Episode Transcript
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INTRO (00:00):
Hello and welcome back to
the Shed Geek Podcast.
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Shed Geek (01:34):
Okay, welcome back to
another episode of the shed
geek podcast, Early morningedition.
Here in misty, foggy Paducah,Kentucky.
That's right.
This morning, up before the sun,
Dylan Street (01:45):
shed geek
marketing, hq,
Shed Geek (01:48):
hq, that's right, I
like it
So, uh, what's been going on,fellas, been a little bit since
you've been on the show.
I feel like I was just tellingcord, we need to do more.
We need to do more with youguys, because I think
personality wise wins even overtalent, like I think that's what
(02:09):
has helped make us sosuccessful, as y'all's
personality alone is.
I enjoy each personindividually and collectively as
a team, and I think otherpeople do too.
Shannon,I'm gonna call you out.
Call me out.
Dylan Street (02:23):
You're about.
You're asking us like.
You know what are you up to?
You know what the heck we'vebeen up to you know what we're
doing.
Shed Geek (02:30):
I do
Dylan Street (02:31):
you know exactly
what we're doing.
Shed Geek (02:33):
And it's been good,
Dylan Street (02:34):
yeah,
And it's been busy you know,it's been a great spring.
Um, I hope everybody out thereis feeling the same way.
Lots and lots and lots of ourclients are having, you know,
record springs on record settingpace.
We are as well.
So, yeah, lots of things youknow, but all headed in the
(02:57):
right direction as far as I cantell.
Shed Geek (03:00):
Yeah, you know, what
I like about you guys is like
I'm going to be vulnerable herewith the audience.
Like started five years ago,300 plus episodes in, and
there's kind of like this me andCord were just talking about it
.
There's like the I don't wantto create two different
Shannon's, but there's like theShannon that's off the mic and
(03:21):
the Shannon that's on the mic,and when you're on the mic you
feel like you have to kind ofperform a little.
I don't.
I don't think I changed this,to be clear.
I don't change who I am so muchthat I'm unrecognizable from
one or the other.
Cord Coch (03:34):
You're fairly
contemplative in both settings.
But yeah, you know you're,you're a deep thinker on and off
, mike, you know
Shed Geek (03:42):
well, I, I, yeah, I
do it's.
It's.
It's kind of like the curse andthe blessing, right it's
because it's the, the makeup ofwho I am, so like I I'm a bit
obsessive whenever it comes tothought.
I mean, and I don't know how tochange that this goes back all
the way to me, me and youtalking all the time this goes
back to my teenage years, when Iwent to my mom and said like I
(04:06):
like, I'm like I'm depressed.
And she's like what's thematter?
I'm like, I can't shut my brainoff, right like I can't I, you
know, I don't know, you know,and I'm always like, yeah, do I
see someone about this?
But, like, all I do is sit andthink and strategize and plan
and I don't know how to turn itoff.
Dylan Street (04:25):
But the thing is
is like whether it's you know me
and you and I've heard you saythis statement and I've said it
to you probably very in thebeginning, before we really
started close to you know, areyou overthinking this thing,
overthinking?
And then one time you said thereply well, are you under
(04:47):
thinking it?
And I'm just like valid, that'sa valid point, you know and
talking about it in your mindand like you know the, the
dialogue, like you're speaking,it's almost even like you can
hear your vocal voice in yourhead right now.
Y'all are you're talking toyourself right now.
Right, just processing,thinking like where are we going
(05:09):
?
And I do that with my kids,like, like some, my sky, she's
13, bro she's about to be ineighth grade eighth grade and
she is um.
She is the probably top tiernumber one student in our in our
little junior high.
And that's academic sports,everything like even killing it
(05:32):
not only that, but, bro, likeeven in pe, through the out the
school, um, she's like, uh,number one in most push-ups,
sit-upsups, highest vertical.
Where'd she get that from momor dad?
We're both bad competitive.
I mean me and Sierra.
We have ridiculous competitivenatures.
(05:55):
I mean yeah.
And now we have to talk to herabout that.
I have to talk to her aboutthat.
And, like you know, because youhave to be careful.
In the gospel it's like Sky,you know, hey know, because you
have to be careful.
And in the gospel it's like sky, you know, hey, I know you want
to be the best.
Just remember, this has nothingto do with your identity.
You, you do not need to go andpush towards perfection.
(06:19):
Um, because she feels, you know, she told me it wasn't about a
month ago.
You, I do tuck-ins every nightwith my kids and I spend at
least 30 minutes with each ofthem and that's where our
quality time comes in.
And it's almost like she's beenpraised so much and built up on
(06:40):
a pedestal.
She feels like she has to beperfect Absolutely, and that's
where satan can push you intopride, yeah, and so I had to
explain that sky, you know, likeyou know we love you no matter
what, and it's okay, like it'sokay to fail and not be the best
, it's okay, it's okay for thosethings now.
(07:02):
So, what I had to do was we hadto dig into, you know, pride,
identity, all of those things,and really start digging into
that.
And it's like are you trying tobe the best at this, you know,
just for this, or do you enjoydoing it?
you know
Cord Coch (07:21):
Well, the downside is
especially um.
So, I mean, you may not evenknow this, Shannon, but my
daughter actually babysits
Dylan Street (07:30):
she was there last
night
Cord Coch (07:31):
babysits Dylan's kids
, uh now, but, but you know, I
think that there's so manylessons in that like adolescent
period, um.
But you know, failure a lot oftimes teaches you more, right?
I?
mean it really does.
Um, you know, uh, when thingsare going super smoothly, it is
(07:52):
so easy to just allow, you know,to allow all the excesses to
continue to pile up, you know,uh, on both sides of the road or
whatever the sort you know,allegory is right, but in any
case, you know, I say the samething, right, like it's good to
fail sometimes.
Obviously, give it your bestshot, do your best and
(08:15):
everything else.
But, my goodness, like, beingperfect doesn't teach you nearly
the lessons that messing updoes sometimes.
Shed Geek (08:20):
It's even harder
today than it was.
I think for us, though, becausethere's so much access and
availability to everyone andinformation and thoughts that,
like we were the last generationto kind of grow up without a
camera in our face, that's right, or?
You know what I'm saying?
Dylan Street (08:35):
like hey, t9
texting, that's where you know
we had that.
Cord Coch (08:38):
That's about where we
made and I would have been like
19 probably, before smartphoneswere ubiquitous.
