Script Reviews
33 scripts. Click any card to expand full analysis.
AI Search is Changing Everything
Script
Hook Options:
- "I oversee SEO for 500+ businesses. Half of them are about to lose traffic and don't even know it yet."
- "Google is now answering your customers' questions before they ever see your website. Let me show you."
- "The way people find businesses just fundamentally changed — and I can prove it in 30 seconds."
TALKING HEAD:
You've probably noticed Google looks different lately. Those big AI-generated answers sitting above everything? That's AI Search. It's not just Google — ChatGPT, Perplexity, Gemini — people are getting answers without ever clicking a website. This isn't coming. It's here. Right now.
SCREEN RECORDING (word-for-word):
"Let me show you what's actually happening. I'm going to search 'best CRM for small business.' See this? Google's AI Overview is pulling from these three sources and giving a full answer. The ten blue links? They're pushed way down. Most people never scroll past this. Now watch — same query in ChatGPT. It's recommending specific products with reasons. No links to click. No website visit. The traffic just... disappears. And here's Perplexity doing the same thing but citing sources inline."
TALKING HEAD:
For most informational queries, AI is answering directly — zero clicks. But this isn't the death of search. It's a reshuffle. The businesses that understand how to get cited BY the AI — they're about to eat everyone else's lunch. AI still needs sources. It still needs expertise. It still needs trust signals. The question isn't whether AI Search will affect your business. It's whether you'll be the one it recommends — or the one it ignores. The window to move on this is right now, while your competitors are still in "wait and see" mode.
Shareability: ★★★★☆ 4/5 — "Holy shit, I had no idea this was happening" — explainer share. High save-rate.
Production Notes: Outfit: Black fitted t-shirt. Music: Lo-fi electronic, subtle tension. B-roll: Screen recordings of Google AI Overview, ChatGPT, Perplexity for same query. Record fresh on shoot day.
Cannibalisation Check
Clean. Pure VFT — no CTA, no workshop mention. Educates on AI Search without attacking agencies. No cannibalisation risk with StudioHawk. Stage 1 content that builds awareness of a new reality.
SOP Alignment
Perfect VFT per SOP 14 — pure value, zero CTA, no conversion ask. Questions pillar per SOP 2 (Hammer Them): provokes "is this happening to me?" Screen recording adds proof layer per SOP 26 evidence standard. No workshop mention keeps it Stage 1.
Final Recommendation
Publish as-is. Clean VFT that educates without selling. High shareability, strong screen-recording proof. Ideal top-of-funnel content for cold audiences discovering AI Search for the first time.
I Reviewed a $5K/month SEO Agency's Work
Script
Hook Options:
- "A business owner sent me their $5K/month SEO report. I almost threw my laptop."
- "This agency charges five grand a month for SEO. Let me show you what that actually buys."
- "I've audited thousands of SEO campaigns. This one made me genuinely angry."
TALKING HEAD:
Someone DM'd me their SEO report — paying $5K a month. Asked me to take a look. I wish I hadn't.
SCREEN RECORDING (word-for-word):
"Alright, so here's the monthly report. First thing — fourteen pages. Looks impressive, right? Except page one through six is just Google Analytics screenshots. You can pull these yourself in thirty seconds. They've literally screenshotted your own data and called it a deliverable. Page seven — keyword rankings. They're tracking forty-two keywords. Thirty-six of them are branded terms. Your own business name. That's not SEO, that's Google working as intended. Page eight — 'content optimisation.' They changed three title tags. In a month. For five grand. And here's the real kicker — page twelve, 'link building.' Four links. Guest posts on sites with zero traffic. This one's a web directory from 2009. These links are worthless."
TALKING HEAD:
This isn't an edge case. I see this every single week. Pad the report, track vanity metrics, bare minimum, lock you in. Good SEO doesn't look like a fancy report. It looks like more revenue. Data, not opinions. Results, not reports.
Shareability: ★★★★★ 5/5 — Outrage + validation. "SEE, I TOLD YOU" energy. Extremely high comment rate.
Production Notes: Legal note: Report MUST be entirely fabricated. No real client data, agency names, or URLs. Music: Investigation energy, subtle bass drop on each reveal.
Cannibalisation Check
High risk. Attacks agency model broadly — "pad the report, track vanity metrics, bare minimum, lock you in." StudioHawk IS an agency. This content, as VFT (no CTA), could undermine trust in all agencies including Harry's own. Needs framing that separates "bad agencies" from "good agencies" or it poisons the well.
Fix: Add one line after the takedown: "Good SEO agencies exist — they'll show you revenue, not reports. But most won't." This creates a category distinction rather than blanket condemnation.
SOP Alignment
Strong VFT per SOP 14 — pure value, no CTA. Questions pillar per SOP 2: "Am I getting ripped off?" Screen recording evidence per SOP 26. However, the agency-attack angle overlaps with DR-02 and DR-12 — needs clear differentiation per SOP 31 (Dog Food diversity). This one works as VFT only if it stays educational, not sales-adjacent.
Final Recommendation
Publish as-is. Harry's call — the content is strong enough and the rebel energy is the point. The screen recording evidence does the work. No CTA per VFT rules.
3 Things Your Competitors Are Doing in AI Search Right Now
Script
Hook Options:
- "Your competitors are doing three things in AI Search right now that you're not. Let me show you."
- "I manage SEO for 500+ businesses. The ones pulling ahead are all doing the same three things."
- "Three things separate the businesses AI recommends from the ones it ignores."
TALKING HEAD:
I oversee SEO across five hundred businesses. The ones growing right now all figured out the same three things. And the ones losing ground? They're all making the same mistake: waiting.
SCREEN RECORDING (word-for-word):
"Number one: they're building pages that answer specific questions, not just target keywords. Watch. I search 'best plumber emergency Melbourne' in ChatGPT. See which businesses it recommends? The ones with detailed, structured content that directly answers the query. Not the ones with a generic homepage and a phone number. Number two: they're getting cited in AI Overviews. Look at this Google result. The AI Overview is pulling from three sources. These businesses didn't pay for that placement. They earned it with content that Google's AI trusts. Number three: they're using AI to build content faster than anyone thought possible. This page took twelve minutes to create using Claude. Keyword research, content, structure, published. What used to take a week now takes an afternoon with the right knowledge."
TALKING HEAD:
These aren't advanced tactics. They're fundamentals that most businesses haven't caught up to yet. The gap between businesses that move now and businesses that wait is getting wider every month. The question is which side you want to be on.
Shareability: ★★★★★ 5/5 — Listicle format is inherently shareable. "You need to see this" energy. High save rate from business owners tagging partners. Competitive anxiety drives action.
Production Notes: Screen rec prep: ChatGPT query, Google AI Overview query, Claude AI page-build timelapse. All fresh on shoot day. Music: Subtle tension build, each number gets a beat. No CTA: Pure value. Note: Original VFT-03 (Harry's origin story) has been moved to RT-10 and RT-11 where it performs better as credibility content for warm audiences.
Cannibalisation Check
Clean. Pure education. Mentions Claude AI as a tool but doesn't position it against agencies. No pricing, no workshop, no CTA. The "what used to take an agency a week" line is a statement of fact, not an attack. Safe.
SOP Alignment
Perfect VFT per SOP 14 — pure value, zero CTA. Questions pillar per SOP 2: "Am I falling behind?" Listicle format is high-save per SOP 31 creative diversity. Screen recording evidence per SOP 26. Unique Dog Food angle (competitive FOMO) not duplicated elsewhere.
Final Recommendation
Publish as-is. Strongest VFT in the set. Listicle + screen recording + competitive anxiety = highest potential shareability. Clean on cannibalisation. Perfect Stage 1 content.
Your Cost Per Lead is Up 57%
Script
Hook Options:
- "You're spending more on Google Ads every quarter and getting fewer leads."
- "I audited a business last week spending $8K/month on Google Ads. Their CPL had doubled."
- "Google Ads is a treadmill. Here's the way off."
CPL up 57% YoY. Not a blip — that's the trend.
CPCs climbing, conversions flat, margins shrinking. Most owners just keep spending.
There's a channel where CPL is effectively zero: organic search.
With AI, you can build ranking pages in hours, not months.
Hawk Academy Workshop. 2 days, in person. 30 seats. $2,500 founders pricing. Tailfeather Guarantee.
