To A Million And Beyond

In this episode, I share how a decade-long addiction and a trust-shattering lie to my wife exposed three questions that surface when trust collapses—who are you really, can I trust what you say, and are you for me—and how consumers ask the same questions of brands. I explain why logos and value claims like “integrity” don’t create belief, and how leading with declarations can backfire by setting unrealistic expectations. Instead, trust is built through character, culture, vulnerability, specificity, and consistent communication over time—using stories instead of slogans, showing failures and how you made them right, and deepening emotional connection with repeated, evolving creative. Drawing on IPA research, I connect consistency to trust, memory, and profit, and argue that relationship-based marketing aims for customers to feel like they already know you.00:00 Betrayal Confession00:45 Three Trust Questions01:17 Consumers After Betrayal01:56 Why Logos Fail02:49 Trust Is Demonstrated04:02 Fix Culture First04:41 Trust Drives Profit05:18 Vulnerability Stories06:19 Consistency Compounds07:39 Parasocial Marketing08:22 Pillars And FarewellWho should we interview next?Send nominations to [email protected]

Why Most Businesses Shrink in Hard Times (And How to Roar Back)In this episode, I explain how hard economic times change the rules of business and customer behavior, and why most competitors fall into a death spiral by cutting brand-building marketing, over-relying on PPC, lowering prices, and degrading team and service quality. I break down how fear makes purchases feel risky, why customers want an ally they can trust, and why the goal in a downturn shifts from maximizing revenue per transaction to winning long-term emotional preference. I share practical steps to plant your flag now: keep investing in top-of-funnel customer bonding marketing, protect demand with branded keywords, be cautious with unbranded PPC when the math breaks, add adjacent or recurring revenue streams, and stay consistent because repetition builds familiarity, trust, and pricing power. I also offer free, tailored “economic weather reports” via email.00:00 Why Businesses Shrink00:50 Competitor Death Spiral01:34 Fearful Customer Mindset02:29 New Goal in Downturns03:27 Bonding Marketing Playbook03:51 Protect Branded Search04:40 Unbranded PPC Reality05:38 Add Recurring Revenue06:49 Consistency Wins Long Term07:29 Plant Flags and CloseWho should we interview next?Send nominations to [email protected]

This talk was requested by the National Funeral Directors Association and presented via webinar on Wednesday, April 22nd, 2026.Matt Willis of Wizard of Ads explains that funeral services, like HVAC, plumbing, electrical, and insurance, are “grudge buys,” so transactional, price-focused marketing drives families to compare on price and location. Using Henry Ford’s cross-industry innovation as a metaphor, he argues funeral homes should learn from other essential businesses by building trust and preference before a death occurs. He outlines four customer paths (Google search, Facebook recommendations, trusted-referrer calls, and families coming directly to you) and cites research that 75–83% choose at time of need, two-thirds contact no other funeral homes, and 84% choose brands they preferred before entering the market. He recommends relational marketing built on empathy, competence, consistency, and frequency; using reflective storytelling, authentic vulnerability, and “happy stories”; prioritizing mass media to reach the 95% not in-market; budgeting ~60% to brand building and ~40% to activation; and positioning pre-need as an outcome of trust. 00:00 Ford Assembly Line Lesson01:55 Grudge Buy Reality03:31 Four Decision Paths06:39 Trust And Safety Stats08:02 Relational Not Transactional11:34 Trust Building Ingredients19:17 Story Types That Work23:18 Relational Ad Example26:49 Targeted Vs Mass Media30:33 Proof From Other Trades33:07 Budget Split Guidance33:54 Pre Need Follows Trust37:07 Next Steps And Wrap UpWho should we interview next?Send nominations to [email protected]

