Hammer Them: the 72 hours before the call.

0-5s: "Here's exactly what's in the free audit, so nothing on the call is a surprise." 5-40s: Three things. A score on six signals, the ones the engines use to decide who to recommend, each one green, amber or red. A list of the actual answers where a competitor is named instead of you, with the query and the engine. And three moves, in the order to do them. That's the document. It's about four pages. 40-55s: "We build it before we speak, so the thirty minutes is spent on what to do about it, not on gathering information."

Kills: "what am I actually getting". Screen: the scorecard, the citation list, the three moves, as real pages. No pitch.

0-5s: "Sylvane in Atlanta went from being ignored by the answer engines to being cited six hundred and twenty-one percent more. Here's what actually changed." 5-45s: Nothing about their rankings. We changed what the engines could read: structured the product pages so a machine could lift an answer out, published the comparison content buyers actually ask for, and got the site corroborated in the places the engines already trust. Six signals, worked in order. 45-55s: "The number's on the case study. The method's the same one we grade you against."

Kills: "is the big number real, and is it luck". Show the case-study page. Numbers exactly as published.

0-5s: "People ask how we know which answers name a competitor and not you. Here's the method, it's not magic." 5-45s: We take the questions your buyers actually ask, forty to a hundred of them in your category and your region, run them through ChatGPT, Perplexity and Google's AI, and log every business each answer names. Then we look at why: what those sites publish that yours doesn't, and where they're cited that you're not. That's the gap, query by query. 45-55s: "You'll see the raw list on the call. It's usually the part people photograph."

Kills: the second-layer "how do you actually do that". Screen: a real query list and the answer log, competitor names blurred.

0-5s: "A fair question before a call: if we did say yes, what does that actually look like?" 5-45s: A monthly retainer, a named strategist, and the three moves from your audit as the first ninety days. You see the same scorecard every month, so you know whether the needle moved. No lock-in beyond the initial term, and if your own team wants to run part of it, we'd rather that than pretend we're the only option. 45-55s: "But that's a conversation for after the audit, not before. First we find out if there's a gap worth closing."

Kills: the unasked "what happens if I say yes". SOP-02: sell the next step, not the end result, so the call stays the point. Keep it plain; no pricing on video.

0-5s: "Does the platform matter? Shopify, WordPress, Webflow, something your nephew built in 2016?" 5-45s: For the audit, no. The six signals are about what the engines can read and trust, not what it's built on. For the fixes, sometimes. A couple of the moves are easier on some platforms than others, and we'll say which on the call. Nothing in the plan requires rebuilding your site. 45-55s: "If it's live and it loads, we can grade it."

Kills: a quiet technical worry that stops people applying. Calm, instructional.

0-5s: "Good. Keep them. This isn't a pitch to turn your ads off." 5-45s: Ads are rent: they work the day you pay and stop the day you stop, and your cost per lead is up seventy-two percent since 2022, forty dollars to seventy. That's fine while it's fine. The audit is about the other channel, the one where a machine names two or three businesses when someone asks, with no auction. Most businesses that run ads well have never checked whether they're in that answer. 45-55s: "Bring your cost per lead to the call. The plan gets priced against it."

Kills: the paid-first owner's "why would I need this". Concede in the first line. WordStream figures only.

0-5s: "If your rankings are fine, this is the one video to watch before the call." 5-45s: A ranking is where you sit on a page of ten links. More of your buyers never reach that page now. They ask a machine, it names three businesses, they call one. Your position three is real, it's just read by fewer people every month, and the report can stay green while the channel under it moves. We measure the thing the report doesn't: whether you get named. 45-55s: "On the call we'll show you both numbers side by side."

Kills: the "why are we even talking" objection from a well-ranked business. Flat delivery, no drama.

0-5s: "A lot of the businesses we speak to have paid for SEO before and can't point to what it did. That's usually not the SEO's fault." 5-45s: It's usually the measurement. Ranking reports don't tell you whether a customer arrived, so 'it didn't work' often means 'nobody could show me it did'. The audit measures the output: where you're named, where a competitor is, and what that's worth. If it turns out the old work was fine, you'll see that too. 45-55s: "Either way you leave with a number you can hold anyone to, including us."

Kills: skepticism from a past bad experience. Validate the concern, reframe the cause. Never blame the previous agency by name.

0-5s: "First Fence of Georgia. Fences and gates, local service area, real customers who need something built this month." 5-45s: Their top-three rankings went up a hundred and seventy-two percent on the same six signals we run for Samsung. The engines don't care how big you are. They care whether they can read your site, trust it, and lift an answer out of it. A local business that gets that right gets recommended in its area, and nobody can outbid it for the spot. 45-55s: "If you're past a million a year with a live site, you're the size this is for."

Kills: "this is for big brands". The bar is stated as fact, not as a warning.

0-5s: "One thing that saves everyone a second call: bring whoever else has a say in the decision." 5-40s: The audit produces a plan with three moves in order. If the person who signs off on marketing spend isn't on the call, you'll spend the next week explaining it to them from memory. If they are, they hear it from the strategist, ask their own questions, and you both leave with the same picture. 40-50s: "Camera optional, nothing to prepare. Just the right people in the room."

