Sixteen Resources · One Library

The Complete Resource Vault

Every framework, checklist, benchmark, and creative tool used inside the private diagnostic sessions — distilled into a working library for D2C founders who treat paid growth as a serious investment.

The Complete Vault

Sixteen resources. One deliberate price.

The full library — every framework, checklist, benchmark, and creative tool used inside the private sessions. Acquired individually they total £515. Acquire them together for less than half, and apply a £100 credit toward the £800 diagnostic session if booked within 3 months.

A concession of £265 · Included free with the £800 session
Individually £515
£250
Acquire the Vault →

Free · Begin Here

Three resources to evaluate the work.

3 documents · No payment required
i PDF · Free

The Paid Ads Audit Checklist

The exact 27-point diagnostic run before every private session — campaign structure, creative, audience logic, funnel behaviour.

Included
No payment

The pain it addresses

Most founders cannot tell whether their paid account is structurally sound or quietly broken. They look at ROAS, conclude things are "fine" or "not great," and never pause to interrogate the architecture underneath. The result is a year of incremental optimisation on a foundation that needed rebuilding instead.

What's inside

  • 27 diagnostic checkpoints across campaign structure, creative health, audience configuration, attribution setup, and funnel behaviour
  • A scoring rubric that converts your checklist results into a single readable account-health number
  • For each failed checkpoint, a one-line root cause and a pointer to which Vault resource solves it
  • A self-administration guide — exactly which screens in Meta and Google to look at, and what to record

What it doesn't cover

This is a diagnostic, not a remedy. It identifies what's broken — the rest of the Vault tells you how to fix it. If you're looking for execution guidance, start with the playbooks that match your highest-scoring failures.

Format

PDF Downloadable Length 12 pages Time to apply 60–90 minutes
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ii PDF · Free

Consumer Psychology Primer for D2C

The behavioural science foundations that determine whether your audience scrolls, stalls, or buys. Written for founders, not academics.

Included
No payment

The pain it addresses

Most ad strategy treats the buyer as a rational economic agent — show value, get conversion. Real buyers don't work that way. They scroll past brilliant offers and convert on average ones because of mechanisms that have nothing to do with the offer itself. Without an operating model for how humans actually decide, every creative test is a guess.

What's inside

  • The eight cognitive biases most relevant to D2C purchase decisions, with applied examples
  • The three attention thresholds a creative must cross before purchase consideration begins
  • The difference between System 1 and System 2 purchase decisions, and how to write for each
  • A diagnostic table mapping common conversion problems to their underlying psychological cause

What it doesn't cover

This is foundational thinking, not a creative playbook. It explains why audiences behave as they do, not how to construct the specific scroll-stopping hooks, scripts, or formats. For that, see the Neuromarketing Creative Playbook and the Ultimate Creative Bible.

Format

PDF Downloadable Length 18 pages Time to read 35–45 minutes
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iii PDF · Free

The Neuroscience of the Scroll-Stop

What actually happens in the brain in the first half-second of a scroll — and why most ads lose the buyer before the offer is ever read.

Included
No payment

The pain it addresses

Founders pour budget into creative that never gets a fair hearing. The ad is judged — and dismissed — in the time it takes to register a single frame, long before the headline, the offer, or the social proof has a chance to work. Without understanding the involuntary, pre-conscious processes that decide whether a thumb keeps moving, creative testing is just rearranging elements the buyer never consciously saw.

What's inside

  • The three pre-attentive triggers the visual cortex processes before conscious attention engages — motion, contrast, and face detection — and how to build for each
  • Why the brain's salience network decides "relevant or not" in roughly 100 milliseconds, and what makes an ad clear that gate
  • The pattern-interrupt principle — how novelty and expectation-violation buy you the extra second that lets the offer land
  • A scroll-stop scorecard — rate any creative against the involuntary attention triggers before you spend a pound testing it

What it doesn't cover

This explains the mechanism of attention capture, not the full craft of creative production. It tells you why a creative stops the scroll, not how to write the ten hooks you'll test this week. For that, see the Consumer Psychology Primer for the decision layer, and the paid creative playbooks for execution.

