3 ad scripts ready to film. A full VSL script. A complete landing page rewrite. All built specifically for SOE and your story.
You built a $650 million contractor network without a single dollar spent on Facebook or Instagram ads. No pixel on any of your four websites. No ads in the Meta Ad Library. Zero presence on the platform where your ideal customer spends their time.
You are already running Google Ads to discoversoe.com. You understand paid traffic. But the landing page has about 50 words on it and no social proof. Every click that bounces is ad spend with nothing to show for it.
Meanwhile, your competitors are buying the attention of the contractors you have spent 40 years earning the right to serve. Breakthrough Academy has reached 1,900+ entrepreneurs. Housecall Pro is coaching the same audience with $3M operators.
You have the best story in this space. The best proof stack. The best product. You just do not have the paid acquisition system to match.
So we built one. Everything below is specific to SOE and your story. Nobody else can use it.
1. Meta Paid Acquisition Strategy with full campaign structure, budget framework, ROI projections, and 3 ad scripts ready to film
2. VSL Script for SOE with a complete 10-minute video sales letter script leveraging your origin story
3. Landing Page Copy Rewrite with a complete direct-response rewrite of discoversoe.com
15 minutes. We will go through the strategy, the scripts, and the implementation plan. No pitch. Just the work.
Book a 15-Minute CallOr reply to the email that brought you here: colin.d@crdmarketing.com
Click each deliverable below to expand and see the full breakdown.
You have built a $650M+ contractor network across 32 states without spending a dollar on Facebook or Instagram ads.
That is not a criticism. That is the setup for the biggest growth lever you have not pulled yet.
Here is what we found:
Your competitors are already there. Breakthrough Academy is marketing to your contractors. Housecall Pro's coaching program is targeting the same audience. They are buying attention from the people you built your career helping.
Meanwhile, contractors live on Facebook. HVAC guys, roofers, plumbers, electricians. They scroll Facebook and Instagram between jobs. They are in Facebook groups. They watch Reels during lunch. This is where they spend their attention.
You have 40+ years of credibility, 30+ patents, an E&Y Entrepreneur of the Year award, and a $650M network that proves your methods work. That story would crush on Meta ads. Nobody else in the contractor coaching space has anything close to that proof stack.
Your audience is already there. Home improvement contractors are among the most active demographics on Facebook. They use it for networking, hiring, finding suppliers, and getting ideas. Instagram is where they show off their work.
Your content converts. Your "Into the Dust" documentary got 4.8 million YouTube views. Think Daily has 20,000+ subscribers. When people see your content, they engage. The problem is not your content. It is distribution.
Your competitors are buying your prospects. BTA's Contractor Growth Method has reached 1,900+ entrepreneurs. Housecall Pro's coaching program uses $3M+ revenue operators as coaches. They are spending money to reach the contractors you have spent 40 years earning the right to serve.
You already run paid traffic. The Google Ads tag on discoversoe.com proves you get it. Meta is a different platform, same principle. But Meta gives you something Google cannot: you can target contractors by job title, industry, interests, company size, and behavior. And you can retarget everyone who visits your site.
Layer 1: Cold Traffic (Top of Funnel)
Layer 2: Warm Traffic (Middle of Funnel)
Layer 3: Retargeting (Bottom of Funnel)
Total starting budget: $90-$175/day ($2,700-$5,250/month)
| Metric | Conservative | Moderate | Aggressive |
|---|---|---|---|
| Monthly ad spend | $3,000 | $4,000 | $5,000 |
| Cost per lead | $15 | $10 | $8 |
| Leads per month | 200 | 400 | 625 |
| Trial-to-paid rate | 10% | 15% | 20% |
| New paid subscribers | 20 | 60 | 125 |
| Revenue (at $197/mo) | $3,940 | $11,820 | $24,625 |
| Month 1 ROI | 31% | 195% | 392% |
And subscribers are recurring revenue. Month 2 revenue doubles if retention holds. By month 6, even the conservative scenario is printing money.
Before running any Meta ads, install the Facebook pixel on all four domains. This takes about 5 minutes per site through Google Tag Manager (you already have GTM on all four). Every day without a pixel is lost retargeting data from your existing organic traffic.
