Emails

SMS

Confirm Page

Sequences

Touches

Fire matrix, how the timing works

Welcome touches anchor to booking time (T_book). Prep emails anchor to call time (T_call), counting backwards. SMS reminders anchor to call time. Each prep email auto-skips if the call is closer than its offset.

Touch	When	Fires if…
SMS-1	`T_book + 0`	Always
E1	`T_book + 0`	Always
E2 (selfie)	`T_book + 30 min`	Call > 30 min away
E3 (case studies)	`T_call − 72 hr`	Booking is ≥ 3 days out
E4 (engagement bait)	`T_call − 48 hr`	Booking is ≥ 2 days out
E5 (custom + PDF)	`T_call − 24 hr`	Booking is ≥ 1 day out
SMS-2	`T_call − 3 hr`	Always
SMS-3	`T_call − 1 hr`	Always

Set Calendly minimum lead time = 2 hr so SMS-3 always has time to fire. Worst-case (booking 2–6 hr before call) only fires E1, SMS-1, E2, SMS-3, that's still enough.

SMS-1 SMS Ready

You’re booked with Harry, check your email

T_book + 0 Channel: SMS Sequence: Pre-Call

{{first_name}}, you’re booked with Harry for {{call_time}} on {{call_date}}. Check your email for prep, should land in the next 5 min. - Harry

Length156 chars (1 SMS segment)

AmplifierIdentity + reassurance

Tokens{{first_name}} {{call_time}} {{call_date}}

NoteReplaces existing form-submit SMS

E1 Ready CREDIBILITY-FIRST

Your 15 mins is booked, {{first_name}}

T_book + 0 Channel: Email Sequence: Pre-Call Replaces: old E1.1

Subject: Your 15 mins is booked, {{first_name}}

Preview: What this call is, what it isn’t, and one thing to do before we talk.

Hey {{first_name}},

Got your booking. We’re on for {{call_date}} at {{call_time}}.

Quick note on what this is, and what it isn’t.

What it is. A 15-minute call with me. I’ll have already looked at {{website_url}} before we talk. We’ll cover what’s working, what isn’t, and whether the workshop is going to actually move the needle for {{business_name}}. If it is, I’ll show you how to lock in a seat. If it isn’t, I’ll tell you that and point you somewhere better.

What it isn’t. A pitch. The workshop is $3,500 and that’s the price whether you find out on the call or on the website, there’s no “special offer” coming. The Tailfeather Guarantee means full refund + $500 toward your travel if it’s not worth it, so the only thing we’re sorting on the call is fit.

Why I’m doing it this way. I run StudioHawk, 120 AI SEO specialists across Melbourne, Sydney, London and Atlanta. We turn away over 60% of inbound business because they don’t need an agency and can build it out themselves. Most of those people are exactly who the workshop was built for. The 15 mins is so neither of us wastes the other’s time.

One thing that helps before we talk: hit reply with one question you want answered. Anything. “Will this work for a [your business]?” is enough. The more I know going in, the more useful 15 minutes becomes.

Talk {{call_day}}.

Harry

P.S. If you want a sense of who this works for, Gami Chicken (Melbourne restaurant franchise, +120% Google Maps actions across 21 locations), Francesca Jewellery (Hobart + Melbourne retailer, +245% online sales), Southgate Medical (Melbourne CBD GP clinic, +692% conversions). Local Australian businesses. Real numbers. Same methodology you'd build at the workshop.

Length~310 words

Primary amplifierIdentity + Sovereignty

SecondaryAuthority (Hormozi/StudioHawk story)

CTAReply with one question

Tokens{{first_name}} {{call_date}} {{call_time}} {{call_day}} {{website_url}} {{business_name}}

E2 Ready SOP-32 SHOW-RATE LEVER

Quick video for you, {{first_name}}

T_book + 30 min Channel: Email + Video Sequence: Pre-Call

Subject: Why we do these calls

Preview: 60 seconds, from me.

Made you a quick video below.

[VIDEO EMBED, 60 sec, Harry, vertical, generic]

Can’t see it? Open in browser.

Harry

Video script (60–70 sec, generic, record once, no name swap)

“Hey, Harry here. Made this video because I want to be straight with you about why we do these calls.

