The site leads with hardware — beds, panels, specs. But people buy the outcome, not the equipment: every winning ad this quarter was outcome-led, every loser was a product shot. The fix is to lead with the transformation and let the device be the how — while staying firmly in the wellness lane and out of disease-claim territory.

The message architecture

Compliant language — say this, not that

1. Fix SHP first: drop the "steps" framing. The 360i bed has PEMF built in, so SHP is one integrated system, not a device stack. Position it as a single complete protocol.
2. Rewrite the homepage to the Superhuman promise, then split into the home and clinic paths.
3. Swap every outcome word into the compliant lane (table above); use supports/promotes/helps throughout.
4. Keep "longevity/healthspan" as lifestyle language ("live well longer"), not medical prevention claims.
5. Add the standard wellness disclaimer where appropriate — but note a disclaimer doesn't rescue a non-compliant claim.
6. Route all final copy through DVM's regulatory counsel before publishing.

97 Superhuman Protocol leads were generated April–now and zero have converted. They cost $8,140 in ad spend and are sitting idle. This is the fastest revenue available — demand already paid for.

1. Distribute the call list (shp-leads-call-list.csv) — 38 clinic leads flagged high-priority, ~24 per rep.
2. Reps call clinic leads first (bed buyers), newest-first, this week.
3. Load the nurture sequence (shp-nurture-sequence.txt) in Klaviyo/HubSpot as two flows: Clinic and Personal.
4. Any reply or click routes the lead to the assigned rep for live follow-up.
5. Log every outcome so SHP conversion becomes measurable for the first time.

Call answering improved from 23% missed (May) to 5.6% this week — keep it there and close the off-hours gap. The outbound AI cold caller is trained; an inbound answering layer for nights, weekends, and overflow ensures no high-intent inbound goes to voicemail, at zero new ad spend.

1. Routing: reps ring first in business hours; AI catches overflow after 4–5 rings and answers immediately after-hours, weekends, holidays.
2. Capture (every call): name, phone, email, product interest, clinic vs. personal, and "how did you hear about us" (feeds attribution).
3. Flow: greet → discover → qualify → route by intent (warm transfer or booked callback) → confirm next step.
4. Handoff: auto-create HubSpot contact/deal, stamp source, assign, notify rep. Hot leads <15 min, standard <4 hrs.
5. Train the AI on the catalog + pricing rules, but route bed pricing to a human. QA with test calls, go live off-hours first.

$6M closed at a ~60% win rate needs ~$10M of coverage. Open pipeline is $12.67M, so coverage exists on paper — the work is qualifying and converting it (workable ~$4.58M, weighted ~$2.0–2.5M), plus adding ~57 net-new qualified opps from ~228 new leads.

1. Log Greg's 14 opportunities (~$1.1M) and Dale's Joel/Marie invoices ($311K) so current pipeline is visible.
2. Price the 4 unpriced Multi-Zone quotes at Founding 20 and send invoices.
3. Generate 228 new leads across SHP recovery (53), Trade Desk (45), cold calling + AI (38), paid (38), LinkedIn (30), BBL (24).
4. Jason call on the $522K Carrie Weaver bundle — the single biggest swing.
5. Track pipeline added vs. $10M weekly; adjust source mix to whatever converts.

Already working and already producing: we pivoted LinkedIn outreach from general DVM sales to a focused Multi-Zone bed play, and it delivered 5 hot leads in the first week — and that's before Greg's account is even live. This is a real, low-cost bed-acquisition channel hitting at exactly the right target.

1. Keep the Multi-Zone focus — targeting clinic owners and practitioners for the bed, not general DVM.
2. Finish training Chuck on Sales Navigator so he's running at full capacity.
3. Get Greg's LinkedIn account live — the 5 hot leads came without it, so this is pure upside not yet tapped.
4. Route the 5 hot leads to immediate follow-up and into the bed pipeline; log them in HubSpot with source = LinkedIn.
5. Track hot-leads-per-week per rep as the channel scales across both accounts.

