Email Sequences -- Full Lifecycle

Hey {{first_name}},

Just got your application for the Hawk Academy Workshop. Nice one.

I want to be straight with you about what happens from here.

We review every application personally. This isn't a "pay and show up" event. We cap it at 30 people because I want everyone in that room to walk out with a working SEO strategy, not a notebook full of theory. So we look at every application to make sure we can actually help you.

You'll hear back from us within 48 hours.

Here's what you're in the running for:

• 2 full days of hands-on SEO and AI Search strategy, built around YOUR business
• A custom playbook you'll build in the room (not a generic PDF)
• Claude AI workflows that let you keep building pages in hours, not weeks
• 6 months of support and accountability after the workshop
• The Tailfeather Guarantee: if you don't get value, full refund + $500 toward your travel (full terms)

We don't teach theory. We build. You'll leave with pages live, strategies mapped, and a plan you actually understand.

This is the same approach behind Officeworks' 60% organic growth, QuickBooks' 116% traffic growth across APAC, and Bondi Sands' 94% keyword growth. It works. The workshop is where we teach you to do it yourself.

Sit tight. I'll be in touch soon.

Harry

Hey {{first_name}},

Quick story.

When I was 13, I started learning SEO in my bedroom. By 17, I was out on my own. No degree, no safety net, just a laptop and a stubborn belief that I could figure this out.

Fast forward fifteen years. StudioHawk is Australia's largest dedicated SEO agency. 120+ people across Melbourne, Sydney, London, and Atlanta. Forbes put me on their 30 Under 30. We won the Australian Award for Marketing Innovation. We've been named Best Large SEO Agency seven times across the Global Search Awards, SEMrush, APAC Search Awards, and Global Agency Awards, judged by 50 independent judges. 42 industry awards across AU, UK, and US. Over 500 clients.

But here's the thing that kept nagging me: the bigger the agency got, the bigger the clients we worked with, and the less it made sense for us to work with small businesses. Not because we didn't want to. Because the model doesn't work. You can't charge someone five grand a month when they're turning over two hundred K. The math doesn't add up for either side.

But those businesses still need SEO. They still need to show up on Google. And nobody was helping them do it properly.

That bugged me. So I built the workshop. Not an agency model. A two-day, hands-on workshop where we sit beside you, use AI to do the heavy lifting, and you walk out with real pages live on your site. Plus six months of support so you actually keep going.

Your application is being reviewed. I'll be in touch within 48 hours.

Harry

Hey {{first_name}},

You're in. I reviewed your application and had a look at {{website_url}}. Genuinely looking forward to digging into this with you.

Here's the next step: secure your spot.

We've accepted your application for the {{workshop_city}} workshop. To lock in your seat, complete your payment within the next 48 hours. After that, your spot goes to the next person on the waitlist.

Secure My Spot - $2,500

What you're locking in:

• Date: {{workshop_date}}
• Time: 9:00 AM to 5:00 PM, both days
• Venue: {{venue_name}}, {{venue_address}}
• 2 full days of hands-on SEO and AI workflow building on YOUR site
• Claude AI workflows you'll keep using long after the workshop
• 6 months of community access, weekly advisory calls, and accountability
• The Tailfeather Guarantee: full refund + $500 toward travel if it's not worth it

Why 48 hours? We cap it at 30 people. Every spot matters. If you're in, we need to know so we can prep for your business specifically. If you need more time, just reply and we'll work something out.

That's founders pricing at $2,500, down from $3,500. First thirty people only. When those seats fill, the price goes up and it doesn't come back.

Secure My Spot - $2,500

Harry

Hey {{first_name}},

Quick one. Your spot for the {{workshop_city}} workshop is still being held, but you've got about 24 hours before it goes to the next person on the waitlist.

I get it. $2,500 is a real decision. So let me put it in context.

Option A: Hire an SEO agency.
Average cost: $3,000 to $5,000 a month. Locked in for 6 to 12 months. Total: $36,000 to $60,000 a year. And you still don't understand what they're doing.