If you’re like most people who book in, it’s because something’s not adding up. Your Google Ads cost more every month and bring back fewer leads. The agencies you’ve talked to want $3–10k a month for things you can’t actually measure. And in the back of your head, you know AI is changing search and your competitors might already be moving on it.

That’s the workshop’s whole reason for existing. But it only works if you’re in the right spot for it. So we’re going to spend 15 minutes making sure you are. If you’re not, I’ll tell you straight and point you somewhere better. If you are, we’ll lock in your seat. Either way you walk away with clarity.

Hit reply with one question you want me to come prepared on. Talk soon.”

Production: Single take. No name swap, no Descript needed. One master video sent to everyone. Goes to YouTube unlisted or Vimeo, embed in email.

Length~20 words email body + ~170-word video script (~65 sec)

Primary amplifierFrustration (ad cost) + Envy (competitors) + Sovereignty (clarity either way)

CTAWatch + reply with one question

Tokens{{video_link}} only, deliberately no name personalisation

E3 Ready CONDITIONAL SPLIT

What businesses like yours have built

T_call − 72 hr Skip if booking < 3 days out Sequence: Pre-Call

Subject: What you’ll actually do at the workshop

Preview: Three small Aussie service businesses. The work the workshop teaches you to do yourself.

Hey {{first_name}},

A few days until our call. You booked because something’s not adding up. Maybe ads cost more every month and produce less. Maybe an agency wants $10k for things you can’t measure. Maybe you can see AI Search moving and your competitors moving first.

The workshop is built for that exact spot.

Three small Australian service businesses we’ve helped at StudioHawk who started where you are. Here’s what we built. And what you’d build at the workshop.

Gami Chicken, restaurant franchise, Melbourne (21 locations). Workshop equivalent: mapping every service-and-suburb combination you should rank for, then building the local pages with HawkOS Lite doing the heavy lifting. Their result: +120% Google Maps actions, +160% map views.

Southgate Medical, GP clinic, Melbourne CBD. Workshop equivalent: auditing your site against the same fundamentals, fixing what’s broken, then building the high-intent pages that drive enquiries. Their result: +692% conversions, +89% organic traffic.

National Accounts, chartered accountants, Adelaide. Workshop equivalent: mapping your specialised intent and building the pages that capture it, instead of fighting for generic keywords you’ll never own. Their result: +188% organic traffic, 80% niche conversion rate.

Three businesses, three industries, same methodology. That’s the workshop.

Talk {{call_day}}.

Harry

Subject: What you’ll actually do at the workshop

Preview: Three Aussie ecom businesses. The work the workshop teaches you to do yourself.

Hey {{first_name}},

A few days until our call. You booked because something’s not adding up. Maybe paid traffic costs more every month and the orders don’t follow. Maybe your product pages are great but the searches that happen before someone’s ready to buy go to someone else. Maybe you can see AI Search moving and your competitors moving first.

The workshop is built for that exact spot.

Three Australian ecom businesses we’ve helped at StudioHawk. Here’s what we built. And what you’d build at the workshop.

Francesca Jewellery, retail, Hobart + Melbourne. Workshop equivalent: restructuring your site for mobile-first, then mapping search intent to product and collection pages. Their result: +245% online sales, +167% in-store purchases.

Waverley Forklifts, industrial equipment, Melbourne. Workshop equivalent: auditing your service pages, building proper location pages for every city you serve, fixing the technical issues holding the site back. Their result: +555% organic traffic, +414% top-3 keyword rankings.

Bondi Sands, beauty + skincare. Workshop equivalent: building educational content that captures searches before someone’s ready to buy, the volume play 90% of ecom stores miss. Their result: +94% keyword growth.

Three businesses, three categories, same methodology. That’s the workshop.

Talk {{call_day}}.

Harry

Length~210 words each variant

Primary amplifierEnvy + Desire

Branch on{{business_type}} = service or ecom

Tokens{{first_name}} {{call_day}}

E4 Ready ENGAGEMENT BAIT (SOP-32)

Pick A or B, I’ll send tonight

T_call − 48 hr Skip if booking < 2 days out Sequence: Pre-Call

Subject: Pick A or B, I’ll send tonight

Preview: Two options. Click one (or just reply).

