the vault

The psychology, protocols, science, art & financial models we use in our programs.

the psychology lab

the copywriter's terminal

Deconstructing the art of persuasion. Hover (or tap) to analyze.

[ ● TAP DASHED WORDS TO DECODE ]
"How to turn $1 of Spend
THE INPUT VARIABLE Claude Hopkins' Rule: Advertising is salesmanship in print. Treat every dollar like a salesperson's salary.
into $4 of Profit
THE DESIRED OUTCOME We anchor the goal to PROFIT, not just Revenue. This signals business acumen, not just vanity metrics.
using the Paid Traffic Program.
THE UNIQUE MECHANISM Eugene Schwartz's Concept: The market is sophisticated. They need a new *method* (Vehicle) to believe the result is possible.
"

Visual anatomy

We engineer the visual path of every creative to maximize retention

[ ● TAP HOTSPOTS TO ANALYZE ]
+
THE PATHOS TRIGGER We open with 'Pain' (Wasted Money/Stress). This creates an emotional gap that the brain desperately wants to close.
+
THE HYPERBOLE HEADLINE Calling ad spend a "Donation" is an attack on the status quo. It creates instant conflict (Cognitive Dissonance) that forces attention.
+
DIRECT RESPONSE No "Learn More" fluff. We use a specific, trackable instruction ("Apply") to filter for high-intent prospects only.

the rhetoric matrix

The linguistic patterns that trigger subconscious compliance.

Tri TRICOLON
The Rule of Three. The brain seeks patterns; three is the smallest number required to create a pattern.
"Blood, Sweat, and Tears."
Ana ANADIPLOSIS
Beginning a sentence with the last word of the previous sentence to create logical momentum.
"Fear leads to anger. Anger leads to hate."
Iso ISOCOLON
Symmetry in length and structure. Used to force a subconscious association between two concepts.
"Shortens straights. Straightens corners."
Ena ENALLAGE
A deliberate grammatical mistake to create friction and pause the reader.
"Think Different." (Instead of Differently)
Ant ANTITHESIS
Putting two opposing ideas together to create a high-contrast effect. Ideal for "Us vs Them" positioning.
"Be fearful when others are greedy, and greedy when others are fearful."
Aph ANAPHORA
Repeating the same word at the start of successive clauses to build rhythm and authority.
"We don't guess. We don't hope. We don't lose."
Chi CHIASMUS
A reversal in the order of words in two parallel phrases. The "Intellectual Mirror" effect.
"Quit your job, or your job will quit you."
Ali ALLITERATION
Repetition of initial letter sounds. Makes copy sound poetic and inherently "logical" even if it isn't.
"Busy as a Bee."

the cognitive bias deck

A classified index of the psychological levers we pull to influence decision-making.

Master these, and you master the market.

