The One Thing Business Podcast

Pete Primeau is a seasoned leader in the furniture and mattress industry, bringing over 44 years of hands-on experience, innovation, and insight to his work. Throughout his career, he has built a reputation for deep industry knowledge, strategic thinking, and a commitment to helping businesses grow and adapt in a changing marketplace. In addition to his professional accomplishments, Pete is the author of two books, where he shares practical expertise and perspectives drawn from decades in the field. He also hosts The Pete Primeau Show, a weekly live podcast that features industry discussions, trends, and interviews, further solidifying his role as a trusted voice and thought leader in the home furnishings space.

This episode picks up where Episode 1 left off, shifting from the psychology of trust and conversion into the practical application of podcasting as a strategic business tool. My guest Tom Runfola and I explore how a podcast, when done right, is not just content, but a positioning mechanism that educates prospects, builds trust, and sets the stage for the sales process before a conversation ever takes place. We introduce the concept of the “Deep Dive Podcast,” a long-form, strategically engineered asset designed to showcase a business owner’s thinking, philosophy, and expertise in a way that separates them from competitors who rely on surface-level marketing .Tom explains that the power of a Deep Dive lies in its combination of AI technology and human-driven marketing strategy. While AI can assemble content, it is the research, experience, and strategic insight behind it that creates true authority. The episode emphasizes that prospects don’t buy based solely on features or credentials, they buy based on trust. By using a third-party, interview-style format, the Deep Dive lowers resistance and increases credibility, allowing prospects to be confident in their decision before ever engaging directly with the business .We also highlight how this type of podcast becomes a long-term marketing asset rather than a one-time piece of content. It can be used across multiple platforms, from pre-call qualification and sales presentations to lead generation, follow-up, and client onboarding. Tom further explains that if he and MJ had this tool while running their childcare centers, it would have elevated their positioning, increased conversion rates, filtered out non-prospects, and ultimately increased the overall value of the business. The key takeaway: a well-researched, developed, and executed Deep Dive doesn’t just attract attention, it manufactures authority and transforms how a business competes in its market.

In this episode of the One Thing Business Podcast, I open by addressing what many people are calling an “affordability crisis,” challenging small business owners to look beyond media narratives and instead adopt the mindset of leaders who rely on data, proof, and clear thinking. He explains that we are now operating in what he calls a “proof economy,” where customers demand reassurance, testimonials, case studies, and clear processes before making decisions. This shift sets the stage for a discussion about the growing role of podcasting as a business tool, not simply as entertainment, but as a powerful form of relationship marketing that educates prospects and builds trust before the sales conversation ever begins Joining me is serial entrepreneur Tom Runfola, who shares insights from more than four decades of building and selling businesses across multiple industries, including early childhood education. Tom recounts how he and his wife MJ built and successfully exited a multi-location childcare company by positioning themselves not as the biggest or the cheapest option, but as the trusted authority in their category. Their success, he explains, came from understanding that business growth is not about having the best product alone,  it’s about controlling perception, building trust, and eliminating doubt before prospects ever reach the point of making a decision The conversation then dives into the psychology behind customer decisions, using the childcare industry as a case study. Tom explains that parents make decisions emotionally first and logically second, and that the real challenge is not generating demand but dissolving uncertainty. By engineering a structured “tour” process that addressed parents’ fears before they were even expressed, Tom and MJ were able to dramatically outperform competitors with conversion rates as high as 80 percent. The lessons extend far beyond childcare: every business, regardless of industry, must understand the emotional drivers of its customers and design its sales process to move prospects from uncertainty to confidence.

If there’s one indispensable tool and skill in business, it’s mastering the telephone. The more a business tries to shy away from leveraging both inbound and outbound phone calls, the more it diminishes its chances of success. No matter how much technology evolves, personal connection and genuine customer service remain irreplaceable. The phone serves as the lifeline of success for any business. Even as communication technology advances and mass communication channels multiply, the one-on-one phone call between a prospect and a salesperson remains the gold standard for effective selling. Heather Nottingham is the Co-Founder and VP of Training for All-Star Dental Academy, a top online coaching, and training company for dental practices.  Before dentistry, she was a former retail sales trainer and manager for retail giants such as Bloomingdale’s and Kate Spade.  She then became a top dental new patient coordinator and took her practice from $1 million to $2.4 million in less than 18 months. Heather has over 24 years’ worth of customer service, training, and phone experience. She designed the All-Star Phone Success Course, Customer Service Course, as well as the GREAT Call® Process, a trademarked process of handling phone call intake using a service-based approach to convert callers to appointments.  

