The First-Session Tripwire
Presented exactly like the $0.99 Appointment Engine campaign — the same 8-tab experience and the real funnel WALK — in double branding. Flip the switch to re-skin the entire funnel.
First-Session Tripwire — Marchand
A low-cost first paid session, reserved with a refundable card-on-file hold, into a booked-and-shown visit where the plan is built. Built exactly like the $0.99 Appointment Engine — same 8-tab experience, same real funnel walk. Claim one honest first session; decide the rest in the room.
A low-cost first session reserved with a refundable card-on-file hold — the defining Funnel-2 trait is an explicit transaction up front (the hold) that gates the slot and creates the highest-intent ‘tripwire buyer’ segment. The reframe: you don’t commit to a package to start — you claim one honest first session, and decide the rest in the room.
A low-cost first paid experience reserved with a card-on-file refundable hold — AXIS runs it loud ($99, reg. $399), Marchand runs it restrained ($95 introductory assessment, credited in full). The full page-walk is built — landing → claim → schedule → confirmed → thank-you. The session IS the sales room.
A sub-dollar report variant to read willingness-to-pay even lower in the funnel, mirroring the $0.99 Appointment Engine entry.
A no-credit-impact pre-qualification surfaced post-session — turns the package into a weekly number ($27/wk*).
The multi-session package + membership presented at the session — the back end the tripwire feeds.
A time-boxed ‘new-client sessions for
Why it converts — the value equation
A real contouring result, mapped to your proportions
A board-certified provider builds the plan in the room
Reserve in ~60 seconds; a session booked this week
One area, a refundable hold, no package to buy to book
What the lead receives — a brand-designed session pass & confirmation with a short prep guide (what to bring · what happens · next step), delivered by text and email the instant the refundable hold + slot are placed. This is the real deliverable, re-skinned per brand — flip the switch above to re-skin it.
Your assessment is reserved.
A quiet confirmation is on its way. A member of the practice will be in touch to see you settled before your visit.
- Comfortable clothing you can change from with ease
- A short note of the questions on your mind
- Photo identification (adults 18+)
- Please arrive ten minutes before your time
- An unhurried conversation with Dr. Marchand about your goals
- A considered plan mapped to your proportions — one session is a starting point, and individual results vary
- Any figures are reviewed privately; nothing is decided in the room
Demonstration asset — no card is collected or charged and no message is actually sent. Body contouring is a cosmetic, elective choice, not a weight-loss treatment. One session is a starting point and individual results vary. Candidacy is confirmed only by a licensed, board-certified provider at your visit. Prices, dates and any financing figures shown are demonstration placeholders [SUBSTANTIATE per clinic]; financing, where offered, is a soft credit check with no impact to your credit score. Adults 18+. No before/after imagery is used.
You're booked. See you soon.
This pass is your session — text and email confirmations are already on the way to your phone and inbox.
- Comfy, easy-to-move-in clothing
- Your top questions — bring them all
- Photo ID (18+)
- Show up 10 minutes early
- About 45 minutes, one focus area
- A board-certified provider builds your full plan with you — one session is a starting point; results vary
- You'll see options and transparent pricing* — zero pressure to decide in the room
Demonstration asset — no card is collected or charged and no message is actually sent. Body contouring is a cosmetic, elective choice, not a weight-loss treatment. One session is a starting point and individual results vary. Candidacy is confirmed only by a licensed, board-certified provider at your visit. Prices, dates and any financing figures shown are demonstration placeholders [SUBSTANTIATE per clinic]; financing, where offered, is a soft credit check with no impact to your credit score. Adults 18+. No before/after imagery is used.
Your visit is reserved. We can't wait to meet you.
A warm confirmation is on its way to your phone and inbox — this little pass holds your place.
- Something comfortable to change into
- Any questions you'd love answered — no such thing as too many
- Photo ID (18+)
- Arrive a few minutes early so we can settle you in
- A warm, unhurried chat about what you'd like to feel
- A plan mapped gently with you — one visit is a starting point, and individual results vary
- Flexible options if you'd like to go further — never any pressure to decide today
Demonstration asset — no card is collected or charged and no message is actually sent. Body contouring is a cosmetic, elective choice, not a weight-loss treatment. One session is a starting point and individual results vary. Candidacy is confirmed only by a licensed, board-certified provider at your visit. Prices, dates and any financing figures shown are demonstration placeholders [SUBSTANTIATE per clinic]; financing, where offered, is a soft credit check with no impact to your credit score. Adults 18+. No before/after imagery is used.
You're reserved. Instrument time is held.