Matt Willis of Wizard of Ads interviews Leroy Hite, who built Cutting Edge Firewood from nothing into a 25-person luxury brand trusted by celebrities and prominent leaders by obsessing over details, product quality, customer service, and branding. Hite shares how growing up poor shaped his independence, how he overcame imposter syndrome, and why understanding customer expectations matters more than “expert” opinions, including lessons from using yard signs to drive brand awareness. He recounts early risks—winning a massive Kroger reverse-bid contract, a bankruptcy, quitting corporate work, maxing credit cards, and near-cashless moments—plus a pivotal acquisition that accelerated revenue and later reinvesting home-sale proceeds to reinvent local delivery. The conversation covers faith and identity, calculated risk versus gambling, learning through hardship, avoiding comfort, improving customer service culture, and hiring practices focused on real examples and motivations.00:00 Hard Times Payoff00:36 Meet Leroy Hite01:11 Raising Entrepreneurial Kids03:02 Growing Up Independent03:59 Gratitude Over Entitlement05:23 What Is Luxury Firewood05:54 Luxury Is Details08:10 Three Legged Luxury10:03 Imposter Syndrome Lessons13:20 Experts vs Real Customers16:21 Marketing and Being Hated17:20 Origin Story and Kroger Bid21:05 Corporate Exit Leap of Faith22:22 Debt Snowpocalypse Breakthrough26:09 Reinventing Deliveries and Brand26:59 Risk Debt and Resilience33:36 Bankruptcy Without Fear34:58 Hard Lessons in Business36:27 Do Hard Things37:34 Conscience Over Fear39:39 Identity and Failure42:27 Grit and Growth46:00 Risk and Innovation47:24 Luxury Customer Service52:59 Culture and Standards55:32 Hiring for Fit01:01:42 Why Keep Building01:04:03 Closing ReflectionsWho should we interview next?Send nominations to [email protected]

In this episode of To a Million and Beyond, I explain why aspiring to go viral is a lazy, unreliable growth strategy that rarely moves the needle, even when it happens. I argue that real success comes from training, hiring experts, and focusing on controllable variables rather than hoping for algorithmic luck. I break down what effective marketing actually is: a long-term strategy rooted in a business’s core identity, consistent messaging that makes people feel something, and systems that build know-like-trust over time. I contrast this with media efforts that chase views and trends, and I share how outside expert perspective can reveal revenue model improvements that fit a business’s bigger picture. I also describe the “chickening out period” of roughly nine months before meaningful revenue shifts, emphasizing that real growth is earned, not granted.00:00 Viral Is Lazy01:05 Train For Growth01:22 Hire Real Experts01:45 Strategy Over Trends03:06 Viral Fame Fades03:29 Scale With Intent04:22 Outlast The Dip05:10 Realistic Hope05:38 Build On PurposeWho should we interview next?Send nominations to [email protected]

Overarching Marketing Strategy vs. Message Strategy: How to Choose Media and Craft a Winning MessageMatt Willis explains that growing a business requires two complementary strategies: an overarching marketing strategy (big-picture plan based on business realities, buyer behavior, reducing friction, and alleviating customer fears) and a message strategy (choosing words and stories that build emotional connection). He argues strategy answers what to say, where to say it, and how often, and discusses key decisions such as whether demand can be stimulated (internally triggered purchases) versus needing to be top-of-mind for externally triggered events. He contrasts targeted media (e.g., PPC, direct mail) with mass media (e.g., radio), noting the high cost of bottom-of-funnel unbranded keywords and the benefit of building relationships and capturing branded search. He compares direct-response offers with branding for long-term trust and margins, then outlines message strategy principles: assess assets and challenges, use “business problem topology” and “unleveraged assets,” and learn from what has worked historically.00:00 Marketing Strategy Overview00:56 Why Strategy Matters02:30 Demand Triggers Explained04:17 Targeted vs Mass Media06:50 Mass Media Example08:52 Direct Response vs Branding10:28 Message Strategy Basics11:34 What You Have to Work With12:45 Topology and Hidden Assets14:26 Case Studies and Wrap UpWho should we interview next?Send nominations to [email protected]

Who should we interview next?Send nominations to [email protected]

Who should we interview next?Send nominations to [email protected]

Who should we interview next?Send nominations to [email protected]

