Archive | The Marketer's Memo

Archived Memo

Apr 16, 2026

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2 min read

📎 IL MAKIAGE Did $560M in 2025

Here’s our 100-ad teardown.

📎The Oldest Trick in Direct Mail Is Running Your Best Meta Ads

Apr 3, 2026

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8 min read

📎The Oldest Trick in Direct Mail Is Running Your Best Meta Ads

In 2005, a Post-it note doubled survey response rates. In 2025, it's running your creative strategy

📎Your ROAS Is 1000%, But You Can't Scale Up?

Mar 26, 2026

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8 min read

📎Your ROAS Is 1000%, But You Can't Scale Up?

Is your dashboard hallucinating?

📎The One Ad Responsible for Five Sell-Outs.

Mar 17, 2026

•

10 min read

📎The One Ad Responsible for Five Sell-Outs.

Here's the structure.

Mar 6, 2026

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14 min read

📎We Changed One Hook. ROAS Went Up 4x.

Here's the mechanism.

Feb 27, 2026

•

12 min read

📎Fine-Not-Great Is Not a Strategy

Solid numbers, no clean answers, and a post-mortem that goes in circles. Some brands found the exit and here's how.

Feb 20, 2026

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12 min read

📎You Sound Like Everyone Else

It's not your fault, though. (I mean, maybe it is...)

📎Meta ads worked yesterday, and today it doesn't.

Feb 16, 2026

•

6 min read

📎Meta ads worked yesterday, and today it doesn't.

You haven't changed anything, but your money is disappearing.

Feb 12, 2026

•

8 min read

📎So You Run Creative Tests. Then What?

New ads keep launching. The actual lessons keep disappearing.

📎When Ads Stop Working, Most Teams Do the Wrong Thing

Feb 6, 2026

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7 min read

📎When Ads Stop Working, Most Teams Do the Wrong Thing

Most teams fix the loudest problem, not the real one.

Jan 28, 2026

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11 min read

📎They Said "Pause Anytime"

Now I Own Seven Half-Burned Candles and a Subscription

Jan 22, 2026

•

9 min read

📎You Forgot about Valentine’s (Again)

Ad shortcuts, saving the day

Archived Memo

Apr 16, 2026

•

2 min read

📎 IL MAKIAGE Did $560M in 2025

Here’s our 100-ad teardown.

Apr 3, 2026

•

8 min read

📎The Oldest Trick in Direct Mail Is Running Your Best Meta Ads

In 2005, a Post-it note doubled survey response rates. In 2025, it's running your creative strategy

Mar 26, 2026

•

8 min read

📎Your ROAS Is 1000%, But You Can't Scale Up?

Is your dashboard hallucinating?

Mar 17, 2026

•

10 min read

📎The One Ad Responsible for Five Sell-Outs.

Here's the structure.

Mar 6, 2026

•

14 min read

📎We Changed One Hook. ROAS Went Up 4x.

Here's the mechanism.

Feb 27, 2026

•

12 min read

📎Fine-Not-Great Is Not a Strategy

Solid numbers, no clean answers, and a post-mortem that goes in circles. Some brands found the exit and here's how.

Feb 20, 2026

•

12 min read

📎You Sound Like Everyone Else

It's not your fault, though. (I mean, maybe it is...)

Feb 16, 2026

•

6 min read

📎Meta ads worked yesterday, and today it doesn't.

You haven't changed anything, but your money is disappearing.

Feb 12, 2026

•

8 min read

📎So You Run Creative Tests. Then What?

New ads keep launching. The actual lessons keep disappearing.

Feb 6, 2026

•

7 min read

📎When Ads Stop Working, Most Teams Do the Wrong Thing

Most teams fix the loudest problem, not the real one.

Jan 28, 2026

•

11 min read

📎They Said "Pause Anytime"

Now I Own Seven Half-Burned Candles and a Subscription

Jan 22, 2026

•

9 min read

📎You Forgot about Valentine’s (Again)

Ad shortcuts, saving the day