Email Sequences — Final Version

Hey {{first_name}},

While your application is being reviewed, wanted to show you what the workshop actually looks like in practice.

These are real businesses — people who were in the same position you are now.

Gami Chicken — restaurant franchise, Melbourne. Twenty-one locations, none showing up properly on Google Maps. We claimed and optimised every listing, fixed inaccurate business info, and built local visibility from scratch. Result: 120% increase in Google Maps actions, 160% increase in map views. That’s more people finding them, calling them, and walking through the door.

Francesca Jewellery — retail, Hobart + Melbourne. Had physical stores but almost no online presence. Restructured the site for mobile-first, mapped search intent to product pages, and built out local SEO. Result: 245% increase in online sales, 167% increase in in-store purchases. The online work drove people to the physical shops.

Southgate Medical — GP clinic, Melbourne CBD. Previous SEO advice had actually broken their site — duplicate domains, broken links, the works. We fixed the foundation, consolidated everything with proper redirects, and optimised for local CBD searches. Result: 692% increase in business conversions, 89% immediate lift in organic traffic.

The methodology behind every one of those results is the same methodology you’ll learn in the workshop. The difference is you’ll be building it yourself, on your own site, with us beside you.

Your application is being reviewed right now. You’ll hear from me 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 — $3,500

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 work building real pages on YOUR site
• Hawk OS workflows — the same AI system our agency runs on — that 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 $3,500, down from $4,500. First thirty people only. When those seats fill, the price goes up and it doesn’t come back.

Secure My Spot — $3,500

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. $3,500 is a real decision. So let me put it in context.

Most business owners spend money on marketing they can’t measure. Google Ads they’re not sure are working. Content that doesn’t rank. Tools they signed up for and never opened. They spend before they understand what actually moves the needle. That gets expensive fast.

The workshop flips that. In two days, you’ll understand exactly how Google and AI Search work for your business. You’ll build real pages on your actual site. You’ll walk out with Hawk OS workflows you can repeat every week. And you’ll have six months of support to make sure it sticks.

That means whatever you do next — keep building yourself, bring in help, or scale up — you’ll make that call from a position of knowledge. Not guesswork. That’s worth a lot more than $3,500.

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 — $3,500

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 how to show up on Google and in AI Search. Completely free. 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 some numbers from businesses like yours.

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 Hawk OS to do the heavy lifting.

Most service 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. A plumber in Melbourne might offer 8 services across 15 suburbs — that’s 120 potential pages. Most have 5.

That’s what we fix.

This is a taste of what Hawk OS automates for you after the workshop — finding these gaps and building the pages, on repeat, every week.

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

Harry

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 “Product + Intent” Audit:

1. Pick your top 3 to 5 products (or product categories). Google each one the way a customer would — “best [product] Australia”, “[product] review”, “[product] vs [competitor]”
2. Are your product pages showing up? Is anyone else’s? Look at who’s ranking and what kind of page it is (blog, comparison, buying guide, product page)
3. Now try the same searches in ChatGPT or Perplexity. Ask “what’s the best [product] in Australia?” — are you being cited?
4. Write down every search where you’re NOT showing up but should be — and note what type of content is ranking instead of your product pages

That list? That’s your hit list for day one of the workshop. Those are the pages — buying guides, comparison pages, FAQ content, collection pages — we’re going to build together, live, on your site, using Hawk OS to do the heavy lifting.

Most ecommerce sites I audit have great product pages but almost nothing for the searches that happen before someone’s ready to buy. “Best moisturiser for dry skin” gets ten times the search volume of any specific product name. If you don’t have a page for that search, someone else is answering the question — and sending the customer to their store.

That’s what we fix.

This is a taste of what Hawk OS automates for you after the workshop — finding these gaps, mapping the intent, and building the content, on repeat, every week.

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 every day. Here’s what it’s done for businesses that look a lot like yours:

Gami Chicken — restaurant franchise, Melbourne. Twenty-one locations across Victoria, none of them showing up properly on Google Maps. We optimised every listing, fixed inaccurate business info, and built local visibility from scratch. Result: 120% increase in Google Maps actions. 160% increase in map views. More people finding them, calling them, walking through the door.