Shareability: ★★★★☆ 4/5 — 57% stat is alarming. People tag business partners.
Production Notes: CTA: Apply for a seat — link in bio. Music: Low tension/ambient, cuts out at CTA.
Cannibalisation Check
Clean. Attacks PPC dependency, not agencies. Positions organic as the alternative to paid ads. No mention of agency pricing or services. Workshop framed as skill-building, not agency replacement.
SOP Alignment
Strong DR per SOP 26 — Hook (stat) → Reasons (cost trend) → CTA (workshop). Questions pillar per SOP 2: "Is my ad spend sustainable?" Unique Dog Food angle (PPC cost data) per SOP 31. Clean CTA with Tailfeather Guarantee.
Final Recommendation
Publish as-is. Clean DR with a strong data hook. No cannibalisation risk. The 57% stat is attention-grabbing and verifiable. Good standalone performer.
Stop Paying Agencies $5K/month
Script
Hook Options:
- "Stop paying agencies $5K a month for SEO you could learn in two days."
- "Your SEO agency doesn't want you to see this video."
- "I run Australia's largest SEO agency — and I'm about to tell you why most of them aren't worth it."
120+ people. Most businesses don't need an agency. They need to understand how SEO works.
Agencies charging $5K/month: reports you don't understand, work you can't verify.
Built something different. Hawk Academy Workshop. 2 days, in person.
Walk out with pages live, strategy you understand, skills to keep going without $60K/year.
30 seats. $2,500 founders pricing. Tailfeather Guarantee.
Shareability: ★★★★★ 5/5 — Vindication. Coming from an agency owner makes it irresistible.
Production Notes: Music: None or minimal low drone. Let the words carry.
Cannibalisation Check
Critical cannibalisation. "Stop paying agencies $5K a month" is a direct attack on the agency model — including StudioHawk. "Reports you don't understand, work you can't verify" describes exactly what agency clients fear. This ad tells people agencies are a waste of money, then sells the workshop as the replacement. StudioHawk prospects seeing this will second-guess signing a retainer.
Fix: Reframe from "agencies are bad" to "most businesses aren't ready for an agency yet." Position workshop as the step BEFORE agency, not the replacement. Change "stop paying agencies" to "stop paying for something you're not ready for."
SOP Alignment
Follows DR structure per SOP 26 (Hook → Reasons → CTA). Objections pillar per SOP 2: addresses "is an agency worth it?" However, violates the principle of protecting the parent brand. The Dog Food angle (agency attack) is over-indexed — DR-04, DR-12, and DR-15 all share this angle, violating SOP 31 diversity requirements.
Final Recommendation — Full Rewrite
New title: "Stop Burning $2-3K a Month — Learn How to Get Leads Yourself"
Hooks:
- "If your business does under a million a year and you're not getting consistent leads from Google or AI Search — don't burn two to three grand a month on marketing you don't understand. Here's what you actually need."
- "I run Australia's biggest SEO agency. And I'll be the first to tell you — most small businesses are spending money they don't need to spend yet."
- "If you can't tell whether your marketing is actually bringing in leads, you're not ready to pay someone to do it for you."
Body:
I've got a team of a hundred and twenty people. We help over five hundred businesses show up on Google and in AI Search.
But here's something most people in my position would never say: if you're a small business — not getting consistent leads from Google yet, every customer coming through ads or word of mouth — you probably don't need to be spending two to three grand a month on this.
Not because agencies are bad. Because you're not ready. You don't know what good looks like yet. You can't tell a good report from a bad one. And that means you're flying blind.
What you need is to understand how people actually find businesses on Google and AI Search. Learn how to get leads without paying for every single click. Build that foundation yourself.
That's what the workshop does. Two days. In person. You walk out with your business showing up on Google and in AI Search. Pages live. Strategy you understand.
And if you ever need help scaling down the line? You'll know exactly what good looks like. Because you did it yourself first.
Thirty seats. $2,500. Tailfeather Guarantee.
Key changes: "Stop paying agencies $5K" → "Stop burning $2-3K on marketing you don't understand." Enemy is now premature spend, not agencies. ICP framed as "not getting consistent leads" not "zero organic traffic." Closes with pro-agency bridge: "you'll know what good looks like."
In 2 Days We Sit Beside You and Build
Script
Hook Options:
- "I've spent $200K on marketing courses. Most were useless. So I built the opposite."
- "You don't need another course. You need someone to sit next to you and build the damn thing."
- "What if you walked into a room on Monday with nothing — and walked out Tuesday with live SEO pages?"
Most courses: slides, theory, homework, nothing happens. We do the opposite.
Day 1: keywords, strategy, page structure. Data, not opinions.
Day 2: build pages with AI. Live before you leave.
30 people max. 6 months support. $2,500. Tailfeather Guarantee.
Shareability: ★★★☆☆ 3/5 — "Done with you" positioning is refreshing. Recommendation share.
Production Notes: B-roll: Workshop room, Harry helping attendees, CMS screen showing page being published.
Cannibalisation Check
Clean. Attacks courses, not agencies. Positions the workshop as "done with you" — fundamentally different from agency services. No pricing comparison to agency retainers. The "build pages with AI" angle naturally leads to Hawk OS workflows.
SOP Alignment
Clean DR per SOP 26 — Hook → Reasons → CTA. Expectations pillar per SOP 2: sets clear what-you-get expectations. "Day 1 / Day 2" structure per SOP 3 specificity principle. Natural Hawk OS integration point on Day 2.
Final Recommendation — Rewrite Body
Hooks are good. Keep all three. Body needs a full rewrite:
We even built a course. Made it completely free. 3,400 people have gone through it. But I get it — you're a business owner. You downloaded it, watched the first couple of modules, and then life happened. I know because I'm a business owner too.
That's exactly why we do this in two days. In person. Thirty people in a room.
Day one: we set up everything. Tracking, analytics, your accounts. Then we get you across the AI operating system we've built — Hawk OS — so you can use Claude and AI to supercharge what you're doing. You're building pages with the team before lunch.
Day two: we start building authority and credibility online. Content that gets your business cited by AI — ChatGPT, Perplexity, Google AI Overviews. It's live before you leave the room.
Then six months of support. Weekly calls. Same-day responses. You're not on your own after the two days.
Thirty seats. $2,500. Tailfeather Guarantee.
Key changes: Added the "we built a free course but most people don't finish it" bridge — relatable honesty. Day 1/Day 2 breakdown is now specific (Hawk OS setup + page building / authority + AI citations). Added 6-month support mention.
The Same AI Tools Agencies Use Cost $20/month
Script
Hook Options:
- "The same AI tools agencies charge you thousands for? They cost $20 a month."
- "I'm about to show you the exact tools a $5K/month agency uses. Total cost: $20."
- "Agencies don't want you to know this costs twenty bucks."
Agencies make SEO sound complicated. Proprietary tools. Black box reporting.
Core tools: Claude AI ($20/mo), Google Search Console (free), keyword tool ($0-30/mo). That's the stack.
The only thing missing is knowing how to use them together. That's the workshop.
2 days. In person. 30 seats. $2,500. Tailfeather Guarantee.
Shareability: ★★★★★ 5/5 — "Behind the curtain" reveal. People share with "you need to see this" energy.
Production Notes: Screen rec prep: Claude AI, Google Search Console, Ubersuggest/SEMrush. Clean browser, no bookmarks bar.
Cannibalisation Check
High risk. "Agencies make SEO sound complicated" and "proprietary tools / black box reporting" — this describes what many prospects think about StudioHawk too. The $20/month reveal implicitly says "you're being overcharged by agencies." Fix: reframe as "the tools are accessible — the expertise is what matters, and we teach you both." This preserves the Hawk OS angle while respecting the agency model.
SOP Alignment
DR structure per SOP 26. Objections pillar per SOP 2: "Is SEO too expensive/complicated?" Good Hawk OS integration point — Claude AI is part of the Hawk OS stack. However, overlaps DR-02 and DR-12 on the agency-attack Dog Food — needs differentiation per SOP 31.
Final Recommendation — Full Rewrite
Hooks:
- "The tools to get your business showing up in Google and AI Search cost under fifty bucks a month. The skill to use them? That's the part that actually matters."
- "If you're not getting consistent leads from Google yet, you don't need expensive software. You need to know how to get found without paying for every click."
- "The tools are cheap. Knowing how to turn them into leads and traffic? That's what counts. Let me show you."
