Retainers Free You From Weekly Price Negotiations
Hourly pricing makes you negotiate your value every week. Retainers let you deliver and move on.
AI Search Citations Drop When Organic Rankings Fall
Are AI search citations affected by drops in organic search? I dug in a bit with some recent examples try to find the answer. Check it out at my Substack: https://t.co/JBgyIVp40w https://t.co/CLNUvu0mII
SEO's Alive: Prioritize Quality, Update for AI
Stop thinking SEO is dead. It's just different. You're not ranking mediocre AI content anymore. Update legacy pieces, embed expert quotes, target LLMs AND Google. Quality > Quantity. https://t.co/LbqxucBTcZ
Recover Lost Shoppers, Turn Wasted Ad Spend Into Revenue
Your ad budget is on life support, and you don’t even know it yet. Let me explain how you’re losing money on things you THINK are working: Let’s say you spend $50K on ads… …leading you to drive 12,000 visitors at $4 CPC… …but...
Betting on Helpful Content Update 4.0 GEO Edition
Officially betting on the Helpful Content Update 4.0 (GEO edition) within the next 6 months.
YouTube Tops Growth: People Prefer Video over Reading
Had a Head of Growth tell me this morning that YouTube is their #1 source of new customers because no one wants to read anymore and I think that's incredibly true.
Sell Lifestyle, Not Product: Chubbies' $50M Formula
Chubbies made $50M with ONE content strategy: funny videos showing the lifestyle not the product. Meanwhile you're posting product photos with no context. That's the gap.
Own a Compelling Idea, Not Just an Audience
Don't "build an audience" Find an idea you can own that people want to buy into
Prioritize Message, Then Structure, Before Optimization
If you say your team is "testing constantly", then why isn’t your performance improving? I’ll take a guess: You have new landing pages, audience targets, offers, and creatives every week. Changing everything at once isn’t a “strategy”. Nothing can be isolated, nothing...
Organic Posts Endure; Paid Ads Stop when Funding Ends
Organic content can work long after it is created. Paid ads can work fast, but the results stop when you stop paying.
Measure Five Key Metrics, Not Just CPL, for Predictable Pipeline
SaaS teams debate CPL vs volume. Wrong focus. Track 5 metrics if you want predictable pipeline: • MQL→SQL rate • Lead response time • Lead→Customer rate • Customer LTV • Cost per qualified lead Which one are you not measuring? https://t.co/sYhVKy6dXN
Instant Ad Research: Hours Turned Into Seconds
Most ad research is manual and slow. This does in seconds what used to take hours. Competitor hooks, angles, and what to test next. Check it out. I'm proud to be a paid advocate for them.
Make Content Sales-Ready with the QUICK READY Check
Your business content has to make cents. That’s not a typo. Content can’t just be good to the Marketing team. It has be good to and for Sales. Marketing teams often review content like: “Is it good?” “Does it sound...
Unify Your Messaging Across Channels to Boost Conversions
Here's a quick exercise: 1. Open your homepage. 2. Open your latest paid campaign. 3. Open your sales deck. Now ask: Do they all describe the same ICP pain and the same unique solution? Or does each one position your...
Turn Your Assets Into Offers, Not Missed Opportunities
If you have assets, you have options. Most people just never organize them into an offer.
Audit Your Content for AI Search Engines Efficiently
AI engine optimization audit: How to audit your content for #AI search engines via @HubSpot https://t.co/GgooRGVbw4 A complete workflow for running an AI engine optimization audit, priority fixes, a practical checklist, and the HubSpot tools that support the process. https://t.co/5Yr6KAgt3O
New Framework Distinguishes Thought Leaders, Influencers, Advocates
What's the difference between a thought leader, influencer and advocate? All of these terms have been used interchangeably over the years until Joel Harrison and Katy Howell discussed the topic last week on a LinkedIn Live. Joel shared his new...
Story-Driven Product Copy Triples Add-to-Cart Rates
I've tested 200+ product descriptions. Here's the pattern: Descriptions I wrote as 'features lists' got 2% ATCs. Descriptions I wrote as 'transformation stories' got 9% ATCs. Your specs don't matter. Outcomes do. Test everything. Trust nothing.
Solve Real Problems with Plain‑language Steps, Not Buzzwords
If you want more traction, make content that solves a problem in plain language. Not “strategy.” Actual steps.
Nurture Leads for 12 Months, Book More Clients
This is soooo true My lead funnel is a solid 12 month of nurturing. 75% of the clients we booked in January found out about us over 6-9 months ago. They just kept getting nurtured and given free info. Scale into your lead gen...
Clear Promise Beats Audience Size Every Time
“I have a big audience” is not a strategy. “I have a clear promise” is.
Visualize Gemini's Source Grounding with Free Retriever
Find out exactly which parts of source pages content ground Google's AI with the Free Grounding Context Retriever from the one and only, @dejanseo 👇 Add any query and see the results to to identify which segments of content were...
ChatGPT Appears to Scrape Google, Citing Non‑canonical URLs
Oh wow... @glenngabe has some new evidence showing ChatGPT is citing non-canonical URLs (after those same URLs appeared in Google search) Yet another clue that ChatGPT is (still) likely scraping Google to generate answers: https://t.co/3tN8DrcXYa
Focus on Buyer Intent, Not Follower Count
I know stores with 100k followers doing $10k/month. I know stores with 2k followers doing $200k/month. Followers aren't the metric. Buyer intent is. Build an audience that buys not one that likes.
AI Assists, but Human Judgment Drives Brand ROI
Cooked? We've already restructured for this. AI handles our creative asset generation for brands with bulky products or no in-house studio. We use it for double-checking spreadsheets and finding growth targets from long data sets too. It’s great for forecast...