Hey {{first_name}},

Want to send you something useful before our call. You pick which one.

A - A 5-min walkthrough of HawkOS Lite. These are the workflows my team of 120 AI SEO specialists at StudioHawk runs every day, the ones you’d get access to at the workshop. Pressure-tested across 500+ websites. You’ll see what AI-powered SEO actually looks like before you decide whether the workshop’s the move.

Send me A - HawkOS Lite walkthrough

B - The Nike story. How we landed them through AI Search at StudioHawk, why AI Search deals close faster and bigger than any other channel we run, and what that means for businesses that show up in AI results before their competitors do.

Send me B - the Nike story

Buttons not your thing? Just hit reply with A or B.

Whichever you pick, I’ll send it tonight.

Harry

P.S. You’re not paying for information at the workshop. You can find that for free on my YouTube. You’re paying for two days where my team is fully present, working on your business, with a small group of people at your level. That’s what $3,500 buys. Access you can’t get any other way.

Length~165 words

Primary amplifierIdentity + Reciprocity + Curiosity

MechanismClick-tracked buttons (primary) + reply (fallback). Both update engagement_bait_choice property.

CTAClick A or B (or reply)

Tokens{{first_name}} {{bait_a_link}} {{bait_b_link}}

TrackingHubSpot Setup Step 8 (now required, not optional). Workflow branches on link-click event.

E5 Ready PROOF DROP

Custom content + Proof PDF

T_call − 24 hr (or after A/B reply) Skip if booking < 1 day out Sequence: Pre-Call

Subject: Here’s the HawkOS Lite walkthrough

Preview: As promised. 5 minutes. Have a look before we talk.

Hey {{first_name}},

Here’s the HawkOS Lite walkthrough you picked.

[VIDEO EMBED, 5 min HawkOS walkthrough]

What you’re looking at is a version of the same AI system my agency runs on every day, quality gates, repeatable workflows, the lot. Pressure-tested across 500+ websites.

At the workshop you’ll get the full thing, set up on your business specifically, with my team beside you to make sure it’s working.

Talk {{call_day}}.

Harry

Subject: The Nike / AI Search story

Preview: The reason AI Search is the only channel we’re betting on.

Hey {{first_name}},

Here’s the Nike / AI Search story.

[VIDEO OR ARTICLE EMBED, Nike / AI Search]

The short version: the biggest deals at StudioHawk now come through AI Search. They convert higher than referrals and they close faster. The reason is timing, AI Overviews sit above paid ads and above organic. The brand that gets cited there gets the lead before anyone else gets a chance.

That window is open right now. It won’t be in 18 months. Whoever moves first owns the category.

The workshop is where you learn how to be the brand that gets cited.

Talk {{call_day}}.

Harry

Subject: Quick heads up before our call

Preview: Most people pick HawkOS, sending it your way.

Hey {{first_name}},

Sending this through ahead of our call tomorrow. Most people pick the HawkOS Lite walkthrough, so I’m defaulting to that.

[VIDEO EMBED, 5 min HawkOS walkthrough]

What you’re looking at is a version of the same AI system my agency runs on every day, quality gates, repeatable workflows, the lot. At the workshop you’ll get the full thing, set up on your business specifically.

Talk {{call_day}}.

Harry

P.S. If you’d rather see the Nike / AI Search story, hit reply and I’ll send it through.

Length~120 words each variant

Primary amplifierDesire + Authority (HawkOS / Nike story)

Branch on{{engagement_bait_choice}} = a / b / null (set by E4 click or reply)

Tokens{{first_name}} {{call_day}}

NoteProof PDF references removed per Phase 1 scope. Re-add when PDF is built.

