planning, marketing, sales conversion, delivery, and scaling.
He reveals why most contractors target the wrong clients (homeowners instead of architects), the critical difference between margin and markup that cost him tens of thousands, and his AI-powered hiring system that prevents costly people mistakes.
Greg emphasizes the power of outbound marketing, human connections over automation, and the importance of leveling up project values rather than just adding volume when scaling.
Connect with Greg Wilkes:
Get his free book "Building Your Future": https://www.developcoaching.co.uk/building-your-future.pdf
Website: https://www.developcoaching.co.uk/
LinkedIn: https://www.linkedin.com/in/greg-wilkes/
Timestamps:
00:00 Introduction to Marketing Without Rules
01:01 Greg Wilkes' Background and Business Journey
02:52 When Everything Burnt to the Ground - The Perfect Storm
06:45 Hiring Disasters: The Alcoholic Employee Story
09:12 The Unscrupulous Project Manager Who Stole Contracts
11:54 Pricing Mistakes: Margin vs Markup Explained
14:56 The Decision to Rebuild and Start Again
17:23 Zero to 1.5 Million in 12 Months - Doing It Right
19:27 The Five-Step Framework for Construction Success
20:51 Attracting the Right Talent to Your Business
22:01 Using AI to Revolutionize Your Hiring Process
23:33 The 30-60-90 Day Onboarding System
25:04 Setting KPIs and Calibration Sessions
28:13 Marketing Strategy: Why Architects Are Your Real Clients
31:13 The Donut and Gin Strategy for Warming Up Prospects
33:39 Scaling Smart: Bigger Projects vs More Volume
36:12 Essential Books for Construction Entrepreneurs
38:45 Podcasts and Staying Current with AI
40:21 The One Thing That Makes the Biggest Difference
Visit BlueCrocus.ca if you have marketing questions you need help with!
In this episode of Marketing Without Rules, Lewis Vandervalk sits down with Kevin Wiley, a relationship broker and founder of Demolition Group of America, who has built a multi-million dollar consulting business by mastering the art of face-to-face networking in the construction industry.
Kevin shares the legendary "donut strategy" passed down from his father, known as "the donut man," who never made appointments but simply showed up at client offices with donuts, leading to deals worth millions of dollars. Kevin reveals how he scaled this approach to build relationships across the country, from walking into Arco Murray's Chicago office with premium donuts to flying to Baltimore just for dinner meetings that resulted in major contracts. He explains his systematic approach to relationship building, including sending 2,000 monthly emails globally, using custom sports jerseys as memorable gifts, and leveraging sticky notes with company logos to stay top-of-mind with decision makers.
The conversation covers Kevin's transition from ironworker to relationship broker during COVID, how he formed Demolition Group of America by connecting his 35 years of industry relationships with top demolition companies nationwide, and his philosophy of collaboration over competition. Kevin emphasizes the power of consistency, transparency, and old-school values in an increasingly digital world, sharing specific tactics like lunch-and-learns, sporting events, and personalized swag that have generated millions in revenue.
He also discusses the importance of safety in demolition work, emerging opportunities in data centers and renewable energy infrastructure, and his company's expansion into global markets including Europe and disaster relief areas.
Connect with Kevin here: https://www.linkedin.com/in/kevin-wiley-9b84b6134/
Timestamps:
00:00 Introduction to Marketing Without Rules
02:04 The donut strategy: How Kevin's father built relationships without appointments
04:05 Building Demolition Group of America during COVID with 35 years of relationships
06:09 Walking into Arco Murray: Turning donuts into million-dollar deals
07:32 The systematic approach: 2,000 monthly emails and consistent follow-up
11:35 Face-to-face connections: Why personal meetings beat digital outreach
13:47 Collaboration over competition: How to profit from jobs outside your scope
17:51 Public vs. private sector: Why relationships matter more in private work
20:45 The power of swag: Custom jerseys, sticky notes, and memorable gifts
21:28 Turning consistency into a systematic process
22:35 Rapid fire insights: Communication, bidding mistakes, and starting over
25:43 Global expansion: From Chicago to Europe and disaster relief
27:48 Tunnel to Towers fundraiser: Giving back to veterans and community
30:21 Old school values vs. digital generation in construction
33:32 Safety first: Why demolition requires constant vigilance
35:52 Coolest projects and final advice: Love what you do
Visit BlueCrocus.ca if you have marketing questions you need help with!
