SOURC-E webinar deck: what changed

The seven new slides

Each one fills a beat the framework calls for and the deck did not have. All seven sit in the Day 2 close, in the order the framework runs them: recap, then bonuses, then objection, then position, then risk, then scarcity, then the callback.

Slide 133

The recap

Step 9 Transition

People lose most of what they hear almost immediately, so by the time you ask for anything the room has forgotten what you gave them and only registers that it is being sold to. The recap puts them back into a state of gratitude before the ask, and it puts you back into it too. Reusing the same four artefacts from Day 1 makes it an anchor rather than a new list.

BEFORE I MAKE THE ONE OFFER

Ninety seconds. Everything you are holding.

Your Mirror card
A dated record of what the machines say about your business, who they name instead of you, and every fact they get wrong. Most businesses have never seen this once.
Your rent number
What one rented channel costs you a year, and which of your terms now have an AI answer sitting on top of them.
The formula, and the order
Six pillars, why four of them multiply, why one of them divides everything, and which one you start with depending on which of the four problems you actually have.
Your six-question card
The questions to put to whoever you pay, and what a good answer sounds like against a bad one.

Delivery note. Fast and punchy. This is delivery, not content. Do not add anything new here.

Slide 134

The stack

Step 12 Bonuses

Bonuses are the single biggest optimisation lever in a webinar and the deck listed them almost in passing. This presents them as a deliberate stack of four different kinds of thing: a document, software, a measurement instrument and a diagnostic. Handed over before the ask rather than after it, which is the ordering the framework calls for.

WHAT YOU ARE WALKING AWAY WITH

Four things, free, whether or not we ever speak again.

The slides, both days
The whole framework, every example, yours to keep and forward to whoever could not make it.
The SOURC-E toolkit
Structure Audit, Original Data Finder and Credibility Packet Builder. Three Claude Skills that run the framework against your own site. Not a demo. You install them and they work.
Your prompt library
The ten questions you wrote last night, formatted so you can re-run them monthly and watch the answer move. This is how you measure the thing almost nobody is measuring.
The six-question card
The one you send to whoever you currently pay, with what a good answer sounds like next to each one.

Delivery note. Hand these over before you mention the call. The generosity has to be unconditional or it reads as a trade.

Slide 135

The incumbent objection

Step 13 Risk / Step 9 Transition

Your ICP already pays somebody for SEO, so every deal is a displacement and "we already have an agency" is the defining objection in the room. The deck never named it. Voicing it first, and explicitly telling them to keep a good incumbent, is the frame-stealing move from Step 9. It converts the biggest obstacle in the room into the strongest trust signal you have.

THE OBJECTION I GET MOST

You already have someone doing this.

Good. Keep them.
This is not a pitch to fire anybody. Most of what I taught you over two days can be run by a competent team, and plenty of you have one. The six-question card exists so you can find out whether yours is.
Send them the six questions
Verbatim, this week, before you talk to us or to anyone else. If the answers come back good you have just saved yourself a supplier change and a lot of noise. That is a genuinely good result and I would rather you had it.
And if the answers are thin
Then you already knew before I said anything, and you have known for a while. That is the point at which this call is worth thirty minutes of your time.
I would rather you kept a good agency than moved to us for the wrong reason. That goes badly for everybody.

Delivery note. Do not rush the first card. The permission to keep their agency is what makes the third card land.

Slide 136

How we operate

Step 5 Position

Your three real differentiators were missing from the deck entirely. The third is the important one: your reviews overwhelmingly name individual specialists rather than the agency, and that is caused by the no-account-manager model. It turns a positioning claim into something the prospect can verify themselves in ninety seconds, which is what this sceptical audience responds to.

IF YOU DO WANT TO TALK TO US

Three things that are different. One of them you can verify without asking me.

No lock-in contracts
We do not tie you into twelve or twenty four months. If you want to leave it is sixty days notice, and I am telling you that now rather than letting you find it in a PDF eighteen months from now.
Search only. No generalists.
Not one of twenty services with an SEO page bolted on. It is the entire business, which is why we are the most awarded agency in the category rather than the broadest.
You work with your specialist
No account manager in the middle. Go and read our reviews before you book anything. People name the individual who did their work, because there always is one. That is the operating model, not a happy accident.
Three claims. The third one you can check in about ninety seconds, right now, without talking to anybody.

