Anthem Film
Prepared for Duane Cashin · April 2026

A Digital Growth Strategy for Cashin Sales

A content, conversion, and brand-building system designed to position you as the definitive voice in lawn care and landscaping sales training.

The Opportunity

You Have a Credibility Asset. It's Not Working Hard Enough.

You've trained teams at some of the most respected companies in the lawn care and pest control industry. You have testimonials from VPs and COOs. You have presentations, speaking engagements, and a course that can help any sales rep dramatically improve their close rate. The problem isn't what you know — it's that not enough of the right people know you.

The Jeb Blount benchmark. You've pointed to Jeb Blount as a competitor whose digital presence you admire. He's built a publishing-style machine: consistent content across platforms, books as lead magnets, a podcast, e-learning, coaching, speaking — all feeding each other. That's the model. The good news? You have the expertise and the story. What you need is the system.

This proposal outlines a complete content and conversion system — not just a social media calendar, but a structured funnel that turns your expertise into visibility, your visibility into leads, and your leads into course sales and consulting clients.

The Strategy

A Full-Funnel Content Engine, Built Around Your Voice

Every piece of content we create will serve a specific role in a three-stage funnel — a framework built on decades of proven direct response advertising principles, modern content strategy, and digital funnel design. Practitioners from David Ogilvy to Russell Brunson to Marcus Sheridan have all arrived at the same core truth: familiarity builds trust, trust builds leads, and leads — when nurtured properly — convert. Here's how that maps to Cashin Sales:

Top of Funnel

Build Familiarity

  • Presentation clips (WorkWave, Sebert)
  • Thought leader studio videos
  • Biz Dev show clips
  • Short-form hooks — LinkedIn, TikTok, Reels, Shorts, X, Facebook
  • Biz Dev guest interviews
Middle of Funnel

Capture & Warm Leads

  • Free lead magnet (high-value resource)
  • Lead magnet landing page
  • Video Sales Letter (VSL) for OCCM
  • Welcome email sequence (3–5 emails)
  • Ongoing value email broadcasts
Bottom of Funnel

Convert to Revenue

  • OCCM course page (Kajabi)
  • Testimonial clips (Sebert 2-pack)
  • Promotional course videos
  • Landing pages with clear CTA
  • Future: Paid ad campaigns

The key insight from decades of proven content and direct response strategy: the TOFU content pays for itself in brand equity while the MOFU and BOFU assets do the actual selling. Most people build one or the other. We build the whole chain — and everything connects.

Phase 1 — Foundation

Strategy & Kickstart Package

Before the ongoing engine runs, we need to build the infrastructure. This one-time engagement is designed to get every foundational asset in place — so that when we start posting, there's somewhere for the attention to go.

Strategy Session + Full Funnel Content Buildout

A 3–4 hour working session that lays the strategic foundation for all content, production, and funnel direction — followed by execution of all deliverables listed below.

$4,500
One-time investment
1
Strategy Session (3–4 hrs) Full funnel map, offer prioritization, platform strategy, and content calendar framework — the foundation from which all production and content direction is built.
2
Video Sales Letter (VSL) — OCCM Course Filmed and edited. Hook → pain → proof → solution → CTA. The single most important conversion asset you don't have yet.
3
Lead Magnet Creation Topic determined in strategy session. High-value, specific, and designed to naturally point to the OCCM course as the logical next step.
4
Lead Magnet Landing Page Built and live. Opt-in captures name and email, delivers the lead magnet, and triggers the welcome sequence.
5
Welcome Email Sequence (3–5 emails) Written and loaded in Kajabi. Delivers the magnet, builds credibility, and walks the subscriber to the VSL and course page.
6
Biz Dev Show Branded Intro & Outro Filmed and edited. Professional bumpers that brand every episode of your Biz Dev content consistently.
7
OCCM Promotional Clips (1–2 videos) Short-form BOFU clips cut specifically with a CTA — not general awareness content, but direct-response promotional assets.
8
4 Hours Studio Time Can be split across multiple sessions as needed. Used for VSL, intro/outro, promo clips, and any additional assets identified in strategy session.
+
Website Redesign & Brand/Graphic Refresh — Included at No Additional Cost When the Strategy & Kickstart is paired with a 12-month retainer agreement, the full website redesign ($2,500 value) and brand/graphic refresh ($1,500 value) are included in this package — a combined $4,000 in additional value at no extra charge.