I mean, they were out there.
I think the iPhone came out in06.
Yeah, I know that my friendsdidn't have it until we were 18
or 19.
Dylan Street (08:54):
I know that I got
a what looks like one of these
today in 2011.
I think I had my first likeknow this interface full-on
smartphone.
Yeah right, they had the coolkind of flip outs with a screen
and the stuff, but it wasvoyager.
Shed Geek (09:14):
Do you remember?
The voyager had like thekeyboard and oh yeah, yeah, yeah
, I remember that definitely
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Shed Geek (10:51):
A couple of things
just, and then we'll move on.
This is why I think we shoulddo more.
I just hope, Cord, we could do.
We're not going to, probably,but we could do a podcast every
day, every morning like a radioshow.
I mean there's enoughpersonalities here and I just
can't urge the audience enoughto tap into the individual
(11:12):
personalities here.
Like Wyatt has his brand, brand, his individuality, Dylan, Cord
.
I mean everybody here at theoffice.
The truth is like if you reallycame here, you would be like I
can.
I can see why you guys havegood synergy.
It's because the reality isit's a, it's a.
It's a.
Dylan Street (11:28):
It's not one
individual, it's legit a team
effort that is a collective oftalents and man, I was listening
to john maxwell in the justthis morning, uh, in the shower,
like you know.
I got up about four and I wasjust.
I wrote down just a couple ofsimple notes.
You know, it's like I I'malways telling these guys I hate
(11:50):
the word and like, employeebeing the employer, you know
what I mean.
It's like I don't know.
These guys know my heart.
We had, you know, we have thiswhiteboard meeting very hardcore
on Mondays and uh, cord hit mewith a left, left, left curve, I
(12:10):
think, left ball, uh, and youknow he was like Dylan, what's
your vision for the company?
You know, and we need to, weneed to reevaluate our.
You know, some of our coremission, vision statement stuff.
We should revisit those things.
But, um, you know, I am, I amokay with not like looking like
(12:32):
I'm the head man here.
Matter of fact, I mean, I don'tthink that I'm supposed to be
or should be like.
It's more or less like how canI serve you, my guys, or lead
you better if I hand off myideas, um, to Wyatt, Cord,
Christian on a friday.
(12:53):
They're going to make thembetter by Monday.
Shed Geek (12:58):
I think we should at
some point just talk about the
nature of even our relationship,how it come together all that.
But I got this notepad fromCord this morning to start
writing stuff down because after300-plus episodes I've learned
that the conversation can flownaturally.
But there's a few nuggets inthere and I went back and wrote
(13:18):
down a few things.
You said we're all thinking inour head right now while we're
talking.
That's so specific to salesbecause there's a saying that,
like if me and you were talking,Dylan, that there's two people
in the conversation, but thereality is there's four, because
I'm in my head, you're in yourhead, and then there's what's
being said vocally and whathappens sometimes is you can't
(13:40):
this happens to salespeople allthe time you can't stop what's
happening in your head becauseyou're forming your arguments,
you're forming your rebuttals,you're forming your pitch,
you're forming everything.
Dylan Street (13:51):
I'll stop you and
dumb this down.
Okay, for the longest time whenI would meet somebody and I
would go to shake their hand,I'd be like hey man what, you
know what, what's your name andI go in for the handshake.
Shed Geek (14:04):
I don't pay, I never
paid you don't hear that, you
don't pick up the name.
No, and I don't remember.
And they say get the name andthen say it seven times my name.
You know all the, all thethings, right,
Dylan Street (14:14):
Yeah hey, my
name's Dylan Street man.
What do you do for a living?
And like, then I've, I haven't,I wasn't, even so, now it's
like I've had to.
You know, those are small things, man
Shed Geek (14:24):
We all do this,
though there's six people in
this conversation, because we'reall formulating, and I promise
you, even in this conversation,in the 12 minutes we've been
talking, each one of us havealready said oh, I wanted to
touch on that more.
Oh, I wanted to go back andtalk about that a little bit
more
Cord Coch (14:38):
100 Percent
Shed Geek (14:39):
and you only have so
much opportunity.
And it's that way in sales too.
It's that way you know.
So yeah, I definitely like thepeople formulating vocabulary.
I'm always impressed by cord'svocabulary.
Do you get this like?
Dylan Street (14:52):
I know Cord, I
mean not only his vocabulary
Cord's already used the word,the way, that Cord on here and I
love it talks, the clothes hebuys, the glasses he wears.
I, I love Cord
Shed Geek (15:08):
You guys are getting
you guys aren't even getting
shed stuff right now.
You're getting what's hilarious, yeah, and the real nature of
what happens here every day.
Cord Coch (15:15):
You know I mean a lot
of that, and people compliment
my handwriting as well.
So a lot of this is that I grewup.
So, uh, my grandmother, mymaternal grandmother, my mom's
mom, um, was a.
Dylan Street (15:29):
I'm a second grade
teacher yeah, that's fine.
Cord Coch (15:32):
Yeah, yeah, each year
my, my mom's mom, was a uh,
second grade teacher and then mynext door neighbor, who I think
technically is a fourth cousin,um, I probably similar to some
of our viewers, um, have one ofthe most kind of like
long-standing homesteadsituations.
Anyway, we still live on a farm, that is, I guess we're now the
(15:57):
sixth or seventh generation.
So, my next-door neighbor wasalso my cousin, but she was a
first-grade teacher.
So, the long and the short is,they made sure that I could read
, write, cursive, and theyalways used big words around me.
So, I think it just rubbed off
Shed Geek (16:15):
Just the fact that
you used ubiquitous on here.
I'm going to say it's the firsttime it's been used on here.
Dylan Street (16:21):
Well, Christian,
ubiquitous, that's the IT brand
that he used to sell.
Oh yeah, Ubiquitous, ubiquitous.
Shed Geek (16:30):
Because he comes up
with today it's ubiquitous.
Tomorrow it's going to be likewhat's that word?
I've got to go look it up.
I don't know what he's saying.
Cord Coch (16:37):
Somebody wrote back.
I don't know.
Sometimes I feel like if peopleare calling it out, it probably
means you're using too many bigwords.
Somebody had an email threadthis week.
Shed Geek (16:46):
It's probably a big
word for that.
