VSL Script — Video Sales Letter

Here's what's happening right now.

Google Ads cost per lead has gone from forty-four dollars to over seventy dollars in three years. That's across almost every industry. Nineteen out of twenty-three industries saw increases last year alone.

At the same time, Google rolled out AI Overviews — those AI-generated answers at the top of search results. And they've crushed paid ad click-through rates by sixty-eight percent. Fewer people are clicking your ads, but you're paying more for each one.

And it's not just Google anymore. Your customers are searching in ChatGPT. They're searching in Perplexity. They're asking AI for recommendations instead of scrolling through ads. And here's what matters — there are no ads in AI answers. You cannot buy your way into those results. The only businesses showing up are the ones with strong organic content. If you don't have that, you're invisible to a growing chunk of your market.

So your cost is going up. Your returns are going down. The places people are searching are shifting. And if a hundred percent of your leads come from paid ads, you are one algorithm change or one budget cut away from zero.

That's not a strategy. That's a gamble.

And next year? It'll be worse. Every month you wait, the businesses that figured this out are pulling further ahead while you keep feeding the meter.

Now, the obvious answer is organic. Show up in Google results. Show up in AI answers. Build a channel where you don't pay for every click — and where you actually appear when someone asks ChatGPT or Perplexity for a recommendation.

But here's the problem. Most business owners I talk to have tried SEO. They hired an agency. They paid three, four, five thousand a month. And they got a monthly report full of graphs that went up and to the right — but their phone didn't ring any more than it did before.

Or worse — they got locked into a twelve-month contract with an agency that was doing templated work. Same strategy for the plumber as the physio as the ecommerce store. Copy, paste, invoice.

I've had people come to us who were paying five grand a month to an agency for two years. Sixty thousand dollars. And when we audited what was done? Barely anything. Some of it was copy-pasted from another client. That's not incompetence — that's theft.

I've seen these reports. I've seen what people are paying for. And honestly?

[PAUSE — beat of silence]

Most of it? You could learn to do yourself. And here's the thing that's changed — AI has completely levelled the playing field. The same tools I give my team of a hundred and twenty — Claude, AI-powered workflows — they can do in minutes what used to take an SEO specialist hours. That means you, a business owner with zero SEO experience, can now build what agencies charge six months of retainer to deliver. In two days. And actually understand what you built.

My name's Harry Sanders. I run Australia's largest dedicated SEO agency. Forty-two industry awards. Five hundred clients. Brands like Officeworks, QuickBooks, Bondi Sands. Forbes 30 Under 30. Fifteen years of doing this.

I'm not telling you that to flex. I'm telling you because the bigger the agency got, the bigger the clients we worked with — and the less it made sense for us to take on small businesses. I got sick of knocking them back and watching them get burned by someone else. So I thought — I can't take them on as agency clients. But I can build something that teaches them to do it themselves.

That's what this is. Fifteen years of figuring out what works — handed to you in two days, with AI doing the heavy lifting. Not as a course. Not as an agency pitch. As a workshop where we sit next to you and build it together.

This is the Hawk Academy Workshop.

It's a two-day, in-person, hands-on workshop. Thirty people maximum. You bring your laptop, and we sit beside you and build your SEO pages together — live, on your actual website.

We're not giving you a course to watch later. We're not handing you a PDF. We are physically in the room, pointing at your screen, helping you build pages that rank for what you actually do, where you actually do it, and for the people who are already searching for it.

And here's what makes this different from anything else out there. You're going to use Claude — the AI — to do the heavy lifting. Research, writing, structure, technical setup. The stuff that used to take an SEO specialist a full week? You'll do it in an afternoon. We'll show you exactly how to prompt it, exactly how to check the output, and exactly how to publish it. By the time you leave, you won't just have pages live — you'll have a repeatable AI workflow you can use every single week without us.

