skip to content

← back to the plays

independence6 unconnected
standing

contested · 5 claims against 2

applies to

b2b and consumer, needs an existing audience

confidence

high

evidence

8 claims · 8 articles · 4 receipts

window

2019-04-01 → 2025-04-03

6 builders who never spoke to each other · contested

Fire the launch into the audience you already have

Point whatever following you have built at the new thing on day one: one post to your own audience, the finished video sent to the list you grew elsewhere, an established account aimed at a brand new channel. Builders who had an audience report that single post outperforming everything else they published, and a paid product can be collecting money the same day.

What both sides agree on

  • If you have no social following, expect essentially nothing from posting the link there and go to direct outreach instead.

Where this splits

Builders with an existing following saw one announcement post carry the whole launch, while others measured close to nothing from the same posts and concluded it is not a distribution plan at all.

  1. side 01 · 5 claims

    One post to your own audience carries the launch

    Bhanu Teja · Corey Haines · Florin Pop

    1. 1Launch by tweeting it to the audience you already have, and expect that one tweet to outperform everything else you post.
    2. 2Launch a paid membership into an audience you have already built and you can be collecting money on day one instead of waiting for traction.
    3. 3Send the finished video to the following you already have elsewhere; that borrowed audience supplies the first subscribers.
    4. 4Point an established following at a brand-new channel and it clears early platform thresholds in weeks.
    5. 5Launch with copy on your own site plus a single post on X: no waitlist, no sequence, no funnel.

  2. side 02 · 2 claims

    Posting the launch link returns almost nothing

    Andy Goldschmidt · Jordi Giménez

    1. 1Posting a launch to Twitter, to Hacker News and to the relevant subreddits is not by itself a distribution plan and can return very little.
    2. 2Posting a developer tool in developer forums and on Twitter at launch generates almost no response. The real value of those first users is the unfiltered criticism.

What it returned

  • 21

    Launched MDX.one on Twitter on 21 June 2021. The launch tweet reached roughly 75k impressions and 1k link clicks, well above his usual numbers.

  • 2020

    Swipe Files opened in late April 2020 and took ten paying customers within the first day.

  • 100

    Tweeting the link brought 100 subscribers in the first 2-3 hours and 300 by the next day.

  • 2019

    The YouTube channel launched in November 2019 passed 1,000 subscribers in under a month off the back of Twitter, ending the year at 1,779 subscribers, 13.1k views and 414 watch hours.

Sources

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.

One email a week. Unsubscribe in one click, and the address is used for this and nothing else.

More in social

all social plays

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.

963 corroborated plays to draw from · 3 a week

One email a week. Unsubscribe in one click, and the address is used for this and nothing else.