Cord Coch (16:47):
I said something
about how salient something was
for the current time that we'rein, how salient something was
for, like, the current time thatwe're in, and I said this
through an email and the clientwrote back salient.
What a, what a great word, goldstar.
And I was like, okay, well, youknow, but but anyway, actually
(17:08):
a matter of fact, that was abouta guy who was looking at who or
who does podcasts and was thenbasically supplementing his
podcast with a kind of a how-toguide, right Like a little 20 or
22-page guide about podcasting.
Shed Geek (17:27):
I'm in some of those
groups where you know people
talk about things like that,because I've got people who are
constantly like asking questionsabout sponsorship and things
like that, because I got peoplewho are constantly like asking
questions about sponsorship andthings like that.
The reality is like I have toexplain to them all the time,
because one of the firstquestions people ask, even in uh
advertising, is like how manylistens you get.
Because, like we've been, we'vebeen prone to think you know,
like how many listens is goingto be influential over how
(17:51):
successful
Dylan Street (17:52):
We even have our
thinking on like.
When you see a facebook post,it's like 32 like and 27 I mean
yeah right 32 likes and all thisit's like okay
Cord Coch (18:04):
all influenced by,
obviously, the fact that we are
in like small town middleAmerica, right.
So, these but all these thingsflux a little bit, but the
reason people think that isbecause they believe that the
only like we're trained to thinkof these things in terms of
monetization instead of actualvalue, although that's shifting
right, like you have people whoactually do quite a bit of I
(18:31):
don't know.
I don't know that it'sscholarship necessarily like
historical investigation intobiblical stuff and stuff like
that, and so I listened to someguys, we do not, us three do not
need to get into.
Dylan Street (18:44):
Oh, I'm not.
Cord Coch (18:45):
Yeah, I'm just saying
I listened to these guys who
translate to Greek, right, thesekind of modern classicist type
of guys, yeah, um, and so youknow, at one point they were
probably even thinking well, youknow, you put together a
channel, people listen to it,you get monetized, right, but
(19:05):
everyone is figuring out no, weuse that as a launch pad to give
private Greek lessons it's likeit all turns.
Shed Geek (19:11):
It's a podcast.
It's not a broadcast right, likethat's what I try to tell
Dylan Street (19:15):
podcast, not a
what?
Shed Geek (19:16):
Not a broadcast.
So, to me it should be niche.
If it's not niche, because,like, people come up all the
time and they're like hey, man,you seem like you have pretty
good successful podcast fromwhat I can tell.
They're not sure, but they'relike you're still doing it in
five years and they're like solet's think about doing a
podcast.
What do you think I should doit on?
And I'm like don't, yeah.
And it's like immediately, likedagger to the heart, and
(19:38):
they're just like what, what doyou mean?
Well, you're doing them and I'mlike, bro, if you just don't
know what you want to talk about, go home and talk about it on
Facebook and like see what kindof response you get, because
you're like this big personalityor you have the celebrity
(19:58):
status.
I mean that's why Joe Rogan wasable to like capture everyone's
attention as opposed to just butwe talk to the shed industry,
but we talk about life too
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Shed Geek (21:14):
And I wrote this down
and then we're going to move on
.
Me and Dylan being alike,
Dylan Street (21:17):
we're so different
.
I was wondering.
Shed Geek (21:18):
I was like Think
about the unusualness, though,
in mine and your life.
I wrote this down becauseyou're eating an Uncrustable,
and we just discovered todaythat both of us like
Uncrustables.
Dylan Street (21:26):
You ate one this
morning.
Shed Geek (21:27):
I ate one this
morning on the way over, like
before I even got here.
I grabbed one and I grabbed alittle protein shake.
Dylan Street (21:38):
What?
is my level of like, likeuncrustable love, uh, outlandish
.
Shed Geek (21:39):
Yeah, I'm gonna
explain it.
I'm like a three four a week.
I'm not like oh, don't getthree, four a day yeah, he well,
I mean, he's obviously anuncrustable connoisseur , but he
told me about honey flavor andI didn't even know that exists
this yeah, but we both have adog named Lucy.
Dylan Street (21:53):
Yes, Lucy, and
then Belle.
Shed Geek (21:55):
We both live really
close to each other.
We both like crush cakes fromBig John's Orange crush, orange
crush.
We have found out these unusualthings in our lives.
Dylan Street (22:06):
Do we want to talk
about the other one?
Shed Geek (22:08):
The addiction to
nasal spray
Dylan Street (22:11):
The ones where we
have had to use nasal spray.
Shed Geek (22:14):
We have had to fight
through spray, through the afrin
uh addiction
Dylan Street (22:20):
We did
Cord Coch (22:21):
But you're also both
obsessed, which kind of like
loops back around with what wewere, with what we were saying
earlier is, you know, you areobsessive about the shed
industry.
It's not just that you love it,you love the podcast and you're
consistent, which is importantfor making all this an actual,
you know, capitalist venture.
Right, like you have to producethe content.
(22:42):
But you're obsessive to thepoint and like I see this,
because we will be on threecalls with each other and I'll
call you in between to touchbase with something and you'll
answer and tell me that you'reon the phone with someone else.
Right, and then I will see youat, you know, 9, 30 pm making a
post on shed sales professionals, because you have like a
(23:02):
thought coming in your head,right, and there's a level of
obsessiveness with both of youthat is like you know, like you
have honed whatever thatneurotic you know part of
yourselves is into things that,like all point in a direction
and like that's what getsresults.
Shed Geek (23:19):
The fact that we got
here at five.
Something this morning I wasgoing to ask are we?
Are we workaholics, you know?
I mean like, is there a part ofthat?
That?
I watched my dad be aworkaholic and there's a part of
it that can be unhealthy.
Well, let me, I'll, you know.
Dylan Street (23:33):
I'll kick in here.
It that can be unhealthy.
Well, let me I'll you know,I'll kick in here.
So, when I, when I first gotstarted, I started, you know,
doing motivational speaking Igot a camera and do wake up
hashtag.
Wake up Metropolis, I stilllove wake up Metropolis, you can
still go.
Uh, still love Dylan StreetCinema and Photo.
That's our llc.
Uh, technically, um, you can goto that page.
Shed Geek (23:56):
It's watched every
one of them.
I loved them whenever they cameout.
You were on one.
