$11M Contract After One Video
Landing a Dream Client for McCarthy Building Companies After 26 Failed Pitches.
The Journey
With offices across the country, McCarthy Building Companies is one of the most established and respected construction firms in the U.S., known for delivering complex, large-scale projects—from major hospitals to international airports.
After 26 unsuccessful pitches to Northside Hospital, McCarthy needed a new approach. For pitch number 27, they turned to Adam, whose strategic storytelling was key to crafting their first high-impact video sales letter.
The challenge: Northside had no prior relationship with McCarthy and perceived working with a new contractor as risky. It was unclear whether McCarthy could deliver the elevated client experience Northside demanded.
Adam’s strategy was to “pre-frame” McCarthy as a trusted partner—using real footage of employees in action, family-oriented imagery, and subliminal messages of business agreements. The narrative built toward a simple but powerful message: McCarthy is personally connected and professionally committed to you.
This one-minute video succeeded where 26 others had failed. Northside awarded McCarthy an $11M contract—more than 10x the industry average—followed by additional projects, securing one of the region’s most coveted healthcare clients.
The BREAKDOWN
Approach:
Crafted a highly-targeted video for Northside’s key decision-makers—middle-aged men with traditional, family values— by portraying McCarthy as a reliable partner with a pre-existing relationship. Authentic footage of employees at work and with their newborns at Northside reinforced the core message: McCarthy is personally connected and professionally committed to you.
Results:
The 27th pitch which included a strategically designed, high-impact sales letter, enabled McCarthy Building Companies to secure an $11M contract from Northside Hospital, one of the most desirable clients in the region.
Impact:
Since then, McCarthy Building Companies has not only acquired a noteworthy client, but also, they have received millions in new revenue from additional contracts granted by Northside Hospital.
Transformation
After 26 failed attempts, a one-minute video was able to breakthrough and secure an $11M contract.
“Adam’s video broke the barrier—literally. On our 27th attempt, we included a one-minute video from Adam —and everything changed. What blew us away even more was the speed—he turned the video around fast. Since then, we’ve secured even more work from this client. It’s like his video unlocked a door we couldn’t open for years. If you're serious about cutting through the noise, work with Adam.”
— Laura G. Marketing Manager,
McCarthy Building Companies
Ready for change?