Prepared for Tom Reber

The Conversion System Your Coaching Empire Is Missing

A full VSL script, 4 ad scripts, a 5-email nurture sequence, and a bottleneck analysis built specifically for The Contractor Fight and Contractor Business School.

14 Deliverables Built
47 Sources Researched
4 Ad Scripts
5 Email Sequences
1 Full VSL Script
Why We Reached Out

The Contractor Fight is the largest business coaching community for contractors in the country. 1,100+ podcast episodes. HGTV. A book. Thousands of members. Case study results that most coaching businesses would kill for -- $300K to $2.5M, $476K to $5.5M.

But the conversion infrastructure between "interested contractor" and "enrolled in CBS" has gaps. No video doing the selling. No email nurture moving free leads to paid programs. No ads leveraging the HGTV credibility that separates you from every other coaching company in the trades space.

So we built the pieces. Everything below is specific to The Contractor Fight, written in your voice, and ready to implement.

What's Inside

Want to walk through this together?

15 minutes. We will cover the VSL, the ad angles, or the email sequence. Whichever is most relevant to what you are focused on right now.

Let's Talk
Click each deliverable below to expand and see the full breakdown
Section 01

Bottleneck Analysis

Three specific gaps between where The Contractor Fight is today and where it could be with the right conversion infrastructure.

Gap 1: No Video Sales Letter in the Conversion Path

Conversion +

The Problem

You sell Contractor Business School at $297/month. You sell private coaching at $50,000/year. And there is no video doing the selling for you.

Right now a contractor lands on your site, reads some text, maybe watches a podcast clip, and has to decide on their own whether CBS is worth it. That is a lot of friction for someone who found you through an ad or a Google search and does not know you yet.

Your testimonials are some of the strongest in the coaching space. A painting contractor going from $300K to $2.5M in 12 months. Another going from $476K to $5.5M. Those results close deals. But they are buried in text on a page that most visitors never scroll to.

What This Costs You

Every cold visitor who hits your CBS page and leaves without enrolling is a missed conversion. A VSL pre-sells the offer before the prospect even sees the price. Without one, you are relying on the prospect to do the work of convincing themselves. Most will not.

Conservative estimate: if your CBS page converts at 2% without a VSL, a well-built VSL typically lifts that to 4-6%. On the same traffic, that is double or triple the enrollments without spending another dollar on ads.

The Fix

A full VSL script built specifically for Contractor Business School. Opens with your Marine background and the $17K loss that started everything. Moves through the HGTV credibility. Stacks the case study results. Lands on CBS as the obvious next step. The complete script is in Section 02 below.

Gap 2: No Email Nurture Moving Free Leads to Paid Programs

Email +

The Problem

You have two strong lead magnets. The free book. The free "$1 Million" training. Both capture emails. But what happens after someone opts in?

They get Daily Tips. That is it.

There is no sequence that says: "You downloaded the free book. Here is what contractors like you do next. Here is what CBS includes. Here is proof it works. Here is how to enroll."

You have an offer ladder with five tiers from free to $50K. The marketing to move people UP that ladder does not exist. Each tier is a standalone page. There is no automated path connecting them.

What This Costs You

Your free content builds trust. But trust without direction is just goodwill. A contractor downloads your book, reads it, thinks "this guy knows what he is talking about," and then... nothing. No next step. No urgency. No sequence moving them toward CBS.

Industry data shows that email nurture sequences convert 3-5x better than one-touch opt-ins. You are capturing the leads. You are just not converting them.

The Fix

A 5-email welcome-to-sales sequence that takes someone from "just downloaded the free book" to "CBS is the obvious next step." Each email builds on the last. Proof, story, objection handling, urgency, enrollment CTA. Written in your voice. Ready to load into your email platform. The full sequence is in Section 04 below.

Gap 3: HGTV Authority Absent From Paid Acquisition Creative

Ads +

The Problem

You hosted a show on HGTV. That is a credibility asset that 99.9% of business coaches will never have.

