3 ad scripts. A VSL funnel. A lead magnet. A 5-email sequence. Everything PRAXIS S-10 needs to turn $1.5 billion in proven results into a marketing machine that runs every day.
Why We Reached Out
PRAXIS S-10 was founded by Jim Abrams (the man who invented best practices for HVAC contractors), Terry Nicholson (3 decades building companies alongside Jim), and Jimmy Hiller (grew from $2M to $100M using the PRAXIS system). Your members have generated over $1.5 billion in residential service revenue across 33 states.
But when we analyzed your digital infrastructure, we found zero paid acquisition. No Facebook pixel. No Google Analytics. No retargeting. Your website runs on Wix with a call CTA that links to the homepage. Your Instagram has 263 followers. You have no YouTube channel. You have no lead magnet. And your competitors are buying the attention of every contractor who should be finding you first.
So we built the system that fixes it. Every piece is specific to PRAXIS S-10. Nobody else can use this.
What is Inside
15 minutes. We will show you exactly how each piece works for PRAXIS S-10.
Book a Call with ColinBottleneck Analysis
PRAXIS S-10 has helped contractors generate over $1.5 billion in residential service revenue. Jimmy Hiller went from $2 million with two employees to $100 million with 630 employees using PRAXIS systems. That story alone could sell memberships every single day.
But right now, nobody outside your existing network is hearing it.
We checked your website source code. No Facebook pixel. No Google Analytics. No Google Tag Manager. We searched the Meta Ad Library under your Facebook page (11,119 likes) and found zero active ads. We checked for Hyros, TripleWhale, and CAPI. Nothing.
Every HVAC contractor doing $2M-$50M who has never heard of PRAXIS S-10 is a potential member you are leaving on the table. Your competitors are not leaving them on the table. Nexstar, BDR, and Contractor University all run paid campaigns targeting the same audience. They are buying attention from contractors who should be finding you first.
Conservative estimate: if a single membership is worth $2,000-$5,000/month, then every 10 members you miss because they found Nexstar or BDR first costs you $240,000-$600,000 per year. And you are missing far more than 10.
We built a complete paid acquisition strategy for PRAXIS S-10. Three campaign angles, each with a ready-to-film ad script, a budget framework, and an ROI model. This is not a recommendation to "run ads someday." It is the system, ready to go.
You sell a premium coaching membership. The CTA on your website is "Schedule a FREE Success Call." But that button links back to the homepage. There is no video explaining what PRAXIS S-10 is. No walkthrough of the results. No pre-call content warming the prospect up before they pick up the phone.
You have the single best case study in the HVAC coaching industry. Jimmy Hiller. $2 million to $100 million. From 2 employees to 630. From 1 location to 12 across 3 states. That story is a VSL waiting to be filmed.
Cold prospects who land on your website have two choices: call a number or leave. Most leave. They are not ready to commit 30 minutes to a stranger on the phone. A 15-minute video would do the selling for you. It would filter out tire-kickers and pre-qualify the serious buyers. Without it, your sales team spends time on unqualified calls or loses qualified prospects who need more information first.
Every coaching company at your level uses video to sell. Not because it is trendy. Because a founder telling their story on camera converts 3-5x better than a text page with a phone number.
We built a VSL outline and funnel map for PRAXIS S-10. The script uses Jimmy Hiller's transformation as the anchor story. The funnel routes prospects from ad click to video to booked call. The landing page copy is written and ready.
Your website has one conversion path: schedule a call. If a contractor visits your site, reads about PRAXIS S-10, thinks "this is interesting but I am not ready to commit," they leave. And you have no way to follow up.
You have Keap and Mailchimp installed. You have 400+ training lessons behind your membership. But there is no lead magnet. No email opt-in. No free resource that captures a name and email so you can nurture that contractor over time.
In coaching and membership businesses, 80-90% of buyers do not purchase on their first visit. They need 7-12 touchpoints before they are ready. Right now, every one of those people vanishes after their first visit because you have no mechanism to keep the conversation going.