Body:
If you're a small business not getting consistent leads from Google or AI Search, here's something that might surprise you: the tools cost almost nothing.
Claude AI: twenty bucks a month. Google Search Console: free. A keyword tool: zero to thirty bucks. Under fifty bucks for the full stack.
But tools don't build strategy. Tools don't pick the right keywords, write content that actually shows up, or structure pages that turn visitors into leads. That's skill. And skill is the gap between fifty bucks worth of tools and a business that gets found.
When you're scaling — hundreds of pages, multiple locations, complex technical stuff — yeah, that's when you need a team. But getting your business consistently showing up on Google and in AI Search? You can learn that in two days.
The tools: under fifty bucks a month. The two days to learn how to actually use them: $2,500. That's your total investment to start getting found.
Thirty seats. Tailfeather Guarantee.
Key changes: Removed all agency-attack framing. "Agencies overcharge" → "tools are cheap, skill is the gap." Added scaling qualifier: "when you need a team, get a team." Hawk OS integration point preserved through "full stack" framing. ICP: "not getting consistent leads" not "zero organic."
I've Been Doing SEO for 15 Years. Here's What Changed.
Script
Hook Options:
- "SEO changed more in the last 12 months than the previous 14 years combined."
- "Every SEO strategy from before 2024 is now broken."
- "I started doing SEO at 13. Built an agency to 120+ people. Everything I learned in 14 years just got rewritten in 12 months."
Timeline: keyword stuffing → content marketing → E-E-A-T/core updates → AI Search.
"SEO isn't dead. It just changed. AI Search IS SEO."
The businesses adapting now own the next decade. The ones waiting will wonder what happened.
Hawk Academy Workshop. 2 days. 30 seats. $2,500. Tailfeather Guarantee. Stop guessing. Start ranking.
Shareability: ★★★★☆ 4/5 — Timeline walkthrough is satisfying. "AI Search IS SEO" reframe gets shared.
Production Notes: Music: Subtle build. Start low, build to confident energy by CTA.
Cannibalisation Check
Clean. Historical perspective — no agency attack. "AI Search IS SEO" reframe is original and non-competitive. Positions Harry as the narrator of change, not the enemy of incumbents.
SOP Alignment
DR per SOP 26 — Hook (timeline shock) → Reasons (evolution) → CTA. Questions pillar per SOP 2: "Has SEO changed?" Unique Dog Food angle (historical evolution) per SOP 31 — no other script covers this. Strong reframe: "AI Search IS SEO."
Final Recommendation
Publish as-is. Clean, unique angle. The timeline walkthrough is satisfying content and the "AI Search IS SEO" reframe is highly shareable. No cannibalisation risk.
Watch Me Build an SEO Page in 12 Minutes with AI
Script
Hook Options:
- "Watch me build a full SEO page in 12 minutes using AI."
- "This SEO page took 12 minutes to build. It's already ranking."
- "12 minutes. One AI tool. One SEO page that actually ranks. Watch."
Full narrated screen recording: keyword research → Claude AI prompt → content generation (H1, subheadings, FAQs, CTA) → paste into CMS → format → add meta title/description/image → publish. "Twelve minutes. Zero agency fees." This is the exact workshop workflow.
Shareability: ★★★★★ 5/5 — Proof is the most powerful share trigger. "Look how easy this is."
Production Notes: Screen prep: Ubersuggest/SEMrush, Claude AI fresh chat, CMS blank page, stock image ready. Pre-run the build once to know timing.
Cannibalisation Check
Clean. Pure demonstration. "Zero agency fees" is a one-liner, not a sustained attack. The focus is on proving the AI workflow works — this is Hawk OS in action. Positions the workshop as the place to learn this, not as an agency replacement.
SOP Alignment
DR per SOP 26 — proof-first format. 2nd Layer pillar per SOP 2: deepens understanding of the AI workflow. Direct Hawk OS demonstration — this IS the workshop workflow. Unique Dog Food angle per SOP 31 (live build proof). Strongest "show, don't tell" script in the set.
Final Recommendation
Publish with one fix. Remove "Zero agency fees" — the demo speaks for itself and the jab adds risk for zero upside. Replace with:
"Twelve minutes. One page live, showing up on Google and in AI Search. That's the exact Hawk OS workflow we teach in the workshop."
Price: "Learn the full system in two days for $2,500. Link below."
This is the single most important DR script. Film it first — it validates every other claim in the campaign.
How This Tradie Went From 0 to 200 Organic Leads/month
Script
Hook Options:
- "This tradie went from zero to 200 organic leads a month. No ads. No agency."
- "200 leads a month. Zero ad spend. He started knowing nothing about SEO."
- "A tradie with no marketing experience is now getting 200 organic leads a month."
Real business. Tradie, one city, competitive market. 12 months ago: zero organic leads.
Screen recording walkthrough of Google Search Console: flat (month 1) → first bump (month 3) → doubled (month 6) → 200+ clicks/day (month 12).
Basic service-plus-city pages. No backlinks. No technical wizardry. Just well-structured pages.
The difference? They started. Hawk Academy Workshop. 2 days. $2,500. Tailfeather Guarantee.
Shareability: ★★★★★ 5/5 — Real data case studies are most shared in business communities. People tag tradie mates.
Production Notes: Screen prep: Real client GSC with 12 months growth data. Anonymise domain. Pre-scroll the data to know pause points.
Cannibalisation Check
Clean. "No agency" is descriptive, not prescriptive — it describes the case study result, not an anti-agency message. Focus is on what's possible for someone starting from zero. Workshop positioned as the starting point.
SOP Alignment
DR per SOP 26 — proof-first with real data. 2nd Layer pillar per SOP 2: deepens belief with evidence. Case study format per SOP 31 diversity. GSC walkthrough is the strongest proof format for SEO.
Final Recommendation
Publish with one hook fix. Change Hook 1 from "No ads. No agency." to:
"This tradie went from zero to 200 organic leads a month. No ads. No experience. Just learned how to show up on Google and in AI Search."
The "No agency" is an unnecessary dig. "No experience" is a stronger selling point anyway — it tells the viewer "this person started where you are."
Price: "Two days to learn how he did it. $2,500. Thirty seats."
Workshop Testimonial — Results Focused
Script
Hook Options:
- "I came in doing [X]. Two weeks later, [result]."
- "I didn't believe a two-day workshop could change my business. I was wrong."
- "Before the workshop, I was spending $[X]/month on an agency. Now I do it myself."
Interview Template:
The Before (5-10s): SEO situation, agency spend, frustration.
The Build (5-10s): What they built/learned, the "click" moment.
The After (10-15s): Specific results — traffic, rankings, leads, revenue. Push for numbers.
The Recommendation (5-10s): Who is it for? What would you tell someone on the fence?
Shareability: ★★★★☆ 4/5 — Social proof. "This person I know got real results." Attendees share their own testimonial.
Production Notes: Edit notes: Cut tight. Remove ums/filler. Jump cuts fine. Add stat overlay at peak result. 25 strong seconds > 45 average ones.
Cannibalisation Check
Clean. Testimonial format — the attendee speaks, not Harry. Hook option 3 mentions agency spend, but in context of a personal journey (before/after), not an agency attack. Safe.
SOP Alignment
Social proof per SOP 26. 2nd Layer pillar per SOP 2: external validation deepens belief. Interview template structure ensures consistency. Pair with DR-09 for full social proof coverage (results + experience).
Final Recommendation
Publish with two fixes:
1. Fix Hook 3. "Before the workshop, I was spending $X/month on an agency. Now I do it myself." → "Before the workshop, I was paying for every lead. Now I'm getting them from Google and AI Search — and I know exactly how to get more."
2. Fix interview template. "The Before: SEO situation, agency spend, frustration" → "The Before: SEO situation, what they'd tried, biggest frustration." If a testimonial naturally mentions an agency experience, keep it — that's authentic. Don't prompt for it. Prompting for "agency spend" manufactures an anti-agency narrative.
Price: "Two days. $2,500. Same result."
Workshop Testimonial — Experience Focused
Script
Hook Options:
- "I've been to a lot of marketing workshops. This was different."
- "Honestly? I almost didn't come. Best decision I made this year."
- "I expected slides and theory. I got a full strategy built in two days."
Interview Template:
First Impressions (5-10s): Expectations? Nervous, skeptical, excited?