In this episode of Marketing Without Rules, Lewis Vandervalk sits down with John Dwyer, a direct response marketing expert from Australia who has spent decades helping businesses break free from price-based competition through creative incentive strategies.
John shares the legendary story of how he convinced Jerry Seinfeld to become the spokesperson for an Australian bank's "get a home loan, get a free vacation" campaign, which resulted in the bank tripling their home loans within the first year while never advertising interest rates. He reveals his "Happy Meal Toy" philosophy; the same principle McDonald's uses with low-cost, high-perceived-value incentives that take customers' eyes off price.
John demonstrates how service businesses can implement this strategy, sharing case studies including a turf farm that sold out of grass in six days by offering premium beer with purchases, and a hardware store that doubled revenue competing directly against a massive chain store using vacation incentives.
The conversation covers his Facebook contest formula that generates hundreds of qualified leads for as little as $30 per day, including the "Ugliest Back Fence Contest" that produced six months of hot leads in three days for an aluminum fence company. John explains how his vacation incentive program works, offering $1,000+ value vacations for $50 cost, and how businesses can use these as both lead generation tools and conversion closers.
Throughout the episode, he emphasizes that successful marketing isn't about having the best product or lowest price… it's about creating irresistible offers that make price irrelevant.
Resources Discussed on the Episode:
https://theinstituteofwow.com/
https://vacationsincentive.com/
https://fbcontestblueprint.com/
Timestamps:
00:00 Introduction to Marketing Without Rules
01:07 Direct response vs. traditional advertising: The calamari principle
05:31 The Jerry Seinfeld bank campaign: Chasing a celebrity for six months
12:15 The Happy Meal Toy philosophy: Low cost, high perceived value
18:26 How persistence and a bad Crocodile Dundee accent landed Seinfeld
22:27 Case study: The turf farm that ran out of grass in six days
25:38 Why the most expensive bank in Australia never advertised rates
28:45 The vacation incentive program: $50 cost, $1,000+ value
32:20 Facebook contest formula: 900+ leads for $200 spend
38:15 The hardware store vs. Bunnings: David beats Goliath
41:10 Real estate revolution: Personalized home valuations
43:11 Final advice: Never compete on price, always add value
Visit BlueCrocus.ca if you have marketing questions you need help with!
In this episode of Marketing Without Rules, Lewis Vandervalk sits down with Kendall Hines, co-founder and CEO of Clicki, who transformed his family's struggling lawn care business from 90 customers to over 2,000 customers and nearly $1 million in revenue within six years and then went on to start a software company changing the game for business referrals.
Kendall shares his journey from building his first software solution out of necessity (Lawn Bot, which was acquired by Real Green and later WorkWave) to creating Clicki, a referral platform that automates the entire referral process for service businesses. He reveals how rising digital advertising costs on Google, Facebook, and platforms like HomeAdvisor are forcing small businesses to pay $100-400 per customer acquisition, eating into profits and growth potential.
Kendall demonstrates Clicky's automated system that sends referral invitations immediately after job completion, tracks referrals through CRM integration, and handles payouts automatically via Venmo, Cash App, Amazon gift cards, or Visa cards.
The conversation covers building B2B partner programs with real estate agents and other complementary businesses, the new mobile-optimized promoter app with magic links that eliminate login friction, and strategies for creating omnipresent marketing campaigns. Kendall emphasizes the importance of systematic approaches to growth, sharing how one client reached $650K in revenue in their first year spending $0 on traditional digital advertising by focusing entirely on referrals and community marketing.