Your competitor Contractor University creates comparison content ranking HVAC coaching programs including you. Those pages capture traffic from contractors actively shopping for coaching. If they do not buy immediately, they are gone. A lead magnet would catch them.
We designed a lead magnet based on your existing methodology and wrote a 5-email nurture sequence that moves prospects from download to booked mentoring session. Every email is fully written and ready to load into Keap.
Deliverable 1
Your business has three characteristics that make paid acquisition extremely profitable:
1. High lifetime value per member. Contractor coaching memberships in this space run $2,000-$5,000+/month. Even on the lower end, a single member who stays 12 months is worth $24,000-$60,000. That means you can afford to spend $500-$2,000 acquiring a member and still see 10-30x return.
2. Clearly defined audience. Residential HVAC contractors doing $2M-$50M in revenue. That is a targetable audience on Meta and YouTube. You can build lookalike audiences from your existing member list. You can target by job title, industry, company size, and interest in HVAC business content.
3. Unmatched proof. Jimmy Hiller's story is not theoretical. $2M to $100M is documented, verifiable, and specific. Most coaching companies have vague testimonials. You have the largest independently owned residential HVAC company in America as your flagship member.
And zero competitors are running ads in your exact space. We checked the Meta Ad Library for HVAC contractor coaching ads. The field is empty. You would be first to market.
Meta (Facebook/Instagram), Primary. Your audience is on Facebook. HVAC contractors, business owners doing $2M-$50M, active on Facebook groups and industry pages. Your existing page has 11,119 likes. That is a warm audience you can retarget once a pixel is installed.
YouTube, Secondary. HVAC business content gets strong organic reach. Pre-roll ads targeting HVAC business content put your message in front of contractors who are actively learning. Phase 2 play after Meta is running.
| Phase | Monthly Spend | Goal | Timeline |
|---|---|---|---|
| Testing | $3,000-$5,000 | Find winning creative, build pixel data | Months 1-2 |
| Scaling | $5,000-$15,000 | Profitable member acquisition, lookalikes | Months 3-6 |
| Growth | $15,000-$30,000 | Saturate market with winning angles | Months 6+ |
Angle: Aspiration through documented proof. If it worked for him, it can work for me.
Target: HVAC business owners doing $2M-$10M who feel stuck.
Format: 60-90 second talking head
"A contractor with two employees turned his company into a $100 million business. Here is exactly how."
"Jimmy Hiller was doing $2 million a year. He was working 80-hour weeks. He had two employees and one truck. Then he met Jim Abrams. Jim had built and sold some of the biggest HVAC companies in the country. He had a system. A 10-step formula for turning small contractors into large, profitable businesses."
"Jimmy applied that system. Today? 630 employees. 470 trucks. 12 locations across 3 states. Over $100 million in annual revenue. The largest independently owned residential HVAC company in America."
"That same system is now available to every residential HVAC contractor through PRAXIS S-10. Not a course. Not a weekend seminar. A full membership with lifetime mentoring from the people who built it. They have helped contractors across 33 states generate over $1.5 billion in service revenue."
"Book a free strategic mentoring session. Link is below. They will walk through the exact system Jimmy used. No cost. No obligation."
Angle: Skepticism turned into trust. These people actually do what they teach.
Target: HVAC contractors burned by coaching programs that over-promise.
Format: 60-90 second talking head
"Most HVAC coaching programs are taught by people who have never run a truck. We are different."
"Jim Abrams started his first HVAC company in 1981. He built it into a national brand. Sold it for $183 million. Terry Nicholson spent three decades in the field, selling HVAC systems and building companies alongside Jim. Jimmy Hiller still runs the largest independently owned HVAC company in America. 630 employees. $100 million in revenue."
"Every system inside PRAXIS S-10 was tested with real money in real companies. When something did not work, they lost money, fixed it, and tried again. That is the difference between theory and proof. Over 400 lessons, lifetime mentoring, and a buying group that saves you money on everything you use. All included in one membership. No tiers. No upsells."
