Marketing Without Rules

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

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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

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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

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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

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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

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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

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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.

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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

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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

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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!