Traction: How Any Startup Can Achieve Explosive Customer Growth

by Gabriel Weinberg

Create a stand-alone, low-friction site to engage potential customers. Make sure it naturally leads to your main offering. The case for spending engineering resources on marketing becomes much stronger when you think about these marketing tools as long-term assets that bring in new leads indefinitely after only a small amount of up-front investment. Look internally for site and tool ideas. Perhaps you have already started creating something for yourself that could also be used by potential customers? Another approach is to turn a popular blog post into a microsite. Make them as simple as possible. Single-purpose tools that solve obvious pain points are best. Put them on their own Web sites and make them easy to find, particularly through search engines.