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May 20, 2025 44 mins

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100 Episodes In: What We've Learned, What We're Launching, and Why We’re Still Showing Up

It’s our centennial episode. 100 weeks of eliminating waste, sharing real results, and cheering on the big dreamers.

In this special installment, Brandon and Caleb reflect on the journey so far—what's worked, what’s failed, and what’s made it worth it. 

They also pull back the curtain on the launch of the Maven Marketing Mastermind, a new way for business owners to get behind-the-scenes strategy, structure, and support without the agency price tag.

Whether you've been with us from Episode 1 or you're tuning in for the first time, this is the perfect place to hear what matters most.

In this episode:

  • The marketing myths we’re still busting 100 episodes in
  • Lessons from building a 14,000-subscriber community without ever running an ad
  • A bite-sized recap of our most valuable takeaways across all 100 episodes
  • Why consistency, not creativity, is the secret to sustainable growth
  • Who the Maven Marketing Mastermind is for—and how to join

If you’ve ever felt like you’re doing business alone or wish you had a room to think, test, and get unstuck—this is your invitation.

Join the Mastermind: MavenMethodTraining.com
Get a Free Strategy Audit: MavenMarketingAudit.com

Our Website: https://frankandmaven.com/
Instagram: https://www.instagram.com/frankandmavenmarketing/
TikTok: https://www.tiktok.com/@frankandmaven
Twitter: https://twitter.com/frankandmaven
LinkedIn: https://www.linkedin.com/company/frank-and-maven/

Host: Brandon Welch
Co-Host: Caleb Agee
Executive Producer: Carter Breaux
Audio/Video Producer: Nate the Camera Guy

Episodes Mentioned In This Podcast:

How to Avoid Costly Mistakes and Be More Memorable - https://www.youtube.com/watch?v=v9YvEydjKNo
How to Get Your Customers to Take Action - https://www.youtube.com/watch?v=0Qs1oEARkn4
Is Digital or Traditional Advertising Better? And Does Geofencing Work? - https://www.youtube.com/watch?v=oP1s6uE1TfI
With Word-of-Mouth Referrals, Do You Even Need Advertising? - Maven Marketing Podcast - https://www.youtube.com/watch?v=f8WMbctIAiI
How To Close More Sales with Messaging & Math - https://www.youtube.com/watch?v=srVNpvUbYqE
Should You Use Billboards? The Powers and Pitfalls to Remember - https://www.youtube.com/watch?v=jcv7b21R3RM
How to Rank Higher on Google: What You Need to Know About SEO - Part 1 - https://www.youtube.com/watch?v=Mre_OSDbQDs
How to Rank Higher on Google: What You Need to Know About SEO - Part 2 - https://www.youtube.com/watch?v=A8tz9xjzv5M
How to Recruit Amazing Employees - https://www.youtube.com/watch?v=0EmNOri9InU
What To Do When You Get A Bad Review - https://www.youtube.com/watch?v=fPcZECz4I9I
How To Make Your TV & Radio Ads Stand Out -

Do you have a marketing problem you'd like us to help solve? Send it to MavenMonday@FrankandMaven.com!

Get a copy of our Best-

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Transcript

Episode Transcript

Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Brandon Welch (00:06):
Welcome to the Maven Marketing Podcast.
Today is Maven Monday.
I am Brandon Welch and I amjoined by Caleb Happy freaking.
100 episodes AG.

Caleb Agee (00:17):
Have we really done this 100 times now?
We?

Brandon Welch (00:18):
have done this 100 times Holy cow.
It is our centennial episodeand we are so proud, so happy,
so thankful for all of you whohave made the Maven Marketing
Podcast a thing and made it athing worth showing up for Caleb
.
Why are we here?

Caleb Agee (00:35):
We are here to create a world where
entrepreneurs can confidentlygrow their business without
wasting money on advertising.

Brandon Welch (00:41):
That is why we do this.
We have not accepted a singleadvertisement, although we've
been offered at this point, wehave not made a single offer or
something to sell anybody onhere.
We are here because we areunreasonably excited about
entrepreneurs and just sharingall of the expensive lessons
we've learned along the way,growing multiple hundreds of

(01:02):
companies at this point acrossAmerica.
And if this is your firstepisode, you have a lot of
catching up to do.
Yeah, and we're going to do itfor you today, actually, because
we're going to do, after well,part one and part two, we're
going to cover a little tinychunk, a summary of all 100
episodes so that you can figureout what you've missed out on.

Caleb Agee (01:29):
Because surely you've missed one or two.
If you've been a long timelistener, I mean, if this is
your 100th episode, then youshould just.
You know what.
Wherever you are, you shouldstart clapping.
I don't care if you're drivingright now, just drive with your
knee for a second, give yourselfa cheer.
I can hear jason right now.

Brandon Welch (01:36):
Yeah he's shouting wherever he is yes, um
raj.

Caleb Agee (01:40):
Yeah, brian brian.
Oh yeah, yes, thank you forlistening every time.

Brandon Welch (01:46):
We know there's a lot of you.

Caleb Agee (01:47):
Yeah, we're.
We're missing a lot of peoplebut we are.

Brandon Welch (01:49):
We are nearing the 14,000 subscriber mark,
which is awesome.
It's huge.
Um, when you start a podcast,you think, oh, it's going to be
great, I'm going to get allthese listeners, and people are
going to be calling in andgiving you, you know, feedback
all the time.
It doesn't happen like that notusually not quick enough anyway
and so my advice would be tonot overestimate what you can do

(02:14):
in two months and underestimatewhat can happen in two years.

