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Episode Summary

In this energizing episode of the Trading Secrets series, host Roger Magalhães explores why showing up—both online and in person—is critical for success in the window treatment business.

This episode is packed with straightforward, actionable advice for window covering professionals, including SEO strategies, branding tips, and essential etiquette that sets you apart from the competition. Roger shares relatable stories and a recent personal experience that underline how visibility and authenticity help you thrive in the industry.

Key Topics Covered

• The importance of being visible: If you’re NOT trying to hide from the IRS or FBI, your name and brand should be everywhere. Presence builds trust!
• SEO basics for installers and small businesses: Simple, realistic steps every window pro can take to stand out, even if you’re new to online marketing.
• Business etiquette: How professionalism online and offline boosts your reputation among peers and clients.
• Marketing tips & tricks: Practical ways to get your business noticed without huge investments.
• Roger’s personal story: Real-world example that highlights how to apply these strategies immediately.
• Action steps: How to start “showing up” right now to spark growth in your business.

Main Takeaways

Visibility brings opportunity—don't underestimate the power of "showing up" in search results, on social media, on the job and in your community.
Even small SEO wins can make a big difference for local businesses in the home improvement and design sector.

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Blogs:

📩 Keep It Simple - E-commerce
📩 We Dress Naked Windows - Window Coverings
📩 Trading Secrets - Trade
📩 Stories in Motion - Business & Life

📚 Book Nobody Told Me That

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In this episode of No Strings Attached, Roger Magalhães—industry veteran, installer, trainer, and founder of Shades In Place—addresses one of the most overlooked challenges in the window treatment business: ego and its long-term impact.

Roger shares why ongoing education, humility, and a willingness to learn are key to long-term success, both professionally and personally. This episode was sparked by a listener’s question, underscoring the importance of community and real-world feedback in the industry.

Roger delivers four actionable strategies that have shaped his approach to window treatment installation and entrepreneurship, sharing insights gathered over two decades in the trade.

Key Themes & Talking Points

• The silent threat of ego in business: How ego can limit your growth as an installer, business owner, or designer.
• Continuing education: Why staying curious and committed to learning (even for seasoned pros) is the secret sauce for staying ahead in the window coverings industry.
• Community-driven improvement: The story behind this episode—a listener’s suggestion—and why collaboration beats competition.
• Roger’s four strategies for success: Real, field-tested tips you can implement today.
• Embracing feedback and mentorship: How to open yourself up to new ideas, make fewer mistakes, and grow stronger as a result.

Takeaways & Action Steps

Check your ego at the door—humility paves the way for growth.
Invest in your own ongoing learning, whether through podcasts, workshops, or peer connections.

Don’t wait for success to come to you—be proactive in seeking advice and constructive criticism.

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Blogs:

📩 Keep It Simple - E-commerce
📩 We Dress Naked Windows - Window Coverings
📩 Trading Secrets - Trade
📩 Stories in Motion - Business & Life

📚 Book Nobody Told Me That

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Welcome back to another episode of The Trading Secrets Podcast! In this episode, Roger dives into the often-underrated value of networking, seminars, and home shows within the window treatment industry.

Have you ever wondered if attending a trade expo is truly worth your time? Roger shares why these events can be a game changer for your career, offering actionable tips on how to prepare, get the most value, and skyrocket your professional growth.

Key Topics and Takeaways

• Why Networking Events Matter: Real stories and practical advice on the impact of industry seminars and expos on professional success for window treatment professionals.
• How to Prepare for Your First Trade Show: Roger’s best tricks for making a strong impression, maximizing learning, and building connections.
• Major Industry Events: Shoutout to the International Window Covering Expo (
• www.iwce-vision.com), highlighting the value of participating in major gatherings, including his own personal experiences.
• Building Community: The importance of joining industry groups like WCAA so you never feel isolated in your window covering business.
• The ROI of Showing Up: Why showing up at these events can lead to long-term gains, unexpected opportunities, and a more resilient business.