"Book a free mentoring session. We will show you the exact systems we use. Link below."
Angle: Relief. Someone has already solved this.
Target: HVAC contractors doing $2M-$10M hitting growth walls.
Format: 45-60 second talking head
"How much did you spend last year on marketing that did not work? On a hire that did not pan out? On a system that failed?"
"Every dollar you spend figuring things out on your own is a dollar someone else already spent for you. PRAXIS S-10 has nearly 150 years of combined experience running residential HVAC companies. They have made the mistakes so you do not have to. Over 400 lessons. Lifetime mentoring. A phone call away every time you have a question."
"Their members have generated over $1.5 billion in residential service revenue. Not theory. Proven numbers from real contractors across 33 states."
"Book a free strategic mentoring session. See what the system looks like. Link below."
Deliverable 2
"If you are a residential HVAC contractor doing $2 million to $50 million a year, the next 12 minutes could change the way you run your business.
I am going to show you the exact system one contractor used to go from $2 million with two employees to over $100 million with 630 employees. Not theory. Not a motivational speech. A documented, step-by-step system you can apply to your own company.
My name is Terry Nicholson. I spent three decades building HVAC companies alongside Jim Abrams, the man who invented the best practices model for our industry. What I am about to show you is the culmination of 40 years of what works."
"Here is what I see every day from contractors in the $2M-$50M range.
You are working harder than you have ever worked. Revenue is up but profits are flat. You cannot find good technicians. The ones you have are not selling at their potential. You are doing everything yourself because nobody on your team can handle it the way you do.
And every year, you watch other contractors in your market pull ahead. They are growing faster. They seem to have figured something out. And you are stuck wondering what they know that you do not.
The answer is usually not talent. It is not luck. It is systems. Specifically, the 10 systems that separate contractors who grind at $3 million from contractors who scale past $10 million, $25 million, $50 million, and beyond."
"Let me tell you about Jimmy Hiller.
When Jimmy met Jim Abrams, he was exactly where many of you are right now. Small company. Two employees. Working every job himself. Doing $2 million a year and hitting a wall.
Jim taught Jimmy the 10-step system. Not all at once. Piece by piece. Start with your pricing. Fix your hiring process. Build your training systems. Install accountability. Layer on marketing. Scale operations.
Jimmy applied every step. And over the next several years, something happened that does not happen by accident.
He grew to 630 employees. 470 trucks. 12 locations across 3 states. Over $100 million in annual revenue. The largest independently owned residential home services company in America.
Jimmy is not unique. He is not a genius. He is a hard-working contractor who followed a proven system. A system that has now produced over $1.5 billion in residential service revenue across hundreds of contractors."
"PRAXIS S-10 is the system.
It is not a course you watch once. It is not a weekend event you attend and forget. It is a continuous mentoring and development program built on four decades of what actually works in residential HVAC.
Here is what you get as a member:
Lifetime one-on-one strategic mentoring. Not for just you. For every person on your team. When your service manager has a question at 2 PM on a Tuesday, they pick up the phone and get an answer from someone who has solved that exact problem.
Maximum Yield Performance Technology. This is not traditional training. It is a cognitive learning system that changes how your employees think and perform. Over 400 lessons and videos. New content every month.
Proven contracting solutions. Every system has been tested with real money in real companies. Pricing. Hiring. Sales processes. Marketing playbooks. Employee development. All of it field-tested and proven.
Massive buying power. Your membership saves you money on almost everything you use. Equipment, supplies, tools. The savings alone can offset a significant portion of your membership cost."
"Now, you might be thinking: I have tried coaching before and it did not work.
I hear that a lot. And here is why it is different.
Most coaching programs are taught by people who read books about running a contracting company. Jim Abrams built them. He started Air Experts in 1981. He built Clockwork Home Services and sold it for $183 million. He invented the best practices concept that the entire industry now uses.
I have been in the field for 30 years. Not in a boardroom. In the field. Selling systems, training teams, building companies.