Interested in seeing if Clicki is the right fit for your business? Click here to book a demo (& snag a $50 gift card)
Timestamps:
00:00 Introduction to Marketing Without Rules
02:31 Kendall's journey: From lawn care technician to software entrepreneur
05:27 Building and selling Lawn Bot to Real Green/WorkWave
07:03 The referral problem: Why most programs fail
09:13 How Clicki automates the entire referral process
13:18 Live demo: Setting up referrals for Joe's Junk Removal
17:28 Building B2B partner programs with real estate agents
19:37 The new promoter app: Mobile-first referral experience
22:37 Tracking, leaderboards, and gamifying referrals
24:57 Magic links: Eliminating friction in the referral process
28:45 Overcoming objections: Why referrals matter for growth
31:07 Building omnipresent marketing across multiple channels
32:22 Year-end planning: Reverse engineering your growth goals
34:18 Final thoughts and getting started with Clicki
Visit BlueCrocus.ca if you have marketing questions you need help with!
In this episode of Marketing Without Rules, Lewis Vandervalk reconnects with Marc Mawhinney, a lifelong entrepreneur who has been helping coaches get more clients since 2014 and hosts the Natural Born Coaches Podcast with over 900 episodes.
Marc reveals his remarkable consistency strategy of sending daily emails for over 8 years without missing a single day, explaining why most entrepreneurs fail at email marketing by putting all their effort into one weekly email that gets lost in busy inboxes. He breaks down his systematic approach to content creation, including batching emails three weeks in advance and repurposing content across multiple platforms to cut through the noise of the online space.
The conversation covers Marc's evolution from real estate to coaching, his innovative flat-fee joint venture model that has generated consistent revenue streams, and his philosophy on handling criticism and building resilience in business. Marc shares his three critical questions every entrepreneur must answer for guaranteed success: who do you help, how do you help them, and where do you find them. He also discusses the retirement of his 92-month Secret Coach Club newsletter, creative business ideas from golf ball diving to pizza box innovations, and his approach to building authentic relationships rather than high-pressure sales tactics.
Throughout the episode, Marc emphasizes the compound effect of small daily actions over sporadic bursts of effort, providing practical frameworks for sustainable business growth that service business owners can apply to build lasting customer relationships.
Timestamps:
00:00 Introduction to Marketing Without Rules
02:33 Marc's journey from real estate to coaching since 2014
06:47 The power of daily email consistency (8+ years without missing a day)
09:28 Why repetition works: The Guy Kawasaki Facebook experiment
11:11 Navigating social media algorithms and engagement challenges
12:05 The three questions for guaranteed business success
16:45 Secret Coach Club: 92 months of newsletter publishing
19:53 Flat-fee joint venture model and partnership strategies
22:58 Community building: The Coaching Jungle VIP program
24:40 Creative business ideas and thinking outside the box
30:15 Golf ball diving business and insurance strategies
34:16 The Alter Ego Effect and performance psychology
39:49 Final advice on authenticity and avoiding online BS
Visit BlueCrocus.ca if you have marketing questions you need help with!
In this episode of Marketing Without Rules, Lewis Vandervalk sits down with Kasim Aslam, serial entrepreneur who built and sold Solutions Eight (the world's #1 ranked Google Ads agency) for eight figures to a SoftBanc-backed company.
Kasim reveals why most service business owners struggle with hiring and retention, sharing his counterintuitive approach that peak performers care more about growth than compensation once financially satisfied. He walks through his proven 7-step hiring system that has helped him build six multimillion-dollar businesses, including how to create job postings that attract top talent, implement "flytraps" to filter thousands of applicants down to the best candidates, and run trial projects that reveal true performance before making hiring decisions.
Kasim introduces his "Black Box Delegation" framework for managing high performers without micromanaging, explaining why the traditional approach of trying to "retain" top talent is backwards, instead focusing on creating a flywheel that benefits from peak performers while they're with you.
