When Meta ads earn their keep in B2B, what the creative must survive, what it costs, and the four-week test that tells you to quit. Part One: The Objection, and Why It Is Half Right 1. “My buyers are on LinkedIn during work hours, not scrolling Instagram at 9 p.m.” Doesn’t that settle it? Continue…
Why naming is a second move now, what the eighteen-month cold-start tax actually costs, and what a night watchman in Kansas had figured out by 1980 A questions and answers briefing. Every figure dated and attributed. Section One: The Advice, and the Year It Quietly Stopped Working 1. What is the standard advice, and who…
Twenty-five competitors, one document, one morning: how counting words gives you both an audit and a statistic your trade press does not have yet 1. What is the Commodity Phrase Index, in one paragraph? Take the twenty-five closest competitors in one vertical. Paste every homepage and every services page into a single document. Count phrase…
The distribution decision consumer goods settled in 1920 and professional services has never once put on the agenda. A Q&A, with the arithmetic done out loud. 1. What does “selling wholesale” mean if I don’t sell soap? You stop buying access to buyers and start buying access to the few people buyers already obey. Consumer…
Why positioning against a rival makes you a footnote in someone else’s category, why positioning against a practice can make the category yours, and the one test that stops you picking a fight you are quietly losing at home. 1. What does “name the enemy” mean? Isn’t it just trash-talking a rival? No. Trash talk…
Why your spreadsheet will outlive your job, your company, and your byline, and what a 1982 home computer already knew about it An article gets read once. A spreadsheet gets saved, renamed, emailed to a colleague, uploaded to a shared drive, and opened again in 2031 by somebody who has never heard of you but…
A negotiation guide for the meeting you are about to have with your own lawyer. When you were seven you wanted to be an astronaut or a fireman. So did the person across the table in that review meeting. One of you grew up to write marketing copy. The other grew up to be the…