Caleb Agee (02:15):
Our friend Alex says don't look at anything.
Any of the data, any of thenumbers for a year.
Yes, and she's helped peoplelaunch some pretty big podcasts.
Yeah, she's launched some bigones.

Brandon Welch (02:25):
She's friends with a little guy you might know
by the name of Donald Milleryeah, rory Baden.
Yeah, she works with some bigboys.
But hey, we are here, episode100.
And today we are going to giveyou a bite-sized version.
I think this is actually goingto be really valuable because
these are like bullet pointed dothis, not this boom, next

(02:45):
episode, and then if you want tohear more about that topic,
you're going to go back andclick in the comments.
Here we have episodes onethrough 100 that you can click
on and just go back to thatsummary.
But most of all, today is aboutgratitude, looking back, and
then we're going to talk alittle bit about what's going on
.
Today is the day we launch theMaven Marketing Mastermind,

(03:07):
where, if you have enjoyed thiscontent, if you found anything
we've done valuable and you'vesaid you know what, I wonder if
I could get a little more.
I wonder if you could be in theroom with the strategists here
that are growing companies by 10, 20x using the Maven method and
using what we've learned atFrank and Maven.
But maybe you're not ready foran agency or maybe the timing
just isn't right for us to workas a one-on-one together.

(03:29):
We have a way today that youcan sign up to be in the Maven
Marketing Mastermind and get agroup consult.
We are bringing business ownerstogether from all over America
to talk about the best marketingtactics, the best messaging,
the best promotions, bestculture.
How do we hire great people?

(03:49):
How do we improve our salesteams?
We're going to have some peoplein the group that are
transitioning businesses fromfirst generation to second
generation.
I've built this $20, $30, $40million business.
Now what do I do with it?
That is going to be abi-monthly opportunity for you
to show up in our team that isgrowing companies at the highest

(04:13):
levels.
We're going to talk togetherand you're going to be able to
do that for a very, very lowmonthly subscription versus the
substantial amount sometimes itrequires to work at the level we
work.
So we are so excited about that.
I've promised it.
I've lied multiple times aboutit being launched.
It takes a lot to get somethinglike this together.

(04:33):
Uh, but how can they join that?

Caleb Agee (04:34):
Yeah, you can go to mavenmethodtrainingcom.
And the first uh, if you signup today, all of the first, how
many members is it 20.
?
Yeah, the first 20 that sign uptoday, all of the first how
many are we doing?

Brandon Welch (04:45):
Is it 20?

Caleb Agee (04:46):
Yeah, the first 20 that sign up will get lifetime
founding member discount of $99a month.
Yes, forever.

Brandon Welch (04:55):
That's getting access to a team who's grown
owner-operated companies acrossAmerica by literally millions
and millions of dollars.
Some of them have gone fromlike having to work every day to
literally living in passiveincome.
And it's not like a bigget-rich-quick scheme, but we're
going to teach you how to tuneyour business and the way we've

(05:16):
done this and I've been doingthis personally for over 15
years in a real way, and if youwant to count some years in
family business before that, itwould be upwards of 20.
And we have team members herethat are working just with some
incredible companies who havelet us experiment on their dime
so that you don't have to.
And we're going to be giving youour best takeaways from that

(05:38):
every month, and you get to bepart of that.
So that'smavenmethodtrainingcom, and we
can't wait to see you there andwe're going wait to see you
there?
Yeah, and we're going to launchthat.
The first session will actuallybe in June.
But, if you sign up in the nexttwo weeks or I guess, the
remainder of May you'll get that$99 intro price.
That's for the first 20 that doit, and there's already a

(06:00):
handful that are in there, soyou better get to it.
So, hey, if you haven't figuredit out, this is the place where
we help you eliminate waste inadvertising, grow your business
and achieve the big dream and itis such a big part of our big
dream to help you do thosethings that we're going to recap
how we've done that over thelast almost two years and 100

(06:22):
times of showing up in this roomon these microphones and giving
you our very best.
So we're just going to go downthe list in tandem.
You want to start with numberone, or do you want me to?

Caleb Agee (06:33):
I can start it yeah.
We're going to hit each episodeand just one quick takeaway
from each one and buckle in.
Here we go.
Episode one how to avoid costlymistakes and be more memorable.
Uh, the takeaway is stoptalking about your product,
product, product.
Just be human.
Entertain people whiledemonstrating the better life

(06:54):
you can give them.
One day, when they need whatyou do, they will choose you
over your competitors you knowwhat?

Brandon Welch (07:01):
I went back and listened to that episode.
It's better than I thought.

Caleb Agee (07:05):
Yeah.

Brandon Welch (07:05):
But you are such a good podcaster now.
I'm so proud of how you havegrown I don't know if I have
Well, it felt like a that wasn'ta deal.

Caleb Agee (07:15):
You really had a lot of room to grow.
Let me be very, very clear.

Brandon Welch (07:21):
Like I'm going.
I'm about the same amount ofgoofy, but you have continued to
level us up.

Caleb Agee (07:28):
Oh well, thank you.

Brandon Welch (07:29):
And so.

Caleb Agee (07:31):
You're so much better than you were back then
too.
I didn't listen to it today,but I'm just kidding.

Brandon Welch (07:36):
The room has definitely gotten better.
We've improved since then.
So we promised we were goingthrough these fast, but episode
one was way better than Ithought it would have been.
Having going through these fast, but episode one was way better
than I thought it would havebeen having a hundred points of
experience on it now.
So, hey, number two was how toget your customers to take
action.
If you want today customerswe've talked about today,
tomorrow and yesterday customerson this at length you must use

(07:59):
a today strategy.
Don't just run an ad and, justbecause you're flapping your
jaws about things, expectcustomers to come.
You must write an ad that, atits foundational level, has an
offer or some sort of promisethat you can save them time,
money or hassle.

