The Format Library →

The hooks, ads, and the landing pages for our coaching campaign

#19 · GROWTH

The program you've been meaning to launch for two years

“You've had the idea since 2024. It's still a Google Doc.”

10 formatsone landing page
THE IDEA
TYPE-OUTPrompt type-out · 9:16 · 13.4s
“Build the group coaching program I’ve been sitting on since 2024”
build revealed →
The line types out at about the speed a person types. It ends on a draft, not a finished thing.
SCROLLVertical artifact scroll · 9:16 · 9.0s
14 files, one folder
You can see the problem without reading anything, so the copy doesn’t repeat it.
UGCUGC talking head · 9:16 · 25s
▶
“I’m not a coach.”
We haven’t shot this one yet. The person is a generated stand-in, not a customer.
ARTIFACTStatic artifact mimicry · 4:5
Group Program — DRAFTjan 2024
This works by looking like a real document. If it looks art-directed, it stops working.
TYPE-ONLYStatic type-only editorial · 4:5
12 people× $2,000× 2 years
still in your drafts
The only one where the creative makes the whole argument on its own.
NOTESNotes-app mimicry · 4:5
Group program — outlineedited jan 2024
The artifact she actually owns. The last line — “set up the space??” — is the hook.
THREADiMessage mimicry · 4:5
Do you ever run a group version?
•••
A client asking for the group version, in her own texts. The typing indicator never resolves.
EMAILEmail-to-self mimicry · 4:5
2026Maya → me · jan 5, 7:41 am
Her own resolution, with a date on it. The fact that it’s 18 months old is what makes the argument.
AI CHATChat transcript · 4:5
…outlined since 2024. Build it.
✓ 8-week program space
The one native surface we own honestly — competitors have to fake it.
SPLITBefore / after · 4:5
2024TODAY
The two panels next to each other make the whole point — no copy needed.
PRODUCED
TYPE-OUT produced▶MP4 · 403f
SCROLL produced▶MP4 · 270f
UGC producedPERSONA ONLY
ARTIFACT producedCEILING
TYPE-ONLY producedCEILING
NOTES producedR2 · STATIC
THREAD producedR2 · STATIC
EMAIL producedR2 · STATIC
AI CHAT producedR2 · ILLUSTR. UI
SPLIT producedR2 · ILLUSTR. UI
LANDING PAGE · ?a=19
circle.so/coaches?a=19
Product ›Circle Plus ›Resources ›DiscoverPricing Log inStart free trial
Circle for coaches

The program you keep meaning to launch.
Describe it once.

Watch Circle AI start building the program itself, not a plan for it — minutes, not weekends.

BusinessFitnessLifeHealthCareer
Build the group coaching program I've been sitting on since 2024
📎🎤
Build it →
+ paste your doc8-week group program at $199/mo12-person cohort, Tuesdays
✓ Free 14-day trial · No credit card
Your description becomes your setup — Circle AI starts from exactly what you write.
Elsynergy$10K/mo doing 1:1 → $400K in three weeks → $2M over three years.
Two to four minutes in: something real on screen — small to start, and yours to edit.
Ported from the live page. Four slots change per hook: H1, sub-head, the pre-filled prompt, the proof card. Everything else is fixed.

We haven’t built this one yet

← Back to #19, the one that’s built

→

WHAT THE HOOK IS

WHY I THINK IT WORKS

WHAT TO WATCH

MATCHED PROOF

AD → LANDING PAGE CHECKLIST

Before we spend: does the ad match the page?

Someone coming in cold decides in about a second whether the page they landed on is the thing the ad promised. When it isn’t, we’ve paid for the click and wasted it. So I’d like us to check every ad against the page it points at, as a pair, before it goes live.

The first five are the ones I’d treat as non-negotiable — if one fails, the pair shouldn’t run. Six through nine are worth fixing before we spend. The last one is just something to keep an eye on.

1Same promise, word for wordThe page offers the exact thing the ad offered — not something close to it.
2We can actually deliver itIf Circle AI can’t really produce what the ad showed, the ad was a lie.
3They know they’re in the right placeThe ad said coach. The page says it back before they scroll.
4They know what they’re signing up forIt’s clear they’re starting a Circle trial — not just getting an answer to one question.
5Exactly one askOne thing to do, and it’s the thing the ad implied. If there are two CTAs, we’ve really made two ads.
6The page finishes the ad’s sentenceRead the ad text, then the headline, out loud, back to back. It should sound like one thought.
7It stays as specific as the ad wasSpecific ad → vague page reads as bait, even when it isn’t.
8The effort matches what we promisedPromise something fast, then ask for six form fields, and the promise is broken.
9The proof backs up this claimOne customer whose story is actually this hook — not a row of logos.
10It still feels like one companyA deliberately rough ad landing on a polished page is a tonal jump. Not fatal, but watch it.

And three things stay out of every one of these, whatever the checks say: no countdowns, no income claims, and nothing about becoming a coach — every hook assumes someone who already has clients. No exceptions on those three.

Honestly, two quick tests will tell you more than the whole checklist. First, read it aloud — the ad text, then the page headline, back to back. Does it sound like one person talking, or two different companies? Then show someone only the landing page and ask what they think the ad said. If they can describe it, the pair is working.

ZOOM