How to stop writing for a crowd and start writing to the one person most likely to want what you sell, with the questions to ask before your next post or email.
Neil Martin · Beats, Business & Life
Marketing
AI already knows who’s asking
Before an AI reads the question, it knows a lot about the person asking. Why that makes earned reputation worth more than keywords.
Campaign for something
A washing brand told people to wash less and became the most recommended in its category. What constant posting gets wrong.
How to Get Buyers Mentally Moving In: Claude Hopkins on Being Specific
Why vague claims slide straight off people, how specific client results make you believable, and how to let a buyer picture the after before they commit.
Most AI search advice is nonsense
llms.txt files, self-made best-of lists and hidden AI prompts. What the research says about three popular ways to game AI search.
The best ad of the year cost one box
Oddbox watched other brands get roasted for AI ads, then made its best ad with a customer’s phone. Why real still wins.
What wouldn’t you hand to AI?
Ecologi tested AI avatar outreach and stopped before 50 sends. Why deciding what you won’t do with AI is a brand decision.
What? So What? Now What? Hook, Story and Offer in Five Words
Five words, three questions. The simple way I’ve explained hook, story and offer for about a decade, why kids are better at it than most of us, and how to ask for what you want without doing harm.
Seen is not chosen
TalkTalk was the most visible broadband brand to AI and among the least recommended. Why being findable is no longer enough.
Commission Breath: Would You Say Your Marketing Face to Face?
Hopkins said advertising is salesmanship. A coach called the problem commission breath. A face to face test you can run on any post or web page.
Your next customer might be a robot
Microsoft’s research says nearly 60% of US shoppers are ready to let an AI agent shop for them. How to be the business an agent picks.
Your friend didn’t check your backlinks
When AI recommends a business, it now judges like a friend giving advice. Why your reputation is what gets you recommended.
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About
Hi, I’m Neil
DJing since 1987, three decades in business, and the author of Done Beats Perfect. This is where I write it all down.