Focus marketing efforts on channels you genuinely enjoy to ensure sustainability
Rather than forcing yourself to do standard marketing tactics, identify distribution channels you actually enjoy using. Marketing becomes sustainable when it aligns with your natural interests and communication style, leading to more consistent execution over time.
When to use
When planning long-term marketing strategy for products that require ongoing promotion. Especially valuable for solo founders and small teams who need marketing to be personally sustainable, not just theoretically effective.
Don't do this
Forcing yourself to use channels you hate (e.g., Twitter if you hate posting, cold email if you hate sales) just because they work for others. Building marketing plans around what you 'should' do rather than what you'll actually maintain.
2 Founders Who Did This
Focused marketing on podcast appearances (enjoys discussing ideas) and book gifting rather than standard tactics like social media campaigns or paid ads
Focused on Twitter and organic channels he enjoyed. Facebook Groups became unexpectedly powerful as his Twitter audience shared Headlime there organically. Paid ads (Google AdWords, Reddit) never produced ROI.