New constraint: we can only run paid media through programmatic (Trade Desk) for now — not Meta and not Google — until we hear from TheraLight. That freezes the "scale the winners" and "kill SHP Search" moves on those platforms; they're parked, not cancelled, ready to resume the moment we're cleared. Demand-gen in the meantime runs on programmatic, organic social, email, and the existing-customer base.

1. Pause new spend on Meta and Google until TheraLight confirms. Don't pull the 8x Meta winners' setup — preserve it to switch back on fast.
2. Hold the ready-to-go playbook for when we're cleared: scale Red Light Panels (8.3x), EWOT HyperMax (8.2x), Branded Search ($52), Air Purifier Shopping ($88); keep Red Light Bed Search ($137, it works); pause only SHP Search ($639) and the dead TreadVac/boosted posts.
3. Shift near-term paid weight to Trade Desk programmatic (next card) — the one channel we can run now.
4. Lean on organic social, email, and the existing-customer fireside (see content plays) to carry demand while search/social is frozen.
5. Get clarity from TheraLight on what's permitted and when, so we can un-freeze with a plan ready.

With Meta and Google frozen, programmatic is the only paid lever we can pull right now — and $5K of net-new budget is approved. It also happens to be the first channel pointed directly at bed demand. At $99,997/bed, one close returns the spend 20x.

1. Build practitioner and clinic-owner target audiences, plus a retargeting pool of bed-page and webinar viewers.
2. Point the campaign at the ungated Multi-Zone lead page (not a priced product page).
3. Tag every lead source = Trade Desk so ROI is measurable from day one.
4. Launch by Jun 30; review lead quality and cost weekly; scale within the approved budget as it proves out.

The Multi-Zone page is built but gated (password superhuman360) to block TheraLight scraping. Google won't run ads to a gated page, so paid bed traffic is blocked. An ungated lead page unblocks every bed channel without exposing pricing.

1. Build one ungated page: outcome-led messaging, no price, lead-capture form or booking link.
2. Wire source tagging on the form so every lead is attributed.
3. Make it the shared destination for Trade Desk, Google Search, and retargeting.
4. Keep the gated page (superhuman360) as the detailed deep page shown after someone qualifies.

No lead can be tied to a closed deal today — there's no source field on HubSpot deals. "We can't manage what we can't measure." This is the fix that makes every other channel decision real.

1. Add a required lead-source field to every HubSpot contact and deal.
2. Turn on conversion-value tracking in Google and Meta so ROAS becomes computable.
3. Split reporting into consumer vs. bed so the two don't blend.
4. Run the pricing test: track bed lead volume + quality week over week against the April–June pricing-off baseline, now that pricing is live.
5. Build the closed-loop report: creative → lead → activity/days → closed value.
6. Capture source on every SimpleTalk call to backfill the data fast.

Marketing Reel stays our partner on all paid media, email, and Truista. Q2 exposed fixable gaps — no conversion tracking, dead campaigns left live, stale creative. The play is to fix them together with clear KPIs, so the spend and the work both show results.

1. Stand up conversion-value tracking on Meta and Google so ROAS is finally visible.
2. Add lead-source stamping to every contact and deal; split consumer vs. bed reporting.
3. Pause the dead campaigns (SHP ABO, $639/lead SHP Search) and rebuild SHP prospecting as CBO.
4. Rotate in the ready creative (SHP Ultra set) and refresh away from static product images.
5. Deliver a Personalized Email performance report so the $2,600/mo line is visible.
6. Set KPIs and a regular checkpoint to keep the partnership accountable.

Our existing red light bed customers (2025 and earlier) are the warmest possible audience for the new Multi-Zone bed — they already own, trust, and use the product. A live fireside chat hosted by Jason about the new bed is a direct upgrade/upsell play to a base we already have, and it needs zero paid media (which matters while Meta + Google are frozen).

1. Pull the list of all red light bed customers from 2025 and before.
2. Promote a LIVE fireside chat hosted by Jason about the new light bed (email + organic; no paid needed).
3. Frame it as an exclusive first look / founders-level upgrade path for existing owners.
4. Capture registrations and attendees as warm bed-upgrade leads; route to sales for follow-up.
5. Record it — the session feeds the sizzle reel and content library (next cards).