Yeah, you're on one and um, soyeah, you can still go down
there and go to the episodeseason one, season two, eight
episodes per and I wanted to dothat as I was uh, probably I'd
been saved then for about threeyears, but I was radically
Damascus Road and I didn't wantto be labeled as a pastor
(24:21):
because, I didn't want to justbe confined, so I would just
keep it, just kept motivated tospeak and build relationships
and talk to people when theymessaged me personally.
So that's how I wanted toapproach it, and then I fell in
love with the editing and then I, you know, um, I did a video.
(24:42):
I was a logger like nobody.
When they look at my like, lookat me, and they're you know
like, you were a logger.
You know like.
You know like you cut, you knowyou, that's what you did.
Yeah, you log.
And so, I did this for a longtime and then I created a video
for the logging company, just acool video.
(25:03):
Well, the machines they usethey're finnish, finland finish
made um machines and they havein ryanlander, wisconsin.
They have a factory andultimately they're the Rolls
Royce of the logging equipment.
Around here you see skitters,just skitters, and I forget what
(25:23):
they're called because wedidn't use that crap.
But they had their kind of likean excavator built in the
middle of their trailer, right,we didn't use anything like that
.
We had these, we had forders,and then, you know, they were
called forders, right.
And so ultimately you had yourbunkers and we would drive
(25:45):
through and we would pick uptrees and then, you know, we
loaded them, almost like we hadour own semi-bed, and then we
would throw them on a semi andstack our piles and you, you had
a black walnut, then veneer,then grade logs, then tie logs,
and then so on pine, and so on,so forth.
And um, you know, I did thatvideo and it went viral around
(26:10):
Christmas, I forget what year.
And then, um, old stew StewartWeisenberg, he asked me to do
the video on the Banterra Bank,and I didn't know what to charge
and he handed me a 750 checkand I was making 14, 50 an hour,
logging, busting my tail, youknow.
Not only that, but we're wakingmy daughter Sky
(26:31):
and that was a deal.
That's what's.
To look back on it now, yeah,you realize that, like the 750
was like a deal for him, so hewas happy to pay it.
Right, you know, he was tickledto pay you because you didn't
know 750 bucks, you didn't knowthe talent, and then imagine,
like taking that to a whole newlevel that you have over the
(26:52):
past, you know, seven, eightyears or whatever.
But let's talk, I don't know,uh, what we do in this industry
is marketing.
Let's we there's no way we haveenough time to get, uh, you
know, full thoughts out.
We could sit here and ramblefor five.
Dylan Street (27:07):
What have we
been doing, or what are we doing
?
What are we rolling out as a,as a?
Now, this is who we are andwhat we do in this industry.
Shed Geek Marketing division.
Only Are you talking.
Shed Geek (27:22):
I don't know.
Let the conversation go.
I'd like.
The one thing I've never doneis tried to like.
I have people all the timeasking me what about questions
and things and what should I say, and I'm like bro, I'm just the
real deal
Dylan Street (27:33):
I'm the real deal
you know, like I mean usually,
before you would say somethinglike that, he would say this
word right here I don't want tosound, I don't want this to
sound like a statement ofarrogance
Shed Geek (27:47):
I'm getting a little.
I'm getting a little uh yeahloose with my uh with my speech,
Dylan Street (27:53):
Me and Shannon man
.
We've grown so close.
Shed Geek (27:56):
Start to know all of
the little nuances of people
look more.
You're around them and I'malways cautious to be like, hey
guys, like I'm trying to say I'mjust being real, but then you
feel like you have to preface itconstantly.
Let's talk about it.
Gosh, I don't know.
You can't make a move.
We talked about this.
You can't make a move in thisindustry.
I think it's any industry, it'snot just ours.
(28:19):
If we were selling cars oruncrustables or yeah, whatever
it is, it would not be anydifferent.
But you can't make a move.
You can't be vulnerable byputting yourself out front, in
in front of people?
Dylan Street (28:33):
dude, you know how
many internet I've sold in the
last three days from the newfiber optic company Quad State.
It's now two gigabyte download,one gigabyte upload.
Speed fiber, that's nuts,that's crazy.
And in Paducah they're offering100 gigabyte download.
(28:57):
Two gigabytes is like a movieDedicated line, that's that.
Yeah, because they're notsharing it, nobody's buying.
Shed Geek (29:04):
So how many have you
sold?
Dylan Street (29:05):
I've sold four.
Yeah, yeah, I believe I havefour just in a couple of days
and I'm not making any money.
I'm just so excited that it'sin town, that there's a service
available 50 megabytes persecond and 25 upload.
It's terrible.
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Shed Geek (30:26):
I think it's what
you're talking about.
Is some of the nature of justwho we are being helpers,
probably like trying toformulate this perfect, putting
yourself out in front of people,like I've been through.
I've been I mean, I'vedefinitely like we trust me.
We could talk about it.
We could make a.
We could make a heady podcastthat talks about high level
(30:48):
stuff.
We could get in the weeds.
We could talk about thenastiness of business, the, the
terribleness of like people aconversation I had with someone
recently I won't mention them byany means on who they are, but
they're a very well-known personin this industry and we was
having a private conversation.
I swear some of the privateconversations Cord would make
(31:09):
the best podcast and they'llnever air.
No one will never hear thatstuff.
But he says you know this ideaof I don't want to go down this
road too far.
But he said this
Dylan Street (31:20):
even change the
language.
Shed Geek (31:22):
This idea that
everything is like, Church First
God First in this industry is afarce, people will cut your
throat and watch you bleed, andI was like whoa to hear that
person say this, who I admire somuch wasn't being negative I
know, who you're talking aboutWasn't being negative was just
(31:44):
saying it's the reality that welive in and sometimes there's
maybe even some facade and I waslike man, I don't.
Dylan Street (31:52):
And here I am.
I like forget to run one ad,Like you pay for seven Facebook
ads and like I don't get onelaunch and only six, and I'm
paying people back.
Yeah, they own their adsmanager account, but they've
never, ever seen it, nor loggedin, and I'm just like you know
Shed Geek (32:15):
it's just influence
in any industry.
We've taken the position to bevulnerable, to put ourselves out
there, try to live um, try tolive loud, try to live public,
but try to just live likevulnerable and who we are.
Transparent is that's the wordI'm trying to find.
Transparent, that's who we arelike.
Give you our best.
Our marketing is month to month.
(32:38):
We got nobody locked into acontract.
You can leave when you want.
