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 short copy is not the opposite of long copy
Short answerShort copy and long copy do the same job: move one reader through one argument to a click. Long…
Oct 12, 2026 · 6 min
Why a plain image with a line of text often beats the photo you paid for
Short answerA beautiful photo is picked for how it looks. A plain image with one line of text on it…
Oct 11, 2026 · 6 min
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 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 — 5 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 — 5 articlesOffers
Offer architecture, mechanisms and pricing. A better offer beats better ads every time, so this is where the leverage actually…