One live 90-minute session a month: the SOURC-E framework plus three Claude skills installed live, hosted by Harry, delivered by StudioHawk. Purpose: a qualified-lead pipeline into StudioHawk and Early Bird. This page is the single source of truth for marketing. Everything below is either built, ready to run, or flagged as a decision.
Based on the operator playbook: topic-tested ads in, qualified leads split two ways, SMS to protect show-up, offer on the close with a 72-hour window.
5 angles, $300 each, IG/FB. Graphic carries the topic phrase.
Name, email, phone + ONE qualifying question per angle.
SE Ranking lookup on business email domain. Good or bad.
T-24h, T-1h, T-10min. Consent captured at opt-in.
SOURC-E + 3 Claude skills installed. Site graded live.
Ticket credit + tailored SOURC-E master plan bonus.
VSL welcome, add-to-calendar, Claude setup instructions, SMS expectations. Fires the Meta CompleteRegistration event (this is what ads optimise on).
Recording promise + free Hawk Academy course as the nurture path. Deliberately fires NO conversion event so Meta learns from good leads only.
Five angles for the same webinar, deliberately spread from cheap-volume to premium-intent (the crypto vs generational wealth principle). Run all five simultaneously as Meta Instant Forms at $300 per angle. Read CPL against the qualifying-answer distribution, not CPL alone. Ad copy below is final: copy-paste as written, no em dashes, Australian English.
Expected economics: the cheap anchor of the test. Maximum recognition and click appeal, lowest CPL, widest junk net. The site-age question does all the filtering. If quality holds even here, every angle above it is safe to scale.
Expected economics: anti-agency phrasing pulls price-sensitive DIYers so CPL stays low, but "audit" presumes a real site. The prize is answers A and B on the form: warm agency prospects hiding inside save-money creative.
Expected economics: pain #1 verbatim from enquiry data (15 mentions). "Actually" filters for doers who tried and stalled. The baseline every other cell is measured against.
Expected economics: enterprise proof story reads as a business result and skews to owners. Compared against angle 1 (same ChatGPT keyword, opposite framing), this cell isolates whether the keyword or the framing drives junk leads.
Expected economics: the generational wealth cell. A cost stat only stops people who pay that cost. Highest CPL, smallest volume, best prospects: anyone answering A or B is close to an ideal StudioHawk lead. Stats are real and cited on the landing page (WordStream; Seer Interactive).
Every lead gets scored within minutes of opting in, then routed to the matching thank-you page and list.
| Step | Logic |
|---|---|
| 1. Capture | Meta Instant Form webhook (direct or via Zapier/Make) delivers name, email, phone, qualifying answer. |
| 2. Domain signal | Freemail address (gmail, outlook, yahoo, etc.) = weak signal. Business email = extract domain. |
| 3. Traffic lookup | SE Ranking API domain overview on the business domain: estimated organic traffic + keyword count. API key already held (used in HawkOS Lite). |
| 4. Score | Draft rule: GOOD = business email AND (site resolves with any measurable organic presence) OR qualifying answer in the top tier (e.g. paying an agency, $2k+ ad spend, $1m+ revenue). BAD = freemail AND bottom-tier answer AND no site. Mid cases default to GOOD. |
| 5. Route | GOOD → /confirmed (+ tagged in CRM, SMS list). BAD → /thanks (+ free-course nurture email list). All leads keep getting the recording. |
| Asset | URL / location | Status |
|---|---|---|
| Landing page (Hawk Academy skin) | hawk-webinar-preview.pages.dev | Live preview |
| Landing page (StudioHawk skin) | /sh | Live preview |
| Good-lead confirmation (VSL slot, calendar, Claude setup) | /confirmed | Live preview |
| Bad-lead thank you (recording + free course) | /thanks | Live preview |
| Landing page VSL (~2 min, script outline in page comments) | Hero slot on both landing skins | To film |
| Confirmation page welcome video | /confirmed VSL slot | To film |
| Checkout links (Stripe Payment Link or similar) | CHECKOUT_URLS in webinar.html | To wire |
| Ad graphics (5 topic phrases) | Titles above, StudioHawk brand kit | Marketing |
| Source files | C:\Users\harry\projects\hawkacademy-static\ webinar.html, webinar-sh.html, confirmed.html, thanks.html | In repo clone |
Production home once live: hawkacademy.co/webinar (Hawk Academy skin) or a StudioHawk property if the /sh skin wins. Session date on everything is a placeholder: Wednesday 29 July, 12pm AEST. One session per month is load-bearing copy: when a session passes, next month's date must be swapped in (four sync points are flagged with TODO(DATES) comments in the source).
| Send | Message intent |
|---|---|
| On registration | Confirmation + calendar link (also on /confirmed page) |
| T-24 hours | Reminder + "bring your laptop, set up free Claude account" prep nudge |
| T-1 hour | Zoom link direct |
| T-10 minutes | "We're live in 10" + Zoom link again |
Pitched in the final minutes of the webinar (the page promises "about a minute" of pitch: keep that promise, the pitch is short and the 72-hour window does the work).
| Component | Detail |
|---|---|
| Credit | The $7 ticket price is credited toward the next-step offer for 72 hours after the live session. |
| Bonus | A tailored SOURC-E master plan: we take their scorecard output from the session and build their prioritised fix-first roadmap. This is the DFY artefact the workshop evaluation said buyers actually wanted. |
| Target offer | UNDECIDED. Candidates: the 2-day workshop ($2,490), the $197 in-person session, or a StudioHawk audit/engagement. This decision shapes the webinar's closing script and the follow-up email flow. |
| Follow-up | Email at T+0 (recording + offer recap), T+48h (case proof), T+68h (window closes tonight). No fake deadlines: the window is real, honour it. |
Ticks save in your browser so this doubles as the working checklist between Harry and marketing.