248,000 subscribers. 120 million views. 38 courses. And a $1,499 bundle sitting on a catalog page next to a $7 flyer program. Here is everything we built to fix that.
Brian, you built something most creators never will. A real service business (100 clients a week, 17 years running) AND a real education business (248K subscribers, 38 courses, 250+ paying members).
Most people in your position have one or the other. You have both. And the education side has a clear ceiling that is not about content or audience. It is about infrastructure.
Your content is exceptional. Your offers are deep. The gap is the funnel connecting them. That is what we built.
15 minutes. We will show you exactly how each piece connects and what implementation looks like.
Book a 15-Minute Call or email colin.d@crdmarketing.comClick each deliverable below to expand and see the full breakdown.
Your education business is leaking revenue in 5 specific places. Here is where, why, and what each gap costs you.
What is happening: "The Whole Ball of Wax" bundle is your highest-ticket education offer at $1,499. It includes all 38 training programs and 1:1 coaching. Right now, it sits on the same Kajabi store page as your $7 Residential Lawn Care Flyer Program and your $1 "How To Hire & Retain Employees" course.
There is no dedicated landing page. No video sales letter. No long-form sales copy explaining why someone should invest $1,499. No testimonials from members who bought the bundle. No objection handling. No guarantee framing. No urgency.
What this costs you: If just 5 additional people per month bought the bundle because they landed on a real sales page instead of a catalog listing, that is $7,495/month or $89,940/year in new revenue. You already have the traffic and audience. The offer exists. It just does not have a sales environment that matches its value.
The fix: A dedicated VSL funnel for The Whole Ball of Wax. Landing page, video sales letter, the works. We built the full outline below.
What is happening: Your YouTube channel gets consistent views across 2,481 videos. Your podcast has 740+ episodes with over 1,000 five-star reviews. Your Instagram has 74,000 followers.
The only lead capture mechanisms on lawntrepreneuracademy.com are a free Lawn Inquiry Form template and a newsletter signup. No free mini-course. No quiz funnel. No lead magnet that previews the value inside your paid courses.
What this costs you: YouTube does not give you the relationship. The algorithm does. If 1% of your 248,000 subscribers entered an email funnel each month (2,480 new leads/month) and 5% of those bought even a $49 course, that is 124 sales/month or $72,912/year from a single automated funnel.
The fix: A lead magnet that previews the value of your paid products, plus a 5-email welcome sequence. We wrote the full sequence below.
What is happening: LINK is your highest-LTV product. At $49/month, a member who stays 12 months is worth $588. You have 250+ members. But there is no visible connection between your individual courses and the LINK membership. Someone who buys a $99 course gets the course and that is it. No follow-up. No upsell sequence.
What this costs you: If 10% of your course buyers converted to LINK members, that is 5-10 new members per month. At $49/month with 8-month average retention, each new member is worth $392. Ten new members per month is $47,040+/year in additional recurring revenue, compounding every month.
The fix: A 5-email post-purchase upsell sequence that automatically triggers after any course purchase. We wrote it below.
What is happening: Your Facebook Pixel is installed on lawntrepreneuracademy.com. You are running Meta ads. But there is a massive difference between a YouTube video designed to entertain and a direct-response ad script designed to sell.
You publish 3 YouTube videos per week. Your best videos get 100,000+ views. You are one of the best on-camera presenters in the lawn care space. That organic content proves you can hold attention. But ads reward action, not watch time.
What this costs you: Without purpose-built ad scripts, your ad spend is working harder than it needs to. If scripts push ROAS from 2x to 4x on a $3,000/month budget, that is $72,000/year in additional revenue from the same spend.
The fix: Three direct-response ad scripts targeting cold, warm, and hot audiences. Written in your voice. Ready to film. Below.
What is happening: Your mid-ticket bundles ($199-$499) and "Commercial Bidding Made Simple" ($249) all live on the same Kajabi catalog page as the $7 flyer program. Same format. Same layout. These are not impulse buys. Someone spending $249-$499 wants details, testimonials, and proof.
What this costs you: If dedicated landing pages increased conversion by even 2% on 500 monthly visitors, that is 10 additional sales at ~$350 average = $42,000/year.
