Small Business SEO
MY AI SCORE904-447-0750
LIVE · INTERACTIVE BOOK · 25 YEARS OF MARKETING PLAYS · 2026

THE BALLS OUTMARKETING BOOK

30 minutes to read. A weekend to ship. Fix your marketing. Or hire us.

Start The Book →Find Your Fix In 60 Seconds
Outside The Norm

I Quit A Cushy Job.
To Bet On Myself.

Just married. Son was a year old. Everyone said I was an idiot.

The Reality
Handful of customers. Almost no money in the bank.
I did it anyway.
That was 25 years ago. One obsession since.
Just married. Son was a year old.Handful of customers. Almost no money in the bank.I did it anyway. 25 years and one obsession since.
25
Years In
$8
Returned per $1
7.2x
Avg ROAS
1
Obsession

This book is the playbook I built. Every win. Every dumb mistake. Every fight to get here.

Start The Playbook →
Your Fix

Find Your Fix

in 60 seconds
6 Questions. Real Answers.

Tap yes or no. We'll show you exactly which chapters fix what's broken.

01I have a written marketing plan.
02I track every lead back to where it came from.
03I know what each new customer costs me.
04My website turns visitors into phone calls.
05I'm running ads that make money, not just spend it.
06I post original content daily.
The 15 Plays

Your Next 15 Moves.

Plan the attack.

  1. 01
    The MindsetWhy most owners quit before it works.
    2 min
  2. 02
    Break The MoldStop copying. Your competition is broke.
    3 min
  3. 03
    Build A Kick Ass BrandGeneric brands disappear. Yours can't.
    3 min
  4. 04
    StrategyStop guessing. Start tracking what works.
    4 min
  5. 05
    Time To AttackHit fast. Hit hard. Don't wait.
    3 min
  6. 06
    Guerrilla WarfareCreativity beats cash. Every time.
    3 min
  7. 07
    TurbochargeGet the holy trifecta running.
    4 min
  8. 08
    Kick Ass ContentTell stories. Sell results.
    4 min
  9. 09
    Balls Out LeadershipLead from the front. Or lose.
    3 min
  10. 10
    Handling The BSCritics mean you're winning.
    3 min
  11. 11
    Money Money MoneyTrack every dollar. Know your ROI.
    4 min
  12. 12
    Leading The ChargeAdapt. Innovate. Scale.
    3 min
  13. 13
    The LegacyBuild something that lasts.
    3 min
  14. 14
    The FutureAI changed everything. Are you ready?
    4 min
  15. 15
    Balls Out LifeBuild a life worth working for.
    3 min
Progress
0/15 Done
CHAPTER 01
The Mentalist

The Mindset

“You're working 70 hours and the phone still isn't ringing.”
2 min read1 min worksheet
The Stat
0%

of small businesses are dead by year 5. Most quit too early.

Balls Out is not about talent. It's about volume. One no means nothing. Ten no's mean nothing. A hundred no's mean nothing. Until you've put in the reps, you haven't even started. Most people don't hit their limits. They hit resistance. They hit embarrassment. They hit discomfort. Then they stop. Balls Out means you don't stop there. You stop when you've actually exhausted the opportunity. And most people never even get close.

Key Takeaways

  1. 01
    Define Your Vision

    If you don't know where you're going, you're already lost. Commit to a bold vision and make it happen, no excuses.

  2. 02
    Get Out Of Your Comfort Zone

    Playing it safe is for amateurs. If you're not risking it, you're not growing.

  3. 03
    Be Consistent

    Bold moves mean nothing without follow-through. Show up every damn day and get it done.

Interactive Worksheet

The Mindset Worksheet

Writing it down makes it real. Your answers save automatically.

CHAPTER 02
Redefining Standards

Break The Mold

“You look like every other guy in your market. That's why nobody picks you.”
3 min read2 min worksheet
The Stat
0%
Original Brands · higher rankings, AI citations
0%
Copycats · lost ad performance

Original brands rank 300% higher and get cited by AI. Copycats lose 60% on ad performance.

