English Edition
21-year-old entrepreneur, owner of a performance marketing agency. I write about paid traffic, sales, and leadership using the tools available today: AI, automation, and copywriting. No magic formula, no pretending it's easy.
I serve clients in Brazil and internationally — the United States, Israel, Mexico, Portugal, Spain, the United Arab Emirates, and Italy. This English section brings a selection of articles from the full Portuguese blog, translated and adapted for an international audience.
Paid Traffic
A campaign can look well-optimized, following every good practice for setup and creative, and still underperform in practice, because the pixel feeding conversion data to the algorithm is capturing incomplete or incorrect data. Why tracking errors are more common and more silent than they seem, how to verify yours is working correctly, and the cost of optimizing against a signal that doesn't reflect reality.
Copywriting
Copy that lists technical features — 'new algorithm,' 'redesigned interface,' 'faster processing' — assumes the reader will automatically translate that into a real benefit, but that translation rarely happens on its own, and a feature without an explicit translation doesn't move a buying decision. Why features and benefits are different things, how to consistently translate one into the other, and when a technical feature still deserves to appear in the copy.
Sales
Most salespeople treat an objection as an obstacle to overcome with a stronger argument, when in reality it's a specific request for information the person still needs to decide. How to decode what each common objection is really asking for, why pushing back head-on almost always makes the conversation worse, and the technique of answering a question with a question before arguing.
Sales
A lot of salespeople save their convincing effort for the closing moment, when in reality the buying decision was already practically made — or lost — well before that point. How to spot the signs a customer has already decided before you even ask, why leaning on closing technique doesn't make up for a poorly conducted conversation before it, and the right moment to simply ask if the person wants to move forward.
Paid Traffic
It's common to celebrate low CPM, high reach, or cheap cost per click as if they were synonymous with a good campaign — but none of those metrics guarantee a sale. How to identify which numbers actually indicate campaign health, why top-of-funnel metrics mislead on their own, and the one metric no campaign should ignore.
Sales
Most salespeople treat the first no as the end of the conversation, when most sales that actually close happen in the follow-up almost nobody does right. How to structure a follow-up that doesn't sound like nagging, how many times to try, and what to do when the customer simply disappears.
Leadership
Many companies invest in value posters and polished culture presentations, but real culture forms from what leadership actually tolerates day to day, not what's written down. Why tolerated behavior weighs more than institutional speeches, how to spot the gap between stated culture and real culture, and what to do when the two diverge.
AI
The fear of being replaced by AI is misdirected: the threat isn't the tool, it's continuing to operate the old way while your competitor has already delegated the repetitive work. How to decide what to automate first, what to never hand off to AI, and the most common mistake people make when they start.
Automation
The promise of automation always comes wrapped in 'saving time,' but the real benefit is different: getting critical processes out of your head and into a system that doesn't forget, doesn't make mistakes from fatigue, and doesn't disappear when you go on vacation. A complete roadmap for deciding what to automate first, what to never automate, and how to measure whether it was worth it.
Sales
Scheduling and running a full discovery meeting with a potential customer, without first confirming their available budget is at least minimally compatible with the offer's real investment range, risks investing significant time in a conversation that, no matter how well conducted, was never going to move forward because of a basic financial mismatch. Why confirming budget upfront saves time on both sides, how to ask about investment range without sounding tactless, and when it's worth moving forward even without that prior confirmation.
Books
W. Chan Kim and Renée Mauborgne, in 'Blue Ocean Strategy,' argue that lasting business success often doesn't come from beating competitors within an already-contested market — instead, it comes from creating a new market space where direct competition simply doesn't exist yet. What the authors define as red ocean versus blue ocean, why competing directly tends to erode margin over the long run, and how to identify the opportunity to create a genuinely new market space.
Launches
Setting the length of a launch's open cart by copying what worked for another business or another niche, without considering your own customer's real decision cycle, results in a window misaligned with the time that specific customer genuinely needs to decide — too short for a more considered decision, or too long for a simpler one. Why the customer's decision cycle should determine cart length, how to identify that real cycle before setting the deadline, and the cost of a window misaligned with the real decision timeframe.
Copywriting
Using a speed promise — results in a few days, near-instant transformation — in copy that sells a genuinely complex, considered decision generates the opposite of the intended effect: instead of creating urgency, it signals to anyone who understands the subject that the offer isn't serious, because that kind of real result simply doesn't happen in that timeframe. Why speed promises work well for simple decisions and fail for complex ones, how to calibrate the timeline promise to the real complexity of the change being promised, and the cost of losing credibility with exactly the people who would understand the offer's real value.
Automation
Connecting an automation tool to another system — email, spreadsheet, customer database — using the broadest access permission available, because it's the fastest option to set up, exposes potentially sensitive information to a risk disproportionate to the real benefit that specific automation generates. Why broad permission is the most inviting default option, how to calibrate access to an automation's actual scope, and the cost of a compromised automation that had more access than it needed.
Entrepreneurship
First-time entrepreneurs tend to protect their idea as if it were the business's rare asset, when in reality the same idea has usually already occurred to dozens of other people — what separates someone who builds a business from someone who just had the idea is the specific execution most people aren't willing to do. Why an idea alone is worth almost nothing in the market, what really separates people who execute from people who just talk, and how to stop waiting for the perfect idea to start testing the one you already have.
Paid Traffic
When a paid traffic campaign doesn't convert, the first instinct is almost always to tweak the creative or the targeting — but in most cases the real problem is the offer, not the ad. How to diagnose whether the bottleneck is traffic or offer before spending more budget, and the offer structure that reduces how much weight the ad has to carry alone.
Paid Traffic
Setting up a retargeting campaign without explicitly excluding whoever already completed the desired conversion keeps showing that same person the same ad indefinitely, spending budget on someone who no longer needs to be convinced of anything. Why this exclusion is frequently forgotten during setup, how to structure a retargeting audience that updates itself automatically, and the real cost of continuing to advertise to whoever already bought.
AI
Using AI to summarize an extensive document — a contract, a report, a transcript — saves real time, but trusting that summary without verifying it against the original assumes the AI correctly identified what was relevant, an assumption that doesn't always hold, especially when the critical point sits in a clause or detail that looks secondary out of context. Why an automatic summary can drop critical information without flagging it, how to verify a summary efficiently without rereading everything, and when the risk of an incomplete summary actually matters.
Entrepreneurship
Celebrating revenue growth as a standalone sign of success ignores that growing revenue, paired with shrinking margin, can mean the business is working harder to earn proportionally less — a pattern that only becomes visible once someone stops looking exclusively at the top line. Why revenue alone hides the real financial health of a business, how to track margin alongside revenue, and the growth signal that shouldn't be celebrated without a second look.
Leadership
Prioritizing time at the company as the main promotion criterion, instead of demonstrated competence for the role the person is about to take on, tells the rest of the team that staying is valued more than developing real skill — which demotivates exactly the people who deliver the most. Why tenure is an easy but misleading criterion, how to calibrate promotion by the actual competence a new role requires, and the cost of promoting by seniority when the skill doesn't follow.
Launches
Most weak launches don't fail during sales week — they fail weeks earlier, in the warm-up phase that got treated as a formality instead of real work. How to structure the three phases of a launch, the most common sequencing mistake, and why cart-week results are almost always the result of decisions made weeks before.
More content
More English translations are added regularly. In the meantime, you can browse the complete Portuguese blog.
Browse the Portuguese blog →