The fix: The VSL funnel framework we built below can be adapted for mid-ticket offers. Once the $1,499 funnel is proven, the same structure scales down to your bundles.
| Gap | Annual Impact |
|---|---|
| VSL funnel for $1,499 bundle | $89,940 |
| Email capture system | $72,912 |
| Course-to-LINK upsell path | $47,040+ |
| Better ad creative (same spend) | $72,000 |
| Mid-ticket landing pages | $42,000 |
| Total | $323,892+/year |
These numbers assume your existing traffic. No new audience required. Just better infrastructure converting the audience you already have.
You have 2,481 YouTube videos. Your audience trusts your face and voice. A VSL is not a new skill. It is a format shift. Instead of teaching how to edge a lawn, you are selling the complete system. Same camera. Same setup. Different script.
Lawn care operator doing $30K-$80K/year who is stuck. Knows how to mow. Does not know how to build a business. Has watched your YouTube. May have bought a $49 or $99 course. Has not committed to the full system because nobody showed them why it matters.
"You started a lawn care company because you wanted freedom. More money. Your own schedule. Control over your life.
But right now you are working 60-hour weeks, underbidding jobs because you do not know what to charge, and your truck payment is due in 9 days.
I know because I was you. April 2007. No college degree. No business experience. Just a mower and a prayer.
This video is going to show you the exact system I used to go from that to a six-figure operation with 100 clients a week. And I am going to give you the entire thing."
Tell the real story. April 2007. Left the fertilizer company with nothing. First year of mistakes, undercharging, not knowing how to bid commercial jobs.
The turning point: when you figured out systems and stopped trading hours for dollars.
Today: 100 clients/week. Sherwin-Williams, Longhorn Steakhouse, Suburban Propane. 17 years running. 248,000 YouTube subscribers learned from you. 250+ LINK members use your systems every week. Your book "Zero to $100K!" is the playbook.
"Here is what most lawn care guys do. They learn one thing. Maybe they take a course on how to bid jobs. Or they watch a YouTube video on aeration pricing. Then they go back to work and forget half of it by Thursday.
The problem is not knowledge. YouTube is free. My channel has 2,481 videos. You could watch them all.
The problem is system. You do not have a system that connects how to bid, how to price, how to sell, how to hire, how to market, how to do snow, how to scale. All of it. In order.
That is the gap. Not one course. Not one skill. The SYSTEM."
Getting Started Block: How To Start Your Own Lawn Care Business ($99), How To Professionally Cut Grass ($30), How To Get New Customers ($49), How To Sell Customers And Close More Jobs ($49)
Service Expansion Block: Spring & Fall Clean Ups ($49), Aerations & Overseeding ($49), Installing Mulch ($49), Snow Plowing ($99), Salting 101 ($99)
Scaling Block: Commercial Bidding Made Simple ($249), Build Your Team ($99), Hire & Retain Employees, Productivity Hacks ($49), Know Your Numbers Calculator ($99)
Marketing Block: 12 postcard designs ($75 each), door hanger designs, EDDM postcards, newsletters, flyer programs
Contracts & Documents: Commercial and residential lawn contracts, snow plowing contracts, employee handbooks (English + Spanish), landscaping bid forms, subcontractor agreements
"If you bought every single one of these individually, you would spend over $3,800. The Whole Ball of Wax gives you everything for $1,499. That is 61% off."
For you if:
Not for you if:
"I can learn this on YouTube for free"
"You can. I have 2,481 free videos. But watching videos is not the same as having a system. The bundle gives you the courses in order, the templates ready to use, the contracts ready to sign, and the calculators ready to plug in. YouTube teaches concepts. This gives you tools."
"$1,499 is a lot"
"One commercial contract you bid correctly because of the Commercial Bidding course will pay for the entire bundle. If you underbid by $200/month on 3 accounts, that is $7,200/year you are leaving on the table. The bundle pays for itself on the first job you price correctly."
"I do not have time to go through 38 courses"
"You do not have to. Start with the block that matches where you are. The courses are modular. Use what you need now. The rest is there when you are ready."
