Close the Deal: The Art of Selling Emotion Over Products
Release Date: 01/20/2025
eCommerce Secrets They Don’t Teach in Business School
The Liquid Lunch Project
Bill Carlin didn’t just build a business; he built a movement. From shipping packages out of his bedroom to launching Racklify, a no-BS platform that connects merchants with warehouses (without shady middlemen), Bill’s story is a crash course in modern e-commerce, fulfillment, and hustle. In this episode, you'll learn: Why fulfillment is make-or-break for online sellers What COVID did to the world of shipping and logistics How to avoid getting screwed by bad 3PL (third-party logistics) providers The smarter way to grow your product biz (locally & globally) Who is Bill? ...
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How Small Law Firms Can Dominate Google & YouTube with Podcasts
The Liquid Lunch Project
Ever wondered how a small law firm can dominate Google and YouTube? Hint: it's not about matching billing rates; it's about building authority. On this episode of The Liquid Lunch Project, Matthew R. Meehan and Luigi Rosabianca chat with Dennis “DM” Meador, founder of The Legal Podcast Network. Dennis breaks down how niche-focused podcasts help lawyers stand out, attract better clients, and transform their business through strategic content and marketing automation. What You’ll Learn: How question‑based podcasts boost niche positioning for small law firms Why DIY directory listings...
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Building a Startup Is Ugly. Here's What Happens Behind the Scenes
The Liquid Lunch Project
Ever felt like a CEO’s life is a roller coaster, with more downs than ups? That’s exactly what Sahil Patel, 2x founder and current CEO of Spiralyze, is here to unpack. In this episode, Sahil dives deep into the gritty reality of entrepreneurship, describing how to live in the valleys and still lead authentically. He unpacks hard-earned lessons from ER Express, explains why small markets can kill growth dreams, and reveals his proven website conversion strategies through A/B testing. Plus, mental health and therapy for business leaders get a full spotlight. What You’ll Learn: ...
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Guarding Your Business in a World of Digital Threats
The Liquid Lunch Project
Imagine a global economy built entirely on scams. Spoiler: it's already here. In this episode of The Liquid Lunch Project, Matthew Meehan and Luigi Rosabianca sit down with Alec Crawford, co-founder and CEO of Artificial Intelligence Risk, Inc. (AI Risk). Together, they unpack just how deep the rabbit hole of modern fraud goes. From $7 trillion in annual losses to North Korean hackers impersonating job applicants, Alec shares eye-opening realities and practical strategies that every entrepreneur needs to hear. Whether you're running a startup or managing a seasoned small business, this...
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How to Raise Capital & Build a Real Estate Empire with Hunter Thompson
The Liquid Lunch Project
Is the real estate market crashing? Or is it finally on sale? That’s (one of) the questions we’re discussing on this episode of The Liquid Lunch Project. Matthew R. Meehan and Luigi Rosabianca welcome Hunter Thompson, capital raising pro and founder of RaisingCapital.com. They go deep on what makes this moment in the market a generational buying opportunity, why most people miss it, and how the smart ones raise money when it's hardest. If you're in the game (or want to be), this episode is your new blueprint. What You’ll Learn: Why the current market downturn is a once-in-20-years...
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Your Business Isn’t Worth What You Think: Here’s Why
The Liquid Lunch Project
Think your business is worth $12 million? It might be closer to $3.5…and here’s why. In this episode, Matt and Luigi sit down with Tom Dillon, founder of Frac Finance, to unpack the brutal realities behind business valuations, botched exits, and what most owners get dead wrong about scaling and selling. From M&A landmines to the truth about fractional CFOs, this one’s a wake-up call for any entrepreneur who thinks they’re ready. What You'll Learn: Why most owners overvalue their business (and what to do about it) The difference between cost-cutting and growth-minded CFOs How...
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Accounting Strategies for Small Business Growth
The Liquid Lunch Project
Ever wondered how a move to Alaska could ignite a passion for accounting? Tanya Akimenko's unexpected journey from the icy terrains of Alaska to founding Golden Apple Agency is a testament to resilience and entrepreneurial spirit. In this episode, Matthew R. Meehan and Luigi Rosabianca sit down with Tanya Akimenko, founder of Golden Apple Agency. Tanya shares her unique path into the world of accounting, the challenges small businesses face (especially in the construction industry) and the importance of empathy in financial management. Her insights shed light on effective cash flow strategies,...