Most people are not limited by ability. They are limited by exposure. They operate inside inherited ceilings and never question them. They see what everyone else around them is doing and assume that's the boundary. It isn't. The same thing happens in business. Companies copy competitors. They match pricing. They mirror messaging. Then they wonder why they look like everyone else. Breaking the mold starts with seeing that the mold exists.

Mavericks

These brands broke the mold. They went weird. They went big. They won.

Apple
Apple
From: Marketing Mavericks

"Think Different" sold the kind of person you could become, not the spec sheet.

The Lesson
Sell identity, not features.
Steal This Play
  1. 1.Write down who your customer wants to be
  2. 2.Make every ad feel like a step toward that person
  3. 3.Cut the spec sheet from your hero section
Liquid Death
Liquid Death
From: Marketing Mavericks

Sold water like beer. Cans, not bottles. Death metal branding.

The Lesson
Sell the vibe, not the product.
Steal This Play
  1. 1.Find the boring product in your category
  2. 2.Pick a vibe that is the opposite of every competitor
  3. 3.Commit so hard people think you are insane
Old Spice
Old Spice
From: Marketing Mavericks

Made dad soap go viral. Talked to women buying for men.

The Lesson
Talk to who buys, not who uses.
Steal This Play
  1. 1.Find out who actually pulls the wallet
  2. 2.Write your ads for them
  3. 3.Make it weird enough to share
Cards Against Humanity
Cards Against Humanity
From: Marketing Mavericks

Sold nothing on Black Friday. Charged $5 for cow manure.

The Lesson
Anti-marketing is marketing.
Steal This Play
  1. 1.Find what every competitor does
  2. 2.Do the opposite, publicly, on the same day
  3. 3.Make the press release write itself
GoPro
GoPro
From: Marketing Mavericks

Customers shot the ads. Built a media company that sells cameras.

The Lesson
Your customers are your best content team.
Steal This Play
  1. 1.Make a hashtag worth using
  2. 2.Repost the best customer content daily
  3. 3.Reward the creators publicly
Red Bull
Red Bull
From: Marketing Mavericks

Sponsored Felix Baumgartner jumping from the stratosphere. Built a media empire around the brand.

The Lesson
Be the show, not the sponsor.
Steal This Play
  1. 1.Pick an event you would watch even if you didn't have to sell
  2. 2.Own it. Don't just slap a logo on someone else's
  3. 3.Build a content engine around it
Nike
Nike
From: Marketing Mavericks

Three words. Just Do It. Outlived a dozen ad agencies.

The Lesson
A great line outlives every campaign.
Steal This Play
  1. 1.Boil your brand promise to 5 words or less
  2. 2.Test it on 100 customers before locking
  3. 3.Use it everywhere for 10 years minimum
Coca-Cola
Coca-Cola
From: Marketing Mavericks

"Share a Coke" replaced the logo with first names on the bottle. Sales rose for the first time in years.

The Lesson
Make the product a personal artifact.
Steal This Play
  1. 1.Find the smallest customization that still feels personal
  2. 2.Roll it out where customers can find their own
  3. 3.Let them be the marketing
Spotify
Spotify
From: Marketing Mavericks

Spotify Wrapped. Made user data a year-end personality reveal.

The Lesson
Give them something to share.
Steal This Play
  1. 1.Find the data your customers want to brag about
  2. 2.Wrap it in shareable graphics
  3. 3.Release it on a fixed schedule every year
Burger King
Burger King
From: Marketing Mavericks

"Moldy Whopper" showed the burger rotting on camera to prove no preservatives.

The Lesson
Show the truth competitors hide.
Steal This Play
  1. 1.List what your industry refuses to show
  2. 2.Pick the one thing that proves your standard
  3. 3.Show it. Loudly
IKEA
IKEA
From: Marketing Mavericks

Furniture you build yourself. Cult following for 80 years.

The Lesson
Make customers part of the story.
Steal This Play
  1. 1.Find one task you can hand to the customer
  2. 2.Make it satisfying, not annoying
  3. 3.Reward them for completing it
Lego
Lego
From: Marketing Mavericks

The Lego Movie. A two-hour ad that the audience paid to see.

