How I Think
More Traffic Won't Fix a Broken Funnel.
Notes on growth, psychology, and the economics behind marketing decisions.
Funnels
More Traffic Won't Fix a Broken Funnel. It'll Just Make the Problem More Expensive.
Scaling ad spend on a leaky funnel doesn't fix it. It just makes every leak more expensive. Here's where to look first.
November 10, 2026
Direct Response
Your Ad Doesn't Need to Be Clever. It Needs to Make the Right Person Care.
The ad that gets the most compliments isn't always the one that makes money. What actually makes the right person care.
November 7, 2026
Direct Response
Your Follow-Up Isn't Failing Because People Hate Email. It's Failing Because Your Emails Are Boring.
The money isn't in the list. It's in the relationship you build with it, and boring emails quietly kill that relationship.
November 4, 2026
Customer Psychology
People Don't Buy When They Understand Your Product. They Buy When They Believe It Will Work for Them.
Explaining every feature isn't the same as selling. People buy when they believe it will work for them.
November 1, 2026
AI and Marketing
AI Didn't Kill Copywriting. It Just Made Average Copywriting a Lot Less Valuable.
AI didn't kill copywriting. It made average copywriting a lot less valuable, and raised the bar for everything else.
October 29, 2026
Growth Strategy
Sometimes the Best Way to Improve Your Ads Is to Stop Rewriting Them.
Weeks of headline tweaks won't help if the ad was never the problem. How to find what's really holding results back.
October 26, 2026
Business Economics
Cheap Leads Can Be Very Expensive. Here's the Math Nobody Wants to Talk About.
A 50% drop in cost per lead looks great on a chart. The math that matters happens further down the funnel.
October 23, 2026