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The Porta-Potty Panic That Launched a Franchise
The Liquid Lunch Project
What do Shakespeare in the Park, a toddler in potty training, and a luxury trailer have in common? One of the weirdest (and most genius) origin stories in business. In this episode of The Liquid Lunch Project, Matt and Luigi sit down with David Sauers, the founder and CEO of Royal Restrooms, a business that turned porta-potty nightmares into a multimillion-dollar, franchise-worthy empire. From a wild incident involving a very bad public restroom to building one of the most recognizable brands in the events industry, David shares how he created a product people didn’t even know they...
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Why Every Founder Needs a CFO (Even a Part-Time One)
The Liquid Lunch Project
Are you confusing bookkeeping with business strategy? In this episode, Matt and Luigi sit down with Salvatore Tirabassi, Managing Director of CFO Pro Analytics, to break down why most business owners are stuck in the past when it comes to CFO support. They unpack the real job of a CFO (spoiler: it’s not just balancing the books) and how fractional CFO services can radically improve financial modeling, raise capital, and get your business ready for whatever’s next. From equity vs. debt to AI tools that save you hours, Sal drops real-world knowledge from decades in the trenches as a VC and...
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He Built the World’s Most Popular Weighted Blanket—Then Sold It for $50M
The Liquid Lunch Project
Ever sold your dog for a fat check and got a standing ovation for it? That’s how Aaron Spivak describes selling the company he built from scratch into a $50M powerhouse. In this episode of The Liquid Lunch Project, Matt and Luigi sit down with Aaron, the DJ-turned-juice-slinger-turned-weighted-blanket-mogul, to unpack how grit, delusion, and one viral Kickstarter helped him build Hush, one of the top DTC brands in Canada. He dives into the real emotional cost of selling a business, why customer conversations are his secret weapon, and how Founders Club is helping entrepreneurs get real...
info_outlineWhat makes people buy? Hint: It's not the product—it's the emotion behind it.
In this episode of The Liquid Lunch Project, we sit down with sales and differentiation expert Mitch Carson, who shares his journey from paperboy to a Home Shopping Network top seller. Mitch dives into the art of selling, leveraging emotional connections, and creating a competitive edge in any market. Whether you’re pitching to one person or five million, Mitch’s strategies are a game-changer for small business owners looking to stand out and scale up.
Episode Highlights:
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Selling Emotion, Not Products: Why the emotional payoff matters more than product features.
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From Paperboy to Pro: Mitch’s journey of leveraging efficiency and scaling his sales strategies.
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One-to-Many Selling: Lessons from pitching to millions on live TV.
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The Power of Differentiation: How to avoid being a commodity in a crowded market.
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Media Matters: Why podcasting and publicity are essential for business credibility.
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Takeaway Tactics: Real-life applications of selling techniques for small business owners.
Who is Mitch?
Mitch Carson is a seasoned sales expert with decades of experience in direct response, public speaking, and live television sales. From his time on the Home Shopping Network to speaking at the O2 Arena, Mitch has mastered the art of selling to diverse audiences. He now helps business owners differentiate themselves and build authority through media and publicity.
Ready to unlock the secrets to becoming unforgettable in your industry? Tune in now and learn how to create the ultimate wow factor that keeps customers coming back.
Favorite Quote:
“Features tell, benefits sell. So whatever product or service it is, it's the benefit.”
Connect with Mitch:
https://www.youtube.com/@MitchCarsonOfficial
https://www.instagram.com/mitchcarsonofficial
https://www.linkedin.com/in/mitchcarsoninstantcelebrity/
http://www.mitchcarson.com/
Stay Connected:
Connect with Matt and Luigi on Instagram:
➡️@matthew.r.meehan
➡️ @luigi_rosabianca,
➡️@theLiquidLunchProject
➡️@ShieldAdvisoryGroup.
Visit The Liquid Lunch Project website and subscribe to The Weekly, our Friday morning newsletter, for all the latest in the world of finance, tech, small business, and more.
https://theliquidlunchproject.com
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