Cheat Sheets
Practical tools distilled from Click Here to help you and your team take action — from defining your North Star metric to choosing the right channels, building teams, and winning over your CFO.
📗 The Basics
These cheat sheets help you nail the foundations — your North Star metric, your marketing funnel, and your conversion flow.
⭐ North Star Metric
Define and measure the single most important metric for your business.
🔍 Conversion Audit
Audit your conversion flow step by step. Every drop-off is money left on the table.
📈 Marketing Funnel
Understand the marketing funnel and where your business sits in it.
📊 Strategy & Measurement
Go deeper on channel strategy, measurement frameworks, and creative experimentation.
🧭 Channel Selection Matrix
Compare all four channel families and learn which combinations amplify each other.
📊 Measurement
The measurement hierarchy, holdout testing, and how to avoid attribution traps.
🎨 Creative Testing
What to test, how to run experiments properly, and how to read results without p-hacking.
🏢 Teams & Organisations
Build the right team, pick the right partners, and get finance on your side.
👥 Hiring Scorecard
Evaluate marketing hires: rocket ship vs dip, tenure, the one interview question with a correct answer.
🏛️ Finance Playbook
Win over your CFO, protect your budget, and make finance your strongest ally.
🤝 Agency Selection
Pick the right agencies, avoid the red flags, and know when to bring it in-house.
Get the most from modern marketing
I wrote this book because there was no one good book available that could take you through the entire field of modern digital marketing and advertising. Through the years each era of marketing has needed a new book. From Scientific Advertising in the early 1900s to Reality in Advertising in the mid 1900s to Ogilvy on advertising in the late 1900s.
Click here is intended to fill that role for the early 2000s helping business people get the most of modern marketing whether they are a small business owner, a marketer in a medium business or a senior executive in a trillion dollar company.
My goal is that:
- As a marketer you can use this book to broaden your skills in new fields and use it to educate your colleagues on why you do what you do
- As a business owner you can use this book to know what marketing can do for you and get proficient enough to direct a team or agency
- As a finance person you can gather the right questions to ask to make sure marketing budgets aren’t being wasted.
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- FridayNite’s SEO book