The Lesson
If your ad is good enough, people pay for it.
Steal This Play
  1. 1.Treat content like a product
  2. 2.Hire writers who would tell the story even without you
  3. 3.Earn the watch. Don't buy it
1 / 12

Played It Safe

These brands played it safe. They copied. They protected the past. They disappeared.

Blockbuster
Blockbuster

Stayed on DVD. Passed on buying Netflix for $50M in 2000.

The Lesson
Comfort kills.
What You Avoid
  1. 1.List what's working today
  2. 2.List what could replace it in 5 years
  3. 3.Bet on the replacement before you have to
Kodak
Kodak

Invented digital photography in 1975. Buried it to protect film.

The Lesson
Don't protect the past from the future.
What You Avoid
  1. 1.If your team builds the future, ship the future
  2. 2.Let the new product cannibalize the old
  3. 3.Better you eat your lunch than a competitor does
Yahoo
Yahoo

Passed on buying Google for ~$1M. Passed on Facebook in 2006.

The Lesson
Vision is a survival skill.
What You Avoid
  1. 1.When something small grows fast, take it seriously
  2. 2.Pay too much for it, not too little
  3. 3.If you're the leader, act like one
Sears
Sears

Wrote the playbook for retail. Then stopped writing it.

The Lesson
First doesn't mean forever.
What You Avoid
  1. 1.Audit your category every 6 months
  2. 2.Find what's changing fastest
  3. 3.Move there before you need to
Nokia
Nokia

Owned mobile. Dismissed the iPhone as a niche toy. Gone from the top in under a decade.

The Lesson
Laughing at change is the end.
What You Avoid
  1. 1.Take every new entrant seriously
  2. 2.Especially the ones that look like toys
  3. 3.If a customer leaves for them, ask why
Motorola
Motorola

RAZR was the world's top phone in 2005. They were late to the smartphone era and never recovered.

The Lesson
A hit product is not a strategy.
What You Avoid
  1. 1.Treat every hit as borrowed time
  2. 2.Ship the next platform before this one peaks
  3. 3.Cannibalize before competitors do
Toys R Us
Toys R Us

Outsourced its entire e-commerce to Amazon for nearly a decade.

The Lesson
Never hand the keys to your store.
What You Avoid
  1. 1.Identify your most valuable channel
  2. 2.Own it directly. No matter the cost
  3. 3.Never let a partner control your customer relationship
JC Penney
JC Penney

New CEO killed coupons. Customers loved coupons. Sales collapsed.

The Lesson
Don't fix what your customer loves.
What You Avoid
  1. 1.Survey before you change anything pricing-related
  2. 2.If customers love a tactic, they will punish you for killing it
  3. 3.Test changes in one market first
Borders
Borders

Outsourced its online store to Amazon. Filed for bankruptcy in 2011.

The Lesson
Your channel is your asset.
What You Avoid
  1. 1.List the channels you do not directly own
  2. 2.Build alternatives now
  3. 3.Never depend on a competitor's pipe
Compaq
Compaq

PC market leader of the 1990s. Acquired by HP in 2002 after losing direction.

The Lesson
Scale is not strategy.
What You Avoid
  1. 1.Big does not mean safe
  2. 2.Re-pick your customer every 3 years
  3. 3.Kill product lines before they kill you
Zune
Zune

Microsoft's late iPod competitor. Killed in 2011 after years of low sales.

The Lesson
Late + me-too = dead.
What You Avoid
  1. 1.If you are second, be radically different
  2. 2.Same-but-better is rarely better enough
  3. 3.Pick a new game
Segway
Segway

Hyped to "reshape cities". Sold a fraction of projections. Original company sold off.

The Lesson
Hype is not demand.
What You Avoid
  1. 1.Pre-sell before you build
  2. 2.If real customers will not pay, the idea is wrong
  3. 3.Ego does not validate a market
Google Glass
Google Glass

Launched as the future of consumer wearables. Pulled the consumer version after privacy backlash.

