painting business, estimating, interior, marketing

Episode 09: Joe Elmore Shares His Unique Niche That Provides Him a 65% Profit Margin

 

INTRO:

In this episode of DYB, Steve gets the chance to chat with Joe Elmore:

Owner & Operator of Armor Tough Coatings out of Detroit, Michigan.

Joe’s business success so far is stemmed from one simple concept: Focus.

Joe fleshes out how Focus has completely transformed the success of his

business forever, enabling him to double his profit this year –

consistently reaching at least 65% profit margin in a unique niche.

Joe also delves into this niche, unpacking the unique

challenges that comes with running Armor Tough Coatings.

LISTEN HERE:

WHAT YOU’LL LEARN:

– The unique challenges and differences between this unique niche vs

typical painting jobs.

– How to approach getting video testimonials from clients.

– How to properly delegate tasks to team members by leveraging their

strengths

 

HIGHLIGHTS:

[5:55] What is Joe’s target market?

[8:46] How does industrial painting differ from residential or commercial?

[13:35] What is the biggest changes that Joe made to bring his business

to the next level?

[26:36] How much value has video testimonials brought to Joe’s business?

[31:02] What is Joe’s biggest piece of advice to share with the DYB

Community?

QUOTES:

“It doesn’t pay to be a jack of all trades.”

“If you talk about yourself, it’s bragging. But if others talk about

you, it’s proof.”

“Play into your strengths. Delegate the rest.”

“Focus. You can’t do everything at once.”

RESOURCES:

Double Your Business – Steve Burnett

Compound Effect – Darren Hardy

The Everything Store – John Stone

TSheets

JoinDYB.com

Basecamp 2

Google Apps for Business

Wunderlist

ADDITIONAL FREE RESOURCES

DYB System PDF

YouCanBookMe VIDEO

52 Blog Post Ideas PDF

Pre-qualifying Questions PDF

Video Testimonial Checklist PDF

3 Steps To Get Leads From FB PDF

Free DYB Book (Just pay 6.95 S&H)

11 Interview Questions PDF

Find Your Target Market PDF

9 Ways To Get HOA Work PDF

EP01 9 Steps to Doubling Your Business Part 1

Connect with Joe on Facebook

Connect with Steve on Facebook

Thank you very much for joining us today! If you received value, would you take a quick few seconds and leave us a review on iTunes, please?

About the Author

As many of you know, my journey has been one of grit, grace, and transformation. At 19, I was a high school dropout, single father, and struggling paint contractor in Michigan. I later moved to Florida, where I faced both personal and professional hardships. With nothing left to lose, I turned to prayer—and was blessed with a relentless hunger to learn. I devoured books, attended seminars, and discovered better ways to streamline and grow my business—even through the Great Recession (and yes, I did hit the wife lottery along the way!). In 2014, I published How To Double Your Business and later sold the painting business, launching a new chapter: coaching others to grow their businesses. For the past 10 years, I’ve dedicated myself to helping business owners scale through the DYB System, while also drawing from frameworks like EOS, Scaling Up, and The Four Disciplines of Execution. Yet something was still missing—something more adaptive, integrated, and complete. Then I found Pinnacle. After months of research and interviews with other Guides, I joined Pinnacle. Their tools and strategies have exceeded every expectation. Now, as a Pinnacle Business Guide, I help leadership teams implement a custom-tailored operating system that draws from the best in the industry—but flexes with your unique business. It’s a dynamic, proven approach to achieve clarity, momentum, and lasting growth. I’m no longer taking on any more 1:1 coaching clients… Instead, I now specialize in working with visionary business owners who are ready to get their leadership teams aligned—around a clear vision, a focused strategy, and an actionable execution plan. With the tools and process I now have as a Pinnacle Business Guide, I help turn alignment into momentum, and momentum into results. If your business is growing—but your leadership team isn’t fully rowing in the same direction—let’s talk.