DTC Thoughts

Notes on creative that works

Essays on hooks, testing, briefs, and what the data actually says.

Contents One piece, so far

The Paid Social KPI Dictionary Every Creative Strategist Should Know

Twenty-five metrics, what each one is actually telling you about the person on the other side of the screen, and the diagnostic question behind it.

In progress

Creative fatigue as a messaging problem · One-variable testing · How briefs should work