Notable Quotes & Sentiments

“Be sure to listen to the end of this episode for tips & tricks on how to best prepare for your first live event and my top reasons for attending. These events were—and are—a GAME CHANGER for me and my business.”

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Blogs:

📩 Keep It Simple - E-commerce
📩 We Dress Naked Windows - Window Coverings
📩 Trading Secrets - Trade
📩 Stories in Motion - Business & Life

📚 Book Nobody Told Me That

Social Media:

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In this essential episode of the Trading Secrets series, Roger Magalhães draws on over two decades in the window covering industry to illuminate the most common and costly mistakes window treatment dealers make.

He breaks down a recent installation project that resulted in an unhappy client, installer, and dealer, using it as a real-world case study to deliver actionable lessons.

Roger’s advice is grounded in practical experience, aiming to help industry professionals improve service, avoid frustration, and earn more five-star reviews.

He shares three avoidable mistakes dealers frequently commit and provides direct suggestions for preventing them—ensuring more happy clients, happy installers, and thriving businesses.

• Real installation case study: Hear what went wrong in a job that led to dissatisfaction on all sides.
• Three avoidable mistakes: (1) Miscommunication or lack of communication, (2) Failure to set clear client expectations & (3) Neglecting teamwork and collaboration among client, installer, and dealer
• How to prevent these mistakes: (1) Improve internal and external communication. (2) Clearly outline project expectations with all parties. (3) Foster a culture of teamwork and open feedback
• Industry relevance: These issues affect all window treatment companies striving to provide the best client experience.
• The host’s perspective: Roger’s years as installer, trainer, speaker, and entrepreneur provide insight you won’t find in generic advice.

Who Should Listen

- Window covering dealers and installers
- Interior designers and home improvement professionals
- Anyone seeking inside knowledge to elevate their customer service and business reputation in the window coverings niche 

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Blogs:

📩 Keep It Simple - E-commerce
📩 We Dress Naked Windows - Window Coverings
📩 Trading Secrets - Trade
📩 Stories in Motion - Business & Life

📚 Book Nobody Told Me That

Social Media:

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In this essential episode, Roger Magalhães, founder of Shades In Place and Trading Up Consulting, discusses the inspiration, purpose, and content of the Installation Start Up Course, tailored specifically for window treatment installers.

Roger shares his personal career journey, highlighting how he was once skeptical about the field but has since witnessed its vast growth and potential for newcomers and career-changers alike.

He invites industry professionals and those looking for an exciting, hands-on career path to learn more about this rarely-discussed yet critical trade.

Key Topics & Takeaways

• Why this course was created: Many people are unfamiliar with window treatment installation as a rewarding, skilled trade and viable career path. Roger’s own skepticism as a newcomer becomes a lesson for those looking for job security and growth.
• Industry growth: The window treatment sector is expanding rapidly, offering more opportunities than ever for installers, dealers, and those new to the field.
• Course content highlights: The Installation Start Up Course covers essential knowledge, fundamental skills, and industry best practices. It’s designed to be affordable and accessible—even for those just entering the market or considering a new trade.
• Learning from an expert: Roger distills 15+ years of in-the-field experience into this masterclass, sharing tips, real-world insights, and must-have strategies for beginning—and excelling—in window treatment installation.
• A community-driven initiative: Supported by WCAA, the course and podcast foster a sense of professionalism, mentorship, and continuing education in the industry.

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Blogs:

📩 Keep It Simple - E-commerce
📩 We Dress Naked Windows - Window Coverings
📩 Trading Secrets - Trade
📩 Stories in Motion - Business & Life

📚 Book Nobody Told Me That

Social Media:

IG * FB * LI * YT * WEB * Email

Kicking off 2022, Roger Magalhães, founder of Shades In Place and Trading Up Consulting, challenges window treatment installers, dealers, and industry professionals to seriously invest in a fast-growing industry trend: motorization and home automation.

Roger explains how home integration—smart locks, thermostats, and now motorized window coverings—has rapidly expanded since 2006, exploding in popularity and becoming a major force in sales, convenience, and safety.

However, many dealers and decorators remain hesitant to embrace automation due to lack of confidence or knowledge.