I'm talking about sitting down with your laptop at nine AM and by lunch having three pages live on your site that are targeting exactly what your customers are searching for. Not because you're an SEO expert — because the AI does the hard part and we're right there making sure it's done right. That's day one.

And then for six months after the workshop, you get access to our community. Weekly advisory calls with me and my team. Same-day responses to any question you post. Real-time updates on every algorithm change as it happens.

You walk out of day two with real pages, live on your site, built to rank. And you walk into six months of support while those pages start generating traffic.

Now, let me be clear about what this isn't.

This is not a course. There are a million courses. We even have one — Hawk Academy, completely free, thousands of people have gone through it. But let's be honest. You're a busy business owner. You downloaded it, maybe watched the first two modules, and then life happened. It's sitting in a tab somewhere. I know. That's the problem with courses.

This is also not an agency pitch. I'm not going to spend two days selling you a retainer. This is for people who don't need an agency. You're not at that level — and that's not an insult, that's a reality. Most businesses don't need to spend five grand a month on SEO. They need to understand the fundamentals, build the foundation themselves, and stop bleeding money on stuff they don't understand.

And right now? There's nothing in the market that actually helps you do that. Courses don't work because you never finish them. Agencies don't work because you can't afford the good ones yet. YouTube is a maze. AI tools are powerful but nobody's showing you how to actually use them for SEO.

That's the gap. Two days in a room, hands on your laptop, with AI doing the heavy lifting and a team that's done this five hundred times making sure you do it right. Plus six months of accountability so you actually keep going after you leave.

Nobody knows your customers better than you. Nobody knows your area, your niche, your competitors better than you. The first wave of SEO should be built by you. We just make sure you build it right.

And this isn't just for big brands. [LOCAL BUSINESS EXAMPLES — Harry to populate with 2-3 small/local business results, e.g. "We did this for [local tradie/cafe/clinic] — went from [X] to [Y] in [timeframe]. A business just like yours."] That's who this workshop is really built for. People who do this every day are in the room with you, helping you build it for your business.

Imagine this. It's three months from now. You open Search Console and you see pages you built — in that room, with your hands — ranking on page one. Traffic coming in that you're not paying for. Leads hitting your inbox from people who found you on Google, not because you bought an ad, but because you built something real.

That's not hypothetical. That's what happens when you do the work.

Now — I know what you might be thinking. "I'm not technical." You don't need to be. We sit beside you and walk you through every step. "Will this work for my industry?" We've done this across plumbers, physios, ecommerce, law firms, tradies — you name it. And "I don't have two days." I get it. But think about how many months you've already spent paying for something that isn't working. Two days to fix that is nothing.

Here's what you get.

Two-day in-person workshop. Six months of community access and accountability. Weekly advisory calls. A keyword and content plan built specifically for your business — the one we actually build together on day one. And the Claude AI workflow that lets you keep building pages in hours, not weeks, long after you leave the room.

It's twenty-five hundred dollars. Total. That's less than one month of what most agencies charge you for SEO you don't understand.

No upsells on the day. No lock-in after the six months. No hidden anything.

That's founders pricing — down from thirty-five hundred. First thirty people only. When those seats fill, the price goes up and it doesn't come back.

And if you show up, do the work, and feel like it wasn't worth it? Full refund. Plus five hundred toward your flights. That's the Tailfeather Guarantee. Zero risk.

We're running workshops in Melbourne and Sydney right now, with Brisbane, London, and Atlanta coming.

Thirty seats per workshop. We review every application to make sure everyone in the room is a business owner who'll actually get value from it — no tyre-kickers, no agency people trying to steal the playbook. Just people like you.

If what I've said resonates — if you're tired of paying more for less, if you've been burned by an agency, if you just want to understand how to get found on Google and AI without paying for every click — scroll down and apply.

At minimum, you walk out with pages live on your site, an AI workflow that keeps working for you, six months of support to keep you accountable, and the confidence to never wonder if your agency is ripping you off again.

You've been paying for guesses long enough.

Stop guessing. Start ranking.