The One Thing Business Podcast

What does it take to become the first person customers think of when they need what you sell?

In this episode of The One Thing Business Podcast, Ron Sheetz welcomes Jim Kukral, serial entrepreneur, author, marketing strategist, and co-author of The Misny Method, the book revealing the marketing genius behind Cleveland personal injury attorney Tim Misny's unmistakable brand.

Jim's entrepreneurial journey began in the earliest days of the internet, developing websites for major corporations before building and selling his own company. Today, he operates multiple businesses, writes books, and helps entrepreneurs understand how to attract attention, build trust, and create lasting customer relationships.

The conversation explores Jim's CLE Report, which analyzes customer reviews to reveal what businesses may not know about themselves, and why understanding what customers actually think is essential to successful marketing.

Jim also shares a costly lesson about relying on Google's algorithm, explaining why he believes in multiple streams of income and building business assets you control.

The centerpiece of the conversation is The Misny Method, built around four principles: Clarity, Visibility, Repetition, and Outlasting.

Jim reveals what surprised him most while researching Misny's success: the extraordinary power of doing ONE THING consistently rather than constantly changing marketing messages.

It's a revealing conversation about differentiation, recognition, trust, and why being remembered may be your greatest competitive advantage.

What if one of your greatest competitive advantages isn't something new, but something everyone else abandoned years ago?

In this episode of Uncovering the Rembrandts in Your Attic, Ron Sheetz welcomes Justin Miller, founder of Jurassic Marketing, to explore two powerful business assets. Together they reveal one of the most overlooked growth opportunities available today.

A Rembrandt in the Attic represents hidden assets already inside your business, valuable opportunities you overlook simply because they've become so familiar. A Jurassic Marketing strategy represents something many believe is extinct or obsolete, yet continues to deliver extraordinary results for those willing to use it strategically. Together, these ideas challenge one of today's most dangerous assumptions: that newer is always better.

Justin has built Jurassic Marketing around a bold premise. While businesses continue chasing the latest digital platforms, algorithms, and AI tools, his agency specializes exclusively in print and direct mail, a medium many dismissed years ago. Ironically, because so many businesses abandoned physical mailboxes in favor of digital marketing, direct mail has become one of the least competitive channels available. When executed correctly, it doesn't simply generate leads, it builds trust before the first conversation ever takes place.

Ron and Justin examine why trust, not technology, is still the true currency of business. They discuss why many organizations mistakenly optimize for immediate responses instead of long-term profitability, why longer sales cycles often produce better clients, and why physical marketing pieces continue working long after digital ads and emails disappear from view. Listeners will discover why companies like Google, Amazon, Wayfair, and other digital-first organizations continue investing in direct mail despite selling predominantly online.

The conversation also uncovers why most direct mail campaigns fail, not because the medium no longer works, but because business owners approach it with unrealistic expectations, inconsistent execution, or simply imitate what competitors are doing without understanding the underlying strategy. Justin explains how successful direct mail campaigns combine immediate lead generation with long-term relationship building, creating prospects who are often more educated, more trusting, and substantially easier to convert.

Perhaps the most important revelation is this: the real Rembrandt isn't direct mail itself. It's the business owner's willingness to question conventional thinking, rediscover overlooked assets, and recognize that some of the greatest opportunities aren't waiting to be invented—they're waiting to be rediscovered.

If you've become convinced that every marketing problem can be solved with another digital tactic, another social media platform, or another AI tool, this conversation may permanently change the way you think about lead generation, trust, and sustainable business growth.

Sometimes the future of your business isn't found by chasing the next shiny object. Sometimes it's hiding in your mailbox.

Most businesses spend their time looking for customers.

Mike McGroarty spent his career building an audience.

That difference explains why he has generated hundreds of thousands of leads and built a loyal following that continues to buy, refer, and return. At its height, his landscaping business had an email list of 200,000.  Not bought leads, captured leads. These were people who'd raised their hand and expressed interest in what Mike offered. Every lead was a potential buyer.

When people first discover Mike, they often assume he's in the landscaping business. While he certainly knows landscaping, that's not what made him successful. His real business has always been education.

He teaches first.

He sells second.

At the core of Mike's success has always been his story. Who he is. Who he is for. And why he does it. Story is one of the most powerful lead generation strategies available to any entrepreneur.

