I am very fortunate to be in this side of the table because it wasn’t always like this. I built a marketing company and year 2 I had to jump ship before I sank it out of bad decision after bad decision. I created a recruitment company and again. I was impatient and couldn’t be bothered waiting 12 months to see the 6 month results. Leaders become destructive when they get bored. I’ve now built a portfolio company that is now growing the roots it needs to be able to scale with my clients. It’s fucking awesome. However here is what I’ve learned in $2M in sales for clinets, having 6 clients hit 6 figures and 2 companies at 7 figures. This is what I’ve learned: Marketing People Sales Revenue Something crazy Is the foundation of understanding business. They all link. If you have an issue with sales it affects revenue , however it probably isn’t a sales issue it might be a marketing issue or an offer issue. I’ve broken down offers and equations. I’m telling you , your business is never usually what you think. Which is why I offer free audits because I don’t know if I can actually help or see if they qualify for what we do… Anyway. This is a great way to start a Monday. If you want your free audit , dm or comment “ audit “ and we can schedule a call ✊🏼 Pro tip: Boring is good

Nice to meet you, what business are you in or building?

Most never hit their dream revenue because the real breakthrough isn’t in working harder it’s in seeing the math nobody ever showed them. I took my client from “stuck” at £60k to £92.3k in 46 days no miracle, just three simple numbers that changed everything. Not one hack. Not a penny more spent on traffic. Just focused action and three numbers: Equation 1: Qualified Calls x Close Rate = Customers We lifted qualified calls from 80 → 110 and optimized scripts, raising close rate from 22% → 28%. Suddenly, 18 sales became 31 pure pipeline quality, not luck. Equation 2: Average Order Value (AOV) x Customers = Monthly Sales We built a “Good/Better/Best” price ladder and a one-click add-on; AOV soared from £3,333 → £3,650. That redefined what’s possible with packaging not ad budgets. Equation 3: 30 Day Cash Collected = Deposit % x Number of Sales (+ Fast Pay Incentives) We flipped cash flow 40% upfront plus a “fast pay” bonus. Collections went from trickle to waterfall, funding growth without debt, stress, or waiting on invoices. Imagine believing the dream was out of reach until clarity landed and the unreal became reality. This approach isn’t just about more revenue. It’s about confidence, control, and compounding the freedom to scale. If proving ROI still feels… just unscrewable ( if that’s even a word ) let these equations audit your last month. If just one number moves, outcomes shift overnight.

I was scared of the blank line where ROI should go, so I filled it with the wrong story. Not “bad channels.” Not “bad leads.” Just bad attribution. We don’t fear numbers; we fear what numbers might say about us. So we cling to narratives: “It’s the offer.” “It’s the platform.” “It’s seasonality.” I did that for years, redefining the problem every quarter, until a simple constraint test exposed where money was actually leaking: ads, funnel, or sales. The equation that fixed it LTGP:CAC ≥ 3:1 → if not, ask in order: Are we attracting qualified demand? (targeting/creative) Are we converting attention into hand-raises? (landing/opt‑in/CTA) Are we converting hand-raises into revenue? (sales process) Stop moving all three at once. Change one link, measure, then move. What changed in practice (last 8 months, 4 clients) Client A (agency): CAC looked “high.” Reality: sales gap. Qualified leads, weak show rate and close. We fixed follow‑up (speed-to-lead, SMS nudge), tightened proof/guarantee, and close rate rose from 12% → 27%, turning CAC from “bad” to profitable without touching ads. Client B (B2B services): “Ads don’t work.” Reality: targeting off by job-to-be-done. Swapped copy to call out the specific pain and added a results, first lead magnet; CPL down 41%, same budget, same sales team. Client C (SaaS): “Website problem.” Reality: time‑to‑value problem. Added micro‑wins in first 48 hours; trial→paid jumped 19% with zero change to traffic. Client D (local services): “Seasonality.” Reality: missing attribution and no client‑financed acquisition. Introduced a paid diagnostic that covered acquisition cost in 30 days; scale unlocked. How we diagnosed it (3 steps) One-number truth: Track LTGP (lifetime gross profit) vs CAC. If LTGP:CAC < 3:1, it’s an efficiency problem then isolate where. Single‑constraint testing: Change only one layer per week targeting/creative, then landing/offer, then sales process and log wins/losses. Client‑financed acquisition: Add a 30‑day cash event (paid audit, starter package, trial‑to‑core upsell) so acquisition funds itself and you can scale proven winners faster.

1) Leads aren’t enough; only engaged leads grow revenue. 2) The market buys outcomes, not hours = sell transformations. 3) Volume first, then precision 100/day beats 100/month forever. 4) One avatar, one offer, one channel, until 3:1 LTGP:CAC then scale. 6) Headlines do 80% of the work; test the first 5 seconds ruthlessly. 7) Case studies outperform opinions; show, don’t tell. 8) Give until they ask goodwill compounds faster than ad spend. 9) Scarcity and urgency are ethical when they’re real use them. 10) Client-financed acquisition unlocks infinite budget break even in ≤30 days. 11) If CAC is high, fix targeting/offer; if close rates are low, fix sales. 12) Message > medium a great offer works across platforms. 13) Copy clarity beats clever confusion kills conversion. 14) Proof stacks: testimonials, numbers, screenshots, demos, guarantees. 15) Follow-up is a profit center automate nurture-to-close. 16) Warm audience > cold post daily to grow tomorrow’s pipeline. 17) Referrals scale when the product over delivers by design. 18) Price is a story anchor high, frame value, remove risk. 19) Test one big thing per week change constraints, not colors. 20) Offers beat ads; ads amplify offers. 21) Operate “open to goal” outcomes, not effort, move needles. 22) Most “ad problems” are offer problems in disguise. 23) Most “business problems” are pipeline problems in disguise. You win if you don’t quit; roll the die again tomorrow.