Direct-Response Messaging Examples

In this electrifying keynote, Chris Yano—CEO of RYNO Strategic Solutions—delivers an unforgettable presentation on the true power of words and how they shape our businesses, our people, and our lives. With humor, personal stories, and hard-earned lessons from nearly two decades in the home services industry, Chris reveals the secrets to capturing attention, building influence, and driving results in an ultra-competitive market.

Whether you’re a contractor looking to grow, a leader wanting to inspire your team, or just someone needing a shot of motivation, this talk will leave you fired up and ready to win. 💪

💡 Key Takeaways

• The Power of Words: How what you say—and how you say it—can inspire, influence, or destroy.
• Attention is Everything: Why your first ROI must be Return on Influence before Return on Investment.
• 4 Pillars of Getting Attention: Urgency, Savings, Trust, and Comfort—use these to drive action.
• Marketing Made Simple: Stop overthinking content—authenticity beats perfection every time.
• Self-Talk & Leadership: Why the words you say to yourself shape your mindset, performance, and ability to lead others.
• Focus on Winning: Why winners focus on winning, not on competitors.

⏱️ Timecodes

00:00 — Opening energy & stage intro

02:00 — The power of words and influence

06:30 — Story: How one word changed a life

11:00 — Return on Influence vs Return on Investment

14:00 — The 4 pillars of attention: urgency, savings, trust, comfort

19:00 — How to win on social media (Gary Vee’s two pillars)

21:00 — “Ship My Pants”: What Kmart taught us about grabbing attention

23:00 — Pay attention to your results, team, and self-service

24:00 — The 3-words self-talk exercise

29:00 — Words, tone, and their hidden meanings (fun live demo)

31:00 — Recap: words matter + be mindful

35:00 — Winners focus on winning, not competitors

37:00 — Karaoke finale: All I Do Is Win 🎵

📌 Resources & Mentions

• RYNO Strategic Solutions — Digital marketing for contractors
• Gary Vaynerchuk — Entrepreneur & marketing expert
• Toastmasters International — Public speaking training
• Follow Chris Yano on LinkedIn: https://www.linkedin.com/in/chrisyano/

Thank you to our Sponsors!

Rilla: https://www.rilla.com/tothepoint

Chiirp: https://chiirp.com/

Contractor Commerce: https://www.contractorcommerce.com/ryno/

Bluon: https://www.bluon.com/get-demo?referral_code=ToThePoint

Avoca.ai: https://avoca.ai/r/tothepoint

📣 Join the Conversation

Did Chris’ talk inspire you? What’s one word that motivates you or your team? Comment below and share it with us!

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