The conversation also covers the emerging field of Answer Engine Optimization (AEO) and how local service businesses can leverage authority-based content strategies. Throughout the episode, Kasim emphasizes treating employees as "miracles" rather than commodities, sharing real examples from his agency where individual employees managed 40% of revenue and became millionaires through equity partnerships.
Get Kasim's Free Hiring Book: https://thehirebook.com/#section-IHYOSLuNCP
Timestamps:
00:00 Introduction to Marketing Without Rules
02:24 Kasim's background: From $100M Google Ads agency to serial entrepreneur
04:17 The power of collecting books as "traps for future learning"
07:17 Why service business owners struggle with hiring and delegation
12:45 The Pareto Principle in hiring: Finding your 20% peak performers
18:30 Why peak performers choose growth over compensation
22:15 The flywheel approach to top talent retention
25:19 Step 1-2: Mindset shift and creating irresistible job postings
27:19 Step 3: Distribution strategy for maximum applicant flow
29:08 Step 4-5: Flytraps and trial projects to filter candidates
35:00 Step 6: Interview techniques that prevent future complaints
37:09 Step 7: Onboarding for peak performance from day one
40:45 The Black Box Delegation framework
44:49 Answer Engine Optimization (AEO) for local service businesses
48:33 Final thoughts and resources
Visit BlueCrocus.ca if you have marketing questions you need help with!
In this episode of Marketing Without Rules, Lewis Vandervalk walks through the complete playbook for rapidly scaling a junk removal business, using his own success story with Integrity Junk Removal as the foundation.
Starting from zero in May 2021, Lewis and his partner Ryan grew their Fredericton, New Brunswick-based business to $15,000 per month within just four months, serving a population of only 80,000 people. Lewis breaks down his proven strategies across website optimization, Google Business Profile mastery, community engagement through Facebook groups, and his signature "FEAST method" for leveraging local restaurant partnerships in giveaway campaigns.
The episode covers advanced SEO tactics including backlink building through local directories, charity partnerships, and discount programs, while emphasizing the critical importance of customer retention through systematic follow-up campaigns. Lewis demonstrates live examples of Reddit marketing, local directory submissions, and provides actionable scripts for cold outreach to restaurants and media outlets.
This comprehensive guide provides everything needed for both beginners and established junk removal operators looking to dominate their local markets through organic growth strategies.
00:00 Welcome and introduction
01:55 The Integrity Junk Removal success story overview
04:47 Lewis's background in construction and digital marketing
17:01 Website fundamentals and Google Search Console walkthrough
37:46 Facebook profile optimization for business growth
44:24 Community group engagement and posting strategies
52:02 The FEAST method: Restaurant partnership giveaways
01:03:24 Backlink building strategies and local directories
01:06:28 Live Reddit marketing demonstration
01:22:16 Charity partnerships and community sponsorships
01:27:19 PR strategies and podcast guesting opportunities
01:31:08 Customer retention and follow-up systems
Visit BlueCrocus.ca if you have marketing questions you need help with!
In this throwback episode of Marketing Without Rules, host Lewis Vandervalk sits down with Tommy Mello, founder of A1 Garage Door Service, who has built a remarkable home service empire spanning 15 states with 350 employees and is on pace to hit $300 million in revenue.
Tommy shares his unconventional journey from starting with limited capital in 2007 to developing a billion-dollar vision, emphasizing that recruiting is the foundation of any successful home service business. He reveals his systematic approach to building company culture, demonstrating how A1's Indeed page with 154 five-star reviews and comprehensive Glassdoor presence attracts top talent by selling the company rather than just posting job requirements.
The conversation covers Tommy's essential KPIs (average ticket, conversion rate, booking rate, and cost per acquisition), his philosophy of turning employees into recruiters and lead generators, and his strategic approach to affiliate marketing partnerships. Tommy discusses his extensive reading habits, the importance of delayed gratification, and his plans for becoming a consolidator in the home service industry.
