Perry Marshall has a brilliant ad philosophy that he calls “forest, trees, leaves”.

Forest = the big shit

= the offer, the big idea, etc.

Trees = the middle-sized stuff

= the landing page, the ad image, etc.

Leaves = the small stuff

= green button vs red button, 7 secrets vs 5 secrets, etc.

Of course, when it comes to paid ads, everything matters…

…but not everything matters equally.

(Equally true if you are doing organic.)

After spending millions of dollars on paid ads over the years…

…one of my secrets is to focus on the big leverage points.

The forest.

Most people spend a lot of time optimizing leaves…

…when they should be optimizing the forest.

Big levers swing big doors.

Small levers swing small doors.

Random thoughts on a Wednesday in Mexico.

May the force be with you.

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