What would happen if your team stopped treating unclosed estimates as dead leads? Kristian Hall shares how she recovered about $5.5 million last year entirely by phone—and why she is on pace to clear $6 million this year—by slowing down, doing the research, and serving the customer before trying to sell.

Kristian walks Chris Crew and Jeremy Self through her path from restaurant work and loan officer to 11 years in HVAC, plumbing, and electrical. She breaks down her five-step approach: Find the Gold; READ the room (Review, Assess, Evaluate, Develop); make the Happy Call; listen intentionally; and check every box. The conversation also covers managing summer chaos, building a referral pipeline, learning the trades step by step, and the three-month relationship that helped her close a 17-system, roughly $200,000 opportunity.

Above all, this episode is a reminder that sales recovery is not a volume game. It is patient, curious, service-driven work that helps customers make the right decision and helps home-service businesses capture revenue they have already earned the opportunity to win.

• Managing peak-season pressure through scheduling, delegation, and focus

• Recovering approximately $5.5 million in revenue entirely by phone

• Kristian’s path from restaurant work and lending into the skilled trades

• Why service, trust, and curiosity matter more than a hard sell

• The five-step sales-recovery process: Find, READ, Happy Call, Listen, Check

• Using ServiceTitan notes and history to prepare before calling

• Following up when a customer does not answer

• Intentional listening and the five boxes behind a confident decision

• Building a referral pipeline for slower seasons

• How patience helped close a 17-system, roughly $200,000 opportunity

• Learning HVAC, plumbing, and electrical one step at a time

• Why home-service businesses should work existing leads before demanding more

00:00 — Cold Open: Finding the Gold in Sales Recovery

00:34 — Kristian Hall’s Production Management Role

02:17 — Managing Peak-Season Chaos

05:31 — Recovering $5.5 Million by Phone

08:12 — Kristian’s Path from Wyoming to the Trades

16:05 — Why Service-First Sales Wins

18:05 — The Five-Step “Find the Gold” Process

22:22 — The Happy Call and Intentional Listening

25:45 — Checking the Boxes and Building Grit

29:09 — Doing the Work Through Slow Seasons

33:03 — A Three-Month, 17-System Sales Story

40:38 — Stop Chasing Volume and Work Every Lead

The blue collar trades have created incredible careers for people who often never planned on working in HVAC, plumbing, electrical, or home services at all.

#ProudToBeBlueCollar® Show tells those stories.

Hosted by Chris Crew and Jeremy Self of The Blue Collar Success Group®, each episode features someone from the home service industry sharing how they found the trades, what the early years demanded, the turning points that moved them forward, and the practical tips they use in their role every day.

You’ll hear from people across the entire business—not just owners and executives, but salespeople, service technicians, installers, CSRs, dispatchers, managers, coaches, and other professionals building real careers in the trades.

If you already work in home services, you’ll find ideas you can use. If you’re considering a career in the trades and want to know what the path actually looks like, start here.

• Real career stories from across the home service trades

• HVAC, plumbing, electrical, and the broader home service industry

• Guests from every seat in the business—not just the corner office

• How people found their way into the trades

• The turning points that helped them advance

• Practical tips and skills listeners can use in their own roles

• A show for owners, managers, technicians, salespeople, installers, CSRs, dispatchers, and future tradespeople

• Hosted by Chris Crew and Jeremy Self

• Produced by The Blue Collar Success Group®

• Helping more people see the career opportunities available in the trades

Episode 1 Drops 9/23/26

00:00–00:20 — The Hook

00:20–00:45 — What You’ll Hear

00:45–01:09 — Invitation to Listen

In the third mailbag episode of season two, Kenny Chapman and Chris Crew take on audience questions focusing on customers—how to handle them, serve them, and keep your sanity in the process. They break down what to say during a follow-up, how to deal with refund requests, and why the "customer is always right" mindset might be holding you back.

Tune in to get practical tips, a fresh perspective, and the kind of straight talk that helps you show up better—for your team, your clients, and yourself.