Key Discussion Points

• Motorization Boom: Window treatment motorization is no longer a luxury—it’s now a must-have for tech-savvy homeowners. Everything—from locks to lights to shades—is becoming connected.
• Knowledge Is Power: Fear and uncertainty are stopping dealers, fabricators, and installers from embracing these profitable installation jobs. If you avoid the trend, you’re leaving money on the table!
• 2022 Goal: Make a commitment to educate yourself. Join Facebook groups, follow industry leaders, ask your reps about new options, and connect with innovative brands.
• Networking & Support: Build relationships within the industry, share experiences, and unite to conquer the learning curve.
  
  Home automation is the future—embrace it or risk being left behind.
  Ongoing education and networking are game changers. Don’t walk away from lucrative jobs simply because you’re not familiar with the technology.
  Make professional learning a core focus for your business in 2022 and beyond.

  
  2022 is your year to level up. Get comfortable with automation. Invest in learning. Reach out to your peers and industry leaders. The demand for smart, motorized window treatments isn’t going away—will you be prepared to meet it?

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Blogs:

📩 Keep It Simple - E-commerce
📩 We Dress Naked Windows - Window Coverings
📩 Trading Secrets - Trade
📩 Stories in Motion - Business & Life

📚 Book Nobody Told Me That

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In this unique episode, Roger Magalhães shares an inspiring concept for window treatment installers: “one word, nine meanings.”

Sparked by a thoughtful Christmas card, Roger explores the word GRATITUDE and how each letter stands for a core quality that defines the best pros in the industry.

• G: Great – Always aim for greatness and exceed expectations in your installations.
• R: Resilient – Adapt and bounce back when things don’t go as planned.
• A: Adaptable – Stay flexible and find solutions in any situation.
• T: Trustworthy – Build trust with clients by respecting their homes and privacy.
• I: Insightful – Understand products and projects deeply to answer clients' questions competently.
• T: Thoughtful – Plan ahead and make installations seamless for all involved.
• U: Uninhibited – Be open and confident with new clients or installation challenges.
• D: Dependable – Reliability is vital to both the business and client satisfaction.
• E: Engaging – Connect and communicate with clients, designers, and suppliers.

Roger reminds listeners that window treatment installation isn’t always seen as essential, but it’s valued, specialized work. He’s always grateful for the opportunity and aims to pass along lessons learned through his years of experience.

Key Sections & Timestamps

[0:00] Intro
[1:28] The meaning of “Gratitude”
[2:26] G for Great
[2:57] R for Resilient
[3:51] A for Adaptable
[4:48] T for Trustworthy
[6:43] I for Insightful
[8:07] T for Thoughtful
[9:42] U for Uninhibited
[12:06] D for Dependable
[13:08] E for Engaging

What does gratitude mean for you as a pro? Listen, reflect, and consider which of these qualities you’ll bring to your next installation.

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Blogs:

📩 Keep It Simple - E-commerce
📩 We Dress Naked Windows - Window Coverings
📩 Trading Secrets - Trade
📩 Stories in Motion - Business & Life

📚 Book Nobody Told Me That

Social Media:

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Roger Magalhães uses his decades of hands-on experience to break down seven actionable strategies for putting safety first (for yourself, your clients, and your business) as a window treatment installer or dealer.

He shares real-life lessons—including stories about costly mistakes—and practical tips for both new and veteran pros. Whether you’re loading a van, selecting cordless window treatments, or navigating tricky installations, this episode can help you mitigate risk, protect property, and operate professionally.

• 1. Protect the Numbers - Always verify your measurements and calculations carefully. A single digit can make the difference between a seamless installation and a costly error for both you and your clients.
• 2. Measure Twice, Pay Once - Don’t rush measurements—get them right the first time. Roger recounts a lesson from a job on an island, where one mistake meant days of lost time and extra expense.
• 3. Enough Insurance - Don’t see insurance as a cost—see it as an investment. It shields your business, your team, and your clients from unexpected mishaps.
• 4. PPE (Personal Protective Equipment) - Always use the right safety gear on the job to prevent injuries.
• 5. Influencers - Recognize that your actions could set examples—both good and bad. Promote and practice safe procedures at all times.
• 6. Protect the Little Ones - Cordless window treatments aren’t just a trend—they’re a must. Always consider child and pet safety in every project, both by code compliance and best practices.
• 7. Secure the Load - Properly load and organize your van. A careless approach can compromise both product integrity and personal safety.