Pete Lillo, widely known as “Pete the Printer,” is a veteran of the direct response marketing world with decades of hands-on experience helping entrepreneurs, marketers, and business owners turn ideas into high-converting printed promotions. His nickname comes not just from his trade, but from his deep understanding of how print fits into the greater marketing strategy, a skill originally honed as an insurance agent selling policies for Prudential straight out of his service in the U.S. Navy.In his career, Pete worked closely with and printed campaigns for Gary Halbert, one of the most influential copywriters in direct marketing history, gaining rare insight into what makes a promotion not just good, but wildly profitable. He’s a longtime business partner and friend with Dan Kennedy, printing and helping bring to life some of Kennedy’s most impactful programs. Originally in the printing business, his client roster included work on campaigns with Dave Thomas, the founder of Wendy’s, helping shape print communication that maintained the personal, hometown feel the brand was known for, even on a national scale.Long since owning and running a print shop, Pete Lillo has become a connector, a behind-the-scenes strategist, and a trusted ally to the biggest names in marketing. His stories, experiences, and insights into what makes direct mail and printed marketing succeed are unmatched, and he continues to be a valuable resource to the next generation of response-driven marketers.

Amy Baughman Sew & Quilt, located in Pittsburgh, Pennsylvania, is a beloved local business that has been serving the community with a passion for sewing and quilting for over two decades. Founded by Amy Baughman, a dedicated enthusiast of the craft, the shop has become a hub for both beginners and experienced sewers and quilters alike.Amy Baughman Sew & Quilt is renowned for its comprehensive selection of sewing machines, fabrics, quilting materials, accessories, and sewing notions. The store not only sells high-quality products but also offers a wide range of classes and workshops designed to enhance the skills of sewers at all levels. From introductory courses on sewing basics to advanced workshops on intricate quilt-making, Amy Baughman Sew & Quilt fosters a supportive, creative environment where crafters can thrive.Amy's commitment to her customers goes beyond providing supplies and classes; her store is a community space where crafters can gather to share ideas, seek advice, and draw inspiration from one another. The warmth and expertise of Amy and her staff make Amy Baughman Sew & Quilt a cornerstone of the Pittsburgh crafting community.Through her business, Amy Baughman continues to inspire a love for sewing and quilting in Pittsburgh, contributing to the preservation and evolution of these timeless arts. The shop's enduring success is a testament to Amy's passion, dedication, and the deep connections she has cultivated within her community.This episode was sparked by announcements of Joann Fabrics, a major retain chain of stores closing its 800 stores across the United States. At one time, Joann was the largest fabric and sewing retailer in America. On this episode, I talk with Amy about what makes her local store more agile and profitable than the large retail store, and why she's grown and prospered for 30 years.

The Texas Baseball Ranch, located in Montgomery, Texas, is a specialized training facility dedicated to enhancing pitchers' performance through individualized programs. Founded by Coach Ron Wolforth, the Ranch emphasizes a personalized approach, assessing each athlete's unique strengths and areas for improvement. This methodology has led to over 613 pitchers surpassing the 90-mph mark (as of this publication).Incorporating multiple steps and various media in the selling process of high-ticket products and services is crucial because it builds trust, nurtures relationships, and effectively addresses potential objections over time. High-ticket purchases typically involve a longer decision-making process, as clients are investing significant amounts of money and want assurance that they are making the right choice. By using a multi-step approach that leverages diverse media—such as email, direct mail, phone calls, social media, and personalized video businesses can reach prospects through their preferred channels and keep their brand top-of-mind. This layered strategy allows sellers to educate, build credibility, and provide value at each touchpoint, gradually guiding prospects towards a confident buying decision. It’s a way to engage different buyer personas, meet them at various stages of their journey, and create a comprehensive experience that builds trust and drives conversions. This is a foundational principle of the Ranch’s growth and success.Jill Wolforth serves as the Director of Ranch Marketing & Promotions at the Texas Baseball Ranch. The Texas Baseball Ranch was founded in 2003 by Ron Wolforth & Jill Wolforth. The Ranch was established as a sanctuary for athletes, offering personalized training protocols and a supportive environment where players can dream as big as their work ethic allows. 