• Chris starts by explaining how to master sales follow-ups and why most follow-ups fail without proper anchoring.
• Learn why salespeople who know how to anchor always close more deals and how ditching strict scripts gives you the flexibility to connect authentically.
• Chris shares ways to pick up a conversation with prospects without wasting time, including practical phrases you can use immediately to keep things moving forward.
• Why Chris recommends eliminating the phrase "follow-up" from your vocabulary and the mindset shift that creates better sales conversations.
• Kenny highlights why every sales follow-up should be treated as one seamless sales appointment.
• How to handle upset customers: Kenny breaks down why the "customer is always right" myth can actually hurt your business and what to do instead.
• Chris explains the secret to dealing with difficult customers: Don't take it personally because it's never really about you; it's always about them.
• Understand why some customers won't be reasoned with and how to focus your energy on the 95% who truly want to work with you, instead of the small percentage trying to take you down.
• Kenny reveals how to keep your team motivated when offering money-back guarantees, especially when technicians might feel they're losing commission when customers ask for their money back.
• Why giving refunds, even when you did everything right, is a long-term business win: Kenny shares the mindset of "life gives more to the giver."
• Learn why developing an abundance mindset is crucial for business success: Kenny explains how knowing there will always be more customers keeps scarcity fears at bay.
• Chris shares three keys to supporting entrepreneurs during stressful times: Patience, communication, and candid conversations that open the door to real solutions.
• What to do when frustration with employees builds: Chris shows how vulnerability and honest communication can turn tension into teamwork.
• Chris explains why getting clear time frames after delegating tasks keeps projects on track and how to avoid the "handoff hangover."
• According to Kenny, there's no such thing as financial independence. There's only emotional independence. When we reach a certain milestone of money, then the emotional freedom kicks in.
• Kenny emphasizes putting relationships before results. This is the secret behind his strong partnership with Chris and why business wins flow from personal trust.
• How to practice accountability in relationships: Kenny advises taking 100% responsibility for what's yours and letting go of what isn't.

Mentioned in This Episode:

HomeServiceBusinessSuccessShow.com/s2e15

The Blue Collar Success Group

Blue Collar Success Laws: Your No-Nonsense Guide to Problem-Solving, Productivity, & Profit by Kenny Chapman

Kenny Chapman and Chris Crew sit down with Kelton Balka, owner of Tennessee Standard and a fifth-generation plumber. Kelton shares how taking care of your team isn't just the right thing to do—it's the smartest business move you can make. From scaling his plumbing company to over $1 million in monthly revenue and building a culture where people don't want to leave, he breaks down what it really means to invest in your people—and why profitability is just a byproduct.

• Kelton starts by sharing his journey from being a fifth-generation plumber to running his own successful company — and why he nearly avoided plumbing because everyone told him there was "no money in it."
• Kelton shares how going to college was his way of making sure he could run a business and be a great tradesman.
• Kelton reveals the hardest hump in growing a business: Going from one truck to four. That jump took him to $1.2 million in revenue.
• What is the real recipe for business success? According to Kelton, it comes down to business smarts, on-the-ground experience, and understanding your numbers.
• Kelton reveals what Tennessee Standard is all about--and how they plan on becoming Knoxville's #1 plumbing company, give tradesmen a path to real wealth, and become a light in the community, all for the glory of God.
• Kenny and Kelton agree that ego has no place in business. If you want to build something sustainable, you must get rid of your ego.
• According to Kelton, plumbing is a people business. You're not selling parts — you're selling labor. And if you don't take care of your people, you won't make it.
• What is the smartest move you can make early on in your business? Kelton says: build a financial model. It may just be a big spreadsheet, , but it shows you exactly what happens when you sell X, spend Y, and what's left at the bottom.
• Kelton reveals how to scale from $3 million to $6 million and stay profitable.
• How to invest in your people according to Kelton:

1. Pay better than average.

2. Train consistently — they train four days a week at Tennessee Standard.

3. Provide top-tier equipment — it improves both results and morale.

4. Build a real culture — even small things like lunch or coffee make people feel valued.

• Chris and Kenny explain why delegation isn't about handing off your work — it's about empowering your team and giving them the tools to win.
• Kenny on financial modeling: The magic of spreadsheets is that they don't have emotions. You can make smart decisions without letting fear or excitement cloud your judgment.
• Chris shares the benefits of vulnerability in leadership and why it's not weakness.
• Kenny challenges owners who don't love their business or are in it for the money: If you're just showing up for the money and don't love what you do, don't be surprised when no one else cares either.
• According to Kenny, it's not that we have a lack of skilled labor in the trades, it's that there's an overabundance of bad ownership in the trades.
• Kelton exposes a common trap: Thinking you should start a business just because you're the best technician.
• Kelton on training fears: "What if I train them and they leave?" He believes that if you don't train them, they're definitely leaving. So invest in them and give them a reason to stay.
• Kelton reminds us--don't take it personally when someone leaves. Business is fluid — some people are here for a season, and that's okay.
• Kelton on why building a sellable business matters: even if you don't want to exit, it forces you to build systems, track profitability, and make better long-term decisions.
• For Kelton, a healthy profit margin in home services is around 20%.
• Kelton's final takeaway: stop chasing shortcuts. Put in the work and treat people the way you want to be treated.

Mentioned in This Episode:

HomeServiceBusinessSuccessShow.com/s2e14

The Blue Collar Success Group

Tennessee Standard

Kelton Balka on LinkedIn

Kenny Chapman and Chris Crew discuss why efficiency is the key to running a profitable business—and how to actually build it into your daily operations.

They break down the biggest mistakes contractors make when trying to run lean businesses, the overlooked habits that drain time and money, and how to train your team to think and act with efficiency in mind.

Tune in to learn what to track, what to eliminate, and how to tighten up your systems without sacrificing quality—so your team wins, your customers win, and your bottom line grows.

• Kenny starts by explaining why efficiency is one of the most important aspects of running a profitable business.
• For Chris, the first step to refining your efficiency is to document everything.
• You can't improve what you don't see. So, start by writing down everything from the moment a customer calls to the final delivery.
• Chris and Kenny discuss the benefits of mapping out your processes and then asking yourself, could this be more efficient?
• This simple question forces you to look at your systems critically. It's how you uncover bottlenecks, redundancies, and wasted time that's costing you money.
• Running a lean business isn't about slashing budgets or underpaying people. It's about building systems that get maximum results with minimal waste.
• According to Chris, most inefficiencies are hiding in plain sight. In the field, Chris constantly sees businesses losing time on things that should've been fixed years ago—extra trips, unclear instructions, missing tools, etc.
• Chris explains how to train your team to think in actions that save time.
• His rule: never make a trip to the truck empty-handed. Whether it's trash, tools, or supplies—always make each step count.
• No matter how dialed-in you think your systems are, there's always room to tighten things up. And the more you improve, the more profit you create without raising your prices.
• Kenny highlights how the most profitable businesses are always lean and focused. When you run tight operations, your team earns more, your customers stay happy, and you keep more on the bottom line. Everyone wins.
• Chris used to get frustrated when people didn't follow what felt obvious—until he realized he had to teach it, document it, and systemize it. That mindset shift changed everything.
• Kenny covers the best way to make efficiency a weekly discipline.
• Pick one area each week and ask: How can we make this faster, smoother, cheaper, or easier? Efficiency only improves when it becomes part of your daily habit.
• Kenny and Chris agree that business can only be profitable when they go back to the basics and track everything. Especially your billable hours. When you know exactly where your time and money are going, you can fix what's broken and double down on what's working.
• Final takeaway: If your pricing is solid, your investments are intentional, and your systems are efficient, you'll actually get to enjoy the profit you work so hard to earn.