The Room (5-10s): Energy, collaboration, other attendees.
Harry + Team (5-10s): Teaching style, accessibility, surprises.
The Vibe (5-10s): How did you feel leaving? Would you recommend it?
Shareability: ★★★★☆ 4/5 — Relatability lowers perceived risk. Pair with DR-08 for 1-2 punch.
Production Notes: Best footage often comes AFTER you say "ok, I think we got it" — keep rolling. Get 3-4 takes of closing line.
Cannibalisation Check
Clean. Experience testimonial — no agency mentions. Focuses on the workshop vibe, not competitive positioning. Safe.
SOP Alignment
Social proof per SOP 26. 2nd Layer pillar per SOP 2: emotional validation complements DR-08's logical validation. Different interview template ensures distinct content. Per SOP 31, covers the "experience" Dog Food angle separately from "results."
Final Recommendation
Publish as-is (once testimonials are captured). Pair with DR-08 — together they cover both logical (results) and emotional (experience) social proof. Both are needed per SOP 2.
The $2,500 Payback Math
Script
Hook Options:
- "Let me show you the exact math on when this workshop pays for itself."
- "$2,500 sounds like a lot until you see what three organic leads are worth."
- "I'm going to do the ROI calculation on a whiteboard right now. Watch."
[Whiteboard/screen]: "Let's do the math. Average Google Ads cost per lead in Australia right now: $70. If you're getting 50 leads a month from ads, that's $3,500 a month, $42,000 a year."
"Now. If organic replaces even ten of those leads per month, that's $700 a month you stop paying Google. In four months, the workshop has paid for itself. In twelve months, you've saved $8,400. And those pages keep working. They don't stop when you stop paying."
"But here's the real number. If one organic lead turns into a customer worth $5,000 to your business, the workshop paid for itself twice over from a single lead."
"$2,500 once. Or $42,000 a year. That's not a sales pitch. That's arithmetic."
CTA: 30 seats. Founders pricing. Tailfeather Guarantee. Apply below.
Shareability: ★★★★★ 5/5 — Concrete ROI math is the most shared ad type in B2B. People tag business partners with "we need to do this." The whiteboard format feels unscripted and trustworthy.
Production Notes: Whiteboard prep: Pre-draw the calculation framework, fill in live on camera. Or use iPad/screen recording with handwriting app. Key moment: The "one customer worth $5,000" reframe. Let that land. Note: Replaces old DR-10 which duplicated DR-01's 57% CPC stat angle.
Cannibalisation Check
Clean. Compares workshop cost to ad spend, not agency spend. The math is workshop vs. Google Ads, not workshop vs. agency. No cannibalisation risk. The "$42,000 a year" refers to ad costs, not retainers.
SOP Alignment
DR per SOP 26 — Hook (math promise) → Reasons (ROI calculation) → CTA. Objections pillar per SOP 2: "Is $2,500 worth it?" Whiteboard format per SOP 31 creative diversity. Unique Dog Food angle (ROI math) not duplicated elsewhere.
Final Recommendation
Publish as-is. Strongest objection-handler in the set. Concrete math is more persuasive than claims. The whiteboard format adds authenticity. No cannibalisation risk.
"AI Overviews Crushed Paid CTR by 68%"
Script
Hook Options:
- "AI Overviews just crushed paid ad CTR by 68%. If you're 'waiting and seeing,' you're already behind."
- "Google's AI answers are eating your ads alive. Here's the data."
- "That Google Ad you're paying for? 68% fewer people are clicking it now."
Show old vs new Google SERP. AI Overview pushes ads below fold.
Paid CTR -68%. Organic CTR also down — unless you're the cited source. Then MORE visibility.
"This isn't coming. It's here." Businesses that learn AI Search will dominate.
2-day workshop. $2,500. 30 seats. Full refund + $500 travel guarantee.
Shareability: ★★★★★ 5/5 — Fear + novelty. SERP comparison is visually shocking. People share to look informed.
Production Notes: Key moment: Green highlight on cited source inside AI Overview box is the "aha." Give it room.
Cannibalisation Check
Clean. Attacks paid ads (Google Ads), not agencies. The "cited source" angle actually supports agencies who do organic well. No cannibalisation risk.
SOP Alignment
DR per SOP 26 — data-led hook. Questions pillar per SOP 2: "Is my ad strategy still working?" Complements DR-01 (57% CPC) with a different data angle (68% CTR). Per SOP 31, sufficiently distinct despite both being paid-ads-focused.
Final Recommendation
Publish as-is. Strong data hook. Visually compelling SERP comparison. Clean on cannibalisation. Pairs well with DR-01 for different data angles on the same problem.
$2,500 Workshop vs $60,000/Year Agency
Script
Hook Options:
- "$2,500 once — or $60,000 a year. Let me show you what you get from each."
- "The average SEO agency retainer is $5,000/month. That's $60K/year for work you could learn yourself."
- "I run one of the biggest SEO agencies in Australia. And I'm about to tell you why you might not need one."
Agency: $60K/year, 12-month lock-in, you own nothing, you're dependent.
Workshop: $2.5K once, 2 days, full strategy, 6 months support, you keep everything forever. Independent.
Objection handling: some businesses genuinely need an agency. Enterprise, thousands of pages. But founders, small teams, marketing managers? You need two days.
30 seats. Tailfeather Guarantee. Apply — link in bio.
Shareability: ★★★★★ 5/5 — The math is undeniable. "We should do this instead" share.
Production Notes: Split screen: LEFT = Agency (red tint), RIGHT = Workshop (green tint). Line items populate one at a time.
Cannibalisation Check
Critical cannibalisation. Direct side-by-side comparison of workshop vs agency — with the agency losing on every metric. "12-month lock-in, you own nothing, you're dependent" — this is how people will describe StudioHawk after seeing this ad. The "some businesses genuinely need an agency" caveat is too weak to offset the damage. Every line item makes the agency look like a bad deal.
Fix: Either remove the direct comparison format entirely, or reframe as "workshop is the first step, agency is the next step for businesses that outgrow DIY." The comparison should make both options look good for different stages, not make agencies look bad.
SOP Alignment
DR structure per SOP 26. Objections pillar per SOP 2: "Is the workshop better than an agency?" However, this is the third agency-attack script (with DR-02 and DR-04), violating SOP 31 diversity. The split-screen format is unique per SOP 31, but the Dog Food angle is redundant.
Final Recommendation — Rewrite
Keep the comparison format. Fix the framing: "you don't need an agency yet" not "agencies are bad."
Hooks:
- "$2,500 once — or $60,000 a year. Let me show you what you get from each." (keep)
- "The average agency retainer is five grand a month. But here's the thing — most small businesses don't need an agency yet."
- "I run one of the biggest SEO agencies in Australia. And I'm about to tell you why you probably don't need one yet."
Body:
If you're not getting consistent leads from Google or AI Search right now, you don't need an agency yet. You need to understand how it works first.
Workshop: $2,500 once. Two days. Full strategy built on your business. Hawk OS — the same AI system our agency uses. Six months of support. You keep everything forever.
Agency: makes sense once you've got the foundation. Hundreds of pages, multiple locations, scaling hard. That's when you need a team behind you.
But if you're at the start — not enough leads coming in from Google, not showing up in AI Search — two days is the right first move. Learn what good looks like. Then decide what you need next.
Thirty seats. $2,500. Tailfeather Guarantee. Stop guessing. Start showing up.
Key changes: Killed the split-screen "agency vs workshop" comparison entirely. Enemy is now "spending before you're ready" not "agencies." ICP: "not getting consistent leads" not "zero organic." Pro-agency bridge preserved. Updated catchphrase: "Stop guessing. Start showing up."
What Happens After the Workshop (6 Months of Support)
Script
Hook Options:
- "Most workshops end when you walk out the door. This one doesn't."
- "The two days are the kickstart. The six months after are where it actually compounds."
- "Everyone asks what happens in the workshop. Nobody asks what happens after. That's the part that matters most."
"Here's what most people don't ask about: what happens after you leave the room."
"Day two ends. You've got pages live. Strategy mapped. AI workflow built. But SEO doesn't deliver results in 48 hours. It compounds over weeks and months. So what happens when you hit a wall at week three? Or Google changes something at month two?"
[Screen recording]: "This is the community. Weekly advisory calls with me and my team. You post a question, same-day response. Algorithm update? We break it down live. Page isn't ranking? We audit it together. You're not figuring this out alone."