Caleb Agee (08:15):
Don't run informational ads and expect
everyone to start buying justbecause Episode three was oh,
this is a great question isdigital or traditional
advertising better?
And does geofencing work?
And does geofencing work?
And does geofencing work?
It's a long title, but thatfirst chunk digital or
traditional?
Here's our takeaway If you wantto become the leader, charge

(08:35):
more money and have moreprofitable customers.
Traditional broad audience willmake you famous faster and
cheaper, but it'll take a minute.
If you need to target thebuyers at the finish line right
now, targeting on search andsocial would be your weapons of
choice.
Geo fencing is oversold and itdoesn't do what people selling
you, selling it say that it does.

Brandon Welch (08:56):
Yeah yeah, we made some people mad on that
episode Three.
Three episodes out of the gate,but go listen to that one.
Yeah, packed with practicalvalue.
Number four was word-of-mouthreferrals.
Do you even need advertising?
With word-of-mouth referrals doyou even need advertising?
And we said advertising is atax for being unremarkable.
If you are remarkable, you maynot need advertising, says the

(09:18):
advertising agency.
Isn't that wild.
You may not need it becauseyour market will make you
successful.
But you will only grow as fastas word of mouth travels to
people who need you now.
So you will have a lid on yourgrowth.
If you are depending on that,it is possible, but you will
have a lid on it If you want itto happen faster.

Caleb Agee (09:41):
Advertising and a good plan will help it happen
sooner.
Episode five was Episode fivehow to close more sales with
messaging and math.
Sales is a numbers game.
Every no is a stepping stone tosomeone who will say yes.
If you want to take fewer stepsto the yes, then improve your
message.
The clearer you are about howyou can change your life their
life the fewer the no's we'lltake, the fewer no's it will

(10:05):
take.
That was a really good one,because we actually talked about
how to just deconstruct yoursales game, every fall off point
along the way and where you canovercome objections.

Brandon Welch (10:16):
There's four ways your sale can fail.

Caleb Agee (10:20):
There you go.
That's a good episode.
Title Four ways for your saleto fail.

Brandon Welch (10:22):
That'll be on the list in the next episode, just
how to address every part ofthat failure.
So number six, big giantquestion that we still get often
Should you use billboards thepowers and the pitfalls to
remember?
So we talked about if you're amemorable company, billboards
can make you more memorable.
It's pretty hard to make youmemorable just because you're

(10:45):
billboards.
You can do, you can get luckysometimes and have some really
wild, wacky creative, but you'regoing to have to be really good
in that copywriting and somelike I'm thinking of the Fudge
Uranus, fudge Factory billboards.
I can remember those they'rememorable because they're
billboards and there's a coupleother examples of that and, by
all means, if you have a goodconcept, there could be an

(11:06):
exception to this rule, butbillboards tend to work best
when they're aiding anothermedia who has already made you
famous.

Caleb Agee (11:11):
Yep.

Brandon Welch (11:12):
And when you have audio and visual of TV and
radio and a lot more words and alot more time like 30-second
ads, it tends to be easier tomake yourself famous and
well-known.

Caleb Agee (11:24):
And then the billboards on top of that can
aid that creative Yep.
All right.
Numbers seven and eight was atwo-part episode how to rank
higher on Google.
What you need to know about SEO.
That was a strong episode.
Big takeaway don't get sold anSEO package.
Most people do.
Most are a waste becausethey're addressing things that
don't actually affect searchengine ranking.

(11:45):
Understand what SEO is, whichis 200 factors that could all be
affected, and get a reallyclear scope about what your
agency or your SEO nerd is doing.

Brandon Welch (11:57):
Yep, you want to understand why you're weak in
SEO and then are you doingsomething to affect that, not
just a shallow bag of tricksthat you pay up?

Caleb Agee (12:06):
It's not the first place I'd spend $1,000.
I'll tell you that yeah.

Brandon Welch (12:10):
If you're going to spend $1,000, you're probably
not doing enough, so make sureyou need it first.
Though.
Hey, number nine was how torecruit amazing employees, not
to be confused with accruitingthem.
Don't write job descriptions.
Write recruiting ads.
There's a big difference.
The best ads talk about yourcustomer or, in this case, your

(12:31):
future employee is the customerand very little about you and
your company.
Most job ads do the exactopposite of that.
They talk all about the companyand the position, but what you
want to do instead is talk aboutthe person, person, person.
Give them purpose, demonstratethe purpose that they're going
to have in the job, and then askthem to show you some proof
that they're the right personwith a hook.

(12:52):
If you do the things we did inthis episode, you will find it
remarkably easier to attractawesome people, and, frankly,
you can use those same tacticsto attract awesome customers,
but that we value alignedinstead of just a bunch of
shotgun.
You know clickers, that rapidfire on Indeed and then make you
mad because they don't show upto the job interview Number 10,

(13:13):
what to do when you get a badreview.

Caleb Agee (13:15):
This is a great one.
I send it to people all thetime because they need it.
Bad reviews can be a good thing.
It's a great opportunity tohelp a customer see a better
version of themselves with yourproduct.

Brandon Welch (13:29):
Yeah.

Caleb Agee (13:29):
So people can smell the crazy through the bad review
.
Respond well and keep yourreputation strong, even though
that seems like a mark againstyour reputation.
Your response is all the moreSays more about you than All the
more yeah.

Brandon Welch (13:44):
You want like an average of a 4.8 or 4.9, with
people being able to see oh, whowere the crazies.
They click on the one stars andthen they saw your brilliant
response to them.
That's stronger than some fakelooking five stars, squeaky
clean.
Episode number 11 was how tomake your TV and radio ads stand
out.
Short but simple adviceEntertain, entertain.

