Andrea Bosoni’s Post

I’m at the beach and I can’t turn my marketing brain off. They should make parking free to attract more customers. Why aren’t they upselling food to people who booked a chair? I wonder if they do something online to get them to come back. I hope they at least got their emails? There must be something wrong with me.

The low-hanging fruit for new products in the $5k-10k/month range is email marketing. Most of them aren't collecting emails at all. And if they are, they're sending out only product updates. All they would have to do is add a well-timed popup and plan a basic strategy of content + promotional messages. Easiest way to add 10% to their bottom line.

Dear Social Media Gods, Forgive me because I sinned. I went on vacation and I stopped engaging. I’m deeply sorry. I know that my behavior is not acceptable and it won’t happen again. Please don’t kill my reach. Your humble servant, Andrea

What I’d say to a new founder if I had only 60 seconds in an elevator: - Make sure visitors get what the product is in a few seconds - Work on content and links to build a search strategy from day one - Keep your messaging consistent across different channels - Use email to convert visitors who didn’t buy right away - Spend less time on your launch and more on a sustainable long term plan - Use your product account to engage with ideal customers - Research what really motivates people to buy what you sell - If you want to run ads start with retargeting and not prospecting - Keep in mind that marketing always takes longer than you think

This is what it really means to understand your customers. You sell a product for developers. But you know that they hate growth hacks. So you design your CTA to make fun of the most common ones. Well played PostHog.

People say they hate ads yet they work well. People say they hate popups yet they work well. Make data-driven decisions. What people say they do is very different from what they actually do.

Life is not linear. My story is a good example. Got a business degree, hired by a big company, worked a few years in finance, hated it, tried to start my own thing, failed, got passionate about marketing in the process, switched to marketing. If you feel trapped start experimenting. You never know where it might lead.

Someone asked what the process of ranking for a keyword looks like for a solo founder with limited time and resources. Here’s a TLDR: 1. Look for a keyword that has enough intent to make sense for your business 2. Find it by spending time browsing niche communities, analyzing interactions with customers, etc. 3. Validate if there's some search volume using a tool like the free Keyword Planner 4. Check the domain authority of the sites already ranking against yours to make sure it's realistic to get on the first page 5. Look at what the SERP looks like and pay attention to whether there are multiple formats and intents behind that query 6. Create something that's either clearly better or brings something new to the table (opinions, experiences, etc.) 7. Add a few internal links from old posts Wait a while, see what happens, and iterate from there.

First-time founders always think they have a product problem or a traffic problem but what they often have is a communication problem. They try so hard to convince visitors about how good their product is that they say way too many different things and end up confusing them. The quick fix is to throw their landing page away and create a new one from scratch completely centered on one single benefit for one ideal customer.

All the people who tested a pay what you want model for software products told me the same thing. It doesn’t work. It’s a fascinating idea in theory but in practice you are just going to leave a lot of money on the table.