Phase 2 — Ongoing Growth

Monthly Content Retainer

Once the foundation is in place, the engine runs. These packages keep the TOFU content machine producing consistently — building the familiarity and authority that makes everything else work over time.

Commitment terms. All retainer packages require a 90-day minimum to begin. Committing to a 12-month agreement unlocks the bonus inclusions described in the Kickstart section — website redesign ($2,500 value) and brand/graphic refresh ($1,500 value) included at no additional cost.

Essential
Foundation
$1,500/month
  • 3 clips/weekFully produced with hook, caption, hashtags, posted to all 6 platforms (LinkedIn, YouTube, TikTok, Facebook, Instagram, X)
  • 1 static post/weekFor variety and platform mix
  • 1 landing page per monthOr 1 website content update
  • 3 hours studio per monthSuggested: 2 Biz Dev interviews + scripted content
  • Basic analyticsMonthly performance report
Strategy included Bi-monthly 1-hour strategy & catch-up call to review performance and plan ahead.
Recommended
Growth
Momentum
$2,700/month
  • 5 clips/weekFully produced with hook, caption, hashtags, posted to all 6 platforms
  • 2 static posts/weekFor variety and platform mix
  • 2 landing pages per monthOr 2 website updates
  • 5 hours studio per month
  • Robust analyticsPlatform-level insights and content performance tracking
  • Hook & copy testingContinuous improvement based on what's performing
Strategy included Weekly 1-hour strategy call — keeps messaging sharp and content aligned with what's selling.
Scale
Authority
$3,500/month
  • 8 clips/weekFully produced with hook, caption, hashtags, posted to all 6 platforms
  • 3 static posts/weekFor variety and platform mix
  • 4 landing pages per monthOr website updates
  • 8 hours studio per month
  • Robust analyticsPlatform-level insights and content performance tracking
  • Hook & copy testingContinuous improvement based on what's performing
  • Paid ad managementMeta and/or LinkedIn campaigns built around your top-performing organic content to accelerate reach
  • Ad spend budgetRecommended starting budget of at least $300/month — billed separately, paid directly to the ad platform
Strategy included Weekly strategy call + paid campaign performance review.

Note on hooks and copy. Every clip we post will be fully written by Anthem Film — hook, caption, and hashtags included. This is not a "here's the raw clip, you figure out the post" arrangement. Consistent, well-crafted copy is what separates content that builds a brand from content that disappears.

Additional Project Work

Course Production & Website

Beyond the retainer, several key projects need to be produced to build out Cashin Sales as a full training platform. These are scoped and priced separately.

Project Description Investment
Landscaping Sales Management Course Full course production — 20 lessons averaging approximately 7 minutes each. Includes scripting guidance, filming, editing, graphics, and delivery into Kajabi. The first major course in the Cashin Sales training suite beyond OCCM.

A 20% discount is available when this course is bundled with the Strategy & Kickstart and a 12-month retainer agreement.		 $6,800
or $6,800 $5,440 bundled
Landscaping Business Development Course Full course production. Number of lessons and average length not yet specified — final scope and pricing determined once course outline is defined. [ To be quoted ]
Landscaping Account Management Course Full course production. Number of lessons and average length not yet specified — final scope and pricing determined once course outline is defined. [ To be quoted ]
Lawn Care Sales Management Course Full course production. Number of lessons and average length not yet specified — final scope and pricing determined once course outline is defined. [ To be quoted ]
Website Redesign Full redesign of cashinsales.com — modernized structure and design, migrated from Wix to a custom HTML site. Updated copy, SEO foundation, and architecture optimized to support course sales, lead capture, and long-term brand authority. Included at no additional cost when the Strategy & Kickstart and a 12-month retainer agreement are both signed. $2,500
Included*
*With Kickstart + 12-mo retainer
Brand & Graphic Refresh Logo refresh, LinkedIn post templates (video + static), email signature, course graphics (Kajabi thumbnails, module headings), lead magnet design, and updated brand standards. Handled entirely in-house by Anthem Film — no separate graphic artist needed. Included at no additional cost when the Strategy & Kickstart and a 12-month retainer agreement are both signed. $1,500
Included*
*With Kickstart + 12-mo retainer

Next Steps

How We Get Started