A contractor scrolling Facebook sees a hundred ads from business coaches saying "I can help you grow." Every one of them looks the same. But "as seen on HGTV" is an instant pattern interrupt. It separates you from every other coaching ad in the feed before the prospect reads a single word.

We could not find any evidence of this being used in your ad creative. Your social content references it occasionally, but your paid acquisition does not lead with it.

What This Costs You

In paid media, the first 3 seconds determine whether someone watches or scrolls. A hook that opens with HGTV credibility stops the scroll for contractors who would otherwise ignore another coaching ad. Without it, your ads compete on the same level as coaches with no media credentials.

The difference between a 1.5% and 3% click-through rate on the same spend is double the leads for the same budget. The HGTV angle is likely worth that jump on its own.

The Fix

Four ad scripts built around angles your current creative is not using. One leads with the HGTV authority. One leads with your Marine-to-contractor origin story. One leads with your strongest case study result. One leads with the pain of being stuck under $500K. All four are written in your voice and ready to film. Full scripts in Section 03 below.

Section 02

VSL Script: Contractor Business School

Full 15-minute video sales letter. Written in your voice. Ready to film.

Section 1: The Hook (0:00 - 0:45)

VSL +
Script
"I lost $17,000 on a single painting job. One project. Seventeen grand gone. I had a wife, a kid, a mortgage, and I was a United States Marine who could not figure out how to run a painting company without bleeding money. That was the moment I realized being good at the work and being good at the business are two completely different things. And nobody was teaching contractors how to do both. So I figured it out. Sold my painting company. Built The Contractor Fight. And now I have helped thousands of contractors go from barely surviving to running real businesses. This is how Contractor Business School works and why it might be the thing that changes your numbers this year."

Section 2: The Problem (0:45 - 2:30)

VSL +
Script
"Here is what I see every single day. A contractor who is great at the work. Customers love them. They get referrals. They stay busy. But at the end of the month there is nothing left. The truck payment. The crew. Materials. Insurance. By the time you pay everyone else there is nothing left for you. And the worst part is you are working harder than anyone. Sixty, seventy hour weeks. Weekends gone. Missing your kid's games. And for what? To make what you could make working for someone else? That is not a skills problem. That is a business problem. And it is fixable. I know because I lived it. I was the guy underbidding jobs because I was afraid to lose them. I was the guy doing free estimates for tire kickers. I was the guy who thought if I just worked harder it would get better. It does not get better by working harder. It gets better when you learn how to run the business side."

Section 3: The Bridge -- Who I Am (2:30 - 4:00)

VSL +
Script
"My name is Tom Reber. I am a Marine Corps veteran, a former painting contractor, and the founder of The Contractor Fight -- the largest business coaching community for contractors in the country. I have been on HGTV. I wrote the book -- literally, it is called Winning the Contractor Fight. I host a podcast with over 1,100 episodes that contractors listen to every day on the job site. But none of that matters if it does not work for regular contractors. So let me show you what it looks like when it does."

Section 4: Proof (4:00 - 6:30)

VSL +
Script
"Jake ran a painting company doing about $300,000 a year. Good painter. Busy. But stuck. He joined Contractor Business School, implemented what we teach, and 12 months later his company did $2.5 million. Same guy. Same crew. Different system. Marcus was at $476,000. Could not break through. After going through our program, he hit $5.5 million. Not in five years. Not in three years. He implemented the systems and the numbers moved. And it is not just the big jumps. We have guys who were doing $150K stressed out of their minds and are now doing $400K with their evenings free. Contractors who raised their prices 40% and got MORE work, not less, because they learned how to sell value instead of competing on price. This is not motivation. This is math. When you fix your pricing, your sales process, and your systems, the numbers change. Every time."

