painting business, estimating, interior, marketing

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



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.



– 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




[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



“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.”


Double Your Business – Steve Burnett

Compound Effect – Darren Hardy

The Everything Store – John Stone


Basecamp 2

Google Apps for Business



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 a newly single father of two from MI, he struggled to start over as a paint contractor in FL, going door to door. His situation was so bad, even the IRS had mercy on him.

 Feeling completely hopeless, he remembered the story of King Solomon praying for wisdom. Could it be so easy? 

He felt he had absolutely nothing to lose. So, as a bankrupt, divorced, high school dropout, single father of 2 young kids, now living 1250 miles away from all friends and family, started to pray for wisdom.
 And while he continues to wait for the wisdom to arrive, what did come was an insatiable desire to learn and read books… 
Thanks to God for giving him the burning passion to read books, and attend seminars, (oh and winning the wife lottery) he not only cracks the success code and overcomes the struggle, but also streamlines his painting business in less than 3 years, published a how to book, then sold the company. Now he leads a business coaching company for painting contractors so he can help other businesses, like yours, to do the same. Hear more... Or