Your ad should have worked. It didn't.
I’ll tell you why — and how to fix it.
I help AGENCIES and brands fix underperforming direct response creative.
Your ad didn’t hit — despite the right media and targeting — I’ll tell you why.
Through my proven framework and 20+ years of direct response experience, I’ll show you exactly where your creative fell flat, what needs fixing, and how to make it perform.
Most of the time, it’s an easy fix — if you know what to look for.
What DO you mean by direct response?
Direct response creative is any ad — online or offline — that asks someone to take action after they’ve read or viewed it. It could be direct mail, DRTV, Meta or Google Ads.
If you’re tracking performance —clicks, leads, donations, sales — but your results are underwhelming, I’ll show you exactly where your creative went wrong and how to fix it.
What went wrong?
Most direct response creative fails because it doesn’t communicate a problem your audience cares about. Instead, it talks about your product, your service, your business.
Here’s the truth: no one cares.
They only care about their own problems.
That’s why I developed the No One Cares Framework™ to fix underperforming creative.
What’s My Process?
The No One Cares Framework™ is designed to quickly pinpoint why your ad isn’t working.
It asks four key questions:
Is it clear?
Confused people don’t take action.Is it organised?
Messy, unstructured messaging loses attention.Is it persuasive?
If it doesn’t nudge someone to take action now, it’s a waste.Is it valuable?
If it doesn’t solve a problem your audience cares about, it’s irrelevant.
Why It Works.
When we fix these four elements, your ads perform.
I’ve helped hundreds of brands targeting Gen X and Boomer audiences see real results — doubling or tripling response rates.
And more often than not, it’s just a few small tweaks.
The brands I’ve helped.
And here’s what some of them have said…
“Always has a smile, even when he’s working to tough deadlines. But his main attribute is not being too precious over his ideas. He’s able to understand a brief from the client’s perspective. Which means he’s great at taking feedback and always delivers to brief!”
“His depth of experience and knowledge of how to get to the nub of problems and truly engage prospective customers was evident and the ultimate output helped us quickly establish some key performance benchmarks”
“Alec is by far one of the most talented creative directors I have ever worked with. He really gets down to the bone of every brief. He is an incredible problem solver and is fluent in the art pitching to a client, it’s amazing to be in the room with him when this happens!”
“Even more impressive is his ability to unite teams around his ideas. In B2B marketing, where we frequently see ideas diluted into something entirely forgettable, Alec’s conviction and passion for creative work make choosing the ‘safe’ option feel like the real risk”
What I’m Not Here to Do (But Why You Still Need Me.)
I’m not here to replace your designer, internal creative team, or creative agency.
I’m here to be a layer of protection — making sure your creative isn’t designed to fail before it even goes live.
Drawing on my 20 years in DR, I provide the guidance, briefs, and reviews your team needs to produce higher-performing ads.
Think of me as safeguard for your campaigns that mean your creative delivers the results you’re paying for.
Why Get in Touch?
If your brand has a call to action — whether you’re selling a product, collecting data, or securing donations — my process works.
Over my career, I’ve helped B2B companies, DTC startups, nonprofits, and more achieve 2x, 3x, even 4x better performance by fixing their direct response creative.