March 27, 2025 • 40 mins
Luke Eggebraaten on Marketing Challenges and Success in the Excavation Industry
This week, we’re joined by Luke Eggebraaten, founder of a construction-focused digital marketing company. Luke takes us through his entrepreneurial journey, the distinct challenges of marketing in the excavation industry and the strategies he’s used to drive success.
Scotch & Soda is a classic highball cocktail that highlights the balance between whiskey and dilution. Adding soda water enhances the whiskey’s aroma while softening its burn, making for a refreshing and approachable drink.
Ingredients:
- 2 oz. scotch
- Club soda, chilled, to top
- Garnish: lemon twist (optional)
Directions:
- Add the scotch to a highball glass filled with ice.
- Top with club soda and stir briefly to combine.
- Garnish with an optional lemon twist.
Recipe Credit: https://www.liquor.com/recipes/scotch-and-soda/
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:06):
Hey, caitlin, I have a big question for you to start
the episode.
Speaker 2 (00:10):
Okay.
Speaker 1 (00:11):
Who is Luke Agabrotten?
Speaker 2 (00:14):
I am excited to find out.
Speaker 1 (00:16):
Yeah, we're going to find out.
So we actually have a guesttoday.
His name is Luke Agabrotten andI appreciate the phonetic
spelling in the notes Zach.
Speaker 2 (00:23):
I know I was really, really pumped about that.
That was something I asked fora couple episodes ago and I was
like how do you say thisperson's name?
Speaker 1 (00:33):
Because I don't ever want to be that jerk that's like
wrong.
Speaker 2 (00:37):
And then you mispronounce and then you feel
like, yeah, you feel like anasshole.
I don't want to be an asshole,so yeah, well, I'm excited to
learn more.
Speaker 1 (00:46):
Yeah, so Luke has his own marketing firm.
Um has a lot to do with uh dirt, so we'll get into that.
Speaker 2 (00:53):
Um and what that's about I mean you want to talk
niche?
Like the jokes, just like writethemselves.
Speaker 1 (00:59):
I know we probably need to be careful, cause I mean
, we're going to get an explicitanyway, but we don't want to go
too far.
Speaker 2 (01:06):
No, I mean, I was just like we're going to dig
deep.
We're going to really uncoversome stuff.
Speaker 1 (01:12):
The metaphors.
Speaker 2 (01:13):
We're going to get to the bottom of yeah there's,
just like a lot of punsavailable.
Perfect.
Speaker 1 (01:20):
That's all.
So yeah, Luke has PhaserMarketing.
Speaker 2 (01:22):
It's a construction marketing company, he is based
in Arizona and we were doingsome talk.
He's lived in Omaha, so we weretalking about some things
earlier and we'll probably getinto that a little bit.
I feel as though I detected,like a Dakotan lilt maybe in the
accent Minnesota.
Speaker 4 (01:39):
Minnesota.
Speaker 2 (01:41):
Okay, okay, I look forward to peeling that apart a
little bit because, you know,that's my specialty the six
degrees of the Midwestseparation.
Speaker 1 (01:50):
I think Wait, I heard an ute.
Where are you?
Speaker 2 (01:53):
from.
Speaker 1 (01:53):
Canada, minnesota, dakota, yeah, so yeah.
Speaker 3 (01:55):
So, Luke.
Speaker 1 (01:57):
He's going to talk to us about his business journey
and his niche is the excavationindustry.
So, like I don't know, deep ina hole there, I don't know,
there's some metaphor there, Itold you, there are so many
opportunities.
But yeah, and how he's beensuccessful and like, why, like?
I want to ask because, beingsomebody who owns a marketing
company like, why the hell wouldyou do this Like?
(02:18):
I don't know if I would do itagain.
I probably would, all right.
Speaker 2 (02:29):
His would do it again .
I probably would all right.
His youngness got some someopportunity.
Uh, yeah, yeah, I'm lookingforward to it.
Our cocktail today is quitesturdy, which I think is
necessary when you're talkingconstruction oh yeah a scotch,
and soda like this is not forthe faint of heart, so maybe
that's you know, neither isowning an agency?
Yeah, super easy.
Speaker 1 (02:48):
Right, yeah.
So I mean, and I think the sodawater.
The important thing to notehere is like, why would I water
down my whiskey and it's likesome people don't or my scotch?
You know scotch whiskey,bourbon we could get into all
that too For me they're all thesame thing, For me they're all
the same thing.
They all taste like wet hay andI have no desire to have any of
them.
But the soda water doesactually bring out the aroma of
(03:11):
the whiskey or the scotch.
A little bit less of a burngoing down Makes it a little
more refreshing, a little morechill.
Speaker 2 (03:19):
Well, yeah, it's a cocktail as opposed to like a
shot.
Yeah, or like I don't know.
I feel like a whiskey neat tolike a shot yeah, or like I
don't know.
I feel like a whiskey neat islike a.
It's a cold weather drink and asoda.
You add a soda to it.
Now it becomes a summer, coolerRight.
Speaker 1 (03:34):
It's something you can enjoy when the temperature
gets warmer.
It's great because, as you know, caitlin, we are in the oh God,
we're having a blizzard.
Speaker 2 (03:41):
Oh, it's 80 degrees, oh, we're having a blizzard.
Oh, it's 80 degrees, oh we'rehaving a blizzard.
Speaker 1 (03:44):
Oh, we're 80 degrees.
Speaker 2 (03:45):
Is it second spring?
Are we in the second spring now?
It might be second spring, butit's still not going to stick as
we have the winter weatheradvisory for tomorrow.
Yesterday I woke up and Ilooked out the window and I was
like why I was so confusedbecause it's snowy and windy
(04:06):
after it was literally like 70degrees last week yeah, it
snowed.
Speaker 3 (04:10):
We didn't get snow yesterday.
Speaker 2 (04:11):
And I looked at my child and I was like Dorothy.
What happened?
Speaker 3 (04:13):
She's like.
Speaker 2 (04:13):
I don't know it's too chilly out there.
She said.
And I was like great, we'rekeeping our pajamas on.
We're not going anywhere.
Speaker 1 (04:22):
All right.
Well, I feel like this is aneasy one, but do you want to run
down how to make a scotch andsoda?
I do, yes, two ounces of scotch.
Speaker 2 (04:28):
So there's a shot of scotch club soda to your
preference, I think, and you canoptionally garnish with a lemon
twist, and I really hope thatwe don't have to shake.
You can stir this, but youdon't really have to Just put a
straw in it.
Speaker 1 (04:45):
I usually so when I do like a gin and tonic, which
is pretty much the same thinggin tonic, garnish done.
Yes, we have the big craft iceballs in our freezer?
Speaker 2 (04:55):
Yeah, just give it a little spin.
Speaker 1 (04:57):
So like, yeah, I pop that in there and then just give
it a little dunk and spin itaround and that stirs my drink.
Speaker 2 (05:08):
For me, I, um, that's gotta be the easiest.
I think it might be the easiestrecipe we've ever done.
Um, I have taken to ordering myg and t's with the lemon twist
and people don't.
They're like you want what now?
Like they get very confusedwhen I don't want, like bombay,
I'm like no, I, I would like aHendrix and tonic with a lemon
twist.
Speaker 1 (05:28):
The lemon twist seems normal to me, though.
Speaker 2 (05:32):
G's and T's usually come with lime.
It's usually lime.
Speaker 1 (05:35):
Okay, I guess which is not my preference, tell me.
You know I bought mango becauseI sent you that photo.
I found a lime, so one of mymeal kits that I didn't eat had
a lime in it and it's still good.
So I'm pretty sure I just needthat, and tequila.
And well, I have Cointreau aswell, which I think goes in
there.
Speaker 2 (05:55):
You can make last week's beverage.
I'm 100% making a mangomargarita at some point.
I love this.
Speaker 1 (06:02):
All right.
Well, I think that kind of doesit.
Speaker 2 (06:04):
That covers it, doesn't it?
I think we should try and findyou a scotch and soda that you
would drink.
Speaker 1 (06:12):
I think we should do a taste test, so I have done a
bourbon and ginger.
Speaker 2 (06:17):
That's not the same that I was okay with.
No, it's not the same at all,but I was okay with that.
That's totally different.
Speaker 1 (06:22):
No, my friend Steve worked for Angels Enemy for a
very long time and he knows I'veknown him forever, like since I
was, since we were liketeenagers basically.
But he knows I don't reallylike the brown liquors.
And so, since he was repping it,his number one thing was like
he's like I'm going to getJohnny Walker blue, I'm going to
get Johnny Walker black red,whatever.
(06:43):
Like I'm going to get JohnnyWalker blue, I'm going to get
Johnny Walker black red,whatever.
Like I'm going to get all thesedifferent things for you.
And he brought me a ton of them, like what, glenmerangi, or
something like that.
Speaker 2 (06:50):
Yep.
Speaker 1 (06:51):
Like a whole bunch of them.
Speaker 2 (06:52):
That's scotch though.
Yeah, yeah.
And there were a couple that Iliked as a cocktail, but sipping
no, yeah All right.
Speaker 1 (07:03):
Yeah, all right, all right.
Well, should we answer thatquestion?
Speaker 2 (07:06):
Let's talk about it.
Speaker 1 (07:07):
Yeah, all right, we'll be back with Luke.
Speaker 2 (07:18):
Shoulda, coulda woulda.
Am I right?
I know?
Speaker 1 (07:21):
All the good stuff happens during the break.
Not really We'll have goodstuff here too, no, so hey, Luke
, welcome.
Speaker 4 (07:27):
Rich Caitlin.
Thank you guys so much forhaving me here and a huge shout
out to Zach, your guys' producer.
He's been so awesome to workwith.
Speaker 2 (07:34):
Yeah, that's good we love that.
Speaker 1 (07:36):
Good to hear.