Section 5: The Solution -- What CBS Teaches (6:30 - 9:00)

VSL +
Script
"Contractor Business School is everything I know about running a contracting business packed into a system you can follow. Here is what is inside. Nail Your Numbers. Most contractors have no idea what their real costs are. They guess on bids. They are afraid to charge what they are worth. This module shows you exactly how to price jobs so you actually make money. Not revenue. Profit. Shin-Fu Sales. This is our sales system. It teaches you how to close jobs at higher prices without feeling like a sleazy salesman. You learn how to run estimates that convert. How to handle objections. How to stop giving free quotes to people who were never going to hire you. Leads on Demand. Where do the jobs come from when referrals dry up? This module builds your lead generation system so you are never sitting around waiting for the phone to ring. 5 Steps to 5 Stars. Your reputation is your business. This teaches you how to systematically get reviews, build your online reputation, and turn happy customers into a marketing machine. Plus the community. Thousands of contractors in the same fight you are in. Sharing wins. Asking questions. Holding each other accountable. You are not doing this alone."

Section 6: Objection Handling (9:00 - 11:00)

VSL +
Script
"Now here is what you might be thinking. 'I do not have time for this.' I get it. You are slammed. But that is the whole problem. You are so busy working IN the business that you never work ON it. CBS is built for busy contractors. Short lessons. Actionable steps. You can do it in 30 minutes a day between jobs. 'I cannot afford it right now.' It is $297 a month. That is one small job. One. If you implement even one thing from the pricing module, you will make that back on your next estimate. This is not an expense. It is the cheapest investment you will ever make in your business. 'I have tried coaching before and it did not work.' Was it built for contractors? By a contractor? With thousands of contractors proving it works? CBS is not generic business advice. Every lesson, every system, every framework is built for the trades. Nothing else. 'My business is different.' I have worked with painters, roofers, remodelers, concrete guys, landscapers, HVAC techs, plumbers, electricians. The problems are the same. Pricing. Sales. Leads. Systems. The trades are different but the business problems are identical."

Section 7: The Offer (11:00 - 12:30)

VSL +
Script
"Here is what you get when you join Contractor Business School. All the training modules. Nail Your Numbers, Shin-Fu Sales, Leads on Demand, 5 Steps to 5 Stars, and everything else in the vault. Access to the community of thousands of contractors who are building real businesses. Weekly live calls where you can ask questions and get direct feedback. All of it for $297 a month. Or save and pay $2,970 for the year. No contracts. No commitments. If it does not work for you, cancel anytime. But I will tell you right now -- the contractors who commit to this and do the work do not cancel. They upgrade."

Section 8: CTA (12:30 - end)

VSL +
Script
"Click the button below this video. You will see exactly what is included. Pick the plan that works for you. And start implementing this week. A year from now you can be in the same spot you are in today. Same stress. Same hours. Same take-home. Or you can be the contractor who fixed the business side. Who charges what they are worth. Who has leads coming in without chasing them. Who actually takes home real money. The work is not going to change. But the business can. Click the button. Let us get to work."
Section 03

Ad Scripts

4 ready-to-film scripts. Each one is a different angle, different hook, different emotional entry point.

Ad Script 1: The Origin Story

Ad Creative +

Angle: Marine vet who lost $17K on one job, turned it around, built a $10M coaching company

Format: Talking head, direct to camera

Target: Contractors doing $150K-$500K who feel stuck

Hook (0-3 seconds)
"I lost seventeen thousand dollars on a single painting job."
Story (3-30 seconds)
"I was a Marine. Thought I could figure anything out. Turns out running a painting company is nothing like running a fire team. I was underbidding every job because I was scared to lose it. Working seventy hour weeks. My wife was stressed. I was stressed. And at the end of the month there was nothing left. So I hired a business coach. Not a painting coach. A business coach. And everything changed. I learned how to price jobs, how to sell without feeling gross, and how to build systems so I was not doing everything myself."
Result (30-45 seconds)
"I turned that painting company around, sold it, and built The Contractor Fight. Now I have helped thousands of contractors go from struggling to running real businesses. Guys going from $300K to $2.5 million. From barely paying themselves to taking home six figures. Same skills. Same crews. Different system."
CTA (45-60 seconds)
"If you are a contractor making under $500K and you feel like you are working harder than everyone and making less, we built Contractor Business School for you. The link is right here. Check it out."