And Jimmy still runs his company every day. 630 employees. He is not retired and giving advice. He is in the business doing the work.
That is the difference. We are not coaches. We are contractors."
"Here is what I want you to do.
Below this video there is a button to book a free strategic mentoring session. No cost. No obligation. No pitch.
On that call, we will look at your specific business. Where you are. Where you want to go. And whether the PRAXIS S-10 system fits what you need.
If it does, we will show you exactly how to get started. If it does not, you will still walk away with specific advice you can apply immediately.
Everything we do at PRAXIS S-10 is included in one membership. No tiers. No upsells. No hidden costs. Your entire team gets lifetime access.
Click the button below. Book your session. Let us show you what $1.5 billion in proven systems looks like when it is applied to your company."
How One Contractor Went From $2M to $100M (And How You Can Do It Too)
The exact 10-step system that has generated over $1.5 billion in residential HVAC revenue. Now available to you.
"Jimmy Hiller applied this system and grew from $2 million to $100 million. 630 employees. 470 trucks. 12 locations. The largest independently owned residential HVAC company in America."
"Founded by Jim Abrams, the man who invented the best practices concept for the HVAC industry and built Clockwork Home Services (sold for $183 million)."
Q: How is this different from Nexstar or BDR?
A: We are real contractors. Every system we teach has been tested with our own money in our own companies. And you get lifetime one-on-one mentoring for your entire team. Not group calls. Personal mentoring.
Q: What does membership cost?
A: Everything is included in one membership. No tiers. No add-ons. Book a free mentoring session and we will walk through the specifics based on your company size.
Q: I have tried coaching before and it did not work.
A: We hear that a lot. The difference is proof. $1.5 billion in member revenue. Jimmy Hiller's $100M company. These are not theoretical results. Book a session and we will show you exactly what our members have done.
Q: Do I need to be a certain size to join?
A: We work with residential HVAC contractors doing $2 million to $50 million in revenue. If you are in that range, the system is built for you.
Book Your Free Strategic Mentoring Session
Deliverable 3
Format: PDF guide, 12-15 pages
Purpose: Capture emails from HVAC contractors interested in improving their business but not ready to book a call. Positions PRAXIS S-10 as the authority. Opens the door for email nurture.
Profit Killer #1: Pricing by gut, not by formula. Most contractors set prices based on what competitors charge or what feels right. Jim Abrams developed a pricing system based on real cost analysis that guarantees margin on every job.
Profit Killer #2: Hiring warm bodies instead of building a pipeline. When you are desperate for techs, you hire anyone who shows up. Then you spend 6 months training them and they leave. The PRAXIS member system for technician recruiting changes this cycle.
Profit Killer #3: Training that does not stick. Traditional "break/fix/repeat" training wastes money. Maximum Yield Performance Technology uses cognitive learning to change how employees think. Permanent behavior change, not temporary compliance.
Profit Killer #4: Owner doing everything. If you disappear for a week and the business suffers, you do not have a business. You have a job. Building systems that run without you is the difference between a $3M company and a $30M company.
Profit Killer #5: No accountability systems. Your techs run calls without anyone reviewing their performance. Your office staff handles bookings without metrics. What gets measured gets improved.
Profit Killer #6: Marketing by hope. Hoping referrals keep coming. Hoping your Google listing stays on top. Every one of these is a channel you do not control. Controlled marketing channels put you in charge of your growth.
Profit Killer #7: Commission structures that reward the wrong behavior. If your pay structure rewards volume over quality, you will get high-volume, low-margin work. The right compensation model aligns incentives with profit goals.
Profit Killer #8: No customer follow-up system. You install a system, hand them a receipt, and hope they call back in 10 years. A maintenance agreement program turns one-time customers into recurring revenue.
Profit Killer #9: Growing revenue without growing profit. Plenty of $10M contractors make less money than $3M contractors. Revenue growth without margin discipline just gives you a bigger, more expensive headache.