Mentioned in This Episode:

HomeServiceBusinessSuccessShow.com/s2e13

The Blue Collar Success Group

Kenny Chapman and Chris Crew discuss why pricing is one of the most powerful—and misunderstood—drivers of profitability in home service businesses.

They break down common pricing mistakes, the importance of price integrity, and why efficiency, experience, and knowing your true costs all play a role in sustainable success. Tune in to learn how to shift your pricing mindset, stop undercharging, and build a pricing model that actually works.

• Kenny starts the conversation by explaining why pricing is the foundation to profitability.
• Chris reveals that pricing is not set-it-and-forget-it. Like gas prices, it moves constantly, and businesses that fail to adjust rarely succeed.
• Even with advanced software and real-time data, most business owners still struggle with pricing. Kenny and Chris dig into why the home service space still struggles to price correctly.
• Chris shares a simple truth: if you don't react to rising costs, it eats directly into your margins.
• Kenny urges a mindset shift from service provider to retailer. Retailers adjust pricing based on cost, supply, and demand—and so should you.
• According to Chris, smart pricing means you don't need to be constantly selling. Get your pricing right, and you relieve the pressure to chase endless volume.
• When you price based on your fixed and variable costs, you build a strategy that lasts. Chris breaks down how to price from your numbers, not your emotions.
• Kenny highlights that while everyone has a pricing strategy, the math is simple: you must charge more than it costs to operate daily. Anything less is a loss.
• Kenny shares how he designs pricing to stay profitable and still appear affordable. It's not about being the cheapest, it's about looking like the best value.
• Chris explains that in every business, you're selling time and materials. But when you package that with a powerful customer experience, you can (and should) charge more.
• Chris warns that if your customer experience is weak, your customer will be forced to judge you on price, and that's never a good thing.
• Kenny believes the easiest way to raise prices is to create an unforgettable experience. Memorable service buys you higher pricing power.
• Raising prices unnecessarily isn't sustainable. According to Kenny, customers today are spoiled for choice. The way to achieve long-term profit is to build value and trust.
• Chris and Kenny cover how inefficiency raises your cost of operation and therefore your prices. When you're efficient, you're more profitable and more competitive.
• Chris doesn't look at competitors when setting prices. He builds pricing around his own model and goals, not market noise.
• Chris talks about price integrity and why it's important in the modern business landscape.
• The foundation of pricing integrity: customers should pay only for what they're responsible for—nothing more, nothing less.

Mentioned in This Episode:

HomeServiceBusinessSuccessShow.com/s2e12

The Blue Collar Success Group

Kenny Chapman and Chris Crew discuss profitability and why it should be the driving force behind every decision you make in business. They break down the hidden costs that sneak into your operation, why most contractors misunderstand their income statements, and how fixing—not cutting—expenses is the smarter play.

By the end, you'll walk away with a clearer understanding of what it really takes to run a profitable home service business.