Brands Autonomously Launch Free Gift Promos via Our App
Launched @promopartypro and a Hasbro brand found, installed, and started running free gift promos without us saying a word. That's the signal we love to see as app devs. They have the Battersea Transformers store running free gift with purchase...
Fractional Editorial Lead Enhances AI Content with Expert Insight
Someone just asked me what type of work I'm doing most these days and I explained it as this: I'm a fractional editorial lead of sorts right now: the point person who works closely with either a content engineer, in-house content...
Redesign Backlash Turned Into Modern Branding Template
Remember the old Instagram logo? People loved it, so people hated the redesign. But the change worked, and it became a template for modern app branding. https://t.co/uBBe9VvzY3
Publish, Share, and Win: Visibility Beats Hidden R&D
Most AI companies spend millions on R&D, then hide the results in dusty PDFs. The real winners? Publish research → turn it into blog posts, videos, social posts → distribute relentlessly. Visibility > velocity. https://t.co/PNytCOQeuq
Measure Real Brand Demand in AI Search, Not Just Visibility
🚨 Track your brand's real consideration and demand in AI search. 🚨 This is, without a doubt, the biggest Storybook product release, and one I've been developing since I first launched the platform. The question of AI search has come...
Nurture Leads Over Weeks, Not One‑Shot Pitches
Every B2B business wants to turn leads into a pipeline ASAP. But most approach it the wrong way: - “Send everyone the asset and pitch right away.” - “Follow up with a sales call after one email.” - “If they...
Marketing’s Air Cover: Accelerate Sales and Customer Success
A client recently asked me to create a marketing enablement strategy for their new Customer Success (CS) team. That kicked off a bigger conversation with their VP of Marketing: 👉 Should marketing own revenue beyond lead gen and MQLs? Here’s...
Reassure Safety First, Then Take the Wheel
A strong preframe is basically saying: “I’m gonna drive, but you’re safe.” And people LOVE that.
Ecom Founders Turn Netflix Breaks Into Competitor Intel
Everyone watching Netflix: What should I watch? Ecom founders watching Netflix: Analyzing competitor ads during commercial breaks. Different mindset. Different life.
Stop Over‑polishing Posts; Just Publish Now
If you keep stalling, you’re probably trying to make each post be the best post you’ve ever written. Please don’t do that to yourself.
Join Live Podcast in Santa Monica to Boost YouTube
Want to come to our Santa Monica studio for a live podcast recording with @AprilynneAlter ? Mon 12pm Leveling up your YouTube content. Grab a ticket here. https://t.co/hiiHrMgmDW https://t.co/l731yj5usF
Batch 90 Days, Crush Decision Fatigue
Posting 90 days of content in one day sounds intense until you realize it eliminates 90 days of decision fatigue.
Profit‑First Ad Rules Drive $200M+ Results
If you want to generate $200M+ in client results, these are the 50 rules to live by. Steal them. Save them. Print them out. 1. Creative strategy > media buying. 2. If Meta spends money on your ad, there's a...
Break Category Norms: Market Water Like an Energy Drink
Liquid Death made $100M selling water with ONE differentiator: marketing it like an energy drink brand. Meanwhile you're trying to 'fit in' your category. That's the gap.
SEO Demand Spikes as Cleanup Work Multiplies
There will also be more work for SEOs who help clean up the mess 😅
YouTube Views Vs. Nielsen Ratings: Incomparable Metrics
Comparing YouTube views to Nielsen ratings is a mistake. YouTube’s views aren’t unique and only needs to be seen good a few seconds to count as a view. Nielsen measures unique concurrent viewers in an average minute. Apples and oranges.
AI Chatbots Turn Into Digital Real Estate for Ads
AI chatbots are becoming the next digital real estate, and ads are moving in. As usage scales and infrastructure costs rise, monetisation models are shifting from subscriptions alone to advertising layers embedded in conversation. The real question is not whether ads will...
Balance Cost Caps with Creative Diversity for Optimal Spend
Good take but depends on the structure. 100% cost control / bid cap? 900 ads is fine - more creative diversity = more opportunities to spend. 100% in lowest cost? Likely hemorrhaging data and money
Founders on Camera Build Trust, Fuel $100M Growth
If you’re a founder of a brand doing sub $100M and you’re NOT on camera making content for organic, ads etc… You’re putting yourself at an extreme disadvantage People want to buy from genuine people - not from brands. Create a brand...
AI Overload Overwhelms Marketers: Find Calm Amid Chaos
We've never been given more tools than ever before to do our jobs in marketing. With the proliferation of AI everything should become easier, faster. And yet, I feel more overwhelmed than ever before in my entire adult working life which...
Visibility Alone Won’t Drive Sales Without Brand Trust
Showing up in an AI overview is a form of distribution and not necessarily consideration. It’s highly potentially valuable, in the same way that getting on the shelf at Walmart creates big opportunity potential, but for many product that alone...
Post‑Purchase Friction Is the Real Brand Killer
Misunderstood Marketing - : The Delonghi-Bosch Pivot: Why Post-Purchase Friction is the Real Brand Killer https://t.co/9vxehhnI4s
Growth Requires Custom Strategies, Not One‑Size Solutions
We currently oversee $17M+ in monthly ad-spend and one thing that is consistent is that most brands take a different strategy / creative framework to work. No-one is the same... There's similarities etc... but overall the brand core fundamentals are...
A Launch Plan Transforms Guesswork Into a Proven Playbook
Launching a product without a plan is just posting and hoping. This Skill builds the full playbook. https://t.co/juAq4qxygY
Applovin Delivers Fastest, Most Adaptable DTC Support
As a person overseeing many of these tests for brands I can attest to this too. Applovin’s team have also been the quickest, most nimble at adapting to what DTC is requesting of them. Their teams go above and beyond over...