(14:07):
Entertain the more you areentertaining with your ads by
being different.
Don't try to make your adssound like ads.
Try to make them sound likesitcoms and you will be
tremendously successful.

Caleb Agee (14:19):
Number 12, how to build a tribe of extremely loyal
customers, Add value justbecause Support them with the
same intensity you would a brandnew customer and build a tribal
bond with events, language,swag, celebrations and brand
rituals that only they can be apart of.

Brandon Welch (14:36):
Yeah yeah, treat your old ones better than your
new ones, right?
Or just as good as your newones.
Number 13 was is emailmarketing your most powerful
sales tool?
Is email marketing your mostpowerful sales tool?
Most companies obsess over thenew customer, which costs on
average, eight times more togain than a repeat or referral
customer.

(14:57):
If you're just advertising fornew customers, that's generally
eight times more expensive.
You could get a cheapercustomer if you would just focus
on them, and we talked in thatepisode about how companies even
doing $50 to $100 million comein here obsessing over our ways
to get them new business andit's like you haven't even
maximized your whole list.
So we often start there withthe yesterday customer, the

(15:20):
yesterday customer and, contraryto what you believe or what
you're afraid of, email is stillthe way, way, way most powerful
tool by far for getting repeatbusiness.
And don't be afraid to send toomany emails.
As long as you're interestingor valuable, you can send as
many as you want, even multiplesper day, and you will not get
unsubscribed.

Caleb Agee (15:39):
All right.
Episodes 14 and 15 were a two12 skills.
You need to close more sales,uh.
So I'm going to read just thenames of the 12 skills for you.
Number one, the milk route tonews drop.
Three saw this thought of youfor the inside champion.
Five, the problem solver.
Six, the spectacular.

(16:00):
Seven, the birthday eight.
Eight, the power question.
Nine, the three yeses.
Ten, the referral.
Eleven, becoming the customer.
And twelve, the math guys.

Brandon Welch (16:13):
those are like those tactics made me capable at
a at a very young age in sales,able to sell millions and
millions of dollars worth of B2Bservices.
If you can apply those withyour sales team, I know you'll
see fruit there.
Every time we teach that,that's probably the most popular

(16:34):
thing I teach outside of justmarketing is that you know, and
guest speaking gigs and stufflike that I always get feedback
that, like one of those thingsmade some huge impact on the
sales team.
So, um, that was my very beststuff from all the years of
selling and coaching.
So, um, number 16, are youmissing the boat with AI in your

(16:56):
marketing?

Caleb Agee (16:57):
We wrote that like uh gosh a year, a year and a
half ago.

Brandon Welch (17:02):
And I was like, ooh, is that one outdated?
Have we proved ourselves wrongyet?
And I would still say it'saccurate.
We talked about what AI can dowith marketing, data finding
trends, modeling your avatar,doing research, very, very, very
good at those things, and it is100% better than you could do
it yourself.
What it cannot do better thanyou or a skilled writer is

(17:34):
create original copywriting,original hooks, original ideas
that are so closely related toyou and your value and the way,
period of time and asking youpointed questions.
That's the only way you'd beable to do what you can actually
do better, which is createoriginal campaigns.
So, yes, by all means, leverageit for data.
Don't fire your creative guysyet.

Caleb Agee (17:55):
That's right, Yet Number 17.
Should you move your TV budgetto YouTube?
Biggest takeaway here know whatyou're paying to reach 1,000
people daily, or that's alsocalled a CPM.
You'll hear that in a laterepisode we dug straight into
CPMs.

Brandon Welch (18:12):
A few years ago, the answer would have been heck,
no, it can't do.
Youtube can't do what TV can do.
Now the answer is kind of, butnot really.
It's going to become.
There'll be a point where it'sa toss up, I believe.
I think we're still five yearsaway from that, ish.
And then there'll be a timewhere I think YouTube overtakes

(18:32):
the efficiency of broadcast TV,and that's.
I've said it for years andyears and years and years.
There will be a day thathappens and I was like I don't
know when.
It would be A lot of people.

Caleb Agee (18:41):
The misconception a lot of people have is that it's
already passed, that it passedfive years ago and the reality
is or 10 years ago, maybe.
Nobody watches TV anymore.
We have made so many companiesmillions of dollars with
broadcast television.

Brandon Welch (18:53):
And we still are it still is happening.

Caleb Agee (18:55):
It's still viable.

Brandon Welch (18:56):
Particularly if you are selling to homeowners or
people that are middle age tobaby boomer age.
They still have more money inthe American economy right now
and they are still the ones thatare most likely to spend it on
high ticket items.
If you were selling somethingthat is exclusive to a younger

(19:17):
demo, I'd have a lot to sayabout that.
Probably Facebook and or sorry,probably Meta and YouTube are
going to be your side door tothat, but for most
owner-operated companies andservice companies, tv still wins
.
We may be singing a differenttune in a couple of years when
we're on episode 200.
We'll see, yeah, but that'sstill the case.

(19:40):
Number 20 sorry, number 18 washow to get the best deal on TV
and radio advertising.
With our good friend Megan, wetalked about all the ways that
media is just a commodity.
You can get caught up in theshiny objects.
You can get caught up in theseeing yourself on programs that

(20:00):
you watch or your friends watch.
You can get caught up on a lotof the emotional side of buying
that, and we just lay out thesimple math for how to bring it
down to a commodity because, atthe end of the day, the real
reason you're paying a mediastation is for it to deliver
your message to as many peopleas you possibly can, and we
talked about using cost perpoint and cost per thousand

(20:23):
measurements to negotiate medialike it's the price of gas, so
the more people you can buy foryour dollar, the more valuable
it is.
And then we also shared somereally awesome tactics for how
to get freebies with your TV orradio station.

