What we learned running the numbers.
Email Nurture Sequence: Eight Emails, Written Out, and What Comes After
An email nurture sequence is a short row of emails sent to a new lead, each with one job.
Offer Economics Before Launch: Allowable Cost and the Churn Ceiling
Offer economics before launch: four lines that tell you what one customer pays, what serving them costs, and what you can pay to win the next one.
Offer Examples: Six Checks That Show Why Yours Is Not Selling
Offer examples that failed, and the one line that fixed each.
How to Create an Offer: Start With Principles, Not Products
How to create an offer that does not need a new hook every month: start with what must be true for your customer to get the result, then build the point of view, process, product, message and promotion in that order.
One Article, Twenty Pieces: A Content Repurposing System
A content repurposing system for small businesses: write one master piece that answers six questions, then cut it into posts, emails and ad drafts.
Funnel Optimization: Find the One Element That Wins, Then Spread It
Funnel optimization that starts with the part buyers already love.
One Variable at a Time: A Facebook Ad Testing Framework
A Facebook ad testing framework that tells you what caused the win.
What Each Platform Is For
People open YouTube to learn, Facebook to be entertained and Instagram to look at lives they admire.
Problem Pages: How to Write a Problem-Aware Landing Page
A problem-aware landing page opens with the problem your buyer already feels, in their own words, not with your product.
Productized Service SEO: Pick Searches You Can Win and That Pay
Productized service SEO on no budget: write only for searches with 100 to 1,000 a month, check each with the Two-Percent Math (searches times 2 percent times profit per sale), skip terms where the top five sites are giants, and earn free links by making public data useful.
Email Promotion Calendar: A Reason Every Month, a Launch on Payday
How to build an email promotion calendar: give each month one reason to buy, find promo ideas when no holiday fits your niche, run every sale on a four-day payday schedule with one honest extension, and work out what one email subscriber is worth.
How Often to Sell to Your Audience Without Wearing It Out
How often to sell to your audience: aim each round of offers at no more than about 5 percent of the people who actually see you, pick that 5 percent from the people who raised a hand, and check every week that the audience is refilling.
Social Proof Framework: The Proof Stack That Leaves Buyers Nowhere to Object
Testimonials are one layer of proof.
How to Publish an Expert and Split the Money
The publishing business model pairs an expert who makes the product with a publisher who pays for ads and sells it.
How to Qualify Leads Before a Call: Offer an Evaluation
How to qualify leads before a call without a long form: offer an honest evaluation of the buyer's own business instead of a strategy call, promise a concrete result in your ad, run the call in four steps and let the buyer ask how you help.
Quiz Funnels That Make the Visitor Feel the Problem
Most quiz funnels sort people and change nothing.
Organic Reach Is Not Your Follower Count
Organic reach is the number of people who actually saw a post, and it is usually far below your follower count.
Reading Ad Data: Which Metric Is Broken and What to Fix
Which Facebook ads metrics to watch, and how to read them: give every step from ad to upsell its own rate, compare it with a baseline like 30 percent at checkout, label each drop curiosity or intent, and fix one step at a time.
How Often to Post, and Why Your Posts Should Rise and Fall
How often to post on social media without getting tuned out: keep a steady floor, change the size of each post in a wave of short, medium and long, post more in weeks with real news, and judge every post by its job after three days.
Risk-First Buyers: How to Close Every Information Gap
Risk-averse buyers weigh what could go wrong before what they could gain.
Risk Reversal Examples: What Buyers Fear Losing (Beyond the Guarantee)
Risk reversal is more than a money-back guarantee.
Copy the Rules, Not the Ad: What Makes a Winning Ad Win
How to analyze competitor ads without copying them: pick one ad that has run for months, read it line by line, and write down what each line gives the buyer.
What Motivates Buyers: Moving From Unsafe to Safe
What motivates buyers is a move from a situation that feels unsafe to one that feels safe.
Sale vs Close: The Promise and the Justification
The five sales process steps are awareness, attention, education, the sale and the close.