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Experienced strategist Ryan Redding is the Owner of DP Marketing Services, a digital marketing agency for plumbers and HVAC professionals. As a veteran business consultant, Ryan has helped small and large organizations overcome challenges as well as achieve and exceed goals. When Ryan isn’t strategizing a plan for his clients, you can hear him sharing expertise on his podcast, Blue Collar CEO.

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Here’s a glimpse of what you’ll learn:

  • Ryan Redding shares some of his favorite episodes on the Blue Collar CEO podcast
  • How did Ryan find a niche in blue-collar marketing?
  • How addressing emotional needs positively impacts marketing and business
  • The four books marketers and businesses owners need to read
  • Ryan discusses DP Marketing and the services it offers
  • Is there a magical marketing playbook for plumbers?
  • Ryan shares his “weird” daily schedule

In this episode…

If you own a business, it would behoove you to invest in a website and a marketing specialist. But when it comes to hiring a specialist, where do you start?

First, you want to find a professional who understands that marketing is more than a beautiful website and a play on words. Instead, according to marketing strategist Ryan Redding, you want someone who understands you and your profession. And, as Ryan explains, far too often business owners and marketers disregard appealing to their customers’ needs and emotions. So, what does that have to do with marketing? More importantly, how do business owners practice addressing their customers’ emotions?

Listen to this episode of the Inspired Insider Podcast with Dr. Jeremy Weisz, featuring the Owner of DP Marketing Services and the host of the Blue Collar CEO podcast, Ryan Redding. They discuss Ryan’s marketing agency, how he discovered his niche, the power of addressing customers’ emotional needs, and more.

Resources mentioned in this episode

Special Mentions:


Related Episode(s): 

Sponsor for this episode

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Cofounders Dr. Jeremy Weisz and John Corcoran credit podcasting as being the best thing they have ever done for their businesses. Podcasting connected them with the founders/CEOs of P90xAtariEinstein BagelsMattelRx BarsYPOEOLending TreeFreshdesk, and many more.

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Episode Transcript

Intro  0:01  

You are listening to Inspired Insider with your host Dr. Jeremy Weisz.

Jeremy Weisz  0:22  

Dr. Jeremy Weisz here, Founder of Inspired Insider, where I talk with inspirational entrepreneurs and leaders. Today is no different. We have Ryan Redding. He has the podcast Blue Collar CEO and DP Marketing Services Company. We will I’ll formally introduce you Ryan in a second before I do. I always like to mention past episodes people should check out we have a mutual friend, Adi Klevit. One of my favorite episodes, actually and I was listening to your guy’s episode this morning. It was fantastic. The episode was on how to save hundreds of hours a month using productivity tools because you both geek out on systems and she loves productivity tool. So her check that episode out her company’s So if he needs system built for your company, she is a pro. And Mat Zalk, another Tulsa entrepreneur, and he’s head of Keyrenter Property Management. They’re an easy button to manage single and multifamily residential properties for investors. Check that one out too. That was a good one as well. And this episode is brought to you by Rise25. at Rise25, you know we help businesses give to and connect to their dream 100 relationships. How do we do that? We help you run your podcasts, we’re easy button for helping you launch and run your podcast. You know Ryan, for me we know each other a bit over time. And the number one thing for me in my life is relationships. I’m always looking at ways to give to my best relationships. I found no better way to do that. And then the profile the people and the companies I most admire on this planet have them on and interested the world what they are working on and what they’re up to. So if you’ve thought about podcasting, you should. If you have questions go to You know, we’ve been doing it for over a decade. So happy to answer anything that you throw our way. I am excited to introduce Ryan Redding. He’s the Founder of DP Marketing Services. That’s if you want to check out his website. They’re a full service digital agency for home services companies. And we’ll talk about how he got into that niche. And he also is the author of The Book on Digital Marketing for Plumbing and HVAC Contractors. And the host of the popular home service podcast, Blue Collar CEO, Ryan, thanks for joining me.

Ryan Redding  2:24  

Dude, it is so good to be on here, man and I Yeah, circling back. You do a fantastic job as a connector, because like Adi. Mat and we’re having coffee think next week. Like there’s so many ways that you have introduced us. You actually introduced us. We started doing the US supplementation for our business and we got we got connected through you. Dan’s wacky, yeah, Dan’s

Jeremy Weisz  2:48  

wacky I’m the lobster man. What’s up, Dan?

Ryan Redding  2:52  

So yeah, you are a fantastic people connector, man. Thank you.

Jeremy Weisz  2:56  

So I have, if you’re if you’re listening to the audio, I do have Ryan’s podcast page. You can check it out BlueCollar.CEO, and I want to know some of your favorite episodes.

Ryan Redding  3:07  

Man, there’s so many. I always like it when we get people on who are like really smart and really clever and really funny. One, one someone. The first person that I would probably give his mind is a guy named Caleb Guilliams. Caleb is he looks like he’s 17. But he’s like a financial whiz. And we were connected and had him on the show and in the process of like talking to him about Holy crap. This is a really cool human smart dude understands financial stuff more than most people like ever will and turn into a friendship like and I totally had a personal reduction through through this particular blue collar. So you know, Episode, another friend of mine, Leslie Harpole. Leslie has been on several episodes different context, that same thing, we’ve we’ve developed a friendship through it. There’s one I think one that recently aired, which is a lot of fun, where we pulled in several marketing companies together. Obviously, VP marketing we do marketing shocker. But we had several direct competing companies doing marketing, all in one episode. And it was just so much fun to hear different theories, strategies, approaches, ideas, personalities, all present in one conversation. If someone has ADHD or something similar, it’s it’s gonna be off the rails a bit. But so much fun. I mean, there’s there’s a lot of really great episodes. So obviously marketing, finance leadership, if it’s a business growth topic, it probably gets addressed somewhere

