Opinion
Why your 'brand voice guidelines' aren't working
Most brand voice docs are useless because they describe adjectives, not behaviours. Here's what actually makes a brand voice stick — with examples of good and bad guidelines.
Articles
Everything published. Filter by what you're in the mood for.
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Breakdown
I reverse-engineered how 10 SaaS companies do content marketing
I read every blog post on ten SaaS sites I respect, categorised what they're actually doing, and found the patterns. Who's doing it well, who's phoning it in, and what the good ones have in common.
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How it actually works
The email sequence nobody talks about: post-purchase
Most email marketing content is about acquisition. The post-purchase flow is where the actual money lives, and almost nobody writes about it. Here's what to send, when, and why it matters more than your welcome series.
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Opinion
Stop A/B testing your button colours
Most small-scale A/B testing is statistical theatre. If you don't have the traffic, you're not learning anything — you're cosplaying optimisation. Here's what to do instead.
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How it actually works
What running SEO for a small business actually looks like
Forget the strategy deck. Here's a real week-by-week account of doing SEO for a small business — the tasks, the spreadsheets, the awkward client calls, the slow grind.
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Confession
The marketing tools I actually use vs. the ones I recommend
An honest look at the gap between 'best tools' lists and what a working marketer actually has open every day. Some expensive tools gather dust. Some free ones do the heavy lifting. Here's the real stack.
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Breakdown
How Notion's landing page actually converts (a breakdown)
An annotated teardown of Notion's homepage. Every section, what it's doing psychologically, what's smart, what's just convention, and what to steal.
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Confession
I spent £2,000 of a client's money on Facebook Ads they didn't need
An honest post-mortem on a paid social campaign that looked good in the pitch deck and bombed in practice. What went wrong, what I should have said in week one, and what I'd do differently.