Dylan Street (32:45):
two caveats if you
do crm and you you leave of
course you've got to pay, thoughyour little 149 bucks it's
nothing you should pay thatinvoice each month.
It's nothing, no big deal.
And then if you just keep yourweb hosting, that's an annual
fee.
You should pay that.
But like you know, for the mostmoney made.
Now, it's not, you're not lockedin, it's just.
(33:06):
I'm just saying like, hey, yourwebsite, like the real estate
that your website lives on, isnow being sold, you know, and so
therefore, like you know, butand then the only other thing
that I would say is, like SEO,if you're not committing to a
minimum of seven months, don'tdo it.
(33:27):
Not committing to a minimum ofseven months, don't do it.
If you're on month three andyou need to pause financially or
whatever life crazy pause, okay, but like, do not do it, you're
not going to see your resultsyeah,
Cord Coch (33:38):
those are just
reasonable expectations.
Yeah, even in those caveatcircumstances, there are still
very literally no contract.
Yeah, I they are.
You know, we're just sayingthat this is how it works.
Shed Geek (33:48):
You eat what you kill
every month.
Cord Coch (33:49):
Yeah, Right yeah.
Shed Geek (33:51):
Eat what you kill
every month.
Dylan Street (33:54):
And we kill
ourselves to eat.
Shed Geek (33:56):
Yeah, absolutely.
Dylan Street (33:57):
Not a doubt.
Shed Geek (33:57):
Like well, that's 5
am Like seeing guys here at 8 pm
working 14, 16-hour shifts tomake sure to get things done.
There's so much behind thescenes that people don't get to
see.
We need a camera following usaround, probably 100% of the
time.
Dylan Street (34:12):
We used to do that
.
You know, Back when we launchedStreet Slingshot Rentals,
street Off-Road Rentals, andthen video production was really
taking off and then we startedrunning ads, some ads.
Shed Geek (34:26):
How do you set the
expectation though?
Um, in this industry, like Iremember calling someone and
saying, hey, we're gonna getinto marketing, is it gonna
bother you?
And uh, again, I'm being verylike careful here.
Yeah, sure, but like thatperson, that individual said
it'll never work.
I was like why?
And they was like people inthis industry don't understand
(34:47):
it, and I was like, man, I'vejust never been and I know that
I'm around a group of guys thathave never been the oh, it'll
never work.
Well, doggone it, we should justwell no, pack up our bags, and
so I mean these guys tried itand they said it won't work
Cord Coch (35:02):
evolve, compete,
right, uh, educate.
I mean, you know which?
That's like a big part of ourwhole thing.
Right is we spend so much timeon the front end onboarding and
education, and how does thiswork?
and we're not satisfied withthat right
Shed Geek (35:17):
like I think we're at
the preliminary place in that I
don't even think we've arrivedat the door to knock on it yet.
Cord Coch (35:25):
Yeah, that's how
preliminary the education is 100
, 100, you know and and you knowanyone who's listening, who has
been through our sort ofdiscovery process, and then, uh,
that sort of initial quote andeverything like that.
I mean it's a huge amount ofinformation, um, that we're
talking to people about it'soverwhelming to people sometimes
(35:46):
so.
So even today, like our sort offocus on how do we come up with
visual aids that, almost in likea Rube Goldberg type of a way,
visually lay out how these, howthe digital scaffolding of your
company, affects your ability toeffectively capture data and
(36:06):
use that data for targeting,retargeting and all that like
that's it those,
I love Cord, bro,
big heavy concepts
that you have to
Shed Geek (36:14):
Cord says the digital
scaffolding, yeah, and it just
excites me because it's justlike the way you phrased it as
well.
You have to like I'm at the riskof whatever.
I'm getting to the point towhere I'm like I don't care,
people are going to think whatthey want.
I'm not trying to offendanybody, I know that, but like
(36:36):
there's a large educationalsegment to marketing that's
missing in this industry, oh, soso so big it's so big that you
have to like educate before youcan ask them to buy what you're
selling.
Dylan Street (36:49):
The separation
between the car industry, the
real estate industry and theshed industry and many other
industries is so far apart.
Cord Coch (36:59):
It's a gulf.
Dylan Street (37:00):
I don't know
Quickly what's equivalent to the
shed industry and howtraditional and far back it is.
Cord Coch (37:09):
But there's not,
because the uniqueness of it is
both the roots of craftsmanshipand carpentry and the Anabaptist
tradition, while also being inan industry that by nature, is
forced to be fragmented.
Someone might be trying to getit Because manufacturing, by its
nature, in the shed industryhas to be fragmented.
Someone might be trying tobecause manufacturing by its
nature in the shed industry hasto be dispersed.
(37:32):
Yes, because the cost ofputting a big old, heavy shed
onto a shed hauler and taking itdown the road uh does disallows
things like Detroit, Michigan,which even those things can't,
don't hardly.
You know, that happened once.
Right, you have these bigmanufacturing cities in America.
But my point is, you know, itdisallows a certain amount of
(37:57):
the market from just being ableto sort of be conglomerated or
you know, in that fashion.
Shed Geek (38:04):
And that
fragmentation shows up in real
life when you discuss marketing,for instance, when you get into
the thralls of SEO becauseimmediately and like, let's,
let's use you talk, you said Anabaptist earlier, so let's use
that.
Let's say you've got an Amishor Mennonite owned company.
They're doing 10 milliondollars a year.
And then they want to scale andyou go well, like I want to be
(38:29):
careful here so alienate my, myfour to five hundred call-ins
every week of playing community.
But, what happens is they saywell, we've been able to do 10
million, why do we need awebsite?
Cord Coch (38:42):
yeah, I mean, and
that's a, that's the.
The thing right is when you'rethinking and the reason reason I
use the term or the mentalimagery of scaffolding is
because to me that puts a veryphysical and work-centric
thought in your head.
Right, you literally just haveto build these things up.
(39:03):
So, you know, what I tellpeople is that the use of those
digital tools, data collectionefforts, all of these things put
together, is meant as a way tocontinue to scoop up all of the
marginal leads.
Of course, if you have a greatbusiness and a great location
(39:24):
right and people show up andpeople call and they know that
in your town you have goodquality buildings, you have good
quality service, every personthey've ever dealt with is kind
and caring and, and you know,wants to do a good job for them,
obviously you can have a goodbusiness that way, right, but.
But if you want to, but.
