T-minus 16 weeks to Ascent September open. Reach + capture is the gap, not content quality.
Austin already produces excellent top-of-funnel content (639 monthly podcast listens, ~2,000 newsletter subs, 4 speaking events/year) — but every piece of content dead-ends with no capture mechanism. We build a 4-magnet capture grid, run paid amplification underneath it, route every opt-in through a 14-email nurture into the $1 first-30-days Chiro180 trial, and segment activated trial users into the September Ascent cohort.
| # | Title | Format | Persona | Hook Angle | CTA |
|---|---|---|---|---|---|
| LM-1 | The Chiro180 Implementation Guide (51 pages, repackaged) | PDF + 7-email drip | Owner-operator who knows they need a system | "The 51-page week-by-week buildout we used to scale from 1 chair to 13 locations" | $1 trial after email 4 |
| LM-2 | The Day 1 / Day 2 Patient Conversion Checklist | 1-page PDF + 90-sec Loom | New-grad / first-3-years-in-practice DC | "Why 70% of new patients ghost after Day 2 — and the 9-item checklist that fixes it" | $1 trial in PDF footer + email 3 |
| LM-3 | The Recurring Revenue Calculator | Interactive Google Sheet | Established DC, $400K–$1.2M revenue, no SaaS yet | "Plug your numbers in. See what your practice is worth if 40% of revenue is recurring." | $1 trial inline + email 2 |
| LM-4 | The ChiroTouch → Chiro180 Migration Playbook | PDF + private Loom | 1,000-person Miyagi ChiroTouch FB group | "The exact 14-day migration we ran for clinics leaving ChiroTouch — zero downtime, zero data loss" | 2 months free Chiro180 (not $1 trial) |
LM-2 and LM-3 are the new-list builders. LM-1 is the depth piece for warm leads who want everything. LM-4 is the surgical strike on the ChiroTouch pool — different offer because they're a different buying motion (switchers, not first-timers).
| Surface | LM-1 | LM-2 | LM-3 | LM-4 |
|---|---|---|---|---|
| Podcast end-card (every episode) | weeks 1, 5, 9, 13 | weeks 2, 6, 10, 14 | weeks 3, 7, 11, 15 | weeks 4, 8, 12, 16 |
| Newsletter footer (Mon + Fri) | primary CTA Mondays | secondary Friday | quarterly feature | — |
| Speaking events (4/yr, ~150 DCs each) | swag QR + slide | slide only | — | — |
| Instagram bio link (Linktree) | yes | yes | yes | — |
| LinkedIn (Austin's personal) | weekly Tues post | weekly Thurs post | monthly carousel | — |
| Facebook ads (cold) | retargeting only | primary cold creative | primary cold creative | — |
| Instagram ads | LM-2 + LM-3 reels | reels + stories | reels | — |
| Organic FB posts | — | weekly | weekly | — |
| ChiroTouch Miyagi FB group | — | — | — | exclusive, 3 seeded posts |
| Cold DM (LinkedIn Sales Nav) | — | — | — | 50/week to ChiroTouch users |
Rotation rule: podcast end-card cycles weekly so no single asset burns the warm audience. Newsletter Monday = primary CTA, Friday = soft-pitch in "Opportunities to Work Together" block (Austin's existing scaffold — extend it, don't replace it).
Month 1 budget: $1,000. Split 70/30:
chiro180.com/checklist, chiro180.com/calculator) — not the homepage.| CPL | Action |
|---|---|
| ≤ $50 | Double budget within 48hrs of the trigger |
| $50–$100 | Hold spend, A/B new creative |
| $100–$200 | Pause worst-performing ad, reallocate |
| > $200 for 5 days | Kill that ad set entirely |
Target steady state by Week 8: $5K/mo Meta spend, ~$70 CPL, ~70 leads/week, ~25 trial signups/week.
Cold Meta ad → LM opt-in page → magnet delivered + email 1 → 14-email nurture → $1 trial pitch (emails 5, 9, 12, 14) → 30-day trial conversion → paying Chiro180 sub
| # | Day | Subject (Austin's hook patterns) | Purpose |
|---|---|---|---|
| 1 | 0 | Here's your [magnet name] — open this first | Deliver + set expectation |
| 2 | 1 | The number that changed everything (recurring revenue confession) | Identity prime |
| 3 | 2 | I almost sold the practice in 2019 (founder story) | Trust |
| 4 | 3 | $50,000 / $200,000 — guess which is the turnover number | Number shock → retention thesis |
| 5 | 4 | $1 gets you 30 days inside Chiro180 | First trial pitch (soft) |
| 6 | 6 | What 13 locations taught me about Day 2 | Proof |
| 7 | 8 | The clinic that 3x'd recurring in 90 days | Case study |
| 8 | 10 | Why I stopped doing demos | Reframe — the trial IS the demo |
| 9 | 12 | Try it for a dollar. I dare you. | Trial pitch (direct) |
| 10 | 14 | Be where your feet are (Brody story) | Identity reinforcement |
| 11 | 17 | Spinal Health Scores — how the dashboard actually works | Product demo email |
| 12 | 20 | $1. 30 days. Cancel anytime. | Trial pitch (urgency frame) |
| 13 | 24 | What my mentor Dr. Guy told me the week before he passed | Emotional anchor |
| 14 | 28 | Last call on the $1 trial — here's what you'll see in week 1 | Final trial pitch + reverse risk |
Hard CTA in 4 of 14 emails. Storytelling and proof in the other 10. Austin's voice — first-person, present-tense, short paragraphs, always a PS.