Option B: The workshop.
$2,500 once. Two days. You leave with pages live on your site, a strategy you built yourself, an AI workflow you can repeat every week, and six months of support. Total: $2,500.

Even if the workshop only saves you from signing one bad agency contract, it's paid for itself ten times over.

And if it doesn't deliver? Full refund. Plus $500 toward your travel. That's the Tailfeather Guarantee. The risk is literally zero.

Secure My Spot - $2,500

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

Harry

Hey {{first_name}},

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

I know life gets busy. No hard feelings.

If you've changed your mind and still want in, reply to this email. If there's still a seat available, I'll hold it for you for 24 hours. No guarantees, but I'll do my best.

If the timing just isn't right, I'd recommend starting with the free Hawk Academy course at hawkacademy.co. Over 3,400 business owners are already inside learning SEO and AI Search fundamentals. It's completely free and it's a solid head start for whenever you're ready.

Either way, you were accepted for a reason. Your business is at the right stage for this. When the next round opens, you'll have priority. No need to reapply.

Harry

Hey {{first_name}},

Payment received. You're officially locked in for the Hawk Academy Workshop in {{workshop_city}}.

The details:

• Date: {{workshop_date}}
• Time: 9:00 AM to 5:00 PM, both days
• Venue: {{venue_name}}, {{venue_address}}
• Parking: {{parking_details}}

I've attached a calendar invite. Add it now so it doesn't slip.

Your one task right now:

Make sure you can log into your website's CMS (WordPress, Shopify, Wix, whatever you use). Just check you can access the backend and edit pages. If your password is lost, reset it today while you're thinking about it. That's it. Two minutes.

I'll send you a full tech prep checklist closer to the day, but getting your login sorted now saves you stress later.

You'll get a few emails from me over the next few weeks. Not marketing. Actual prep. A tech checklist, a quick win you can try on your site, and an intro to the other people in your cohort.

If you need to reach me before the workshop, just reply to this email.

See you in {{workshop_city}}.

Harry

[Calendar Invite Attached: Hawk Academy Workshop - {{workshop_date}}]

Hey {{first_name}},

Here's something from the workshop playbook. Takes 15 minutes and gives you a head start on what we'll build together.

The "Service + Suburb" Audit:

1. Open Google. Search for [what you do] + [where you do it] (e.g. "plumber Geelong" or "physio Bondi Junction")
2. Are you on page one? If not, check if you even have a dedicated page for that combination on your site
3. Now try 3 to 4 variations. Different suburbs, different services
4. Write down every combination where you're NOT on page one but should be

That list? That's your hit list for day one of the workshop. Those are the pages we're going to build together, live, on your site, using Claude to do the heavy lifting.

Most businesses I audit have 10 to 30 of these gaps. Each one is a page that could be bringing in leads right now but isn't. That's what we fix.

Come to the workshop with that list and you'll be building from minute one.

Harry

Hey {{first_name}},

Wanted to share some numbers so you know what's possible.

The methodology we teach in the workshop is the same one our agency uses for clients like Officeworks, QuickBooks, and Bondi Sands. Here's what it's done:

• Officeworks: 60% increase in organic traffic
• QuickBooks: 116% non-brand traffic growth across APAC
• Bondi Sands: 94% keyword growth in the Australian market

[LOCAL BUSINESS EXAMPLES - Harry to populate with 2-3 small business results similar to workshop attendees]

These aren't tricks or hacks. It's a structured approach to technical SEO, content strategy, and AI tools. Exactly what you'll build in the workshop, on your own site.

The difference between hearing about SEO and actually building it yourself is everything. That's what the two days are for.

Harry

Hey {{first_name}},

Workshop's in two weeks. Here's a quick checklist so you're not spending the first hour of day one setting up accounts.

The 10-minute checklist:

• Website CMS access. Log in, make sure you can edit pages. WordPress, Shopify, Wix, Squarespace, whatever you use.
• Google Search Console. Go to search.google.com/search-console. If your site is there, you're good. If not, don't stress. We'll set it up, but it's faster if it's already linked.
• Google Analytics. Same deal. analytics.google.com. Check you can see your data.
• Claude account. Go to claude.ai and create a free account if you don't have one. We'll be using this throughout both days.
• Laptop charged + updated. Run your system updates NOW. I've seen someone lose 45 minutes to a Windows update on day one. Don't be that person.
• Phone hotspot. Venue has wi-fi, but always have a backup.