Pastor Jeff Tauring is the dynamic and compassionate leader of Liberty Valley Church, renowned for his deep commitment to community building and spiritual guidance. With a ministry that skillfully combines traditional values with modern relevance, Pastor Tauring has profoundly influenced both his congregation and the wider community.While there are two topics traditionally avoided in polite conversation—religion and politics—Pastor Tauring confidently incorporates both into his church's marketing and advertising strategies. By decisively choosing a specific niche and actively targeting a particular audience, Liberty Valley Church's congregation has seen remarkable growth and continues to expand. Despite the common belief that traditional media like radio and billboards are outdated, he has utilized these platforms with great success.This upcoming episode is essential listening for anyone who has been advised to identify a target customer and pursue them aggressively but hesitates for fear of alienating others. Pastor Tauring's philosophy and promotional tactics will provide valuable insights.Be advised, we do discuss politics and religion in this episode. However, I encourage you to approach it with an open mind. This may very well be the most impactful podcast you listen to, offering significant learning opportunities.

Developing personal relationships is the lifeblood of any successful business, as it fosters trust, loyalty, and a sense of connection—both internally with team members and externally with clients. Strong relationships with employees create a positive work environment, leading to greater motivation, collaboration, and productivity. When staff feel valued and understood, they are more committed to achieving shared goals. On the client side, building genuine connections establishes trust, turning one-time customers into loyal advocates. In a world dominated by automated systems and impersonal transactions, the businesses that prioritize authentic relationships stand out. These connections create a foundation of mutual respect and understanding that not only drives repeat business but also fuels long-term growth and sustainability.Illens Dort is a leadership speaker, trainer, coach, and mentor with a passion for helping people find their passion and do it with compassion. He is also a member of The John Maxwell Team; an elite group of speakers, coaches, trainers, and mentors. He speaks on a number of topics: Building and Investing in Human Capital, Establish and Cultivate Lasting Relationships, Authentic and Transformational Leadership, and Leading with Passion and Compassion.Community. He is the founder of Human Ekdromi, a company that focuses on humanitarian excursions, corporate training, and executive retreats.

In today’s over-marketed and commoditized world, Ari Galper, the author of six best-selling books and the world’s number one authority on trust-based selling, has defined the state of selling in today’s economy as the “Trust Recession”.If you’re in a low-volume/high-margin business, and you have a long sales cycle, with multiple steps, causing you to “chase” potential customers and clients, Ari has created “The One Call Sale” trust-based selling system.

You have heard the story of the Tortoise and the Hare. The slow and steady wins the race. That's the money-making power of the newsletter. It is an anomaly in the direct marketing world, but you cannot argue with results. Only results matter. On this episode of The One Thing Podcast, I talk with Justin Miller, founder and owner of Profit 911, soon to be branded Jurassic Marketing, to talk about the newsletter and how it fits into any businesses' marketing efforts.Profit 911 Consulting Inc., based in East Moline, Illinois, is a direct mail marketing agency dedicated to accelerating small business growth through innovative and trackable direct mail campaigns. Their team, known as "The Herd," comprises marketing experts passionate about helping businesses dominate their niches by delivering impactful marketing strategies that require minimal client effort. Services include newsletters, pen-written cards, and letters, all designed to effectively engage target audiences. With a mission to help businesses grow efficiently, Profit 911 offers a unique approach that combines traditional direct mail methods with modern tracking techniques, ensuring measurable results for their clients.

The next generation will inevitably take the reins of business from seasoned veterans, but the question remains: what will they learn, and what will they achieve? There’s a small, ambitious group of young entrepreneurs choosing an unconventional path to success, one not typically taught in higher education. This select group seeks wisdom from the masters before them, combining real-world experience with academic learning, and discovering that true insight often comes with age.In this episode, you’ll meet Austin Hornsby. Like many others, Austin began his journey by attending college, aiming for a traditional career path. However, he was fortunate to also encounter the dynamic world of direct response marketing and advertising—an industry driven by renegades and trendsetters. You’ll hear about Austin’s unique and unconventional path to success, and how, at just 24, he became the top salesperson for the nation’s leading replacement window company, out-earning his peers by an astonishing 100:1 ratio.