Angle: Authority/origin story. Lead with the scale of what you have built to establish immediate credibility.
Target audience: Contractors doing $500K-$5M/year who feel stuck. They know they need help but do not trust coaches who have never built anything.
Platform: Facebook/Instagram video ad (60-90 seconds)
"I started with a newspaper ad that said 'Carpentry. No job too small. Call Larry.' That was 1983."
"Today that turned into a $650 million network of contractor businesses across 32 states.
I did not go to college. I did not have investors. I had a hammer and a willingness to figure things out.
Along the way I made every mistake a contractor can make. Hired wrong. Priced wrong. Burned myself out doing $3 million a year and taking home less than my guys.
It took me 10 years to figure out the system. The hiring system. The sales system. The marketing system. The production system. All of it working together.
Once I figured it out, I started teaching it. Over 1,000 contractors have gone through the program. Roofers. HVAC guys. Plumbers. Electricians. Landscapers.
The ones who follow the system grow. The ones who do not keep grinding."
"I put the whole system online. It is called the School of Entrepreneurship. You can try it free.
Link is below. No sales call required. Just go look at it."
Angle: Problem/agitation. Call out the specific pain that contractors feel but cannot articulate.
Target audience: Contractors doing $1M-$10M/year who are working 60+ hours and cannot step away from the business.
Platform: Facebook/Instagram video ad (45-60 seconds)
"You are the best technician in your company. That is the problem."
"You can install better than anyone on your crew. You close more deals than your sales guy. You answer every call because nobody else does it right.
And that is exactly why your business cannot grow.
You built a job, not a company. If you stop showing up, revenue stops.
I know because I did the same thing for years. Built homes, started a waterproofing company, did everything myself. Made $3 million a year and could not take a week off.
The fix was not working harder. It was building systems. Hiring systems. Sales systems. Marketing systems. Production systems.
I have been teaching contractors how to build those systems for 30 years. Over 1,000 of them."
"The School of Entrepreneurship has the whole playbook. Try it free. See if it fits.
Link is below."
Angle: Competitive pressure. Create urgency by showing that other contractors in their market are already learning this.
Target audience: Contractors in competitive markets who see competitors growing faster than them.
Platform: Facebook/Instagram video ad (45-60 seconds)
"The contractor down the street who keeps winning your bids? He is not cheaper. He has a system."
"He has a sales process that closes at 45% instead of your 20%. He has a marketing system that brings in 50 leads a month while you wait for the phone to ring. He has a hiring system that keeps his crew full while you are turning down jobs.
That is not luck. That is training.
I have spent 40 years building contractor businesses. 30+ patents. A network that does $650 million a year across 32 states. And every one of those businesses runs on the same systems.
The systems are not a secret. I teach them. I have been teaching them to contractors for 30 years through the School of Entrepreneurship."
"Try it free. If the systems do not make sense for your business, you have lost nothing.
Link is below."
Format: 8-12 minute video sales letter
Objective: Convert cold/warm traffic into free trial signups
Tone: Direct, personal, contractor-to-contractor. Larry talking to one person.
"In 1983 I put an ad in the newspaper. It said 'Carpentry. No job too small. Call Larry.'
I was 17. No college. No connections. No money.
Today I run a network of contractor businesses that does over $650 million a year. Across 32 states. Over 2,000 employees.
And I want to show you how I did it. Not the highlights. The actual systems.
Because the gap between a contractor doing $500K a year and one doing $5 million is not talent. It is not how hard you work. It is knowing what to do.
Stay with me for the next few minutes and I will show you exactly what I mean."
"Here is what I see with most contractors.
You are good at your trade. Really good. You can install, build, fix, or solve better than almost anyone.
But your business is a mess.
You work 60 hours a week. You do not take vacations. Your phone rings at 6 AM and you answer it because if you do not, nobody will.
You hire people and they quit. Or they are terrible. Or they steal from you.
You price jobs based on what your competitor charges instead of what the job is actually worth.
