It’s surprising how fast your business can grow once you understand how real marketing works, and that’s exactly what I unpack in my interview on Hector Santiesteban’s How to Scale a Business podcast. I share the behind-the-scenes lessons from McDonald’s, Coca-Cola, Sprint, and my early days at eDiets—back when most people were just discovering Google.

I walk through the 10 Golden Rules and show how owners can make smarter decisions with data, build stronger subscriber bases, and use YouTube and AI to stand out. I also explain why lawyers and service firms still win with Google, how to create a UVP that converts, and what it really takes to scale with systems and leadership. If you want simple principles you can use today, this conversation lays them out clearly.

Key Topics

02:05 — Learn how Jay’s background with major brands shaped the data-driven marketing approach he now teaches business owners.

06:11 — Hear how real A/B testing works and why data—not assumptions—should guide every growth decision.

08:47 — See why subscriber lists remain one of the most valuable digital assets for long-term marketing success.

10:45 — Understand how YouTube builds trust at scale and why niche, question-based videos attract high-intent leads.

14:02 — Learn practical ways to apply the Four Ps to modern SEO, local search, and online visibility.

16:44 — Discover how Google’s AI Overviews reward question-driven content and why AEO is the next major ranking strategy.

19:14 — Hear how AI tools and structured prompts streamline writing, planning, and content creation for business owners.

21:41 — Learn how a strong UVP increases conversions by giving website visitors an immediate, compelling action.

24:36 — See how intake automation, fast callbacks, and lead-capture tech help service businesses close more opportunities.

28:18 — Understand why systems, SOPs, and EOS give companies the structure needed to scale without relying on the owner.

Resources Mentioned

Books:

• The 10 Golden Rules of Online Marketing – Jay Berkowitz - https://www.tengoldenrules.com/downloads/ 
• The AI-Driven Leader – Geoff Woods - https://a.co/d/5wLM5o2 
• The E-Myth Revisited – Michael E. Gerber - https://a.co/d/hu328oG

Tech

• ChatGPT -  https://chat.openai.com
• Google Gemini -  https://gemini.google.com
• Google Local Service Ads -  https://ads.google.com/local-services-ads 
• Google AI Overviews -  https://blog.google/products/search/generative-ai-search 

About our Guest Host:

Hector Santiesteban’s mission is to make podcasting simple, stress-free, and profitable. Since 2016, he has produced thousands of episodes across every format—from business and interview shows to fiction and true crime—generating millions of downloads and millions in revenue for his clients. With three podcasts of his own and years of hands-on experience, he knows exactly what it takes to build and sustain a successful show.

As the founder of Amplafy Media, Hector runs a full-service team that handles everything from strategy and setup to editing, publishing, and promotion. His “you record, we do the rest” model lets hosts stay focused on their message while the heavy lifting happens behind the scenes. Hector believes everyone has a story worth sharing, and he’s always open to conversations about improving workflows, elevating content, and turning a podcast into a real business asset. You can reach him at [email protected].

https://open.spotify.com/show/1nLbInDgoT0XLnHq4atmtf 

About Jay Berkowitz:

Jay Berkowitz is a best-selling author and popular keynote speaker. Mr. Berkowitz managed marketing departments at: Coca-Cola, Sprint and McDonald's Restaurants, and he is the Founder and CEO of Ten Golden Rules,  a digital marketing agency specialized in working with attorneys.

Mr. Berkowitz is the author of Advanced Internet Marketing for Law Firms, The Ten Golden Rules of Online Marketing and 10 Free Internet Marketing Strategies that went to #1 on Amazon.  He is the host of the Ten Golden Rules of Internet Marketing Webinar and Podcast. He has been profiled by the Wall Street Journal, The Business Journals and FOX Business TV.

Mr. Berkowitz was selected for membership as a TITAN for Elite Digital Marketing Agencies, he is the recipient of a SOFIE Award for Most Effective use of Emerging Media, and a Special BERNAY’s Award.

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