In this episode, Mike and I discuss the power of story and share Mike's.

In this episode of The One Thing Business Podcast - Uncovering Rembrandts in Your Attic, Ron Sheetz sits down with authenticity expert Brana Williams to discuss one of the most thought-provoking chapters from Lead Hunters—Escaping the Velvet Prison.

Many business owners find themselves trapped by invisible barriers of their own making. They become prisoners of outdated beliefs, self-imposed limitations, perfectionism, fear of judgment, and the comfort of familiarity. Brana shares how these hidden constraints prevent entrepreneurs from reaching their full potential and explains why authenticity is often the key to breaking free.

Together, Ron and Brana explore how business owners can identify the "velvet prison" in their own lives, overcome the fear of standing out, and build deeper trust with prospects and clients by embracing who they truly are. They discuss the role of vulnerability in marketing, the power of personal stories, and why authenticity has become one of the most valuable competitive advantages in today's marketplace.

If you've ever felt stuck, frustrated by slow growth, or unable to fully express your unique value to the marketplace, this conversation will challenge your thinking and provide practical insights for creating greater freedom, impact, and success in both business and life.

Pete Primeau is a seasoned leader in the furniture and mattress industry, bringing over 44 years of hands-on experience, innovation, and insight to his work. Throughout his career, he has built a reputation for deep industry knowledge, strategic thinking, and a commitment to helping businesses grow and adapt in a changing marketplace. In addition to his professional accomplishments, Pete is the author of two books, where he shares practical expertise and perspectives drawn from decades in the field. He also hosts The Pete Primeau Show, a weekly live podcast that features industry discussions, trends, and interviews, further solidifying his role as a trusted voice and thought leader in the home furnishings space.

This episode picks up where Episode 1 left off, shifting from the psychology of trust and conversion into the practical application of podcasting as a strategic business tool. My guest Tom Runfola and I explore how a podcast, when done right, is not just content, but a positioning mechanism that educates prospects, builds trust, and sets the stage for the sales process before a conversation ever takes place. We introduce the concept of the “Deep Dive Podcast,” a long-form, strategically engineered asset designed to showcase a business owner’s thinking, philosophy, and expertise in a way that separates them from competitors who rely on surface-level marketing .

Tom explains that the power of a Deep Dive lies in its combination of AI technology and human-driven marketing strategy. While AI can assemble content, it is the research, experience, and strategic insight behind it that creates true authority. The episode emphasizes that prospects don’t buy based solely on features or credentials, they buy based on trust. By using a third-party, interview-style format, the Deep Dive lowers resistance and increases credibility, allowing prospects to be confident in their decision before ever engaging directly with the business .

We also highlight how this type of podcast becomes a long-term marketing asset rather than a one-time piece of content. It can be used across multiple platforms, from pre-call qualification and sales presentations to lead generation, follow-up, and client onboarding. Tom further explains that if he and MJ had this tool while running their childcare centers, it would have elevated their positioning, increased conversion rates, filtered out non-prospects, and ultimately increased the overall value of the business. The key takeaway: a well-researched, developed, and executed Deep Dive doesn’t just attract attention, it manufactures authority and transforms how a business competes in its market.

In this episode of the One Thing Business Podcast, I open by addressing what many people are calling an “affordability crisis,” challenging small business owners to look beyond media narratives and instead adopt the mindset of leaders who rely on data, proof, and clear thinking. He explains that we are now operating in what he calls a “proof economy,” where customers demand reassurance, testimonials, case studies, and clear processes before making decisions. This shift sets the stage for a discussion about the growing role of podcasting as a business tool, not simply as entertainment, but as a powerful form of relationship marketing that educates prospects and builds trust before the sales conversation ever begins 

Joining me is serial entrepreneur Tom Runfola, who shares insights from more than four decades of building and selling businesses across multiple industries, including early childhood education. Tom recounts how he and his wife MJ built and successfully exited a multi-location childcare company by positioning themselves not as the biggest or the cheapest option, but as the trusted authority in their category. Their success, he explains, came from understanding that business growth is not about having the best product alone,  it’s about controlling perception, building trust, and eliminating doubt before prospects ever reach the point of making a decision 

The conversation then dives into the psychology behind customer decisions, using the childcare industry as a case study. Tom explains that parents make decisions emotionally first and logically second, and that the real challenge is not generating demand but dissolving uncertainty. By engineering a structured “tour” process that addressed parents’ fears before they were even expressed, Tom and MJ were able to dramatically outperform competitors with conversion rates as high as 80 percent. The lessons extend far beyond childcare: every business, regardless of industry, must understand the emotional drivers of its customers and design its sales process to move prospects from uncertainty to confidence.

