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 open an email when nothing interesting happened this week
Short answerYou don't need something interesting to happen. Open with the plain, true thing from your week, even if it's…
Oct 17, 2026 · 6 min
Why your best performing ad died the week you turned off the losers
Short answerBecause the "losers" were probably helping it. In my experience Meta shows people several of your ads before they…
Oct 16, 2026 · 6 min
How to test creative without burning your whole budget on losers
Short answerMost budget wasted when people test Facebook ad creative doesn't go to losers. It goes to testing twenty versions…
Oct 15, 2026 · 6 min
How to read a Facebook ads report when every metric contradicts the others
Short answerStop reading the columns as equals. Pick one scoreboard first, blended cost per acquisition across the account compared with…
Oct 14, 2026 · 6 min
Why your offer is not confusing, it is just aimed at the wrong moment
Short answerWhen people say your offer is confusing, the explanation is often fine. It's just speaking to a different point…
Oct 13, 2026 · 6 min
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 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 — 6 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 — 7 articlesMeta Ads
Diagnosing and fixing paid social accounts. What to kill, what to keep, and how to tell the difference before you…
05 — 6 articlesOffers
Offer architecture, mechanisms and pricing. A better offer beats better ads every time, so this is where the leverage actually…