Caleb Agee (20:39):
Yeah, Episode 20, how to Build an Incredible
Business with your Spouse,featuring Randy and Dee Milby
Brandon.
Our 20, how to Build anIncredible Business with your
Spouse, featuring Randy and DMilby Brandon.
Our good friends Interviewedthem.
The big takeaway from themshared vision and purpose is
everything.
Know your roles and stay inyour lane.
Always start the day asking howto fill each other's tank and

(20:59):
you will go far.

Brandon Welch (21:01):
Amen to that.
Number 21 was how to write moreeffective ads in 2024.
It still works for 2025.
I double checked.
Number one was stop being anarcissist and talking about
yourself.
Talk about the customer,customer, customer.
It's not about your product,it's about the outcome that they
have.
It's how you change their lifeand if you want a fail proof way
to do that, fill yourcustomers' needs, explain how

(21:24):
you'll eliminate their pain,overcome their fears and fulfill
a hope or dream that they have.
Pick one of those things to doin your ad and leave all the
other crap about you out and youwill go far.

Caleb Agee (21:35):
Number 22, how to steal market share in 2024.
Still true today.
Become the one they know likeand trust before the sale and
you will steal.
You'll steal little pieces ofthe pie from every competitor in
town.

Brandon Welch (21:48):
Yep, because every competitor in town is
waiting at the finish line forthem, they're catching them all,
but you're going to win themover months and years and
decades before.

Caleb Agee (21:56):
Yep, that is the.
It's also the cheapest way,long-term, in the cheapest way,
to earn customers.
Do this for a long time.
You'll be the 900-pound gorillathat nobody can take down, not
even Google or the big boxstores.

Brandon Welch (22:10):
You're probably 900 pounds because you've been
eating all that pie.
That's right Stealing that pie.

Caleb Agee (22:13):
Stealing that pie.

Brandon Welch (22:14):
Number 23 was why strong values are the secret to
huge results, featuring my goodfriend, dr Steve Rice, who is
leading a multi-generationcompany that continues to grow
and be a spectacle in theirindustry in the eye care
industry and he demonstrated whystrong values are the secret to

(22:35):
attracting the right customersand the right team members.
Even when you're dealing withhundreds of employees and people
a day, like he is Um.
Even when you're dealing withhundreds of employees and people
a day like he is um, you willmake so much more money by being
true to your values and justcommunicating those well than
you will trying to hack it withsome other you know thing on the
PNL, like even marketing orcost cutting.

(22:56):
If you just focus on cultureand values, all the other stuff
falls behind that.

Caleb Agee (23:00):
Episode 24 was five questions to guide your
strategic plan.
I can do it Strategic plan in2024.
I'm going to read thosequestions for you.
You can guide your strategicplan right here in the middle of
25.
Question number one how didyour team win in work and in
life?
Question two what challengedyou?
Question three what's the bigdream?

(23:21):
Brandon's favorite question wehave a flag in the office.
Question four your life andyour business are exactly as
they'd hoped they'd be at theend of this year.
What had to happen to make thattrue?
Question five are you committed, consistent and coachable?

Brandon Welch (23:39):
I remember that episode.
We had breakouts for how toachieve each one of those things
.
Most people that listened tothat texted me and said, oh,
this, you know, one specificthing in there was like really
the thing that helped themclarify, and it could be any one
of those five questions butthere were actually Caleb put
those together, but they werereally, really powerful.
That's a great episode to goback and listen to if you find
yourself stuck or just kind ofout of steam.

(23:59):
Number 25 was how to turn yourrevenue goals into a marketing
plan Probably the mostclarifying episode I think we've
done, because we talk a lotabout big principles and
strategies and it's like no,here's exactly how to turn that
into a budget.
We talked about how to acquireyour cost per customer
acquisition.
So what does it cost for you toacquire a new customer?

(24:22):
That math alone is prettyfreeing to understand.
Okay, well, if it costs me thismuch to acquire a customer,
then how many can I afford tobuy this year?
And there's some nuances to howto do that, but they're all in
that episode.
We also talked about how toassess the headwinds in the
competition, because there aremultiple variables that speak to

(24:45):
how you should create yourmarketing plan and your budget,
but that all led to how tocreate the marketing budget that
you can afford to be the mostrepetitive with the largest
group of people over and overagain.
So that's a really fun and coolepisode If you're meddling in
really big ideas but you want toput rubber to the road.
Episode 25 would be great foryou.

Caleb Agee (25:04):
Episode 26,.
Should you buy a Superbowl ad?
So we talked about.
This really applies to all whatwe call maybe special
programming or like little extrapackages could be.
You know, the Derby was a fewweeks ago.
It could be the parade atThanksgiving, right?
Any any special thing are ourmentality around?
That is, you should only buythose after you've built a core

(25:26):
foundational schedule.
If you're buying in broadcastspecifically, you should have
that foundation laid and it isfirm and it is strong.
These things are bonuses whenyou want to reach into a
different audience or adifferent set of times.
And then the other takeaway iswhen you do something special,
bring a message that is alsospecial.
Yes, Don't just do it becauseyou do it.

(25:49):
Yep, Make it special.