SMS-2 SMS Ready

3-hour show-rate ping

T_call − 3 hr Channel: SMS Sequence: Pre-Call

{{first_name}}, talking with Harry in 3 hours. Call link: {{calendly_join_link}} - H

Length~95 chars

AmplifierIdentity + gentle urgency

Tokens{{first_name}} {{calendly_join_link}}

NoteSend during AEST waking hours where possible

SMS-3 SMS Ready

1-hour final ping

T_call − 1 hr Channel: SMS Sequence: Pre-Call

1 hour to go. Link: {{calendly_join_link}} See you soon. - Harry

Length~85 chars

AmplifierUrgency (gentle) + Identity

Tokens{{calendly_join_link}}

NoteHighest leverage SMS, this is the show-rate save

Lives at: hawkacademy.co/confirmation (replaces current confirmation page). This is what someone sees the moment they hit “Confirm” in Calendly. Pain stack + Hormozi origin story + Tailfeather Guarantee, all in one place.

CONFIRM PAGE Ready 10-PAIN STACK

You’re locked in, {{first_name}}.

Trigger: Calendly booking submitted Channel: Web page Sequence: Confirmation

Rendered preview

You’re locked in, {{first_name}}.

Your call is booked. Watch for an email from me in the next few minutes.

What this call is: A 15-minute conversation with me, Harry. I’ll have already looked at your site before we talk. If the workshop is the right move for {{business_name}}, we’ll lock in your seat. If it’s not, I’ll tell you and point you somewhere better.

What this call isn’t: A pitch. The workshop is $3,500 and that’s the price whether you find out on the call or on the website, there’s no “special offer” coming.

Why I built this workshop

A few months ago I was at an Alex Hormozi workshop in Las Vegas when it hit me.

I built StudioHawk, 120 AI SEO specialists across Melbourne, Sydney, London and Atlanta. 500+ clients. We turn away over 60% of inbound business because they don’t need an agency and can build it out themselves. “You’re better off learning the basics yourself instead of paying us. Go run paid ads, rebuild your website, sharpen your offer. Come back in 6 to 12 months.”

That advice was honest. But I was leaving those people without direction.

So I made the Hawk Academy course completely free. 6,000 people inside. Mission: educate 100,000 business owners on AI search.

But there’s still an audience that needs more than a course, the messy middle. Owners who need community, accountability, and someone sitting beside them showing them what to do. That’s the workshop.

What the workshop fixes

You’re spending more on Google Ads every month and getting fewer leads back.	Cost per lead is up 57% in 3 years. AI Overviews killed paid CTR by 68%. The ad model is breaking.
Agencies want $3–10k/month and you can’t tell what they’re actually doing.	The workshop teaches you to do the work yourself, or hold an agency genuinely accountable.
You’re invisible in AI Overviews while your competitors aren’t.	The biggest deals at StudioHawk now come through AI Search. They convert higher than referrals and close faster.
You’re stitching together ChatGPT prompts with no system.	You’ll get HawkOS Lite, the AI workflows my team uses every day, pressure-tested across 500+ websites.
You start something then life gets in the way.	6 months of community access, weekly advisory calls, and accountability after the workshop.
You don’t know how to use AI to actually move the needle.	2 days hands-on with my team on YOUR site, building real pages, learning real workflows.
SEO feels like a black box.	You’ll never have to read a report you don’t understand again.
Your competitors are already showing up where you’re not.	The window for AI Search is open right now. Whoever moves first owns the category.
Every dollar in ads is rented attention. Stop paying, leads stop.	SEO compounds. Every page becomes an asset that earns for years.
Your business shouldn’t depend on a contractor in another city understanding what you sell.	You own the system. The workshop hands it to you. You keep it.

The Tailfeather Guarantee

Show up. Do the work. If it’s not worth it, full refund plus $500 toward your travel.

You back yourself to show up. I back myself to deliver.

One thing to do before our call

Open the email I just sent you and reply with one question you want me to come prepared on. Anything. The more I know going in, the more useful 15 minutes becomes.

Talk soon,
Harry

Length~470 words

Amplifier mixAll 6 (Fear, Frustration, Desire, Envy, Identity, Urgency) via 10-pain table

Story arcHormozi pivot → messy middle → the workshop fixes X

Tokens{{first_name}} {{business_name}}

ImplementationReplace current confirmation.html on hawkacademy.co

Trigger: Harry marks call_outcome = Qualified in HubSpot after the call. E6 fires immediately. E7 fires 24h later if no payment. E8 fires 48h later if still no payment.

