The Ignore Test
Workbook
Find out why you're being ignored.
Because "looks good" is what people say before choosing someone else.
Run your offer, website or content through three revealing questions to uncover what people aren't seeing, believing or wanting enough - then sharpen the parts that will make it easier to notice, trust, want and choose.
You're good. They get it. They still don't choose you.
You've polished the website. Rewritten the bio. Refined the offer. Found your pillars. Fed the algorithm until it really ought to be feeding itself.
And somehow... you're still not getting enough attention, enquiries or sales.
People visit. Read. Nod along.
Then vanish into the night without buying a bloody thing.
Because "looks good" isn't a buying decision.
It's what people say before saving you for later, opening another tab and finding someone they want more.
The Ignore Test helps you find the precise moment something good becomes vague, familiar, forgettable or far too easy to compare.
Take your offer, homepage, bio, pitch, sales page or content and run it through:
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Can I see it?
Can people clearly picture the win - not just understand the words?
Can they recognise the result, want it and imagine it actually happening for them? Or is the real value buried beneath professional-sounding language everyone else has already worn out?
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Can I prove it?
Does the promise feel solid enough to believe?
Are your claims specific, tangible and supported by enough proof, detail or logic to make what you're offering feel credible and realistically achievable?
Or are you asking "passionate", "personal" and "results-driven" to perform another minor miracle?
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Could this only come from you?
Does it feel recognisably and desirably yours?
Does it carry enough of your experience, perspective, ideas, taste or language to make it memorable - or could a competitor swap the logo and carry on as if nothing happened?
Three questions.
Very few places for the bland bits to hide.
This may ruin perfectly acceptable marketing for you.
Once you see where something genuinely good becomes vague, familiar or forgettable, it's difficult to unsee it.
Inside the workbook, you'll:
- Score itSee how strongly your chosen offer, page or message performs across clarity, desire, urgency, trust, difference and action.
- Find the leakPinpoint where people lose interest, stop believing or fail to move any closer.
- Name the silenceWork out whether people don't see it, don't want it, don't believe it, don't remember it or simply don't know what to do next.
- Sharpen the winTurn an abstract or sensible-sounding promise into a result people can recognise, picture and want.
- Make it believableFind the proof, detail and specificity that make your claims feel solid enough to trust.
- Make it yoursIdentify the ideas, perspective, language and signals that make the work recognisably yours.
- Create a reason to moveStrengthen your answer to why you, why this and why now.
- Build the better versionPull everything together into a sharper demand draft you can actually use.
By the end, you won't simply know why the thing you tested is being ignored.
You'll have a clearer, sharper and more desirable version of it - with stronger reasons to notice it, believe it, remember it and act on it.
No 47 content prompts. No instruction to pick three personality words and marry a font. No ideal client avatar exercise involving what "Sarah" eats for breakfast. No motivational waffle about "showing up as your authentic self".
Just 28 pages designed to make something good much harder to overlook - and much easier to choose.
Hey, I'm Matt.
I've spent 25 years working out why some people, businesses and ideas command attention, earn preference and grow - while equally good ones disappear into the category.
I started as an award-winning business journalist. It taught me to find the interesting bit, ask the awkward question and make complicated ideas matter to people quickly.
Since then, I've co-founded Smarta with Shaa Wasmund MBE, built with backing from Theo Paphitis and Deborah Meaden, co-founded a seven-figure training and events business and worked with organisations including RBS, NatWest, O2, Xero, Santander and Lloyds.
Today, I work with founders, experts, leaders and organisations on the positioning, messaging, marketing and content that makes their value easier to see and their business easier to choose.
I'm also a Business Book Awards judge and the author of the upcoming Why You?: How to Become the Obvious Choice in a World Full of Good Options.
All of which means I've spent a very long time looking for the valuable thing somebody has buried, the idea they've underestimated and the reason good work isn't landing as well as it should.
The Ignore Test gives you a way to start doing the same thing to your own offer, website, pitch or content.
You'll leave knowing what people aren't seeing, believing or wanting enough - what to sharpen first and what you can finally stop fiddling with.
Your entire business can be professionally hiding the best thing about it.
The Ignore Test will help you find it.