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Dylan Street (40:56):
A recent situation
.
We were helping a company finda new location and it was.
It was over 15 and 20 K trafficcount on a big highway heading
north out of a town of I don'tremember the population, but I'm
thinking about 100, 120k, andit was a main road, four lane to
(41:19):
get out of north of this city.
It's kind of built out kind oflike Paducah, but anyway there
were two car dealerships and oneshed company and they were all
right beside each other andgoing north out, just about 16th
eighth of a mile of the road,there was a bridge to cross a
(41:41):
creek and that bridge went downand they had to redo it and
therefore everyone had to goaround.
All three companies went downand they had to redo it and
therefore everyone had to goaround.
All three companies went down,all three companies went down
and the bridge is now back openbut the lots are set and empty
the lots are yeah, they're setand empty
and I think there's some peoplewho say, well, that was just
(42:05):
our fate.
Well, but is that?
I'm just being real, you know,and that was just our fate, and
that's terrible.
But we, my thought is like, arewe called to have that
mentality in business?
Uh, you're, because if you'rein business and you're employing
people, you're also employingtheir families.
(42:25):
You know?
You know what I'm saying.
So, like kind of having thenonchalant mindset of like, well
, if we're just supposed to failbecause that happened, but we'd
rather not still invest in awebsite, do all the digital
stuff, that what you'resuggesting,
my heart, like I
think I explained it on our last
whiteboard meeting when youthrew the deal and what's your
vision or what's your heart?
It's in marketing and what it'sa warp to, and I attribute a lot
(42:51):
of things through King Solomonand I had some shakings in my
life in the last couple of yearsGod testing my foundation and
King Solomon in comparison, itsays I've heard historically,
compared to anyone now he wouldstill be considered the
(43:13):
wealthiest person who had everexisted.
In comparison to anyone now, Ithink maybe BlackRock or
Vanguard, even type of wealth onone human right, and I had
learned.
It's like, if you count up therevenue of all of our clients,
um, you know, from 2023,whatever that is, you know
(43:38):
collectively 200 million or 300million or whatever it is, and
we watch them grow in 2024.
And if it's 300 million, it goesup to 370 million, $70 million.
You know the requirements onthat and how many people have to
be added to production salesoffice and how many have a
(44:00):
family, and generally mostcompanies pay pretty well, um,
uh, you know.
You know, outside of somedealer models and I'm just like
the amount of people we'reimpacting is so much bigger than
we ever we'll ever understandand that's why I'm big about
(44:22):
in-house, in-house team as muchas I possibly can.
Shed Geek (44:27):
I told a story the
other day of you know, everybody
knows Chip and Joanna Gaines.
Yeah, you know Magnolia.
Network.
Dylan Street (44:34):
Yeah, that's
Travis Beachy.
He sold them the shed.
Shed Geek (44:40):
Well, whenever the
tornado came through Mayfield,
like this, this was I'mpiggybacking off of your
identity, of who you are herewith this story, like who is who
is Shannon?
No one's asking, I'm justexerting this here, but we me
and Sam got on and we made acall to action after the tornado
(45:03):
came through.
I'm gonna tell you how thisstarted and I don't, I don't
mind mentioning her name um,she's not gonna listen to the
podcast but Mary Beth.
Uh, I used to work with MaryBeth, your church with her yeah
Dylan Street (45:14):
wait, wait, wait.
Mary Beth, um wait, Mary bethhusband's P.
D.
; Yeah, she goes, she goes to adifferent church.
Shed Geek (45:23):
Well, she got
baptized there, where you guys
are, and she went to your churchfor a long time and I remember
that because I used to work withthe uh recovery yeah center who
yeah, who went to your, yourchurch, and then, like I was
there one morning with the guysand I saw her there and I didn't
go to church there, but Istarted to get baptized.
Yeah, I saw she put made afacebook post afterwards because
(45:46):
she used to live down in thatarea and she said I need
somebody who needs a generator.
And I was like, uh, I've got agenerator, but I'm sitting 30
miles north of Metropolis withno tornado damage and it's my
generator.
I don't want to give up mygenerator because you know what
I give that generator.
These people are going to keepit.
I'm never going to give thegenerator back.
They just lost their house canyou understand what I'm saying?
(46:08):
They just lost their house I'mgoing.
Ah, I'll never get this thingback.
Are you kidding me?
Right like there's no wayyou'll see it again.
It just you know.
I couldn't sleep all night.
God convicted me, woke up thenext day and I was like contact
her, give her the generator.
You can afford anothergenerator.
Goodness, what do you do?
It right?
Call and she said it's alreadytaken care of.
Oh, killed me out.
(46:28):
God's like.
There you go.
Yeah, there you go.
You know missed your blessing.
Did you miss your opportunity?
it's so we, we go ahead sorry we, I just I just want to finish
real quick.
So, we brought Sam over, made acall to action, raised 50 grand
in 24 hours to give outgenerators to the shed industry.
Kyle, on a whim, says on XTwitter hey, chip Gaines, why
(46:55):
don't you give some money tothis?
He responds.
He says, okay, what, that neverhappens, I'll give you 10 grand
.
So, we raised 60 grand withChip's 10, right Went and bought
generators, started handingthem out and I started going up
to doors, doors, and I just feltthis conviction.
If I go up and they're like oh,thank you, thank you so much,
thank you.
And I say, yep, shed geek didthis for you, congratulations.
(47:19):
There is no one that's going toremember that.
So, it came over me at that timethat I was like, you know, chip
and joanna.
They got a, a national network,and guess what they're known
for?
they're known for spreading thegospel yeah and so whenever I
went up to the doors, I said, uh, here's your, you know your
generator.
The people who had lost theirhomes or you know they were
demolished or didn't have poweror whatever, and they were like,
(47:43):
thank you, who's doing this?
And I was like you ever heardof Chip and Joanna Gains from
the magnolia network on hgtv?
And they're like, yeah, and I'mlike he donated this to you
today.
He donated this to you today,right, because they're never
going to remember shannon yeahand shed geek, but they're gonna
know what the message is thatchip and joanna stand for sure
(48:04):
and it did.
You didn't even need the credityeah, he got all the credit for
the 60,000 instead of just the10.
Cord Coch (48:09):
Yeah.
Shed Geek (48:10):
Right, that's who we
are at our core.
Dylan Street (48:13):
That's what I'm
trying to say this goes back to
a whole nother.
