Elliott Botterill's Linkedin Analytics

Most businesses are killing themselves searching for a breakthrough when it's sitting 18 inches away. I just watched a client go from ZERO inquiries to EIGHT overnight. The change? He moved his promotional flyers exactly 18 inches to the left in a coffee shop. Same flyers. Same offer. Same location. Different position. This isn't just about physical placement. It's about the deceptive power of tiny adjustments: • The headline tweak that doubles conversion • The price change that unlocks profitability • The offer sequence that transforms results I've seen countless businesses abandon perfectly good strategies because they weren't producing immediate results. They were likely ONE small adjustment away from breakthrough. The difference between struggling and thriving rarely requires a complete overhaul. It requires noticing the details others miss.

"It grated on me because it wasn't my vibe." Two healthcare professionals told me this exact phrase the other day about a competitor's high-end marketing program they'd just left. For certain industries - particularly healthcare professional - there's a critical constraint most marketing completely misses: Authentic alignment. These professionals will actively reject marketing approaches that feel misaligned with their professional identity... ...no matter how effective they are for others. I've seen clients try to force healthcare providers into: • Aggressive sales scripts • High-pressure tactics • Influencer-style approaches All produced massive resistance. Even when the strategies worked objectively well in other spaces. This isn't about being "genuine" in a generic sense. It's about deeply understanding the identity and values of specific professions. The most sophisticated funnel or compelling offer will fail if it creates internal conflict with how your prospect sees themselves.

Most live webinars get 20-30% attendance rates. We just analysed data from our last 17 webinars and discovered a single shift that boosted attendance to 55%. And it's painfully simple. (And you probably know the answer already...) A text message sent 60 minutes before start time. ❌ Not an email. ❌ Not a notification. ❌ A direct text with the link. When we added a second text ("We're live now!") at the start time, attendance jumped by another 12%. It was a pertinent reminder that; People don't skip your webinar because they're not interested. They skip it because they forget or get distracted. We're all fighting against unprecedented levels of distraction. Your marketing needs to account for this reality.

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The highest-converting ads we're running right now look like complete garbage. And they're crushing our professionally designed creatives by 38%. We're using deliberately "janky" iPhone notes with scribbled headlines that take 2 minutes to create. Why do they work so well? Pattern interruption. Your prospects scroll past dozens of perfectly polished ads every day until they all blend together. But a messy handwritten note? That stops the scroll instantly. We've tested multiple variations: • Handwritten text on notepads • Screenshots of notes apps • Scribbled annotations on slides • Mockups with deliberately bad handwriting Every single version outperformed our "professional" creative. The psychology is simple: In a sea of corporate perfection, human imperfection stands out. Your audience craves authenticity, not another glossy ad.