A confirmation is on its way to your phone and inbox. This pass holds your measured first session.
- Fitted, movement-friendly clothing for an accurate read
- Hydrate normally before your visit
- Photo ID (18+)
- Arrive 10 minutes early for check-in
- A baseline body-composition scan and a measured first session
- Your provider reads the numbers and matches a protocol — one session is a starting point; results vary
- Transparent figures if you continue* — no pressure to decide in the room
Demonstration asset — no card is collected or charged and no message is actually sent. Body contouring is a cosmetic, elective choice, not a weight-loss treatment. One session is a starting point and individual results vary. Candidacy is confirmed only by a licensed, board-certified provider at your visit. Prices, dates and any financing figures shown are demonstration placeholders [SUBSTANTIATE per clinic]; financing, where offered, is a soft credit check with no impact to your credit score. Adults 18+. No before/after imagery is used.
You're locked in. Let's go.
This pass is your session. Text and email confirmations are already firing to your phone and inbox.
- Training-ready gear you can move in
- Water — hydrate like any session
- Photo ID (18+)
- Roll in 10 minutes early to get set up
- One target zone, one focused session
- Your provider maps your sessions-to-goal protocol — one session is a starting point; results vary
- You'll see the full plan and transparent numbers* — no pressure to commit in the room
Demonstration asset — no card is collected or charged and no message is actually sent. Body contouring is a cosmetic, elective choice, not a weight-loss treatment. One session is a starting point and individual results vary. Candidacy is confirmed only by a licensed, board-certified provider at your visit. Prices, dates and any financing figures shown are demonstration placeholders [SUBSTANTIATE per clinic]; financing, where offered, is a soft credit check with no impact to your credit score. Adults 18+. No before/after imagery is used.
Conversational AI Layer — Swift & Starling
One brain, two surfaces on the First-Session Tripwire spine. Swift handles chat, SMS & DM; Starling handles voice. They share one calendar, field map, hold logic and compliance guardrails — a lead who starts on chat and finishes on a call is one continuous record, never re-asked. No candidacy diagnosis and no routing quiz here (that is Funnel-1): the job is to help a new client claim the low-cost first session, place the refundable hold, and self-schedule.
The one job
Turn any contact into a booked-and-shown first session — because the session is the sales room. Speed-to-lead in minutes (first touch < 5 min; Starling outbound often < 60s). Recover every abandoned claim and every hold-not-scheduled. Never diagnoses — a board-certified provider confirms candidacy and builds the plan in the room.
Swift — Site / DM Chat Widget
ChatFront-desk coordinator on the site chat widget, SMS and IG/FB DMs. Runs GHL native Conversation AI. Its purpose is to move the lead into the claim flow, not to interview them.
- Confirm intent — "the $99 first session" (AXIS) / "an introductory assessment" (Marchand)
- Single focus area — belly / flanks / arms / thighs / back (or "not sure")
- Explain the refundable hold in one honest line → hand to booking
- Contact + consent captured; nothing diagnosed, no price haggling
Swift (AXIS): "Easy — the $99 covers one real session on one area, and a $25 refundable hold just locks the new-client slot. Want me to grab you a time this week?"
Starling — Voice Agent
VoiceInbound 24/7 + outbound speed-to-lead / claim-abandon / hold-not-scheduled / reminders / no-show recovery. GHL native Voice AI (inbound) or Vapi/Retell (outbound).
- Inbound: "Thanks for calling {{brand}}, this is Starling — how can I help?"
- Outbound (abandon): "Hi, is this {{first_name}}? Starling from {{brand}} — you started claiming your first session and I can hold your slot in about a minute."
- Natural latency, barge-in allowed, short turns
- Recording / AI disclosure where the state requires it (verify-live)
SMS / DM Auto-Responder
Speed-to-leadSwift's instant first-touch (< 60s) on a new lead or a claim_partial_capture, plus native Missed-Call-Text-Back on the clinic number.
- Opt-out on the first message; respect STOP / HELP + quiet hours
- Never sends SMS without
sms_consent - Fires on the first keystroke lead → "want me to finish holding your slot?"
Missed-call (AXIS): "Sorry we missed you — AXIS Body Co.! Want to claim your $99 new-client session? Reply here and I'll hold a slot."
Booking + Hold Bot
BookingReads the one Session calendar. Explains + places the card-on-file refundable hold, offers real dated slots, confirms, writes session_datetime — the reminder ladder enrols automatically.
- Refundable hold reserves the slot —
hold_placed→tripwire_buyer - Then offer 2–3 real dated slots (never a resetting countdown)
- On pick →
session_booked(north star) + confirmation card
Swift: "Slot's held. I've got Thu Oct 16 at 11:00 or Mon Oct 20 at 1:00 — which works?"