Thing.
I was talking about sky earlierand this is actually what I
wanted to get across.
Sky gets praised so much.
And.
I just, I just want to make surethat it doesn't affect her, it
doesn't ego or pride or whatever.
(48:33):
And so you've heard me tell theReinhard Bonnke story.
We were at Pineview Buildingsand I shared that story but
ultimately I told Sky.
I said, hey, you've got to getinto the habit that when someone
praises your name, that at somepoint that day, as you can
remember or when you can, you gosomewhere and you reach in your
(49:01):
pocket and you grab all thatglory or all those pieces of
praise and then you hand themoff to the person who gave you
those gifts and you give gloryto God.
because we know when Satan itsays that Satan.
I believe it's in Isaiah Satanmerchandised, they said he
merchandised from God.
And you look back in ChaldeanHebrew it's ultimately he was
(49:24):
stealing the glory from thethird of the angels.
It's like, hey, I'm a big dealtoo Look.
I'm made of great diamonds,jewels and timbrels and pipes,
instruments, and he wasbeautiful and he stole glory
from God.
I don't think he was ejected.
(49:46):
I think that he was ejected.
I think I think that he wasautomatically ejected from
heaven because when sin, sincan't be in the presence of God.
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Shed Geek (51:04):
I'm going to bring in
that.
I'm going to tie this back in.
It's a really good segue to wehave had success.
I've had people literally tellme you're doing too many things.
Maybe they don't understand thenature of the way we do stuff.
Dylan Street (51:20):
Wait, the way you
have things set up
Shed Geek (51:22):
the way the things
are set up.
You know, as though I'm overhere like an old mickey mouse
cartoon, like just you know,typing and just working away all
the time, like I get a lot ofcredit, um, for the talents of a
lot of people.
Yeah, I get a lot of credit andthat's not what I set out to do
(51:43):
.
It's the nature of the waythings have worked.
I owe so much to so many peopleyou guys in this room, the, the
rental side.
You know, I hear people say,people, you know this, this
person, so you're doing too manythings.
Focus on one thing and I'm like, I'm focused on one thing, I'm
focused on the shed industry Imean, you know, like, like
marketing's up what Dylan, 187percent, this, look we're gonna.
(52:05):
We're gonna sound, we're gettingready to sound very arrogant to
the wrong years, right?
187 percent rent owns up 207percent year over year.
I mean financing is taking off.
Finally, it's just getting itsfeet underneath.
I just saw yesterday where Idon't remember what it was, I
got the sheet, something likeyou know, $309,000 in
applications a day was you knowgranted.
(52:28):
You know the podcast, like Idon't know how, started seeing a
dip there for a little bit andthen boop had some of the best
numbers I've seen lately out ofnowhere and it's like whoa,
what's going on?
What am I doing different?
You can go back and you canobsess to start to try to be
like well, let's go back, justlike in sales.
Well, I had a good week insales.
Yeah, let's go back and do allthe same things.
Well, the next week it's goingto produce half of that.
(52:50):
It's consistency, it's effort.
It's not perfection.
I can't go back and tell youwhat made the numbers rise again
, but things are just going welland when they are, man do
things and situations and peoplecome against you.
Cord Coch (53:09):
But they're going
well.
I mean, this goes all the wayback to what we were saying
about just originally puttingthe digital scaffolding and
assets in place, or whether ornot, or you know, is it fatalism
or fate or God's will to dowith a bridge going down and
(53:30):
lots, you know, car lots andshed lots going out of business,
right?
I mean, what we're circlingaround here is the fact that to
me, you know, good works alsoinclude being able to be nimble,
being able to to, uh, changestrategies, being able to follow
where good business is rightand, and, you know, I think
(53:55):
sometimes there's this thoughtprocess kind of not in the shed
industry.
Honestly, in most industriesthat have a sales component,
that is also hands-on.
So, demolition, construction,all of these hands-on
(54:17):
sales-centric lead Dylan, theprimary driver of the value in
my business produce X, threequarters of a million dollars,
right, 1.5.
Right, they have this idea that, like well, I, the primary
value driver of this thing thatI've built, produce this much,
(54:41):
Right, so anything I do betterbe able to equal me and it's
like okay.
But the reason that businessexists, the reason Shed Geek
exists, is because of ShannonLatham and his obsessiveness
with the shed industry right.
If a second person comes on atShed Geek, is it reasonable to
be like well, you better be asgood as me, you better produce
(55:02):
the same amount.
Shed Geek (55:03):
You've got to care as
much, you've got to be obsessed
as much.
You know, like I had, like I'mterrified that this will any of
these things, some of thesecomments we've even made today.
I'm terrified that they willcome across wrong.
Cord Coch (55:16):
Right.
Shed Geek (55:17):
Right, I do.
I live in that world where I'mlike terrified that someone's
gonna hear it be like oh God,here we go, or whatever you know
, and it's like man, when areyou gonna break through that?
To be like I don't care.
I don't care because I know.
Like I told Dylan the other day, I said you know, I've always
done like in this situation,this difficult situation that
we've got to talk through what Itell you, I said just let the
(55:39):
truth itself.
Let's quit trying to defend thetruth and let's just let it
defend itself because it doesn'tneed our help.
Just tell the truth.
And if you just tell the truthand it's not good enough, then
maybe that's just your word fromGod.
It's time to move on.
Maybe it's with a client, maybeit's with the podcast, maybe
it's with this industry, yeah,but maybe let's just God say hey
(55:59):
, it's your time, bro, to moveon because you told the truth.
You did the best, and it didn'twork out.
That's okay too, and that's okay, too yeah I wrote that
Dylan Street (56:08):
oh, y'all just
saying that's okay too, that
meeting, that meeting I am not.
I was just not like, I just amnot.
I text y'all.
I think I text y'all thismorning.
Shed Geek (56:25):
Dude, no one's
perfect.
There's a couple of things thatI want to say here.
One a good friend of mine whoused to be his associate pastor
at Brookport Church.
Right, yeah, he was a goodfriend of mine from a young age.
He works at Graceland.
His name is Jonathan Renfro.
Shout out, Jonathan Loved himto death, Great guy.
(56:45):
You know me and him were, justyou know, knuckleheads when we
were younger and I watched himlove the Lord and stay faithful
in that.
And until all these days laterhe's still, you know.