Jason's webinar / fireside is premium founder-led footage. Reedited into a short sizzle reel, it becomes a hero piece of video creative — exactly the urgent video gap — usable on the bed page, in programmatic, and across organic.

1. Reedit the webinar/fireside recording into a tight sizzle reel (multiple cut-downs for different placements).
2. Pull additional short clips for organic social and retargeting.
3. Feed the reel into the Trade Desk retargeting pool and the bed landing page.
4. Route through the approval workflow (Lindsay / Stephen / Alyssa) into testing.

Jason will film content at SlimFit — we just have to tell him exactly what we need. A founder on camera in a studio is a rare, high-value asset; the only thing standing between that and a full content library is a precise shot list. Don't send him in without a brief.

1. Write a shot-by-shot brief: each product (SHP, Multi-Zone bed, panels, oxygen), each angle, each message.
2. Map shots to the 4 funnels and to the compliant messaging (outcome-led, wellness-safe language).
3. Specify formats up front: 1x1, 4x5, 9x16 for every key clip.
4. Include the talking points / scripts so Jason knows the exact words (compliant claims only).
5. Hand Jason one clear brief; he films; WE edits into ads, reels, and funnel content.

The SHP pages contradict the product. The "steps" framing implies separate devices in sequence, but the 360i bed has PEMF built in — SHP is an integrated system. Paid traffic is landing on confusing pages, capping conversion.

1. Drop the "steps" framing entirely.
2. Reframe SHP as one integrated system, not a multi-device stack.
3. Write a single, outcome-led message: what the buyer gets, not the components.
4. Apply consistently across clinic and personal/home SHP pages.

Video is the urgent bottleneck — and the first batch is ready: the SHP Ultra ad sets are approved and cleared to run ASAP. There's a healthy approved library and a queue behind it, but the winning format (video, use-case) needs volume fast, and ads can't be pulled until replacements are live. This is about throughput, not starting from zero.

1. Deploy the SHP Ultra ads now — Theralight 360i, VO2 Pro, Matrix Onyx Ascent, all three formats. They're cleared; get them live ASAP.
2. Run them where we can today — programmatic and organic social — and queue them for Meta/Google the moment the TheraLight freeze lifts.
3. Rotate the rest of the approved library (220i panels, SuperHuman Protocol, grounding shorts) in as replacements for weak static images.
4. Push the queued creative (Canva designs, Red White & Blue set) through approval and into testing.
5. Prioritize net-new video production — the format that holds spend best — and only retire a static ad once its replacement is live.
6. Tighten the approval workflow (Lindsay / Stephen / Alyssa) so throughput keeps pace.

Beyond rotating the existing library, build the ongoing creative engine so the pipeline never runs dry. Two speeds: UGC immediately, professional shoots in parallel.

1. Source UGC now — real users and clinics showing SHP and the bed in use.
2. Capture extra use-case clips at the Light Bed webinar shoot this week.
3. Storyboard a proper shoot at SlimFit Studios; hire the production team.
4. Build a shot list tied to the 4 funnels so one shoot day feeds every ad.
5. Feed everything through the approval workflow into the testing queue.

Paid traffic needs purpose-built funnels, separate from the organic site — the engine that keeps producing after the Road to 50 sprint. Two funnels each for the two hero products.

1. SHP consumer: prospecting (cold) + retargeting (warm) funnels.
2. SHP clinic: prospecting funnel routing to a rep call.
3. Multi-Zone: retargeting funnel for bed-page and webinar viewers → Founding 20 / discovery call.
4. Wire each funnel to capture and source-tag leads, feeding the nurture sequences.

Filming this week. It's the launch and sales asset for the new bed — a long-form demo practitioners and buyers can watch — and it yields extra clips for ads. It is not, on its own, the content-library solution; that need is broader and more urgent (see the video creative play).

1. Finalize content, positioning, and offer structure (Founding 20 or webinar-specific).
2. Film, capturing extra use-case clips for ads in the same session.
3. Edit; clear for publication (YouTube), then drive paid traffic to it.
4. Route post-webinar practitioner leads to sales within 48 hours.