Guides
The actual playbooks, published end to end.
For business owners
The Recon MethodOur complete competitive-intelligence process, published: map the real competitive set, collect verbatim positioning, find the open lane, ground the economics, and gate the launch on proven measurement.See Every Ad Your Competitors RunThe two free public libraries — Google's Ads Transparency Center and Meta's Ad Library — and how to read what you find without fooling yourself.Claims Tracing: Marketing You Can DefendThe discipline of refusing to publish any factual claim you can't source and date — and the three failure modes it prevents.Cold Email Infrastructure, the Honest VersionWhy cold email fails in the plumbing before copy matters: separate domains, the authentication trio, warmup, capacity math, blacklist monitoring, list hygiene, and the compliance floor.Email Warmup, ExplainedWhat warmup actually does, our planning timelines and the reasoning behind them, and the honest limits of warmup networks.Email Blacklists, Without the PanicHow DNS blacklists actually work, which ones matter, what a listing really means, and the calm three-step response.SPF, DKIM & DMARC in Plain EnglishThe three DNS records that make your email believable — what each does, the classic mistakes, and when to move DMARC past p=none.Marketing You OwnWhat owning your marketing actually means, asset by asset — domain, ads, analytics, lists, creative — the renting patterns to watch for, and the fifteen-minute audit that finds them.Landing Pages That Match the AdThe discipline that halves cost per lead without touching bids: message match, one-exit pages, converting anatomy, real thank-you pages, and testing without statistical theater.Message Match: How Tight Is Tight EnoughThe three levels of ad-to-page continuity, why platforms literally pay you for the tight one, and the ten-minute audit that finds paid leakage.Thank-You Pages That WorkThe highest-attention moment you'll ever get from a lead — measurement integrity, expectation-setting, and using the trust you just earned.GA4 + GTM Without TearsThe measurement setup that makes every other marketing decision honest: container-first install, conversions that can't lie, the attribution layer, and the four reports that matter.Conversion Tracking That Can't Double-CountCount outcomes, not attempts — the classic double-count patterns (refresh replay, duplicate tags, imported-plus-native) and the five-minute end-to-end proof.UTM Conventions That Survive Real LifeThe mental model behind source/medium/campaign, the three rules that do all the work, and why consistency is the entire feature.Speed to LeadThe cheapest big win in lead generation: measuring your real response time, the instant-honest-human response ladder, the persistence tail, and wiring minutes-to-response into your monthly numbers.The Missed-Call Text-Back PlaybookTurn unanswered rings into open conversations: the seconds-not-minutes window, identifying yourself, staffing the replies, and the consent line you don't cross.The Review Generation SystemReview count is an asking metric, not a satisfaction metric: peak-moment asks, one-tap links, the FTC and gating lines you never cross, responding for the next hundred readers, and the two numbers to watch monthly.Asking for Reviews the Legal WayThe rules with enforcement behind them: the FTC's nothing-of-value line, Google's no-gating policy, Yelp's stricter stance, and the boring compliant ask that compounds forever.Local SEO & Google Business ProfileThe whole local system: the proximity/relevance/prominence model, profile-as-product, reviews as the prominence engine, finite citation cleanup, the website's local job — and what deserves your skepticism.GBP Optimization, Field by FieldThe fields that rank (category, name, services, area), the fields that convert (photos, hours, the content AI answers read), and the quarterly drift-check most owners skip.Local Citations Without the SubscriptionConsistency beats quantity: the canonical-NAP-first order of operations, the big four, the aggregators, and why this is a finite project — not a monthly service.Email Nurture That Runs ItselfThe three sequences that cover 90% of businesses, the frames that outlast templates, the permission and pruning rules, and measuring by attributed jobs instead of opens.The Five-Email New-Lead SequenceThe skeleton that works for most service businesses — deliver, teach, prove, disarm, ask — plus the craft rules that survive contact with real inboxes.Google Ads for OwnersEverything that matters, nothing that merely impresses: legible structure, backward budget arithmetic, ads written for the search, the weekly search-terms ritual, and the recommendations to ignore.The Weekly Search-Terms RitualTwenty minutes a week reading the searches that actually spent your money: the three buckets, negatives at the right level, promoting winners, and why weekly beats monthly.
For accounting firms
This is the work. Want it done?
Everything here is free to use yourself — that’s the point. If you’d rather a senior marketer just handle it, in your accounts and your name: 20-minute call, no pitch deck.