We sort of forced Zach tobecome a producer.
He was like I'm kind ofinterested in this and so we're
like great, figure out how to doa podcast.
Speaker 2 (07:44):
Can you make?
A podcast Make it Okay.
Speaker 1 (07:48):
so, luke, the important question from the
beginning of the episode is whoare you?
Can you tell us a little aboutyourself and your journey?
Speaker 4 (07:56):
I would love to.
And before we get started, Ialso brought my own beverage of
choice.
So I'm currently doing 75 hard,so no alcohol.
But I've been on these athleticbrews.
I don't know if you guys havehad these.
Speaker 2 (08:15):
They're non-alcoholic beers.
This one's.
Speaker 4 (08:16):
Free Wave, hazy IPA, and it is incredible.
Speaker 2 (08:17):
So get a little.
Speaker 4 (08:18):
ASMR pop there.
But yeah, super excited to behere with you guys.
Can't thank you enough.
We've got a lot of connections.
I'm realizing too.
My wife and I used to live inOmaha and my wife went to UNL
for college as well.
Oh my gosh.
(08:40):
So we grew up, born and raisednorthern Minnesota, in Detroit
Lakes and Hawley, and then Iwent to college in Mankato.
She went to UNL and that'swhere I studied.
Actually, I got my degree insport management.
Speaker 1 (08:54):
So not a whole lot about what we're talking about
today.
Sure, doing that right now, no,Yep, exactly like everyone's
degree.
Speaker 4 (09:02):
And got a minor in marketing right and so I started
to dip my toes into marketingand business and moved down to
Omaha for a few years andstarted working managing a
digital marketing agency at myfull-time job at an orthodontic
practice and really just fell inlove with that world practice
(09:27):
and really just fell in lovewith that world.
Specifically, this agency I gotto manage was they only worked
with orthodontists and oralsurgeons and so they made my
life easy.
We paid them a lot of money,but they were so personable they
were out in California so wedidn't even know them personally
and it just made me think, likeman, I would love to start my
own agency one day, and 2019,october 24th, I'll never forget
(09:50):
it.
That's when I got my LLC papersback and started phaser
marketing from there.
Speaker 1 (09:57):
Nice yeah.
And so you were exposed toniche like niche agencies, like
from the get go See, I was atbroad big agencies who were like
we do everything for everybody,which is a load of crap.
Nobody does everything foreverybody.
Speaker 4 (10:11):
Yeah, and if you do, you can't do it well, and I'm
sure we'll talk about that heretoday.
But it's hard to go far, in myopinion, when you're taking on
new clients and new industriesevery single day, and so, for me
, niching down made a lot ofsense, and I'm just very blessed
that I learned that at a veryearly stage, so we didn't have
(10:32):
to backtrack from a legacyagency to a niche agency.
Speaker 1 (10:36):
Yeah, yeah that is not an easy path.
Speaker 2 (10:40):
Why dirt, can I?
Ask I love that I was like whydirt, can I ask I?
Love that I was like why dirt I?
Speaker 4 (10:46):
feel like we have to address the elephant in the room
.
Yeah, we do digital marketingfor excavation companies, and
whenever I tell somebody newthat they're like what exactly
is that and why do you do it?
Just for them?
So to give you some context,our first client was a real
estate agency.
You know, we weren't nicheddown yet.
Our second client was one ofone of my really good friends
(11:08):
from high school, luke Payne,and he owned a demolition and
excavation company.
So he was at the time he wasprobably 24 and I was 25, I'm 29
now and I was just like.
We built his website and whathe was doing was so cool.
And there were, you know, fixedwater lines.
They would fix sewer lines,they would dig footings and
(11:30):
basements so that the homebuilders could come in, they
would make sure that the groundis flat and to grade.
And I just started learning somuch about this industry.
And shortly after I got a callfor our third client.
It was somebody that had seenthe ads we were running for
Black Iron Dirt.
And there was this client outin Western North Dakota and they
(11:52):
were in the oil fields and theyhad a lot of big construction
equipment.
They would do cell towerconstruction, they would do site
development, and so we tookthem on as a client and really
became more and more exposed inthe blue collar niche.
(12:14):
Think there's three criteriawhen we finally made the
decision to niche down and intothe excavation space.
It was one the value we couldprovide to our clients was
exceptional, because typicallythey're about 10 to 15 years
behind the curve, I would say,when it comes to being online,
and so we would.
All the time we'd bring on acompany doing five million
dollars in revenue with nowebsite, and so the impact we
(12:37):
could make on the industry andour clients, uh, number two
would be the passion for theindustry, I think, just helping
out the men and women that aretruly building this country and
doing the dirty work, as we'vetalked about.
And really, when you turn onyour faucet, when you flush the
toilet, like where does thatstuff go, how does that happen?
(12:58):
Really focusing on those people, because they are our
superheroes.
And then, third, and quitehonestly, for anyone looking to
start an agency, making surethey have the capital, and
they're very used to spendingmoney on big equipment.
They're used to spending moneyon software and technology, and
(13:20):
for us it was just, you know, wewanted to work with an industry
that was able to pay us forwhat we knew we were going to be
doing in the future.
Speaker 1 (13:27):
Yeah.
Speaker 3 (13:27):
That's so interesting .
Speaker 1 (13:29):
Yeah, that last one is a big one.
So we've had a lot of smallclients and sometimes they just
don't have any budget andthey've never worked with an
agency, and so that's one of thethings we've looked at from.
Our sweet spot is, if you'veworked with an agency before, if
you're unhappy with your agency, we are more than happy to like
help you, be happy and get youa good relationship.
(13:50):
But I love those three Like Iwrote them down so we can hit
those at the end in the recaptoo, because I think it's
important and I think that'skind of good advice for anybody
looking for a job.
If you can find those things, Imean, make sure you have a
budget, I guess, make sure thecompany you're working for has a
budget.
It isn't going to lay everybodyoff in five minutes.
Good point, that's really cool.
(14:11):
I love that.
You sort of, so you basicallystumbled into dirt marketing.
Speaker 3 (14:16):
Absolutely.
Speaker 4 (14:17):
I didn't grow up in construction and I think,
working with a client who is agood friend, just respecting the
industry and understanding andlearning so much more about it.
To me it was a no-brainer in2021 when we officially launched
, as that was our niche, it justmade so much sense.
(14:37):
But you're right, rich, wedefinitely stumbled into it and
this whole world just becameknown to me of what was out
there and what is needed to keepthis country moving and the
world really.
Yeah.
Speaker 1 (14:52):
So you're.
I know Zach found you onLinkedIn, I think, if I remember
right, or has been talking toyou better.
So you're, you're a big deal onLinkedIn, I hear.
So how did you?
How did you?
I know you're like embarrassed.
Look at him, he's turning red.
Speaker 4 (15:05):
I'm so sorry I appreciate the compliment, but
you're welcome.
I don't have to go there.
How did you grow?
How did you grow a community onLinkedIn?
I mean, was the niche a bigpiece of that or yeah, good
question.
And I think this is veryimportant, whether you're in
business or starting a marketingagency or just like looking to
build your own personal brand.
Really, what I did is, you know, five, six, seven years ago,
(15:28):
even pre starting the agency, Ialways use social media as a
tool, and it's free, and so whatI did, especially when I
started the agency, was, if I'mnot utilizing this free tool
that can reach millions ofpeople in a second, it's just
not going to work, especially ifI'm a digital marketing agency.
(15:49):
And so put your money whereyour mouth is.
And I had a big focus on I wantto build my personal brand
consistently over time and Iwant to build my business brand
consistently over time, and Iwould call them the big four.
So my big four would beFacebook personal and company
page, instagram personal andcompany page, linkedin, which is
(16:11):
by far my favorite personal andcompany page, and then my
Google business profile, and sothat is one that's often missed
by companies and really I don'thave like this crazy strategy.
I don't even schedule out myposts.
All I do is when I want to putout a post, I write it out in
LinkedIn.
We'll say and then I put thatsame post on Instagram, on
(16:33):
Facebook and then on my GBP andwhat that does is Facebook.
A lot of my family, friends,relatives, residential- clients.
Yep, the aunts, the uncles.
Instagram there's this dirtworld cult I would say that
we've found of so manyconstruction, excavation and
(16:54):
septic companies are on there,and that is our biggest lead
source with the podcast isInstagram, so making sure the
same post is on there.
The third, of course, would beLinkedIn.
That would be your decisionmakers, your association
presidents, your projectmanagers, some of the bigger
companies, and then that Googlebusiness profile is the search
engine.
So the search engine readingand learning all about you and
(17:18):
your company, and so justconsistently posting over the
last five years has really,really helped and it's helped me
meet people like Zach and usstay in touch with each other
and present opportunities likethis to be on this podcast and
then for future things thatwe'll do together as well.
Speaker 2 (17:36):
Yeah, that's awesome um wow, it just feels like like
walking the walk a little bit,where I think we sometimes get
caught up in like is it brandvoice?
Is it right, is it wrong, is itspell checked?
Is it?
And?
Speaker 4 (17:49):
oh my god like.
Speaker 3 (17:49):
You have to remove some of that in order to stay
like especially in a small youknow small agency and honestly,
just to jump in here, bring inmy producer voice every once in
a while.
I would say, luke, that you're agreat spokesperson for your
brand.
I think when your targetaudience sees you, they can
(18:11):
relate to you and you'respeaking directly to them.
So that's something youdefinitely do a great job of,
and I think that's also why youhave such a great like loyal
target audience and kind of whatto what you said, there's so
many of those companies outthere on LinkedIn.
You really found where yourtarget audience is and I think
you do a good job of reallyreaching them with your voice.
Speaker 4 (18:31):
So yeah, I appreciate that a ton, zach, and you're so
right, and I think a bigdifference, honestly, is people
know that if they send phasermarketing a message on Instagram
, it's me, and they know thatbecause they see me every day on
there, they see me posting,they can tell by my voice in the
posts and I'm verynon-corporate.
