This page is the thing it describes. You arrived on an ad. You are being handed hours of our actual thinking for five dollars. Nobody has asked you for a call. That is the whole mechanism — and it only pays when all sixty steps line up behind it.
No email to read this page · Nothing to schedule
THE ACTUAL PROBLEM
And trust is not a message. It is hours of exposure — enough time with how you think that a stranger stops needing to take your word for it. You cannot buy those hours, you cannot schedule them, and you certainly cannot fit them into an ad. That one fact is why each of these fails.
A click is seconds long. It cannot carry hours. We have bought more than twenty thousand of them across our own products, and the only ones that ever became a customer arrived through something the reader could sit down with.
You pick the company, the person and the day, so the timing is entirely yours and none of it is theirs. Budget, approval and need are almost never in your window.
They sell you confidence, and confidence costs nothing to assert. The guarantee is written over their fee — never over the thirty thousand of your money that went through the ad account.
Referrals — because somebody already spent the hours on your behalf. The entire problem is that you cannot schedule a referral. A book is the only asset we have found that manufactures the same thing on demand, for five dollars.
WHAT WE RAN, AND WHAT SURVIVED
Years of cold email, LinkedIn at volume, and every kind of paid funnel — ads to a call, free tools, lead magnets, short offers and long ones. Then a book. Same account, same pixel, same people, same money:
Twelve of those campaigns were also selling a book. Between them they bought 2,679 clicks and sold five copies. The four with all sixty steps behind them sold ninety-nine — thirty-seven times the rate, on the same kind of product, out of the same account.
So the book is not the mechanism. Publishing one and hoping is how you get the middle row. The sixty steps are the entire difference between the two — which is what this page is actually about.
Basis: campaign-level export from our Meta account, 1 January to 1 September 2026 — link clicks and platform-counted purchases on every row, so the comparison is like for like. Meta over-counts purchases against our Stripe ledger by roughly a quarter, and it does so on every row equally, which is why the ratios hold while the absolute counts are the platform’s rather than our bank’s. Reconciling those two is step 53. The third row is context, not proof: it spans eight of our own products, and three of them cannot fairly be read as failures — one runs its own tracking and may never have reported to this pixel, one converts inside a free chat rather than at a checkout, and several were traffic or lead campaigns that were never optimised for a purchase at all. Judging those on sales would be reading a test against an intent it never had, which is step 58. The like-for-like comparison is the first two rows — both selling a book, same account, same pixel.
WHY SIXTY, AND NOT THE FOUR THAT SOUND IMPORTANT
The output is not a click, or an engaged reader, or even a book sale. It is a person with the budget and the need to buy the thing you actually sell. Between an impression and that person sits a chain — and a chain has no best link. Pull one and its number moves beautifully while the link after it quietly breaks. Here is each one we pulled, and what it bought us.
WHAT IT ACTUALLY COST TO FIND ALL SEVEN
You cannot buy this by spending money on advertising. We know, because that is what we tried first and it is the whole left-hand column above. What it actually cost was eight months, two people who do this for a living rather than as a side project, and three complete rebuilds of the machine underneath — each one because the build before it was wrong in a way we could only find by running it.
That is the year, and it is the actual asset. Not the eleven thousand dollars.
It is also the entire reason the book is sixty steps rather than the four that sound important — every one of them exists because a link in that chain broke and somebody had to go and find out why. Door two exists so that you do not repeat it: you get the machine on day one, and you pay for leads.
And the seventh link is the only one that decides whether any of the other six were worth doing — so it is the first thing we run for a client. In writing, before anybody commits to anything, and we charge for it because it is real work.
SO HERE IS WHAT JUST HAPPENED TO YOU
Four moves, in order. You are somewhere in the first two right now — and this is the identical sequence we would build and run on your business.
Hours of our real thinking, free to read, no email. What would otherwise take several coffees and a lot of your evenings to demonstrate.
Five dollars filters for the one thing nobody can schedule: the problem is live now and the money is already allocated. Curiosity does not pay five dollars.
By the time we speak you already know the mechanics, so you arrive with the detail questions. It is a check for fit and edge cases, nothing more.
The understanding and the fit exist before anyone signs anything — built out of the book, not asserted by us in a deck.
If it worked on you, that is the demonstration. It is also the only sales argument we have, which is why the whole method is on sale for five dollars instead of locked behind a call.
WHO IS SAYING THIS
We are not an agency that learned analytics. We are a data and analytics consultancy that turned the instruments on our own marketing and wrote down what came back. Every agency sells a feel for what works and asks you to buy it before you can check it. We spent years proving that intuition does not survive contact with data — mostly by being wrong ourselves.
An agency that has never been wrong has never measured. We can show you sixteen times we were wrong, because we had the instruments to catch it.
WHERE THAT DISCIPLINE CAME FROM — TWENTY YEARS OF PROBABILITY AND BEHAVIOURAL ANALYSIS FOR ORGANISATIONS LIKE THESE
DOOR TWO — WHAT WE ACTUALLY SELL
Forty-one of them are a machine’s job, twelve need your judgement rather than your time, and the year it takes to discover which is which is a year of the work you are actually good at. So the other option is that we build the whole thing and run it.