The Lesson
Read the social contract before you ship.
What You Avoid
  1. 1.Show prototypes to non-techies
  2. 2.If they react with discomfort, fix it
  3. 3.Tech that breaks norms loses, even when it works
Google+
Google+

Forced into every Google product. Shut down for consumers in 2019.

The Lesson
You cannot force a network.
What You Avoid
  1. 1.Networks have to be earned
  2. 2.Forced adoption breeds resentment
  3. 3.Make people choose you
Fire Phone
Fire Phone

Amazon's 2014 phone took a $170M write-down within months.

The Lesson
Familiar brand. Wrong product.
What You Avoid
  1. 1.Brand strength does not transfer to every category
  2. 2.Test the actual purchase intent first
  3. 3.Walk away faster when the data says walk
Xerox
Xerox

Invented the modern GUI at PARC. Apple and Microsoft commercialized it instead.

The Lesson
Inventing is not winning.
What You Avoid
  1. 1.Ship what your team builds
  2. 2.If a small competitor would kill for it, that is the signal
  3. 3.Treat R&D outputs like products, not patents
1 / 16

Went Too Far

These brands swung big and missed. Their lesson: weird needs a point.

Pepsi
Pepsi

Kendall Jenner hands a Pepsi to police during a protest. Pulled within 24 hours.

The Lesson
Don't borrow a movement to sell a product.
Where They Broke
  1. 1.Ask: would I run this if money was not involved?
  2. 2.If the answer is no, don't run it
  3. 3.Sell what you actually do, not what's trending
Peloton
Peloton

Holiday ad showing a wife gifted a bike was widely mocked as a hostage video.

The Lesson
Watch how it lands, not how you mean it.
Where They Broke
  1. 1.Show every campaign to 20 people who were not on the team
  2. 2.If 3 people get a bad vibe, fix it
  3. 3.Intent doesn't matter once it's live
Snapchat
Snapchat

Redesigned for creators in 2018. A petition with over a million signatures asked them to revert.

The Lesson
Don't redesign for the wrong customer.
Where They Broke
  1. 1.Identify your power user
  2. 2.Design for them, not for the case study
  3. 3.If a redesign hurts engagement, roll it back fast
Burger King UK
Burger King UK

Tweeted "Women belong in the kitchen" on International Women's Day, intending a job-applicant punchline.

The Lesson
Tone is everything.
Where They Broke
  1. 1.No edgy jokes from corporate accounts
  2. 2.If a campaign needs context, kill it
  3. 3.Funny only works when 100% of the room laughs
H&M
H&M

"Coolest Monkey In The Jungle" hoodie modeled by a Black child. Pulled globally after backlash.

The Lesson
Diverse rooms catch what monocultures miss.
Where They Broke
  1. 1.Have voices outside the team review every public asset
  2. 2.If it could read wrong, it will
  3. 3.Apologize fast and fix the room
Dove
Dove

A 2017 Facebook ad showed a Black woman becoming white after using soap. Pulled and apologized for.

The Lesson
A 30-second ad can erase a decade of brand.
Where They Broke
  1. 1.Treat the cutting-room floor like a public stage
  2. 2.Sign-offs need diverse eyes, not just senior eyes
  3. 3.Pull faster than you defend
Gillette
Gillette

"The Best Men Can Be" tackled toxic masculinity. Drew massive backlash and boycott calls.

The Lesson
Brand voice is a contract with your buyer.
Where They Broke
  1. 1.Map the politics of your existing customer
  2. 2.If a stance breaks the contract, expect the bill
  3. 3.Lead causes you can sustain through the heat
Volkswagen
Volkswagen

Dieselgate. Software cheated emissions tests. Tens of billions in fines and recall.

The Lesson
Marketing cannot outrun product fraud.
Where They Broke
  1. 1.Audit the claims your marketing makes
  2. 2.If engineering cannot back them, kill them
  3. 3.Honest copy beats clever copy that lies
Heineken
Heineken

"Sometimes, lighter is better" ad pulled for racial framing.