Delivery note. Invite them to check it while you are still talking. The offer to be verified is most of the persuasion.

Slide 137

What happens on the call

Step 13 Risk

The offer carried no risk reversal beyond the words "no obligation". This is the nearest thing to a guarantee a free call can have: a named deliverable they keep either way, and an explicit promise to disqualify them. The turn-away claim is the strongest trust asset in your review data, so it is used as proof rather than as a boast.

WHAT ACTUALLY HAPPENS ON THE CALL

So it cannot ambush you.

Thirty minutes, one specialist
Not a discovery call that turns into a pitch. The person who would look at your site, looking at your site, with your Mirror card open.
You leave with the three gaps
Ranked, written down, and yours to keep whether or not you ever spend a dollar with us. If you take that list and run it in-house, that is a good outcome and I mean it.
We will tell you if it is not worth it
If you have one of the four problems SOURC-E does not solve, we will say so on the call and tell you what to fix instead. We turn work away for this reason every month. Go and read the reviews from the people we turned away.
You cannot really lose thirty minutes here. Worst case you get a ranked list of your three biggest gaps and a straight answer about whether we are any use to you.

Delivery note. The third card is the one that converts. Say it slowly and mean it.

Slide 138

The competitor callback

Step 3 Tease / Step 9 Transition

The Mirror exercise on Day 1 asks the room to write down every competitor the machine named, which is the most personal thing in the whole two days. It was never paid off. This closes the loop at the moment of the ask, so the urgency attaches to a specific name each person wrote in their own handwriting rather than to a general claim about AI.

ONE LAST THING, AND IT IS THE ONLY THING

Go back to your Mirror card.

Two days ago a machine wrote your competitive set for you, using the same source material your buyers see. It named somebody. Whoever that was is being named today, will be named tomorrow, and settles a little further into that answer every month you leave it alone. Nobody sends you a notification when it happens. The answer just quietly stops including you. That is the whole reason this matters.

Delivery note. Pause after "It named somebody." Let them look at their own card. Do not fill the silence.

Slide 138

Capacity and the window

Step 14 Scarcity

The deck had no scarcity on the offer at all. Scarcity is the strongest motivator available, but only when it is true and carries a reason why. This ties the limit to a real operating constraint you already have, which is that specialists take the calls, rather than inventing a seat count.

WHY THE NUMBER IS SMALL

Not a marketing number. A calendar.

Specialists take the calls
Not a salesperson working from a script. The person who would actually look at your site takes the call, which is the same reason our clients can name the individual who does their work. It also caps how many of these we can run.
This month
We are holding [ N ] of these open off the back of these two days. That is what the calendar actually allows, not a number I picked to hurry you.
If you miss the window
Book anyway and you go on next month’s list. Nothing bad happens to you. I would just rather you had your three gaps in September than in November.
Booking closes [ DAY, DATE ]. After that it is next month, same price, same people.

Delivery note. SET BOTH FIELDS BEFORE PRESENTING. If you will not honour a real limit, cut the slide rather than soften it.

Defects fixed

These were shipping live. The pillar footers were the significant one: 38 slides across Offsite, Uniqueness, Relevance and Credibility had been copied from the Structure section and kept its footer, so for roughly a third of Day 2 the section marker was telling the room it was still in Structure.

