The recommended new ad, rendered. Read the full hour, all 30 rounds.
New ad hook (Halbert won over the status-gap line):
He used to take things apart. Now he just watches.
Primary text, mechanism-first, 43 words:
Wright's coaches ask until he builds it himself.
The first step is free, about sixty seconds to begin.
He ships something real in 14 days, or the $29 comes back.
The kit stays with him either way.
Page hero:
This is where your kid ships the first thing that works. / About sixty seconds to start. No card, no login.
Offer frame:
$29 buys the first three modules and a 14-day ship-or-refund. If nothing ships, every cent comes back and the kid keeps the kit. The fuller arc, paying customer in Module 6 and permanent portfolio in Module 12, exists at higher prices for kids who proved to themselves they can build. The $29 is proof before commitment, not a discount on the fuller program.
Single highest-conviction change:
Replace the current cold ad primary text with the 43-word structure: mechanism first ("Wright's coaches ask until he builds it himself"), then free entry and time cost ("The first step is free, about sixty seconds to begin"), then price and guarantee ("He ships something real in 14 days, or the $29 comes back"), then permanence ("The kit stays with him either way"). This order, mechanism before price, is the change with the highest leverage because it earns the price before naming it.
Biggest disagreement:
Whether to lead the cold ad with a status-gap hook ("Other kids build. Yours just watches.") or a behavioral memory hook ("He used to take things apart. Now he just watches."). Halbert won: the behavioral memory creates recognition requiring one fewer cognitive step than comparison at the 0.4-second scroll window. The status-gap hook became Creative B for frequency testing only, not the primary.
Where they agreed:
Both agreed on the behavioral memory hook over status-gap, the 43-word primary text structure (mechanism, free entry, guarantee, permanence), the headline "His first real thing," the /start page copy, the artifact-first conversion page architecture, the permanence framing in the guarantee, the purchase email, and the Module 3 bridge line.