Who should we interview next?Send nominations to [email protected]

Who should we interview next?Send nominations to [email protected]

Who should we interview next?Send nominations to [email protected]

Who should we interview next?Send nominations to [email protected]

Who should we interview next?Send nominations to [email protected]

Who should we interview next?Send nominations to [email protected]

Who should we interview next?Send nominations to [email protected]

Who should we interview next?Send nominations to [email protected]

Is your marketing budget the first thing you cut back at the sign of a softening market?In lean financial times, many business owners blindly make cuts to their marketing strategies. This may save them crucial dollars and cents, but it comes at the cost of their brand-building momentum.In this session, we'll dive into the psychology of effective marketing and teach you how to take the best advantage of marketing opportunities while running a profitably lean operation.______________________________________________________Additional business growth resources are available at: https://wizardofads.org/partner/matt-willis/Who should we interview next?Send nominations to [email protected]

Contrary to what the MBAs tell you, the psychologists know all buying decisions start in the heart.Want to become a “household name”? You’ll need your potential customers to fall in love with your brand.This session focuses on the seduction of business.  You’ll learn the art and science of falling in love and how to win the hearts of your customers before they ever meet you.________________________Sample advertisement was written and is owned by Roy H. Williams.Additional business growth resources are available at: https://wizardofads.org/partner/matt-willis/Who should we interview next?Send nominations to [email protected]

Who should we interview next?Send nominations to [email protected]

Who should we interview next?Send nominations to [email protected]

Who should we interview next?Send nominations to [email protected]

Who should we interview next?Send nominations to [email protected]

Who should we interview next?Send nominations to [email protected]

Who should we interview next?Send nominations to [email protected]

In this episode of To A Million And Beyond,  Matt Willis from Wizard of Ads talks with Bow Angemi, the owner of Blue Gander Window Cleaning. From washing windows with his dad since he was eight years old, Bow's journey took a transformative turn in 2018 when he decided to expand the family business into a seven-figure enterprise. Discover how mentorship, mindset shifts, and strategic hiring played crucial roles in this incredible growth story. Bow shares insights into company culture, customer service, and leveraging technology to ensure excellence. Tune in to learn about Bow's future vision for Blue Gander, including potential franchising and impactful community contributions.00:00 Introduction and Mindset Shift00:33 Meet Bow Angemi: From Family Business to Empire01:21 Early Years and Family Influence02:16 The Turning Point: Hiring and Mentorship07:19 Rebranding and Scaling the Business08:32 Key Hires and Business Growth13:37 Building a Strong Company Culture18:36 Foundations of Integrity and Professionalism19:40 The Magic of Pixie Dust in Business20:40 Building a Positive Work Culture23:04 Employee Development and Growth Pathways24:55 Leveraging Technology for Customer Experience26:57 Comprehensive Service Offerings28:20 Community Impact and Charitable Contributions33:45 Awards and Future Plans36:21 Conclusion and Contact InformationWho should we interview next?Send nominations to [email protected]

In this episode of 'Two Million and Beyond,' host Matt Willis from Wizard of Ads sits down with Casey Dillabaugh, owner of Dillabaugh's Flooring. Since taking over the family business in 2015, Casey has grown the company from $16 million to $65 million in annual revenue. Casey shares the secrets behind their success, emphasizing their deep commitment to loving their staff, customers, and community. Learn how their faith-led approach and leadership decisions have enabled them to rapidly grow in a competitive market, and hear a touching story about the significant impact they have on their employees' lives. Tune in for an inspiring conversation about growth, faith, and intentionality.00:00 Introduction and Gratitude00:39 Meet Casey Dillabaugh01:19 The Role of EOS in Business Growth02:24 Hiring the Right Integrator07:01 Family Business Origins10:26 Casey's Early Years in the Business17:17 Transitioning Leadership28:33 Customer-Centric Approach33:31 Empowering Staff with Autonomy34:48 Challenges in the Flooring Industry35:23 Learning from Mistakes37:18 Focusing on Leading Indicators39:28 Using AI for Hiring44:45 Balancing Introversion and Leadership48:18 Caring for Staff and Community58:10 Impact of Cooperatives and Future Plans01:03:31 Community Impact and Philanthropy01:06:49 Final Thoughts and ReflectionsWho should we interview next?Send nominations to [email protected]