🧠Cognitive Dissonance
The mental discomfort experienced by a person who holds two or more contradictory beliefs. The brain forces a resolution to reduce the stress.
APPLICATION:"You value profit, yet you run ads that lose money. Why?" (Challenges their self-image).
📉Loss Aversion
The tendency to prefer avoiding losses to acquiring equivalent gains. The pain of losing $100 is twice as powerful as the joy of gaining $100.
APPLICATION:"Stop burning 30% of your budget on unqualified clicks." (Focus on stopping the bleeding).
⚓Anchoring Bias
The tendency to rely too heavily on the first piece of information offered (the "anchor") when making decisions.
APPLICATION:"A bespoke audit usually costs $2,000. Today, it's free for qualified applicants."
👥Bandwagon Effect
The tendency to do (or believe) things because many other people do (or believe) the same. Safety in numbers reduces risk.
APPLICATION:"Join 500+ Founders using the Partner Protocol." (Implies you are missing out).
🎓Authority Bias
The tendency to attribute greater accuracy to the opinion of an authority figure and be more influenced by that opinion.
APPLICATION:Using "The Laboratory" aesthetic and specific metrics implies scientific expertise.
⏳Scarcity Principle
Humans place a higher value on an object that is scarce, and a lower value on those that are in abundance.
APPLICATION:"Only 3 spots available for Q4 onboarding." (Creates urgency to act now).
🦆The Decoy Effect
Consumers change their preference between two options when presented with a third option that is asymmetrically dominated.
APPLICATION:Offering a $5k package and a $10k package makes the $5k seem reasonable, whereas alone it seems expensive.
😇The Halo Effect
The tendency for positive impressions of a brand in one area to positively influence one's opinion or feelings in other areas.
APPLICATION:"If their website is this polished and high-tech, their ad strategy must be equally precise."
🎁Reciprocity
The social norm of responding to a positive action with another positive action. We feel indebted when given something for free.
APPLICATION:Giving away high-value calculators and training in The Vault creates a subconscious debt to hire you.
🖼️Framing Effect
People decide on options based on whether the options are presented with positive or negative connotations.
APPLICATION:"90% Retention Rate" sounds much better and safer than "10% Churn Rate."
💸Sunk Cost Fallacy
The tendency to continue an endeavor once an investment in money, effort, or time has been made.
APPLICATION:"You've already invested 3 years in this business. Don't let bad ads ruin it now."
✅Confirmation Bias
The tendency to search for, interpret, favor, and recall information in a way that confirms one's preexisting beliefs.
APPLICATION:"You already suspect your current agency is failing. Here is the data that proves you right."
🔔Availability Heuristic
A mental shortcut that relies on immediate examples that come to a given person's mind when evaluating a specific topic.
APPLICATION:Running retargeting ads so frequently that you become the only agency they can think of.
🏆Endowment Effect
People ascribe more value to things merely because they own them. Ownership creates emotional attachment.
APPLICATION:"Claim your custom Growth Roadmap." (Making it 'theirs' before they even pay).
🛡️Zero Risk Bias
The preference for reducing a small risk to zero over a greater reduction in a larger risk. We crave certainty.
APPLICATION:"100% Satisfaction Guarantee or we work for free." (Removes the fear of the unknown).
🤝In-Group Bias
The tendency to favor members of one's own group over those in other groups. "Us vs. Them."
APPLICATION:"For Serious Founders Only. No hobbyists." (Creates an exclusive club they want to be in).
1️⃣Primacy Effect
The tendency to recall the first items in a series better than those in the middle. First impressions anchor perception.
APPLICATION:Placing your strongest case study or biggest number at the very top of the page.
⏭️Recency Effect
The tendency to remember the most recent information better than earlier information. The ending matters most.
APPLICATION:Ending the sales call or landing page with a powerful, memorable testimonial or guarantee.
⚖️Contrast Effect
The enhancement or diminution of perception as a result of successive exposure to a stimulus of lesser or greater value.
APPLICATION:Showing a "Bad Ad" next to an "Agency-14 Ad" to make yours look exponentially better.
🛑Status Quo Bias
The preference for the current state of affairs. The current baseline is taken as a reference point, and any change is perceived as a loss.
APPLICATION:Highlighting the danger of *staying the same* (decay) to overcome inertia. "Doing nothing costs you $X/day."
🔗Commitment & Consistency
Once we make a choice or take a stand, we encounter personal and interpersonal pressures to behave consistently with that commitment.
APPLICATION:Getting a small "Yes" (micro-commitment) like a survey click makes them more likely to say "Yes" to a call.

true profit

The Profit Equation

Revenue is the engine. Profit is the fuel. Calculate exactly what you keep.

[ ● INPUT YOUR METRICS ]
Your Break-Even ROAS
1.65
Anything below this = Loss.
Net Profit Per Order
£28.50
Before Ad Spend.

lifetime value

Revenue is the engine. Profit is the fuel. Calculate exactly what you keep.

The LTV Forecaster

Stop optimizing for the first sale. Optimize for the ecosystem.

Customer Lifetime Value
£864
Includes Referral Impact
Max "Safe" CPA
£201
Based on 3:1 Lifetime ROAS

The ad audit protocol

Before you spend a single dollar, run your Ad through the 5 Laws Agency-14 Laws.
If it doesn't pass, it doesn't launch.

Creative Validator
Run your ad concept through the 5 Laws of Direct Response.
Is it Specific? Does it use precise numbers ($36 CPA) vs vague claims (Better ROI)?
Is it Discrete? Is there a single, binary action to take (Buy/Sign Up)?
Is it Trackable? Can the outcome be measured via Pixel or Unique URL?
Desire or Dissonance? Does the hook create desire or create mental conflict?
Immediacy? Is there a scarcity or time-based reason to act now?
PROBABILITY OF CONVERSION: 0%

opportunities

partner program

Introduce us to a Founder, MD, CMO. If they sign, we pay you.

Who Qualifies?

SEO, Email, or Creative agencies who need a white-label paid traffic partner

Fractional CMOs & leaders managing brands who need a specialized execution partner.

Investors who need to deploy capital efficiently into portfolio companies.

DAY 0:
Referral Sent

DAY 3-7:
Introductory Call

DAY 7-10:
Strategy Proposal Call

DAY 10-17
You're Paid

impact grants

Pro-bono & subsidized scaling for non-profits.

We allocate a percentage of our company capacity & profits to scale organizations that matter.
If you are a registered charity, apply for our Impact Grant program.

Inspired by the Sikh principle of ਦੇਗ ਤੇਗ਼ ਫ਼ਤਿਹ (Degh Tegh Fateh) - "Food & Freedom For All"

talent acquisition

Operatives wanted. Media Buyers, Copywriters, Data Analysts & More.

We don't hire employees. We recruit obsessives.
If you can out-perform our benchmarks, we want to talk.

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