You pay nothing to build it. You pay for leads, at a price locked before we start. If our cost to acquire them goes up, that is ours to absorb, not yours.
No setup fee. No retainer. No percentage of ad spend. We do not bill for effort, because effort is our problem. You prepay a refundable lead balance and we draw it down only as leads actually land. That risk transfer is the product — everything else is just how it gets delivered.
Write your book, build the funnel, run the media on our own accounts. All sixty steps on your business — you do the twelve that need you.
A named person who paid for your book and is on your list. Not an impression, not a click, not a form-fill from someone who wanted a PDF.
Everything up to the handoff happens in our systems, so a lead is countable in our payment ledger. There is nothing to adjudicate and no dispute path to negotiate.
The book, the site and every lead — including if you leave. Month to month, no minimum term, no exit fee.
How many people could ever buy from you. A wide market and a single-vertical one are different machines, not one machine at two prices.
Anyone whose arithmetic will not carry a lead price. That is most businesses, and we would rather tell you in five days than find out together in five months.
Revenue per book buyer: what a customer is worth over their lifetime, multiplied by how often a book buyer becomes one. Lifetime value, never the size of a single deal.
A firm selling million-dollar engagements that closes one a year from a huge pool is a worse fit than a smaller service that closes often and repeats. This is the arithmetic almost nobody runs before buying leads, and it is the only thing that decides whether a lead can be priced at all.
Our own funnel, measured 1 January to 31 August: A$60.36 to acquire a book buyer, A$31 back per buyer from the book and the two add-ons.
Roughly half the media comes back before we bill a client a cent — which is steps 3 and 50, and the whole reason the offer can exist. Anyone who needs a retainer before touching your account is telling you their own front end does not work.
A written verdict inside five business days: yes at a named volume and price, or no with the numbers that make it a no. An honest no is the deliverable, not a failed sale. If it is a yes, what you paid comes off the engagement in full. Offered to book buyers at checkout — read the method first, then decide whether you need us at all.
Thirty minutes with one of the two people who built this. We will tell you on the call whether your arithmetic looks like it carries a lead price — no deck, no pitch.
DOOR ONE — WHAT IS INSIDE
The full table of contents. If a step is on this list it is in the book, in enough detail to do it — nothing held back for an upsell. Tap any step.
ONE OF THE SIXTY, IN FULL, SO YOU CAN JUDGE THE REST
Three requirements, every one of which fails quietly if you get it wrong. Miss it and every sale becomes un-creditable to any campaign — not less accurate, impossible. This is the step that cost us the $0 in the receipts above.
Edge middleware, which every modern host provides. Cookies, never local storage — the server has to be able to read them. And your payment provider’s metadata field: the most underused feature in commerce tooling.
Overwriting a stored campaign with an empty one, which is the most common version. Metadata field limits, which are real and low. Redirects that drop the query string. Any checkout on a different domain.
Fully automatable, and it should be. But verify it by hand before every launch by making a real purchase through a real ad. Five minutes — the single highest-value manual check in the book.
Reason it, then verify with a purchase. The design is knowable; whether your specific stack drops the value somewhere along the way is not, and one test transaction settles it.
Every one of the sixty is written out like this. That is what the 177 pages are.
WHY YOU CANNOT JUST ASK A MODEL FOR THIS
They are not automated because you can ask a model to do them. They are automated because there is software underneath, and that software exists because it has been wrong a great many times and was corrected each time. None of that is in a prompt.
These need somebody who knows your field — which is you, and it is the reason this is not a service you can be entirely absent from. We bring the machine, you bring the judgement. Neither half works alone.
DOOR ONE
The whole method, before you decide whether you want us anywhere near your business. PDF, sent to whatever email you use at checkout, usually within a minute.
TWO OPTIONAL ADD-ONS — SEPARATE WORK, NOT CHAPTERS HELD BACK
Refundable on request · No email required to read this page · Nothing to schedule
QUESTIONS
Because knowing the sixty and doing the sixty are not the same job. Most readers will do a handful and stop — not a criticism, just 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.
Its job is not to make money. It is to prove we can do this, to exactly the sort of person who will not take that on trust — and to filter for the ones whose problem is live right now. The book and its add-ons return about half of what the advertising costs, so the front end roughly pays for itself and the leads it produces are close to free. That is the same mechanism the book teaches, in steps 3 and 50.
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.
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 quoting one here would be the same guessing we are arguing against. That is what the paid teardown is for — a written verdict with a named volume and price inside five business days.
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 say so in writing before you commit to anything.
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.
Yes, on the book and on both add-ons, for any reason or none, for sixty days. Ask and we refund it, and you keep everything. At this price arguing with you would cost us more than the refund does.
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.
Read the whole method for five dollars and decide for yourself whether we are any good at this. That has been the point of the page the entire time.