And so, uh, the second I and youknow, maybe down the road years
(18:55):
from now, uh, I'll hand thatoff, but I truly enjoy it.
And, to Zach's point, like,that is how I connect with the
people in the industry and howthey can connect with me very
easily.
So, uh, it's been a huge driver, uh, not only for client
acquisition but client retention, just keeping up with the
industry, landing differentspeaking gigs with associations,
(19:18):
but also just that you know,10% of our audience is probably
in the dirt world, where 90%don't have anything to do with
construction and they'reentrepreneurs or they're in
college looking for a job orthey're following me from.
They live in Minnesota orNebraska or Arizona, and so I
think that's the bigger piece ofit too is being focused with
(19:39):
your messaging, but also puttingit out there so that other
people can chime in or learnabout the industry or learn
about business, and so I'vedefinitely enjoyed that the most
, I would say.
Speaker 1 (19:52):
Yeah, I think, as you're talking about it like, it
sounds so simple and obvious,right, like, use the tools that
you have, um.
But I also love what you'vedone and this is something I've
advocated for since, like thedawn of social media and yes,
I'm older than social media uhmost of us probably are, but I
was like.
Speaker 2 (20:09):
I think I am too 2006 , 2007.
Speaker 1 (20:19):
I mean, 1996 was officially the first social
media network, but it's notaround anymore.
But you have a purpose.
You understand your audience oneach platform and your purpose
on each platform and what thatplatform gets for you.
And I think that that'ssomething that you know, one
good for your clients, that youget that for yourself, because
obviously you get that for themtoo.
But I think that's somethingwhere somebody can take that
(20:43):
advice in any industry or even,like you said, personally, if
you're building your personalbrand, just understand how those
platforms work differently andwho you're talking to.
That's a huge one.
Speaker 4 (20:51):
Yeah, and I want to chime in on that, rich.
And to Caitlin's point earlieruh, don't get too cute with it,
don't overthink it.
Just write it out, post it andthen go on to your next one.
Or go on with your day honestly, and I think you get so caught
up in.
Is this going to be the perfectpost?
Is it edited correctly?
Uh, just forget about all that.
That's coming from a marketingagency owner, I love this quote
(21:14):
80% done is 100% awesome.
Get it done, put it out there,go on to the next one.
Quit overthinking it.
Speaker 1 (21:21):
That's a good one.
The one I've heard always isdone is better than perfect.
Speaker 4 (21:24):
Yes, yes, I love that , and I believe Dan Martell said
the 80% one, so I want to makesure I give credit there.
Speaker 1 (21:31):
Cool.
Yeah, I have no idea who saidDonna's better than perfect.
Speaker 3 (21:34):
So I know it was somebody.
Speaker 1 (21:38):
I was thinking it was Brene Brown, but that doesn't
sound like a Brene Brown thing,I don't think so either.
Speaker 2 (21:42):
Yeah, I really like the progress over perfection as
a recovering perfectionist,permanent eldest daughter, like
there are a lot of things tounpack there, but it is truly
just like.
So much of like my strugglewith with social media is just
(22:03):
getting out of my own way andwanting it to be perfect to like
guarantee that it'll land withsomebody, but that's not like
they're, that's not a guarantee,and so yeah, and the things
that land.
Put it out there and be, yeah,the stuff that does land.
You're like why?
Speaker 3 (22:20):
why was it that you give no effort?
What did I exactly?
Just like throw it out there.
Speaker 2 (22:24):
Yes, yeah, yeah, I had that exact thing.
Speaker 1 (22:29):
Yep, I did that on a post recently and I ended up
ratioing the original posterLike just with a very, very
short snarky comment, but it wasfun, I enjoyed it.
I kept getting notificationsand I'm like what is going on
with this?
And I'm like, oh okay,apparently people are reading
that notifications and I'm likewhat is?
Going on with this and I'm like, oh okay, Apparently people are
reading that post and I toucheda nerve.
(22:49):
So all good.
Speaker 2 (22:52):
Yeah, in addition to like agency owner, former
orthodontics professional,you're also an author, and I
would love to know about thatand how you ended up there.
Speaker 4 (23:08):
Yeah, yeah, it's crazy.
So I published my first book inMarch of 2023.
So a couple of years ago now,and I think it'll help if I back
up even a little bit further onhow and why I decided to do
that.
So in 2021, and this, I think,is important for the delayed
gratification piece, so 2019, Istarted the business.
(23:29):
And then in August 2021, I hadbeen basically working a full
time job and not paying myselfout of the business on purpose,
because I kind of have one shotat this thing.
I want to make sure that if I'mgoing to go full time in my own
business, it'll be ready forwhen I can take that step onto
the boat.
And so, 2021, august 4th, Ipaid myself my first paycheck.
(23:53):
Two years dream.
Then we started it and now it'sactually paying me.
And shortly after that, november2021, thankfully, I fell into a
(24:19):
mastermind group for digitalmarketing agency owners across
the world and they meet threetimes a year in Miami to do an
intensive.
But they also have coaches,templates, programs, everything
you could need and, of course,the community of 300 other
(24:41):
agency owners, and I joined thatthree years ago.
Josh Nelson was the main guythat started it, and that group
has changed my life and I thinkthat's super important with
everything that we talk about,because the book is a part of
their program, of they helpedprovide like a structure and you
should publish a book for yourauthority to get on stage and
(25:04):
speak at conferences, and so,yeah, of course you're like,
yeah, I would love to publish abook, and then they provide you
a good framework and trainings.
And then so what I did withthat and I'd love to dive in
just a little bit here.
He said you guys, for all thosethinking that they want to
write the book right now, getthat out of your head.
You're supposed to write a book.
(25:26):
Like, your first book should bea book.
The next one can be the perfectbook.
And I had been about a year in.
I started in 2022 writing itand it took a long time.
And then he said, luke, youshould have this done in two
weekends.
And so I buckled down and itwas a little longer than that,
but got it done.
And Kindle Direct Publishing youcan publish a book for free,
(25:50):
you can self-publish it, andthen it is amazing.
So I published the book and itgoes on Amazon.
Of course, you can order authorcopies so you can hand them out
to people.
Three bucks a copy.
And then now, anytime somebodygoes on amazon, they can search
the digital dirt world by lukeagabrotten.
Uh, buy the book and they justthey print it, they ship it to
(26:13):
them and they send me a royalty.
Like that's it.
There's no inventory on hand,and it is absolutely amazing.
Speaker 1 (26:21):
The logistics that they provide we're pretty
familiar with that.
We have a book as well.
It's a cocktail recipe book.
I don't know if I have itsitting here.
Sometimes I pull it up but itdisappeared from my desk, Blame
the dogs.
Yeah, we actually did KindleDirect Publishing as well, in
part because we looked at acouple of the printers that we
use and Kindle Direct Publishingwas just cheaper if we only
(26:43):
used it for printing authorcopies.
Yeah, direct publishing wasjust cheaper if we only used it
for printing author copies.
Yeah, um, and we've actually, Ithink we've sold two now.
Um, we're not advertising it.
Speaker 3 (26:50):
We're not putting it out there, although you guys put
it out there on social media,the other day.
Speaker 1 (26:54):
Um, I love it.
But yeah, we'll send you one.
That's one of your, your giftsfor appearing amazing.
Speaker 2 (26:59):
Yeah, thank you once your 75 days are up, right yeah,
for sure.
We're getting the ideas going.
Speaker 1 (27:09):
No, we have the Make it a Mocktail section that gives
you mocktail subs, and it's notalways just go find
non-alcoholic vodka.
Sometimes it's like, oh, thisherbal tea or whatever can be
used in place of this thing.
That was really good.
Charlotte did all that research, I believe.
Speaker 2 (27:26):
If I remember right.
Speaker 1 (27:27):
Yeah, and Zach is officially the author of our
book because he's the producerof the podcast.
I think it has four authors.
Caitlin and I are justmentioned because we're part of
the podcast and we have quotesin there.
Speaker 2 (27:38):
Nice, so yeah, I did nothing but show up here and
read the notes.
Speaker 1 (27:49):
So and it comes back to like you have to write a book
, not the book.
It's back to that 80 done is100 awesome like you're just get
it out there, yeah, um, andalso support, just having people
around you who can support andencourage and kick you in the
butt, right, it'd be like dude,you're overthinking this.
Get it done.
Speaker 4 (28:07):
Yeah.
And everything you look at inour business was help from them
and, for example, our podcast,the Dirtbags podcast.
We just celebrated three yearsand that has taken a life, a
business of its own, but we haveover 130,000 downloads now
since starting it, and itwouldn't have started unless we
(28:31):
quite literally started February2022.
And it sounds silly to say that, but most of us, and similar to
you guys too if you just wouldkeep pushing it off, trying to
find the perfect episodefrequency, it's like like you
just got to say what yourfrequency is going to be and
then run with it and get thatfirst episode out there.
Speaker 1 (28:50):
Yeah, and I think that's a good one.
Like if you listen to some ofour early episodes, the
microphones were completelydifferent.
They weren't super great.
The editing is fine.
Zach did a great job of editingit, but we found extra tools as
we went along the way.
But the information is stillgood and, honestly, the graphics
were the thing that were spoton from the beginning.
The branding was great, butyeah, and I think same thing
(29:15):
with us.
Like you just have to put itout there and if nobody
downloads it, nobody downloadsit.
Speaker 4 (29:19):
It's even better then , because if it is bad and
nobody's listening to it Right,you try again next week.
Speaker 1 (29:25):
Yeah, and if they jump into the later ones, I've
done this with podcasts whereI'm in like the year three, year
four, year five, and then I'mlike I'm going to go back and
listen to the early stuff andyou're like, oh God, they sucked
when they were early, reallybad.
