43 Clicks North

14/09/2026

3 behavioural science principles used by brands every day ↓

Credibility isn't a tone of voice. It's a set of decisions most brands make backwards.

1. Precision effect: 39.6% beats 40%, because round numbers read like guesses.
2. Pratfall effect: How Buckley's built a brand on tasting terrible.
3. Illusion of effort: Skyscanner's loading screen is theatre; visible effort equals perceived value.

💡 Marisa Crimlis-Brown on why 4.8 stars beats 5, since nobody pleases everyone.

10/09/2026

Your next winning ad is already made (someone else made it) 👇

Most accounts fatigue because they can't produce new angles fast enough, and you could be paying for creative you already have sitting in your tagged posts.

Meta's Partnership Ads Hub now shows every post tagging your brand and whether you hold usage rights.

Request, get approval, run it.

08/09/2026

3 behavioural science principles behind some of the best lines ever written ↓

1. Keats heuristic: If it rhymes, your brain rates it as more true.
2. Concreteness: Apple never sold 126MB of memory; they sold 1,000 songs in your pocket.

3. Linguistic Heisenberg: Nobody ordered the Patagonian toothfish. Renamed Chilean sea bass, sales multiplied over 30x.

💡 Marisa on why words don't describe the value; they create it.

04/09/2026

Most landing pages make claims; great ones make cases ↓

Problem, promise, ask. That's where most pages stop, and it's why the ask does all the heavy lifting on its own.

The step that's missing is proof.

Same promise, and only one of them is believable.

💡 Will on why the ask gets easier when the proof has already done the convincing.

Go count the unproven claims on your own landing page 👇

03/09/2026

Your ads are converting, ROAS looks good, but profits are flat ↓

That gap is where most accounts stop looking, because the dashboard says everything's fine.

1. Margin, not ROAS: A 4x on low-margin products makes less profit than a 2x on your best sellers.

2. What did your last £1k return? Blended ROAS is an average, and your first thousand might return 5x while your last returns 1x.

3. Segment by first purchase: Some products create repeat customers, and some never do. Budget accordingly.

💡 Ryan on why flat profit is rarely an effort problem.

01/09/2026

3 behavioural science principles behind some of the ads we all love ↓

None of it felt like advertising, which is exactly why it worked.

1. Pareidolia effect: Hide a face in the image and attention follows, hidden faces won attention 92% of the time in testing.

2. Gaze direction: People look where your subject looks, so point them at the message that matters.

3. Von Restorff: When every ad in the category looks the same, the odd one out is the one remembered.

💡 Marisa Crimlis-Brown on why distinctiveness is a commercial advantage, not a creative flourish.

29/08/2026

26/08/2026

There's data you're losing every week if you don't do this ↓

Search Console now connects to your social accounts and shows the exact searches behind your views, clicks and impressions.

It only builds from the day you link it up, with nothing backdated.

So make sure you go and connect your accounts!

24/08/2026

The answer wasn’t in Google Ads, and it wasn’t in Meta either ↓

NOTCH had raised their free shipping threshold from £40 to £75 to protect profitability. But it actually did the opposite.

AOV barely moved, add-to-cart fell 22%, and CAC rose 68%.

The threshold had outgrown the product pricing, so free shipping stopped feeling achievable.

The real constraint on growth usually sits outside the ad account.

👉 Swipe to see what we found and what changed.

21/08/2026

Nobody leaves a gig humming the soundcheck ↓

They leave with the encore stuck in their head, and the whole set gets remembered through it.

Copy works the same way. But most pages spend everything on the opening, then trail off with a "Learn more" that couldn't close a door, never mind a customer.

✍️ Will on what a gig in Lisbon taught him about endings.