Evidence and proof

Eighty-eight messages, two variations, zero replies. Here is the exact text, why I thought it would work, and the thing it was actually doing wrong. The problem was not the writing.

Three versions of the same offer, each one dying of the same disease in a smaller dose. The problem was never the wording, and finding that out cost me most of a summer.

A checklist for evaluating anyone who wants to build or automate something inside your business. It is deliberately usable against me, which is the only way a checklist like this is worth anything.

899 messages, seven campaigns, 34 replies. Plus $372 of ads that produced nothing attributable. Every figure pulled from my own tables, including the two angles that got a zero.

There are no client results on this site. Not because there is nothing to say, but because of a standard I set after reporting a number that was wrong by a factor of eight. Here is the standard and the mistake that produced it.

I spent months building a way to find businesses with a measurable problem. It worked perfectly and produced almost nothing, because a measurable problem and a motivated buyer are different objects. No query would ever have told me that.

Seven campaigns, 29,148 impressions, three weeks and not one attributable customer. Here is the whole account, event by event, from my own log rather than from the ad platform's dashboard.