2 builders who never spoke to each other

Sell into a question people already type daily

Choose a category where a steady flow of beginners search for the thing you would build, so your job shrinks to being findable rather than persuading anyone a problem exists. The cheapest marketing is redirecting demand that is already moving. It also shortens the funnel: someone typing a buying query is minutes from a trial, not months.

The method

1. 01

   The cheapest marketing is redirecting demand that already exists, so build something people are typing into a search box today; with no underlying demand your effort is wasted.

2. 02

   Choose a category where a steady stream of people type a beginner question into Google every day, so your job is to be found rather than to convince anyone they have a problem.

3. 03

   Build for existing search intent, since most buying starts with someone typing a query rather than being shown something they hadn't considered.

4. 04

   Replace the question of how to find customers with the question of who is already hunting for what you'd build, because the second one has a findable answer.

5. 05

   Choose a category where people already type a buying-intent query into search, so your funnel is short and your only job is to be findable.

What it returned

• Thousands of people search how to start a podcast daily, which is why Transistor's category works; Ben Orenstein never cold-called developers for Tuple because they were already looking for remote pair programming.

• Sample queries given include shopping for a gift for a spouse, hunting for podcast hosting, and looking up indie games suitable for teenagers.

• Transistor's customer journey runs from deciding to podcast, to learning hosting is required, to searching for the best podcast hosting, to landing on the homepage and starting a trial.

• Search phrases in which the buyer states their problem are singled out as targets for pain-point SEO.

Sources

• Ten SaaS marketing principles for 2024Justin Jackson · justinjackson.ca · 2. Build a product that people are already searching for. · undated
• How I would build a new startup if I had to do it all overJustin Jackson · justinjackson.ca · 1. Build a product that people are already searching for. · undated
• The secret is to sell what people are already searching forJustin Jackson · justinjackson.ca · The secret is to sell what people are already searching for · undated
• How do I find customers for my SaaS?Justin Jackson · justinjackson.ca · How do I find customers for my SaaS? · undated
• Do you need marketing tracking and automation?Justin Jackson · justinjackson.ca · Have a product that people are searching for · undated
• 42 Questions to Ask Before Starting a BusinessPreetam Nath · preetamnath.com · How will I market my solution to my target customers? · 2021-01-10