Getting people to find and buy.
WHAT CHANNELS EXIST
Search, through content and optimisation Direct outreach Communities and word of mouth Partnerships and integrations directories Paid advertising Existing audience
WHAT WORKS EARLY
Direct outreach and communities.
WHY
They require no audience and no budget, only effort.
WHAT WORKS LATER
Content and search, which compound slowly.
WHY LATER
They take months to produce results, so starting early and expecting patience is correct.
WHAT PAID ADVERTISING REQUIRES
Knowing what a customer is worth A funnel that converts Budget to learn with
WHY IT FAILS EARLY
Without those, it spends money discovering what conversation would have told you.
WHAT TO ESTABLISH BEFORE SPENDING
Cost to acquire a customer, against what they are worth.
WHAT CONTENT ACTUALLY WORKS
Material answering the questions your customers search for.
HOW TO FIND THOSE
Support tickets and sales conversations.
WHY
They are literally the questions, in the customer's own words.
WHAT TO AVOID
Writing about your product Broad topics with enormous competition Publishing without a route from reader to customer
WHAT TO MEASURE PER CHANNEL
Customers acquired, and what they cost.
WHAT TO DO
Concentrate on whatever works, rather than spreading effort.
