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the new @_buildspace school has opened- you can see it in the background
this is farza's favorite talk; he loves marketing
but first, RIP everyone who has dropped out ⚰️
shout out to an extra interesting project called 'chaos town'
it didn't get a lot of traction when it launched but farza likes it
they're creating their own news channel
@chvostown
it didn't do well on twitter but blew up on titktok - showing the importance of trying multiple channels
question to the audience - how many users this week vs last?
if you don't know the answer, you need to focus on it
here's a preview of the leaderboard
we are getting everybody's week 3 update
shipping later today buildspace.so/home
nearly everyone messes up marketing
because they imagine news articles like techcrunch etc
or viral campaigns like this one from mr beast
it IS all marketing. but for you that's not what it will look like.
it'll be a tweet or a reddit post
or you hustling into peoples' DMs, getting them curious about what you are building
you've been doing it without knowing
you're already a marketer!
don't over think it
people will often blame a product failure on lack of marketing
these are just excuses - they are not real
for 99% of projects, you could spent $1M and it won't make a difference
you'd get a massive spike but users won't stick around
classical marketing tactics are very good when you know people want your thing
focus on making your thing better
it's OK you're just starting
but make it better each week
be OK with users dropping off, it's normal
a failure is 6 weeks of people checking it out but no one returning
if 10% over your users are returning 1 week later, that's a big win
farza has a secret for us:
marketing isn't about blowing up once. it's about building audience
you might be asking yourself - what's the point?
very good question!
the answer is that each week, you need new people to give you fresh feedback
this took farza many years to understand
you're doing this so you can find the 1% that really cares
over time, you'll keep more of them
1% -> 2% -> 3%
marketing is built into your buildspace loop
they call it 'launch' not 'marketing'
like @_buildspace itself, they just launch. no classical marketing
every update that you make it an opportunity for a launch
think about steve jobs, who launched incredible products over and over
do it like its the last thing you will do
literally anything can be an opportunity to launch
small updates, new feature, whatever
screenshot the button that you added, talk about it online
people will care over time
talk about the bug you fixed
tiktok, twitter and linkedin are all channels
these are places you can launch
but twitter is like screaming in the middle of a busy street
you have to go to the best place for your users
go where your potential users are hanging out
an example - a fitness tool
there are 100s of forums, subreddits, tiktok accounts where people are discussing fitness
same thing for hip hop music
same thing for teachers
now, write down 2-3 channels that are specific to your niche
where can you find your potential users?
imagine you're going to the gyms and talking to people outside. great. just keep going to them.
look for the repeatable channels so you can master them.her
here's an example of @_buildspace
at the start it was just an idea - some tweets
a course for developers, very different compared to what they're doing today
he got his first 80 users in discord
what would you have done after getting 80 users?
referrals? no. only if you have something good.
partner with universities - yes
indiehacker groups - yes
hacker news - yes
they focused on college students interesting side CS projects
and they found out that every college had a discord server for their CS program
and they made custom landing pages for each one
posted in each discord server, asked them to tell their students
each server launch gave about 20 users
they mastered the channel and repeated it over and over
and they knew they were losing 90% of new users
but they focused on the ones that they could retain
focus on making your product better, and more people will stick around
it hurts to lose users but you have to optimize on learning
farza shares a marketing tool to track channels and ideas
e.g. twitter | tweet about a new feature in a demo video
you also add 2 labels: effort and impact
this will help you prioritize