The Archive
Every issue, free to read. No fluff, no jargon, just advice that actually works.
- No. 16Launches5 Oct 20266 min
Nobody Saw Your Launch. Launch It Again.
A quiet launch is not a verdict until you know how many people saw it. Three numbers show you where to look, and how to run the launch a second time.
Read issue→ - No. 15Selling28 Sept 20264 min
You’re Allowed to Sell the Thing
Small businesses are rarely too salesy, they are too quiet. Here is a ten-post test to check whether anyone can tell what you sell, and the one sentence that fixes it.
Read issue→ - No. 14Tools21 Sept 20264 min
Two of My Five Marketing Tools Aren’t AI
A team of one does not have a tool problem, it has a task problem. Here are the five jobs worth paying a tool for, and what to cancel.
Read issue→ - No. 13Ads14 Sept 20264 min
Your Ads Are Fine. What They Point at Isn’t.
Ads buy traffic. They do not fix the thing the traffic lands on. Three free checks to run before a single pound goes out on ads.
Read issue→ - No. 12Offers7 Sept 20264 min
They Read It, They Liked It, They Didn’t Buy
When people read your marketing and still do not buy, the problem is usually not the words. It is the thing you are asking them to buy, and who carries the risk if it goes wrong.
Read issue→ - No. 11Channels31 Aug 20264 min
You Don’t Need a Bigger Budget. You Need a Different Channel.
Paid reach resets to zero the day you stop paying. Here is why a bootstrapped business should pick the channels where showing up consistently beats spending more, and what to start for free this week.
Read issue→ - No. 10Email24 Aug 20264 min
You Do Not Need an Email Strategy. You Need Three Emails.
Most one-person businesses have an email list they are slightly frightened of, so nothing goes out. Here are the three emails that matter, what each one is for, and the mistake almost everyone makes with it.
Read issue→ - No. 09Video17 Aug 20263 min
We Made a Commercial for a Camera That Does Not Exist
We made a product film with no studio, no crew and no product, as a test of what one costs now. The expensive half got cheap. The half nobody could ever buy did not.
Read issue→ - No. 08Automation10 Aug 20264 min
55 Things Run Themselves While I Sleep. None of Them Are Clever.
Fifty-five small jobs ran on my computer last night, and none of them involved an agent or a decision. Here is why boring automation works, the one question to ask before you automate anything, and why every job owes you a receipt.
Read issue→ - No. 07Web Design3 Aug 20263 min
The Fancy Page Works. Your Visitor Pays for It.
We built the most elaborate page we have ever made, and it weighs 64 megabytes. Here is the bill, why we dropped the video on phones, and the rule for when a moving effect is worth it.
Read issue→ - No. 06AI Visibility27 Jul 20263 min
Is Your Business Invisible to AI?
Your website can read beautifully to a person and be a locked door to an AI tool. Here are the three plain checks that decide whether AI tools can read your site, and the one job to do this week.
Read issue→ - No. 05Ad Testing20 Jul 20264 min
I Killed Nine Ads Last Month. That’s the Good News.
Nine dead ads on one account were nine answers. Zero dead ads on another taught me nothing. The difference was where the budget sat, and whether I knew which setup I had picked.
Read issue→ - No. 04Funnels13 Jul 20265 min
Your Funnel Isn’t Broken. It’s Leaking.
A funnel almost never breaks all at once, it leaks one boring point at a time. Here is how to find the leak in twenty minutes, and why Meta’s tracking and pricing changes make it more expensive to ignore.
Read issue→ - No. 03Measurement6 Jul 20265 min
The One Number That Tells You Your Marketing Works
Most companies cannot prove their marketing spend works. Followers, likes and impressions are comfort numbers: they feel good and decide nothing. Here is how to pick the one number closest to money.
Read issue→ - No. 02Positioning29 Jun 20265 min
Your Marketing Isn’t Broken. Your Positioning Is.
When ads bring the wrong people, the audience is rarely the problem. The message is. Here is the test for whether your one-line description is actually yours, and why it matters more with half the internet assumed to be AI filler.
Read issue→ - No. 01Getting found22 Jun 20266 min
Before You Blame Meta, Read This
A rough fortnight on Meta ads is rarely only Meta. Run the five-minute checks first. Then the bigger shift: most Google searches now end without a click, so getting found means being the answer, not the link.
Read issue→