Ad Script 2: The HGTV Authority Play

Ad Creative +

Angle: HGTV host and #1 contractor coaching platform -- the credibility angle

Format: Talking head with B-roll cuts (HGTV clips if available)

Target: Contractors who are skeptical of coaching

Hook (0-3 seconds)
"You know what HGTV does not show you about contracting?"
Story (3-30 seconds)
"How to actually make money doing it. I hosted a show on HGTV called Unfinished Business. Helped homeowners finish their stalled renovation projects. Great TV. But behind the cameras, I was thinking about the contractors watching at home. The guys who are great at the work but cannot figure out why there is nothing left at the end of the month. That is why I built The Contractor Fight. The largest contractor coaching community in the country. Over 1,100 podcast episodes. Thousands of members. A book that contractors keep in their truck."
Result (30-45 seconds)
"This is not theory. One of our members went from $476K to $5.5 million. Another went from $300K to $2.5 million in 12 months. These are normal contractors who learned how to price, sell, and build systems. The work did not change. The business did."
CTA (45-60 seconds)
"Contractor Business School is where it starts. Everything I know about running a profitable contracting business, in one place. The link is below."

Ad Script 3: The Proof Stack

Ad Creative +

Angle: Lead with the biggest result, let the numbers do the talking

Format: Talking head, fast pace

Target: Contractors who need proof before they invest

Hook (0-3 seconds)
"$300K to $2.5 million in 12 months. Same contractor. Same crew."
Story (3-30 seconds)
"That is Jake. Painting contractor. Good at his job. Busy. But stuck at $300K for years. He did not hire more people. He did not start a new trade. He learned how to run the business side. Pricing. Sales. Systems. Lead generation. Same story with Marcus. $476K stuck. Now at $5.5 million. And it is not just the home runs. We have contractors who went from $150K stressed out of their minds to $400K with their evenings free. Guys who raised their prices 40% and got more calls, not fewer."
Result (30-45 seconds)
"The pattern is always the same. Contractor who is great at the work. Bad at the business. Learns the systems. Numbers move. I have seen it thousands of times. I was that contractor. That is why I built this."
CTA (45-60 seconds)
"If you are doing under $500K and you know you should be doing more, Contractor Business School is the system. Link is below. See what is inside."

Ad Script 4: The Pain of Staying Stuck

Ad Creative +

Angle: Agitate the frustration of working hard with nothing to show for it

Format: Talking head, slower delivery, emotional

Target: Contractors who are burned out and frustrated

Hook (0-3 seconds)
"You are the hardest worker you know and you have nothing to show for it."
Story (3-30 seconds)
"Sixty hour weeks. Weekends gone. You miss your kids' stuff. Your wife sees you for 30 minutes before you pass out. And at the end of the month? After the truck payment, the insurance, the materials, the crew -- there is nothing left. You make less per hour than your own employees. Here is what nobody tells you. Working harder does not fix this. I know because I tried. I was a Marine. Hard work is literally all I knew. And it did not work. What works is learning the business side. Pricing so you actually make profit. Sales so you stop giving away free estimates to tire kickers. Systems so you are not doing everything yourself."
Result (30-45 seconds)
"That is what Contractor Business School teaches. And it works. Thousands of contractors have gone through it. Guys who were exactly where you are. Same stress. Same hours. Same empty bank account. Now they charge what they are worth, have real margins, and actually take home money."
CTA (45-60 seconds)
"If that sounds like where you are, click the link. See what is inside. And decide if this is your year to fix the business side."
Section 04

Email Nurture Sequence

5 emails that take a free book reader from "this guy knows his stuff" to "I need to join CBS." Written in your voice. Ready to load into your email platform.

