Marketing
Marketing for people who do their own. Positioning that picks a segment instead of claiming everyone, campaign briefs with one objective and a kill-threshold, channel picks scored on fit, and the budget math that keeps a solo operator from burning spend. Methods you can run today, no team required.
5 articles
Marketing Attribution Without Fooling Yourself
Last-click attribution quietly kills the channels that created your demand. The honest method: one north-star, clean UTMs, a stated attribution model, and triangulation against a self-report survey.
Lifecycle Email: Triggered by Behavior, Not a Calendar
A day-1, day-3, day-7 drip ignores what the user actually did. Real lifecycle email fires on a behavior, carries one CTA, maps to a lifecycle stage, and suppresses itself the moment someone acts.
How a Solo Founder Should Pick Marketing Channels (and Split the Budget)
The even split feels fair and is almost always wrong. Score each channel on fit (stage, model, ICP reach, the skill you actually have), weight the budget toward the one that converts, and give every line a kill-threshold so a loser stops bleeding.
The Campaign Brief That Keeps You From Burning Ad Budget
A campaign with three goals does none of them, and a target that is just budget divided by the customers you want is a wish. The one-page brief: one objective, one audience, one offer, an intent-weighted split, and KPIs that carry a kill-threshold.
Positioning for Solo Founders: For Whom, Against What, Why You
Most founder positioning is a slogan back-filled from "we are the easy X for everyone." The real method runs the other way: the alternative the buyer would actually pick, the attribute only you have, the value it creates, the one segment that cares most.