E6 Ready PAYMENT LINK

You’re in, {{first_name}}. Here’s your link.

Call end + 5 min If qualified Replaces: old E2.1

Subject: You’re in, {{first_name}}. Here’s your link.

Preview: Locked in. 48-hour window. Tailfeather covers the rest.

Hey {{first_name}},

Good talk. You’re in.

Based on what we covered, the workshop is going to move the needle for {{business_name}}. Here’s the next step:

Secure My Spot - $3,500

What you’re locking in:

Date: {{workshop_date}}
Venue: {{venue_name}}, {{venue_address}}
2 full days of hands-on work building on YOUR site
Hawk OS workflows pressure-tested across 500+ websites
6 months of community access, weekly advisory calls, and accountability
The Tailfeather Guarantee: full refund + $500 toward your travel if it’s not worth it

Why 48 hours? We cap the workshop at 30 people. Every spot matters. Your seat is held until {{deadline_date}}, after that it goes to the next person on the waitlist.

Secure My Spot - $3,500

If anything from the call needs more thought, just reply. We can extend the window if there’s a real reason.

Harry

Length~210 words

Primary amplifierIdentity + Urgency (48hr) + Tailfeather safety net

CTASecure My Spot - $3,500 (twice)

Tokens{{first_name}} {{business_name}} {{payment_link}} {{workshop_date}} {{venue_name}} {{venue_address}} {{deadline_date}}

E7 Ready PRICE ANCHOR

Your spot is still open, {{first_name}}

Call end + 24 hr If no payment yet Replaces: old E2.2

Subject: Your spot is still open, {{first_name}}

Preview: 24 hours left on the hold. The maths might help.

Hey {{first_name}},

Your spot for {{workshop_date}} is still being held, about 24 hours before it goes to the waitlist.

Quick context that might help.

The average Google Ads cost per lead in Australia is now $70.11. If you’re spending $5k/month on ads, that’s roughly 70 leads, assuming the ads are working. $60k a year just on rented attention.

The workshop is one month of that ad spend, paid once, owned forever. Every page you build at the workshop becomes an asset that earns for years. Ads stop the day you stop paying. SEO compounds.

That’s the trade. And the Tailfeather Guarantee means if it doesn’t deliver, full refund plus $500 toward your travel. The risk is on us.

Secure My Spot - $3,500

If something’s come up and you need more time, just reply. We’ll work it out.

Harry

Length~165 words

Primary amplifierCost-of-inaction maths + Sovereignty

CTASecure My Spot

Tokens{{first_name}} {{workshop_date}} {{payment_link}}

E8 Ready

Your spot has been released, {{first_name}}

Call end + 48 hr If no payment Replaces: old E2.3

Subject: Your spot has been released, {{first_name}}

Preview: Window closed. Door’s still open if timing changes.

Hey {{first_name}},

Your 48-hour window has closed and your spot for {{workshop_date}} has been released to the waitlist.

If you’ve changed your mind and still want in, reply to this email. If a seat’s still available, I’ll hold it for you for 24 hours.

If the timing isn’t right, start with the free Hawk Academy course at hawkacademy.co. Over 6,000 people are already inside learning how to show up on Google and in AI Search. Solid head start for whenever you’re ready.

You qualified for a reason. Next round, you have priority. No need to reapply.

Harry

Length~110 words

Primary amplifierFrustration (gentle) + door-open

CTAReply OR free course

Tokens{{first_name}} {{workshop_date}}

Three branches: not qualified (E9), no-show (E10), abandoned booking (E11). E9 fires when Harry marks call_outcome = Not Qualified. E10 fires 1hr after scheduled call time if status is still Pending. E11 fires 24h after a Calendly link click that didn’t result in a booking.

E9 Ready HONEST UPDATE

Honest update from our call, {{first_name}}

Call end + 5 min If not qualified Replaces: old E4.1

Subject: Honest update from our call, {{first_name}}

Preview: Not the right fit yet. Here’s what is.

Hey {{first_name}},

Thanks again for jumping on the call.

I want to be straight with you: based on what we covered, the workshop isn’t the right move for you right now.

