Every lighting business owner thinks they need “more leads,” “new strategies,” or “the next big thing.”

But most of the time, you don’t need anything new…You just need to optimize what’s already working.

In this episode, Captain Matt rips apart the shiny-object syndrome that destroys both profits and momentum inside outdoor lighting companies. Before you chase the next trend, the next ad platform, or the next guru tactic you need to fix the holes in the stuff that’s already making you money.

Matt breaks down a real example from a conversation with a Christmas lighting business owner who wanted more leads. But he didn’t even know what his office team was saying on the first phone call. No script. No emotional building. No consistency. And he wondered why scaling felt impossible.

Inside this episode:

🔹 Why “more leads” is usually a distraction from the real problem

🔹 How the first phone call sets the tone for the entire client experience

🔹 Why a confused customer is a customer who spends less (or not at all)

🔹 The importance of scripts, tone, and emotion on that first contact

🔹 How tiny wording changes can increase close rates dramatically

🔹 Why you should test small tweaks instead of overhauling everything

🔹 How optimizing ONE working system outperforms trying FIVE new ones

🔹 The truth about failed marketing channels (like Matt’s $32K in TV ads)

🔹 When to abandon a shiny object and when to keep testing

🔹 Why your proposals, demos, emails, and texts should evolve constantly

🔹 How to apply the same optimization mindset to your body, your home life, and your mental health

Every business has something that’s already working.Your job isn’t to go chase every new tactic you hear on a podcast.Your job is to pour gasoline on what’s proven and refine it until it becomes unstoppable.

Find one thing that works.Optimize it.Track the result.Repeat.

That’s how you build a real business, not a lottery ticket.

Shoot Matt a message on Instagram or Facebook and tell him what you optimized and what happened.

Lights. Legacy. Living. Captain’s Crew. Sink or Swim. Ready to join Captain’s Crew?

🔹 Apply to work with Captain Matt or hire him for elite outdoor lighting design: https://www.captainmattoutdoors.com/

🔹 Explore design + install services at Barefoot Lighting: https://barefootlighting.com/

🔹 Join the movement at The Lighting Trade School: https://lightingtradeschool.com/