Brandon Welch (25:51):
Also still relevant for 2025.
We talked about what you needto know about Google ads in 2024
.
We brought on our good friend,ryan Baker, uh, who deals with
some mega, mega uh brands and uhand online advertising spend,
and I don't want to get toonerdy on the overview, but the
biggest thing is you want toavoid all the shiny buttons that

(26:13):
Google is trying to get you toclick to let them automate your
campaigns.
Do that with extreme cautionand especially don't click them
if you don't know what Google isgoing to do with that money.
Because they're trying tocreate I'll just say it fake
inventory or less valuableinventory.
That they spread your money outaround with things like PMACs

(26:33):
and smart campaigns, which arereally dumb campaigns, and just
focus on the good, old-fashionedsearch you show up for, trying
to meet somebody's need thatthey've searched for, and then
make your landing page and yourad text.
Do everything possible toassure them that you can offer
them a better life.
If you stick to that, you'll begood.

Caleb Agee (26:52):
Had to talk about that this morning.
Still agencies out therepushing performance max
campaigns.

Brandon Welch (26:58):
They should not be.
Yeah, it looks good on adashboard.

Caleb Agee (27:02):
It's the laziest and easiest one to manage.

Brandon Welch (27:05):
I'll tell you that you can charge a lot of
money and not do anything.
If we didn't care aboutentrepreneurs, that's what we'd
be doing.

Caleb Agee (27:09):
Yeah, all right, number 29.
No wait, am I on the right one?
I lied 28,.
10 tactics for growth in 2024.
Growth in 2024, and anywhere,will come from doubling down on
fundamentals, clear messaging,consistent follow-up and
choosing a few tactics that youwill execute with excellence.

Brandon Welch (27:31):
Yeah, fill one glass at a time.
Number 29,.
Episode 29 was six marketingtrends you need to be aware of
this year.
You need to be aware of thisyear we talked about really the
biggest push in a world of shinyobjects and targeting, and this
is a time where meta and Googlewere both changing a lot of

(27:55):
things.
Just be human.
Every platform, ultimately, isrewarding humanness, and every
human, especially, is rewardinghumanness, and so be cautious of
automation and complexity inyour marketing and just take it
back down to the basics.

Caleb Agee (28:14):
Stay in the New Year momentum or if you have any
rally cry at any time of theyear, it requires rallying your
team around a clear focus,celebrating small wins and
reinforcing shared goalsconsistently.

Brandon Welch (28:30):
Yeah, number 31 is how to draw a huge crowd at
your trade show booth.
We gave you some out-of-the-boxtactics for getting a line out
the door In a room full ofbooths that kind of look the
same.
These wacky things will helpyou be the one that people came
by not just because of yourproduct, but came by because you
were doing something that addedvalue to them.

(28:52):
And there's just a ton of we'vedone for all the advertising
we've done.
We've done a ton of tradeshow-related things over the
years and we just decided, hey,let's give that stuff away.
Hey, I'm going to have you dothis next one.
Okay, yeah, 10 years was anoverview of our agency and with
my wife my other partner in life.
Yes, besides Caleb, we did apart one and part two just

(29:16):
looking back at all the thingswe learned starting this
business when we were like 24 or25 and what we'd learned.
And here are a couple of thetop takeaways.
It's a blur.
It's going to be a blur Ifyou're starting a business.
Just get over that.
That's what you signed up for.
You are going to have tosacrifice your personal life to
some degree, at least for aseason.

(29:37):
That was a many-year season forValerie and I.
With that, don't forget to drivearound the block.
That is something that Ilearned.
There is this group of peopleat your home that you left this
morning, that didn't see you,probably before you left, and
then you're going to go get beatup by the world.
It's going to be exhilarating,it's going to be an adventure,

(29:58):
but you're going to come homejust bamboozled and do not let
them get that version of youwhen you walk in the door.
Drive around the block, turnoff the radio, turn off the
phone, collect yourself so thatwhen you walk in, they see the
best version of you that they'vebeen dreaming of all day, not
the one that's worn out.
Um, all of our advice couldprobably be worn or sorry.

(30:20):
Um boiled down to um, your bodyand your spirit and just your
like, your mental health.
Those are your tools.
And even when you're operatingat 150% of yourself and you're
full of energy because you're anew business, the more you take
care of those things, uh, themore leverage and the more room
you're going to have in yourtank.

(30:40):
And then, if you guard yourtime, it's 100 times more
valuable than money.
You will get farther faster.
That was value-packed.
I have to say that because it'slike my everything on that
episode.
But those two episodes were, Ithink, special and you get to
hear some pretty raw stuff.

Caleb Agee (30:59):
Yeah, all right.
Episode 34, how to build asocial media presence for your
business.
Be friends first.
Hey friend, entertain, have funand give them the kind of thing
they would be looking for whenthey're scrolling.
Yep, not the kind of thing theywould be looking for when
they're scrolling.

Brandon Welch (31:13):
Yep, not the kind of thing you want them to be
looking for.
Exactly Number 35 was from aone-man show to a
multimillion-dollar businesswith my friend and one of the
original it's client numberthree at FrankenMaven, mr Tyler
Smith and Ashley Smith, and wejust talked about.
It was kind of more one ofthose entrepreneurial episodes
Like what does it take to gofrom being he was a guy with a
tool belt and now he has a multi, multi, multi-million dollar um

(31:36):
?

Caleb Agee (31:37):
empire.
Really he's taking over, yeah.

Brandon Welch (31:39):
He's taken over Georgia and he's one of the
spectacles in his industry andhe's living the dream and he
just shared some really raw andreal stuff about what you go
through to get there.

Caleb Agee (31:48):
Yeah, uh, episode get there.
Yeah.
Episode 36, how to increaseyour website leads without
spending a penny.
Every entrepreneur loves thisone.
Answer the questions yourcustomer is asking.

Brandon Welch (32:01):
Go to the person who's answering your phone.
So your job for the next threeweeks is to write down every
question you hear and then let'smake sure we answer it on the
website before they ever have achance to scroll.

