We spent twenty years being genuinely good at something, and invisible for it.

It depends entirely on how many people could ever buy from you, because a wide market and a single vertical are different machines rather than one machine at two prices. We will not quote a number before running your arithmetic, and putting a rate card here would be exactly the guessing this whole page argues against. The written verdict names the volume and the price together, because neither means anything alone.

Then we will tell you, and that is the end of our commercial interest in you — worth saying out loud, because it is unusual. It is not the end of yours. The number that decides it is step 3, and the model that computes it is the forty-seven-dollar add-on at checkout, which is the same model we run. Most people who fail step 3 fail on frequency rather than deal size — how often a buyer becomes a client, not what a client is worth. That is a fixable thing, and it is fixable by you, in the book, without us. A no from us is a finding about this month, not a verdict on your business.

A named person who paid for your book and is on your list. Not an impression, not a click, not a form-fill from somebody who wanted a free PDF. Everything up to the handoff happens inside our systems, so it is countable in a payment ledger rather than argued about in a monthly report.

Because we have already paid to learn what it does when it moves, on eight of our own products over eight months, and because the front end funds itself — the book and its add-ons return roughly half of what the advertising costs before we bill a client anything. Anybody who needs a retainer before touching your account is telling you their own front end does not work.

No. Your leads are yours, along with the book and the website, and you keep all of it if you leave. Month to month, no minimum term, no exit fee. We keep the machine that produces them and the front-end revenue that funds the advertising — and we put that in writing before you commit to anything.

Onwards Analytics has been doing analytics work for large organisations for two decades, across seven businesses and more than a hundred technical projects. This particular machine — book, funnel, media, all sixty steps — we built for ourselves first, over years, and rebuilt three times. That is where every number on this page comes from. We would rather tell you that plainly than show you a wall of logos, because a wall of logos is exactly the kind of claim that costs nothing to make and tells you nothing, which is the argument the whole page rests on. Judge the work; it is five dollars to check.

Because knowing the sixty and doing the sixty are not the same job. Most readers will do a handful and stop, which is not a criticism — it is what happens when you already have work to deliver. The ones who go and build the whole thing themselves were never going to hire anybody, and we would rather find that out at five dollars than at the end of a sales process.

No. Every step on that list is in the book in enough detail to execute. The two add-ons at checkout are separate pieces of work — one live funnel’s actual assets, and a working spreadsheet — not chapters removed from the book to create a reason to buy them.

Ryan Richardson and Dan Rodgers, of Onwards Analytics. We each wrote the parts we actually run — Dan the market and positioning half, Ryan the build and instrumentation half — and every section says which of us is talking. The figures throughout are from our own firm’s ad account and payment ledger.