Building Brands People Can't Ignore: The Wizardry of Ryan Chute on Growth
Update: 2025-08-26
Description
In this episode of The Kee to Growth Podcast, host Jen McKee sits down with Ryan Chute, partner at Wizard of Ads and a seasoned strategist in the home services industry. Jen and Ryan dive into the art and science behind building brands that not only get noticed but become unforgettable household names—brands that weave themselves into the culture and conversations of their communities. Ryan shares how his early exposure to Roy Williams' famous Monday Morning Memo and the evolution of Wizard of Ads inspired his journey from transactional sales to transformational marketing rooted in real human behavior.
Together, they deconstruct the difference between simply buying ad channels and designing a cohesive creative strategy that resonates on a deeper level. Ryan discusses why so many traditional marketers miss the mark in home services by focusing on tactics over narrative and what it actually takes to create fans—even if it means ruffling a few feathers. Jen and Ryan get candid about the reality of customer complaints, viral backlash, and how negative attention is sometimes a sign you're making real impact. Ryan walks listeners through the Wizard of Ads philosophy of mass media buying, the intentional use of brand repetition, and why a little controversy is often essential for standing out (and converting customers).
Ryan also opens up about his collaboration with negotiation legend Chris Voss on a new book adapted specifically for HVAC and plumbing sales, "Never Split the Difference" style—and gives an inside peek into his latest venture with Chris: an exclusive, community-centric business bourbon called The Difference. This episode is a masterclass in creative storytelling, branding alignment, culture building, and learning to play the long game in your business, especially when confronted with noisy critics or market resistance.
Throughout their conversation, Jen grounds the discussion with timely reminders on authenticity, sustainable growth, and the messy middle of entrepreneurship—the part no one talks about on LinkedIn. You'll walk away with a fresh perspective on content creation, mass media, the emotional side of building a resilient business, and how to find your brand's North Star—even if it means turning a few "haters" into your most memorable (and profitable) marketing moments.
Timestamps:
0:00 – Jen introduces the episode and guest Ryan Chute, sharing their origin story and the Wizard of Ads connection
1:29 – Ryan's journey from reading Roy Williams' book trilogy to becoming a Wizard of Ads partner
3:53 – What Wizard of Ads actually does for clients: strategy, creative writing, and mass media buying
8:24 – How and why radio and TV marketing still deliver impact—and the power of traditional media data
10:48 – The brick-and-mortar metaphor for building memorable brands in home services
13:56 – Why evoking strong emotions (even complaints) in ads creates true brand evangelists
15:31 – The golden rule vs. the platinum rule in sales and service—playing the game being played
19:06 – The strategy and psychology behind cheeky, irreverent marketing in trades
21:23 – Ryan's partnership with Chris Voss: co-authoring Never Split the Difference for home services
24:44 – Launching The Difference bourbon—a private, community-driven business bourbon with Chris Voss and the ethos behind it
28:02 – Ryan's key to growth: brand, culture, having a North Star, and leading with authentic values
Meet Your Host: Jen McKee
Jen McKee is the founder of Kee Hart Marketing & Events, specializing in award-winning social media strategies for trade services. With expertise in content creation and personal branding, she helps businesses forge authentic connections with their audiences. As the host of the "Kee to Growth" podcast, Jen simplifies marketing strategies and empowers businesses to thrive. Tune in for actionable insights and inspiring stories to elevate your brand!
Connect with Jen on Facebook: https://www.facebook.com/jennifer.hartman.73/ or LinkedIn: https://www.linkedin.com/in/jen-mckee-72114824/
Listening on a desktop & can't see the links? Just search for Kee to Growth in your favorite podcast player.
The Kee to Growth Podcast is Powered by: Kee Hart Marketing, the social media company for the trades. Learn more at www.keehartmarketing.com
This episode was produced and brought to you by the Skilled Trades Syndicate @ServiceBusinessMasteryPodcast https://www.servicebusinessmastery.com/
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