• Kenny starts the conversation with a reminder most business owners need to hear: the goal of every business is to make a profit, unless you're a non-profit.
• For Chris, the simplest path to profitability is selling more than you spend.
• In most service businesses, Chris says nearly 50% of your revenue goes into two things: labor and materials. If you can't control these two things, the rest will take care of itself.
• According to Kenny, business, at its core, is a system of relationships. Your success is a reflection of how well you manage your relationships with clients, employees, and vendors.
• Chris shares his thoughts on expenses and explains why you have to know the difference between fixed and variable expenses.
• If you're struggling with revenue, Chris believes you shouldn't just raise prices. That's a lazy fix. Raising prices without a strategic reason is making life harder for your sales team and driving revenue further away.
• Chris explains why compensation plans should incentivize behaviors that drive long-term success.
• Chris and Kenny see this all the time: contractors who never look at their income statements. If you're not regularly reading the financials, you're guessing. And guessing is the most expensive habit in business.
• According to Chris, you can't cut your way to business success. Smart cost-cutting is about eliminating the baggage that isn't driving your ROI.
• For Kenny, there's no such thing as a small business and there's no such thing as a large business. There's only a business and where you are on that journey.
• Chris explains the difference between an investment and a cost in a business. Investments move the business forward, costs drain it.
• One of Chris' most practical tips: categorize your expenses into buckets. When you know what's being spent where, you can start leading by numbers instead of emotions.
• He further breaks down the five key buckets every business should track: marketing, facilities, vehicles, employees, and admin. You don't need to overcomplicate it; just bucket it, track it, and review it often.
• Kenny pushes back against the mindset that profit is a dirty word. Profit is what allows you to take better care of your team, reward excellence, and take some money home.
• Kenny and Chris agree that alignment matters. Success comes when everyone knows the goal is to run a profitable business and everyone is working towards the same objectives.
• Chris warns against cutting costs just because you can't measure their ROI. For example, that billboard you want to take down might be the invisible force keeping your phones ringing.
• Instead of asking what to cut, Chris says, ask what to fix. Look at every expense through one lens: is this helping us make money today or tomorrow? If the answer's no, then you look at cutting.
• Kenny believes the best investment a business can make is in its people. When you pour into them, they pour back into the business—and that's how you become profitable.
• According to Kenny, your business goal shouldn't be about getting bigger, it should be about getting better. And the fastest way to level up your company is by leveling up the people inside it.
• Training isn't a box to check, it's a key part of company growth. The businesses that win in the next five years will be the ones that take training seriously and commit to making their people better.

Mentioned in This Episode:

HomeServiceBusinessSuccessShow.com/s2e11

The Blue Collar Success Group

You Can't Send a Duck to Eagle School: And Other Simple Truths of Leadership by Mac Anderson

Kenny Chapman and Chris Crew answer some audience questions in the second mailbag episode of this season. They break down why the HVAC industry is one of the most reliable spaces to build in, what to watch out for when buying a business, and why doing the basics still solves 90% of your problems. By the end, you'll walk away with sharper instincts, fewer excuses, and a deeper understanding of what it really takes to grow and exit a profitable business.

• Chris and Kenny start by explaining why HVACs are the heartbeat of the blue collar economy.
• For Chris, whenever something breaks in business, 9 times out of 10, it's because someone skipped the basics. What feels "too simple" is usually the thing holding everything together.
• There's this myth that growing a business means making it more complex. But Kenny believes whether you're going big or staying small, just focus on getting the fundamentals right. Everything else is noise.
• Chris' advice for all business owners: stop overthinking. So many business owners tie themselves in knots trying to be clever when they just need to double down on the basics, and the rest will take care of itself.
• Thinking about opening a new location? Kenny and Chris break down the real difference between starting from scratch and buying an existing business—and why neither is as easy as people make it sound.
• According to Chris, acquisitions can be enticing until you realize what you bought isn't what was advertised.
• Do your homework. There's always a reason someone wants out, and if you don't dig into that reason before buying, you're the one who's going to pay for it later.
• When you're launching a new location, the #1 rule is: leadership needs to be on the ground. Chris has seen too many businesses die because of poor leadership.
• Chris and Kenny agree that the fastest way to fail in a new business is underestimating how much it will cost. Starting a new location without enough capital is like showing up to a marathon in flip-flops. You might survive—but it's gonna hurt.
• Chris explains how buying customers can fast-track your growth faster than any marketing strategy—but it only works if your systems are tight.
• For Kenny, if everyone is still on the payroll 90 days after buying a new company, either you struck gold or you've got leadership issues that are about to blow up in your face.
• Chris and Kenny discuss the do's and don'ts of selling your business.
• Your business exit plans will not materialize if you haven't planned for what comes next. Chris warns that an exit without a vision for life after is just a pivot into confusion.
• Want your business to sell for more? Make it less about you. Chris says the most valuable businesses are the ones that run just fine without the owner.
• For Chris, a business that's simple, profitable, and stable will always attract the right buyer. You don't need fancy branding, you just need clean books, clear processes, and a solid team. That's what closes deals.
• Kenny explains how delegation isn't about handing off your headaches, it's about empowering your people. When you delegate well, you're not just freeing up your time—you're building leaders who carry the vision with you.
• Chris reminds us: tomorrow isn't promised—but that doesn't mean you don't plan for it. Living in the present is powerful. But you have to think ahead if you want long-term peace. You've got to think ahead.
• Kenny on "work/life balance." There's no such thing as a business and a life. There's life, and business is part of it.