Format

PDF Downloadable Length 14 pages Time to read 25–35 minutes
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Specialist Playbooks · £35 each

Ten focused playbooks for specific decisions.

10 documents · 20–40 pages each
1 PDF Playbook

The D2C Scaling Playbook

When to scale, when to hold, when to rebuild — the decision framework behind the 8× ROAS result.

£35
Standalone

The pain it addresses

Most founders scale on instinct. They see two profitable weeks, raise budget, and watch performance collapse. They retreat, blame the platform, and never identify whether the problem was timing, structure, creative capacity, or audience saturation. Scaling without a framework is gambling.

What's inside

  • The three-signal scaling test — the exact conditions that must be met before raising budget, drawn from accounts that scaled cleanly versus accounts that broke
  • A scaling velocity table — how much you can safely raise budget per week at different spend tiers (£1k/day, £5k/day, £10k/day)
  • The five most common scaling failures, what they look like in-platform, and how to recover from each
  • A hold-or-rebuild decision tree for when scaling isn't the answer
  • The creative pipeline math — how many new assets your account needs per week to sustain scaling, by spend tier

Who this is for

◆ For you if

You're spending £5k+/month, performance has been profitable for at least 60 days, and you don't know whether to scale or stabilise.

◇ Not for you if

You haven't yet found a profitable creative-audience combination. Scale a problem and you scale the problem.

Format

PDF Playbook Length 28 pages Time to apply One quarter
Acquire — £35 Or get the full Vault — £250
2 PDF Playbook

Creative Fatigue Diagnostic

Why ads stop working — and how to see it before it happens. Frequency signals, refresh triggers, and a rotation system that prevents ROAS collapse.

£35
Standalone

The pain it addresses

Every account has watched winning creatives quietly become losing creatives. By the time founders see ROAS dropping, the fatigue is weeks old and they've already burned thousands of pounds on a dying asset. Most don't have a system to spot it early — they react to symptoms, not signals.

What's inside

  • The four leading indicators of fatigue — what to watch every Monday morning before fatigue hits the bottom line
  • Frequency thresholds by funnel stage — when 3× frequency is fine and when 1.8× is already a problem
  • A weekly diagnostic protocol — the 12-minute review process you run to catch fatigue early
  • The creative refresh framework — when to refresh versus rebuild, and the asset rotation cadence that prevents burnout
  • The save-vs-kill decision rule for fatigued ads — when an asset can be revived, and when killing it is cheaper

Who this is for

◆ For you if

You manage your own ads, you've watched winners die, and you want a system that catches fatigue 7–14 days before ROAS does.

◇ Not for you if

You don't yet have any ads that have lived past two weeks of profitability — your problem isn't fatigue, it's finding a winner.

Format

PDF Playbook Length 24 pages Time to apply One week
Acquire — £35 Or get the full Vault — £250
3 PDF Playbook

The Neuromarketing Creative Playbook

The attention, emotion, and memory mechanisms that determine whether an ad is remembered or dismissed. Applied — with D2C creative examples.

£35
Standalone

The pain it addresses

Most D2C creative is technically competent and entirely forgettable. It checks the boxes — hook, problem, solution, CTA — and is gone from the viewer's mind within seconds. The brands that scale aren't following a different template; they're triggering attention, emotion, and memory mechanisms most marketers don't know exist.

What's inside

  • The three-second attention window — what neurologically captures attention before the conscious viewer engages
  • The seven emotion triggers most underused in D2C — and the brands using them quietly to outperform
  • Memory encoding mechanisms — why some ads are recalled days later and most are forgotten in seconds
  • A creative audit checklist — score your existing ads against neuromarketing principles
  • Eight before/after creative rewrites showing the same product framed weakly versus framed with neuromarketing applied

Who this is for

◆ For you if

You write your own scripts or brief them tightly, and you're tired of producing technically correct ads that don't convert.

