// Letters

High Signal.
Zero Noise.

What we're learning, as we learn it.

Every week, we run campaigns across dozens of markets. We see what converts. What tanks. What everyone keeps getting wrong. These letters are where we share that.

70+ Campaigns behind each letter
Weekly New issues
0 AI fluff
+ What You'll Get

Intelligence, not content.

Not polished thought leadership. Raw observations from inside the machine. Written for people who actually run campaigns.

  1. 01

    Why most brands overpay for reach and underpay for conversion.

    The metrics that actually matter — and the ones everyone still chases.

  2. 02

    The outreach mistakes that kill deals before they start.

    We see them every week. Patterns you can fix in an afternoon.

  3. 03

    Shifts in creator pricing, platform algorithms, and buyer behavior.

    Called out before they hit the mainstream — so you act early instead of chasing later.

  4. 04

    What we got wrong, what surprised us, what we'd do differently.

    No revisionist history. We ship the loss along with the win.

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Published Thursdays. ~1,800 brand managers and creators read it. No lead magnets, no drip sequence, no follow-ups. Just the letter.

+ Recent

The latest four.

Most recent issues. Every letter ships with data from a live campaign — no fluff, no recycled takes.

  1. #019

    More Time On Screen Is Not More Brand Recall.

    A 3-minute integration tanked retention and produced lower brand recall than the 90-second version. Broadcast logic doesn't survive contact with a skip button.

    // for brand managers 5 min read
  2. #018

    The Usage Rights Clause Nobody Negotiated.

    You paid $5K for an integration. Six months later it's running as a YouTube pre-roll. That's a separate license you didn't buy.

    // for brand managers 6 min read
  3. #017

    90K Subscribers Can't Pay the Bills. 20K Prints Money.

    A 90K-sub creator went back to school. A 20K account prints money. Why niche CPM beats audience size every time.

    // for both 6 min read
  4. #016

    The Market Is Completely Opaque (And Someone's Profiting From It)

    Rate cards are fiction. Here's what the actual data says.

    // for brand managers 5 min read
  5. #015

    42 Hours You're Not Counting

    Campaign management time is the invisible tax on your creator budget.

    // for brand managers 5 min read
See full archive — all 18 letters