That’s not a reflection on you or {{business_name}}. The workshop works for businesses at a specific stage, owners who already have some traffic, some traction, and need to compound it. From what you described, there’s a better starting point.

Here’s what I’d recommend:

Start with the free Hawk Academy course at hawkacademy.co. It’s completely free. Over 6,000 people are inside. It covers:

How search and AI Search actually work
Basic technical fixes you can do yourself
Content strategy fundamentals
How to use AI to get found online

Same foundation we build on in the workshop. Self-paced. Free.

This isn’t a no forever. Once {{business_name}} is at a stage where the workshop genuinely moves the needle, we’d love to have you back. Reply to this email any time and we’ll re-open the conversation.

Harry

P.S. At StudioHawk we turn away over 60% of inbound business for similar reasons. It’s not a brush-off, it’s me being honest about where you are. Most people thank us for it later.

Length~230 words

Primary amplifierSovereignty + honesty (trust-builder)

CTAFree course (hawkacademy.co)

Tokens{{first_name}} {{business_name}}

E10 Ready

We missed you on the call, {{first_name}}

Call time + 1 hr If no-show Sequence: Recovery

Subject: We missed you on the call, {{first_name}}

Preview: Hope everything’s OK. Easy rebook below.

Hey {{first_name}},

We had your slot blocked out and you weren’t there. Hope everything’s okay.

Stuff happens, no explanation owed.

If you still want to take the workshop seriously, pick a new time here. Same 15 minutes, no penalty.

If you’ve changed your mind, no hard feelings, start with the free course at hawkacademy.co and we’ll be here when timing’s better.

Harry

Length~95 words

Primary amplifierIdentity (no-blame, easy door)

CTAPick a new time

Tokens{{first_name}} {{calendly_link}}

E11 Ready

You started to book a call, {{first_name}}

Booking +24 hr (no completion) If Calendly opened, not booked Replaces: old E8.1

Subject: You started to book a call, {{first_name}}

Preview: Tech issue, or change of mind?

Hey {{first_name}},

You started to book a 15-min call but didn’t finish it. No drama, just wanted to make sure it wasn’t a tech issue.

If something went wrong with Calendly, just reply to this email and we’ll sort it.

If you’re still thinking about it: it’s 15 minutes, no pitch, and the workshop is $3,500 with a full refund + $500 travel guarantee if it’s not worth it. The only risk is not booking.

Pick a time here

Harry

Length~95 words

Primary amplifierFear (mild) + frictionlessness

CTAPick a time

Tokens{{first_name}} {{calendly_link}}

Trigger noteRequires Calendly link UTM tracking + HubSpot pixel/cookie integration

DEFERRED FROM PHASE 1. The Proof PDF has been killed from the live sequence per scope decision. All E5 references to the PDF are removed. Outline retained below as a future Phase 2 build, when you’re ready to commission it, hand this to a designer (Canva, Figma, or similar) and re-enable the PDF link in E5.

Page 1

Cover

Title: “Hawk Academy, The Methodology, in Numbers”

Subtitle: “What businesses like yours have built using the same approach we teach in the workshop”

Hawk Academy + StudioHawk logos. Dark theme matching brand.

Page 2

Why this exists

3-paragraph intro from Harry.

StudioHawk: 120 AI SEO specialists across Melbourne, Sydney, London, Atlanta. 500+ clients.
Over 60% of inbound business turned away because they don’t need an agency and can build it themselves. The workshop is for them.
Mission: educate 100,000 business owners on AI search. The PDF is a snapshot of what the methodology delivers.

Page 3

Service businesses (case studies 1–2)

Gami Chicken, restaurant franchise, Melbourne. 21 locations. Result: 120% Maps actions, 160% map views. Include screenshot of Google Business Profile + GA4 chart.
Southgate Medical, GP clinic, Melbourne CBD. Result: 692% conversions, 89% organic traffic lift. Include before/after Search Console screenshots.

Page 4

Service businesses (case studies 3–4)

National Accounts, chartered accountants, Adelaide. Result: 188% organic traffic, 80% conversion rate on niche.
One more service case study (suggest: a trades or local services business with a strong screenshot).

