Traffic

Six units, one destination

Paid and organic creative pointing at the registration page. The copy on each card is the copy that ships - headline, primary text, description and button, plus the art direction and the reason the unit is allowed to say what it says.

Concepts: 6
Destination: /registration
Geography: TX / FL / CO
Age: 40-52

The creative

Two cold, two retargeting, one organic, one video

The cold units carry the two lines the class is built on. The retargeting units answer the two reasons a warm visitor did not act: the hour felt long, or the claim felt unverifiable.

MetaFacebook and Instagram feed

Resignation interruption - the folder of clean results.

Format: Single image, 4:5
Objective: Registrations
Audience: Women 40-52, Texas, Florida, Colorado. Metro areas only.

Primary text

Three annual physicals. Three normal results. And you still wake at 3am.

A screening panel answers one question: is any single value outside the population range. It does not answer what those values make together - which is the question you actually walked in with.

I recorded an hour on the six markers a standard physical usually skips, and what they say when they are read as a set. It is free and it is already recorded.

Headline

You are not crazy. You are undertested.

Free 60-minute class. TX, FL and CO.

Art direction

Editorial type-only card: the words 'NORMAL' repeated in three faint rows on warm cream, one row struck through in coral. No people, no body imagery, no lab-coat stock.

Build note

Approved for the claim rule - the mechanism sentence sits directly under the claim.

MetaFacebook and Instagram feed

The mechanism analogy, stated in one line.

Format: Single image, 1:1
Objective: Registrations
Audience: Women 40-52, TX / FL / CO. Excludes existing patient list.

Primary text

A TSH is one string on the piano.

It was checked. It was in tune. And the conclusion drawn was that the whole instrument is fine.

There are five more systems in what you are describing. In this free class I go through all six markers, what each one measures, and why a pattern cannot be treated before it has been read.

Headline

Treat the pattern, not the panel.

60 minutes, recorded. Dr Ana Reis.

Learn more

Art direction

Macro photograph of piano strings in daylight, cropped tight, warm cream border. Reads as an object, not a metaphor stock image.

Build note

The analogy is the highest-recall line in the class. Keep the wording identical everywhere.

InstagramStories and Reels, 9:16

The lead magnet as the smaller step.

Format: Static story, 3 frames
Objective: Lead-magnet opt-ins
Audience: Retargeting - visited the registration page, did not submit.

Primary text

Frame 1: Five tests your annual physical usually does not include.

Frame 2: Thyroid with antibodies. Fasting insulin with glucose. Cortisol rhythm across the day. Ferritin. Vitamin D.

Frame 3: One page, written the way a lab requisition wants them. Bring it to your next appointment and ask for the panel by name.

Headline

The Normal Labs Decoder

Free one-page checklist plus a five-day email course.

Get the checklist

Art direction

Cream frames, coral hairline rules, the five markers set in the display serif. Frame three shows the checklist itself on a desk in daylight.

Build note

Lower-friction offer for anyone who bounced off a 60-minute commitment.

MetaFeed and Reels

Blame reassignment - the strongest 15 minutes of the class, cut down.

Format: Video, 32 seconds
Objective: Registrations
Audience: Women 40-52, TX / FL / CO. Broad, no interest layer.

Primary text

Keto for five months. Four months on an antidepressant. Eleven classes at the gym. Six months of supplements nobody tested.

Every one of those intervened before anything was measured. That is a sequencing problem, and it is not a verdict on your discipline.

The full explanation is chapter three of a free class I recorded.

Headline

Why nothing has worked yet

Free 60-minute class, chaptered.

Watch

Art direction

Dr Ana to camera in daylight, no lab coat, no clinic set. Burned-in captions in the body sans. Cut on the sentence, never on a beat of music.

Build note

Do not add stock B-roll of tired women. The straight-to-camera cut tests as the honest one.

InstagramOrganic carousel, 4:5

Educational, zero ask. Rebuilds a channel that has gone quiet.

Format: Six cards plus a cover
Objective: Reach and saves - the account is currently dormant
Audience: Organic followers and the 300-name past-patient list.

Primary text

Cover: The six markers, and what each one is actually measuring.

One card per marker: the name, the one-line description, and the sentence about what a screening value is not asked to report.

Final card: your labs being normal is where the conversation starts, not where it ends.

Headline

Six markers, read as a set

Save this for your next appointment.

Save

Art direction

Numbered cards, 01 to 06, coral numerals on cream, one marker each. Same numerals as the class registration page so the two read as one system.

Build note

No call to action on the carousel. The bio link carries the class.

MetaFeed, retargeting

Credibility - the answer to 'is this the kind of thing my doctor would mock'.

Format: Single image, 4:5
Objective: Assessment calls
Audience: Watched 50% or more of the class, has not booked.

Primary text

I publish what I will not prescribe until I have measured.

It is a dated document listing which measurements have to exist before which interventions begin, which means you can check me against it rather than take my word for it.

It is also why two physicians send their own wives here.

Headline

The testing standard, in writing

Then a 20-minute assessment, if it looks like a fit.

Book

Art direction

The document itself, photographed flat on a desk in daylight. Legible headline, body text out of focus. No clinic branding flourishes.

Build note

Physician-referral proof is in the Offer Stack. Do not name the referring physicians.

Not on this account

What the practice will not run

Written down because these are the units a performance agency will propose in week two, and the answer needs to already exist in writing.

Countdown timers and 'doors close' language - the class is evergreen and saying otherwise is the one thing that would cost the practice its credibility.
Before-and-after body imagery, in any format, on any platform.
Fear-based visuals: the exhausted-woman-at-3am stock shot, the head-in-hands, the greyscale filter.
Any audience built from an inferred health condition. Targeting is geography and age; the copy does the qualifying.
Naming or characterising any physician, practice or competitor in a paid unit.

Every unit lands on the same page.

Which is also the page that has to survive the click, so it is the one worth reading next.

See the registration page