"Six months. Not a drip-feed course you'll forget about. Actual humans answering actual questions about your actual business."
"That's the difference between a workshop and a course. A course sells you content. The workshop gives you support."
CTA: 30 seats. $2,500. Founders pricing. Tailfeather Guarantee.
Shareability: ★★★★☆ 4/5 — Addresses the #1 unspoken objection: "What if I can't keep going on my own?" Shared to partners/spouses as justification. Recommendation share to people who've been burned by courses.
Production Notes: Screen rec: Show community platform (Slack/Circle), real advisory call in progress (or mockup), response to a real question. Tone: Reassuring, not salesy. This ad exists to lower perceived risk. Note: Replaces old DR-13 which was the third agency-roast angle (redundant with DR-02 and DR-12).
Cannibalisation Check
Clean. Compares workshop to courses, not agencies. "A course sells you content. The workshop gives you support." No agency attack. The 6-month support model is a unique differentiator that doesn't undermine any other offering. AI workflow reference naturally connects to Hawk OS.
SOP Alignment
DR per SOP 26 — Hook (post-workshop question) → Reasons (support structure) → CTA. Expectations pillar per SOP 2: sets clear post-workshop expectations. Unique Dog Food angle (ongoing support) per SOP 31. Hawk OS integration via "AI workflow built" reference.
Final Recommendation
Publish as-is. Addresses the #1 unspoken objection. Clean on cannibalisation. The "course vs workshop" framing is safe and effective. Strong pairing with DR-03 (what happens during) for a complete expectations picture.
"I'm Educating 100K People on AI Search for Free"
Script
Hook Options:
- "I'm trying to stop 100,000 businesses from getting ripped off by SEO agencies."
- "3,400 people have joined. 96,600 to go. And I'm not charging a cent."
- "An agency charges $60K/year for knowledge I'm giving away for free."
Mission: educate 100K on AI Search. For free. Because 99% of businesses have no idea what to do.
Hawk Academy: free course, 3,400 members. 3.4% of the way there.
Workshop exists for people who want more: build strategy for their business, in a room, with 6 months support.
Hawk Academy = free forever. Workshop = go deeper. One doesn't replace the other.
Dual CTA: free course at hawkacademy.co OR apply for workshop.
Shareability: ★★★★★ 5/5 — Mission-driven = most shared format. Progress bar creates "help him get there" effect.
Production Notes: Progress bar: Update 3,400 to latest number before filming. Dual CTA end card for both free course + workshop.
Cannibalisation Check
Medium risk. Hook option 1 ("stop 100,000 businesses from getting ripped off by SEO agencies") and hook option 3 ("$60K/year for knowledge I'm giving away for free") both attack agencies. The body content is clean, but the hooks need fixing. Use hook 2 as the primary — it's mission-focused without the agency attack.
SOP Alignment
DR with dual CTA per SOP 26. 2nd Layer pillar per SOP 2: mission-driven content deepens trust. Progress bar mechanic per SOP 31 creative diversity. Dual CTA (free course + workshop) is appropriate per SOP 14 — different entry points for different readiness levels.
Final Recommendation
Fix hooks 1 and 3. Body is clean — keep it.
Hooks:
- "I want to help 100,000 small businesses understand how to show up on Google and in AI Search before they get left behind." (rewritten — mission-focused, no agency attack)
- "3,400 people have joined. 96,600 to go. And I'm not charging a cent." (keep — strongest hook)
- "This stuff used to cost thousands to learn. I'm giving it away for free — because small businesses shouldn't have to guess." (rewritten — removes $60K agency comparison)
Price: "Hawk Academy is free forever. The workshop — two days in person, hands-on, with my team — is $2,500. That's where you go deeper."
"Nobody Should Get Ripped Off Ever Again" (Manifesto)
Script
Hook Options:
- "I started doing SEO when I was 13 because I had nothing else."
- "Nobody should get ripped off by an SEO agency ever again. That's why I get up in the morning."
- "I was 17, sleeping rough, with a laptop and one skill. Here's why I'm giving the playbook away."
Origin: SEO at 13. On my own at 17. Laptop and one skill.
The scar: saw businesses getting ripped off then, see it now. Copy-paste. Lock-in. People who don't know enough to question it.
StudioHawk: biggest dedicated SEO agency in AU. No lock-in contracts. Ever. Because I remember what that felt like.
The bigger problem: running the best agency doesn't fix the industry. AI Search making confusion worse.
Hawk Academy: free. 3,400 members. Goal: 100K. Knowledge is the only real protection.
Workshop: for those who want to go all in. 2 days. $2,500. Everything we know, transferred.
"No lock-ins. No BS. Just results. Nobody makes it alone."
Shareability: ★★★★★ 5/5 — Origin stories are the most powerful share trigger. Vulnerability is the hook. Emotional anchor of the entire campaign.
Production Notes: Film this one last in the session, when Harry is most natural. Single key light. Let Harry breathe. This should make you FEEL something.
Cannibalisation Check
Medium risk. "Copy-paste. Lock-in. People who don't know enough to question it" — describes the bad agency experience, but the "StudioHawk: no lock-in contracts" line partially offsets it by positioning StudioHawk as the exception. Still, the overall framing of "agencies rip people off" is dangerous for an agency owner. The emotional weight of the manifesto makes this more impactful (and more risky) than a standard agency-attack script.
Fix: Keep the manifesto energy but shift from "agencies rip people off" to "too many businesses don't understand what good SEO looks like — and bad actors exploit that." This maintains the emotional weight without condemning the entire industry.
SOP Alignment
Manifesto format per SOP 31 creative diversity. 2nd Layer pillar per SOP 2: emotional credibility deepens parasocial trust. Origin story + mission is the emotional anchor of the campaign. However, overlaps DR-02 and DR-12 on the agency-attack Dog Food — needs the reframe to stand alone per SOP 31.
Final Recommendation
Publish as-is. Harry's call. The manifesto energy is the point. This is the emotional anchor of the entire campaign — film it last, single key light, let it breathe. The rebel framing works here because the origin story earns it.
Six Months of Learning in Two Days
Script
Hook Options:
- "You could watch YouTube for six months. Or you could sit next to someone who's done it for fifteen years."
- "I calculated how long it takes to learn SEO from scratch on your own. The answer was depressing."
- "Every week you spend learning SEO solo is a week your competitors are already ranking."
Here's the maths. Average business owner learning SEO from YouTube — six months before they build anything useful. And that's generous.
Fifteen years of doing this. Team of a hundred and twenty. Five hundred clients. We've already figured out what matters and what doesn't.
The workshop compresses that into two days. Not because we skip things — because we've done this five hundred times and we know the exact path.
Day one: strategy, keywords, structure. Day two: build with Hawk OS — our AI workflow system — publish live pages.
You don't learn theory. You build real things with the people who've done it five hundred times.
30 seats. $2,500. Tailfeather Guarantee.
Shareability: ★★★★☆ 4/5 — Time-value math resonates with busy founders. "Six months vs two days" is a shareable contrast.
Production Notes: Whiteboard or split-screen visual showing 6-month YouTube timeline vs 2-day workshop timeline. Music: Build energy, confident finish.
Cannibalisation Check
Clean. Pure time-value proposition. No agency attack. No pricing comparison to services. Positions the workshop as time compression, not a replacement for anything.
SOP Alignment
Strong Hook→Reasons→CTA per SOP 26. Objections pillar (addresses "I don't have time" per SOP 2). Unique Dog Food angle per SOP 31 — no other script covers time compression as the primary selling point. Naturally integrates Hawk OS without forcing it.
Final Recommendation
Publish as-is. Strong standalone angle that fills a genuine gap in the creative mix. The "six months vs two days" contrast is immediately shareable and addresses the #3 objection ("I don't have time"). Hawk OS reference in day-two section is natural, not forced.
Price: "Two days. $2,500. What YouTube would take you six months to figure out — if you figured it out at all."
These AI Workflows Were Built Across 500+ Clients
Script
Hook Options:
- “Everyone’s got ChatGPT prompts. Nobody’s got systems tested across five hundred businesses.”
- “The difference between a prompt and a workflow is about five hundred clients and three engineers.”
- “I’m about to show you an AI system that took three engineers and five hundred clients to build. And you can use it in two days.”
