Reel Scripts — Version A (Original) vs Version B (Common Enemy)

Side-by-side comparison. Version B weaves in common enemies, the hustle origin, and the movement framework. Option 2 — no dad story.

PIN 1
The Founder Story
Version A — Original

Pure Emotional Story

Straightforward founder story. Chronological. Emotional. Ends on buying mum a house.
0:00 — 0:03
"At 17 I was homeless. At 28 I run a 150-person company across 3 countries."
0:03 — 0:12
"For as long as I can remember, I was a computer nerd. I started teaching myself SEO at 13. By 14 I was freelancing for an agency.

But things at home were falling apart."
0:12 — 0:28
"At 14, my mum lost the house. She had mental health issues and I had to go live with my dad. But that didn't last either.

At 17, I ended up on the streets. For 8 months.

I couch surfed, slept in homeless camps, and sometimes just... on the ground."
0:28 — 0:38
"The one thing I had was my laptop. I slept with it under my head, in my backpack, every single night.

That laptop was my only hope of getting out."
0:38 — 0:55
"I got assigned a social worker called Carla. She helped me on her day off every Friday — for months — before I even knew it.

She got me into a business program. That's where I met Graham, a 76-year-old ex-CEO who became my mentor.

And I got my first ever client. A small tradie. $250 a month."
0:55 — 1:15
"I grew the business by giving people a go — hiring people with unconventional backgrounds. People like me.

We're now over 150 people across Australia, the UK, and the US. Forbes 30 Under 30. SEMrush Agency of the Year, twice.

We've helped house over 50 kids who were in the same situation I was in."
1:15 — 1:30
"But the best part?

June 25th, 2021. I handed my mum the keys to her own home. For the first time in her life... she was safe."

"Nobody makes it alone."
Version B — Common Enemy

Origin Story + Enemy Seed

Same emotional arc but opens with the hustle origin and industry problem — plants the seed of WHY you do what you do. Connects the personal story to the professional mission. Sets up Reels 2 and 3.
0:00 — 0:04
"At 13, I was obsessed with the internet. By 14, an agency hired me to do their SEO. By 17, I was homeless. By 28, I run a 150-person company."
(Same direct-to-camera energy — hook has hustle AND a hero arc in 4 seconds)
0:04 — 0:14
"I was a computer nerd. I taught myself SEO at 13 — stayed up every night learning how Google worked. By 14, I was good enough that an agency hired me to do client work.

I saw how the industry operated. Agencies locking small businesses into contracts, charging a fortune, delivering nothing. I thought — there has to be a better way."
0:14 — 0:28
"But things at home fell apart. Mum lost the house. I went to live with my dad. That didn't work out either.

At 17, I ended up on the streets. For 8 months. Couch surfing, homeless camps, sleeping rough.

The one thing I had was my laptop. I slept with it under my head every single night."
0:28 — 0:42
"While I was under a bridge, I cold-called businesses and offered to do their SEO for free. 'Just pay me after, if it works.'

Four said yes. I worked out of McDonald's. Anywhere with free Wi-Fi.

Then a social worker called Carla got me into a business program. That's where I met Graham — a 76-year-old ex-CEO who became my mentor. And I got my first paying client. A tradie. $250 a month."
0:42 — 0:58
"I built the company on one rule: no lock-in contracts. Ever.

Because I'd seen what they do to small businesses. I'd watched agencies bleed people dry with 12-month contracts and zero results. I refused to be that.

I hired people with unconventional backgrounds — people like me. We're now 150 people. Australia, UK, US. Forbes 30 Under 30. Agency of the Year, twice."
0:58 — 1:15
"We've helped house over 50 kids who were in the same situation I was.

And on June 25th, 2021 — I handed my mum the keys to her own home. For the first time in her life, she was safe."

(Let it land. 2 seconds silence.)
1:15 — 1:25
"Nobody makes it alone."

"And that's why I'm now on a mission to educate 100,000 people — for free — so nobody gets taken advantage of by this industry again."
(Seeds Reel 3. Creates a thread across all 3 pinned posts.)

Verdict — Reel 1

Version A is a pure emotional story. It works. It'll get shares and saves.

Version B does everything A does PLUS plants the seed of your professional mission. The industry observation — watching agencies rip off small businesses — connects who you are (founder story) to what you stand against (predatory agencies) to what you're doing now (educating 100K). It also adds the cold-calling-under-a-bridge detail, which is cinematic and shows hustle in a way Version A doesn't.