You get leads from referrals and word of mouth, which is great until a slow month hits and suddenly there is nothing in the pipeline.
And the worst part? You make good money but you have nothing to show for it. The business eats everything.
I know this because I lived it. For years. I built 24 homes before I was 23 and I was broke. I started a waterproofing company and grew it to $3 million and I could not take a day off.
The problem was not my skills. It was my systems. I did not have any."
"And here is what happens if nothing changes.
You keep grinding. Five years from now you are still doing the same thing. Same hours. Same stress. Same feast-or-famine revenue.
Your competitors who figured out marketing are growing. They are hiring your best guys because they can pay more. They are winning jobs in your market because they show up looking professional while you show up looking tired.
Your family sees you working all the time and wonders when it stops.
And one day you realize you built a prison, not a business. You cannot sell it because it only works when you are there. You cannot step away because it falls apart without you.
That is the path you are on right now. Unless you change the system."
"So what is the system?
It is not one thing. It is everything working together.
A marketing system that brings leads in every day without you thinking about it. Not just referrals. A real system.
A sales system that closes 40% or more. Not because you are a great salesman. Because the process does the work.
A hiring system that attracts good people and keeps them. Not by paying the most. By running the kind of company people want to work at.
A production system that delivers consistent quality without you standing over everyone's shoulder.
An accounting system that tells you exactly where your money goes and how much you actually make.
And a management system that lets you run all of this without being the bottleneck.
I built these systems over 40 years. Tested them in my own company. Then tested them in 100 more. Then 200 more. Now over 1,000 contractors have used them.
It is not theory. It is not a book someone wrote who never swung a hammer. It is the actual playbook from a contractor who built a $650 million network from scratch.
I put the whole thing online. It is called the School of Entrepreneurship."
"Let me show you what happens when contractors follow the system.
Bill Alber runs an HVAC company in New Jersey. He went through the program and now he says he is able to relax and do less in his business while his business still grows.
Keith Santora does remodeling in Connecticut. Same story. Systems in place. Business runs without him standing over it.
Klaus Larsen runs a roofing company. John Cossey does crawl space work in Arkansas. Different trades, different states. Same systems. Same results.
Over 1,000 contractors have gone through this. HVAC, plumbing, electrical, roofing, landscaping, painting, fencing, restoration, flooring, tree service. Every trade you can think of.
The systems work because they are not trade-specific. They are business-specific. The way you close a sale is the same whether you are selling a new roof or a basement waterproofing job. The way you hire is the same. The way you market is the same.
I have 30 patents on products in this industry. I won the Ernst and Young Entrepreneur of the Year award. I finished the Baja 1000 solo. None of that matters unless the system works for you.
And it does. Because I built it by doing it, not by reading about it."
"Here is what you get inside the School of Entrepreneurship.
A complete, step-by-step training program that covers every part of running a contractor business. Marketing. Sales. Hiring. Production. Accounting. Management. Leadership.
It is not a weekend seminar. It is an ongoing program with new content, coaching, and accountability built in.
You get access to the online platform. Watch on your phone, your laptop, whenever you have 15 minutes. The app is on iPhone and Android.
You get coaching and accountability. Not from someone who read a book about business. From people who have built contractor businesses.
You get a community of other contractors going through the same thing. Roofers talking to plumbers talking to HVAC guys. Different trades, same problems, same solutions.
And here is the thing. You can try it free.
No credit card. No commitment. No sales call. Just go in, look around, and see if it makes sense for your business.
If it does, stay. If it does not, you have lost nothing."
"I have spent 40 years figuring this out so you do not have to.
I started with a newspaper ad and a hammer. Today it is $650 million across 32 states. And I am telling you the system is the difference.
Not talent. Not luck. Not working harder. The system.
Click the button below and start your free trial. You will have access in 2 minutes.
If you are a contractor who is tired of grinding and ready to build a real business, this is the program.
I will see you inside."
Current state: discoversoe.com has minimal copy, one embedded video, a basic email form, and a free trial button. No testimonials, no objection handling, and about 50 words of copy. You are paying for Google Ads clicks to this page.
