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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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 min
How to tell the difference between ad fatigue and a broken offer
Short answerAsk whether the offer ever worked. If it converted profitably for a stretch and then faded while frequency climbed,…
Oct 4, 2026 · 6 min
Why lowering your price usually won’t fix your conversion rate
Short answerLowering prices to increase sales rarely works, because price is rarely the reason people didn't buy. Low conversions almost…
Oct 3, 2026 · 6 min
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 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 — 3 articlesFunnels
Buying patterns, webinars and ascension paths. Which page is losing the money, and what to do about it.
04 — 4 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…