Mentioned in This Episode:

HomeServiceBusinessSuccessShow.com/s2e10

The Blue Collar Success Group

Kenny Chapman and Chris Crew sit down with Stephen Christopher of Wit Digital, an innovative marketing agency for any home service business. They break down the real reasons marketing efforts often fall flat in the home service business space. The trio emphasizes that success isn't about chasing more leads or shiny marketing tactics—it's about emotional clarity, business fundamentals, and aligning your company with the life you actually want.

Stephen shares why SEO is still foundational in 2025, how most business owners are solving the wrong problems, and why agencies should be true partners, not just vendors.

Kenny and Chris stress the importance of endurance, long-term vision, and blocking out noise to focus on what actually works. By the end of this conversation, you'll walk away with a deeper understanding of why most business owners are still solving the wrong problem—and what to do instead.

• Stephen starts by explaining why compartmentalizing your life and business is a trap. When you stop treating "life" and "business" as separate, you make decisions that align with your whole self.
• Chris believes business owners should build their business around their life.
• Instead of building a business that drains you, Chris talks about creating one that supports the lifestyle you want and how that mindset shift often leads to more success, not less.
• Kenny shares why playing the long game is the antidote to fear, burnout, and bad marketing decisions. Short-term thinking traps you in fear and reactive choices—committing to consistency over chasing shiny objects gives you real momentum and peace of mind.
• This is where most business owners get it wrong with agencies: according to Stephen, most business owners have a "set it and forget it" mindset when hiring an agency. They hire an agency and assume their job is done.
• Stephen reveals how to reframe what your marketing agency is responsible for—and why expecting them to solve all your problems sets you up to fail.
• Stephen highlights the surprising role of community involvement in lead generation, and why sponsoring events like a kids' football league might do more than another PPC ad.
• Stephen reveals the #1 quality of a great marketing agency and explains why it has nothing to do with clicks or impressions.
• The best agencies look beyond the surface. They analyze call recordings, explore missed opportunities, and collaborate with you to improve performance on all ends.
• Why Stephen spends more time helping clients with emotional clarity than marketing strategy.
• Most business challenges stem from personal confusion or misalignment, not poor tactics. Emotional clarity, not more data, is often what unlocks growth.
• Kenny explains how to stay grounded and effective by returning to the basics even in a noisy, AI-driven digital world.
• Kenny and Stephen make a case for simplicity. While the world chases trends, sticking to timeless fundamentals like SEO, customer service, and clear messaging creates reliable, lasting success.
• Stephen shares why SEO still matters in 2025, and how AI has actually made it more essential, not less. So if you're ignoring SEO, you're invisible to the algorithms that drive your visibility.
• Chris explains why business owners need to stop chasing more leads and start fixing the real issues behind poor lead conversion. Most businesses don't have a lead volume problem, they have a lead quality or follow-through problem.
• Chris believes your most powerful marketing strategy begins with knowing yourself—and shares how intention sets the stage for everything.
• Clarity of purpose leads to more aligned clients, better business decisions, and surprising ease. The universe tends to respond when you're focused and intentional.
• Stephen says you should plan, but also expect plans to evolve. Businesses are living things—when you hold plans too tightly, you miss new paths and possibilities.
• Stephen reveals what most people get wrong about success. He challenges the cultural obsession with ultra-high revenue, sharing how many "successful" business owners are burned out and disconnected from what they truly want.
• Kenny breaks down the mass illusion of "success at scale"—and why smaller, profitable, values-aligned businesses often win in the long run.
• Kenny reflects on how we've been hypnotized by viral definitions of success, and why there's immense power in choosing a different path that still delivers wealth and well-being.
• How to spot bad advice before it hurts your business—or your personal life—and why credentials aren't enough anymore.
• Stephen warns against following people whose lives don't reflect the balance or fulfillment you want, even if their business looks successful on paper.
• Stephen explains that "we need more leads" is often a symptom, not a cause. The real work lies in diagnosing what's actually broken inside the sales, messaging, or leadership structure.
• Why the agency you hire should be looking inside your operations, not just your ad dashboard, and what a real agency partnership should look like.
• Chris believes magic happens when you learn who you really are, because then the universe has something solid to work with.
• Kenny agrees and adds: When you understand your values and direction, decision-making becomes easier and opportunities align more naturally with where you're headed.
• Stephen's parting wisdom: life doesn't have to be stressful, even when stressful things are happening around you.
• This is a powerful reminder that stress is often a choice. With the right mindset and systems, you can run a successful business without sacrificing your mental peace.

