He approached two strangers in a coffee shop, made his pitch, asked for the appointment and got a polite refusal, and then wrote the whole thing up across several parts. Amir Mahmoud does that repeatedly, reporting what did not work in as much detail as what did, which is rarer than it should be.
His marketing posts come out of neuro linguistic programming, and they are about suggestion, questions and emotional reach rather than tactics. One of the better ones asks when a pitch has been repeated so often that the sale dies of it.
The martial arts writing is the other half. He quotes a karate founder saying that training is not confined to the training hall, recommends a memoir as the book that explains what the art actually is, and points you at an old interview with a philosopher fighter.
The titles are enormous and read like whole paragraphs, which takes adjusting to.
Twenty posts. Read the coffee shop series in order. It teaches more by failing than most posts manage by succeeding.