Profit Killer #10: Trying to figure it all out alone. Every dollar you spend on trial and error is a dollar someone already spent for you. 150 years of combined experience. $1.5 billion in proven results. The answer exists.
"Want us to show you exactly which profit killers are hitting your business hardest? Book a free strategic mentoring session with our team."
Subject: Your profit killers guide + one question
Send: Immediately after download
Here is your copy of "The 10 Biggest Profit Killers for HVAC Contractors."
[Download Link]
Quick question while it is fresh. Which one of the 10 hit closest to home?
For most contractors in the $2M-$10M range, it is #4 (owner doing everything) or #6 (marketing by hope). But everyone is different.
Reply with your number. I read every response.
Over the next few days I will send you three specific strategies from contractors who fixed these problems and grew past their plateau. Real numbers. Real companies.
- Colin
CRD Marketing
Subject: $2M to $100M (the short version)
Send: Day 2
When Jimmy Hiller met Jim Abrams, he had 2 employees and was doing $2M a year.
Jim handed him a system. Ten steps. Jimmy applied them one by one.
Today? 630 employees. 470 trucks. 12 locations. Over $100M in annual revenue.
That did not happen by accident. And it did not happen because Jimmy was special. He followed a process that has now been proven across hundreds of contractors in 33 states.
If Profit Killer #10 in the guide caught your attention ("trying to figure it all out alone"), that is the point. The answers exist. You do not need to discover them from scratch.
PRAXIS S-10 is where Jimmy learned the system. Same founders. Same methodology. Now available to any residential HVAC contractor.
If you want to see what it looks like from the inside, book a free strategic mentoring session here: [Booking Link]
No pitch. Just a conversation about your business.
- Colin
CRD Marketing
Subject: Profit Killer #1 is the most expensive
Send: Day 4
Most contractors set prices based on what their competitor charges plus a margin.
That is backwards.
Jim Abrams developed a pricing system decades ago that starts with your real costs. Not your competitor's costs. Yours. Labor, overhead, materials, profit target. Then works backward to the number.
Contractors who switch to this model typically see a 15-25% profit increase without adding a single new customer. They were already doing the work. They were just leaving money on the table with every job.
That is Profit Killer #1 from the guide, and it is the one that costs you the most money because it compounds on every single call your team runs.
The full pricing system is one of the 400+ lessons inside PRAXIS S-10. Members get it on day one along with a mentor who walks them through implementation.
If you want to see the full system: [Booking Link]
- Colin
CRD Marketing
Subject: Why your best techs keep leaving
Send: Day 7
You train a tech for 6 months. They get good. Then they leave for $2 more per hour.
Sound familiar?
That is Profit Killers #2 and #3 from the guide working together. Bad hiring pipeline plus training that does not stick equals a revolving door.
PRAXIS S-10 members use a system called Maximum Yield Performance Technology. It is not traditional training. It uses cognitive learning methods that change how employees think and make decisions. Permanent behavior change instead of temporary compliance.
The result: better techs who stay longer because they are not just trained. They are developed. They see a path forward.
Over 400 structured lessons. Lifetime mentoring for every employee. Technician recruiting systems that build a pipeline instead of panic-hiring.
If turnover is your biggest expense (and for most contractors it is), this is the fix: [Booking Link]
- Colin
CRD Marketing
Subject: One call
Send: Day 10
I have sent you the guide, the proof, and three specific strategies from contractors who fixed the exact problems you are dealing with.
Here is what I know. You are busy. You have a company to run. And every coaching pitch sounds the same.
So instead of another email, let me make this simple.
One 30-minute call. We look at your specific business. Where you are. Where you want to be. And whether the PRAXIS S-10 system fits.
If it does, we show you how to get started. If it does not, you walk away with specific advice you can use immediately.
No cost. No obligation. Book it here: [Booking Link]
Or just reply "interested" and I will send you available times.
- Colin
CRD Marketing
Everything above is yours whether we work together or not. If you want us to implement it, let's talk.
Book a Call with Colin