Be the first, only, most, or cheapest, if you could. Strong positioning is, more than anything, a shortcut for the customer’s brain. When someone is choosing between you and four other options, they aren’t reading your homepage line by line. They’re pattern-matching. They’re looking for one sentence that lets them stop thinking. The easiest payroll […]
Read MoreMost conversations about Google Ads performance start from a quiet assumption: that Google is, broadly, on your side. The interface reinforces it. The recommendations tab, the optimization score, the helpful tooltips — all of it is framed as if Google is trying to help you succeed. That framing makes sense as a user experience. It […]
Read MoreMost Google Ads headlines are written by gut feel. Someone on the team writes what sounds good, tests a few versions, and picks the winner. That works — until it doesn’t. The problem isn’t the testing. It’s that there’s no shared framework behind the writing. When you don’t have a clear reason why a headline […]
Read MoreAristotle never ran a Facebook ad. But his three rules of persuasion are quietly behind every short-form video that actually drives sales. Here’s how to use them. You’ve probably seen it happen: you run a video ad, it gets decent views, maybe some likes — and almost zero sales. The content looked right. The targeting […]
Read MoreWhen diving into Google Analytics 4 (GA4), one of the key challenges is making sense of your traffic attribution. Essentially, you need to understand two different types of metrics: first user metrics (which track the very first time a user interacts with your site) and session metrics (which monitor each individual visit). Let’s break these […]
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