He mentioned Bertus Bright andfor any of you guys who got to
know Bertus, Jonathan put on hisFacebook page the other day he
said talk about how he missedBertus, who's passed away, and
(57:08):
he said he made a comment.
Bertus did something to theeffect I'm paraphrasing here
that if said out of a bad place,if saying something out of a
bad place it's still true,sometimes better left unsaid,
even if true, but it comes froma bad place, yeah, or it's meant
(57:29):
to do some harm, even if true,it's not worthy of saying.
I want to, I want to shout thatout,
but what about what like, like?
in the other way, though, like Ithink of a situation central
Central US we had a company thatwe wanted to do their marketing
for them, but they had familydoing it and things, and we just
(57:51):
weren't like someone lose theirjob in the family.
But we learned we come to justlove that person and that
company, and they ended upbringing someone in that
ultimately changed.
Wreaked havoc.
Let's call it what it isWreaked havoc on their company.
Dylan Street (58:12):
Changed, came in
and changed everything, and just
because something worked forthem when they were just a
dealer, just because somethingworked for them when they were
just a dealer and like came inwith authority, because they're
an eye on the disc factor, justan eye, you know, and I just am
(58:33):
like I need to call him, I'm hisfriend, I have to call him, I
need to call him.
I mean that ate me alive thatthey were making that shift
within the company because heheard us talking on the podcast
(58:55):
sends it to me
and who was the bad guy here?
I was the bad guy.
I want to state that yeah, meand you wanted to call and help
and I said you know I'm all forhelping, but there are some
lessons that need to be learned.
If you chose not to be a clientthat sometimes you got to let
some.
I've had to learn some lessonsbecause I didn't listen.
I don't say everybody shouldlisten.
(59:17):
Everything we're saying Cord.
I'm not saying we got alleverything figured out.
What I'm saying is I had tolearn some lessons because some
people tried to teach me somethings that I wasn't willing to
hear.
And you know what?
I had to go through it.
I had to go through it to be ina better place.
I want to end on this, becausewe haven't got into the depths
of SEO.
We haven't got into the depthsof CRM, even what.
(59:48):
Rm, even what?
we're doing.
Oh, you know, we haven't got toend all that.
We could, we could, we could.
I swear we could do two orthree episodes, what we are.
I made the comment recentlythat success,
oh, I'll say it um
no, no, it's not.
It didn't start with success,it didn't start it says that
your statement was and I saidthat is profound text it to me
you said we are struggling withsuccess we're.
Shed Geek (01:00:04):
We're failing almost
in success, you know, but I use
the word struggling, but you'rehaving so much happen, you're
doing so much good that ifyou're not careful, you can
focus on the one or two bad.
Yeah, we're not perfect.
I think we've made that veryclear from
Dylan Street (01:00:27):
I turn this into
google review.
You have 50 five- star googlereviews.
Yeah, you get 1 one- starreview.
Yeah, and you go down to eithera 4.6 or 4.4.
Yeah, after 50 five-star googlereviews
Cord Coch (01:00:42):
But this is natural,
that's human psychology, I know
right, like,
Dylan Street (01:00:45):
but that's fear,
it's fear, it's cortisol, it's
fear.
Yeah, it's fear, trying toprotect you.
You know what I'm saying.
So, yeah, there's so much wecan talk about and we're going
to and, uh, you know, we've gotuh, um, you know, one of our
consultants in town that'shelping us.
Just, you know, go to anotherlevel for all of our clients,
(01:01:06):
and I just saw him peek around.
So, I want to spend time.
He heads out at 8 am, Nashvilleto get on a plane.
I don't even know where he'sgoing.
He flew, he come from Rio toNew
York and then came here to spendtime with us.
Cord Coch (01:01:23):
He's going.
Yeah, his family's in New York,so he's going to go back there.
Dylan Street (01:01:26):
He's going back to
New York For a few weeks or
whatever.
Cord Coch (01:01:30):
Yeah, I'll need to
ask him.
I wonder if he's flying intoNew York.
Dylan Street (01:01:32):
I mean he's right
there, Mark, you can step in.
You don't have to come in frontof the camera.
You're good, you can listen.
We were just talking about you.
Let's do it.
Shed Geek (01:01:43):
Well, we'll wrap it
up today.
Dylan Street (01:01:44):
Thank you guys.
Shed Geek (01:01:45):
We'll do like a
three-parter or something.
We'll do a series.
We probably need to be doingmore of those, to be honest with
you.
But I want to end with this themore that you guys are on, I
think, the more it opens up yourpersonality.
And and I say that for otherpeople too I had a guy reach out
to me recently that finallysaid, hey, I want you know, I've
(01:02:06):
got a story and I want to tellit.
God's put it on my heart to totell it on the podcast.
And I'm like, yeah, dude, Iwant to get into other things.
Dylan, I want to talk aboutthis other podcast that I may be
in called to move into at somepoint.
I want to talk about that, butme and him are trying to work
those details out and justtrying to figure out direction
(01:02:27):
and all that stuff.
But appreciate you guys, butyou have too much going on.
Dylan Street (01:02:31):
Yeah, All your
life.
Your life is podcasting andphone calls.
That's pretty accurate.
Shed Geek (01:02:38):
That's pretty
accurate.
Cord Coch (01:02:38):
That's what you do.
And grandbabies now, andgrandbabies.
Dylan Street (01:02:43):
And you make a,
you're blessed I do.
Shed Geek (01:02:46):
Okay, you're blessed.
Yeah, God's been good.
Trust me, there have not beensome okay years too.
I promise you that.
Thank you, guys.
I appreciate you being on.
Thank you.
Thank you for listening to partone of a three-part series.
Including the folks over atShed Geek Marketing, we're
having a lot of fun spendingtime doing these long-form
(01:03:11):
podcasts, so be sure to tune innext week for part two.
As always, thank you forlistening.
OUTRO (01:03:16):
Thanks again, Shed Pro,
for being the Shed Geek's studio
sponsor for 2025.
If you need any moreinformation about Shed Pro or
about Shed Geek, just reach out.
You can reach us by email atinfo at Shedgeek.
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shedgeek.
com, and submit a form with yourinformation and we'll be in
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And submit a form with yourinformation and we'll be in
(01:03:39):
contact right away.
Thank you again for listening,as always, to today's episode of
the Shed Geek Podcast.
Thank you, and have a blessedday.