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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 min
How to write the first two lines of a cold traffic ad
Short answerThe first two lines are what people see before the rest of your copy hides behind "See more", and…
Sep 26, 2026 · 7 min
What to do when your CPA doubles but your click-through rate stays the same
Short answerIf your click-through rate held while your CPA doubled, the ad is still doing its job, and the high…
Sep 25, 2026 · 7 min
How to diagnose which page in a funnel is actually losing the money
Short answerWhen a sales funnel is not converting, work out what each step should convert at, compare it to what…
Sep 24, 2026 · 4 min
Why the email that feels awkward to send is usually the one that sells
Short answerThe marketing email that feels awkward is usually the one where you said something true and specific instead of…
Sep 23, 2026 · 5 min
Why a better offer beats better ads every single time
Short answerMedia buying can only change how efficiently you reach people. The offer decides whether reaching them is worth anything.…
Sep 22, 2026 · 5 min