The most boring thing I'm doing right now is the Facebook Ads I'm running.

They've been live for almost two months.

In that time, I've doubled the budget. And they're still converting at 3.5% to 4%, which is strong for Facebook Ads on a $4.99 Kindle book.

The only change I've made is that budget, and I increased it (gradually, each week) because the numbers asked for it.

No rebuilding the ads to see if they could do a bit better. They've simply been left to get on with their job.

Which, if I'm honest, is harder than it sounds.

September 26th, 2026   •   3 minute read   •   Issue #173

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Most authors make one or two offers a year.

They call it a launch.

Everything fires at once. The cover reveal, the preorder, the countdown, the week of posting everywhere you can think of. Then the book lands, the spike comes, the spike fades, and it goes quiet for months, until the next launch.

One week of shouting, then nothing.

And then we wonder why the royalties arrive in lumps.

The point I'm trying to make here is that you're not selling what you sell anywhere near enough.

But you don't need post reels, stories, videos, every single day. You want to write books.

So how do you do to make offers every single day?

With ads.

September 19th, 2026   •   2 minute read   •   Issue #172

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In 2009, I worked in a supermarket for £7.91 an hour.

Back then, what I wanted from work came down to one word.

More.

More hours. More money. More of anything that meant the month didn't run out before the pay did.

Eleven years later, COVID shut the world down and took my video production business with it. That business was our household's entire income. My wife was two months away from giving birth to twins.

So I started running ads on her books at £10 a day, mostly because I didn't know what else to do.

That version of me didn't need to sit around wondering what "enough" meant. He needed the bills paid. More was exactly the right goal. More readers, more sales, more income.

And more worked.

It worked so well that I never let go of it.

September 12th, 2026   •   4 minute read   •   Issue #171

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