 Throughout my career, I've harnessed the power of free media and PR to promote my shows and build my brand. As an entertainer, it was essential to gaining visibility and making a name for myself. The advertising impact of free media—whether in print, on television, or radio—can’t be bought at any price. Yet, many businesses struggle to secure this kind of publicity because they approach it the wrong way. In media, there's a clear distinction between paid advertising and stories or editorials. While people might glance at ads, they truly engage with stories and editorials. The real goal of any advertising effort is to get noticed, read, and ultimately elicit a response. In this episode, I speak with a PR expert who has a proven track record. I've referred clients to her, and she’s consistently secured valuable media coverage for them. This is a powerful marketing strategy that few have truly mastered. Melanie Rembrandt is the founder of Rembrandt Communications®, LLC, She is an award-winning publicist, copywriter, and speaker. She has helped thousands of entrepreneurs worldwide through her articles in top publications, such as Harvard Business Review, The Rich Dad Company, Thrive Global, Medium, Success, Hollywood Weekly and others. She’s appeared with Dan Kennedy’s No B.S., Robert Kiyosaki’s Rich Dad, American Writers and Artists Institute, PINK, and at many other event.In addition to this podcast, she’s also been a guest on  the “Simplify Your Business” C-Suite Radio podcast, and The Small Business PR Academy. A magna cum laude graduate of the prestigious UCLA School of Theater, Film and Television, Melanie has appeared on all of the major television networks and is the author of “Simple Publicity,” “Secrets of Becoming a Publicist”, published by AWAI and “Dance Class Etiquette.”  Entrepreneurs, Fortune 500 companies, and celebrities work with Melanie to have more time to thrive and boost sales, awareness and credibility. When she’s not at her desk? You’ll probably find her helping others, kickboxing, dancing, or scuba diving with sharks!

 This isn't the first time a guest has emphasized the power of having a targeted, qualified prospect list for marketing and sales. However, in this episode, you'll meet Darin Garman, who brings a fresh perspective. While it might seem that Darin is simply in the commercial real estate business, he has redefined the approach to buying and managing multi-unit residential properties in Iowa, USA, the Heartland of America.Darin has built the largest residential real estate portfolio in the region and developed a unique business model. In our conversation, he shares how the business concept evolved and highlights the crucial role of lists in its success. Darin’s "One Thing" is a strategy that can be applied to any business, across all categories and industries.You can watch the podcast on YouTube at: https://youtu.be/KKewdMfbZ3c?si=kQhKt8cWPQ4elU94

For entrepreneurs, being on the lookout for new ideas is essential to staying competitive and innovative in an ever-changing business landscape. The commitment to lifelong learning is key, as the world evolves and new challenges and opportunities arise. Entrepreneurs who embrace the mindset of being perpetual students are better equipped to adapt, grow, and seize fresh opportunities. This pursuit of knowledge not only fosters creativity but also helps them stay ahead of trends and anticipate the needs of their market. By continually learning and seeking out new perspectives, they cultivate resilience and the ability to innovate, which are vital traits for long-term success.In the face of the perfect storm: The real estate market crash, a struggling law practice, and devastating personal tragedies nearly brought Greg McCollum to the brink of failure. However, armed with his passion, value-based upbringing, and a commitment not to fail, Greg did what few in his position would do: he kept going. When faced with insurmountable odds—where most would crumble, retreat, and accept failure—Greg persevered. He kept his eye on the future and found a way to overcome impossible odds.Today, Greg runs a seven-figure criminal defense law firm in Myrtle Beach, South Carolina. He works only seventeen hours a week, takes regular vacations, travels with his two daughters, and enjoys life on his own terms. Greg’s journey embodies the American Dream: overcoming debilitating struggles and an often-wavering commitment, he persevered until he succeeded. Greg shares his story in his new autobiographical book: From Chaos to Control - A Criminal Defense Lawyer's Guide to Building an Abundant Life.You can watch the podcast on YouTube at: https://youtu.be/tTcfsbGmtHE?si=FIX4ukrw4VNnXOrF

Day 14 of being sequestered (by Governor decree). So far, no contagions in the Sheetz household.It's hard to get away from the conversation going on currently.If your business isn't on the exempt list, you may be sitting home wondering what will happen, what can you do?I just published another episode of my podcast. In this episode, I speak with Ben Glass. A highly successful attorney in Virginia, coach and adviser to hundreds of solo-attorneys, husband and father to 9 kids.This is an extremely timely discussion. In the coming weeks life will make the move toward some kind of normalcy. You'll be playing catch up managing the fall out and trying to figure out what to do to get the financial wheels put back on.Ben offers ONE Thing you can (and should) do. Take 20-minutes now to listen in on our conversation.