He emphasizes the critical role of systems, processes, and treating employees as internal customers, sharing real examples of how proper training and culture can turn upset customers into raving fans and generate significant revenue through employee-driven lead generation.
00:00 Introduction & Guest Welcome
01:01 Meet Tommy Mello: A1 Garage Door Service founder
03:16 Key catalysts and growth milestones in Tommy's journey
08:49 Recruiting strategies: Why hiring is everything
15:30 Live demonstration of A1's Indeed and Glassdoor presence
22:41 Tommy's extensive book collection and learning philosophy
31:10 Building lasting customer relationships and experiences
33:13 Daily KPI reviews and data-driven decision making
35:22 The billion-dollar vision: From dream to written plan
37:32 Strategic acquisitions and platform company building
47:44 Lead generation strategies and Google's dominance
57:15 Final advice: Getting out of your comfort zone
Visit BlueCrocus.ca if you have marketing questions you need help with!
In this episode of Marketing Without Rules, host Lewis Vandervalk sits down with Darcy Cudmore, founder of RepuLinks, a boutique digital PR and SEO agency that has secured over 5,000 organic backlinks for clients since launch.
Darcy, a journalism graduate turned PR expert, reveals his proven strategies for landing high-authority backlinks from major publications like Forbes, USA Today, and CBS News without buying links. He demonstrates the Featured.com platform live, showing exactly how home service companies can pitch journalists and secure valuable media coverage.
The conversation covers both reactive PR strategies (responding to journalist queries) and proactive campaigns, with specific tactics for plumbers, electricians, HVAC companies, and other home service businesses.
Darcy emphasizes the importance of creativity and persistence in 2025's competitive PR landscape, sharing real client success stories including a $10,000 sale directly attributed to CBS News coverage.
This episode provides actionable insights for any home service business looking to build authority, improve SEO rankings, and gain credible media mentions through organic link building strategies.
00:00 Introduction to Marketing Without Rules
05:44 Creative PR strategies for home service companies
11:56 Live demonstration of Featured.com platform
16:45 Client success story: CBS News coverage leads to $10,000 sale
18:47 Home service opportunities on Featured.com
23:15 Proactive PR campaigns and finding story angles
25:51 Building media lists and finding journalists
32:15 Final advice and connecting with Darcy
Visit BlueCrocus.ca if you have marketing questions you need help with!
In this episode of Marketing Without Rules, host Lewis Vandervalk interviews Kevin Hess, founder of Survivor Junk Removal and former standout team member at 1-800-GOT-JUNK. Kevin shares how he helped grow a franchise location from $800K to $9 million in revenue by transforming from a manager into a leader and developing his entire team as leaders.
He reveals the critical difference between managing processes and leading people, explaining how empowering employees to run morning huddles and setting ambitious goals created an "army of leaders" that achieved franchise of the year and #1 ranking out of 175 locations.
Kevin breaks down his proven customer experience strategy that achieves a 95-96% onsite conversion rate, including welcome calls, strategic call-aheads that plant seeds for additional work, offering coffee runs, and building genuine relationships before discussing pricing. He explains his effort-based KPIs focused on residential average job size and shares the three key customer value drivers: time, space, and effort.
The episode concludes with insights from his leadership books and resources available through The Junk Evolution, emphasizing the importance of putting ego aside and focusing on relationship-building over transactional interactions.
00:00 Introduction to Marketing Without Rules
00:36 Meet Kevin Hess: From Cancer Survivor to Business Leader
02:14 Kevin's Journey with 1-800-GOT-JUNK
03:13 The Power of Leadership and Team Development
06:15 Setting and Achieving High Goals
12:43 The Importance of KPIs in Business
20:22 Customer Experience: From Booking to Job Completion
25:37 Building Customer Relationships in Home Services
26:25 Examples of Rapport Building
27:59 Understanding Customer Needs
30:52 Keys to Customer Value: Time, Space, and Effort
33:05 Tools of the Trade
34:16 Earning Five-Star Reviews
35:49 The Importance of Clear Communication
39:07 Dream Collaborations and Networking
41:46 Avoiding Transactional Interactions
44:23 Books and Resources for Home Services
49:11 Conclusion and Final Thoughts
Visit BlueCrocus.ca if you have marketing questions you need help with!