The Lesson
Read every visual through the harshest lens.
Where They Broke
  1. 1.Storyboard reviewed by people outside marketing
  2. 2.If a single frame reads wrong, the spot reads wrong
  3. 3.Visual context can hijack a clean line
Audi
Audi

Super Bowl spot using a young girl was widely panned for an unsettling tone.

The Lesson
Production polish does not save a creepy script.
Where They Broke
  1. 1.Read the script alone before the storyboard
  2. 2.If it reads wrong on paper, it will read wrong on TV
  3. 3.Polish amplifies whatever was there
Reebok
Reebok

A controversial gym slogan campaign was pulled after public backlash.

The Lesson
Edgy without strategy is just risk.
Where They Broke
  1. 1.Ask what the line costs you if it lands wrong
  2. 2.If you cannot afford that loss, do not run it
  3. 3.Edgy is a tool, not a brand
Ford
Ford

A regional ad portraying women bound in a car trunk was leaked and ignited global outrage.

The Lesson
Local creative goes global by default now.
Where They Broke
  1. 1.Approve creative as if every market sees it
  2. 2.Regional teams need global guardrails
  3. 3.There is no such thing as offline creative anymore
Sony
Sony

"PSP White is coming" billboard depicting a Black woman menaced by a white woman was pulled in 2006.

The Lesson
Subtext is text.
Where They Broke
  1. 1.Critique the metaphor, not the product
  2. 2.If you have to explain it, kill it
  3. 3.Color stories carry color meaning
American Airlines
American Airlines

A "Special Olympics" promo was widely criticized as tone-deaf and pulled.

The Lesson
Empathy beats cleverness.
Where They Broke
  1. 1.Pressure-test concepts with the affected community first
  2. 2.If they would not laugh, do not run it
  3. 3.Cleverness without empathy is corporate noise
1 / 14

The mold has 3 sides. Pick the right one.

Key Takeaways

  1. 01
    Push Boundaries

    Playing it safe is blending in. Bold marketing gets noticed. Noticed wins.

  2. 02
    Embrace Risk

    If you're afraid to fail, quit now. Go all in or don't bother.

  3. 03
    Execute Fast

    Great ideas are worthless without action. Ship now, fix later.

Interactive Worksheet

Break The Mold Worksheet

Writing it down makes it real. Your answers save automatically.

CHAPTER 03
The Foundation

Build A Kick Ass Brand

“Customers don't remember your name 5 minutes after they leave your site.”
3 min read2 min worksheet
The Stat
0%

revenue lift for consistent brands over forgettable ones.

Branding is everything. Consistency is everything. Recognition is everything. The strongest companies in the world understand this at a level most businesses never even think about. People buy trust. They buy an experience, a dream, or a set of values. The ultimate question must be addressed. What will make them choose you over your rivals? Remember, the primary goal in this crowded business space is to engage and captivate your audience.

Key Takeaways

  1. 01
    Pick A Promise

    One thing you do better than anyone. Lead every page with it.

  2. 02
    Be Recognizable

    Same colors. Same voice. Same logo. Everywhere. Always.

  3. 03
    Earn Trust

    Show up consistently and customers stop comparing prices.

Interactive Worksheet

Build A Kick Ass Brand Worksheet

Writing it down makes it real. Your answers save automatically.

CHAPTER 04
The Plan

Strategy

“You spend on marketing every month. You can't tell what's actually working.”
4 min read3 min worksheet
The Stat
0%

of leads go completely untracked. You're guessing where the money comes from.

Don't go to war without a proper strategy. Securing victories with the daring philosophy of Balls Out Marketing requires a clear understanding of your audience. To understand your customer completely it's important to become one. Pretend you are looking for your product or service, research competition, order products, jump on chats, ask questions, search like your customer, be your customer.

Key Takeaways

  1. 01
    Know Your Buyer

    Pretend you are them. Search like them. Buy like them. You'll see what's broken.

  2. 02
    Pick Your Channels

    Two channels done right beat ten done badly. Pick where your buyer actually lives.

  3. 03
    Track Everything

    If you can't measure it, you can't improve it. Set up tracking before you spend a dollar.

