Traction

Instead of directing people to a conversion page, direct them to a piece of content that explains why you developed your product and your broader mission, or has some other purpose than immediately completing a sale.

How much will it cost to acquire customers through this channel? How many customers are available through this channel? Are the customers that you are getting through this channel the kind of customers that you want right now?

For these emails, you should determine the steps absolutely necessary to get value from your product. Then create targeted emails to make sure people complete those steps. For those who fail to complete step one, create a message that automatically emails them when they’ve dropped off. Repeat this at every step where people could quit, and you will

it’s hard to predict the traction channel that will work best. You can make educated guesses, but until you start running tests, it’s difficult to tell which channel is the best one for you right now.

Many entrepreneurs who build great products simply don’t have a good distribution strategy.

At any stage in a startup’s life cycle, one traction channel dominates in terms of customer acquisition. That is why we suggest focusing on one at a time, but only after you’ve identified a channel that seems like it could actually work.

over time, all marketing channels become saturated. As more companies discover an effective strategy, it becomes crowded and expensive or ignored by consumers, thus becoming much less effective.

You should know what marketing strategies have worked in your industry, as well as the history of companies in your space. It’s especially important to understand how similar companies acquired customers over time, and how unsuccessful companies wasted their marketing dollars.

Content only goes anywhere if people care about it…. With social, it’s word of mouth on crack. You should only employ social advertising dollars when you’ve understood that a fire is starting around your message and you want to put more oil on it. Getting that spark started is based on what you’re trying to say: startups do the opposite of this all