Yeah, that's good.
This theme just keeps coming uplike do it.
And this theme just keepscoming up like do it, get it
(29:46):
done, start it, try it.
And that's like people werelike, why did you guys do a
podcast?
And we're like we've never doneone before and we knew at some
point a client is going to askus to do one.
So I was like, guys, let's comeup with a podcast.
And we did a brainstorm on whatthe name should be and we like
booze, we like to ramble and wedo marketing and we can solve
people's answers and questions.
Speaker 4 (30:06):
So, yes.
Cocktails, tangents and answersthere you go.
Speaker 1 (30:12):
You know what you're getting when you sign up for
this.
Speaker 2 (30:15):
Absolutely.
Speaker 1 (30:27):
We, we put all of our best work into the name and
then figure out the rest afterthe fact, and then they gave
caitlin and I a microphone, or Iguess we gave ourselves
microphones and yeah, we justkind of run with it well I knew
that no one else was gonna signup.
Speaker 2 (30:36):
Yeah, a microphone in their face.
So I volunteered like we have.
Speaker 1 (30:40):
No, she's our extrovert, we have everybody
else is pretty much well.
Speaker 2 (30:44):
Megan is too, but she wasn't here when we started the
podcast.
Speaker 1 (30:47):
That's true, she wasn't, and I hate myself on
camera I'm good with.
I did radio for a long time soI'm okay with my voice and
hearing it, but then Zach's likeyou know for.
Youtube being on camera wouldbe, great and we're like, ah,
but we, I mean we just said,okay, like you know, I'm reading
Shonda Rhimes' Year of yes, andwe just yesed it and said, sure
(31:07):
, let's do a video.
Speaker 2 (31:08):
We'll do what we're told.
Heck, yeah, yeah, yeah.
What is the premise of theDirtbag podcast?
Speaker 4 (31:15):
Yeah, because.
Speaker 2 (31:16):
I just want to sing Teenage Dirtbag oh that's our
theme song, is it really?
Speaker 4 (31:20):
I'm just a teenage dirtbag.
Speaker 2 (31:22):
Is it really?
Do you know the Rustin Kellycover?
I feel like this is going to beup your alley.
Rustin Kelly is a I don't thinkso.
Okay, well, he has a Knowingthat you are like a little bit
younger than I am, but like emomusic had a real, real effect on
(31:43):
my youth.
So he does like a sub genrecalled dirt emo where he like
covers.
So he covered teenage dirt bag,but he's covered like um sand
in my boots and I'm trying tothink like a goo goo doll song
recently, so that's the versionthat I hear, but it seems as
(32:04):
though it might fit reallynicely into the Dirtbags
universe.
Speaker 4 (32:12):
Yeah, I'll definitely check that out, it's like if I
can give you homework.
Speaker 1 (32:17):
His albums are Dirt Emo Volume 1 and Dirt Emo Volume
2.
Speaker 2 (32:24):
They're like both covers, it's all cover.
Those are cover albums.
And then he has like his own.
Speaker 1 (32:30):
Yeah, yes, he is his own like he was married to casey
musgraves for a little while.
Yeah, yeah, I was like I had tolook him up I, I assumed as
much um every time you've givenme musical recommendations.
They've been really great.
Speaker 2 (32:46):
Well, there you go.
Speaker 1 (32:48):
I will listen.
I've got it up here.
I'll listen when we're done.
Speaker 2 (32:51):
Anyway, tell me the premise of the Dirtbags podcast.
There was a question in there.
Speaker 4 (32:56):
Yeah, yeah.
So the Dirtbags podcast andthis actually levels out
perfectly with what we talkedabout earlier.
So Luke Payne, our first everclient in the excavation space,
very forward thinking, he said,luke, we should start a business
that helps provide theresources that these excavation
companies owners need.
And my brain, of course, I pokeholes in everything.
(33:19):
And so I said, yeah, but that'snot just going to be a website.
We ended up and deciding on thepodcast because it's very easy
to build a brand, I would say,and say what you need to say on
a podcast, have guests on toprovide that information, then
build the website from that.
So him and I went into businesstogether.
Dirtbags Media Group is theseparate business because we
(33:39):
knew that we weren't just goingto build a podcast, just because
we knew we wanted it to haverevenue, expenses, scalability,
and so from there we um, builtit up and last fall, uh, and
he's still an amazing friend ofmine, he's still a client of
ours, but he's so, so busy withother things, so I ended up
(33:59):
buying him out and, uh, so nowthe last six months I've been
kind of running it, um, just bymyself, and then we have a
producer and then a couple otherteam members that help with it.
But yeah, we're now 87 episodesin Our main premise of what we
talk about on there is reallyeverything the pain points that
(34:21):
they could need any constructioncompany owner building a
library of pain points andsolving them through episodes,
and so, for example, we mighthave a construction insurance
expert on.
We might have a cash flowexpert on, specifically in
construction, we talk aboutprofit first for construction
companies.
We talk about going fromresidential to commercial
(34:44):
construction.
Yeah, and so really I own amarketing agency and we talk
about marketing probably five to10% of the time on there.
It's very little and reallyeverything else is what's going
on in the industry and how canwe help from a platform
perspective.
So it's been amazing, it's beenan absolute blessing.
And, yeah, we have dirtbagstuning in from now 22 countries.
(35:07):
And, yeah, we have Dirtbagstuning in from now 22 countries.
And it has been so cool toconnect with everyone on the
show.
But then usually we'll meet upat different trade shows.
Speaker 2 (35:16):
So Con Expo it's every three years and people
come in from all over the worldand so we'll do a Dirtbags, meet
up there and get everyonetogether, do some live shows and
(35:42):
just really trying to bring theindustry together with
like-minded people and so likereaching them in their equipment
or their trucks or driving toand from job sites, like that's
such an easy access point forthem when they have, you know,
20 or 30 minutes in betweenthings, right, like yeah, I have
time to sit at a desk and read,but they can tune in and listen
(36:06):
, yeah.
Speaker 4 (36:06):
I'm glad you brought that up because we talk about
that a lot of a lot of our wepublish our episodes two twice a
month on Friday and a lot ofour listeners we publish it
specifically so that they canlisten to it on the drive to the
job site.
And then a lot of our listenerslisten in the excavator or the
(36:28):
skid steer or the dozer and wetalk about that and it's like
that is the culture we're tryingto build.
It's like if you're going to beworking anyway or driving, like
you might as well learnsomething and enjoy it, and so,
uh, a lot of our listeners theywill listen while on the job and
it's just, it's a little bitmore or it's a lot more
educational and um, beneficialfor them instead of just
listening to music a lot oftimes yeah, yeah yeah, it's like
(36:50):
.
Speaker 1 (36:50):
I mean, podcasts are kind of the new radio, like
that's what I listen to in thecar almost all the time now, uh,
that.
And audiobooks, or, as I usedto call them, books on tape
books on tape.
Speaker 2 (37:00):
I know, I know it's like oh god, I'm that old, I'm
driving to doing like a two anda half hour drive tomorrow and
I'm pumped to like catch up onmy back catalog and maybe finish
a book.
I'm like, how, how fast can Ilisten to like, really maximize
that like right to x I can't gopast like I can't.
I can process that fast, but I'mlike I.
(37:21):
I don't retain as much.
I'm like a one.
One and a quarter is really thesweet spot for me.
I'm like one and a half.
Yeah, then I do sometimes havea hard time listening to people
in real life when they're notspeaking at one and I'm like can
we get to the point?
Oh, my God, my attention spanhas been ruined for so many
(37:42):
reasons, but I think that myaudio book speed is one of the
key drivers.
Oh man, yeah.
Speaker 1 (37:51):
This was such a pleasure.
Speaker 2 (37:52):
Thanks for joining us , luke, looking at the time.
Speaker 4 (37:55):
Absolutely.
I'm glad I got to enjoy acocktail with you guys on a
Monday afternoon, absolutelyMiddle of the day, right yeah,
1.30, 2.30.
This is perfect, yeah.
Speaker 1 (38:17):
We're wrapping up our day.
Like it's 4.30-ish here, zach'salready 530.
He's like I need dinner.
He's got to get off this thing.
Wrap it up, right.
Yeah, have a passion for it.
Like you have clearly embraceddirt.
I mean you've even taken theterm dirt bag, which is, like,
generally a negative if you usethat with your friends and it's
(38:39):
a term of endearment for yourlisteners in your industry,
which is amazing.
And then if you're doingmarketing or if you're getting
into business, make sure youraudience has money to spend,
because if they don't, you willgo out of business fast.
Speaker 2 (38:44):
Yeah, pretty quickly Cool.
Speaker 1 (38:45):
If they don't, you will go out of business fast.
Speaker 2 (38:46):
Yeah, pretty quickly, cool, excellent.
We will be back next week withanother episode.
Do we know the theme?
I don't think we do.
It's a surprise, we don't knowthe episode.
Speaker 1 (38:58):
It's a theme, so the one thing with having guests is
like we fit guests in when wecan fit guests in, but where
that's going to slot in theepisode release you know the
last one we pulled way up and Ithink, we're waiting for your
episode of your cocktail choice.
Speaker 2 (39:14):
Oh, that's right, Because I was home with like a
sick kid maybe.
Speaker 1 (39:18):
Yeah, you were.
I think you also had a littlefroggy throat going on too,
probably.
But we'll be back next week.
Speaker 2 (39:23):
Yes, maybe it'll be me, who knows, can't wait.
As always, you can find ouragency at antidote, underscore
71.
If you have a question you'dlike to send our way, you can
visit ctapodcastlive or you canleave us a voice message on our
hotline 402-718-9971.
And your question will mostcertainly make it into a future
(39:45):
episode.
Speaker 1 (39:47):
Yeah, and we'll be sure to have links to Luke's
podcast on here.
