Practice 03
Marketing that reports in dollars, not impressions.
Positioning, websites, and campaigns for companies that want to grow. Run by operators who have bought agency work themselves, and measured by the results it produces.
If any of these sound familiar
The agency sends a report every month. I still cannot tell if it works.
Impressions, not resultsOur website looks fine and produces nothing.
Traffic without conversationThree people describe the company three different ways.
No positioningWe spend on ads because we always have.
No test, no number
The work, named plainly
What we do, and why.
Marketing is a revenue system, so we build it like one. Every campaign and every page has a number it is meant to move.
- Positioning and the messageWhat you say, and to whom
- Websites built to convertConversations, not visits
- Campaigns: search, social, emailMeasured in results
- Brand systemsLogo, type, voice, and the rules
- Content that answers real questionsWritten to be read
- Fixing what an agency left behindAudit first, then a plan
How we measure marketing
One number, and it is not impressions.
Six rules that hold on every campaign, written down so you can hold us to them.
- Every campaign has a revenue target before it launches
- The website reports conversations, not visits
- Ad spend is tested small before it is scaled
- You own every account: ads, analytics, domain, email
- A plain-English report every month, with the numbers
- We stop what is not working, and say so
What we don’t do
Saying no is part of the job.
A shorter list than most, and an honest one. It keeps the work we do take on worth doing.
- Awards, followers, or impressions as the goal
- A logo and a brochure site by Friday
- Buying media on a commission
- Content for the algorithm rather than for a person
- Rebranding a company that needs a sales process
Bring us the last report.
Thirty minutes. We will tell you what it is really saying, and what we would change first.