I'll give you a secret that I think you'll love anyway. It's called layered marketing is what I'm convinced

of. It's no one thing. I'm doing a Broadway play. I was talking about to see my podcast yesterday.

Good marketing is a Broadway play. There's a hook. There's a trailer that gets you to watch my

movie or come watch my play. Okay. Then I introduced to you, you know, a hero, our company, a villain, the industry, my competition,

an obstacle, a tussle, why you're not getting what it is you want.

Okay?

And then the story has a happy ending, how we're going to deliver it.

So all my marketing kind of takes you through that.

And when we do radio,

it's purely testimonial, no call to action. All you hear is Mrs. Smith saying, oh, they were the greatest company. They came on time. They stayed on budget. They were so good. Blah, blah,

blah, blah, blah. That's all I want Mrs. Smith to do. You're going to hear Mrs. Smith through an entire year. That's a hero in the story.

That I'm going to give you other little thing. Then I'll do a radio commercial that'll create

tension. Well, the other company that came, they didn't show up, they didn't do this. I'm telling

a story. And every story, we're the hero, we can solve the problem.

Welcome to the Home Service Expert, where each week Tommy chats with world-class entrepreneurs and experts in various fields, like marketing, sales, hiring, and leadership, to find out what's really behind their success in business.

Now, your host, The Home Service Millionaire, Tommy Mello.

Welcome back to the Home Service Expert.

My name is Tommy Mello, and today I have a guest visiting us from Virginia.

His name is Sean Castrina.

He's an expert in entrepreneurship, small business, and leadership.

He's the best selling author and still entrepreneur. He's been doing this since 2000.

Sean Costina has started over 20 businesses in 20 years and runs a multimillion dollar service

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