A Smart Bear · Jason Cohen
articleprincipleIf you build it, they won't come, unless…
11 October 2010Profit
Source excerpt
About A Smart BearA/B tests and accumulating Twitter followers is not a marketing strategy, just as "we'll use salt and cheese" isn't a recipe.
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Apollo layer
What a founder can learn
Founder takeaway
A collection of marketing tactics is not a marketing strategy. Define how a specific customer moves from discovering your product to understanding its value, buying it, and recommending it—then use experiments and channels to improve that system.
Why it matters
Without a coherent customer-acquisition model, founders can accumulate followers or run tests without creating repeatable demand. Strategy gives each tactic a purpose and a measure of success.
Put it to work
Write one sentence for each step in your demand system: who is the target customer, what promise earns their attention, where will they encounter it, what action should they take, and which metric will show that the system is working?