To access the Sample, text "Marriage Breakthrough" to 53123In this episode of 'To a Million and Beyond,' host Matt Willis, partner with Wizard of Ads, engages in an enlightening conversation with Michael Boerner, Founder and CEO of StoryPath.us. They explore how StoryPath is bridging knowledge gaps across various industries, from healthcare to financial services and required training. Michael shares the inception story of StoryPath, the hurdles faced, and the innovative solutions driving their success. Michael also delves into his personal spiritual journey, the importance of data-driven storytelling, and how his previous experiences with Engage Technologies and Mission 17 paved the way for StoryPath's rapid growth. Tune in to discover how a clear mission can lead to massive impact and business success by delivering timely wisdom and radical process improvement.00:00 Introduction and Personal Transformation00:11 Welcome to To a Million and Beyond00:17 Understanding Knowledge Gaps00:48 Introducing Michael Boerner and StoryPath.us01:24 Bridging Knowledge Gaps in Healthcare02:17 The Rapid Growth of StoryPath03:18 Defining and Identifying Knowledge Gaps04:27 StoryPath's Approach to Knowledge Gaps05:43 Innovative Solutions in Healthcare09:19 The Power of Storytelling in Business15:39 The Journey of StoryPath and Personal Reflections22:48 The Evolution of StoryPath and Future Prospects37:58 Smart Binging and Personalized Reminders39:26 Challenges in Video-Based Learning40:44 The Power of Pixie Dust in Branding41:44 Balancing Technology and Content Creation43:20 Exploring New Market Verticals44:27 Innovations in Required Training47:17 Ensuring Knowledge Transfer and Engagement51:04 Meaningful Work and Company Culture52:08 Key Inflection Points and Mistakes58:21 Advice for Entrepreneurs01:02:31 Future Goals and Vision for StoryPathWho should we interview next?Send nominations to [email protected]

Join Matt Willis of Wizard of Ads on 'To A Million And Beyond' as he interviews Tony Lopez, founder of Alternative Living Spaces. Discover how Tony turned his passion for housing and architecture into a flourishing tiny home business generating over $2 million in revenue. Learn about his early inspirations, the challenges of building affordable housing, and how he navigated market demands to create scalable solutions. Dive into the intricacies of container homes, business strategies, and the importance of product-market fit. Perfect for entrepreneurs looking for insight on growing a business in a niche market.00:00 Introduction and Inspiration00:21 Meet Tony Lopez: Founder of Alternative Living Spaces00:57 Tony's Passion for Affordable Housing02:29 Discovering Container Homes05:55 The First Tiny Home Build08:42 Going Viral and Early Success11:33 Challenges and Growth18:52 Navigating Market Shifts and COVID-1922:07 Targeting the Luxury Market25:29 Affordable Housing Opportunities25:58 Tiny Homes and Deregulation26:46 Micro Apartments in Vegas32:23 Balancing Business and Family Life34:13 Outsourcing and Business Growth46:20 Navigating Market Fit50:36 Delivering Tiny HomesWho should we interview next?Send nominations to [email protected]

