Dan Harlacher

I used to have Santa riding into town with a Liftmaster opener on the back of when it would hit.

And I had turkeys for Thanksgiving.

And, man, those did really good.

That's back in the day when I was really involved with the ads.

And I'll tell you, this stuff really does work.

And explain to me real quick, who's a client that you don't want?

You're talking about from a mailer standpoint or from a consumer?

No, who's a client that we don't want?

Maybe somebody that doesn't have any attribution or knows any KPIs or a mom and pop with one truck.

I mean, who's not your ideal client?

Well, I mean...

Typically, it may be somebody, for example, to your point, I don't have the bandwidth to drive the business based on what I need to be doing off of what the industry tells us is the right size approach.

You can't put a Band-Aid on something.

We're not a Hail Mary.

You can't, you know...

put marketing out there and then build the business up without thinking about what is my operational fitness look like on that side of the equation.

And so, um, you gotta make sure that you are ready to roll and that you have budget and you have staffing that are in place to accommodate what you're looking for when those dollars start coming in off of that, off of that advertising spend.

So it,

If your pocketbook is too small, what I do is I say, you know what, it's not a good day for us as a solution to you based on we know there's a high probability this program will fail if we're not going to go with what we know to be tried and true in the category.

And so we're going to be very transparent upfront and early, and we would rather be transparent and say, do it this way.