◇ Not for you if

You outsource all creative direction and don't intend to inform briefs. Reading without applying this is reading for entertainment.

Format

PDF Playbook Length 32 pages Time to apply Two weeks
Acquire — £35 Or get the full Vault — £250
4 PDF Playbook

The Funnel Friction Audit

Every point at which your funnel quietly loses revenue — from ad click to checkout. A systematic diagnostic you can run on your own funnel today.

£35
Standalone

The pain it addresses

Most D2C funnels leak revenue at points the founder cannot see. The ad-to-LPV drop. The LPV-to-add-to-cart fall. The add-to-cart-to-purchase abandonment. Each step that loses 10% of the previous one compounds into total conversion that's a fraction of what it should be — and almost no founder runs the diagnostic to identify which step is the real problem.

What's inside

  • A seven-stage funnel friction map — every point where buyers drop off, with benchmark drop-rates by D2C category
  • The diagnostic protocol — exactly which numbers to pull from Meta, Shopify, and GA4 to identify your real bottleneck
  • 27 specific friction sources, organised by funnel stage, with the fix for each
  • A landing page audit checklist — the 14 elements that determine whether visitors stay or bounce
  • A checkout-stage triage — the most expensive places founders lose buyers in the final minute, and how to recover them

Who this is for

◆ For you if

You're getting traffic but your conversion rate feels too low, and you don't yet know whether the problem is the ad, the landing page, or the cart.

◇ Not for you if

You aren't yet running ads to a structured funnel. Without a funnel to audit, the playbook can't be applied.

Format

PDF Playbook Length 30 pages Time to apply One week
Acquire — £35 Or get the full Vault — £250
5 PDF Playbook

The Decision-Making Framework

Scale, hold, or fix — the three decisions that define a paid growth quarter. A mental model for making these calls with evidence, not instinct.

£35
Standalone

The pain it addresses

Every Monday morning a paid growth operator faces the same three questions: do I scale this, hold it, or fix it? Most founders default to scaling profitable things and ignoring unprofitable ones — and miss that holding can be the highest-leverage move, or that "fixing" is usually scaling something that should have been killed.

What's inside

  • The Scale-Hold-Fix decision matrix — the exact conditions under which each action is correct
  • The five most common misdiagnoses: when founders scale what they should hold, fix what they should kill, and hold what they should scale
  • A weekly review template — the 25-minute Monday morning ritual that aligns decisions across all your campaigns
  • The opportunity cost calculation — how to value the decision *not* to scale, which most founders never quantify
  • A quarterly portfolio framework — how to allocate budget across campaigns the way an investor allocates across assets

Who this is for

◆ For you if

You're making weekly budget calls and they feel reactive. You want a repeatable framework rather than a fresh gut decision every Monday.

◇ Not for you if

You're hands-off and your media buyer makes these calls. Buy this for them, not for you.

Format

PDF Playbook Length 22 pages Time to apply Ongoing
Acquire — £35 Or get the full Vault — £250
6 PDF Playbook

The Offer Architecture Guide

Why your product is not your offer. A framework for constructing an offer that converts at scale — anchored in perceived value, risk reversal, and decision psychology.

£35
Standalone

The pain it addresses

Most D2C brands sell their product instead of their offer. The product is what's in the box; the offer is the whole package the buyer says yes to — terms, guarantees, framing, bundling, urgency. Founders with average products and great offers outsell founders with great products and average offers every time. Most don't realise this is a discipline.

What's inside

  • The five offer dimensions — what every offer must do to convert, and which dimension your current offer is weakest in
  • Risk reversal mechanics — beyond money-back guarantees, the underused structures that crush buyer hesitation
  • The perceived value calculation — how to make your offer feel like 3–5× its price without lowering price
  • A bundling logic table — when bundling raises conversion versus when it cannibalises hero-product sales
  • An urgency framework that doesn't feel cheap — the only legitimate scarcity that high-trust brands use

Who this is for

◆ For you if

You have a strong product but your conversion rate is stuck below 2.5%. The fix is rarely the ad — it's the offer the ad sends people to.