So we've got that there fromthe.
Dirtbags podcast.
Super easy to find, though.
Great website, by the way.
I looked it up, thank you.
You can probably hear my typingoccasionally while we were in
here.
So yeah, so you know, give us acall and Luke, like you can
(40:07):
come back anytime you want tolike.
We're happy to talk with youabout marketing or dirt or
cocktails or whatever heck yeahall those things yeah, excellent
, all right.
Hey, caitlin, I have a big question for you to start
the episode.
Speaker 2 (00:10):
Okay.
Speaker 1 (00:11):
Who is Luke Agabrotten?
Speaker 2 (00:14):
I am excited to find out.
Speaker 1 (00:16):
Yeah, we're going to find out.
So we actually have a guesttoday.
His name is Luke Agabrotten andI appreciate the phonetic
spelling in the notes Zach.
Speaker 2 (00:23):
I know I was really, really pumped about that.
That was something I asked fora couple episodes ago and I was
like how do you say thisperson's name?
Speaker 1 (00:33):
Because I don't ever want to be that jerk that's like
wrong.
Speaker 2 (00:37):
And then you mispronounce and then you feel
like, yeah, you feel like anasshole.
I don't want to be an asshole,so yeah, well, I'm excited to
learn more.
Speaker 1 (00:46):
Yeah, so Luke has his own marketing firm.
Um has a lot to do with uh dirt, so we'll get into that.
Speaker 2 (00:53):
Um and what that's about I mean you want to talk
niche?
Like the jokes, just like writethemselves.
Speaker 1 (00:59):
I know we probably need to be careful, cause I mean
, we're going to get an explicitanyway, but we don't want to go
too far.
Speaker 2 (01:06):
No, I mean, I was just like we're going to dig
deep.
We're going to really uncoversome stuff.
Speaker 1 (01:12):
The metaphors.
Speaker 2 (01:13):
We're going to get to the bottom of yeah there's,
just like a lot of punsavailable.
Perfect.
Speaker 1 (01:20):
That's all.
So yeah, Luke has PhaserMarketing.
Speaker 2 (01:22):
It's a construction marketing company, he is based
in Arizona and we were doingsome talk.
He's lived in Omaha, so we weretalking about some things
earlier and we'll probably getinto that a little bit.
I feel as though I detected,like a Dakotan lilt maybe in the
accent Minnesota.
Speaker 4 (01:39):
Minnesota.
Speaker 2 (01:41):
Okay, okay, I look forward to peeling that apart a
little bit because, you know,that's my specialty the six
degrees of the Midwestseparation.
Speaker 1 (01:50):
I think Wait, I heard an ute.
Where are you?
Speaker 2 (01:53):
from.
Speaker 1 (01:53):
Canada, minnesota, dakota, yeah, so yeah.
Speaker 3 (01:55):
So, Luke.
Speaker 1 (01:57):
He's going to talk to us about his business journey
and his niche is the excavationindustry.
So, like I don't know, deep ina hole there, I don't know,
there's some metaphor there, Itold you, there are so many
opportunities.
But yeah, and how he's beensuccessful and like, why, like?
I want to ask because, beingsomebody who owns a marketing
company like, why the hell wouldyou do this Like?
(02:18):
I don't know if I would do itagain.
I probably would, all right.
Speaker 2 (02:29):
His would do it again .
I probably would all right.
His youngness got some someopportunity.
Uh, yeah, yeah, I'm lookingforward to it.
Our cocktail today is quitesturdy, which I think is
necessary when you're talkingconstruction oh yeah a scotch,
and soda like this is not forthe faint of heart, so maybe
that's you know, neither isowning an agency?
Yeah, super easy.
Speaker 1 (02:48):
Right, yeah.
So I mean, and I think the sodawater.
The important thing to notehere is like, why would I water
down my whiskey and it's likesome people don't or my scotch?
You know scotch whiskey,bourbon we could get into all
that too For me they're all thesame thing, For me they're all
the same thing.
They all taste like wet hay andI have no desire to have any of
them.
But the soda water doesactually bring out the aroma of
(03:11):
the whiskey or the scotch.
A little bit less of a burngoing down Makes it a little
more refreshing, a little morechill.
Speaker 2 (03:19):
Well, yeah, it's a cocktail as opposed to like a
shot.
Yeah, or like I don't know.
I feel like a whiskey neat tolike a shot yeah, or like I
don't know.
I feel like a whiskey neat islike a.
It's a cold weather drink and asoda.
You add a soda to it.
Now it becomes a summer, coolerRight.
Speaker 1 (03:34):
It's something you can enjoy when the temperature
gets warmer.
It's great because, as you know, caitlin, we are in the oh God,
we're having a blizzard.
Speaker 2 (03:41):
Oh, it's 80 degrees, oh, we're having a blizzard.
Oh, it's 80 degrees, oh we'rehaving a blizzard.
Speaker 1 (03:44):
Oh, we're 80 degrees.
Speaker 2 (03:45):
Is it second spring?
Are we in the second spring now?
It might be second spring, butit's still not going to stick as
we have the winter weatheradvisory for tomorrow.
Yesterday I woke up and Ilooked out the window and I was
like why I was so confusedbecause it's snowy and windy
(04:06):
after it was literally like 70degrees last week yeah, it
snowed.
Speaker 3 (04:10):
We didn't get snow yesterday.
Speaker 2 (04:11):
And I looked at my child and I was like Dorothy.
What happened?
Speaker 3 (04:13):
She's like.
Speaker 2 (04:13):
I don't know it's too chilly out there.
She said.
And I was like great, we'rekeeping our pajamas on.
We're not going anywhere.
Speaker 1 (04:22):
All right.
Well, I feel like this is aneasy one, but do you want to run
down how to make a scotch andsoda?
I do, yes, two ounces of scotch.
Speaker 2 (04:28):
So there's a shot of scotch club soda to your
preference, I think, and you canoptionally garnish with a lemon
twist, and I really hope thatwe don't have to shake.
You can stir this, but youdon't really have to Just put a
straw in it.
Speaker 1 (04:45):
I usually so when I do like a gin and tonic, which
is pretty much the same thinggin tonic, garnish done.
Yes, we have the big craft iceballs in our freezer?
Speaker 2 (04:55):
Yeah, just give it a little spin.
Speaker 1 (04:57):
So like, yeah, I pop that in there and then just give
it a little dunk and spin itaround and that stirs my drink.
Speaker 2 (05:08):
For me, I, um, that's gotta be the easiest.
I think it might be the easiestrecipe we've ever done.
Um, I have taken to ordering myg and t's with the lemon twist
and people don't.
They're like you want what now?
Like they get very confusedwhen I don't want, like bombay,
I'm like no, I, I would like aHendrix and tonic with a lemon
twist.
Speaker 1 (05:28):
The lemon twist seems normal to me, though.
Speaker 2 (05:32):
G's and T's usually come with lime.
It's usually lime.
Speaker 1 (05:35):
Okay, I guess which is not my preference, tell me.
You know I bought mango becauseI sent you that photo.
I found a lime, so one of mymeal kits that I didn't eat had
a lime in it and it's still good.
So I'm pretty sure I just needthat, and tequila.
And well, I have Cointreau aswell, which I think goes in
there.
Speaker 2 (05:55):
You can make last week's beverage.
I'm 100% making a mangomargarita at some point.
I love this.
Speaker 1 (06:02):
All right.
Well, I think that kind of doesit.
Speaker 2 (06:04):
That covers it, doesn't it?
I think we should try and findyou a scotch and soda that you
would drink.
Speaker 1 (06:12):
I think we should do a taste test, so I have done a
bourbon and ginger.
Speaker 2 (06:17):
That's not the same that I was okay with.
No, it's not the same at all,but I was okay with that.
That's totally different.
Speaker 1 (06:22):
No, my friend Steve worked for Angels Enemy for a
very long time and he knows I'veknown him forever, like since I
was, since we were liketeenagers basically.
But he knows I don't reallylike the brown liquors.
And so, since he was repping it,his number one thing was like
he's like I'm going to getJohnny Walker blue, I'm going to
get Johnny Walker black red,whatever.
(06:43):
Like I'm going to get JohnnyWalker blue, I'm going to get
Johnny Walker black red,whatever.
Like I'm going to get all thesedifferent things for you.
And he brought me a ton of them, like what, glenmerangi, or
something like that.
Speaker 2 (06:50):
Yep.
Speaker 1 (06:51):
Like a whole bunch of them.
Speaker 2 (06:52):
That's scotch though.
Yeah, yeah.
And there were a couple that Iliked as a cocktail, but sipping
no, yeah All right.
Speaker 1 (07:03):
Yeah, all right, all right.
Well, should we answer thatquestion?
Speaker 2 (07:06):
Let's talk about it.
Speaker 1 (07:07):
Yeah, all right, we'll be back with Luke.
Speaker 2 (07:18):
Shoulda, coulda woulda.
Am I right?
I know?
Speaker 1 (07:21):
All the good stuff happens during the break.
Not really We'll have goodstuff here too, no, so hey, Luke
, welcome.
Speaker 4 (07:27):
Rich Caitlin.
Thank you guys so much forhaving me here and a huge shout
out to Zach, your guys' producer.
He's been so awesome to workwith.
Speaker 2 (07:34):
Yeah, that's good we love that.
Speaker 1 (07:36):
Good to hear.
We sort of forced Zach tobecome a producer.
He was like I'm kind ofinterested in this and so we're
like great, figure out how to doa podcast.
Speaker 2 (07:44):
Can you make?
A podcast Make it Okay.
Speaker 1 (07:48):
so, luke, the important question from the
beginning of the episode is whoare you?
Can you tell us a little aboutyourself and your journey?
Speaker 4 (07:56):
I would love to.
And before we get started, Ialso brought my own beverage of
choice.