Interactive Worksheet

Strategy Worksheet

Writing it down makes it real. Your answers save automatically.

CHAPTER 05
The Battlefield

Time To Attack

“You've been planning for 6 months. Your competitor launched yesterday.”
3 min read2 min worksheet
The Stat
0 days

minimum runway for a campaign. Killing earlier wastes 100% of the spend.

Attack hard and fast. The aim is to escalate your brand's impact so intensely and quickly that it engraves a permanent mark and maintains its influence well beyond the initial onslaught. By striking quickly and decisively, you ensure that by the time your competitors catch on, it's already too late for them to counteract.

Key Takeaways

  1. 01
    Launch Fast

    Perfect is the enemy of done. Get it live. Fix it after.

  2. 02
    Don't Quit Early

    Most owners kill campaigns at 30 days. The good stuff happens at 90.

  3. 03
    Adjust With Data

    Don't trust your gut. Trust the numbers. Optimize what's working.

Interactive Worksheet

Time To Attack Worksheet

Writing it down makes it real. Your answers save automatically.

CHAPTER 06
It's War

Guerrilla Warfare

“Your competitor has a million-dollar budget. You have $500.”
3 min read2 min worksheet
The Stat
0x

ROAS for guerrilla campaigns.

1.5xbig-budget ads alone
Guerrilla marketing thrives on a perspective that sees beyond dollar signs, focusing on creativity, strategic innovation, and the power of buzz. This approach leverages unconventional tactics to leave a lasting mark on the audience. Show up where your competitors don't. Do what they won't. Get noticed for free.

Key Takeaways

  1. 01
    Be Unexpected

    Show up where your competitors don't. Do what they won't. Get noticed for free.

  2. 02
    Make It Shareable

    If it's funny, weird, or shocking, customers do your marketing for you.

  3. 03
    Build Cult Followers

    Loyal fans beat paid ads. Treat your first 100 customers like gold.

Interactive Worksheet

Guerrilla Warfare Worksheet

Writing it down makes it real. Your answers save automatically.

CHAPTER 07
Lightspeed Ahead

Turbocharge

“You're doing one thing OK. You should be doing three things great.”
4 min read3 min worksheet
The Stat
0.0x

average ROAS when paid + organic + social run together.

If you're not pushing the boundaries, you're still not thinking big enough. Don't just aim to be another competitor. Strive for total market domination. Think like Amazon, Apple, Coke. Don't think like Blockbuster. The holy trifecta of paid, organic, and social is the cornerstone. Combined, they create a dynamic that maximizes exposure and repetition.

Key Takeaways

  1. 01
    Paid Gets You Found

    Google Ads gets you in front of buyers today. Minimum $1,000/mo to compete.

  2. 02
    Organic Compounds

    SEO is slow. SEO is forever. Start now, dominate in 12 months.

  3. 03
    Social Builds Trust

    Daily posts. Real face. Real voice. They'll trust you before they ever call.

Interactive Worksheet

Turbocharge Worksheet

Writing it down makes it real. Your answers save automatically.

CHAPTER 08
Content Is King

Kick Ass Content

“Your blog has 4 posts. The last one was from 2022.”
4 min read3 min worksheet
The Stat
0%

more leads from active content sites vs inactive ones.

Kick Ass Content has a voice. It tells a story. It sucks customers in. It demands engagement. Once you have a clear understanding of your customers, crafting Kick Ass Content is easy. State the answer in sentence one. Google rewards it. AI cites it. Customers stay. Real stories. Real numbers. Real photos. Stock content gets ignored.

Key Takeaways

  1. 01
    Answer First

    State the answer in sentence one. Google rewards it. AI cites it. Customers stay.

  2. 02
    Show, Don't Tell

    Real stories. Real numbers. Real photos. Stock content gets ignored.

  3. 03
    Publish Or Perish

    Daily beats weekly. Weekly beats monthly. Stopping is the only failure.

Interactive Worksheet

Kick Ass Content Worksheet

Writing it down makes it real. Your answers save automatically.

CHAPTER 09
Who's Driving?