Mentioned in This Episode:

HomeServiceBusinessSuccessShow.com/s2e9

The Blue Collar Success Group

Wit Digital

Stephen Christopher on LinkedIn

Direct mail isn't dead—and it won't die until mailboxes die.

Kenny Chapman and Chris Crew break down why direct mail still works and how to get the most out of it in the digital age. They discuss how to craft high-impact direct mail, ways to write an opening line that keeps readers hooked, how to keep your mail out of the trash, and the creative strategies that grab attention—like mailing preloaded iPads.

By the end of this episode, you'll understand why direct mail is still effective, how to get your message opened and read, and how to incorporate it into a winning marketing strategy.

• Is direct mail marketing dead? Kenny starts by explaining why direct mail marketing is alive and well.
• While many people think direct mail is outdated, it's far from dead. As long as people have mailboxes, direct mail will continue to be an effective strategy.
• Chris points out that people still check their mail, making direct mail a direct-to-consumer channel.
• Kenny shares how most people sort their mail. They stand over the trash can and toss out ads immediately. Understanding this behavior is key to designing mail that avoids the trash bin.
• According to Chris, direct mail is more than just letters--it also includes postcards, shared mailings, and even high-end packages that grab attention.
• Chris emphasizes that direct mail guarantees your message reaches the mailbox—something digital ads can't always promise.
• Chris shares creative direct mail strategies that get your mail opened. Some marketers used to send iPads with preloaded videos about their product—because if someone receives an iPad, they're more likely to open it and watch the video.
• If your mail doesn't grab attention right away, it goes straight to the trash. Kenny stresses the importance of standing out instantly.
• According to Chris, a great way to stand out instantly is to add creativity to envelopes in three simple ways:
• Make it hand addressed: Open rates of hand addressed envelopes are exponentially higher than those of typed ones.
• Fold your letter for maximum impact. Not all folds are equal. Chris explains why a C-fold (instead of a Z-fold) makes a letter easier to read and more likely to be engaged with.
• The power of a compelling opening line. Your first line should be catchy enough to grab attention and expertly written such that it gets the reader to read the next line.
• Consistency is key in direct mail marketing. Chris reminds us that, just like in digital marketing, people need to see a brand 7 to 10 times before they take action.
• How to integrate direct mail into a bigger strategy. Kenny and Chris discuss how direct mail shouldn't exist in isolation. It should be part of a multi-layered marketing campaign, including digital ads and social media.
• Follow the money to target the right audience. Chris explains how to use data like median household income, home value, and age of home to ensure you always send mail to the right prospects.
• Successful campaigns use direct mail alongside other channels such as social media, paid ads, and content marketing for the best results.

Mentioned in This Episode:

HomeServiceBusinessSuccessShow.com/s2e8

The Blue Collar Success Group

City-data.com