The webinar board has been telling you to run this library for weeks. Its retargeting note reads "Formats 4 and 5, plus the Hammer Them library", and that library did not exist in webinar form: all twelve pieces are written around the call, "nothing on the call is a surprise", "the free audit". None of them can run on a paid event, because the commitment is different and so are the objections. Sixteen pieces here, across the four windows an event leaks through, filmed vertical in the same session as everything else on the webinar film day. The case for it is stronger here than on the call funnel: the gap between committing and attending is weeks rather than 72 hours, a seven dollar ticket does almost no committing work, and a two day event has two separate attendance events to lose people at.
Not strictly Hammer Them, because nobody has committed yet, but it is the same shape and it runs off the same shoot. These answer the six objections that stop a registration on a seven dollar paid event, which are not the objections that stop a booked call. Exclude anyone who has registered.
0-5s: "Straight answer, because you are wondering. Is the two days a pitch?" 5-40s: There is an offer at the end of day two. I am telling you that now so you can decide with it in front of you instead of finding out at the end. Everything before it is the method, the same six signals we grade paying clients against, and the toolkit is yours either way. Most events like this do not say that upfront, which is exactly why they feel like a wasted afternoon. 40-52s: "Seven dollars. September twenty-three and twenty-four, midday Eastern. Live only."
Kills: "this is a three hour ad". Screen: the agenda on one card while you say what the offer is. No urgency in the voice on the last line, it is information.
0-5s: "If you want to know what you are actually getting for seven dollars, here it is." 5-45s: Day one is diagnosis. The six signals that decide whether a search engine or an AI recommends you, and how to read your own site against each one. Day two is the fix, in order, and the part most people have never been shown: how to make a page a machine will quote instead of skim. You leave with the scorecard, the prompt set and the ninety day plan template. 45-55s: "September twenty-three and twenty-four, midday Eastern, live only."
Kills: "what is this actually". Screen: the two agendas side by side, then the three toolkit documents as real pages. This is the highest-intent piece in the pre-registration set, give it the most budget.
0-5s: "Why seven dollars and not free? Fair question, and the answer is not what you think." 5-40s: Free events are half empty, because nothing costs anything to skip. Seven dollars will not cover the time, it is not meant to. It is there so the people in the room are the ones who actually turn up, which means I can teach at the level you need instead of the level a cold room needs. If seven dollars is the reason you do not come, this was never going to be for you anyway. 40-50s: "Seven dollars, two days, live only. September twenty-three and twenty-four."
Kills: "what is the catch". Screen: nothing but Harry. This is a trust piece and a graphic weakens it. Say the last sentence flatly, without challenge in the voice.
0-5s: "Would this even work for my business? It is the question I get most, so here is the honest version." 5-45s: We run this for a phone case brand, a shoe retailer, a race track and a bookkeeping firm. The six signals are the same in all four. What changes is which one is broken. The one thing that does matter is scale: if you are doing at least a million a year you have enough happening for this to move money. Under that, come anyway, but the fixes will take longer to show. 45-55s: "September twenty-three and twenty-four, midday Eastern. Seven dollars."
Kills: "this is for bigger companies than me" and "this is for e-commerce only". Screen: four category cards, no logos. Naming categories rather than brands lets them find themselves in the list instead of being impressed by it.
0-5s: "You already have someone doing search. So why sit through two days about it?" 5-45s: Because you are about to be able to grade them. Two days from now you will know which of the six signals your site is failing and which of them your agency has actually touched. That is either the most reassuring thing that happens to you this month, or it is the conversation you have been putting off. Either way you stop guessing, and I am not going to spend two days telling you to fire anyone. 45-55s: "September twenty-three and twenty-four, midday Eastern, live only."
Kills: "we are covered". Screen: the six signal scorecard with two ambers. Do not attack the incumbent, the corpus is clear that only 8% say it out loud even though most are thinking it. Hand them the question, do not ask it for them.
0-5s: "It is midday Eastern, both days, and there is no recording. Here is why, because it is a fair thing to be annoyed about." 5-40s: A replay turns a room into a video, and a video gets half watched at one and a half speed while you answer email. I would rather have forty people who are actually there than four hundred who meant to watch it. You can ask questions, and you will get answers, which is the entire reason to do it live. 40-52s: "September twenty-three and twenty-four, midday Eastern. If that genuinely does not work, there is a cohort every month."
Kills: "I will catch the replay", which is the single biggest reason a registrant never becomes an attendee. Screen: a clock and the two dates, nothing else. This one also runs post-registration, it is the only piece in the set that serves both windows.
The real SOP-02 window, and the one that decides whether any of this was worth buying. Show rate is where a paid event leaks, and a seven dollar ticket does not do the committing work a real price would, so the creative has to. Exclude anyone who has attended day one.
0-5s: "You registered. Do one thing right now, before you close this." 5-35s: Put both days in your calendar, block ninety minutes each, and mark them busy so nothing gets booked over the top. Not a reminder, an actual block. The people who do not show up are almost never the people who changed their mind, they are the people who got a meeting dropped on the same slot three weeks later. 35-45s: "Two blocks. Ninety minutes each. September twenty-three and twenty-four, midday Eastern."
Kills: the calendar conflict, which is the most common cause of a no-show and the easiest to prevent. Screen: a real calendar, blocks being dragged in, marked busy. Serve this within an hour of registration and again the day before. Shortest piece in the set, keep it under 45 seconds.
0-5s: "Come with something to work on, or the two days will be interesting instead of useful." 5-40s: Bring your own site, and bring the three search terms you would most want to be recommended for. Not keywords, the sentences a real person would type. We grade live against the six signals, and if you have those three ready you will leave with your own scorecard rather than an example of one. 40-50s: "Three terms, your own site, September twenty-three, midday Eastern."