Francesca Jewellery — retail, Hobart + Melbourne. Had physical stores but almost no online presence. Restructured the site for mobile-first, mapped search intent to product pages, and built out local SEO. Result: 245% increase in online sales, 167% increase in in-store purchases. The online work drove people to the physical shops.

Southgate Medical — GP clinic, Melbourne CBD. Previous SEO advice had actually broken their site — duplicate domains, broken links, the works. We fixed the foundation, consolidated everything properly, and optimised for local searches. Result: 692% increase in business conversions. 89% immediate lift in organic traffic.

Waverley Forklifts — industrial equipment, Melbourne. Had over 100 pages de-indexed and barely any visibility for their core services. Restructured service pages, built location pages targeting Australian cities, and fixed the technical issues. Result: 555% increase in organic traffic. 414% increase in top-3 keyword rankings.

National Accounts — chartered accountants, Adelaide. Small firm competing against the big four. Pivoted from generic keywords to niche-targeting content creators and influencers. Built specialised landing pages. Result: 188% increase in organic traffic. 80% conversion rate on their target niche. Completely transformed their business model.

None of these are enterprise businesses with massive budgets. They’re local businesses with real constraints who got the fundamentals right. That’s exactly what the workshop is built for.

The difference between hearing about this stuff 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. You’ll be using Hawk OS throughout both days — a version of the same AI system our agency runs on. It runs on top of Claude, so you need the account. You’ll get Hawk OS access on the day.
• 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}},

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

{{first_name}},

Yesterday you built real pages on your real site. Today we finish the system.

Day two is where Hawk OS clicks. You’ll leave today with workflows you can run every single week — research, content, publishing — without needing us in the room.

Same time. Same place. Coffee’s on again.

See you at 8:30.

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.

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 and some traction, but aren’t getting consistent leads from Google or AI Search yet.

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 how to show up on Google and get found in AI Search. It covers:

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

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 learning how to show up on Google and in AI Search. 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.
• Your Hawk OS workflows (the ones you built in the workshop). Log in at [Hawk OS link] — everything you built is saved and ready to use.
• 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.

One quick favour: While it’s fresh, take 60 seconds to tell us how it went. This helps us make every workshop better. Quick feedback form (1 min)

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
• Your Hawk OS access stays active. We’re shipping updates regularly — new workflows, new AI Search features — and you’ll keep getting them
• If your business has outgrown DIY and you need a team behind you, my team at StudioHawk can pick up where you left off. Some of our best agency clients started in the workshop — you already speak the language, which means you’ll get more out of it than most. Reply and I’ll connect you with the right person
• 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}},

It’s been a year since the workshop. Wanted to check in.

By now, the pages you built should be doing real work — pulling in traffic, generating leads, compounding. If they are, that’s the whole point. You built that foundation yourself.

Two things:

1. Your Hawk OS access is still active. We’ve shipped a lot of updates since your workshop — new workflows, better AI Search features, faster research tools. If you haven’t logged in recently, it’s worth a look. The system keeps getting better.

2. Know someone who’s in the same spot you were a year ago? Business owner, decent site, not getting the leads they should from search? Send them to hawkacademy.co/workshop. Alumni referrals get priority acceptance and you’ll both get $250 credit toward any future workshop or event.

If you want to talk about what’s next for {{business_name}} — whether that’s building more yourself or bringing in the team — just reply. Always happy to chat.

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

Hey {{first_name}},

You started an application for the Hawk Academy Workshop but didn’t finish it. No drama — just wanted to make sure it wasn’t a tech issue.

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

If you’re still thinking about it, here’s the short version: two days, in person, 30 people max. You bring your laptop and we build real pages on your actual site together. Hawk OS workflows you keep using after. Six months of support. $3,500 at founders pricing.

The Tailfeather Guarantee means if it’s not worth it, you get a full refund plus $500 toward your travel. So the only risk is not finishing the application.

Finish your application

If the timing isn’t right, no hard feelings. You can always start with the free Hawk Academy course at hawkacademy.co — over 3,400 people already in there.

Harry