So I'm currently doing 75 hard,so no alcohol.
But I've been on these athleticbrews.
I don't know if you guys havehad these.
Speaker 2 (08:15):
They're non-alcoholic beers.
This one's.
Speaker 4 (08:16):
Free Wave, hazy IPA, and it is incredible.
Speaker 2 (08:17):
So get a little.
Speaker 4 (08:18):
ASMR pop there.
But yeah, super excited to behere with you guys.
Can't thank you enough.
We've got a lot of connections.
I'm realizing too.
My wife and I used to live inOmaha and my wife went to UNL
for college as well.
Oh my gosh.
(08:40):
So we grew up, born and raisednorthern Minnesota, in Detroit
Lakes and Hawley, and then Iwent to college in Mankato.
She went to UNL and that'swhere I studied.
Actually, I got my degree insport management.
Speaker 1 (08:54):
So not a whole lot about what we're talking about
today.
Sure, doing that right now, no,Yep, exactly like everyone's
degree.
Speaker 4 (09:02):
And got a minor in marketing right and so I started
to dip my toes into marketingand business and moved down to
Omaha for a few years andstarted working managing a
digital marketing agency at myfull-time job at an orthodontic
practice and really just fell inlove with that world practice
(09:27):
and really just fell in lovewith that world.
Specifically, this agency I gotto manage was they only worked
with orthodontists and oralsurgeons and so they made my
life easy.
We paid them a lot of money,but they were so personable they
were out in California so wedidn't even know them personally
and it just made me think, likeman, I would love to start my
own agency one day, and 2019,october 24th, I'll never forget
(09:50):
it.
That's when I got my LLC papersback and started phaser
marketing from there.
Speaker 1 (09:57):
Nice yeah.
And so you were exposed toniche like niche agencies, like
from the get go See, I was atbroad big agencies who were like
we do everything for everybody,which is a load of crap.
Nobody does everything foreverybody.
Speaker 4 (10:11):
Yeah, and if you do, you can't do it well, and I'm
sure we'll talk about that heretoday.
But it's hard to go far, in myopinion, when you're taking on
new clients and new industriesevery single day, and so, for me
, niching down made a lot ofsense, and I'm just very blessed
that I learned that at a veryearly stage, so we didn't have
(10:32):
to backtrack from a legacyagency to a niche agency.
Speaker 1 (10:36):
Yeah, yeah that is not an easy path.
Speaker 2 (10:40):
Why dirt, can I?
Ask I love that I was like whydirt, can I ask I?
Love that I was like why dirt I?
Speaker 4 (10:46):
feel like we have to address the elephant in the room
.
Yeah, we do digital marketingfor excavation companies, and
whenever I tell somebody newthat they're like what exactly
is that and why do you do it?
Just for them?
So to give you some context,our first client was a real
estate agency.
You know, we weren't nicheddown yet.
Our second client was one ofone of my really good friends
(11:08):
from high school, luke Payne,and he owned a demolition and
excavation company.
So he was at the time he wasprobably 24 and I was 25, I'm 29
now and I was just like.
We built his website and whathe was doing was so cool.
And there were, you know, fixedwater lines.
They would fix sewer lines,they would dig footings and
(11:30):
basements so that the homebuilders could come in, they
would make sure that the groundis flat and to grade.
And I just started learning somuch about this industry.
And shortly after I got a callfor our third client.
It was somebody that had seenthe ads we were running for
Black Iron Dirt.
And there was this client outin Western North Dakota and they
(11:52):
were in the oil fields and theyhad a lot of big construction
equipment.
They would do cell towerconstruction, they would do site
development, and so we tookthem on as a client and really
became more and more exposed inthe blue collar niche.
(12:14):
Think there's three criteriawhen we finally made the
decision to niche down and intothe excavation space.
It was one the value we couldprovide to our clients was
exceptional, because typicallythey're about 10 to 15 years
behind the curve, I would say,when it comes to being online,
and so we would.
All the time we'd bring on acompany doing five million
dollars in revenue with nowebsite, and so the impact we
(12:37):
could make on the industry andour clients, uh, number two
would be the passion for theindustry, I think, just helping
out the men and women that aretruly building this country and
doing the dirty work, as we'vetalked about.
And really, when you turn onyour faucet, when you flush the
toilet, like where does thatstuff go, how does that happen?
(12:58):
Really focusing on those people, because they are our
superheroes.
And then, third, and quitehonestly, for anyone looking to
start an agency, making surethey have the capital, and
they're very used to spendingmoney on big equipment.
They're used to spending moneyon software and technology, and
(13:20):
for us it was just, you know, wewanted to work with an industry
that was able to pay us forwhat we knew we were going to be
doing in the future.
Speaker 1 (13:27):
Yeah.
Speaker 3 (13:27):
That's so interesting .
Speaker 1 (13:29):
Yeah, that last one is a big one.
So we've had a lot of smallclients and sometimes they just
don't have any budget andthey've never worked with an
agency, and so that's one of thethings we've looked at from.
Our sweet spot is, if you'veworked with an agency before, if
you're unhappy with your agency, we are more than happy to like
help you, be happy and get youa good relationship.
(13:50):
But I love those three Like Iwrote them down so we can hit
those at the end in the recaptoo, because I think it's
important and I think that'skind of good advice for anybody
looking for a job.
If you can find those things, Imean, make sure you have a
budget, I guess, make sure thecompany you're working for has a
budget.
It isn't going to lay everybodyoff in five minutes.
Good point, that's really cool.
(14:11):
I love that.
You sort of, so you basicallystumbled into dirt marketing.
Speaker 3 (14:16):
Absolutely.
Speaker 4 (14:17):
I didn't grow up in construction and I think,
working with a client who is agood friend, just respecting the
industry and understanding andlearning so much more about it.
To me it was a no-brainer in2021 when we officially launched
, as that was our niche, it justmade so much sense.
(14:37):
But you're right, rich, wedefinitely stumbled into it and
this whole world just becameknown to me of what was out
there and what is needed to keepthis country moving and the
world really.
Yeah.
Speaker 1 (14:52):
So you're.
I know Zach found you onLinkedIn, I think, if I remember
right, or has been talking toyou better.
So you're, you're a big deal onLinkedIn, I hear.
So how did you?
How did you?
I know you're like embarrassed.
Look at him, he's turning red.
Speaker 4 (15:05):
I'm so sorry I appreciate the compliment, but
you're welcome.
I don't have to go there.
How did you grow?
How did you grow a community onLinkedIn?
I mean, was the niche a bigpiece of that or yeah, good
question.
And I think this is veryimportant, whether you're in
business or starting a marketingagency or just like looking to
build your own personal brand.
Really, what I did is, you know, five, six, seven years ago,
(15:28):
even pre starting the agency, Ialways use social media as a
tool, and it's free, and so whatI did, especially when I
started the agency, was, if I'mnot utilizing this free tool
that can reach millions ofpeople in a second, it's just
not going to work, especially ifI'm a digital marketing agency.
(15:49):
And so put your money whereyour mouth is.
And I had a big focus on I wantto build my personal brand
consistently over time and Iwant to build my business brand
consistently over time, and Iwould call them the big four.
So my big four would beFacebook personal and company
page, instagram personal andcompany page, linkedin, which is
(16:11):
by far my favorite personal andcompany page, and then my
Google business profile, and sothat is one that's often missed
by companies and really I don'thave like this crazy strategy.
I don't even schedule out myposts.
All I do is when I want to putout a post, I write it out in
LinkedIn.
We'll say and then I put thatsame post on Instagram, on
(16:33):
Facebook and then on my GBP andwhat that does is Facebook.
A lot of my family, friends,relatives, residential- clients.
Yep, the aunts, the uncles.
Instagram there's this dirtworld cult I would say that
we've found of so manyconstruction, excavation and
(16:54):
septic companies are on there,and that is our biggest lead
source with the podcast isInstagram, so making sure the
same post is on there.
The third, of course, would beLinkedIn.
That would be your decisionmakers, your association
presidents, your projectmanagers, some of the bigger
companies, and then that Googlebusiness profile is the search
engine.
So the search engine readingand learning all about you and
(17:18):
your company, and so justconsistently posting over the
last five years has really,really helped and it's helped me
meet people like Zach and usstay in touch with each other
and present opportunities likethis to be on this podcast and
then for future things thatwe'll do together as well.
Speaker 2 (17:36):
Yeah, that's awesome um wow, it just feels like like
walking the walk a little bit,where I think we sometimes get
caught up in like is it brandvoice?
Is it right, is it wrong, is itspell checked?
Is it?
And?
Speaker 4 (17:49):
oh my god like.
Speaker 3 (17:49):
You have to remove some of that in order to stay
like especially in a small youknow small agency and honestly,
just to jump in here, bring inmy producer voice every once in
a while.
I would say, luke, that you're agreat spokesperson for your
brand.
I think when your targetaudience sees you, they can
(18:11):
relate to you and you'respeaking directly to them.
So that's something youdefinitely do a great job of,
and I think that's also why youhave such a great like loyal
target audience and kind of whatto what you said, there's so
many of those companies outthere on LinkedIn.
You really found where yourtarget audience is and I think
you do a good job of reallyreaching them with your voice.
Speaker 4 (18:31):
So yeah, I appreciate that a ton, zach, and you're so
right, and I think a bigdifference, honestly, is people
know that if they send phasermarketing a message on Instagram
, it's me, and they know thatbecause they see me every day on
there, they see me posting,they can tell by my voice in the
posts and I'm verynon-corporate.
And so, uh, the second I and youknow, maybe down the road years
(18:55):
from now, uh, I'll hand thatoff, but I truly enjoy it.
And, to Zach's point, like,that is how I connect with the
people in the industry and howthey can connect with me very
easily.
