Guides
Marketing guides
Long-form guides on the marketing that grew Hero Packaging past 77,000 business customers. Ads, content, email and retention, written to be used, not skimmed.
Best Time to Post on TikTok: My Honest Answer
There is no universal best hour on TikTok, and anyone selling you an exact timetable is guessing. This is the testing method I actually use, and the reason consistency beats the clock.
TikTok Shop: The Founder's Guide to Selling In-App
TikTok Shop compresses the entire buying journey into a few in-app taps. Here is how to set up as a seller, tag products in your videos and make the content that actually sells.
Best Time to Post on Instagram: What Actually Works
The perfect-hour chart does not exist. This is how I test posting windows against my own audience, why stories run on a different clock, and the tactic that beat every timing trick I tried.
UGC Creator Guide: Find, Brief and Pay Creators
A UGC creator makes customer-style content brands run on their own channels and ads. Here is how the trade works from both sides, with the campaign numbers that made me a believer.
Influencer Marketing: The Founder's Complete Guide
The hold-the-product-and-smile era is dead. These are the rate cards, the four ways I find creators and the seven influencer strategies that still build serious awareness.
Instagram Stories Ads Examples That Actually Drove Sales
One Instagram story with a link once beat an email to 5,000 subscribers for me. Here are the story ad formats I run for cold, warm and past-customer audiences, with the copy to steal.
Facebook Ads for Ecommerce: My Complete Founder's Guide
I once switched off $30,000 a month of Facebook ads and watched our traffic halve in 24 hours. This is the full system I run instead: structure, budgets, audiences and creative for every funnel stage.
Is TikTok Shop Safe? A Founder's Honest Answer
Shoppers ask me if TikTok Shop is legit. Sellers ask me if it will cannibalise their store. Here is my honest answer to both, and the one risk that actually matters.
Personal Branding for Founders: How I Built Mine From Zero
In January 2021 I had 500 unsold books and no audience. Three months and three videos a day later I had 70,000 TikTok followers. This is everything I learned about personal branding on the way.
Customer Lifetime Value: How to Calculate It, Then Grow It
Most founders can quote their ROAS but have no idea what a customer is worth over three years. Here is how I calculate lifetime value and the exact playbook I use to push it up.