Kills: passive attendance, which is the thing that makes people drop off halfway through day one. Screen: a notes app with three sentences typed in it. Making them prepare something is itself a show-rate lever, per SOP-18.
0-5s: "If someone else runs your marketing, forward them this and get them in the room with you." 5-40s: The reason is boring and it is the whole thing. You will hear the six signals and decide what matters. They will hear the same two days and know which ones your site is failing, because they are the one inside it. Sitting through it separately is how a good plan dies in a handover. Sitting through it together is how you leave day two with the same list. 40-50s: "Both of you. September twenty-three and twenty-four, midday Eastern."
Kills: the handover gap. Screen: two seats. This is the owner and marketing manager pairing from the call data, applied to the room instead of the script, and it raises attendance twice over because two blocked calendars are harder to overwrite than one.
0-5s: "The scorecard, the prompt set and the ninety day template are already yours. Go and look now." 5-40s: They are in the confirmation email. I am telling you before the event rather than dangling them at the end, because I would rather you turn up having read the scorecard than turn up to collect it. Open the scorecard tonight. Ten minutes. You will arrive on day one already knowing which two signals you are worried about, and the whole thing lands differently. 40-50s: "September twenty-three, midday Eastern."
Kills: "I will get the materials anyway". Screen: the three documents, real pages, scrolling. Giving the toolkit early is counterintuitive and it is right: reciprocity is a show-rate mechanism and withheld material is not.
0-5s: "Six minutes of homework, and it will probably annoy you." 5-40s: Open ChatGPT. Ask it who it recommends for the thing you sell, in your city. Then ask it why. Then ask it what it would take to be on that list. Write down what comes back. That is your starting position, and on day two you will fix the exact gap it just described to you. Almost nobody does this and it is the difference between watching and working. 40-52s: "Three prompts. September twenty-three and twenty-four, midday Eastern."
Kills: showing up cold. Screen: the three prompts typed live, answers streaming, unedited, including the part where it names a competitor. Do not speed it up. This is the product demonstrating itself and it is the strongest asset in the post-registration set.
0-5s: "One number, so the two days feel worth ninety minutes of your week." 5-40s: Nine and a half billion visits a month across the AI tools now, up seventy percent in a year. That is Similarweb measuring it, not us. We measured the other half: one point two million AI referrals across six hundred businesses, and which pages actually get cited. That is what the two days is built on. Not opinion, and not a theory about where this is going. 40-50s: "September twenty-three and twenty-four, midday Eastern."
Kills: "is this speculative". Screen: the Similarweb attribution as a plain source card, then the Format Leverage bar chart. Attribute Similarweb out loud every time, the strength of the number is that it is someone else measuring a market rather than a vendor measuring itself. No animation on the chart.
A two day event has two attendance events and the drop between them is usually steeper than the first. Serve the evening of day one and again ninety minutes before day two, then stop.
0-5s: "You came to day one. Day two is the half that changes anything." 5-40s: Yesterday you found out which of the six signals your site is failing. Today is what to do about each one, in the order that matters, and the part nobody teaches: how to build a page a machine will quote instead of skim. If you stop at day one you have a diagnosis and no treatment, which is genuinely worse than not knowing, because now you will think about it every week. 40-50s: "Midday Eastern. Same link."
Kills: the day one to day two drop, which is the steepest in a two day event and currently has no creative against it. Screen: yesterday's scorecard with the red rows, then today's agenda. Serve the evening of day one and again ninety minutes before day two.
0-5s: "If you actually did the exercise yesterday, you have a half-built asset sitting there." 5-35s: You mapped your six signals and found the two that are red. Today we take them and build the fix live, on your own site, in the session. That is not a thing you can catch up on afterwards, because the whole point is doing it while someone who does this every day is watching. 35-45s: "Midday Eastern. Bring what you made yesterday."
Kills: "I got the gist". Screen: a half-completed scorecard, honestly half completed. Loss aversion is the right lever here and it only works because it is true, they really do have unfinished work.
SOP-06. Fourteen days, then stop: past that it is not recovery, it is nagging someone who has already told you no by not turning up.
0-5s: "You booked day one and something got in the way. Happens, and there are two ways out of it." 5-35s: Day two is still on, midday Eastern, and it stands on its own better than you would expect, because it is the practical half. Or tell us and we will move you to next month's cohort, no charge twice. What I would not do is nothing, because the scorecard is already in your inbox and it will sit there unread until this is in a calendar again. 35-45s: "Day two, midday Eastern. Or reply and we will move you."
Kills: the quiet write-off after a missed session. Screen: the two options as two cards, nothing else. HARRY, CONFIRM BEFORE FILMING: this promises a free move to the next cohort. It is the right offer and it costs nothing on a seven dollar ticket, but it is an operational commitment and it is not mine to make. Say the word and it stays, say no and the line comes out.
0-5s: "You missed it. There is one every month, and the honest question is whether you will make that one." 5-40s: Nothing about your site changed while you were not there. The pages a machine cannot read are still unreadable, the competitor being named instead of you is still being named. That is not a guilt trip, it is just the situation, and it is the same situation next month except a month further in. Same two days, same seven dollars, same live only. 40-50s: "Next cohort is in the link. Block it this time."
Kills: the drift from missed to forgotten. Screen: the next dates. Flat delivery, no reproach in the voice, the line about nothing having changed does the work on its own and it stops working the moment it sounds like a telling off. Serve for fourteen days after the missed cohort, then stop.