Kills: the decision-maker gap that turns one call into two. The page already says it; the video makes it a request from a face.

0-5s: "The first five minutes of the call are you talking, not us. Here's what we'll ask." 5-40s: What's the number one thing you want out of this, in your words: more leads, less ad spend, a specific competitor you keep losing to. And how soon you want it handled. The scorecard doesn't know either of those, and the three moves change depending on the answers. 40-50s: "If you answered the two questions on the confirmation page, we've already read them. If not, we'll ask."

Kills: "what will they ask me". Ties to the SOP-04 survey on the confirmation page.

0-5s: "After the call, you get a document. Here's what's in it and what isn't." 5-40s: Your scorecard on the six signals. The citation list, query by query. The three moves in order, with what each one takes. What's not in it: a proposal, a price list, or a countdown. If you want to talk about us running it, you'll ask, and we'll answer then. 40-50s: "Hand it to your own team, your agency, or nobody. It's yours."

Kills: "will I get pitched afterwards". Expectation-setting that also busts the sales-pitch objection a third time.

a slow scroll through the actual documents. All 182 pages of Google's Search Quality Evaluator Guidelines. The 2,500-plus pages of leaked Content Warehouse API documentation and its 14,014 attributes. The internal Google slides and sworn testimony from the US antitrust trial. A ranking patent, open, with the title visible.

Why it works: every agency says "we know how Google works". This is the only footage that proves someone read the source. It costs nothing, it cannot be faked convincingly, and it makes the next claim in the piece land as fact rather than opinion.

Where it goes: under any claim about how the machines decide. Specifically the "how we pull the citation gap" piece and "what the free audit actually contains".

that sentence, alone, as a full-screen card, credited beneath it: Google internal presentation, surfaced in the US antitrust trial. Then cut to Harry.

Why it works: it is Google saying the quiet part on the record, and it reframes the whole category in one line: the system measures the reaction around a document at least as much as the words inside it. Nobody in the market is using it.

Where it goes: the strongest possible opener for a second-layer piece, and the best single card in the library for a static reel.

Lawrence Hitches to camera, thirty seconds. He spent six years as one of the contracted human raters who grade results for Google and Bing against the Search Quality Evaluator Guidelines the framework is built on.

Why it works: this is the single most defensible credibility claim the agency owns and it is currently used nowhere. Not "we studied the guidelines", but "one of us was handed them and paid to apply them, for six years". It turns the six-signal framework from a marketing construct into something with a witness behind it.

Where it goes: the "what the free audit actually contains" piece, and it deserves its own piece. See C3 below.

the Format Leverage ranked bar chart, static, five bars, held for four seconds. Source card beneath: StudioHawk, 24 August 2026, 1,203,748 AI referral sessions across 600-plus businesses and 7.5 million classified pages.

Why it works: original research, published, quotable by name. A plain chart reads as data; an animated one reads as an ad, so do not animate it.

Where it goes: anywhere a format or content recommendation is made.

the manuscript or proof copy on a desk, hands turning pages, the notes section with its citations visible. Two or three seconds, no lingering.

Why it works: a book is the oldest credibility shorthand there is and it survives sound-off. It also quietly answers "is this person actually an authority or just running ads".

Where it goes: as a two-second cutaway inside any long-form piece. Never as a hook, because leading with a book reads as selling a book.

the foreword page, with the author's line visible: the founder of iProspect, the first search engine marketing firm, which grew into a global agency of 8,000 people across 93 markets.

Why it works: borrowed authority from the person who invented the category, and he wrote it voluntarily. One card, no voiceover needed.

Where it goes: long-form layer only. It needs the context of a longer piece to mean anything.

one shot, not a montage. Forty-plus industry awards, Forbes 30 Under 30, B&T Entrepreneur of the Year, and Agency Leader of the Year at the US Search Awards 2026 for Sophie Brannon, who leads the US arm.

Why it works: it is real and it is checkable.

The warning matters more than the asset: SOP-35 is explicit that the bigger the claim, the lower the quality of the person it attracts. Awards persuade peers and impress nobody who is deciding whether to spend money. Use one card, once, in the middle of a piece, never as a hook and never as a sequence.

Where it goes: the "we tried SEO before and it didn't work" objection piece, where the question underneath is "are you actually different".

a real account, real numbers, cursor moving, no zoom-and-swoosh. Clarks: number one for "school shoes" at peak season, first-page visibility on 90 percent-plus of targets, 101 percent year-on-year lift in organic revenue. Woodbury Furniture: referring domains up 52 percent, branded clicks up 93 percent year on year, 40-plus editorial placements including the AFR and news.com.au.

Why it works: a moving cursor over a real dashboard is the cheapest proof-of-life signal in direct response, and both of these results are already published in the book, which means they are cleared.