Page 5

Ecom businesses (case studies 1–2)

Francesca Jewellery, retail, Hobart + Melbourne. Result: 245% online sales, 167% in-store purchases. Include site-redesign before/after.
Waverley Forklifts, industrial. Result: 555% organic traffic, 414% top-3 rankings.

Page 6

Ecom businesses (case studies 3–4)

Bondi Sands, beauty + skincare. Result: 94% keyword growth.
One more ecom case study (suggest: a DTC brand with an SEO-driven launch story).

Page 7

Enterprise & flagship

Officeworks, 60% organic growth.
QuickBooks (Intuit), 116% traffic growth across APAC.
Nike, flagship AI Search story. “The biggest deals at StudioHawk now come through AI Search. They convert higher than referrals and close faster.”

Page 8

HawkOS Lite preview

Screenshots of 3–4 actual workflows: keyword opportunity finder, content brief generator, technical audit, AI Search presence checker.
Quote: “These are the workflows my team runs every day. Pressure-tested across 500+ websites.”
One-line CTA: “Get full access at the workshop.”

Page 9

The AI Search opportunity

Stat: AI Overviews crushed paid CTR by 68%.
Stat: Google Ads CPL up 57% in 3 years ($44.70 → $70.11).
Stat (placeholder if real numbers exist at StudioHawk): “AI Search deals close 2x faster and 1.4x larger than paid leads.”
Closing line: “The window is open right now. It won’t be in 18 months. Whoever moves first owns the category.”

Page 10

The Workshop

30 seats. 2 days. $3,500.
Hands-on with Harry’s team. Building real pages on YOUR site.
HawkOS Lite access & 6 months community.
CTA: Book a 15-min call, hawkacademy.co/workshop

Page 11

Tailfeather Guarantee (full terms)

Show up. Do the work. If it’s not worth it, full refund + $500 toward your travel. Pull text from existing workshop page. Add fine print.

“You back yourself to show up. I back myself to deliver.”, pulled out as the closing line.

Page 12

Contact / sign-off

Harry signature + photo.
StudioHawk + Hawk Academy logos.
Workshop URL: hawkacademy.co/workshop
Free course: hawkacademy.co
Email: hello@hawkacademy.co

One-time setup, ~60 minutes total. Assumes HubSpot Marketing Hub Starter or higher. If you’re on Free, swap workflow steps for Zapier multi-step Zaps. Order matters, do steps 1–3 before building the workflows.

1. Connect Calendly to HubSpot ~5 min

Two options:

Native integration (recommended): Calendly Standard tier ($12/mo) or Teams ($20/mo), install via HubSpot Marketplace. Maps Calendly bookings to contact records automatically.
Webhook + Zapier (if Calendly is on free tier): Trigger = Calendly “Invitee Created” webhook. Action = HubSpot Update Contact. Zapier $20/mo for multi-step.

2. Create custom contact properties ~5 min

HubSpot → Settings → Properties → Create property. All 8 below are needed:

call_datetime, type: datetime. Source of truth from Calendly.
call_date, type: single-line text. Format: “Tuesday 23 May”. Derived from call_datetime via Zapier or HubSpot calculated property.
call_time, type: single-line text. Format: “2:30pm AEST”. Derived.
call_day, type: single-line text. Format: “Tuesday”. Derived. Used for the “Talk Tuesday” sign-off in E1, E3, E5.
calendly_join_link, type: single-line text. The unique Zoom/Meet URL Calendly generates per booking. Used in SMS-2 and SMS-3.
calendly_reschedule_link, type: single-line text. Used in E10 no-show recovery.
call_outcome, type: dropdown. Options: Pending / Qualified / Not Qualified / No-Show. Default: Pending. Harry updates after the call.
business_type, type: dropdown. Options: Service / Ecom. Set from Typeform answer or Harry’s manual tag. Drives E3 variant.
engagement_bait_choice, type: single-line text. Values: A / B / null. Captured from E4 reply (manual or via inbox parser).

3. Set up the SMS sender ~10 min

Three options, cheapest first:

ClickSend + Zapier ($10–15/mo total). Zapier sends SMS via ClickSend on workflow trigger. Cheapest, works for low volume.
Twilio + Zapier ($1 number/mo + per-msg). More flexible, US/AU compliant.
HubSpot Native SMS (Marketing Hub Pro+ only). Cleanest if you’re already paying for Pro.