Balls Out Leadership

“You hired people. You're still doing everything yourself.”
3 min read2 min worksheet
The Stat
0%

of revenue lost to bad hires. Strong leaders build teams that run without them.

Being fearless doesn't mean the absence of fear. It's the mastery of it. Fearless leaders are not scared to fail, they understand failure is a critical part of the learning process and without failure success is impossible. Slow decisions kill momentum. 70% certainty plus action beats 100% certainty plus delay.

Key Takeaways

  1. 01
    Decide Fast

    Slow decisions kill momentum. 70% certainty + action beats 100% certainty + delay.

  2. 02
    Own The Misses

    When it breaks, it's on you. When it works, it's on the team. Lead like that.

  3. 03
    Hire Boldness

    Skills can be taught. Hunger cannot. Hire for fire, not for resume.

Interactive Worksheet

Balls Out Leadership Worksheet

Writing it down makes it real. Your answers save automatically.

CHAPTER 10
Conquering Challenges

Handling The BS

“One bad review online and you can't sleep for a week.”
3 min read2 min worksheet
The Stat
0

customers lost on average per ignored bad review.

A bit of controversy is a sign you're doing something right. Stay undeterred, stay ballsy, stay on track. When your competition starts feeling unsettled and starts to take notice, that's when you know you're making waves in the industry. Balls Out Marketers don't just ride the wave. They create it.

Key Takeaways

  1. 01
    Respond In 24 Hours

    Fast acknowledgment kills 80% of the heat. Silence makes it worse every hour.

  2. 02
    Stay Professional

    Never argue. Never excuse. Acknowledge, solve, move on. Customers respect grace under fire.

  3. 03
    Use It As Fuel

    Real critique = real data. Sift it. Improve. Then keep going.

Interactive Worksheet

Handling The BS Worksheet

Writing it down makes it real. Your answers save automatically.

CHAPTER 11
The Goal

Money Money Money

“Last month you spent $5,000 on marketing. How many calls did you get? Don't know? You're not alone.”
4 min read3 min worksheet
The Stat
0.0x

more qualified leads with full tracking.

If you have full control of your tracking, no one can bullshit you on results. The only viable method to effectively measure ROI is through multiple source tracking. This is something you should set up and have full control of internally. Knowing where you've been and where you are going is impossible without proper tracking.
Your Real Numbers

Stop Leaving Money On The Table.

Drag the sliders. See what tracking is actually worth.

$2,000
$500$20,000
$1,000
$100$50,000
20%
5%50%
You Make Now
$4,000/mo
You Should Make
$18,000/mo
With proper tracking + optimization
Money Left On Table
$14,000/mo
That is $168,000 a year you are handing competitors.

Use this number to set your next quarter's revenue target. Track it monthly. Watch it shrink.

Key Takeaways

  1. 01
    Track Everything

    If you can't tell where a lead came from, you can't double down on what's working.

  2. 02
    Own The Data

    Don't trust the platforms to tell you. They lie by omission. Track it yourself.

  3. 03
    Cut What Loses

    Every channel gets 90 days. After that, kill the losers. Pour into the winners.

Interactive Worksheet

Money Money Money Worksheet

Writing it down makes it real. Your answers save automatically.

CHAPTER 12
Staying Fearless

Leading The Charge

“AI changed everything in 18 months. You're still using 2019 tactics.”
3 min read2 min worksheet
The Stat
0x

more qualified leads for early AI-search adopters.

It's about leading the change, not following it. Adapt, devise, innovate, and scale. By embracing this mindset, you position yourself and your business on a trajectory of growth and success. With each innovative step, you elevate your business and pave the way for change.

Key Takeaways

  1. 01
    Watch The Edge

    What's emerging this quarter? Test it next quarter. Be there when the wave breaks.

  2. 02
    Test Cheap

    $500 to test a new channel. If it works, scale. If not, kill it. No drama.

  3. 03
    Lead, Don't Chase

    Following trends is for the middle. Setting them is where the money is.

Interactive Worksheet

Leading The Charge Worksheet

Writing it down makes it real. Your answers save automatically.