Everyone’s teaching AI for SEO right now. Prompts they found on Twitter. Templates they copied from a webinar. Here’s the thing — a prompt is not a system.
Hawk OS is what three of my people work on full-time — building AI implementation off what a hundred and twenty SEO specialists are doing every day across five hundred clients. Tested and refined at scale. Not theory.
It’s not one prompt. It’s multi-step workflows with quality gates. MCP connections that pull live data from Search Console. Content pipelines that research, draft, optimise, and verify — before anything goes live.
The stuff that used to take an SEO specialist a full week? Hawk OS does it in an afternoon. And my team is right there making sure you run it correctly.
That’s what you get in two days. Not a ChatGPT tutorial. The actual operating system from Australia’s largest SEO agency.
30 seats. $2,500. Tailfeather Guarantee.
Cannibalisation Check
Clean. Pro-agency positioning — validates StudioHawk’s investment in AI infrastructure. The “prompt vs system” contrast targets generic AI gurus, not agencies. No anti-agency language. Hawk OS is positioned as “a version of the same AI system our agency runs on” — this reinforces agency credibility rather than undermining it.
SOP Alignment
Unique Dog Food angle per SOP 31 — no other script covers proprietary AI systems as the primary selling point. Strong Hook→Reasons→CTA per SOP 26. 2nd Layer pillar per SOP 2 (Hammer Them): reveals the “how” without giving away the “what.” Expert archetype with genuine differentiation. Duration 45–60s fits DR format.
Final Recommendation
Publish as-is. This is the campaign’s strongest unreleased angle. The “prompt vs system” reframe is immediately shareable. “Proprietary AI system” is a genuine differentiator that no competitor can replicate. Pro-agency positioning throughout. High priority for production.
Price: “30 seats. $2,500. Tailfeather Guarantee.”
"Will This Work for My Industry?"
Script
Hook Options:
- "Every second application asks the same question. Let me answer it once."
- "Plumbers. Lawyers. E-com. SaaS. We've done all of them. What changes? Almost nothing."
- "If your customers use Google to find what you sell — the answer is yes."
Google doesn't care about your industry. It cares about relevance, trust, and content.
Fundamentals are universal. What changes is the playbook: keywords, content angles, competitive landscape.
That's exactly what we build in the workshop. YOUR playbook, YOUR industry, in the room.
Application process exists for a reason. "If you're here, it's because we know this will work for you."
"That's literally why we let you in."
Shareability: ★★★☆☆ 3/5 — Validation. "See, told you it works for us too."
Production Notes: CTA: None (reinforces decision). Music: None or minimal lo-fi.
Cannibalisation Check
Clean. FAQ format — no agency comparison, no pricing attack. Pure objection handling for warm prospects. The application process framing reinforces exclusivity without undermining any other offering.
SOP Alignment
RT per SOP 2 (Hammer Them) — retargeting content for warm audiences. Objections pillar: "Will this work for me?" FAQ format per SOP 31 diversity. No CTA is correct for RT — reinforces decision, doesn't re-sell.
Final Recommendation
Publish as-is. Clean FAQ that handles the most common objection. No CTA is the right call for RT content. The "that's literally why we let you in" closer is strong.
"What If I'm Not Tech Savvy?"
Script
Hook Options:
- "If you can type something into Google, you can do what we teach."
- "I've had people who didn't know what a CMS was. They left with a full SEO strategy live."
- "You don't need to be tech savvy. You need to be willing to follow instructions."
Built for business owners, not marketers or developers.
No jargon. Plain English. 30 people max — we walk around and point at your screen.
AI changed the game: tools that used to require a developer now take three clicks and a prompt.
"If you can use Google, you can do this." Designed so the least technical person gets the same result.
"Don't stress about the tech. That's our job. Your job is just to show up."
Shareability: ★★★★☆ 4/5 — Relief and relatability. Forwarded to non-technical founders: "see, this is for us."
Production Notes: CTA: None (reinforces decision). Posture: Slightly more relaxed/casual than other content.
Cannibalisation Check
Clean. No agency comparison. Attacks jargon-heavy gurus, not agencies. The "AI changed the game" angle supports the workshop value prop without undermining professional services.
SOP Alignment
RT per SOP 2 (Hammer Them). Objections pillar: "Am I technical enough?" FAQ format per SOP 31 diversity. No CTA — correct for RT. The "your job is just to show up" closer is warm and reassuring.
Final Recommendation
Publish as-is. Handles the #2 objection (tech intimidation) perfectly. Clean on cannibalisation. Pair with RT-01 for a strong FAQ sequence.
Behind the Scenes — Workshop Setup
Script
Hook Options:
- "This is what it looks like the day before 30 business owners change how they think about marketing."
- "Setting up for the next workshop and it still hits different every time."
- "Every desk. Every screen. Every seat. All set up for one thing."
Script (word-for-word VO):
"This is what it looks like the night before a Hawk Academy workshop. Every desk has a screen, a power board, and a playbook printed and ready to go. Thirty seats. That's it. We keep it small on purpose. Every single person in this room is going to build something. They're going to walk out with pages live, strategies mapped, and a plan they actually understand. I've been doing SEO for fifteen years. I've spoken on stages in front of thousands. But honestly? This is the thing I look forward to most. Thirty people. Two days. Real work. That's the whole point."
Shareability: ★★★★☆ 4/5 — Excitement and exclusivity. FOMO for people who haven't applied.
Production Notes: Location: Actual venue night before. Real prep, not staged. Music: Ambient, slightly cinematic. "Something's about to happen."
Cannibalisation Check
Clean. Pure behind-the-scenes content. No competitive positioning at all. Builds anticipation and FOMO through exclusivity. Safe.
SOP Alignment
RT per SOP 2 (Hammer Them). Expectations pillar: shows what the workshop physically looks like. BTS format per SOP 31 diversity. Warm VO tone is correct for RT — reassuring, not selling.
Final Recommendation
Publish as-is. Clean BTS content that builds FOMO without selling. The "thirty people, two days, real work" closer reinforces the core proposition. Film at actual venue for authenticity.
"How Quickly Will I See Results?"
Script
Hook Options:
- "I'm going to give you an honest answer about SEO timelines."
- "If someone tells you SEO works overnight, they're lying or selling something dodgy."
- "Here's the real timeline for SEO results — and why it's a good thing."
Pages indexed within days. Impressions in 1-2 months. Meaningful traffic + leads: 3-6 month window. That's normal.
"Anyone promising page-one in two weeks is full of it."
SEO compounds. Month 6 looks nothing like month 1.
Workshop difference: not guessing. Strategy + playbook + 6 months support tracking leading indicators.
"It's not instant. But it's an asset. And assets compound."
Shareability: ★★★☆☆ 3/5 — Credibility through honesty. Sent to skeptical co-founders.
Production Notes: CTA: None (sets expectations). Music: None — let the honesty land without production.
Cannibalisation Check
Clean. Attacks overnight SEO promises, not agencies. The "anyone promising page-one in two weeks" line targets scammers, not legitimate agencies. Honest timeline-setting builds trust. Safe.
SOP Alignment
RT per SOP 2 (Hammer Them). Objections pillar: "Will this take too long?" Honesty format per SOP 31 diversity. No CTA — correct for RT. The compounding metaphor is the key reframe.
Final Recommendation
Publish with addition. The honesty is strong. Add the 6-month support angle — it's the natural answer to "what if results take time?"
Add after "It's not instant. But it's an asset.":
"And that's exactly why we built the workshop with six months of support after. Weekly calls, same-day responses, real humans checking your work. Because showing up on Google takes time — and we're not going to leave you guessing during the months that matter most."
Price: "$2,500. Results in sixty to ninety days for most. Some see movement in weeks. And we're with you the whole time."
Shiels Jewellers Case Study Highlight
Script
Hook Options:
- "874% increase in organic sessions. Let me show you what we actually did."
- "Real data from a real client. Not a screenshot from 2019."
- "I'm going to show you the exact strategy behind 874% traffic growth — it's the same one you'll build in the workshop."
Shiels Jewellers — biggest jewellery retailers. Organic traffic had flatlined.
Screen recording GA walkthrough: flat start → 874% organic session growth over 12 months.
Three things: (1) Technical SEO — crawl fixes. (2) Content strategy — high-intent keyword pages. (3) AI-assisted scaling.
"Not just traffic — revenue. Organic became their number one channel."
Same methodology you'll learn and apply in the workshop.