◇ Not for you if

You're a single-SKU brand with no flexibility to bundle, guarantee, or restructure. The frameworks need something to work with.

Format

PDF Playbook Length 26 pages Time to apply Two to four weeks
Acquire — £35 Or get the full Vault — £250
7 PDF Framework

The KPI Clarity Framework

Which metrics actually matter at your stage. What to ignore. A permanent fix for metric confusion.

£35
Standalone

The pain it addresses

Most founders track too many metrics and decide on too few. They open the dashboard, see fifteen numbers, and act on whichever one is most alarming that day. The result is constant reactivity to noise, no clarity on the signal, and weekly decisions made on metrics that don't matter at their current stage.

What's inside

  • The three-metric rule for each stage of paid growth — what to watch when you're under £5k/month, between £5k–£25k, and above £25k
  • Vanity vs decision metrics — a complete inventory of the metrics founders track that don't change anything, and the ones they should be tracking instead
  • The MER vs ROAS reconciliation — when platform ROAS lies and what to trust instead
  • A weekly KPI dashboard template — the exact six numbers to pull and how to read their relationships
  • The leading vs lagging indicator map — which numbers predict next week's results, and which are just history

Who this is for

◆ For you if

You're drowning in dashboards and don't trust your own readings. You want a smaller, sharper set of metrics that actually drive decisions.

◇ Not for you if

You don't yet have the tracking set up to pull these metrics reliably. The Attribution & Tracking Codex comes before this one.

Format

PDF Framework Length 20 pages Time to apply One Monday
Acquire — £35 Or get the full Vault — £250
8 PDF Playbook

The Competitor Intelligence Method

How to read competitor ads, funnels, and offers the way a specialist reads them — and extract signal, not just copy. The exact method used in the session dossiers.

£35
Standalone

The pain it addresses

Most founders look at competitor ads and either dismiss them ("we'd never do that") or copy them ("that's working for them"). Both are wrong. Competitor ads are evidence — what's running, how long it's been running, what audience it's targeting, what offer it's pushing. Read with discipline, the Meta Ad Library is the most underused diagnostic tool in D2C.

What's inside

  • The four-layer competitor read — from creative angle to audience inference to funnel structure to offer architecture
  • What ad longevity tells you — how to identify which competitor ads have been running for months versus weeks, and what that signals
  • A reverse-engineering protocol for competitor funnels — what to capture, what to measure, what to ignore
  • The "hidden inventory" technique — how to identify what competitors have stopped doing, which is often more revealing than what they're currently running
  • A competitor dossier template — the exact one-page brief used in private session deliverables, ready to fill in

Who this is for

◆ For you if

You compete in a category with 3+ visible competitors, you want a structured way to learn from them without copying, and you trust evidence over guesswork.

◇ Not for you if

You're in a category with no real competitive set yet, or you'd rather innovate from scratch than read the field.

Format

PDF Playbook Length 26 pages Time to apply One week per competitor
Acquire — £35 Or get the full Vault — £250
9 PDF System

The Creative Testing System

A structured testing protocol that produces winners faster and at lower cost. Hypothesis design, variant construction, statistical rigour — made practical.

£35
Standalone

The pain it addresses

Most D2C creative testing is undisciplined. Run three new ads. Pick the one with the highest ROAS after three days. Move on. The problem: three days is far too little data to conclude anything, and the winner you picked may have been lucky variance. Without statistical discipline, every "winner" you identify might actually be a loser the platform happened to favour briefly.

What's inside

  • The hypothesis-first testing protocol — every test starts with a written hypothesis, otherwise you're just rolling dice
  • Sample size thresholds — exactly how many impressions, clicks, or purchases a test needs before you can trust the result
  • The variant construction rule — why testing three radically different ads is more powerful than testing five similar ones
  • A decision matrix for what to do when results are statistically inconclusive (which they usually are at small spend)
  • The winner consolidation framework — how to compound learning across tests rather than re-running new tests from scratch

Who this is for

◆ For you if

You launch new creatives every week or two, you call winners based on early data, and you suspect you've been declaring victory too early.