So, uh, it's been a huge driver, uh, not only for client
acquisition but client retention, just keeping up with the
industry, landing differentspeaking gigs with associations,
(19:18):
but also just that you know,10% of our audience is probably
in the dirt world, where 90%don't have anything to do with
construction and they'reentrepreneurs or they're in
college looking for a job orthey're following me from.
They live in Minnesota orNebraska or Arizona, and so I
think that's the bigger piece ofit too is being focused with
(19:39):
your messaging, but also puttingit out there so that other
people can chime in or learnabout the industry or learn
about business, and so I'vedefinitely enjoyed that the most
, I would say.
Speaker 1 (19:52):
Yeah, I think, as you're talking about it like, it
sounds so simple and obvious,right, like, use the tools that
you have, um.
But I also love what you'vedone and this is something I've
advocated for since, like thedawn of social media and yes,
I'm older than social media uhmost of us probably are, but I
was like.
Speaker 2 (20:09):
I think I am too 2006 , 2007.
Speaker 1 (20:19):
I mean, 1996 was officially the first social
media network, but it's notaround anymore.
But you have a purpose.
You understand your audience oneach platform and your purpose
on each platform and what thatplatform gets for you.
And I think that that'ssomething that you know, one
good for your clients, that youget that for yourself, because
obviously you get that for themtoo.
But I think that's somethingwhere somebody can take that
(20:43):
advice in any industry or even,like you said, personally, if
you're building your personalbrand, just understand how those
platforms work differently andwho you're talking to.
That's a huge one.
Speaker 4 (20:51):
Yeah, and I want to chime in on that, rich.
And to Caitlin's point earlieruh, don't get too cute with it,
don't overthink it.
Just write it out, post it andthen go on to your next one.
Or go on with your day honestly, and I think you get so caught
up in.
Is this going to be the perfectpost?
Is it edited correctly?
Uh, just forget about all that.
That's coming from a marketingagency owner, I love this quote
(21:14):
80% done is 100% awesome.
Get it done, put it out there,go on to the next one.
Quit overthinking it.
Speaker 1 (21:21):
That's a good one.
The one I've heard always isdone is better than perfect.
Speaker 4 (21:24):
Yes, yes, I love that , and I believe Dan Martell said
the 80% one, so I want to makesure I give credit there.
Speaker 1 (21:31):
Cool.
Yeah, I have no idea who saidDonna's better than perfect.
Speaker 3 (21:34):
So I know it was somebody.
Speaker 1 (21:38):
I was thinking it was Brene Brown, but that doesn't
sound like a Brene Brown thing,I don't think so either.
Speaker 2 (21:42):
Yeah, I really like the progress over perfection as
a recovering perfectionist,permanent eldest daughter, like
there are a lot of things tounpack there, but it is truly
just like.
So much of like my strugglewith with social media is just
(22:03):
getting out of my own way andwanting it to be perfect to like
guarantee that it'll land withsomebody, but that's not like
they're, that's not a guarantee,and so yeah, and the things
that land.
Put it out there and be, yeah,the stuff that does land.
You're like why?
Speaker 3 (22:20):
why was it that you give no effort?
What did I exactly?
Just like throw it out there.
Speaker 2 (22:24):
Yes, yeah, yeah, I had that exact thing.
Speaker 1 (22:29):
Yep, I did that on a post recently and I ended up
ratioing the original posterLike just with a very, very
short snarky comment, but it wasfun, I enjoyed it.
I kept getting notificationsand I'm like what is going on
with this?
And I'm like, oh okay,apparently people are reading
that notifications and I'm likewhat is?
Going on with this and I'm like, oh okay, Apparently people are
reading that post and I toucheda nerve.
(22:49):
So all good.
Speaker 2 (22:52):
Yeah, in addition to like agency owner, former
orthodontics professional,you're also an author, and I
would love to know about thatand how you ended up there.
Speaker 4 (23:08):
Yeah, yeah, it's crazy.
So I published my first book inMarch of 2023.
So a couple of years ago now,and I think it'll help if I back
up even a little bit further onhow and why I decided to do
that.
So in 2021, and this, I think,is important for the delayed
gratification piece, so 2019, Istarted the business.
(23:29):
And then in August 2021, I hadbeen basically working a full
time job and not paying myselfout of the business on purpose,
because I kind of have one shotat this thing.
I want to make sure that if I'mgoing to go full time in my own
business, it'll be ready forwhen I can take that step onto
the boat.
And so, 2021, august 4th, Ipaid myself my first paycheck.
(23:53):
Two years dream.
Then we started it and now it'sactually paying me.
And shortly after that, november2021, thankfully, I fell into a
(24:19):
mastermind group for digitalmarketing agency owners across
the world and they meet threetimes a year in Miami to do an
intensive.
But they also have coaches,templates, programs, everything
you could need and, of course,the community of 300 other
(24:41):
agency owners, and I joined thatthree years ago.
Josh Nelson was the main guythat started it, and that group
has changed my life and I thinkthat's super important with
everything that we talk about,because the book is a part of
their program, of they helpedprovide like a structure and you
should publish a book for yourauthority to get on stage and
(25:04):
speak at conferences, and so,yeah, of course you're like,
yeah, I would love to publish abook, and then they provide you
a good framework and trainings.
And then so what I did withthat and I'd love to dive in
just a little bit here.
He said you guys, for all thosethinking that they want to
write the book right now, getthat out of your head.
You're supposed to write a book.
(25:26):
Like, your first book should bea book.
The next one can be the perfectbook.
And I had been about a year in.
I started in 2022 writing itand it took a long time.
And then he said, luke, youshould have this done in two
weekends.
And so I buckled down and itwas a little longer than that,
but got it done.
And Kindle Direct Publishing youcan publish a book for free,
(25:50):
you can self-publish it, andthen it is amazing.
So I published the book and itgoes on Amazon.
Of course, you can order authorcopies so you can hand them out
to people.
Three bucks a copy.
And then now, anytime somebodygoes on amazon, they can search
the digital dirt world by lukeagabrotten.
Uh, buy the book and they justthey print it, they ship it to
(26:13):
them and they send me a royalty.
Like that's it.
There's no inventory on hand,and it is absolutely amazing.
Speaker 1 (26:21):
The logistics that they provide we're pretty
familiar with that.
We have a book as well.
It's a cocktail recipe book.
I don't know if I have itsitting here.
Sometimes I pull it up but itdisappeared from my desk, Blame
the dogs.
Yeah, we actually did KindleDirect Publishing as well, in
part because we looked at acouple of the printers that we
use and Kindle Direct Publishingwas just cheaper if we only
(26:43):
used it for printing authorcopies.
Yeah, direct publishing wasjust cheaper if we only used it
for printing author copies.
Yeah, um, and we've actually, Ithink we've sold two now.
Um, we're not advertising it.
Speaker 3 (26:50):
We're not putting it out there, although you guys put
it out there on social media,the other day.
Speaker 1 (26:54):
Um, I love it.
But yeah, we'll send you one.
That's one of your, your giftsfor appearing amazing.
Speaker 2 (26:59):
Yeah, thank you once your 75 days are up, right yeah,
for sure.
We're getting the ideas going.
Speaker 1 (27:09):
No, we have the Make it a Mocktail section that gives
you mocktail subs, and it's notalways just go find
non-alcoholic vodka.
Sometimes it's like, oh, thisherbal tea or whatever can be
used in place of this thing.
That was really good.
Charlotte did all that research, I believe.
Speaker 2 (27:26):
If I remember right.
Speaker 1 (27:27):
Yeah, and Zach is officially the author of our
book because he's the producerof the podcast.
I think it has four authors.
Caitlin and I are justmentioned because we're part of
the podcast and we have quotesin there.
Speaker 2 (27:38):
Nice, so yeah, I did nothing but show up here and
read the notes.
Speaker 1 (27:49):
So and it comes back to like you have to write a book
, not the book.
It's back to that 80 done is100 awesome like you're just get
it out there, yeah, um, andalso support, just having people
around you who can support andencourage and kick you in the
butt, right, it'd be like dude,you're overthinking this.
Get it done.
Speaker 4 (28:07):
Yeah.
And everything you look at inour business was help from them
and, for example, our podcast,the Dirtbags podcast.
We just celebrated three yearsand that has taken a life, a
business of its own, but we haveover 130,000 downloads now
since starting it, and itwouldn't have started unless we
(28:31):
quite literally started February2022.
And it sounds silly to say that, but most of us, and similar to
you guys too if you just wouldkeep pushing it off, trying to
find the perfect episodefrequency, it's like like you
just got to say what yourfrequency is going to be and
then run with it and get thatfirst episode out there.
Speaker 1 (28:50):
Yeah, and I think that's a good one.
Like if you listen to some ofour early episodes, the
microphones were completelydifferent.
They weren't super great.
The editing is fine.
Zach did a great job of editingit, but we found extra tools as
we went along the way.
But the information is stillgood and, honestly, the graphics
were the thing that were spoton from the beginning.
The branding was great, butyeah, and I think same thing
(29:15):
with us.
Like you just have to put itout there and if nobody
downloads it, nobody downloadsit.
Speaker 4 (29:19):
It's even better then , because if it is bad and
nobody's listening to it Right,you try again next week.
Speaker 1 (29:25):
Yeah, and if they jump into the later ones, I've
done this with podcasts whereI'm in like the year three, year
four, year five, and then I'mlike I'm going to go back and
listen to the early stuff andyou're like, oh God, they sucked
when they were early, reallybad.
Yeah, that's good.
This theme just keeps coming uplike do it.
And this theme just keepscoming up like do it, get it
(29:46):
done, start it, try it.
And that's like people werelike, why did you guys do a
podcast?
And we're like we've never doneone before and we knew at some
point a client is going to askus to do one.
So I was like, guys, let's comeup with a podcast.