CHAPTER 13
Remember The Titans

The Legacy

“You're 50 and you've built nothing your kids could run if you stopped showing up tomorrow.”
3 min read2 min worksheet
The Stat
5-7x

sale multiple for systems-based businesses.

2-3xowner-dependent businesses
Comfort is poison. Comfort shrinks ambition. Comfort lowers standards. Comfort convinces you that average is acceptable. Get uncomfortable. Try new things. Fail. Fail often. Fail publicly. It's not about perfection. It's about exposure. It's about pushing yourself beyond the predictable version of your life.

Key Takeaways

  1. 01
    Document The System

    Write down every process. If it's only in your head, it dies with you.

  2. 02
    Train Replacements

    Build people who could replace you. That's what makes the business worth something.

  3. 03
    Plan The Exit

    Even if you never sell. Building like you might makes everything sharper.

Interactive Worksheet

The Legacy Worksheet

Writing it down makes it real. Your answers save automatically.

CHAPTER 14
Beyond Marketing

The Future

“Your customers ask ChatGPT first. ChatGPT doesn't know who you are.”
4 min read3 min worksheet
The Stat
0%

of AI clicks go to first-cited brands.

Let's not fear the future. Let's mold it. Don't just passively anticipate the upcoming changes. Take the reins and become a catalyst for that metamorphosis. The future is not something to be feared but a canvas awaiting your innovative brushstrokes.

Key Takeaways

  1. 01
    Optimize For AI

    Direct answers. Schema markup. FAQ pages. AI cites the clearest source first.

  2. 02
    Build Authority

    Real reviews. Real expertise. Real reach. AI rewards it. People trust it.

  3. 03
    Move Now

    The next 12 months decide who AI cites for the next decade. Don't be late.

Interactive Worksheet

The Future Worksheet

Writing it down makes it real. Your answers save automatically.

CHAPTER 15
Balls Out Beyond Marketing

Balls Out Life

“You built the business so you'd have freedom. You haven't taken a real vacation in 4 years.”
3 min read2 min worksheet
Time is limited. Experiences are limited. Energy is limited. You might as well live them fully. That doesn't mean being reckless. It means being intentional. If you're going to do something, do it right. If you're going to take the trip, take the trip. If you're going to build the company, build it. Whichever option creates the better story, that's the direction you go.

Key Takeaways

  1. 01
    Pick The Story

    When choices come up, pick the option that makes the better story to tell later.

  2. 02
    Protect The Time

    Your calendar is your life. Block what matters. Protect it like revenue.

  3. 03
    Stay Hungry

    Comfort kills more businesses than competition. Stay uncomfortable on purpose.

Interactive Worksheet

Balls Out Life Worksheet

Writing it down makes it real. Your answers save automatically.

The Payoff

Plan Your Attack.

Every chapter you wrote. In one place. Print it. Tape it to the wall. Run the plays.

0%
Plan Ready
0 of 15 chapters filled in
01The Mindset⚠ Not done
02Break The Mold⚠ Not done
03Build A Kick Ass Brand⚠ Not done
04Strategy⚠ Not done
05Time To Attack⚠ Not done
06Guerrilla Warfare⚠ Not done
07Turbocharge⚠ Not done
08Kick Ass Content⚠ Not done
09Balls Out Leadership⚠ Not done
10Handling The BS⚠ Not done
11Money Money Money⚠ Not done
12Leading The Charge⚠ Not done
13The Legacy⚠ Not done
14The Future⚠ Not done
15Balls Out Life⚠ Not done
Take It Offline

Plan Your Attack!

Balls Out Marketing: Go Big or Go Home hardcover front cover

Balls Out Marketing

Go Big or Go Home
4.7·318 ratings
Hardcover·$25.17
In Stock · Ships fast with Prime
Buy Now on Amazon

Get 2 Must-Read Resources Every Week

No spam. No pitch. Just 2 Must Read Resources a Week.

SCHEDULE A CALL
1,000+
Markets Owned
Ranked, Tracked, Cashing In.
250%
Average Traffic Lift - Year One
25 Yrs
One Obsession.
This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.