I have good news and bad news! The good news is you're the boss. You get to make the decisions, lead people, you get all the perks. The bad news is you're the boss. Everyone's looking to you for answers, for direction and confidence.Who's there to TALK YOU OFF THE LEDGE?Owning and running a business is the loneliest job. There are times you feel like you're on an island all alone. When you're not. All the other business owners feel as you do. It doesn't matter how success you or your business is, there's always sleepless nights and something new to worry about... like the spread of a crazy virus. How should it have an impact on business, but it does. My guest this episode is Pete Lillo.Pete has a long history with successful people and business. From the watch tower of a US Navy Mine Sweeper in the 6-day war (June 1967) to a highly successful startup print shop in Fairlawn, Ohio he connected with the most iconic and successful marketing minds - Gary Halbert (Coat of Arms), Dave Thomas (Wendy's Restaurants) & Dan Kennedy. Pete shares the secret, the ONE Thing he credits his success to... The Power of the Mastermind.

When the student is ready, the teacher will appear. On this episode you’ll meet my good friend Jerry Jones. Jerry and his company Jerry Jones Direct have helped independent dentists grow exponentially, at a rate that would make the average business owner’s head spin. Dentists going from eeking out a practice to massive success, like a young man stepping up to the carnival high striker game to impress his girlfriend and with one swing of the sledgehammer hitting the jackpot; stunned in amazement of what he’d accomplished.On this episode Jerry shares the one thing he advises every client to do. On this we agree. Jerry has made many a dentist rich and he, himself, is not a dentist. You learn most from those outside your industry and you learn best by paying attention.What Jerry shares, this one idea, has earned me over 6-figures, from one client.  And I do it with every client.

An overlooked area in every business is nurturing money from the prospects who've already indicated interest in you, your product or service, but have not yet purchased from you. This is found money squandered unless you have a system for pursuing it after the initial contact or presentation. Just because they said no doesn't mean they won't say yes in the future. But NO, to the average person, means stop. To the extraordinary marketer, it's the start of a money-making process.My friend and super-successful direct response copywriter Doberman Dan discusses how he's used direct response copy writing to generate millions of dollars with a simply follow up strategy. This is to what the average person would consider an abandoned or lost sale. This is a unique skill Doberman Dan and I share. Both scrappy, bootstrap-style marketers, we've built highly successful businesses on the backs of great follow up systems.Follow up on lost sales is like marketing prospects in a vacuum. When competition fails to close the sale, they will leave the prospect alone – I guarantee it. Therefore, you should continue to pursue them. Dan discusses how to prosper from it, when no one else does.On the podcast you’ll hear about the big stack of wealth every business is sitting on. You’ll discover the one thing Dan does to capitalize on that big stack of wealth.

Mike is an advisor, author and speaker for business owners looking to stand out. Since 1998, Mike has helped thousands of business owners market their business smarter. He is the inventor of the world-famous collection of hand-drawn direct-response doodles—CopyDoodles®—which are used by copywriters, marketers and business owners around the world.For the past decade, Mike has helped business owners become published authors and in 2019 he launched Bite Sized Books, a new publishing venture founded on his proven formula for creating short, helpfulbooks (shooks™) for Main Street business owners. Shooks are the ideal type of book for local business owners to publish because they are easy to create, can be read in about an hour and offer helpful ways for readers to connect with the author.In his latest shook, Main Street Author, Mike shares his proven formula anybody can use to author, publish and leverage a shook

Rich is the definition of a serial entrepreneur. He possesses 2 critical traits all solo businesspeople must possess:FearlessnessTaking fast actionRich's primary business is helping small and mid-sized law firms grow. He's also hosted the largest independent live cryptocurrency event ever held. If that's not enough, he launched a pillow manufacturing business, producing Custom Tailored Pillows. The story behind how and why he launched this business, which will take a big chunk of business directly with Mike Lindell's nationally advertised 'My Pillow' brand, is a marketing lesson in and of itself.In this episode, the ONE Thing Rich shares with you is how he systematizes everything he does in his businesses. If you've ever wanted to get more accomplished, make more money and do less work, this episode is a must hear broadcast.You'll hear how Rich:Identifies every category of the business needing attentionHow to measure its monetary valueDecide if it's a 'must-do' activity for himself, or can it be delegatedHow to find the right people to whom to delegate activitiesHow to keep it all running efficiently so it doesn't fall apart