Research Swipe File

M — Mechanism

Mechanism: A '7-Point Audit' — a diagnostic framework that identifies specific revenue leaks. The mechanism isn't 'hire us' or 'buy our tool' — it's 'use this audit.' By offering the diagnostic framework rather than the solution, the writer builds trust and positions themselves as the expert who can also fix what the audit finds. The number '7' makes the framework feel comprehensive but finite.

B — Brief

Brief: Lead magnet or blog post headline for a CRO consultancy targeting DTC founders. Target: DTC brands spending $50K-$500K/mo on ads who suspect their funnel is underperforming. Brief required a hook that would make the reader feel urgency about a problem they might not know they have. The audit framework positions the agency as diagnostic experts, not generic consultants.

C — Copy

Copy technique: '90% of DTC Brands' creates statistical urgency — the reader's brand is probably in this group. 'Scaling a Funnel That's Bleeding Money' combines a positive action (scaling) with a negative outcome (bleeding money) — the more you scale, the more you lose. 'Here's The 7-Point Audit' pivots from problem to solution. 'That Finds The Leaks' uses the plumbing metaphor consistently — 'bleeding' → 'leaks' → implied: 'fix the pipes.' The copy creates a visual metaphor that makes an abstract problem (funnel inefficiency) feel concrete and fixable.