Join Matt Willis, partner at Wizard of Ads, as he interviews Steve Cutter, owner of Lockehouse, a commercial real estate and property management firm. Founded in 2006, Lockehouse has become a major player on the West Coast. In this episode, Steve shares his journey from college to running a successful business, navigating through the 2008 financial crisis, and expanding his company. He discusses the importance of staying honest, managing a team, and the role of faith and fitness in his life. Learn about Steve's strategies for personal and business growth, the significance of client-first values, and his vision for future expansion.00:00 The Importance of Integrity in Business00:18 Introduction to the Podcast and Guest01:00 Steve Cutter's Journey into Commercial Real Estate02:00 Starting a Career in Real Estate03:13 The Challenges and Rewards of Real Estate05:52 Founding Lockehouse and Early Struggles09:07 Navigating the Great Recession09:21 The Role of Development in Business Growth19:42 Maintaining Company Values and Culture25:32 Doing the Right Thing in Business25:43 Integrating Faith in the Workplace27:09 The Power of Pixie Dust in Branding28:09 Community Involvement and Charitable Initiatives30:37 Reaching the $1 Million Revenue Milestone31:26 Passion for Clients and Team Growth33:29 Key Decisions in Business Growth35:11 Outsourcing and Operational Efficiency37:17 Expanding Services and Geographic Reach38:46 Personal Passions and Board Involvements40:55 Advice for Aspiring Entrepreneurs42:18 Current Markets and Future Vision45:16 Balancing Work, Family, and Personal Interests46:47 Conclusion and Final ThoughtsWho should we interview next?Send nominations to [email protected]

In this episode of 'To A Million and Beyond', Matt Willis of Wizard of Ads interviews Dr. Anthony Cutting, founder and owner of Active Chiropractic Meridian. With a history of growing a clinic from $100,000 in revenue to over $1.2 million in Eugene, Oregon, Dr. Cutting discusses his journey, including overcoming personal health struggles, the importance of faith, and his commitment to providing holistic healthcare. Learn how Dr. Cutting's clarity on his 'why' have led to rapid growth and meaningful community impact in his new clinic in Meridian, Idaho.00:00 Introduction to the Clinic's Mission00:22 Meet Dr. Anthony Cutting01:08 Discovering Chiropractic: A Personal Journey03:52 Chiropractic Care Beyond Bones and Joints05:41 Challenges with Traditional Medicine10:06 A Journey Through Health Struggles19:28 Starting a Chiropractic Practice22:32 Starting the First Practice23:29 Challenges and Growth24:53 Moving to Idaho26:48 Key Moments in Business Growth29:12 Finding the Right Coach31:30 Faith in Practice41:05 Balancing Life and Work42:12 Final Thoughts and AdviceWho should we interview next?Send nominations to [email protected]

From Paintbrushes to 10 Million-Dollar SuccessWelcome to 'To A Million And Beyond' with Matt Willis of Wizard of Ads! In this episode, we're joined by AJ Dressler, founder and owner of Chroma Coatings, a  painting company based in Raleigh, North Carolina. AJ shares the story of Chroma's growth from its founding in 2017 to nearly $10 million in revenue. Discover critical insights on overcoming roadblocks, the pivotal role of relationships, and the strategies that fueled their rapid expansion. Learn about AJ's early experiences in the painting industry, the challenges of scaling a business, and the impact of Chroma's culture of compassion and family. Dive into compelling stories from their work across North Carolina to Florida, and be inspired by Chroma's commitment to community outreach through the Alpha Foundation in Honduras and Mexico. Join us for an inspiring conversation on business growth, resilience, and the profound importance of relationships.00:00 Introduction and Company Philosophy00:17 Meet AJ Dressler and Chroma Coatings03:10 AJ's Journey: From Canada to Chroma05:39 Building a Business on Relationships11:09 Challenges and Growth in the Painting Industry14:35 The Importance of Company Culture22:31 Recruitment and Employee Relations24:51 Overcoming Early Hurdles26:30 Reflecting on the Tough Years26:50 Crossing the Million Dollar Threshold26:59 Challenges of Commercial Projects27:55 Navigating Financial Struggles29:20 Expanding to New Markets32:09 Transitioning to Quality Pricing34:54 Building Relationships in Business38:19 The Importance of Mentorship40:46 Forming Strategic Partnerships41:54 The Birth of the Alpha Foundation42:46 Supporting Central American Communities49:54 Advice for Aspiring Business Owners51:06 Conclusion and Final ThoughtsWho should we interview next?Send nominations to [email protected]