Read your ad copy and your landing page as one document

When you write outreach, you describe the product as it will be. When someone clicks, they land on a page written months earlier, describing it as it was. The gap opens quietly.

One of the creators we booked read both before agreeing to run anything, and asked about the difference. He was right to. Better to hear it from him than from the people who would have clicked.

It is now a fixed step before we book any paid placement: open the ad copy and the landing page side by side and read them together. If they describe two different products, fix the page first, then take the date.