Articles
How we think about direct response.
Written plainly, from the work. No growth hacks, no invented numbers.
14 August 2026 · 6 min read
Pockets are situations, not demographics.
Age and postcode predict almost nothing about what a buyer needs to hear. The situation they are in predicts nearly everything.
Read the article14 August 2026 · 6 min read
Targeting got automated. Message did not.
The platforms found the people. What you say to them is the edge that is left, and the research says it always was.
Read the article14 August 2026 · 7 min read
Why the playbook that got you to $1M caps growth.
Referrals run on trust someone else built. Cold traffic makes you build it yourself, and that is a different machine, not a bigger version of the old one.
Read the article14 August 2026 · 6 min read
Your market is not one audience. It is dozens of audience pockets.
Why ads aimed at everyone average themselves to zero, what an audience pocket actually is, and how matching the message to the pocket changes cold traffic.
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