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 your checkout page is where the offer breaks, not the sales page
Short answerThe checkout is the first place a buyer sees the whole deal at once: the price, what's actually included,…
Oct 10, 2026 · 6 min
Why duplicating a winning ad set almost never works
Short answerWhen you duplicate a winning ad set, you copy the ad, not the reason it won. The win came…
Oct 9, 2026 · 6 min
How to name a mechanism so it sounds like a method and not a gimmick
Short answerA mechanism name sounds like a gimmick when the name is bigger than the truth underneath it. Start with…
Oct 8, 2026 · 7 min
How to write a sales page for someone who has been burned before
Short answerOvercoming buyer skepticism starts with assuming they think you're lying until you prove otherwise, and building the page in…
Oct 7, 2026 · 6 min
How to get ten genuinely different ad concepts from one offer
Short answerStop varying the ad and start varying the buyer. Lock down who the offer is for, the real problem…
Oct 6, 2026 · 7 min
How to sequence a sales page so belief builds before the price appears
Short answerOrder the page by the beliefs a buyer needs, in the order they need them. For a skeptical cold…
Oct 5, 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 — 4 articlesCopywriting
Emails, sales pages and direct response writing for markets that have heard every promise already.
03 — 4 articlesFunnels
Buying patterns, webinars and ascension paths. Which page is losing the money, and what to do about it.
04 — 5 articlesMeta Ads
Diagnosing and fixing paid social accounts. What to kill, what to keep, and how to tell the difference before you…
05 — 4 articlesOffers
Offer architecture, mechanisms and pricing. A better offer beats better ads every time, so this is where the leverage actually…