3 builders who never spoke to each other

Line up the people who will amplify the launch

Name the ten people whose attention would change your trajectory and go and create something aimed at them, then convert that into affiliates, an advisor who has shipped this kind of product alone, a co-hosted session with a recognisable practitioner, or the speakers your audience wants to meet. Going without any of them is named as the largest gap in a self-run launch.

The method

1. 01

   Recruit affiliates before launch: going without them is the largest gap in a self-run launch, and picking a checkout tool that cannot support them locks you out

2. 02

   Co-host a live session with a complementary expert and publish interviews with recognisable practitioners as part of the run-up.

3. 03

   Recruit an advisor who has already shipped and marketed the same kind of product alone.

4. 04

   When an old product's sales are decaying and you cannot find time to refresh it yourself, recruit a co-author to do the update in exchange for a share of revenue rather than letting it die

5. 05

   Get your launch tactics from someone who has already launched a comparable product, and use their connections for the initial push.

What it returned

• $26,679

  Zero affiliates on a $26,679 launch day; he stayed with Gumroad for checkout quality despite its lack of affiliate support, while peers told him affiliates are the best way to build a big launch

• $1,000

  Handbook revenue had slid to roughly $1,000/month; he gave himself a one-week deadline to find a co-author or retire the book; approached about eight people in the iOS community, three were interested, settled on a 50/50 split with Jeremy Olson

• A published interview with Ryan Singer of Basecamp, plus a live teardown webinar co-hosted with Joanna Wiebe of CopyHackers

• Brennan Dunn, who handled Planscope's design, development and marketing on his own, signed on as advisor

Sources

• wine, coworking, and the “People at Work” SummitAlex Hillman · dangerouslyawesome.com · Obviously, there’s not much event without you. · 2016-02-01
• Business is like surfingJustin Jackson · justinjackson.ca · The "Developing Fundamentals" stage of entrepreneurship · undated
• $36,297 in 24 hours: behind the scenes of The App Design Handbook launchNathan Barry · nathanbarry.com · Finding a co-author · 2013-11-11
• The Audience Shortcut: How the Right People Paying Attention Changes EverythingNathan Barry · nathanbarry.com · Start by Identifying 10 People · 2025-07-01
• $26,679 in 24 hours: Stats from my latest book launchNathan Barry · nathanbarry.com · Affiliates · 2012-12-21
• How Samuel Hulick made over $37,000 with his self-published bookNathan Barry · nathanbarry.com · User Onboard: Getting from 0 to 6,000 subscribers · 2014-06-09
• Starting The Web App Challenge: From Zero to $5,000/month In 6 MonthsNathan Barry · nathanbarry.com · The Web App Challenge · 2012-12-31
• How Depression Killed Thepresence, a Visual Website BuilderMiloslav Voloskov · failory.com · Which were your marketing strategies to grow your business? · undated