Where	Framework	Change	Why it mattered
Slide 34	Step 13 Risk	~~[ VERIFY current public position from Google and OpenAI before 26 August, or cut this row and run three. ] A file that no major assistant has committe...~~No major assistant has committed to reading it. It costs an afternoon, so add it if you like. Just do not pay anyone for it, and do not let it displac...	A bracketed instruction to the presenter was sitting in live body copy. On a credibility-led deck one visible TODO undoes the authority the slide is building.
Slide 85	Step 5 Position	~~Proprietary Toosl, Calculators or Apps~~Proprietary Tools, Calculators or Apps	Typo on a live slide.
Slide 115	Step 5 Position	~~No Clear Aobut/Team Presence~~No Clear About / Team Presence	Typo on a live slide.
Slide 16	Step 7 Mechanisms	~~\A meaningful part of what gets cited around your category lives on surfaces you don’t have direct access to.~~A meaningful part of what gets cited around your category lives on surfaces you do not have direct access to.	A stray backslash was rendering in the body copy.
Slide 37	Step 12 Bonuses	~~The SOURC-E toolkit, handed over first." No number, so it survives the next curation.~~The SOURC-E toolkit, handed over before the offer, not after it.	The line was garbled mid-sentence and contradicted itself. It also states the ordering principle that matters: bonuses land before the ask.
Slide 43	Craft	~~DAY ONE · RANKING IS NOT CITATION~~DAY TWO · RANKING IS NOT CITATION	Day 2 slide carrying a Day 1 footer.
Slide 127	Craft	~~DAY ONE · FIVE QUESTIONS, SIX ROWS~~DAY TWO · THE SIX QUESTIONS	Footer said "FIVE QUESTIONS, SIX ROWS" on a six-question slide, and was labelled Day 1.
38 slides across the Offsite, Uniqueness, Relevance and Credibility sections	Craft	~~DAY TWO · S, STRUCTURE~~DAY TWO · O, OFFSITE / U, UNIQUENESS / R, RELEVANCE / C, CREDIBILITY	Every pillar section had been copied from the Structure section and kept its footer, so 38 slides told the audience they were still in Structure. The section marker is the roadmap device from Step 7 and it was pointing at the wrong place for a third of Day 2.

Before you present

Three things need a decision from you. Two of them are on new slides and one has been in the deck for a while.

Set the two fields on "Why the number is small"

The scarcity slide carries [ N ] and [ DAY, DATE ]. Scarcity only works if it is real and carries a reason why, so the slide ties the limit to a genuine constraint you already have, which is that specialists take the calls rather than a sales team.

If you will not hold a real limit, delete the slide rather than soften it. A deadline the audience later discovers was fake costs more than the bookings it wins.

Verify the 6sense figures

The 60% / 80% / 95% claims appear on two slides. I could not find them on the published CMO's Guide to AI Search page, which carries a different set of numbers: 80% of B2B buyers now use an LLM in the buying process, 50% start with one against 29% four months earlier, and shortlists have contracted from seven to nine vendors down to five to seven.

The figures may well come from another 6sense publication. Find the source or swap in the verified numbers. On a deck whose whole argument is credibility, an unsourced statistic is the one thing an informed attendee will check.

The 46 pillar slides are still placeholders

Across the pillar sections there are 46 slides carrying a title and a footer. In the .pptx export these have no body content, though the live deck may have images on them that the export did not carry. Establish which before anyone edits them.

Once that is settled they are worth building out rather than cutting. Show, do not tell, is the strongest lever left in the deck, and these slides are where it lives.

What I deliberately left alone

The deck is already strong on the things most webinars get wrong. Changing these would have made it worse.

The Mirror exercise. A live diagnostic run on the attendee's own business in the first ten minutes. It is a hook, a pain sequence and a personalisation engine at once, and it is the best thing in either day. The only change is that its output now gets paid off at the close.
The rent ledger. Textbook pain work. It makes an abstract cost concrete, private and annual, and it lands on a number the buyer has to keep looking at.
The honest triage. Four problems, three of which SOURC-E does not solve, said out loud before any pitch. This is disqualification done properly and it is rare.
The order of operations. This is the paradigm of the whole two days. Sequence over effort is the belief that makes the offer make sense.
"Do we have a deal." The commitment open on both days is doing exactly what it should.
"Money you do not need to spend." Pre-empting four competitor pitches by name builds more trust than any claim about yourself.
Live only, no replay. Real scarcity on attendance, already working.

The two changes with the most upside

If you only keep two of the seven, keep these.

The incumbent objection, slide 137. Your ICP already pays somebody for SEO, which means every deal is a displacement and "we already have an agency" is the defining objection in the room. The deck never named it. Telling people to keep a good agency is the strongest trust move available to you, and it costs you nothing, because the six-question card does the work for you afterwards.
How we operate, slide 139. Your three real differentiators were not in the deck at all. The third one matters most: your reviews name individual specialists rather than the agency, and that happens because there is no account manager in the middle. It is a positioning claim the prospect can verify themselves in ninety seconds, which is exactly what a sceptical, previously burned buyer responds to.