If you hit a wall on any of these, just reply to this email. My team will sort it before the day.

Harry

Hey {{first_name}},

One week out. Wanted to give you a sense of who's in the room.

Your {{workshop_city}} cohort:

[DYNAMIC CONTENT - populate with anonymised or first-name summaries of confirmed attendees, e.g.:]

• A cafe owner in {{suburb}} who's been paying $3K a month to an agency and wants to understand what they're actually getting
• An ecommerce founder selling {{product_type}} who's 100% reliant on Google Ads and wants organic traffic
• A {{service_type}} with 3 locations who's never done SEO but knows they're leaving money on the table
• A tradesperson who built their business on word of mouth and wants to show up when people search

[8-12 anonymised descriptions total]

You're going to be sitting next to people in the exact same position as you. Different industries, same challenge: how do I get found online without paying for every click?

Some of the best stuff that comes out of these workshops isn't just the SEO. It's the connections. You'll be in a room with 29 other business owners who are all serious enough to show up and do the work.

See you in 7 days.

Harry

Hey {{first_name}},

Tomorrow's the day. Here's everything you need.

Logistics:

• Doors open: 8:30 AM
• We start: 9:00 AM sharp
• Venue: {{venue_name}}, {{venue_address}}
• Parking: {{parking_details}}
• Lunch: Provided both days. Reply now if you have dietary requirements.

Bring:

• Laptop (charged)
• CMS login
• Google Search Console access
• Your "Service + Suburb" hit list from the email I sent you (if you did it. No stress if not)

Quick FAQ:

What if I need to leave early?
We'd rather you didn't. The afternoon sessions build on the morning. But if something comes up, let us know. We'll make sure you get the materials and can catch up in the 6-month support.

Should I bring anything besides my laptop?
Nope. Playbooks are printed and waiting for you. Power boards at every desk. Just bring your laptop, your logins, and yourself.

Is there a dress code?
No. Wear whatever you're comfortable in. I'll be in a black t-shirt. As always.

What's the vibe?
Thirty people, all building. It's focused but it's not tense. Think workshop, not exam. You'll be doing real work on your real business alongside people in the same position as you.

I've run these workshops enough times to know: the people who show up ready to work walk out with something genuinely valuable. You're one of thirty people in that room tomorrow. Make the most of it.

See you at 8:30.

Harry

{{first_name}},

Doors open at 8:30. Coffee's on. We start at 9.

Bring your laptop. Bring your logins. We handle the rest.

By lunch today you'll have pages live on your site. That's not aspirational. That's literally the plan.

See you soon.

Harry

Hey {{first_name}},

Thanks for applying for the Hawk Academy Workshop. I appreciate you putting your hand up. It tells me you're serious about growing your business through search.

I want to be honest with you: after reviewing your application, we don't think the workshop is the right fit for you right now.

That's not a reflection on you or your business. The workshop is designed for a specific stage. Business owners who already have a website, some traffic, and are ready to build an SEO strategy on top of that foundation. From what you've told us, there's a better place to start.

Here's what I'd recommend:

Start with the free Hawk Academy course at hawkacademy.co. It's completely free. Over 3,400 people are already in there learning the fundamentals of SEO and AI Search. It covers:

• How search engines actually work
• Basic technical SEO you can fix yourself
• Content strategy fundamentals
• How to use AI tools for search

It's the same foundation we build on in the workshop. Just self-paced and free.

{{business_name}} has potential. I mean that.

This isn't a no forever. Once you've worked through the fundamentals and your business is at a point where the workshop would genuinely move the needle, we'd love to have you apply again. The workshop runs in multiple cities throughout the year.

If you have any questions, reply to this email. I read everything.

Harry Sanders
CEO, StudioHawk
Founder, Hawk Academy

Hey {{first_name}},

Good news and bad news.

Good news: your application was strong. You're exactly the kind of person this workshop is built for.