Goal: Convert Google Ads traffic (and future Meta ads traffic) into free trial signups by leveraging your credibility, contractor-specific pain points, and social proof.
The School of Entrepreneurship by Larry Janesky
Stop Working 60 Hours a Week and Start Building a Business That Runs Without You
The step-by-step system that has helped 1,000+ contractors grow their revenue, hire better people, and finally take a day off. Built by the contractor who turned a newspaper ad into a $650 million network.
Start Your Free Trial
Sub-text: No credit card required. Access in 2 minutes.
| Stat | Value |
|---|---|
| Years in the trades | 40+ |
| Contractors coached | 1,000+ |
| Network annual revenue | $650M+ |
| States covered | 32 |
| Patents held | 30+ |
Most contractors are the best technician in their own company. You can install better, fix faster, and close harder than anyone on your team.
But that is exactly why you are stuck.
You work 60 hours a week because nobody does it as well as you. You price jobs based on what your competitor charges, not what the work is worth. You hire people and they quit, or they cost you money, or they just do not care the way you do.
Referrals keep you alive but they do not keep you growing. One slow month and the anxiety hits.
You did not start this business to build a job. You started it to build something.
The School of Entrepreneurship gives you the systems to actually do that.
Marketing Systems -- A real lead generation system. Not "post on social media and hope." Actual systems that bring qualified leads in every single day. So you stop depending on referrals and start controlling your pipeline.
Sales Training -- A structured sales process that closes at 40%+ without you being the only closer. Your team learns the same process. Same scripts. Same follow-up system. Consistent results.
Hiring and Retention -- How to find good people, keep them, and stop the revolving door. It is not about paying the most. It is about building the kind of company people want to work at.
Production Systems -- Deliver consistent quality without you standing over every job. Checklists. Processes. Standards. Your crew knows exactly what "done right" looks like.
Accounting and Profitability -- Know exactly where your money goes. Know your real margins on every job. Stop guessing whether you are making money.
Leadership Development -- The one thing nobody teaches contractors. How to lead people. How to build a team that cares. How to step out of the day-to-day and run a real company.
Larry Janesky started in 1983 with a newspaper ad: "Carpentry. No job too small. Call Larry."
He was 17. No college. No money. No connections.
He built homes. Then started a waterproofing company. Grew it to $45 million a year. Invented 30+ products. Won Ernst and Young Entrepreneur of the Year.
Today he runs Contractor Nation. A network of contractor businesses across 32 states doing $650 million a year collectively. Over 2,000 employees.
He has coached over 1,000 contractors through the School of Entrepreneurship. HVAC, plumbing, roofing, electrical, landscaping, painting, fencing, restoration, flooring, tree service. Every trade.
This is not theory from someone who read a business book. This is the playbook from a contractor who has done it, failed at it, fixed it, and taught others how to do the same.
"I do not have time for a training program."
That is the whole point. You do not have time because you do not have systems. The program takes 15 minutes a day. And it gives you back hours every week by fixing the things that eat your time.
"I have tried coaching before and it did not work."
Most coaching is generic business advice from people who have never run a crew. This was built by a contractor with 40 years in the trades. The systems are trade-specific and tested by 1,000+ contractors.
"My business is different."
We have worked with HVAC, plumbing, electrical, roofing, landscaping, painting, fencing, restoration, flooring, tree service, and dozens more. The trades are different. The business problems are the same.
"I cannot afford it right now."
The free trial costs nothing. And the contractors who go through the program say they make more money with less stress. The question is not whether you can afford it. It is whether you can afford to keep doing what you are doing.
You have been in the trades long enough to know that the best contractors are not the ones who work the hardest. They are the ones who have the best systems.
Larry Janesky figured out those systems over 40 years. He put them online so you do not have to spend 40 years doing the same thing.
Start your free trial today. No credit card. No sales call. Just go in and see for yourself.
CTA Button: Start Your Free Trial Now
Join 1,000+ contractors who stopped grinding and started building.
Everything above is yours. If you want us to build and run the whole system, let's talk. 15 minutes. No pitch. Just the plan.
Book a 15-Minute CallOr email directly: colin.d@crdmarketing.com