There is a version of a proposal that most service businesses send. It is polished. It outlines the scope. It makes confident promises without being too specific. It gives the client something impressive to look at without telling them anything that might create friction. We sent the other kind. “The safe proposal protects you from […]
We want to be clear about something before this post starts: we use AI. Constantly. It is part of how we work and we believe it makes our output better and faster when it’s used correctly. Correctly being the operative word. We ran an experiment in which we gave AI the full brief, the brand […]
The advice is always platform-native content. Different format for LinkedIn. Different format for Instagram. Different voice for X. Different length for Facebook. Repurpose but never just copy and paste. We copy-pasted for 30 days on purpose.Same post. Same caption. Same image. Same time. Every platform. Every day. We wanted to know what the performance gap […]
Email open rates have been declining for years. Everyone knows this. Everyone has a theory about it. Most of the theories involve deliverability, send time optimization, list hygiene, and preview text strategy. Very few of them involve the subject line itself, which is the actual problem. The subject line that gets opened consistently is not […]
Your competitor’s unhappy customers are telling you exactly what to say. Negative reviews are one of the most underused sources of content intelligence in marketing, and they are completely free, completely public, and updated constantly by real people describing real frustrations in the exact language they use when they are not trying to be polite. […]
You have happy clients. Some of them would happily refer you. Almost none of them will do it spontaneously because referring someone requires remembering to do it at exactly the right moment, which is the moment when someone they know mentions the exact problem you solve. That moment happens. But it happens randomly. And people […]
The caption is not the problem. The first line is. On every major platform, the feed shows roughly one to two lines of text before it cuts off with a “more” link. That’s the only copy that matters. Everything after it is a bonus. Everything before it is completely invisible. Most brands write their caption […]
Here is a thing that happens constantly. A business owner spends weeks agonizing over their About page. They write three drafts. They argue about whether to use first or third person. They add their origin story, their values, their founder photo, a timeline of milestones, and a paragraph about why they do what they do. […]