For Australian sends, ensure 10DLC / sender-ID compliance is set. Existing form-submit SMS provider should already be sorted, reuse.

4. Build the Pre-Call workflow ~20 min

HubSpot → Automation → Workflows → Create workflow.

Trigger: Contact property call_datetime is known (set by Calendly).
Step 1 (immediate): Send SMS-1 + Send E1.
Step 2 (delay 30 min, IF call_datetime > now + 30 min): Send E2.
Step 3 (delay until call_datetime - 72 hr, IF that timestamp is > now): Branch on business_type: Send E3-svc OR E3-ecom.
Step 4 (delay until call_datetime - 48 hr, IF > now): Send E4.
Step 5 (delay until call_datetime - 24 hr, IF > now): Branch on engagement_bait_choice: Send E5-A / E5-B / E5-fallback.
Step 6 (delay until call_datetime - 3 hr): Send SMS-2.
Step 7 (delay until call_datetime - 1 hr): Send SMS-3.

5. Build the Post-Call workflow ~10 min

Trigger: call_outcome property changes from Pending.
Branch: Qualified → Send E6 immediately. Wait 24h. If deal stage != Paid, send E7. Wait 24h. If still unpaid, send E8.
Branch: Not Qualified → Send E9.
Branch: No-Show → Send E10.

Tip: set call_outcome default to No-Show via a workflow that fires 1hr after call_datetime if Harry hasn’t updated it. Saves missed E10 sends.

6. Build the Abandoned Booking workflow ~10 min

Trigger: Contact clicked Calendly link (track via UTM ?utm_source=hubspot&utm_medium=email + HubSpot tracking pixel).
Wait 24h.
IF call_datetime is still empty (i.e. they didn’t complete booking) → Send E11.

7. Set Calendly minimum lead time ~2 min

Calendly → Event Type → Scheduling Settings → Minimum scheduling notice = 2 hours. This guarantees SMS-3 (T-1hr) always has time to fire.

8. A/B engagement bait tracking REQUIRED ~15 min

E5 has to know whether the lead clicked A or B in E4 to send the right content. Three setup paths, in order of recommendation:

Primary, Click tracking via HubSpot (recommended):

In E4, the two buttons link to two distinct tracked URLs. Easiest: use HubSpot’s native link tracking (insert links via the email editor so they get auto-wrapped in the tracking redirect).
Create a HubSpot workflow trigger: Marketing email link click, Email = E4, Link = bait_a_link → sets engagement_bait_choice = a. Same again for B.
Bonus: have that workflow also fire E5-A or E5-B immediately on click (instead of waiting for T_call - 24hr) so the lead gets the content while the curiosity is hot.

Secondary, Reply parsing (Zapier):

Set up a Zapier “Email Parser” on the inbox that receives E4 replies.
Match “A” or “B” in the body or subject.
Action: update HubSpot engagement_bait_choice property.
Use this as a fallback for leads who reply instead of clicking.

Tertiary, Manual tagging (acceptable at low volume):

Harry or a VA reads the inbox once a day, manually tags engagement_bait_choice in HubSpot.
Fine for the first 30–50 calls. Don’t scale this past that.

The button URLs {{bait_a_link}} and {{bait_b_link}} in E4 just need to point to anywhere, e.g. hawkacademy.co/bait-a and hawkacademy.co/bait-b (could be a thank-you page that says “sending it now”). HubSpot tracks the click regardless of destination.

9. Pre-flight test ~10 min

Book a test slot via Calendly with your own email. Verify:

SMS-1 lands within 30 sec.
E1 lands within 1 min with all tokens populated correctly (especially {{call_day}}).
E2 lands at exactly T_book + 30 min.
SMS-2 fires at T_call - 3 hr (use a test slot 4+ hours out).
SMS-3 fires at T_call - 1 hr.
Cancel the call, verify nothing else fires.

Don’t go live until all tokens render correctly. The single biggest cause of bad first impressions is {{first_name}} showing as literal text.