Shareability: ★★★★☆ 4/5 — Evidence-based. Sent to skeptical partners as validation.
Production Notes: Screen rec: Shiels GA data (with permission). Use mouse deliberately — point at data, circle key numbers. Zoom on growth curve.
Cannibalisation Check
Clean. Enterprise case study that validates agency AND workshop methodology. "Same methodology you'll learn" positions the workshop as learning what the agency does, not replacing it. Actually reinforces StudioHawk's credibility.
SOP Alignment
RT per SOP 2 (Hammer Them). 2nd Layer pillar: enterprise proof deepens credibility. Case study format per SOP 31 diversity. Screen recording of real data per SOP 26 evidence standard. The Shiels name adds brand credibility.
Final Recommendation
Publish as-is. Enterprise case study that validates both the agency and the workshop methodology. Clean on cannibalisation — actually reinforces StudioHawk. The 874% number is a powerful hook. Confirm client permission for paid use.
Harry on Stage — International Keynote Reel
Script
Hook Options:
- "I've spoken on stages in front of thousands of people across three countries. But this room of thirty is the one that matters most."
- "Conferences. Keynotes. Panels. I've done them all. Here's what none of them actually give you."
- "They fly me around the world to talk about SEO on stage. But talking isn't what changes businesses."
Script (Word-for-Word VO):
"I've spoken at conferences in Melbourne, Sydney, London, New York. Thousands of people in the audience. Standing ovations. Great slides. And you know what happens after every single one? People come up and say 'That was amazing.' Then they go home and do nothing. Because a keynote gives you inspiration. It doesn't give you implementation. That's why the workshop exists. Thirty people. Two days. Laptops open. We don't talk about SEO. We do SEO. You leave with pages live, not just notes in your phone you'll never look at again. That's the difference between a stage and a room."
Shareability: ★★★★☆ 4/5 — Authority + humility. Stage footage is inherently impressive. The pivot to "but this matters more" is disarming.
Production Notes: B-roll required: Montage of Harry on stage at conferences, audience shots, applause, backstage. Cut fast (1-2 sec per clip). Contrast with intimate workshop footage at the end. Music: Cinematic build, drops to quiet at the pivot.
Cannibalisation Check
Clean. Authority content — no competitive positioning. The stage-vs-room contrast elevates the workshop without attacking anything. Builds personal credibility. Safe.
SOP Alignment
RT per SOP 2 (Hammer Them). 2nd Layer pillar: authority footage deepens credibility. Montage format per SOP 31 diversity. The "inspiration vs implementation" reframe is the key insight — positions the workshop uniquely.
Final Recommendation
Publish as-is. Strong authority content. The stage footage is impressive and the pivot to "implementation > inspiration" is a smart reframe. Clean on cannibalisation. Requires existing footage — compile from past events.
Harry on TV — Media Authority Reel
Script
Hook Options:
- "When TV networks need someone to explain AI and search, they call me."
- "I've been on national TV explaining what's coming in search. Now I'm explaining it to thirty business owners at a time."
- "Media calls me when Google changes something. Here's what I'm telling them right now."
[TV clip montage]: 3-4 quick cuts of Harry on TV segments, news panels, interviews. Each 2-3 seconds. Let the logos and set design do the credibility work.
[Talking head]: "Every time Google rolls out something new, my phone rings. Journalists, TV producers, panels. They want someone to translate what's happening into plain English."
"That's exactly what the workshop is. Two days of me translating fifteen years of this into a strategy that works for your business. Except instead of a three-minute segment, you get two full days. And instead of watching, you're building."
"Thirty seats. Apply below."
Shareability: ★★★★☆ 4/5 — TV logos are instant credibility. "Oh, he's legit" share. Lowers perceived risk for fence-sitters.
Production Notes: TV clips required: Compile all available TV/media appearances. Even 2-second cuts work. Overlay network logos. Legal: Check broadcast usage rights for paid promotion. Music: News-style intro, transitions to warm ambient.
Cannibalisation Check
Clean. Pure authority content. TV appearances validate Harry's expertise without attacking anyone. The "translate into plain English" framing positions the workshop as accessible, not competitive. Safe.
SOP Alignment
RT per SOP 2 (Hammer Them). 2nd Layer pillar: media credibility deepens trust. TV montage format per SOP 31 diversity. The "three-minute segment vs two full days" comparison is effective. Check broadcast rights before paid use.
Final Recommendation
Publish as-is (pending rights clearance). TV logos are instant credibility. Clean on cannibalisation. Requires compilation of existing TV appearances. Check broadcast usage rights for paid social promotion.
42 Awards — The Trophy Case
Script
Hook Options:
- "Forty-two industry awards. Seven times Best Large SEO Agency. Judged by fifty independent judges. And I still think the best proof is your Google Search Console."
- "I don't usually talk about awards. But if you're deciding whether to trust me with two days of your time, here's the short version."
- "Forbes 30 Under 30. Australian Award for Marketing Innovation. Forty-two industry awards across three countries. Here's why none of that matters as much as what happens in the room."
[Quick montage]: Award ceremony footage, trophies, Forbes feature, team celebration. Fast cuts, 1-2 seconds each.
[Talking head]: "I'll be honest. I don't love talking about awards. Because awards are about what we did. The workshop is about what you're going to do."
"But if you're on the fence, if you're wondering whether the person running this actually knows what they're doing, here's the resume. Forty-two awards. Seven times Best Large SEO Agency, judged by fifty independent reviewers. Forbes 30 Under 30. Five hundred clients. Officeworks, QuickBooks, Bondi Sands."
"That's the experience behind the two days. You don't need to be impressed by it. You need to benefit from it."
Shareability: ★★★★☆ 4/5 — Humble brag done right. The "I don't love talking about awards" frame makes the flex digestible.
Production Notes: B-roll required: Award ceremonies, trophies in office, Forbes feature screenshot, brand client logos (get permission). Tone: Matter-of-fact, not boastful. Anti-guru energy.
Cannibalisation Check
Clean. Pure credibility content. Awards validate StudioHawk AND the workshop. "Five hundred clients" reinforces agency legitimacy. No competitive positioning. Actually beneficial for both brands.
SOP Alignment
RT per SOP 2 (Hammer Them). 2nd Layer pillar: award credibility deepens trust for warm audiences. Montage format per SOP 31 diversity. The humble frame ("I don't love talking about awards") is correct anti-guru positioning.
Final Recommendation
Publish as-is. Credibility content that helps both StudioHawk and the workshop. The humble framing is crucial — without it, this feels like bragging. With it, it's reassuring. Clean on cannibalisation.
Officeworks, QuickBooks, Bondi Sands — Brand Client Proof
Script
Hook Options:
- "We do SEO for Officeworks, QuickBooks, and Bondi Sands. And I'm about to teach you the same fundamentals."
- "The same SEO strategy that works for a $500M brand works for a local tradie. Let me explain."
- "Billion-dollar companies pay us for the same thing I'm teaching in a two-day workshop."
"Our client list includes some of Australia's biggest brands. Officeworks. QuickBooks. Bondi Sands. Hundreds more."
"And you know what the core of every single strategy is? The same thing. Understand what people search for. Build content that answers it better than anyone else. Make sure Google can find it."
"The difference between a $500M brand and a local business isn't the strategy. It's scale. The fundamentals are identical."
"The workshop teaches you those fundamentals. The same ones we use on million-dollar accounts. Applied to your business, with AI doing the heavy lifting."
"That's why we cap it at thirty. Because this isn't a lecture. It's a build."
Shareability: ★★★★☆ 4/5 — Brand names = instant trust. "Same strategy as Officeworks" is a powerful reframe for small business owners.
Production Notes: Screen rec: Quick walkthrough of brand client results (anonymised metrics if needed). Show recognisable brand websites. Legal: Confirm permission to name clients in paid ads.
Cannibalisation Check
Medium risk. "Billion-dollar companies pay us for the same thing I'm teaching in a two-day workshop" (hook 3) could imply that enterprise clients are overpaying for agency services. The body content is fine, but hook 3 needs replacing. Use hooks 1 or 2 as primary.
SOP Alignment
RT per SOP 2 (Hammer Them). 2nd Layer pillar: brand-name proof deepens credibility. Unique Dog Food angle per SOP 31: "same fundamentals at every scale." Legal: confirm client naming rights for paid ads.