Risk with B: It's ~10 seconds longer. You'd need to edit tighter. But the payoff is that all 3 pinned posts now tell one connected story instead of 3 separate ones.

PIN 2
The SEO Journey
Version A — Original

Educational Timeline

Chronological walk through SEO eras. Expert positioning. Educational tone.
0:00 — 0:04
"I've been doing SEO for 15 years. Here's how it's completely changed — and what you need to know right now."
0:04 — 0:14
"2011. I'm 13, teaching myself SEO. Back then, you could stuff keywords into a page and rank number 1. Seriously. It was the wild west.

2013. Google gets smarter. Penguin, Panda — suddenly you need real content and real links."
0:14 — 0:24
"2015. I start StudioHawk. Mobile-first hits. Half the agencies aren't adapting — they're still selling the same packages from 2012.

2018. E-A-T. Google wants proof you're a real expert. Suddenly all the gurus who've never ranked a single page start going quiet."
0:24 — 0:35
"2023. Everything changes. AI Overviews land in Google. And right on cue — every LinkedIn influencer is screaming 'SEO is dead!'

Meanwhile, the businesses actually doing SEO? They're seeing the biggest opportunity in a decade."
0:35 — 0:55
"No. It's not dead. It's evolving."

"SEO is 95% of AI Search. The other 5% is quickly just becoming part of SEO anyway.

But here's the problem — you've got agencies selling you outdated strategies, gurus selling you panic, and the 'SEO is dead' crowd selling you hot takes for engagement. None of them are actually helping you.

The businesses that cut through the noise will dominate. The ones that don't will wonder where their traffic went."
0:55 — 1:10
"I've spent 15 years doing this. 150 specialists. Agency of the Year, twice. Not opinions — data.

And I'm making all of it free. Because small business owners deserve to understand what they're paying for — and right now, the industry doesn't want you to.

Hawk Academy. Link in bio. No catch. You're the ally, not the customer."
Version B — Common Enemy

Enemy-Driven Expert

Same timeline but framed around the enemies at each stage — bad actors, misinformation, "SEO is dead" crowd. You're the one cutting through the noise.
0:00 — 0:05
"Every week, someone tells you SEO is dead. I've been hearing that for 15 years. Every single time, it's been wrong. Here's what's actually happening."
(Opens with the enemy — the "SEO is dead" crowd — instead of just a timeline)
0:05 — 0:16
"2011. I'm 13. I taught myself SEO because I was obsessed with how the internet worked. Back then, you could stuff keywords and rank. The industry was full of people taking advantage of small businesses.

2013. Google fights back. Penguin, Panda — suddenly the spammers get punished and real content wins."
(Each era now has a villain — the bad actors — and Google/you as the ones fighting them)
0:16 — 0:26
"2015. I start StudioHawk. No lock-in contracts — because I'd seen what they do to small businesses. While other agencies are locking people into 12-month retainers with zero transparency, I'm thinking: if I can't prove ROI, why should you stay?

2018. E-A-T. Google wants proof you're a real expert. The fake gurus and egotistic SEO people who've never ranked a real business start getting exposed."
(Names the enemies clearly: lock-in agencies, fake gurus, egotistic SEO crowd)
0:26 — 0:38
"2023. AI Overviews land in Google. And right on cue — three types of people show up:

The 'SEO is dead' crowd — writing hot takes for engagement. They're not doing SEO. They're doing content about SEO.

The fake AI experts — repackaging ChatGPT prompts as 'AI strategy.'

And the PPC bros telling you to just spend more on ads. Convenient advice when they're the ones running your ad account."

(Names all three enemy groups explicitly — this will polarise and engage)
0:38 — 0:52
"The truth? SEO is 95% of AI Search. The other 5% is quickly becoming part of SEO anyway. It's not dying — it's the biggest opportunity in a decade.

But here's who benefits when you don't understand this: the agencies charging you $5K a month for strategies from 2019. The gurus selling you panic courses. The PPC agencies who want you dependent on ad spend forever.

They win when you're confused. I want you informed."
0:52 — 1:05
"I've got 150 specialists and 15 years of data. Not opinions. Data.

And I'm making all of it free. Because small business owners, marketers trying to keep up, founders figuring this out on their own — you're my people. You're the allies. Not the agencies. Not the gurus.

Hawk Academy. 3,400 members. Free. Link in bio. You're the ally, not the customer."

Verdict — Reel 2

Version A is solid education content. Expert positioning. It works as a standalone piece.