Where it goes: under "where the 621 percent came from" and every objection piece.

a real prompt, typed live, where the answer names a StudioHawk client. Let it stream. Do not speed it up and do not cut the pause before the names appear.

Why it works: it is the product demonstrating itself. Everything else on this page is a claim about a result; this is the result happening on camera.

Where it goes: everywhere. This is the highest-value single asset on the list and it should be re-shot monthly, because the answers change and a stale screenshot is a liability.

a plain quote card. "The team came up with creative PR and SEO campaigns that got people actually talking about our brand." Ashlie McKinnon, General Manager, Woodbury Furniture.

Why it works: it is the one named, attributed client quote already published in the book, so it needs no fresh approval. Every other testimonial in this funnel is still blocked on getting quotes in writing; this one is not.

Where it goes: the testimonial carousel on the formats page, which is otherwise entirely blank, and as a mid-piece card in the objection layer.

The reason: the agency's best client arrived the exact way the agency tells clients they should be arriving. No ad, no referral, no conference handshake. A machine that had never spoken to StudioHawk decided they were the name worth saying, and one of the largest companies on earth acted on it.

"The best client we never pitched arrived through a chatbot. Samsung. No ad, no referral, nobody in the room who knew us. Somewhere between a question typed into a chat box and the answer that came back, a machine decided we were the name worth saying. That is the entire thing we do for clients, and it is how we got the biggest one on our own list. On the audit we show you what it would take for that to happen in your category."

B9, then B1.

Why it is first: this is the strongest credibility story in the whole arsenal and it is currently used nowhere. It is proof and demonstration in the same sentence, and it pre-empts the "do you actually do this yourselves" objection before anyone raises it.

The reason: separates the agency from everyone repeating industry assumptions. The ranking patents, the antitrust testimony, 2,500-plus pages of leaked API documentation, all 182 pages of the rater guidelines, then tested against 1.2 million AI referral sessions across 600-plus businesses.

"Everybody has a theory about AI search. We went and read what Google wrote down." Then the list, on screen, one document at a time. Close: "Where we make a claim about how the machines decide, it is built on what Google wrote down or on our own data. Not on industry assumptions. Free audit, thirty minutes, and you keep the plan."

B1 throughout, B4 at the close.

The reason: the framework has a witness. Lawrence spent six years as a contracted human rater applying the same Search Quality Evaluator Guidelines the six-signal framework is built on.

Lawrence to camera. "For six years, Google and Bing paid me to grade their results. Same 182-page manual the whole industry speculates about. I did not have to guess what it says, I had to apply it." Then Harry: "That is who built the scorecard we run on your site."

B1 under Lawrence's line.

Note: this is a second face in the library, which SOP-25 supports for the second layer. It also makes the agency look like a firm rather than a founder, which is the objection sitting under "we tried SEO before".

The reason: a single quote does the entire category reframe. "We do not understand documents. We fake it. If a document gets a positive reaction, we figure it is good."

read the quote, name the source, then: "That is Google, internally, explaining ranking to its own engineers. It is why the web pointing at you matters more than what you say about yourself, and it is the half of this most sites have never worked on."

B2, then B1.

Warning: quote it exactly and credit it exactly. The strength of this piece is that it is verifiable, and paraphrasing it destroys the only thing it has.

The reason: for the segment that has heard enough talking. Clarks and Woodbury, real screens, cursor moving, numbers on the card as they appear.

almost none. "Clarks. Number one for school shoes at peak season. 101 percent year on year in organic revenue." Beat. "Woodbury. Referring domains up 52 percent, branded clicks up 93." Beat. "Same six signals. Free audit."

B8 throughout, B10 as the final card.

The reason: the founder story, told flat. StudioHawk was started in 2015 by a seventeen-year-old who was homeless at the time, and is now 120-plus specialists across Australia, the UK and the US.

no swelling music, no hero framing. "I started this at seventeen. I did not have anywhere to live at the time. Eleven years later it is a hundred and twenty people in three countries, and it is still the only thing I do."

B5, one card of B7, nothing else.

Warning: this is the piece most likely to be filmed badly. SOP-35 bans hype and audacious claims, and a founder story is where hype creeps in. Told flat it builds trust; told as an origin myth it does the opposite, and it will pull exactly the wrong audience.

The full build needs 100 people in the pool. Run the SOP-06 small version now, film the library either way, and switch the week the pool clears 100.

No US SMS until registered. Everything above degrades to email until then, and the show-rate gain SOP-32 promises is mostly a text-message gain.

The webinar recording and the book exist; whether the recording is cut into usable 10 to 15 minute sections, and which podcasts Harry has guested on, has not been checked. Five pieces is the floor.

Every result in the emails and pieces is published on the confirmation page. The cost-per-lead figures are WordStream/LocaliQ's, 2022 to 2025 ($40.74 to $70.11, up 72 percent), and the 68 percent AI Overview click drop is Seer Interactive, September 2025. Both are sourced in the SOURCE manuscript's Notes. The floating 57 percent figure is superseded and is not used anywhere on this page.