Jeremy Weisz  4:33  

in our library. Love it. So check those out. You know, Brian, the topic of companies in general right is niche How do you choose a niche and you know, if you’re again you’re looking at the video here we’re looking at Ryan’s website dep marketing dot services, marketing that works for H back and plumbing contractors, right. It’s very specific. And I know your background actually is in marketing Have you worked for a big agency way back when? How did you get to HVAC and plumbing contractors,

Ryan Redding  5:07  

honestly, that this story is like so weird because this, we landed here entirely on accident I, several years ago, I was working as a consultant for a university in Oklahoma. And part of my job was to, like advise local small businesses with anything about aspects of the business, they wouldn’t have the knowledge or experience to be able to do. So it can be payroll can be tax structures, it could be marketing strategies, whatever, think about a main street small business. And I would like to consult with whatever sort of concern problem challenge they had. So think of that wherever you live, like, wherever this person listening now is at listening, like, think of like the bakers, the chiropractors or self storage facilities all along Main Street. And they all probably have really crappy websites. So early on, it was, you know, what, let’s just like help them be help these people with like, how to hire, help them with like growth strategies, help them with inventory control systems, or risk prevention, like help them like, learn how to do those things and develop those skills. At the same time, go, you know, let’s do like websites that don’t suck, but that are affordable. And so early on, it was like, let’s just be really low cost websites, it was like for a $100 a month, you know, build a website hosted like, whatever. And so to this day, we have like bakers, chiropractors, self storage places, like still on our books, with these, like, really decent looking websites for a mainstream business. One of the guys that we landed in this season was a plumber. There was nothing special about this guy, he just one of a dozen Main Street like industries. And once we website launched his website, he had just a significant like dramatic impact on his business he went from my numbers might be wrong, I want to say he was 150k top line revenue the year we met. Two, I think this year, he’s just under 5 million in revenue. Like he just had this like gangbusters, sort of, like exponential growth. And he was the first person to say, You know what, Ryan, you just got to stop worrying about all these other guys are spending way too much time worrying about like, how people choose a chiropractor. You just gotta focus on plumbers, and HVAC guys just like me, because we don’t know what we’re doing. We need the phone the ring, and obviously you don’t suck. And so I mean, honestly, candidly, I tell people like I wrestled with this decision because because I’m I’m not like may newly tool oriented, right? Like I don’t have calluses on my hands from like, working on like tools in my garage. I don’t have this awesome shop. I’m just not handy. And it didn’t, didn’t feel like how would I be able to connect with with someone who’s a plumber or an HVAC contractor? I know nothing about those things. And wrestle with it and realize that I think this guy is on to something. So we we kind of started niching down just to focus on plumbing, HVAC, electrical, and have not looked back and that was hands down. The best advice I’ve ever been given. The power of the niche. It’s legit, it is true. And there is more what is it? What is he saying? There are riches in the niches. It’s like it’s a really powerful effect to have.

Jeremy Weisz  8:18  

I thought you were gonna say something different, Ryan, when you’re talking about wrestling because I at least for me, when I think about it, some people get worried about alienating other types of clients. Like you do. Oh, you you know, I don’t want to you know, pigeonhole myself. I want to open it up. But by pigeonhole yourself you also become known as the expert as well.

Ryan Redding  8:41  

Yeah, that’s, that’s the whole thing, right? One you’re a one off to what is it to you’re in competition with yourself some three now you’re an expert. And so once you do it a few times, you get very, very damn good at what you do. And yet there totally is this kind of fear of you’re turning down money and hell look, we turned down a lot, a lot of business who are outside of our lanes, but we do it because we know we can maximize the probability for success for the people we focus on. And we only show people what we’re good at. Right? We’re not having to like figure crap out for somebody who comes up who’s a baker a friend of mine actually just recently released a book on this it’s called niching up

Jeremy Weisz  9:23  

I was literally just about to mention that yes, yeah.

Ryan Redding  9:26  

So Chris Dreyer, if if which I just saw yesterday is like on the Wall Street Journal. Was the Wall Street Journal’s like top 10 Best Sellers right now it’s crazy. Crazy that here we go. So this guy catching up, the narrower the market, the bigger the price. It is awesome. And we have we’re looking right now if you’re on audio, we’re looking at the Amazon page. We’ve got a link to somewhere, but I’ve got a review somewhere in there. Like I was one of the first people to review this book. I was honored to be able to have the chance. But But Chris is another guy because he just says digital marketing for personal injury. to attorneys, and specifically SEO marketing for personal injury attorneys, so not only does he niche his target customer, he finishes his service. So it’s like, he doesn’t do websites. He doesn’t do Facebook. He’s just like, Nope, I only do SEO. And I only do it for these people and he’s damn good at what he does. Yes, you do turn business away. But by turning business away, you need to get very, very deep where you are. And there’s plenty of room to grow there. I told Chris, I’m waiting for the audio version to decent listen, to hear who’s reading this the audiobook? No, I’m not going to tell you. He would exist off if I told you I’m not telling you. Let me just say Is it public not public? It is. It is not public knowledge. It’s like James Earl Jones or something. I will neither confirm nor deny. However, I will say when you see the audiobook come out, you will go holy crap. That’s baller.

Jeremy Weisz  10:56  

Chris goes bigger goes home, so I don’t enter