In this episode of Marketing Without Rules, host Lewis Vandervalk chats with Phil Risher, founder of Phlash Consulting, who shares the exact blueprint he used to scale a home service business from $3M to $5M in under two years.
Phil reveals how the original company achieved $3M in revenue with just 36 Google reviews by leveraging 100 B2B referral partners instead of relying on traditional marketing.
He breaks down his complete B2B partnership system step-by-step: finding complementary services, cold outreach sequences, lunch-and-learn presentations with technicians, QR code referral systems and B2B email newsletters that gamify the referral process.
Phil also covers lead management strategies that unlocked $100K in additional revenue for one client, AI-powered content creation using call transcripts and why cohesive content calendars outperform scattered marketing efforts.
From his early days paying off $30K in student debt on a $48K salary to building a marketing agency with 15 team members, Phil demonstrates how data-driven strategies combined with relationship-building create sustainable business growth that attracts private equity buyers.
00:00 Introduction and Guest Welcome
02:28 Phil's Early Career and Financial Hustle
03:51 Transition to Digital Marketing and Blogging
05:40 Corporate Experience and Starting Flash Consulting
14:24 Scaling Flash Consulting and Service Offerings
17:18 The B2B Partnership System That Changes Everything
24:20 Step-by-Step Cold Outreach for B2B Partners
24:37 Lunch-and-Learn Strategy with Technician Teams
25:29 QR Code Referral Systems and Follow-up Process
26:03 B2B Email Newsletters and Gamification Tactics
27:15 Lead Management Systems That Unlock Revenue
29:44 Three-Touch-Point Communication Strategy
31:34 Using AI for Content Creation and Call Transcripts
41:59 Content Calendars and SEO Strategy
49:06 Final Thoughts and Contact Information
Visit BlueCrocus.ca if you have marketing questions you need help with!
In this solo episode, host Lewis Vandervalk discusses how business owners can secure a prominent place in search results as AI transforms how people find local companies. With Google AI overviews, ChatGPT, and other AI tools now scanning the internet for signs that people are talking about your business, the old approach no longer works.
Lewis shares four specific strategies: getting detailed reviews that mention what you did and how you did it, engaging actively in community groups through participation and giveaways, leveraging social media platforms like Instagram and TikTok as searchable SEO tools, and utilizing Reddit for local visibility since Reddit posts are dominating search results.
He also covers implementing schema markup as a bonus strategy. Lewis offers a gift card incentive for the first five listeners who take action on the Reddit strategy.
The episode emphasizes that this isn't about manipulating search engines, but about documenting great work consistently so AI and search engines can serve you up when people need your services.
00:00 Introduction to Marketing Without Rules
00:42 Why being "talked about" matters more than ever
01:34 Strategy #1: Get reviews that include specifics
04:37 Strategy #2: Community engagement and giveaway tactics
08:58 Strategy #3: Using social media as an SEO tool
11:48 Strategy #4: Reddit strategy for local businesses (gift card offer)
16:50 Bonus Tip: Schema markup implementation
20:42 Conclusion and call to action
Visit BlueCrocus.ca if you have marketing questions you need help with!
In this episode of Marketing Without Rules, host Lewis Vandervalk interviews Zac Garside, President of Prolific Brand Design. They dive deep into the hunter mindset, creative marketing strategies and the biggest mistakes contractors make when trying to stand out.
Zac shares actionable insights on boosting email deliverability, crafting captivating campaigns that actually get replies, and building long-term relationships with your list. They also discuss how CSRs can make or break your marketing ROI and introduce the concept of emblematic touchpoints… the small, memorable “WOW” moments that define your brand.
This episode goes beyond tactics, challenging business owners to stop copying “best practices” and start creating marketing that’s personal, bold, and unforgettable.