Reminder / No-Show Recovery
RetentionReminder ladder pre-empts the no-show; Starling recovery call + rebook link recovers it. Also owns hold-placed-not-scheduled — a held slot with no time picked.
- Confirmation on book → T-24h prep → T-2h SMS → T-1h "Reply C to confirm"
- Hold-not-scheduled → +20min nudge → +4h → +1d "your slot is still held"
- No-show → +5min one-tap rebook → +1d empathetic → +3d final nudge
Starling / SMS (no-show +5min, Marchand): "We held your assessment and understand plans change. Whenever convenient, a new time is here — your $95 stays credited."
Marchand
Clinical-Luxe · Archetype A
Register: concierge, understated, precise, unhurried
The offer: "an introductory assessment, $95 credited in full — fully refundable"
Hold framing: "a held reservation, with a card on file"
CTA: "Reserve an introductory assessment." / "Hold my reservation."
Voice: full sentences, no emoji — restraint, proportion, no discount
AXIS
Bold-Modern · Archetype C
Register: confident, energetic, direct, benefit-led
The offer: "$99 first session (reg. $399), $25 refundable hold, packages later"
Hold framing: "a $25 refundable hold that goes toward your session"
CTA: "Claim my $99 session." / "Reserve my slot."
Voice: short lines, tasteful emoji — new-client price, limited slots
Escalate to a human immediately (tag bot:handoff-human, notify coordinator, pause bot) on:
- Any medical / clinical question — symptoms, medications, complications, "am I safe to…", pregnancy, existing conditions →
bot:red-flag, immediate human, never answer - Anything about the card / charge / refund dispute — the hold is a demo/secure-vault step; never improvise payment terms, hand to a human
- A confirmed booking, or a buying signal on a package/membership (humans close big cases in-room)
- Explicit request for a human · frustration / repetition · anything outside FAQ + claim + booking
- Graceful fallback, never fabricate: "Great question — let me have the coordinator confirm that and text you right back."
- Never reveal "AI/bot" — Swift & Starling are presented as clinic staff
No medical advice
Never diagnose, treat, or guarantee outcomes. "One session is a starting point; results vary" — the provider confirms the plan in the room.
Neutral language
No 2nd-person defect language ("your fat") — "stubborn fat that resists diet and exercise."
Card-on-file honesty
State the hold is refundable and goes toward the session; never imply it is the full price or non-refundable. No card details ever touch the bot.
TCPA / A2P + PHI
Opt-out on first SMS; honor STOP/HELP + quiet hours. Capture only what's needed to book; no health field to any ad pixel.
GHL Back-End — Tripwire Journey
The GoHighLevel automation layer behind Funnel-2: one acquisition pipeline built backwards from the north star (lead → booked-and-shown first session → in-room package/membership), five leak-point workflows, a claim/hold-tied tag/field taxonomy, and the pixel_safe PHI gate. The defining Funnel-2 trait: a card-on-file refundable hold gates the slot, so hold_placed creates the highest-intent segment (tripwire_buyer) before a time is ever picked. Every stage has a buyer-action entry and a named exit for both the positive and the leak case.
Partial or full claim capture fires
leak → speed-to-lead ①
claim_started — entered step 1
leak → claim-abandon ②
Contact + area + consent
hold_placed — slot reserved
leak → hold-not-sched ③
session_booked — north star
leak → no-show ladder ④
Appt status = Showed
Package + membership + financing shown in-room
undecided → Deciding (Ph-2)
Package or membership sold
→ review/referral ⑤
Held or shown but not progressing. Any open/click bumps back to the matching active stage. The $99 buyer is warm — long-term next-area upsell.
Not a fit, or a bot bot:red-flag. Polite low-touch redirect; dnd if requested; refund the hold if applicable.
Speed-to-Lead
Trigger: claim_started / claim_partial_capture / new-lead, or Missed-Call-Text-Back.
Channels: instant SMS + Starling outbound call + owner notify.
- T+0s offer-matched SMS ("finish holding your slot", opt-out on first msg)
- T+0s Starling call attempt (consent-gated)
- Wait 15 min, check → exits if hold_placed fires, else hand to Swift
Claim-Abandon Recovery
Trigger: claim_partial_capture present, hold_placed absent after 30 min.
Timing: +30 min → +4h → +1 day (decreasing).