Caleb Agee (32:09):
Yes, there were like five or six really good ways,
but that was one of thetakeaways.

Brandon Welch (32:13):
Yeah, yep, conversion rates everything.
Number 37 was timing andtenacity inside the mind of a
three-time, eight-figure CEOwith my good friend, nick Gordon
.
This guy is a machine.
He has built three businesses.
The last one went over 100million.
He has bought, he has sold, hehas trained, he has hired and

(32:34):
he's fired hundreds of timesmore than most people.
Uh, that I know and uh he.
He said very simply there'sonly two reasons people stop
doing business with you.
One is you stop talking to them.
Or two, you did a bad job andit's like really drop that mic,
drop that mic.
And uh, yeah, you need to golisten to that one.

Caleb Agee (32:51):
He's a machine.
Yeah, it's a good one.
Episode 38, how to calculatethe ROI of sponsorships.
To calculate the ROI onsponsorships, tie every dollar
spent to really a clear goalwhen you go to a sponsorship.
There are vast different typesof sponsorships, but what do you
expect?
It's really strategy comesfirst, what do you expect from

(33:12):
it, and then measure that.
And then we also talked at theend of that, which I think is
really important.
There's a different, you knowphilanthropic, type of
sponsorship.
Expect nothing from that.
Yeah, that's the roi is you arebeing generous and there the
return is for somebody else andthat's okay such a great thing.

Brandon Welch (33:30):
Yeah, you should do sponsorships for the for.
Yes, it's just learning how towrap your mind around what
they're for.
Yep, we talked about you don'tneed more leads in episode 39.
You don't need more leads,caleb.
That was a edgy title.
Got us lots of clicks Inside.
After the click, you learnedyou don't need more leads, you
just need to convert the onesyou already have better by

(33:52):
improving your customer journeyand follow-up.
And we had literally aworld-renowned expert.
He's worked for the biggestbrands Apple, nike, all that
stuff.
Jason Friedman took us througha roadmap.
There's a pretty cool freebie.
I think it's still live in thenotes there.
I hope you walk through thatprocess.

Caleb Agee (34:07):
Awesome, episode 40, five ways to make your Facebook
ads more profitable.
With Leslie Clark joining in,she's so brilliant.
She reminds us that thecustomer is the star, not your
product?

Brandon Welch (34:20):
Yep, do that.
Just ask yourself that questionbefore you launch any Facebook
ad and you'll probably besuccessful.
41 was how to double yourbusiness without advertising,
featuring Alec Palen, thirdgeneration leader of a regional
really a national company in themusic space In probably the

(34:41):
most changing industry I canthink of.
He is obsessed about thecustomer experience and he asked
the question how many teethwill your people see when you
walk in the door?
And if you can just make themfeel good, you can weather any
of the changes.
And they are certainly doingthat and thriving.

Caleb Agee (34:58):
That's not a slight to your dental plan, no, that's
more.
You know.
Smiles Training yes, okay,episode 42, three facets of
unstoppable country culture,company culture they would work
for a country too.
I think.
A strong company culture startswith process clarity, daily

(35:18):
celebration of wins and aleadership team that sets the
emotional tone.
Love it, I love it.

Brandon Welch (35:24):
43 was the three types of customers.
We talk all about them.
They're pretty much woven intoevery episode.
It's woven in everything we dohere and all the results that we
get, but we just broke themdown.
Every marketing plan yourmarketing plan, in fact should
have an answer for the threetypes of customers.
That, of course, is the todaycustomer, the tomorrow customer
and the yesterday customer.
That's been called.

(35:45):
The most valuable thing aboutour agency is that we teach that
.
We incorporate it into ourmethods and it's just.
It's.

Caleb Agee (35:52):
It's embarrassingly simple, but it is tremendously
grounding for any marketingdecision it is um episode 44 how
to write ads that everyone willlisten to.
To write ads that peopleactually listen to, focus on
speaking directly to theirproblems and make your message
sound like a real humanconversation.
Oh, there's a novel idea, yeah,uh, read it out loud.
And if it doesn't sound like areal human conversation, oh,

(36:12):
there's a novel idea, yeah, readit out loud.
And if it doesn't sound likesomething you would say, then,
unless it doesn't sound likethat because it's fun, if it
doesn't sound like right, I meanyou could have a Unless you are
fun.
Yeah, unless it sounds likesomething a character in a TV
show would say but if it soundslike a robot or sounds like an
ad, that's called ad speak andyou want to kill it.

Brandon Welch (36:33):
You don't like it .
Yeah, a number 45 was threedigital marketing trends you
need to be aware of.
Really, this has only gottenmore rampant and you just need
to be shorter, faster and morecreative, like just more
creatives in the mix, notletting one ad just get stale
over time.

(36:53):
Uh, that was a big takeawayfrom episode 45.

Caleb Agee (36:56):
Yeah, Episode 46, how to know if you need a new
website.
This is a question we get a lotUm.
One takeaway from it If yourweb is, if your website isn't
clearly guiding visitors to takeaction or reflecting your
brand's value, it's probablytime for an upgrade.
So if I can change the logo onthe website and the name and
everything else works, you needa new website.

Brandon Welch (37:20):
It's real.
Yep, that's real, that's good.
Number 47 was why your leadsaren't converting into sales and
how to fix it.
Leads don't convert when yourmessaging doesn't match the
stage in their buying journey.
This is happening right now inyour business, I promise
somewhere, and it's because weforget to take off our hats and

(37:42):
just get in the customer's shoesand just see where they are and
what they would most likely beconcerned about now.
And it's not hard, it's verymuch common sense, and so that's
more about breaking down thesales process and diagnosing
where it's going wrong and howto fix your messaging, ie, your
sales scripts or your sales nextsteps or something about your

(38:04):
customer experience to fix it.