◇ Not for you if

You spend under £2k/month — you simply won't generate enough data per test for statistical rigour to be the right framework yet.

Format

PDF System Length 28 pages Time to apply Ongoing
Acquire — £35 Or get the full Vault — £250
10 PDF Blueprint

The Account Structure Blueprint

How Meta and Google accounts should actually be organised at different stages of spend. Architecture, naming, budget logic — everything that compounds or silently breaks.

£35
Standalone

The pain it addresses

Most ad accounts are organised by accident. Campaigns named "Test 1," "Test 1 - Copy," "Final," "Final v2." Adsets created ad hoc and never cleaned up. Budgets distributed by no logic at all. Years later the account is a graveyard, the algorithm can't learn cleanly, and every restructure feels like surgery. The architecture you set early determines what you can scale into later.

What's inside

  • Three reference architectures for Meta accounts — at £1k/day, £5k/day, and £10k+/day — with exact campaign, adset, and ad structures
  • The equivalent for Google Ads — Performance Max, Search, and the increasingly relevant Demand Gen structures
  • A naming convention system that scales — every campaign, adset, and ad immediately readable by any team member or new hire
  • Budget logic at each tier — how budget should be distributed across the architecture, and when to consolidate versus segment
  • A migration playbook for restructuring a messy account without losing the algorithm's learning

Who this is for

◆ For you if

Your account is messy and you know it. Or you're about to scale and you want to scale into a structure that holds up.

◇ Not for you if

You spend exclusively on platforms outside Meta and Google. The principles transfer, but the specifics don't.

Format

PDF Blueprint Length 34 pages Time to apply One to two weeks
Acquire — £35 Or get the full Vault — £250

Comprehensive References · £55 each

Three deep references for permanent use.

3 documents · 33–50 pages each
11 PDF Bible · 50 pp

The Ultimate Creative Bible

The comprehensive D2C creative reference. Twelve sections covering every format, the eight core angles, 50+ hook structures, the five-element script framework, CTA matrix, platform-native specs, testing protocols, and every creative brief template used inside the private sessions.

£55
Standalone

The pain it addresses

Most D2C founders treat creative as a fresh problem every time. A new launch, a new test, a new fatigue cycle — each met with an improvised brief, an improvised script, an improvised structure. The result is uneven quality and slow output. The Creative Bible exists so creative becomes a *system* rather than a fresh act of inspiration each week.

What's inside

  • Twelve sections covering every dimension of D2C creative — format, angle, hook, script, visual structure, audio, CTA, platform spec, testing, fatigue, briefing, scaling
  • The eight core creative angles proven across D2C categories, with examples and the situations each is best suited to
  • 50+ hook structures categorised by intent (curiosity, urgency, social proof, transformation, contrast, etc.) with annotated examples
  • The five-element script framework — the structure behind nearly every ad that converts at scale, with worked examples in three categories
  • A complete CTA matrix — when each call-to-action language pattern outperforms, and when it kills conversion
  • Platform-native specifications — Meta, TikTok, YouTube Shorts, Reels — actual dimensions, durations, and format rules that change quietly each year
  • The creative brief template library — the exact briefs used to commission high-converting creative from in-house teams or external editors

Who this is for

◆ For you if

Creative is a core lever of your growth and you want to operationalise it. The Bible is the document a creative-led D2C brand keeps open on a second monitor.

◇ Not for you if

You outsource creative entirely and don't brief or review. There's no value in studying the Bible if you won't apply its frameworks.

Format

PDF Bible Length 50 pages Use Reference document, not read-once
Acquire — £55 Or get the full Vault — £250
12 PDF Compendium · 33 pp

The Performance Benchmarks Compendium

Every major channel, every major industry. Nine platforms across thirteen verticals. Over five hundred benchmarks — CTR, CPC, CVR, CPA, ROAS, MER, CAC:LTV, funnel stage, email, SMS, organic social. The reference document founders keep open on a second monitor.

