Lead generation
Lead Scoring as a System, and When It Is Not Worth It
Scoring is not a feature you switch on, it is a system with four parts — and below a certain inbox size it costs more attention than the sorting saves you.
5 min read
Writing
What we learned building this.
Notes on Instagram’s API, the replies a tool should refuse to send, and the parts of automation that are easy to get wrong. Written by the people who ship it.
Playbooks
Building a Law Practice Automation, Field by Field
The argument for what a legal practice must refuse is a separate post. This is the build sheet: which automations, in what order, and what goes in each field.
6 min read
Playbooks
When Misspelling Is Normal: Triggers for Learner Inboxes
Your audience is writing in a language they are still learning, so errors are the median message rather than the edge case. What that does to keyword matching.
5 min read
Playbooks
Your Content Decides What People Ask You. Then We Reply.
We have no strategy tool and no content features. But every post trains your audience to ask something, and what they ask sets the ceiling on automation.
5 min read
Playbooks
Landscaping DMs: You Cannot Quote What You Cannot See
Every landscaping job is priced by looking at the site, and your inbox has seasons. Both of those change what an automation is allowed to say and how long it should live.
6 min read
Playbooks
Jewellery DMs: Never Automate Availability or Price
When a piece is one of one, a confirmation your system cannot verify becomes a refund. And the highest-intent message in your inbox is a photograph with no words.
5 min read
Playbooks
Interior Design Enquiries: Sorting Beats Answering Fast
Most interior DMs are not projects. The case for automation here is not reply speed — it is that four questions separate the enquiry from the browse, unattended.
5 min read
Playbooks
Plenty of Followers, Nobody Buying: The Honest Diagnosis
Automation does not fix this, and most tools sold for it will not either. The four reasons a large following converts badly, and which one is actually yours.
4 min read
Tutorial
Designing a DM Funnel That Survives Both of Its Windows
Build the flow backwards from the thing you actually want. What each stage is for, what belongs in the public reply, and how two deadlines shape every choice.
6 min read
Playbooks
Collab Logistics in the DMs: Start There, Then Leave
Finding creators and writing the pitch are covered elsewhere. This is the awkward middle: dates, deliverables, addresses and approvals, in a thread with a clock.
5 min read
Playbooks
Building a Holiday Campaign Automation Before It Goes Live
The teardown gets written about because it is what fails. This is the other half: the pre-flight for a festive campaign, in the order that keeps each piece debuggable.
5 min read
Playbooks
How to Read an Instagram Automation Case Study in 2026
We are not supplying one. This is the other half of the job: what a real case study contains, and the four things a fabricated one leaves out every single time.
5 min read
Compliance
Wellness Accounts Get Clinical Messages Without a Clinic
A yoga studio, a nutritionist and a supplement brand receive the same DMs a clinic does, with none of a clinic's guardrails. Three things that must never be automated.
6 min read
Playbooks
Graphic Designers: Automate the Intake, Not the Quote
Design pricing is scope pricing, so a number sent by a bot is a number you will be negotiated down from. Automate the three questions that come before it.
5 min read
Tutorial
Keyword Triggers: Choosing Words Your Audience Actually Types
The smallest field in the builder decides everything downstream. How to pick keywords, when to use any-of over all-of, what negative keywords are really for.
6 min read
Playbooks
Giveaway Automation: The Worst Traffic Your Inbox Will See
A giveaway brings tag spam, hashtag stuffing and entries that are not questions. What can be automated, what must stay human, and the hash-character trap.
6 min read
Playbooks
The Comment to DM Funnel, Step by Step and Where It Leaks
Comment a keyword, get a DM. Six steps, each one losing people. What happens at every stage, which losses are fixable, and which are the platform saying no.
5 min read
Lead generation
Your First 100 Instagram Leads: One Automation, One Week
The first hundred come from one post, one keyword and one thing worth asking for. What the first week actually looks like, and the number to watch instead of leads.
6 min read
Comparison
Free vs Paid Here Is One Line, and It Is Not Features
Most tools gate capability behind a plan. Here the meter sits on a single axis: a reply you wrote is free forever, a reply the AI wrote costs one credit.
5 min read
Playbooks
Instagram Automation Next to a Shopify Store, Without a Sync
There is no Shopify integration here and none is coming disguised as one. What still works: order questions, sizing, shipping, stock — and a CSV between the two.
5 min read
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