Friday's topic is one of those things that seems little and unimportant… but can have a major impact on your business depending on how well you execute. I'm talking about how you handle prospects on the phone when the first call in… and specifically how you handle their objections. Rich talks with person-to-person marketing expert Tony Hoty about how to overcome lazy phone habits and set more appointments.

It's Throwback Thursday. You know how Rich is always talking about communicating with Power, Precision, and Passion? Well this episode is called "100 Power Statements" and it's pretty much exactly what the title would suggest. Rich has written 100 headlines that are, well, powerful… and he's going to read through them and give some commentary on HOW and WHY they are powerful. If you're a serious student of writing copy… creating an identity… or just killer marketing, this one's going to be a lot of fun for you!

Okay, so you know your website is an important part of your marketing plan. A really, really important part. And you want to make sure you do EVERYTHING right, so that it makes your prospects want to do business with you. So you listen to all the "experts" out there and do what they say… because, you know, they're, well… experts. Right? Well on this podcast you're going to hear Rich talk about a company who gave an enormous amount of money to one of those "expert" companies… and saw their search engine rankings go UP… Yay!... but their lead flow went DOWN. What? How's that possible? Oh… it's possible alright. In fact, it's likely--if you do some things on your site that people HATE. And yes, some of the things that people HATE are the exact things that the experts are telling you to do. Confused? You should be--but don't worry, Rich is going to sort it all out for you.

Tuesday's podcast episode is all about the MIND… and the psychology of marketing. Just about every marketing principle that matters can be traced to a principle of psychology; in other words, if you can find out how the mind works, you can crack the code of marketing. In this episode, Rich is going to talk about SEVEN different principles: thin slicing, trusted advisor, confirmation bias, scarcity, authority, low risk, and something for nothing.

If your contracting business is generating $5M–$15M a year but netting 10% or less, you don't have a lead problem — you have a math problem. In this episode, Rich breaks down 6 proven strategies to engineer your net profit to 15% or better: raise prices, pursue higher-end work, cut wasteful expenses, build a repeat and referral system, invest in brand farming, and leverage financing as a price support tool.

This week's Sunday podcast is a "throwback Sunday" so to speak, because it's a recording of a webinar Rich did a few years back as a part of a "Personal Edge" series he used to do. This is an all-time great message… as he talks about belief from both a secular and spiritual perspective… and uses the Parable of the Talents from Matthew 25 to help you understand how to multiply your talents. This is really good stuff… and, as always, Rich has plenty of fun stories to make the concepts come alive.

Every Saturday, we showcase a topic important to you by rounding up the greatest highlights and clips from Level 10 Contractor's ENTIRE podcast run. Rich reminds time and again that effective marketing is good storytelling. That is what we are focusing on this week: how and why it is crucial to tell your company's story in a way that explains–without a doubt–why you are the absolute best buying decision for your prospects.

Alright podcast listeners, we're going to kill two birds with one stone; Rich is going to help you understand how to write better copy for sales letters.. AND at the same time, he's going to give you a killer letter for rehash.// To make this happen, he's going to take a really bad rehash letter that was written by a closet organizer company, and he's going to give it an extreme makeover. As he does, he'll walk you step by step how and why he changes the letter… and when it's all over, BOOM, there's a great rehash letter you can use for your company.