Email 1: The Mirror (Send immediately after opt-in)

Email +
Tom here. You grabbed Winning the Contractor Fight. Good. Most people who download that book are in one of two spots. Either you are doing OK but know you should be doing better. Or you are drowning and looking for something that actually works. Either way, the answer is the same. It is not about working harder. You already work harder than anyone. It is about the business side. Pricing. Sales. Systems. The stuff nobody teaches you when you learn a trade. Read Chapter 3 first. That is the one about pricing. It is the fastest way to see if this applies to your situation. Talk tomorrow. - Tom

Email 2: The Proof (Send Day 2)

Email +
Jake ran a painting company doing $300K a year. Good painter. Busy all the time. But at the end of the month there was nothing left. He was doing what most contractors do. Underbidding to win jobs. Working 60+ hours. Hoping next month would be different. It was not going to be different. Not until he changed the system. Jake joined Contractor Business School. Learned how to price for real profit. Stopped chasing every lead and started qualifying. Built systems so he was not the bottleneck in his own company. 12 months later his company did $2.5 million. Same Jake. Same crew. Same trade. The work did not change. The business did. If you see yourself in that story, CBS might be worth a look. Here is what is inside: [CBS LINK] - Tom

Email 3: The Uncomfortable Truth (Send Day 4)

Email +
You already know your prices are too low. You know because you do the math at the end of every job and the margin is not there. You know because you see other contractors charging 30-40% more and staying booked. You know because your accountant keeps telling you. But you do not raise them because you are afraid. Afraid the phone will stop ringing. Afraid you will lose to the lowball guy down the road. Afraid the customer will say no. Here is what actually happens when you raise your prices. Some customers leave. The ones who only hired you because you were cheap. The tire kickers. The hagglers. And better customers show up. The ones who value quality. The ones who do not ask for three estimates. The ones who pay on time. Our members raise their prices an average of 25-40% when they go through the Nail Your Numbers module in CBS. Most of them get MORE work after they raise prices, not less. Sounds backward. But that is how it works. If pricing is the thing holding your business back, this is the module that fixes it: [CBS LINK] - Tom

Email 4: The Objection Killer (Send Day 6)

Email +
I hear this one a lot. And I get it. Money is tight. You are not sure if this is the right time. So let me reframe it. CBS is $297 a month. That is one small job. A pressure wash. A paint touch-up. A half-day gig. If you implement one thing from the pricing module on your next estimate, you will make that $297 back before the paint dries. That is not hype. That is literally what happens when you stop underbidding. Marcus was at $476K when he joined. He is at $5.5 million now. You think he regrets the $297? The question is not whether you can afford it. The question is whether you can afford another year of doing this the same way. No contract. No commitment. Cancel anytime. But the contractors who join and do the work do not cancel. They upgrade. Here is the link if you are ready: [CBS LINK] - Tom

Email 5: The Crossroads (Send Day 8)

Email +
Last email from me about this. A year from now you will be in one of two spots. Spot one: Same revenue. Same stress. Same sixty hour weeks with nothing left at the end of the month. Another year of being the best worker in a business that does not pay you what you are worth. Spot two: Real margins. Prices that reflect your work. Leads coming in without you chasing them. Systems so you are not the guy doing everything. The guys in spot two did not get lucky. They did not find some secret. They learned the business side. That is it. CBS has the system. Thousands of contractors have used it. The results are not random. If you are going to make a move, make it now. Not next month. Not next quarter. The market does not wait for you to be ready. [CBS LINK] No hard feelings if it is not the right time. The book is still yours. Use it. - Tom

Want us to build and run the whole thing?

Everything above is yours whether we work together or not. If you want us to implement it, 15 minutes is all we need to walk through the plan.

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Prepared specifically for The Contractor Fight. March 2026.

CRD Marketing