00:00 Introduction and Guest Overview
02:58 The Importance of CSRs in Home Services
05:45 Creating a Wow Experience
13:45 Effective Email Marketing Strategies
18:16 The Pitfalls of Cold Emailing
33:50 The Flexibility of Email Marketing
34:49 Optimal Email Frequency
35:09 The Importance of Consistency and Quality
39:57 Emblematic Touchpoints in Marketing
49:54 The Value of Personal Touch in Business
52:18 The Role of AI in Marketing
01:04:10 Final Thoughts and Takeaways
Visit BlueCrocus.ca if you have marketing questions you need help with!
In this episode of Marketing Without Rules, host Lewis Vandervalk welcomes Chris Scoville, founder and CEO of Improvifi, to break down what they’d do to launch a home service business from scratch.
Using a fictional brand called “Generator King”, Lewis and Chris brainstorm creative marketing strategies, branding tactics and referral-based growth plans that any local service business owner can use.
They discuss the importance of standing out in a saturated market, the power of partnerships and physical branding, and how to build a referral flywheel that attracts long-term customers.
From custom-wrapped porta-potties to co-branded trucks and authentic relationship-building, this episode delivers real-world advice with a creative twist, perfect for any trades-based entrepreneur looking to grow smarter and faster.
00:00 Introduction and Guest Welcome
00:35 Chris Scoville’s Background and Business Growth
02:59 Building a Team with Purpose
04:52 Scaling and Overcoming Challenges
08:26 Creating the “Generator King” Blueprint
28:02 Referral Strategies and Networking
31:13 Colorful Dumpsters and Porta-Potties
32:20 Branding and Partnerships in Dumpster Rentals
34:21 The Importance of Differentiation in Marketing
37:12 How to Build a Brand That Gets Noticed
49:11 Final Thoughts and Where to Find Us
Visit BlueCrocus.ca if you have marketing questions you need help with!
What if every job you completed quietly brought in 3, 4, even 5 more without running ads or chasing cold leads?
In this free training, Marketing Without Rules host Lewis Vandervalk reveals the exact local marketing strategy that service pros are using to multiply their jobs using trust, visibility, and smart systems.
This week's episode is a special encore replay episode of a workshop Lewis hosted in June of 2025.
In this episode, you’ll discover:
How to get happy customers to post about you in community Facebook groups (without being pushy)
Why signs, short videos, and reviews on multiple platforms still outperform fancy digital strategies
How to revive your old customer list with one simple text
A step-by-step formula to turn every job site into a local referral machine
This isn't marketing theory. It's what smart home service businesses are doing right now to 5X their leads without extra spend or a marketing team.
Whether you're a contractor, home service pro, or local business owner, this training gives you a real-world system to grow fast using the jobs you're already doing.
Visit BlueCrocus.ca if you have marketing questions you need help with!
In this episode of Marketing Without Rules, host Lewis Vandervalk sits down with Mitch Smedley, owner of Smedley Plumbing and co-founder of Trade Wins, to unpack the real story behind what it takes to grow a trades business and why most owners stay stuck in the field longer than they should.
From turning a plumbing van into a go-kart and strapping a 12-foot skeleton to a service vehicle… to hiring a full-time videographer and creating content that actually brings in leads. Mitch shares the bold (and sometimes bizarre) tactics that helped him break free from the daily grind and turn his company into a brand.
But it’s not all about stunts and social media. This episode pulls back the curtain on the hidden roadblocks that stop most trades businesses from scaling like lack of systems, fear of delegation and trying to "market like everyone else."
You’ll also get a behind-the-scenes look at Trade Wins, where Mitch helps other trades business owners build operations that don’t rely on the owner doing everything. Whether you're a plumber, roofer, or any local service pro trying to build something that lasts, this episode will challenge what you think it takes to grow.
