Field notes

Notes on what's actually changing

Marketing writing with the working shown, including the methods, the arithmetic, and the parts that didn't work. No listicles.

Methods, arithmetic, and honest post-mortemsWeekly →

Strategy
Q4 budget planning when last year's data lies to you
Seasonal forecasting breaks when the prior year had an anomaly. How to build a Q4 plan on a base you can defend.
18 September 20262 min read
Email
The welcome flow: what a new subscriber needs before an offer
The welcome flow: what a new subscriber needs before an offer. A practical note on email marketing and lifecycle for teams focused on profitable growth.
11 September 20262 min read
Influencer
How to brief creators without turning the work into a script
How to brief creators without turning the work into a script. A practical note on creator marketing and briefing for teams focused on profitable growth.
4 September 20262 min read
Analytics
The marketing measurement questions your dashboard should answer
The marketing measurement questions your dashboard should answer. A practical note on measurement and dashboards for teams focused on profitable growth.
28 August 20262 min read
Paid Media
A practical way to set paid search budgets when demand is uneven
A practical way to set paid search budgets when demand is uneven. A practical note on google ads and budgeting for teams focused on profitable growth.
21 August 20262 min read
SEO
How to decide which technical SEO fixes are worth doing first
How to decide which technical SEO fixes are worth doing first. A practical note on technical seo and prioritisation for teams focused on profitable growth.
14 August 20262 min read

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