Why Safety Matters

Even a small misstep can spark “big problems,” risking damage to the homeowner’s property, your company’s reputation, or someone’s personal wellbeing.

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Blogs:

📩 Keep It Simple - E-commerce
📩 We Dress Naked Windows - Window Coverings
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📩 Stories in Motion - Business & Life

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The VIP Card grants installers, dealers, and anyone in the trenches of the window covering industry direct, flexible access to seasoned guidance for installation questions, troubleshooting, and tips—without fear of judgment or feeling “stupid.”

Roger was inspired by his own experience with a virtual assistant who enabled him to buy time in advance rather than paying per task. He adapted this concept to the window coverings trade, creating a practical, supportive service for the community.

VIP Card - How It Works

• Buy Time in Advance: Choose from packages (1 hour to 25 hours) that can be redeemed for troubleshooting, Q&A, and expert advice throughout a year.
• Regular Updates: Users receive ongoing statements showing hours used and balance remaining.
• No Stupid Questions: The service is a judgment-free space for professionals looking to learn and solve problems efficiently.
• Package Options & Expiry
  Bronze: 1 hour, 9-month expiry
  Silver: 5 hours, 12-month expiry
  Gold: 10 hours, 15-month expiry
  Platinum: 25 hours, 24-month expiry
• The bigger the package, the better the savings. This tiered approach gives flexibility for different business sizes and needs.

Who Should Use It?

Window treatment installers
Dealers and retail owners
Interior designers new to the trade
Anyone who wants on-demand help and professional confidence

Key Benefits

- Affordable, on-demand expert advice from an industry veteran
- Encourages continuous learning and skill development
- Frees pros from hesitation and fear of “stupid” questions
- Strengthens professional confidence and business results

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Blogs:

📩 Keep It Simple - E-commerce
📩 We Dress Naked Windows - Window Coverings
📩 Trading Secrets - Trade
📩 Stories in Motion - Business & Life

📚 Book Nobody Told Me That

Social Media:

IG * FB * LI * YT * WEB * Email

Send Us Your Questions & Feedback!

Episode Overview

In this candid episode, host Roger Magalhães takes listeners through his personal struggles and growth when it comes to using social media for his window covering business.

Despite years of industry expertise and enjoying real conversations with customers, Roger admits that “playing the algorithms” and crafting engaging content has been a challenge.

The episode highlights major hurdles and “don’t you dare ask me that!” moments, from unreliable social media partners to difficult collaborations. Roger recounts working with people who either disappeared or didn’t follow directions, causing frustration and missed opportunities to connect with audiences authentically.

Now, Roger shares a breakthrough: partnering with Emily Moore and Lingows Media in Denver, who finally deliver an experience that honors his vision—and puts the client’s needs first. This story becomes a crucial reminder for anyone in service industries: The business isn’t about you. It’s about your customer.

Key Points and Insights

Social Media Headaches:

Finding trustworthy, communicative help for social media can be incredibly difficult and stressful.
Past collaborators either ghosted or failed to let Roger approve posts before publishing—an experience many business owners will relate to.
Successful Partnership:

Working with Emily Moore and Lingows Media was a game-changer: They listened, respected the business vision, and made Roger feel understood—finally aligning social efforts with company goals.

Lesson for Service Professionals:

No matter your trade, never forget: your business exists to serve customers. Approaches that revolve around client needs will always win out.

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Blogs:

📩 Keep It Simple - E-commerce
📩 We Dress Naked Windows - Window Coverings
📩 Trading Secrets - Trade
📩 Stories in Motion - Business & Life

📚 Book Nobody Told Me That

Social Media:

IG * FB * LI * YT * WEB * Email