Note 02 · Lead generation
What poor lead quality tells you about targeting
A pipeline full of the wrong prospects calls for a closer look at targeting, the offer, and how leads are qualified. A cheap click is not necessarily a likely customer.
A lead form can look efficient on paper and still create hours of unproductive follow-up. Look beyond cost per lead: which prospects get a reply, book, and become customers? Those outcomes give you a more useful basis for evaluating the campaign.
Note 03 · Persuasion
The difference between reach and persuasion
A report can show rising reach and falling cost per impression with no change in what the audience actually believes. That isn't a contradiction.
Delivery metrics tell you whether the message reached people, not whether it changed their minds. That requires a different question—and a way to measure beliefs or behavior. An efficient media buy can still leave the central argument untested.
Note 04 · Measurement
Why a campaign needs a baseline before it launches
Once a campaign is live, you can't go back and measure where it started. A useful baseline might start with existing reporting or a short survey. The time and cost depend on what needs to be measured.
Without a baseline, it is harder to judge what changed. Establish the starting point and the comparison becomes more useful: what moved, what might explain it, and what to do next.
Note 05 · Strategy
When a brand problem is really an organizational one
Sometimes the market is confused because the organization is. Internal teams often agree on design long before they agree on what they're promising.
When a team can't settle on the message, no amount of design settles it for them — the disagreement is the work, and it has to be resolved before the branding can mean anything. We'd rather spend the first week finding out that two departments describe the same service differently than spend three months making both descriptions look good.