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Dive into a collection of past posts and rediscover timeless content.

Your customers already wrote your best static.

Your customers already wrote your best static.

Four statics that scaled, and the review mining behind them

Sep 13, 2026

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1 min read

£35 for hand soap. Here's what you're buying.

£35 for hand soap. Here's what you're buying.

Dove does the same job for £3. The gap isn't the soap.

Sep 6, 2026

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1 min read

Why the best AI ads don't try to look real

Why the best AI ads don't try to look real

Aug 23, 2026

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1 min read

I stopped using hook rate to judge ads

I stopped using hook rate to judge ads

21% hook rate. 2.2% click through. Still a winner.

Aug 16, 2026

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1 min read

Your best static ad is only half finished.

Your best static ad is only half finished.

Aug 9, 2026

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1 min read

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Methods and Strategies to help DTC brands use ad creative to help scale their brands from Fraser Cottrell

Frasers Methods

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