Twelve more slides. Four closes adapted from the Big Book, two soft closes placed inside the teaching, the analogy that dissolves the works-or-scam binary, the first future-pacing slide in the deck, a named guarantee, and the three named price elements that were missing. Plus the booking route now carried through the entire back half.
Short answer: it is not yours, it is RGT’s, and it was the single thing I most wanted you to steal.
RGT.pdf, slide 22 and again at 46, in the swipe file at _source/Swipe-Files/. RGT sells a done-for-you Amazon ranking service at $3,000 a month on a 48 slide webinar, and it brands its risk reversal: if a keyword campaign does not reach the top three spots, they keep paying to continue it. Four words, stated twice, and a client can repeat it accurately to a colleague who was never on the call.
You had all the substance and none of the packaging. No lock-in and sixty days notice sat in a kicker on the price slide. Direct access to specialists sat on the differentiators slide. Search-only sat in the operating principles. Three separate places, all in paragraph form, none of them named. A marketing manager cannot carry that into a budget conversation three days later, because there is nothing to carry.
Slide 157, The Earn It Every Month Guarantee. The same three facts, one slide, one name, and a one-sentence version written specifically to be retold by somebody who half remembers it:
They have to earn it every month, because we can leave with sixty days notice and they know it.
Earn It Every Month is a working title and it is yours to change. The only rule that matters is that whatever you land on appears word for word identically in three places: this slide, what Sophie says on the call, and the proposal. A guarantee that gets paraphrased is not a named guarantee.
The Big Book carries 41 named closes. Most are written for a direct-sale webinar asking for money today, which is not what you are doing. These four survive the translation to a free call.
| Close | As it appears in your deck | Slide | Why this one |
|---|---|---|---|
| Fully Informed Decision | You cannot make this decision today | 164 | Shrinks the ask from choose an agency down to take one step. On a book-a-call webinar the most common silent objection is not price, it is the belief that booking means deciding. |
| Binary Percent | What percent do you need | 166 | Replaces a yes-or-no with a number, which turns an identity question into an arithmetic one. Also harvests live objections into the chat, which is the last chance to answer them. |
| Crystal Ball | If I could show you next August | 168 | Removes desire from the equation to isolate the real objection. If certainty of the outcome would produce an instant yes, the blocker is belief rather than want. |
| Two Pains | Two kinds of pain | 169 | Action against regret. The most reliable close in the book for a decision people can defer indefinitely at no immediate cost, which is exactly what a free call is. |
Several of the strongest closes in the book lean on loss, shame or a hard deadline: No Wonder You Failed, Unluckiest SOB, Rock Bottom, Fear at the Door. They work, and they are wrong for a room that has just been told for two days that you would rather they did not book if it is not a fit. Using them would cost you the thing that makes your close unusual.
You pushed back on this and the pushback was correct, so here is the accurate version.
I said juxtaposition was absent. It was not. WHAT IT COSTS TO RUN THIS YOURSELF opens with we did the rent ledger for ads on day one, here it is for search, and then costs the hire, the tooling and the ground lost. That is a juxtaposition against something more expensive and it is a good one. Calling it absent was wrong.
Adjacency. The comparison sat five slides away from the price, so the two never appeared together. Juxtaposition in the SOP works because the expensive thing and your thing are on screen at the same moment; separated by five slides they are two different arguments rather than one. The other half is that the rent ledger was invoked as a concept but never as the specific figure they wrote down on day one.
A new slide, THREE NUMBERS, SIDE BY SIDE, immediately before the price. What they rent annually, what in-house costs annually, what this costs annually, in one frame. Two of the three are in their own handwriting. The in-house slide keeps its job of costing the DIY path in detail; this one exists purely to put all three numbers in the same eyeline at the moment the price lands.
Twelve slides. The number in the circle is its position in the revised deck.
The belief actually blocking the sale is not that AI search is unimportant. It is that SEO is a binary, either a real discipline or a con, and a burned buyer has already picked con. You cannot argue a binary away, you have to dissolve it, and the gym does that in one image because everybody already accepts that gyms work and that most gym memberships do not. It also lands your paradigm two days before you need it, so sequence beats effort arrives as a callback rather than a claim.
Neither. That question has never had a useful answer.
Delivery. Placed on day one on purpose. This belief contaminates everything taught after it, so it has to be cleared before the teaching rather than argued with at the close. Give the third card its beat: telling them their anger is reasonable is what buys the next two days.
The first mid-deck close, placed at the halfway point of the pillars. It also introduces the persistent footer link, so that by the time the real pitch arrives the booking route is already familiar furniture rather than something produced at the end. Naming the objection first, that nobody internally will do this, is what buys the right to mention the call at all.
Three pillars down, three to go.
Delivery. Say it once, do not repeat it, and move straight into Relevance. The restraint is what makes it land as a courtesy instead of a pitch.
The second of two mid-deck closes. Across the 32 decks the most-repeated close appears four times against your two, and the SOP describes the pattern in plain terms: show a thing, close, show another thing, close again. The framing here is deliberately anti-climactic, because a soft repeated close in a teaching webinar has to cost the room nothing to ignore.
Five pillars down. One to go.
Delivery. Fifteen seconds, then move. If it feels like it is taking too long it is taking too long.
19 of the 32 proven decks future pace and this one never did. Every payoff slide in the deck described a mechanism working correctly, which is a feature benefit rather than a felt one. This is the first slide in 161 that describes their situation changed rather than your framework functioning, and it deliberately uses three artefacts they made themselves, so the future being described is populated with their own data.
