Four more slides, working down the ranked list. The head to head mechanic, the four part close adapted from the source material, and the webinar-only bonus. Plus Sophie named as the person you actually speak to.
In deck order. Each closes a specific gap from the scorecard.
Day one surfaced the competitor name and then nothing was done with it. This turns that name into a score, live, in five minutes. It converts a general worry about AI into one number about one named rival, which is the most personal pain available in the whole two days, and it arrives immediately before the triage so people can diagnose why the score is what it is.
The name on your Mirror card. Head to head.
Delivery. Read two or three scores out loud by first name. Do not soften a bad one. The bad ones are why the next section exists.
The second half of the pattern interrupt. The room has just agreed they probably cannot, and this is where you say why, without insulting anybody. It sets up the honest truth slide that already follows.
Be honest with yourself for ten seconds.
Delivery. Ask it and then stop talking. Count to five. The silence is the slide.
The build-then-break pattern from the source material. You stack proof until the room is nodding, ask the obvious question, and answer it with the opposite of what they expect. The interrupt is what makes the next ninety seconds land, because nobody has a script for being told no by the person selling to them.
Others in exactly your position did this.
Delivery. Deliver the proof fast and warm, then flatten your tone completely on "probably not". The tonal drop is the technique.
The webinar-only bonus, which was the highest leverage mechanic still unbuilt. It is honest scarcity because the constraint is real: somebody has to spend an hour writing each one. It is also the artefact the marketing manager needs to take upstairs, which is the single strongest unmet need in the ICP research.
The one thing that is not going on the website.
Delivery. Say the last line and mean it. Do not mention the Brief again after this slide, including in the Q and A.
The webinar-only bonus, specced from the ICP research. This is the idea. The PDF still needs building.
A one page internal document the attendee fills in with their own numbers during the webinar, designed to be forwarded to the person who signs things.
The blank template goes to everyone, in the pack, and it is genuinely useful alone. The bonus is the completed version: Sophie fills it in with their real data before the call, on letterhead. That is about an hour of specialist time per brief, so the cap is a fact rather than a number picked to hurry anyone. Nobody is denied anything, and the constrained thing is genuinely constrained.
| Block | Contents | Source |
|---|---|---|
| 1. Where we appear today | Three prompts, each marked named, missing or wrong. Plus factual errors found. | Mirror card, day 1 |
| 2. Who is named instead | The competitor, and the head to head score out of three. This is the number the CEO reads first. | Head to head, day 2 |
| 3. What we rent | Annual paid spend, the three year change in cost per lead, and what it buys the day we stop. | Rent ledger, day 1 |
| 4. Our six pillar score | Six tick boxes, one per pillar, scored out of six. | The six questions |
| 5. The constraint | Which of the four problems, ticked, and where that means we start. | The honest triage |
| 6. What fixing it costs | In-house against partnered, side by side: hire, tooling, ramp, ground lost. Leave the numbers blank. They will fill them in more damningly than you would dare to. | New |
| 7. Recommendation | Three lines they write, then one line on what is being asked for. | Theirs |
It must not look like a marketing asset. Their logo at the top, not yours. Muted and document-like, closer to a board paper than a brochure. StudioHawk appears once, small, in the footer, with no logo lockup and no QR code. If it looks like an agency leave-behind it gets binned. If it looks like an internal position paper it gets circulated.
What is left, now that two of the top three are done.
| What | Effort | |
|---|---|---|
| 1 | Tie-downs throughout the teaching. Still the cheapest lift in the deck. One closing question per mechanism, roughly twenty lines of copy. | Low |
| 2 | Feature to benefit to outcome pass. Every pillar item stops at feature. Touches 46 slides, so it waits on the export question. | Medium |
| 3 | Why you are running this webinar. Motive is still absent anywhere in two days. | Trivial |
| 4 | The in-house cost comparison as a slide. It is in the Brief now, but it should be on screen as well. | Low |
| 5 | Answer the "how long" question. Fear six for this ICP, still unaddressed. | Low |
| 6 | Show the expiry. Put the closed booking page on screen before the deadline. | Low |
Slide 147 carries placeholder fields, and slide 145 now depends on the same number: how many completed Briefs can Sophie realistically write. One hour each is the working assumption. Set it, or cut both slides.
Forty-six pillar slides came through empty in the .pptx. Until that is resolved, do not import this over your live deck.