"Here is what to do. Click the link below this video. You will see The Whole Ball of Wax with everything I just walked through. If you have questions, email me. If you want to talk about it, book a call.
But if you are sitting there right now thinking 'I need this,' trust that feeling. Future you will thank present you.
Let's go."
Above the fold:
Below the fold:
Three direct-response ad scripts for Lawntrepreneur Academy. Each one targets a different audience temperature and is structured to drive a specific action. Written in your voice. Ready to film with the same setup you use for YouTube.
Target: Lawn care operators who do not follow you yet. Cold traffic.
Objective: Lead magnet opt-in or course purchase.
"You are losing $7,200 a year on 3 accounts. Here is why."
"Most lawn care guys underbid commercial jobs by $200 a month. Multiply that by 3 accounts. That is $600 a month walking out the door.
I did it for years. Started my lawn care company in 2007 with no clue how to price anything. Took me 5 years to figure out I was basically paying my clients to let me mow their lawns.
Now I run 100 accounts a week. Sherwin-Williams. Longhorn Steakhouse. Suburban Propane. And I teach other lawn care operators how to stop leaving money on the table."
"I put everything I know into a course. Link is in the bio. Stop guessing. Start pricing."
Why this works: Opens with a specific dollar amount (pattern interrupt). His origin story is the proof. Commercial client name drops build instant credibility. CTA drives to action without being pushy.
Target: People who have watched Brian's YouTube or visited the Academy. Retargeting.
Objective: Course purchase or Whole Ball of Wax bundle.
"You have watched 50 of my videos and you are still stuck at the same revenue. I know why."
"YouTube teaches you skills. How to edge. How to stripe. How to bid a mulch job.
But skills without a system is just random knowledge. You know how to do 20 things and none of them connect to each other.
That is why I built the Lawntrepreneur Academy. Not another YouTube video. A system. How to start, how to price, how to sell, how to hire, how to market, how to add services. In order. With templates, contracts, and calculators ready to use.
38 programs. One bundle. Every piece connects to the next."
"Link below. Stop watching. Start building."
Why this works: Directly addresses warm audience behavior. Reframes "I need more knowledge" to "I need a system." Positions the bundle as the next step after free content.
Target: People who have purchased a course or visited the LINK page. Hot traffic.
Objective: LINK membership sign-up ($49/mo or $499/yr).
"You bought the course. Now what?"
"Courses teach you the what. But every week something new comes up. A client wants to renegotiate. Your employee quits mid-season. A commercial bid comes in and you are not sure if the numbers work.
That is where LINK comes in. Every week. Live coaching. A room full of lawn care operators who have been exactly where you are.
250 members. Weekly webinars. Monthly guest speakers from guys running million-dollar operations. A private group where you post your bid and get feedback in 20 minutes.
You already invested in learning. LINK is where you actually apply it."
"$49 a month. Cancel anytime. Link below."
Why this works: Targets highest-intent audience. Addresses the gap between learning and doing. Names specific LINK features. Low-risk CTA reduces friction.
Two automated email stages designed for Kajabi. Stage 1 converts free subscribers to course buyers. Stage 2 converts course buyers to LINK members. All fully written and ready to implement.
Triggers when someone downloads a lead magnet or signs up for Lawntrepreneur Insiders. Goal: first course purchase within 10 days.
Your [lead magnet] is attached / linked below.
Quick thing before you open it.
I started my lawn care company in April 2007. No degree. No business experience. Just a truck and a lot of wrong turns.
17 years later I run 100 accounts a week in Metro Detroit. Commercial clients like Sherwin-Williams and Longhorn Steakhouse. A team. Real revenue.
But the first 3 years were brutal. Underbidding. Overworking. Not knowing what I did not know.
I built the Lawntrepreneur Academy so you do not have to figure it out the way I did.
Start with the [lead magnet]. Then check out the Academy when you are ready.
Talk soon,
Brian
Quick one.
The biggest mistake I see from new lawn care operators is not knowing their numbers. They price jobs based on what the guy down the street charges instead of what it actually costs them to do the work.