And we did a brainstorm on whatthe name should be and we like
booze, we like to ramble and wedo marketing and we can solve
people's answers and questions.
Speaker 4 (30:06):
So, yes.
Cocktails, tangents and answersthere you go.
Speaker 1 (30:12):
You know what you're getting when you sign up for
this.
Speaker 2 (30:15):
Absolutely.
Speaker 1 (30:27):
We, we put all of our best work into the name and
then figure out the rest afterthe fact, and then they gave
caitlin and I a microphone, or Iguess we gave ourselves
microphones and yeah, we justkind of run with it well I knew
that no one else was gonna signup.
Speaker 2 (30:36):
Yeah, a microphone in their face.
So I volunteered like we have.
Speaker 1 (30:40):
No, she's our extrovert, we have everybody
else is pretty much well.
Speaker 2 (30:44):
Megan is too, but she wasn't here when we started the
podcast.
Speaker 1 (30:47):
That's true, she wasn't, and I hate myself on
camera I'm good with.
I did radio for a long time soI'm okay with my voice and
hearing it, but then Zach's likeyou know for.
Youtube being on camera wouldbe, great and we're like, ah,
but we, I mean we just said,okay, like you know, I'm reading
Shonda Rhimes' Year of yes, andwe just yesed it and said, sure
(31:07):
, let's do a video.
Speaker 2 (31:08):
We'll do what we're told.
Heck, yeah, yeah, yeah.
What is the premise of theDirtbag podcast?
Speaker 4 (31:15):
Yeah, because.
Speaker 2 (31:16):
I just want to sing Teenage Dirtbag oh that's our
theme song, is it really?
Speaker 4 (31:20):
I'm just a teenage dirtbag.
Speaker 2 (31:22):
Is it really?
Do you know the Rustin Kellycover?
I feel like this is going to beup your alley.
Rustin Kelly is a I don't thinkso.
Okay, well, he has a Knowingthat you are like a little bit
younger than I am, but like emomusic had a real, real effect on
(31:43):
my youth.
So he does like a sub genrecalled dirt emo where he like
covers.
So he covered teenage dirt bag,but he's covered like um sand
in my boots and I'm trying tothink like a goo goo doll song
recently, so that's the versionthat I hear, but it seems as
(32:04):
though it might fit reallynicely into the Dirtbags
universe.
Speaker 4 (32:12):
Yeah, I'll definitely check that out, it's like if I
can give you homework.
Speaker 1 (32:17):
His albums are Dirt Emo Volume 1 and Dirt Emo Volume
2.
Speaker 2 (32:24):
They're like both covers, it's all cover.
Those are cover albums.
And then he has like his own.
Speaker 1 (32:30):
Yeah, yes, he is his own like he was married to casey
musgraves for a little while.
Yeah, yeah, I was like I had tolook him up I, I assumed as
much um every time you've givenme musical recommendations.
They've been really great.
Speaker 2 (32:46):
Well, there you go.
Speaker 1 (32:48):
I will listen.
I've got it up here.
I'll listen when we're done.
Speaker 2 (32:51):
Anyway, tell me the premise of the Dirtbags podcast.
There was a question in there.
Speaker 4 (32:56):
Yeah, yeah.
So the Dirtbags podcast andthis actually levels out
perfectly with what we talkedabout earlier.
So Luke Payne, our first everclient in the excavation space,
very forward thinking, he said,luke, we should start a business
that helps provide theresources that these excavation
companies owners need.
And my brain, of course, I pokeholes in everything.
(33:19):
And so I said, yeah, but that'snot just going to be a website.
We ended up and deciding on thepodcast because it's very easy
to build a brand, I would say,and say what you need to say on
a podcast, have guests on toprovide that information, then
build the website from that.
So him and I went into businesstogether.
Dirtbags Media Group is theseparate business because we
(33:39):
knew that we weren't just goingto build a podcast, just because
we knew we wanted it to haverevenue, expenses, scalability,
and so from there we um, builtit up and last fall, uh, and
he's still an amazing friend ofmine, he's still a client of
ours, but he's so, so busy withother things, so I ended up
(33:59):
buying him out and, uh, so nowthe last six months I've been
kind of running it, um, just bymyself, and then we have a
producer and then a couple otherteam members that help with it.
But yeah, we're now 87 episodesin Our main premise of what we
talk about on there is reallyeverything the pain points that
(34:21):
they could need any constructioncompany owner building a
library of pain points andsolving them through episodes,
and so, for example, we mighthave a construction insurance
expert on.
We might have a cash flowexpert on, specifically in
construction, we talk aboutprofit first for construction
companies.
We talk about going fromresidential to commercial
(34:44):
construction.
Yeah, and so really I own amarketing agency and we talk
about marketing probably five to10% of the time on there.
It's very little and reallyeverything else is what's going
on in the industry and how canwe help from a platform
perspective.
So it's been amazing, it's beenan absolute blessing.
And, yeah, we have dirtbagstuning in from now 22 countries.
(35:07):
And, yeah, we have Dirtbagstuning in from now 22 countries.
And it has been so cool toconnect with everyone on the
show.
But then usually we'll meet upat different trade shows.
Speaker 2 (35:16):
So Con Expo it's every three years and people
come in from all over the worldand so we'll do a Dirtbags, meet
up there and get everyonetogether, do some live shows and
(35:42):
just really trying to bring theindustry together with
like-minded people and so likereaching them in their equipment
or their trucks or driving toand from job sites, like that's
such an easy access point forthem when they have, you know,
20 or 30 minutes in betweenthings, right, like yeah, I have
time to sit at a desk and read,but they can tune in and listen
(36:06):
, yeah.
Speaker 4 (36:06):
I'm glad you brought that up because we talk about
that a lot of a lot of our wepublish our episodes two twice a
month on Friday and a lot ofour listeners we publish it
specifically so that they canlisten to it on the drive to the
job site.
And then a lot of our listenerslisten in the excavator or the
(36:28):
skid steer or the dozer and wetalk about that and it's like
that is the culture we're tryingto build.
It's like if you're going to beworking anyway or driving, like
you might as well learnsomething and enjoy it, and so,
uh, a lot of our listeners theywill listen while on the job and
it's just, it's a little bitmore or it's a lot more
educational and um, beneficialfor them instead of just
listening to music a lot oftimes yeah, yeah yeah, it's like
(36:50):
.
Speaker 1 (36:50):
I mean, podcasts are kind of the new radio, like
that's what I listen to in thecar almost all the time now, uh,
that.
And audiobooks, or, as I usedto call them, books on tape
books on tape.
Speaker 2 (37:00):
I know, I know it's like oh god, I'm that old, I'm
driving to doing like a two anda half hour drive tomorrow and
I'm pumped to like catch up onmy back catalog and maybe finish
a book.
I'm like, how, how fast can Ilisten to like, really maximize
that like right to x I can't gopast like I can't.
I can process that fast, but I'mlike I.
(37:21):
I don't retain as much.
I'm like a one.
One and a quarter is really thesweet spot for me.
I'm like one and a half.
Yeah, then I do sometimes havea hard time listening to people
in real life when they're notspeaking at one and I'm like can
we get to the point?
Oh, my God, my attention spanhas been ruined for so many
(37:42):
reasons, but I think that myaudio book speed is one of the
key drivers.
Oh man, yeah.
Speaker 1 (37:51):
This was such a pleasure.
Speaker 2 (37:52):
Thanks for joining us , luke, looking at the time.
Speaker 4 (37:55):
Absolutely.
I'm glad I got to enjoy acocktail with you guys on a
Monday afternoon, absolutelyMiddle of the day, right yeah,
1.30, 2.30.
This is perfect, yeah.
Speaker 1 (38:17):
We're wrapping up our day.
Like it's 4.30-ish here, zach'salready 530.
He's like I need dinner.
He's got to get off this thing.
Wrap it up, right.
Yeah, have a passion for it.
Like you have clearly embraceddirt.
I mean you've even taken theterm dirt bag, which is, like,
generally a negative if you usethat with your friends and it's
(38:39):
a term of endearment for yourlisteners in your industry,
which is amazing.
And then if you're doingmarketing or if you're getting
into business, make sure youraudience has money to spend,
because if they don't, you willgo out of business fast.
Speaker 2 (38:44):
Yeah, pretty quickly Cool.
Speaker 1 (38:45):
If they don't, you will go out of business fast.
Speaker 2 (38:46):
Yeah, pretty quickly, cool, excellent.
We will be back next week withanother episode.
Do we know the theme?
I don't think we do.
It's a surprise, we don't knowthe episode.
Speaker 1 (38:58):
It's a theme, so the one thing with having guests is
like we fit guests in when wecan fit guests in, but where
that's going to slot in theepisode release you know the
last one we pulled way up and Ithink, we're waiting for your
episode of your cocktail choice.
Speaker 2 (39:14):
Oh, that's right, Because I was home with like a
sick kid maybe.
Speaker 1 (39:18):
Yeah, you were.
I think you also had a littlefroggy throat going on too,
probably.
But we'll be back next week.
Speaker 2 (39:23):
Yes, maybe it'll be me, who knows, can't wait.
As always, you can find ouragency at antidote, underscore
71.
If you have a question you'dlike to send our way, you can
visit ctapodcastlive or you canleave us a voice message on our
hotline 402-718-9971.
And your question will mostcertainly make it into a future
(39:45):
episode.
Speaker 1 (39:47):
Yeah, and we'll be sure to have links to Luke's
podcast on here.
So we've got that there fromthe.
Dirtbags podcast.
Super easy to find, though.
Great website, by the way.
I looked it up, thank you.
You can probably hear my typingoccasionally while we were in
here.
So yeah, so you know, give us acall and Luke, like you can
(40:07):
come back anytime you want tolike.
We're happy to talk with youabout marketing or dirt or
cocktails or whatever heck yeahall those things yeah, excellent
, all right.
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