A site for marketers who are done reading marketing advice.

I've been doing web marketing in some form for about twelve years. Agency side first — running paid for clients I'd never met. Then in-house at a couple of small SaaS companies, where I was the entire marketing team and had to learn SEO, content, lifecycle email, and partnerships in the same quarter. Now mostly freelance, which means I get to pick my work and complain about everyone else's.

I started this site because 90% of marketing content is written by people who don't actually do marketing anymore. They run agencies, sell courses, do podcast tours. The good ones used to be excellent. Most are recycling things that were true in 2018. None of them are showing you what actually happens when a campaign goes sideways at 4pm on a Friday.

What this site is

Honest pieces about real marketing work. Three things you'll see a lot of:

• Breakdowns — I take a real campaign, landing page, or email sequence and tear it apart. What's it doing? What's smart? What would I steal? I name the brand, because not naming brands is a coward's move.
• Confessions — Things that didn't work. Money I wasted. Bets I lost. These are the pieces that build trust because nobody else writes them.
• Opinions — Shorter, sharper takes on tools, trends, and the received wisdom that everyone repeats but nobody questions. If something is overhyped, I say so.

What this site is not

Not a content marketing agency blog with a contact form at the bottom. Not a guru platform. Not a place where I'm going to ask you to download my framework. Not a news site covering Google updates — there are 200 of those and they're all interchangeable. Not a beginner site explaining what SEO is.

I will probably never write a piece called "10 things every marketer should know in 2026." I will definitely never use the phrase "let's dive in."

How I write

First person, always. Specific numbers. Real tools. Real screenshots when they matter. If I tell you a campaign cost £3,200, that's because it cost £3,200. If I tell you a tactic worked, I'll tell you the conversion rate. If I tell you something didn't work, I'll show you the dashboard.

I write in the voice I use in real life, which is blunter than most marketing writing and more impatient than is probably good for me. I'll be wrong sometimes. When I am, I'd rather you tell me than nod along.

Who I am

I go by Geoff. I won't share a headshot or a LinkedIn link, partly because I want the writing to do the work, and partly because the moment a marketing site has a headshot in a circle the reader subconsciously starts looking for the upsell. There isn't one. There's no course. There's no newsletter (yet — and if there ever is, it'll be one email a month with the actual pieces). There's no consulting page disguised as a blog.

If you want to talk, the contact page has my email. I read everything that isn't a pitch deck. The fastest way to get a response is to be specific about what you're trying to do and what you've already tried.

Why this site exists at all

Honestly? Because I got tired of bookmarking "useful" marketing posts and never opening them again. Most of them say nothing. The ones that say something are buried in cold-email funnels and webinar pop-ups. I wanted a place that just had the work, written the way I'd actually want to read it. So I built it.

If a piece here saves you from making a mistake I already made, it's done its job. If it makes you angry enough to disagree, even better — that means there was something specific enough to disagree with.

Welcome. Start here if you want a reading order, or just go to the index and pick whatever looks interesting.