The Chiro180 trial list IS the Ascent waitlist farm.
| Week | Date | Ships |
|---|---|---|
| W1 | May 12–18 | Repackage 51-page guide as LM-1 PDF. Lock landing page template. Set up Meta Business Manager + pixel verification on chiro180.com. |
| W2 | May 19–25 | LM-2 (Day 1/Day 2 Checklist) written + designed. LP live. Newsletter footer updated with magnet rotation. |
| W3 | May 26–Jun 1 | LM-3 (Recurring Revenue Calculator) Google Sheet built + LP live. First 4 ad creatives shot with Austin (1 batch session). |
| W4 | Jun 2–8 | LM-4 (ChiroTouch Migration Playbook) shipped. Cold DM outreach starts to 50 ChiroTouch users/week. Paid ads go live ($1K/mo). |
| W5 | Jun 9–15 | 14-email nurture sequence written (The Closer's brief). First nurture goes live for LM-2 + LM-3 opt-ins. |
| W6 | Jun 16–22 | First scale review. If CPL ≤ $50 anywhere, double budget on that ad set. Add 2 new creatives. |
| W7 | Jun 23–29 | Podcast end-card script standardized — every episode closes with rotating magnet CTA. |
| W8 | Jun 30–Jul 6 | Mid-funnel review: 30-day activation rate on trial signups. Budget at $2.5K/mo if KPIs hold. |
| W9 | Jul 7–13 | First "Hot for Ascent" segment identified. Begin private Ascent priming content in newsletter (3 sends). |
| W10 | Jul 14–20 | LinkedIn paid layer added ($500/mo) — Austin's personal account, targeting clinic owners 5–15 yrs in practice. |
| W11 | Jul 21–27 | Speaking event #3 of year — capture 150-DC list with LM-1 swag QR. Add to Ascent priming sequence. |
| W12 | Jul 28–Aug 3 | Ascent waitlist email goes to Hot/Activated tags. Reply-qualified. |
| W13 | Aug 4–10 | Free Ascent webinar live ("How to Build a $2M Recurring Practice"). Replay sequenced over 3 days. |
| W14 | Aug 11–17 | Application window open for waitlist replies. Sales call sequence for application reviews. |
| W15 | Aug 18–24 | Ascent cart opens to Hot list (48-hr first access). |
| W16 | Aug 25–31 | Public Ascent cart open. Newsletter + podcast + ads. Close Sept 7. Cohort begins Sept 14. |
| Stage | Metric | Target by W8 | Target by W16 |
|---|---|---|---|
| Awareness | Meta impressions/wk | 200K | 600K |
| Click | CTR on cold ads | ≥1.5% | ≥2.0% |
| Capture | CPL (cost per opt-in) | ≤$50 | ≤$35 |
| Trial | CPT (cost per $1 trial) | ≤$120 | ≤$80 |
| Activation | 30-day activation rate (3+ logins) | ≥30% | ≥40% |
| Conversion | Trial → paid sub | ≥20% | ≥30% |
| Retention | 90-day paid retention | ≥75% | ≥85% |
| CAC (paid sub) | Total spend / paying sub | ≤$400 | ≤$250 |
| List growth | Email subs added/wk | 100 | 250 |
| Ascent pipeline | Hot/Activated tags total | 80 | 250 |
| Ascent close | Paid seats in Sept cohort | — | 50 |
Owner of dashboard: The Lens — weekly Friday wrap into gc-data/business/clients-state/chiro180.md. Trigger review every Friday at 2pm ET.
Hybrid: lead-magnet-driven paid funnel + free webinar gate for Ascent. Email-only doesn't scale list fast enough in 16 weeks. Pure challenge format burns Austin's bandwidth. Magnet → nurture → $1 trial → webinar gate → Ascent is the lowest-friction path that uses every existing asset and adds the missing capture layer.
The audience is warm-to-hot for retention thesis, cold-to-warm for $1 trial mechanic. That's the gap the nurture sequence closes.
Let's go. This is the engine.