- Friction-remover: restate the honest scope + refundable hold, one CTA back to the exact step
- Wait-then-check: exits instantly if hold_placed fires
- No action after +1 day → Nurture lane
Hold-Placed-Not-Scheduled
Trigger: hold_placed, session_booked absent after ~20 min.
Sequence — they've already paid to hold, so be direct:
- +20min "your slot is held — grab a time" + one-tap calendar
- +4h show 2–3 real dated slots inline
- +1d "we'll keep your slot / hold until {{date}}" → Starling call
No-Show Ladder + Recovery
(a) Reminder ladder — pre-empts the no-show:
- Confirmation on book → T-24h prep → T-2h SMS → T-1h "Reply C"
- Reschedule link in every message; the card-on-file hold is the anchor
(b) Recovery — status = No-Show:
- +5min zero-guilt one-tap rebook (hold/credit preserved) → +1d empathetic → +3d final nudge
Post-Session Upsell Nurture
Trigger: session_shown + plan presented, not yet package_won.
- +1d recap of the mapped plan + financing (from $27/wk*, gated post-session)
- +3d one objection per touch (cost → financing-first; timing → results-vary honesty)
- +7d "reserve your package spot or continue as-is?" → Nurture / next-area if cold
- Then CSAT-gated review + referral ask
Universal guard steps
- Exit if human-handled present (a human already acted)
- Exit if the next-stage tag already fired (e.g. session_booked)
- Exit if dnd / bot:opted-out
- One workflow owns each lifecycle band — no overlapping triggers
Custom fields — the claim payload
- focus_area
- belly / flanks / arms / thighs / back / not-sure
- timeline
- new_client (AXIS) / introductory (Marchand)
- segment
- tripwire_buyer / assessment_reserved — set at hold_placed
- hold_status
- none / placed / refunded — drives leak ③
- session_datetime
- booked slot — enrols the reminder ladder
- lead_score
- behavioral integer — hold_placed is the big jump
- lead_temp
- hot / warm / cold — who Starling touches first
- sms_consent
- bool + timestamp — gates every SMS
- pixel_safe
- default true — gates the CAPI step
Prefix-namespaced tags
Brand (routes voice skin):
brand:marchandbrand:axis
Segment: segment:tripwire_buyersegment:assessment_reserved
Focus: area:bellyarea:flanksarea:arms
Stage / behavior: new-leadclaim-startedhold-placedsession-bookedno-showpackage-won
Routing / suppression: qualifiedlong-term-nurturednd
The pixel_safe gate — PHI never to Meta Pixel / CAPI
- Fire only non-PHI events: Lead, InitiateCheckout (the hold), Schedule — no area, no procedure, no contact health detail in the payload, ever.
- The pixel_safe boolean gates the CAPI step; the mapped payload physically cannot reference a PHI field. Contact fields stay console/CRM-only in the demo.
- Verify zero PHI in the event map before launch (HIPAA + Meta policy).
Session calendar + card-on-file hold
Embedded inside the claim widget at peak intent (no dead-end). Round-robin across technicians/providers, ~45 min, buffer, 12–24h min-notice; real dated slots, no resetting countdown.
Refundable hold (AXIS $25 / Marchand $95 credited-in-full) via a secure GHL/Stripe card-on-file — the strongest no-show reducer and the highest-intent signal. Non-functional demo in this template.
Two-way SMS confirm ("reply C"); reschedule link in every message.
Compliance spine
TCPA / A2P 10DLC: per-clinic Trust Center registration; consent checkbox + timestamp; quiet hours ~9am–8pm local. Email-only until A2P approved.
Card-on-file honesty: hold framed as refundable and credited; never as final price. In production a secure GHL/Stripe hold; no card data in the demo.
HIPAA / BAA + Meta: signed GHL BAA; minimum-necessary capture; neutral condition language; before/afters LP-only, cosmetic-not-weight-loss, 18+.
Permissioned, platform-native social proof mounts here across the funnel. Shown as an illustrative demo placeholder — real, consented reviews are set per clinic at onboarding.
Demo / proof template for a Penguin Agents build. Marchand Aesthetic Surgery, AXIS Body Co., Boutinic Aesthetics, KELVIN and FORGE Studio are fictional demonstration brands, not real practices. Body contouring is a cosmetic, elective procedure — not weight loss; individual results vary; one session is a starting point; nothing here is medical advice or a diagnosis; candidacy is confirmed only by a board-certified provider at the visit. The card-on-file hold is a non-functional demonstration — no card is collected or charged. All prices ($99 / $399 / $299 / $149 / $95 / $50 / $25 / $27/wk / $1,499) and dated availability are demonstration placeholders, set per clinic at onboarding.