00:00 Intro and Guest Welcome
01:57 Mitch Smedley's Unique Approach to Social Media
04:49 Creative Marketing Tactics That Actually Work
06:43 The ‘Fix Pipes and Pet Dogs’ Brand Strategy
11:36 Plumbing Problems, Innovation, and Customer Experience 13:34 Personal Branding & Community Credibility
29:29 How Mitch Got Started in Plumbing
34:40 AI and What It Means for the Trades
39:01 Wild Marketing Stunts That Worked
41:52 The Skeleton Van Campaign
44:02 YouTube as a Lead Machine
50:01 Thinking Differently About Marketing
57:17 Tradewinds Consulting for Trades Pros
01:09:57 Google Reviews and Reputation Growth
01:15:21 Why Playing Small Isn’t Safe Anymore
Visit BlueCrocus.ca if you have marketing questions you need help with!
In this episode of Marketing Without Rules, host Lewis Vandervalk sits down with Joseph Hughes from Contractor Dynamics to unpack the real reason most contractors fail at marketing and what to do instead. Sponsored by Blue Crocus Solutions, the conversation unpacks Joseph’s journey from struggling entrepreneur to a highly sought-after marketing educator in the roofing space.
Joseph reveals how his early failures shaped his approach, the power of mentorship, and the disciplined daily routine that fuels his consistency. Together, they break down the common traps contractors fall into… like chasing quick-hit leads without building a brand.
Topics include the difference between marketing and lead generation, how to use video content effectively, and the tactical steps behind becoming 'Five Mile Famous.' Joseph also shares why extreme ownership, testing, and clear messaging are critical for any contractor looking to build a business that lasts.
00:00 Welcome to Marketing Without Rules
00:29 Introducing Joseph Hughes and Contractor Dynamics
00:54 Joseph's Journey: From Struggles to Success
04:11 The Importance of Consistency and Discipline
04:33 Joseph's Daily Routine for Success
07:49 The Evening Routine: Winding Down
12:01 Extreme Ownership in Business
14:57 Marketing vs. Lead Generation
20:02 Becoming Five Mile Famous
27:14 Tactical Marketing Tips for Roofing Companies
27:26 The Power of Video Content
29:29 Boosting vs. Targeted Ads
30:32 Effective Marketing Strategies and Testing
36:40 Getting Started with Video Production
43:29 Consistency and Clarity in Marketing
46:14 Common Marketing Mistakes and How to Avoid Them
50:24 Final Thoughts and Takeaways
Visit BlueCrocus.ca if you have marketing questions you need help with!
In this episode of Marketing Without Rules, host Lewis Vandervalk sits down with Adam Sand, roofing entrepreneur and founder of Roofing Business Partner to unpack what it really takes to build a service business that grows without depending on you.
Adam shares his journey from being an operator in a roofing company to founding the Roofing Business Partner, a consulting firm focused on helping roofing companies streamline operations and implement CRM systems. They dive into how he balances business and family life, why data-driven decisions matter and how to create SEO content that actually converts.
You’ll also hear about the future of business systems including AI, smart contracts, and Adam’s plan to consolidate roofing companies through a special purpose vehicle (SPV) to boost valuations and long-term equity.
If you're serious about systemizing and scaling your service business, this episode delivers the blueprint.
00:00 Introduction and Initial Thoughts
00:42 Welcome to Marketing Without Rules
01:07 Meet Adam Sand: Entrepreneur and Consultant
02:33 The Importance of Data and Parenting Insights
06:15 Balancing Business and Family Life
09:00 Work-Life Balance: Myth or Reality?
11:12 Rapid Fire Questions and Business Insights
17:31 Webinar Strategy and Execution
23:34 Setting Deadlines and Empowering Teams
23:53 The Evolution of SEO and AI's Impact
26:10 AI in Home Services: A Personal Experience
27:23 Interactive Tools and AI Integration
29:18 Future of AI and Home Services
38:45 Consolidation in the Roofing Market
46:44 Content Creation Strategies
50:13 Final Thoughts and Future Plans
Visit BlueCrocus.ca if you have marketing questions you need help with!