I did this for 3 years. I was busy. My schedule was full. But I was barely breaking even because I had no idea what my real costs were.
If that sounds familiar, I built a course called "Know Your Numbers" that comes with a profitability and cash flow calculator. You plug in your actual costs and it tells you exactly what to charge.
One number change on one bid can pay for the whole course.
Here is the link: [link to Know Your Numbers - $99]
Brian
If I started over tomorrow, here is what I would do in the first 90 days:
1. Get my contracts right before taking on any client. No handshake deals. I lost $4,000+ on a single client because I did not have a cancellation clause.
2. Learn how to bid commercial jobs from day one. Commercial accounts are where the real money is.
3. Get around other operators who are a few years ahead of me. Not YouTube comments. Real conversations.
The Academy has courses for all three. But if you only pick one, start with "How To Start Your Own Lawn Care Business." It is $99 and it covers everything I wish someone told me in 2007.
[link to How To Start course]
Brian
You have been getting these emails for a week now. You probably noticed I have a lot of courses. 38 to be exact.
If you bought them all individually, it would cost over $3,800.
Or you can get everything in one bundle called "The Whole Ball of Wax" for $1,499. Every course. Every contract template. Every calculator. Every marketing piece.
That is 61% off the individual prices.
I am not going to oversell it. You either need the full system or you need one specific skill. Both are fine. But if you are serious about building this into a real business, the bundle is the fastest way to get there.
[link to The Whole Ball of Wax - $1,499]
Brian
Last email in this sequence, then you just get my regular newsletter.
If you have not bought anything yet, that is fine. The free content on YouTube and the podcast will keep coming.
But if you have been thinking about it: one commercial bid you price correctly because of the Commercial Bidding course will pay for the entire bundle. One snow plowing contract you do not underprice will cover it.
The ROI is not theoretical. It is your next job.
[link to Academy store]
Talk soon,
Brian
Triggers after any course purchase. Goal: convert to LINK membership within 14 days.
Nice work grabbing [course name].
The content is in your library and ready to go.
One thing I want to mention while you are in building mode. I run a membership called LINK. It is where 250+ lawn care operators get together every week for live coaching, bidding help, and accountability.
The courses teach you what to do. LINK gives you a room full of people to do it with.
Not pitching hard right now. Just want you to know it exists.
[link to LINK membership page]
Brian
Every single week in LINK, someone asks a version of this:
"I just got a bid request for a commercial property. It is 2.5 acres, partial slope, 47 trees, and they want mulch in all the beds. How do I price this without losing money?"
And within 20 minutes, 5-6 operators who have bid jobs exactly like that give them numbers, share their approach, and walk through the math.
That is what LINK does. It turns "I think I should charge $X" into "I know I should charge $X because 6 people who do this every day told me so."
$49/month. Cancel anytime.
[link to LINK membership]
Brian
Kyle Christoffersen (Hometown Landscaping Services, LLC): "The community support inside LINK is incredible. I have never been part of a group where people actually help each other instead of just talking."
Lukas Blumling: "The monthly guest speakers alone are worth the membership. I have learned more in 3 months of LINK than I did in 2 years on my own."
Real operators building real businesses. Not influencers. Guys with trucks and crews who show up every Monday morning.
[link to LINK membership - $49/month]
Brian
$49/month for LINK.
One bidding question answered correctly = $500+ saved on a single job.
One hiring mistake avoided = $2,000+ in training and turnover costs saved.
One snow pricing insight from a guy in your market = covers the membership for 6 months.
The ROI is not complicated.
[link to LINK membership]
Brian
This is the last email I will send about LINK. After this, back to the regular newsletter.
The course you bought gives you the knowledge. LINK gives you the accountability, the community, and the weekly coaching to actually use it.
250+ members. Weekly webinars. Monthly guest speakers. A private group where you get answers in minutes.
$49/month. $499/year if you want to save. Cancel anytime.
If it is for you, join. If not, no hard feelings.
[link to LINK membership]
Brian
Everything above is yours. Use it however you want. If you want us to build and run the whole thing, let's talk.
Book a 15-Minute Call or email colin.d@crdmarketing.com