Bad news: the {{workshop_city}} workshop is full. Thirty seats, all taken.

Here's what I'd like to do. I'm putting you at the top of the list for the next workshop. As soon as we lock in dates, you'll be the first to know and you'll get priority acceptance. No need to reapply.

In the meantime, get a head start with the free Hawk Academy course at hawkacademy.co. Over 3,400 people are already in there. The more you know going in, the more you'll get out of the two days.

I'll be in touch as soon as the next round opens up.

Harry

Hey {{first_name}},

That was a big two days. Well done.

Here's everything you need going forward:

Your resources:

• Your workshop playbook (the one you built). Keep it. It's yours.
• All slide decks and reference materials: [link to shared drive]
• Recording of any demo sessions: [link if applicable]

Your 6-month support starts now:

• Join the community here: [link to community platform]
• Weekly advisory calls: every {{day_of_week}} at {{time}} AEST. First one is next week.
• Post any question, any time. We aim for same-day or next-day responses.

The work you did in that room is real. Pages are live. Strategy is mapped. Now the job is to keep building on it, and that's exactly what the next six months are for.

If anything's broken, unclear, or you just want to talk through next steps, reply to this email or post in the community. We're here.

Proud of the work you put in.

Harry

Hey {{first_name}},

It's been a few days since the workshop. Wanted to check in.

Three things to do this week if you haven't already:

1. Check your pages are still live and indexed. Go to Google, type site:{{website_url}} and make sure your new pages show up. If they don't, post in the community and we'll sort it.
2. Join your first advisory call. It's this {{day_of_week}} at {{time}} AEST. Even if you don't have questions yet. Showing up keeps momentum. [Link to call]
3. Post your first question or win in the community. Doesn't matter how small. The people who engage in the first week get the most out of the six months. That's just the pattern.

If you're stuck on anything, reply to this email. That's what we're here for.

Harry

Hey {{first_name}},

It's been a month since the workshop. Time for a quick pulse check.

By now, you should be seeing:

• Your new pages indexed in Google (check Search Console, then Pages)
• Initial impressions and possibly early clicks (Coverage, then Performance)
• A clearer picture of which keywords are starting to move

If you're NOT seeing that, don't panic. But do post in the community or jump on the next advisory call. A month is enough time to spot if something's off, and we'd rather fix it now than three months from now.

Quick reminder: you've got five more months of support. Use it. The people who check in regularly, ask questions, and keep building are the ones who see real results by month six.

How's it going? Reply and let me know. Even a one-liner. I read every one.

Harry

Hey {{first_name}},

Six months ago you walked into a room with 29 other business owners and built something from scratch. Today, your support period officially wraps up.

Before it does, I want to ask you two things:

1. How did it go?
Seriously. I want to know. What worked? What didn't? What surprised you? Reply to this email with as much or as little as you want. Every response helps us make the next workshop better.

2. Would you leave a quick testimonial?
If the workshop made a real difference for your business, I'd genuinely appreciate a few sentences about your experience. You can reply to this email or fill out this quick form: [testimonial form link]

Your words help the next person who's sitting where you were six months ago, wondering if it's worth it.

What happens now:

• Your community access stays active for another 30 days (wind-down period)
• Advisory call recordings stay available permanently
• If you want to continue with more advanced support, StudioHawk offers ongoing SEO consulting. Reply and I'll connect you with the right person on my team
• The next workshop round is opening soon. If you know someone who'd benefit, send them to hawkacademy.co/workshop

It's been a good six months. Thanks for trusting us with your business.

Harry

Hey {{first_name}},

We had your seat set up this morning and you weren't there. Hope everything's okay.

I don't know what came up, and you don't owe me an explanation. But I don't want you to miss out on what you signed up for.

Here's what I can offer:

• Transfer your spot to the next workshop in another city or date. No extra cost, no reapplication. Just reply and we'll sort it.
• If something's changed and you can't make any workshop, let us know and we'll work out next steps. The Tailfeather Guarantee covers attendees, but we'll treat you fairly regardless.

Just reply to this email and tell me what works for you.

Harry