THIS WEEK AT HPM.

What it means

• Checked before it ran. Sergio approved every ad on his own review page, and each one was checked against the Medicare, FTC and phone consent rules.
• Florida's numbers are in. 17 organizations and 537 products, in the copy, the pages and the approval page.
• Our own lead system. Leads land one row per person and go straight to Ryan, with an email the moment one comes in.
• Where it stands. Meta turned down a few of the form ads; we're leaving those as they are. Texting is next: our toll-free number is in verification.

Sergio's approval page · Ryan's launch page

What it means

• How it works. Where the ads run, the two ways in, what every lead was told, and what they asked for: a call from a licensed agent at a time they choose.
• Every ad, side by side. Each ad with its video, its A and B pages, and what the lead asked for.
• His leads. An instant email for each new lead, one row per person in his sheet, and a box that sends questions straight to Nick.

Ryan's launch page

What it means

• $152, all in. Three campaigns, one for each new episode (S4E3, S4E4, S4E5), at about $7.15 a day each, from 9/30 to 10/12.
• About 2.4 cents a subscriber. Veefly charged 23 cents. That's about ten times the subscribers for the same money.
• What's next. Every new episode gets $50 of subscriber ads, and the winning ad keeps running.

S4E5 toolkit page

What it means

• It knows the show. The screenplay guide, Justin's voice, and every past episode with its full transcript, themes and quotes, so episodes call back to old moments and never repeat.
• It reads the live guest sheet. The team's schedule is copied in every couple of minutes, so the builder always knows who's up next.
• The psychology is built in. Five acts, the cold open, loops opened early and closed on purpose, moments planted and paid off later.
• A closed loop. A mechanical check, then an independent reader. When it passes, the pack goes to Nick's team on its own and the pages build themselves.
• Branded for the guest. Their own site with a pre-show form, a PDF of what we'll talk about, and a short link. Justin gets a phone page to keep open while recording.
• It gets better every run. Every pack is saved; a break picks up where it stopped; and every mistake Nick catches becomes a permanent check.
• Proven. Live 10/6, more than 25 changes, rebuilt 10/9. On 10/10 the full two-tap run came back clean: "it all came back perfect this time."

The screenplay guide

What it means

• The AEP kickoff recap. Final on 10/8.
• Rebecca Kyle's cards. All four portrait designs: the Broker title, her photo in a frame, and a blush accent pulled from it.
• A videographer sheet. A shoot and delivery sheet for the Closed videographer, three versions on 10/8.
• Closed. Twenty shorts each from S4E3, S4E4 and S4E5 scheduled on YouTube through late October; S4E6, Behind The Scenes, is in production.

What it means

• Closed. S4E3 and S4E4 went out as closed loops, each with a guest package and twenty shorts.
• The Closed system. The screenplay guide, the schedule board, the episode builder and the connector.
• AidenCRM, Cyndy's course, agent materials. The marketing package all but done; the course live with eight modules and a certificate; flyers, feather flags and coasters.

Last week's page, all eight videos