In this highly acclaimed book, Dr. Robert B. Cialdini explains the psychology behind why people say yes and how to apply these insights ethically. The book outlines six universal principles of influence: Reciprocation, Commitment and Consistency, Social Proof, Liking, Authority, and Scarcity. The new and expanded edition includes a seventh principle, Unity, along with new research, insights, and examples. Cialdini uses memorable stories and relatable examples to make the subject accessible and easy to understand, helping readers become more skilled persuaders and defend themselves against unethical influence attempts.
In this updated and revised edition of 'No B.S. Direct Marketing,' Dan Kennedy and his coauthors Darcy Juarez and Marty Fort build on the essential direct marketing strategies from the original edition. The book includes new material addressing online, social, and viral marketing media. It provides case history examples from successful consultants who have applied direct marketing strategies from the worlds of online sales, infomercials, and other areas to 'ordinary' businesses such as retail stores, restaurants, and sales careers. The book emphasizes key rules of direct marketing, including the importance of offers, immediate response, clear instructions, tracking, and follow-up[1][3][4].
π In this episode of To The Point Home Services, Tommy Mello and Tom Howard dive deep into one of the biggest debates in business growth: Should you expand via Greenfield (starting from scratch) or through Acquisitions (buying existing companies)?
Tommy, a strong advocate for Greenfield expansion, shares why he believes in building a business from the ground up, ensuring full control over operations, branding, and culture. Meanwhile, Tom, an expert in acquisitions, explains how purchasing existing companies can accelerate growth, eliminate early-stage struggles, and provide an immediate revenue stream.
πΉ Key Topics Covered:
- Why Tommy prefers Greenfield expansion and how it gives him full control.
- Tomβs strategy for acquiring businesses at low costs (sometimes even for free!).
- The importance of knowing your market share before expanding.
- How SEO and digital marketing play a huge role in business growth.
- The psychology of goal-setting and how to get the best performance from your team.
π Timecodes:
00:00 - Introduction & why acquisitions vs. Greenfield is a big debate
01:26 - Why the first two years of Greenfield growth are so tough
02:29 - The power of acquisitions: Buying revenue vs. building from scratch
05:10 - SEO & digital strategies that help dominate new markets
08:44 - Market share calculations: Are you really maxed out in your area?
12:09 - The importance of branding & long-term marketing investments
15:03 - Leadership strategies: Setting team goals & driving performance
22:52 - Making tough hiring and firing decisions as a leader
24:59 - Why fast action is crucial in acquisitions
27:47 - How to structure effective bonus incentives for managers
31:45 - Final thoughts & key takeaways
π‘ Resources & Links Mentioned:
π Robert Cialdini - Influence: The Psychology of Persuasion β https://www.amazon.com/Influence-Psychology-Persuasion-Robert-Cialdini/dp/006124189X
π HowardDeals.com β Free acquisition guide & market share calculator: https://www.howarddeals.com/
π Dan Kennedy - No B.S. Direct Marketing β https://www.amazon.com/B-S-Sales-Success-New-Economy/dp/1599183579?tag=googhydr-20&source=dsa&hvcampaign=books&gbraid=0AAAAA-byW6BBzBa6eR3DuEXxGe2jy3UwP&gclid=CjwKCAjwnPS-BhBxEiwAZjMF0kDFPC8tZoNLiz7wWANe62FyqVLQISPwE0enCbycEnSo44tyvJ26YRoC4L8QAvD_BwE
π Enjoyed the episode? Donβt forget to:
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π¬ Comment below: Do you prefer Greenfield growth or acquisitions? Why?
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π§ Listen on Your Favorite Podcast Platform:
π Apple Podcasts: https://podcasts.apple.com/us/podcast/to-the-point-home-services-podcast/id1496811695
π Spotify: https://open.spotify.com/show/7pouzyPqSNmmmdcKGZBrbs?si=b52de8e8514e4851
Thanks for tuning in! Stay sharp, keep growing, and weβll see you in the next episode. π
#HomeServices #BusinessGrowth #Entrepreneurship #TommyMello #TomHoward #Acquisitions #GreenfieldExpansion #SEO #Marketing #Leadership
To The Point - Home Services Podcast 
