Worth asking first

Nobody's looking up anymore.

Doesn't matter if it's a billboard, a TV spot, or an ad in someone's feed. All of it is competing with the phone in their hand, and the phone almost always wins. What still gets through? Honestly, a person. Someone people feel like they know. Before spending money on any of it, it's worth asking: are you paying for attention people still give, or attention they've already moved on from?

How I think

Three problems I see constantly, and how I actually approach each one.

ON PAID ADS

Your ads get clicks but not sales

You're getting clicks. People just aren't buying, and you can't figure out why.

That's usually not an ad problem. The ad already did its job: it got someone to show up. What happens in the next few seconds, on the page they land on and in what you're actually offering, is what decides whether they buy.

Your ad says one thing. Your website says something else.
People blame the ad when the real problem is what you're selling.
The first few seconds after someone clicks decide almost everything.

ON CONTENT

A dashboard with forty metrics tells you nothing

You're staring at a dashboard full of numbers and still don't know if things are going well.

That's not because you're missing data. It's because you have too much of it. When everything is tracked, nothing stands out. A few numbers, watched consistently, tell you more than forty numbers watched occasionally.

Tracking everything means nothing stands out.
Most of what's on a dashboard doesn't actually help you make a decision.
The few numbers that matter get lost next to the forty that don't.

Fit, honestly

Let's be upfront about who this works for.

No pitch here. Just the honest version, so nobody's time gets wasted.

This is probably a fit if

You want someone who actually does the work, not just plans it.
You'd rather have results that last than a quick spike that fades.
You expect straight answers, not just good news.
You've got a real marketing budget set aside.

Probably not, if

You want to test whether marketing works before actually committing to it.
You're not planning to stay engaged or involved along the way.
You're expecting real results within days.
You want guarantees before the work's even started.