Not the mechanism working. You, next August.
Delivery. This is the last thing before the recap and the offer. Slow down. It is the only place in two days where the room is invited to want something.
The named element the deck was missing, and it sits directly after what it costs to run this yourself so the two costings answer each other. It also does a second job the SOP does not claim for it: it justifies the generosity. A room that has been given everything for free starts wondering what the catch is, and the honest answer is that the framework cost so much to build that giving it away is not the expensive part.
Since we are on the subject of what things cost.
Delivery. VERIFY THE HEADCOUNT AND SAY IT FLATLY. This slide falls apart if the number is soft, and it is the one claim in the close a sceptic can check on LinkedIn in ten seconds.
You already had all three of these facts, spread across a differentiators slide and a kicker on the price slide, in paragraph form. A paragraph cannot survive being retold to a CFO three days later by somebody who half remembers it. RGT sells a $3,000 a month retainer on a four-word guarantee name. Naming it turns no lock-in from a contractual detail into a promise about behaviour, which is the version that travels.
It needs a name, or nobody can repeat it accurately.
Delivery. THE NAME IS A PLACEHOLDER AND YOURS TO CHANGE. Whatever you land on, use exactly the same words every time it appears, here and on the call and in the proposal.
The comparison already existed but sat five slides from the price, so the two never touched. Juxtaposition in the SOP works by adjacency: the expensive thing and your thing have to be on screen together. This puts all three numbers in one frame immediately before the price, and two of the three are in their own handwriting, so the comparison is theirs rather than yours. The kicker adds the retail anchor the SOP asks for.
Two of them are yours. You wrote them down yourself.
Delivery. Do not editorialise on the third number. The slide is built so the comparison makes itself, and saying it out loud is what makes it sound like a sales pitch.
The single best-fitting close in the book for this funnel. It shrinks the perceived ask from choose an agency down to take one step, which is what a booking actually is. On a book-a-call webinar the most common silent objection is not price, it is the belief that booking means deciding. This removes it in one line.
Good news, if you were feeling the weight of it.
Delivery. Place this immediately after Your Next Step, while the booking slide is still fresh. It is permission, not pressure.
Breaks the all-or-nothing frame that stops people acting. Replacing a yes-or-no with a number turns an identity question into an arithmetic one, and the arithmetic almost always favours booking when the ask costs nothing. It also harvests live objections into the chat, which is the last chance to answer them.
Worth answering honestly, in the chat.
Delivery. Ask the question and then genuinely wait. If nobody types, read one number out loud and ask who is above it.
Isolates the real objection by removing desire from the equation. If certainty of the outcome would produce an instant yes, then the blocker is belief rather than want, and belief is addressable. For this ICP the belief was usually installed by a previous agency, which the kicker names without making them defend it.
The awkward question, asked kindly.
Delivery. Kindly is doing work in the subtitle. Delivered with any edge this becomes an accusation and the room closes.
The pain-of-action against the pain-of-regret, which is the most reliable close in the book for a decision people can defer indefinitely at no immediate cost. Booking a free call is exactly that kind of decision, so it needs a reason to happen tonight rather than in principle.
You are going to pick one of them tonight.
Delivery. Slow. The two halves need equal weight or it reads as a threat. The last line is the whole slide, so land it and stop.
RGT shows its identical how-to-sign-up slide four separate times, so the mechanics of acting are never more than a few slides away. This re-shows YOUR NEXT STEP verbatim immediately after the two-pains close, which is both the point of maximum intent and the furthest point in the deck from where the booking slide first appeared.
A free SEO + AI-Search strategy call. Shown a second time, verbatim.
Delivery. Do not re-read it. Say you are putting it back up, then stop talking and let people book.
Not a new slide, but the largest single change in this pass.
studiohawk.com.au · book a call now sits in the footer of every slide from 103 to the end, in Bright Aqua at 7pt, right-aligned on the existing footer baseline. Coverage went from 3% to 42% of the deck against a proven median of 12% and RGT’s 40%. It uses the deck’s own existing CTA wording, so nothing was invented.
Slide 103 says out loud that there is a booking link in the footer of every slide from here on. Adding that sentence without adding the footer would have been a defect, so both went in together.
The QR code is still [ QR CODE ] on three slides and the footer text is a domain rather than a booking URL. When the real link exists it has to replace both, everywhere, in one pass.
| What | Status | |
|---|---|---|
| 1 | Verify the headcount. WHAT IT COST US TO WORK THIS OUT says over a hundred people on payroll. It is the one claim in the close a sceptic can check on LinkedIn in ten seconds, so it has to be right and it has to be said flatly. | Needs you |
| 2 | Four placeholder numbers. The price range, the retail figure for the audit, the capacity cap and the closing date. None of the four slides can be presented until they exist. | Needs you |
| 3 | Reconcile $2,500 against $3,000. Your sales-ops pricing work sets a $3,000 recurring minimum with no currency stated. If that is USD, the price slide contradicts it. | Needs you |
| 4 | Confirm the guarantee name. Earn It Every Month is a working title. Once set, it has to be identical on the slide, on the call and in the proposal. | Needs you |
| 5 | The 46 pillar slides. Still titles with no body, still blocked on the export question. The largest remaining content gap in the deck. | Blocked |
| 6 | Verbatim close repetition. Your most-repeated slide appears twice against a proven median of four. Four different closes is defensible, but it is not the same mechanic as one close shown four times. | Judgement call |