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independence11 unconnected · 1 more author in those circles
standing

contested · 8 claims against 8

applies to

b2b, no audience needed

confidence

high

evidence

16 claims · 14 articles · 4 receipts

window

2018-09-01 → 2025-02-17

11 builders who never spoke to each other · contested

Concentrate on one platform until it works

Put the bulk of the effort into a single network and hold it there until you have traction and a repeatable way of producing for it, then consider adding a second. The argument is that one channel done properly can carry almost all of the sales, and that spreading thin buys nothing but time cost. Others run the opposite experiment and publish everywhere at once on the grounds that you cannot predict which platform catches.

Where this splits

One camp holds a single platform until it is mastered and treats broadening as the mistake, while another posts the same material to every network on the grounds that no single post matters and the total does.

  1. side 01 · 8 claims

    Hold one platform until it works, then add another

    Amanda Natividad · Cody Howell · Corey Haines · Jordi Giménez · Justin Welsh · Preetam Nath · Zach Swinehart

    1. 1Stay on one platform exclusively until you have traction and a repeatable creation process, then add the next.
    2. 2Put the bulk of effort into one organic social platform rather than spreading across several, and it can carry almost all of the sales.
    3. 3Pick the one social network your specific audience actually uses, put the effort there and drop the rest. Spreading across all of them buys nothing but time cost.
    4. 4Pick the one platform where your audience and your own familiarity overlap rather than the platform with the biggest reach.
    5. 5Cut down to a single platform, a single offer and a single kind of buyer, and hold that for 90 days without adding anything.

  2. side 02 · 8 claims

    Post everywhere at once, you cannot predict which catches

    Alex Hormozi · Alex Kistenev · Amanda Natividad · Florin Pop · Justin Jackson · LeQwane Lynch

    1. 1Publish on every channel available at once, a book, a podcast, a newsletter, short video, and treat sheer volume as half the job.
    2. 2Post every article and product update across Facebook, Twitter, Hacker News, Reddit and the smaller sites in your niche. No single post matters and the total does.
    3. 3Repost every piece of content everywhere rather than choosing platforms, because you cannot predict which one catches.
    4. 4Narrate the build across X, YouTube and LinkedIn at the same time rather than picking one platform.
    5. 5Spread content across several formats aimed at the same buyer, written guides, blog posts, video, Reddit threads and tweets, rather than one channel.

What it returned

  • 90

    Instagram took 90 percent of Howell Market's marketing effort, the account got to roughly 500 followers within a few weeks of starting, and 85 percent of sales came from organic Instagram.

  • $20k

    Paul, an advisory client of Welsh's, had taken zero revenue for three straight months while queueing Instagram posts before 7am, drafting LinkedIn pieces around midday, filming TikToks later on, and leaving hundreds of comments in between. Restricted to LinkedIn, email sequence fixes, and Shopify stores at $20k to $50k monthly revenue, he finished the 90 days with five clients at $997 each and three more waiting.

  • Bugfender found Twitter, Facebook and LinkedIn saturated with marketing and meaningful interaction extremely slow. Twitter alone helped, because that is where developers congregate, so they increased activity there and reduced it elsewhere.

  • Twitter was chosen because everyone on the team worked in tech and already understood how the platform behaved.

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.

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More in social

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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.