Direct response · Paid traffic · Offers
Marketing advice with the numbers still attached.
Most of what gets written about ads and funnels is someone describing a result they never produced. This is the other thing. Frameworks that came out of real accounts, real spend, and a decent number of expensive mistakes.
2014
Buying traffic since
$10M+
Managed ad spend
Zero
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Why the storytelling most marketers use in emails backfires
Short answerThe storytelling most marketers are taught for email marketing backfires: the cinematic opening scene, the long wind-up, the dramatic…
Oct 2, 2026 · 6 min
The difference between an ad concept and an ad hook, and why it matters
Short answerA concept is who the ad is for and how they see their problem at one moment: one person,…
Oct 1, 2026 · 6 min
How long to leave a Facebook ad set running before you judge it
Short answerThere isn't one number for how long to run Facebook ads, because you're making different calls on different clocks.…
Sep 30, 2026 · 6 min
Why more steps in your funnel can raise conversions instead of lowering them
Short answerA multi-step funnel raises conversions when each step does persuasion work the buyer needs before they can say yes.…
Sep 29, 2026 · 6 min
How to build a front end offer that does not cannibalize your backend
Short answerBuild the front end to get the buyer past one obstacle, completely, and to teach them why the problem…
Sep 28, 2026 · 7 min
How to write a subject line that earns the open without tricking anyone
Short answerA subject line earns the open by telling the reader plainly what the email is about and giving them…
Sep 27, 2026 · 6 minBrowse by topic
Ad Creative
Concepts, hooks, images and the copy that goes with them. Creative does the targeting; this is how to make it…
02 — 3 articlesCopywriting
Emails, sales pages and direct response writing for markets that have heard every promise already.
03 — 2 articlesFunnels
Buying patterns, webinars and ascension paths. Which page is losing the money, and what to do about it.
04 — 3 articlesMeta Ads
Diagnosing and fixing paid social accounts. What to kill, what to keep, and how to tell the difference before you…
05 — 3 articlesOffers
Offer architecture, mechanisms and pricing. A better offer beats better ads every time, so this is where the leverage actually…