If there’s one indispensable tool and skill in business, it’s mastering the telephone. The more a business tries to shy away from leveraging both inbound and outbound phone calls, the more it diminishes its chances of success. No matter how much technology evolves, personal connection and genuine customer service remain irreplaceable. The phone serves as the lifeline of success for any business. Even as communication technology advances and mass communication channels multiply, the one-on-one phone call between a prospect and a salesperson remains the gold standard for effective selling.

 Heather Nottingham is the Co-Founder and VP of Training for All-Star Dental Academy, a top online coaching, and training company for dental practices.  Before dentistry, she was a former retail sales trainer and manager for retail giants such as Bloomingdale’s and Kate Spade.  She then became a top dental new patient coordinator and took her practice from $1 million to $2.4 million in less than 18 months. Heather has over 24 years’ worth of customer service, training, and phone experience. She designed the All-Star Phone Success Course, Customer Service Course, as well as the GREAT Call® Process, a trademarked process of handling phone call intake using a service-based approach to convert callers to appointments.  

Pete Lillo, widely known as “Pete the Printer,” is a veteran of the direct response marketing world with decades of hands-on experience helping entrepreneurs, marketers, and business owners turn ideas into high-converting printed promotions. His nickname comes not just from his trade, but from his deep understanding of how print fits into the greater marketing strategy, a skill originally honed as an insurance agent selling policies for Prudential straight out of his service in the U.S. Navy.

In his career, Pete worked closely with and printed campaigns for Gary Halbert, one of the most influential copywriters in direct marketing history, gaining rare insight into what makes a promotion not just good, but wildly profitable. He’s a longtime business partner and friend with Dan Kennedy, printing and helping bring to life some of Kennedy’s most impactful programs. 

Originally in the printing business, his client roster included work on campaigns with Dave Thomas, the founder of Wendy’s, helping shape print communication that maintained the personal, hometown feel the brand was known for, even on a national scale.

Long since owning and running a print shop, Pete Lillo has become a connector, a behind-the-scenes strategist, and a trusted ally to the biggest names in marketing. His stories, experiences, and insights into what makes direct mail and printed marketing succeed are unmatched, and he continues to be a valuable resource to the next generation of response-driven marketers.

Amy Baughman Sew & Quilt, located in Pittsburgh, Pennsylvania, is a beloved local business that has been serving the community with a passion for sewing and quilting for over two decades. Founded by Amy Baughman, a dedicated enthusiast of the craft, the shop has become a hub for both beginners and experienced sewers and quilters alike.

Amy Baughman Sew & Quilt is renowned for its comprehensive selection of sewing machines, fabrics, quilting materials, accessories, and sewing notions. The store not only sells high-quality products but also offers a wide range of classes and workshops designed to enhance the skills of sewers at all levels. From introductory courses on sewing basics to advanced workshops on intricate quilt-making, Amy Baughman Sew & Quilt fosters a supportive, creative environment where crafters can thrive.

Amy's commitment to her customers goes beyond providing supplies and classes; her store is a community space where crafters can gather to share ideas, seek advice, and draw inspiration from one another. The warmth and expertise of Amy and her staff make Amy Baughman Sew & Quilt a cornerstone of the Pittsburgh crafting community.

Through her business, Amy Baughman continues to inspire a love for sewing and quilting in Pittsburgh, contributing to the preservation and evolution of these timeless arts. The shop's enduring success is a testament to Amy's passion, dedication, and the deep connections she has cultivated within her community.

This episode was sparked by announcements of Joann Fabrics, a major retain chain of stores closing its 800 stores across the United States. At one time, Joann was the largest fabric and sewing retailer in America. On this episode, I talk with Amy about what makes her local store more agile and profitable than the large retail store, and why she's grown and prospered for 30 years.