£55
Standalone

The pain it addresses

Every founder has wondered, mid-decision: "Is this number good? Bad? Normal?" Without benchmarks, you have no idea whether your 2.1% CTR is excellent or embarrassing for your category. Most public benchmarks are years out of date, drawn from samples too small to trust, or written for SaaS rather than D2C. The Compendium is the reference document that ends the guessing.

What's inside

  • Nine platforms covered — Meta, Google Search, Performance Max, TikTok, Snapchat, YouTube, Pinterest, email, SMS
  • Thirteen verticals — apparel, beauty, wellness, supplements, food/beverage, home, electronics, jewellery, kids, pets, fitness, education, subscription
  • Over 500 individual benchmarks across CTR, CPC, CVR, CPA, ROAS, MER, CAC:LTV ratios, email open and click rates, SMS conversion rates, and more
  • Funnel-stage benchmarks — separate numbers for prospecting, consideration, and retention, because comparing your retargeting ROAS to a prospecting benchmark is the most common diagnostic error
  • A quick-reference index by question, not by platform — "What should my Meta CPM be in apparel?" goes straight to a single page

Who this is for

◆ For you if

You make weekly performance calls and you want a credible reference for what "good" looks like in your category and platform mix.

◇ Not for you if

You operate in a vertical or platform combination so unusual that aggregate benchmarks won't apply. The Compendium is wide, not bespoke.

Format

PDF Compendium Length 33 pages Use Look up before every weekly review
Acquire — £55 Or get the full Vault — £250
13 PDF Codex · 42 pp

The Attribution & Tracking Codex

The reference founders reach for when Meta says ROAS 4× and Shopify says 2.1×. Pixel vs Conversions API, server-side setup, attribution windows, view-through reality, blended vs platform MER, GA4 reconciliation, and the simple dashboard every D2C account should run. Built for the post-iOS-14.5 world.

£55
Standalone

The pain it addresses

The most expensive question in D2C right now: "Which number do I trust?" Meta reports one ROAS, Shopify reports another, GA4 reports a third — sometimes off by 50% or more. Without a settled view, every weekly decision is made on numbers that may be fictional. The Codex exists to end this — not by picking one number, but by teaching you what each number actually means and how to triangulate the truth.

What's inside

  • The full Meta tracking stack — pixel, Conversions API, server-side events, the trade-offs between each, and the exact setup the highest-trust accounts run
  • Attribution windows explained without the marketing — what 1-day, 7-day, and view-through actually capture, and how each window inflates or deflates reported ROAS
  • The MER vs ROAS reconciliation framework — how to read platform ROAS, Shopify revenue, and blended MER together to identify what's true
  • A GA4 setup audit — the 14-point check that most accounts fail without knowing
  • The simple weekly dashboard — the six numbers from three sources that produce a single trustworthy read on account health
  • Post-iOS-14.5 realities — what changed in 2021, what changed again with iOS 17/18, and what to expect next
  • A decision framework for which number to act on when sources disagree (they always disagree)

Who this is for

◆ For you if

You've stared at conflicting numbers and felt the cost of not knowing which to trust. The Codex is the foundation everything else in the Vault depends on — without trustworthy data, every other framework runs on noise.

◇ Not for you if

You're spending under £2k/month and the variance between sources is within normal noise. The Codex pays for itself at higher spend, where 10% attribution error is meaningful money.

Format

PDF Codex Length 42 pages Use Foundational — read before applying other resources
Acquire — £55 Or get the full Vault — £250
After you've read it all

The library, in one deliberate price.

If two or more resources caught your attention, the bundle is already the better decision. Sixteen documents, over 290 pages of frameworks. Acquired together for less than half the individual total — and £100 credited toward your diagnostic session if you book one within 3 months.

A concession of £265 · Included free with the £800 session
Individually £515
£250
Acquire the Vault →