Topic
Archives
Why your video ad is losing to a plain block of text
Short answerUsually because the text ad carries one clear idea and the video doesn't. On Meta the concept does the…
Oct 21, 2026 · 6 min
What a healthy cost per result actually looks like for a low ticket offer
Short answerThere's no universal number for a good CPA on Facebook ads. A healthy cost per result for a low-ticket…
Oct 20, 2026 · 6 min
How to run a webinar that sells without a fake countdown timer
Short answerTo keep selling on a webinar without the fake clock, swap it for things that are true. Give people…
Oct 19, 2026 · 6 min
How to map the five constraints stopping someone from buying
Short answerThe five constraints are values, beliefs, experiences, identity and resources. To map them, collect your buyers' own words from…
Oct 18, 2026 · 7 min
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 min