Version B is polarising — in a good way. It calls out specific enemies: the "SEO is dead" hot-take crowd, fake gurus, and the industry's deliberate opacity. This will get more comments, more shares, and more saves because people either strongly agree or strongly disagree. Both drive reach.

The key line: "The SEO industry has gatekept this knowledge for too long. That's why agencies can charge whatever they want." This positions Hawk Academy as an act of rebellion, not just a free course. People join rebellions.

Risk with B: Some agency owners might push back. But that's actually fine — their pushback creates engagement, and your audience (small business owners, marketers) will side with you.

PIN 3
The 100K Mission
Version A — Original

Urgency + CTA

Warning-style opening. Shows the problem (AI answering before clicks). Introduces the 100K mission. Direct CTA.
0:00 — 0:04
"AI is about to make most businesses invisible online. And almost nobody is preparing for it."
0:04 — 0:16
"Right now, when someone Googles something, AI is answering for them — before they ever click on your website.

If your business isn't showing up in those AI answers, you're losing customers every single day. And you don't even know it."
0:16 — 0:30
"I've spent 15 years building one of the largest SEO companies in the world. 150 specialists. 3 countries. We see the data.

And the data says: the window to adapt is closing fast. Businesses that move now will own their market. The rest will be playing catch-up for years."
0:30 — 0:45
"That's why I'm on a mission to educate 100,000 people on AI Search. Completely free.

I built Hawk Academy — 3,400 members and growing. It used to be paid. I made it free because this is too important.

We're at about 8,400 out of 100,000. I want you to be part of that number."
0:45 — 0:55
"Link in bio. Hawk Academy. Free. No catch. No upsell.

Follow here for daily AI Search tips. Subscribe on YouTube for deep dives. And let's get to 100K."
Version B — Common Enemy

Movement + Origin Thread

Ties back to Reel 1's hustle origin. Names the enemies explicitly. Frames the 100K mission as a movement against an industry problem, not just education.
0:00 — 0:05
"I taught myself SEO at 13 because the industry was ripping off small businesses. 15 years later, not much has changed. So I'm giving it all away for free."
(Callbacks to Reel 1's hustle origin. If someone watched that first, this hits harder. If they didn't, it still works as a standalone hook.)
0:05 — 0:18
"Right now, AI is answering people's questions before they ever click on your website. Most businesses have no idea this is happening.

And the SEO industry? They're not helping. Half of them are selling you the same strategies from 2019. The other half are telling you SEO is dead so you'll panic-buy their new 'AI' service.

Neither is true."
0:18 — 0:30
"The truth is simple. AI Search is SEO. It's not a different thing. And the businesses that understand this now will dominate their market for the next decade.

I have 150 specialists and 15 years of data telling me this. Not opinions. Not hot takes. Data."
0:30 — 0:45
"So I'm doing something about it. I'm on a mission to educate 100,000 people on AI Search. For free.

I built Hawk Academy. 3,400 members. It used to be paid — I made it free. Because this knowledge shouldn't be locked behind an agency retainer that most small businesses can't afford."

(This is the common enemy crystallised: gatekept knowledge + unaffordable agencies)
0:45 — 0:58
"We're at 8,400 out of 100,000. That's 8%. I want you to be part of that number.

Hawk Academy — link in bio. Free. No lock-in. No upsell. No catch.

Because I've seen what lock-in contracts and gatekept knowledge do to small businesses. And I refuse to be part of that."
(Full circle. The last line mirrors the industry stance from Reel 1. This is the thread.)

Verdict — Reel 3

Version A is a clean, direct CTA video. It works. It'll convert.

Version B turns the CTA into a movement. The closing line — "I've seen what lock-in contracts and gatekept knowledge do to small businesses. And I refuse to be part of that." — ties the 100K mission directly to your origin story from Reel 1. Someone who watches all 3 pinned posts gets a complete narrative arc:

Reel 1: Who is this person? (Homeless kid who taught himself SEO at 13, saw the industry ripping off small businesses)
Reel 2: Can I trust them? (15 years, 150 team, calling out the BS)
Reel 3: What do they want from me? (Join a free movement, no catch, because he's been burned by the alternative)

That's a conversion funnel disguised as 3 pinned posts.

Risk with B: Naming enemies explicitly ("half the industry is selling 2019 strategies") will polarise. But polarisation = engagement = reach. Your allies (small business owners) will DM you saying "finally someone said it."

Overall Recommendation