Caleb Agee (38:06):
Number 48, why your organic website traffic is down
in 2024.
It's down big time and it'sgoing to keep going down.
I'm just going to say that as ablanket statement.
Our last week's episode wasabout AI.
It is replacing a lot oforganic search.
Um, AI search is notnecessarily a category in Google

(38:27):
analytics.

Brandon Welch (38:27):
Yeah, also, google has put like nine more
positions that are paidpositions and they're favoring
national sites.
They really don't want yoursilly little local website to
rank, if they can help it.

Caleb Agee (38:39):
The big thing in 2024 that everybody started
noticing anybody who had beencreating content at mass and
mass form for the sake ofranking and not for the sake of
a customer got penalized.
Big time starting in March andthey have had that was their big
update ranking and not for thesake of a customer, got
penalized big time, starting inmarch and they have had that was
their big update and they'vehad micro updates, uh, every two
months, including last month soif you've been writing empty

(39:00):
words and just filling yourwebsite with junk if it hasn't
already, you know hurt you.

Brandon Welch (39:06):
It's going to yep certainly isn't helping.
At least rewrite that contentand make it as so helpful your
grandma would find it helpfulright.
Mm-hmm Number 49 was how tohold your digital ad agency
accountable.
Hmm, rocks thrown yeah, shotsfired Bring it on.

(39:29):
Guys, we're in a space that istremendously complex

(39:59):
no-transcript and the engagementpart, because that should just
be a byproduct of doing reallygood strategy.
And we just talked about how toavoid those, because there's a
lot of them right now.
I know somebody's listening andyou've been writing the check
and you're like man, I don't seethis going.
But they, you show up to themeetings and they're throwing

(40:20):
pizza parties and telling you,hey, it's awesome, it's great on
our end, but you're not seeingit or feeling it and your
profitability or your you know,um, your customer counts, and we
just hate that.
And so we gave you the tools tohold them accountable, and
hopefully it makes them better.
We want them to learn.
When crucial conversationshappen, everybody comes out
better.

(40:40):
That's right, and so number 49is a great, great episode.
If you've ever been miffed orburnt out by an ad agency or
other marketing person and it'snot that they're bad people,
they're probably lacking alittle bit of business savvy.
And it's not that they're badpeople, they're probably lacking
a little bit of business savvy.
And you, too, need to learn howto share goals instead of being
on different sheets of music.

Caleb Agee (40:59):
That's right Number 50,.
Five ads that are killing it,and why so?
We looked at five ads.

Brandon Welch (41:07):
Gave it away in the title.

Caleb Agee (41:09):
And we really just took away the best performing.
Ads are simple, emotionallyresonant, they speak to your
heart and they're built around asingle clear idea that speaks
directly to your pain point.

Brandon Welch (41:22):
That was the first 50 episodes.
That's a lot.
That was a lot to say.
Hopefully you're stilllistening and you're going oh,
I'm going to go back and listento that episode.
Yeah, this is probably one youcould have put on 1.5 or 2.
We have the entire list ofthese with the links to the
episodes in the description ofthis podcast.
So if you saw one and you'relike, oh, I want to go to that,

(41:43):
go down to the number, click onit and you can go pull up that
episode and there's obviouslymore information we were able to
summarize here.
But what are we doing?
We are helping make you and allthe people you serve more clear
, more confident, moreprofitable, more prosperous.
That is our goal.
That is our dream.
That's why we've been back hereevery Monday.

(42:05):
That's why we're going tocontinue to be here and that's
why we're giving you a chance totake it a step further.
Lean in, Join our mastermind,giving you a chance to take it a
step further.
Lean in, join our mastermind.
Get Caleb and I and Leslie andAudrey and Kyle and all the
people that are just makingthese wonderful results we're
talking about.
You get to ask them point blankand you're going to get to see
a lot of stuff.
We leave out this podcastbecause it's kind of sensitive

(42:27):
or we don't want it to cost ourcustomers any sort of
exclusivity, but not that we'dbe giving away their trade
secrets.
But we're going to show you afew more of ours in a more
hands-on manner when you're inthose groups.

Caleb Agee (42:40):
We can go a little bit deeper on a call like that
and be a little more practical.
We have to be generic enoughfor everybody to make sense.
If you're listening in your car, you can't stare at a dashboard
while we're talking, right, andso we want to be able to go
deeper with you and for you tobring the questions that would
be specific to your business,that apply only to you maybe.

Brandon Welch (43:00):
What about this, Caleb yeah?
They'll help you you can bringyour media buys.
You can bring your ads.
You can bring your social mediadashboards.
You can bring your problemswith team members.
I promise we've helped solvethem or we've solved them
ourselves.
You can bring we've been doingthis a lot.
We're getting gray.

Caleb Agee (43:17):
Caleb.

Brandon Welch (43:18):
I'll speak for myself.

Caleb Agee (43:20):
Easy there.
Yeah, no, it's creeping in, itis.
It starts in the sideburns andworks its way to the top.

Brandon Welch (43:25):
That's crazy to say, but if you haven't gotten
the idea we are just sotremendously like in this for
you, and the people you serve inyour market.
And that is the end of episode100.
We'll be back here next weekwith the other 50 summary.

(43:46):
We'll do it maybe even a littlefaster and we'll be back here
every Monday after that helpingyou answer your real-life
marketing questions, becausemarketers who cannot teach you
why?

Caleb Agee (43:57):
are just a fancy lie .

Brandon Welch (43:58):
Thank you very much for 100 episodes Thanks
guys.
We'll see you soon.
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