Final Recommendation
Fix hook 3, then publish. Drop "billion-dollar companies pay us for the same thing" — it implies enterprise clients are overpaying. Hooks 1 and 2 are clean and effective. Body content is strong. Easy fix.
Forbes 30 Under 30 — The Origin Moment
Script
Hook Options:
- "I was sleeping rough at 17. Eight years later, Forbes put me on a list."
- "Forbes 30 Under 30 sounds impressive until you know what came before it."
- "The gap between homeless at 17 and Forbes 30 Under 30 was one skill."
Script (Word-for-Word):
"When I was seventeen, I was sleeping under a bridge in Melbourne. I had a laptop and one skill. SEO. I taught myself from the age of thirteen. Cold-called businesses from the Wi-Fi at Maccas. Four said yes. That turned into StudioHawk. Australia's largest dedicated SEO agency. A hundred and twenty people. Three countries. And eventually, Forbes 30 Under 30. I'm not telling you this to impress you. I'm telling you because the thing that changed everything for me is the same thing I'm teaching in the workshop. How to get found online. How to build something that generates leads without paying for every click. The skill that got me off the street is the skill I'm handing you in two days."
Shareability: ★★★★★ 5/5 — Condensed origin story with Forbes as the credibility peak. Emotional + aspirational. Very high DM share rate.
Production Notes: This is the RT-optimised version of VFT-03. Shorter, punchier, ends on the workshop tie-in instead of "nobody makes it alone." Delivery: Understated. Not motivational speaker energy. Like telling a mate. Music: Piano-led ambient, sparse.
Cannibalisation Check
Clean. Origin story with no competitive positioning. StudioHawk mentioned as a positive achievement, not as something to replace. The workshop is positioned as teaching the same skill that built the agency. Reinforces both brands. Safe.
SOP Alignment
RT per SOP 2 (Hammer Them). 2nd Layer pillar: emotional credibility. Origin story format per SOP 31 diversity. This is the RT-optimised version of the origin content, correctly placed for warm audiences. Builds parasocial trust, not expertise trust.
Final Recommendation
Publish as-is. The most emotionally resonant credibility script. Clean on cannibalisation — actually reinforces StudioHawk. Delivery must be understated, not motivational-speaker. This is the "oh, this guy is real" moment.
"I Bought My Mum Her First Home" — The Moment
Script
Hook Options:
- "On June 25th, 2021, I bought my mum her first home."
- "Forty-two awards. Forbes. A hundred and twenty employees. None of it compares to this."
- "There's only one achievement that actually matters to me."
Script (Word-for-Word):
"I built a company from nothing. Literally nothing. Sleeping rough. A laptop. One skill. And over fifteen years that turned into Australia's largest dedicated SEO agency. Awards. Forbes. The whole thing. But on the 25th of June, 2021, I did the only thing that ever actually mattered."
[pause, swallows]
"I bought my mum her first home. For the first time in her life, she was safe."
[hold -- 2-3 seconds of silence]
"That's why I do what I do. That's why the workshop exists. Because I know what it's like to have nothing. And I know what one skill can change."
Shareability: ★★★★★ 5/5 — The single most emotionally resonant moment from VFT-03, isolated. This is the ad people screenshot and DM to friends. Highest emotional impact per second of any script in the campaign.
Production Notes: This is the emotional peak of VFT-03, extracted as a standalone. Per Hammer Them (SOP 2): emotional credibility hits different from logical credibility. This ad builds parasocial trust, not expertise trust. Both are needed. Delivery: Real emotion. Let the pauses breathe. Do NOT rush past the mum moment. Music: None, or single piano note. Silence is the production value here.
Cannibalisation Check
Clean. Pure emotional content. No competitive positioning, no pricing, no agency mention. The workshop reference is a natural conclusion, not a sales pitch. Safe.
SOP Alignment
RT per SOP 2 (Hammer Them). 2nd Layer pillar: emotional anchor. Extracted from VFT-03 as a standalone — correct per SOP 31 (most emotionally impactful moment deserves its own piece). Parasocial trust builder. Film once, use forever.
Final Recommendation
Publish as-is. The most emotionally powerful 30 seconds in the entire campaign. Do not edit, do not rush, do not add music. Let the silence do the work. This is the script that makes people feel something — and feelings convert.
120 People, 3 Countries — The Team Behind It
Script
Hook Options:
- "Behind the workshop is a team of a hundred and twenty people who do this every single day."
- "This isn't one person's opinion. It's the playbook from Australia's largest SEO agency."
- "A hundred and twenty SEO specialists across three countries. Their playbook is the workshop."
Script (Word-for-Word VO):
"StudioHawk isn't a personal brand with a course. It's a hundred and twenty people across Australia, the UK, and the US. Strategists, content specialists, technical SEOs, data analysts. Every day they're building, testing, and refining what works in search. The workshop is the distillation of all of that. Not theory from a guy who read an article. Methodology from a team that manages five hundred active SEO campaigns right now, today. When you sit down in that room, you're not getting my opinion. You're getting the playbook that a hundred and twenty people built and pressure-tested across every industry you can think of. That's the difference."
Shareability: ★★★★☆ 4/5 — Addresses the "is this just a guru?" objection. Team footage legitimises the offer. Sent to skeptical business partners.
Production Notes: B-roll required: StudioHawk office, team working, screens with dashboards, team meetings, whiteboard sessions, multiple office locations. Music: Corporate-warm ambient. Professional but not cold. Key frame: Wide shot of full team or office floor.
Cannibalisation Check
Clean. Directly reinforces StudioHawk as a legitimate, large agency. "Not a personal brand with a course" — positions the workshop as backed by a real company. This is the ANTI-cannibalisation script. Actively beneficial for both brands.
SOP Alignment
RT per SOP 2 (Hammer Them). 2nd Layer pillar: team credibility deepens trust. Montage format per SOP 31 diversity. The "not a personal brand with a course" positioning is the strongest anti-guru framing in the entire campaign. Requires office footage.
Final Recommendation
Publish as-is. The single best script for reinforcing StudioHawk while selling the workshop. Actively anti-cannibalisation. The team footage is essential — schedule office filming. This should run in every retargeting sequence.
"You've Seen Me Everywhere This Week" — The Hammer Them Closer
Script
Hook Options:
- "You've probably seen my face five times this week. Let me explain why."
- "You keep seeing me. That's not an accident. Let me be straight with you."
- "If you're seeing this, you've already watched three or four of my videos. Here's the honest truth."
Script (Word-for-Word):
"You've been seeing a lot of me lately. I know. That's deliberate. Because I'd rather you see too much of me and make an informed decision than see one ad and impulse-buy something that isn't right for you. If you're still here, still watching, you're clearly thinking about it. So let me make it simple. If your business gets customers through Google, and you're tired of paying for every click, the workshop will change how you think about marketing. Thirty seats. Two days. Tailfeather Guarantee means if it's not worth it, you get your money back plus five hundred bucks. You've done the research. You've watched the videos. At some point, you either apply or you scroll past. Either way, respect."
Shareability: ★★★★☆ 4/5 — Fourth-wall break. Acknowledges the retargeting, which paradoxically builds trust. "He's being honest about the ads." Converts the fence-sitters.
Production Notes: Per SOP 2 (Hammer Them): This is the "pattern interrupt" closer. Designed to run LAST in the retargeting sequence, after the prospect has seen 8-12+ other pieces. Delivery: Direct to camera. Slight smile. Confident but not pushy. The "either way, respect" line must land as genuine. Music: None. Raw. Just Harry and the camera.
Cannibalisation Check
Medium. "Tired of paying for every click" could be read as anti-Google Ads — which is fine for the workshop, but some StudioHawk clients run PPC campaigns alongside SEO. The framing is acceptable for workshop-only audiences in retargeting, but wouldn't work as a broad-reach ad. Safe for RT only.
SOP Alignment
RT per SOP 2 (Hammer Them) — the meta-closer. Expectations pillar: sets clear "this is your last chance" framing. Fourth-wall break format per SOP 31 diversity. Must run last in RT sequence. The "either way, respect" closer is the campaign's exit with dignity.
Final Recommendation
Publish as-is for retargeting only. The fourth-wall break is smart and honest. Keep this exclusively in the RT sequence — it only works after 8-12 other touchpoints. The "either way, respect" closer is the perfect campaign sign-off. Do not use as cold traffic content.