Newsletter
Ground Truth.
A weekly letter on the decisions behind brands that grow, argued from evidence we gather ourselves.
The promise
Three things every issue does.
Every Wednesday morning, one idea about your brand worth ten minutes, and something you can try in your own business before the week is out.
-
01
One argument
Not a roundup, not five links, not a summary of the week in marketing. One idea, stated in the first hundred words, and defended.
-
02
One thing you can test
Every issue ends in something you can run yourself, usually inside thirty minutes, without hiring anyone. If it only works when you buy something, it does not go in.
-
03
Every figure sourced
Ours, or cited to something you can go and check. Where no honest number exists, we say so and label what we have as observation. That happens more often than we would like.
Recent issues
What it actually reads like.
Read a few before deciding. Nothing here is gated.
Your website makes claims. Where is the proof?
A testimonial page is not enough. Relevant proof should appear beside the claims customers are evaluating.
Can customers find the right version of your business?
Conflicting hours, locations, services and contact details make a local business harder to find and trust.
Would more marketing make you stronger, or just louder?
Great creative work can amplify a clear brand strategy. It cannot replace one.
The reason it exists
Nobody knows what Botswana brands actually spend.
The figures everyone quotes about branding were gathered somewhere else, about someone else. Nobody has published what a business here spends on brand work, how long owners wait for a return, who signs it off, or what gets cut first when budgets tighten.
So we are asking. Once a year, and the findings go out free to everyone, whether or not they took part. It is where rule three stops being a promise and starts being a number.
Before you sign up
The reasonable questions.
How often, honestly?
Weekly, on Wednesday morning. Not twice weekly, not whenever we have something to sell. If a week produces nothing worth 900 words, you get nothing.
Is this a sales sequence?
No. Each issue closes with one relevant next step and that is the whole commercial content. Two issues a year have no offer in them at all.
Is it for a business like mine?
The decisions are the same at five people and at five hundred, and the tests work either way. The examples come from real engagements, named wherever we have permission, so you can judge how close they are to your situation rather than take our word for it.
Can I unsubscribe easily?
One click, at the bottom of every issue. We do not run a retention sequence and we will not email you to ask why.