a single source, nothing corroborates it
Read inbound demand as the real signal
Customers finding you on their own is the clearest evidence the idea is working, and having to push hard for every sale is evidence it is not. A recommendation from somebody the buyer knows beats a beautifully designed site even at a higher price, which is why the plainer supplier with the personal endorsement keeps winning.
The method
- 01
Treat customers hunting you down on their own as the clearest evidence your idea is working; needing to push hard for each sale is evidence it is not.
- 02
A recommendation from someone the buyer knows outperforms a beautifully designed marketing site, even at a higher price.
What it returned
- $5
Justin paid four times his old $5/month host for the provider with the best-looking site and got downtime and slow support; he then switched, on a friend's recommendation, to a plainer host costing $9 more per month that was fast, reliable and well supported.
Sources
- Pretty doesn't sellJustin Jackson · justinjackson.ca · Back to my story · undated
- Two things that kill bootstrapped companiesJustin Jackson · justinjackson.ca · Signs you're on the right track: · undated
the second source
Three plays a week, for the phase you are in
No roundup of links, no news. Three tactics more than one builder arrived at separately, with the numbers each one returned and the disagreements left in.
More in word of mouth
- Check word of mouth exists before you build8 unconnected · contested
- Turn buyers into fans instead of buying ads6 unconnected
- Show up in person where your readers are5 unconnected
- Make the second user arrive with the first5 unconnected
- Answer support as if it were the sales channel4 unconnected
- Give the hardest customers your hours4 unconnected