Weekly Dan #92: Granular focus, Smooz plans, Marketing leverage
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can't believe I've written 92 issues already
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can't believe I've written 92 issues already
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<h2 style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale;font-weight:bold;font-style:normal;font-size:1em;margin:0;font-size:1.5em;margin:1em 0;font-family:Charter, Georgia, Times, 'Times New Roman', serif;font-size:34px;color:#000000;font-weight:400;letter-spacing:0;line-height:1.5;text-transform:none" class=""><strong style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale">#92: Granular focus, Smooz plans, Marketing leverage</strong></h2>
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<td width="640" style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale;-webkit-text-size-adjust:100%;-ms-text-size-adjust:100%;mso-table-lspace:0pt;mso-table-rspace:0pt;vertical-align:top;background-color:#ffffff;background-size:cover;background-position:center;box-sizing:border-box" bgcolor="#ffffff"><div class="ck-inner-section ck-padding-default" style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale;padding-top:18px;padding-right:36px;padding-bottom:18px;padding-left:36px"><div style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale;margin-left:auto;margin-right:auto;max-width:640px">
<p style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale;margin:1em 0;font-family:-apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen-Sans, Ubuntu, Cantarell, 'Helvetica Neue', sans-serif;font-size:18px;color:#000000;font-weight:400;letter-spacing:0;line-height:1.5;text-transform:none" class="">Hello there</p>
<p style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale;margin:1em 0;font-family:-apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen-Sans, Ubuntu, Cantarell, 'Helvetica Neue', sans-serif;font-size:18px;color:#000000;font-weight:400;letter-spacing:0;line-height:1.5;text-transform:none" class="">For the first time in 2 months, this issue wasn’t written at 9 PM.</p>
<p style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale;margin:1em 0;font-family:-apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen-Sans, Ubuntu, Cantarell, 'Helvetica Neue', sans-serif;font-size:18px;color:#000000;font-weight:400;letter-spacing:0;line-height:1.5;text-transform:none" class="">Get ready to meet the non-sleepy Dan.</p>
<p style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale;margin:1em 0;font-family:-apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen-Sans, Ubuntu, Cantarell, 'Helvetica Neue', sans-serif;font-size:18px;color:#000000;font-weight:400;letter-spacing:0;line-height:1.5;text-transform:none" class="">Shall we?</p>
<hr style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale;margin:36px 0;border:0;height:1px;background:#eee">
<p style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale;margin:1em 0;font-family:-apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen-Sans, Ubuntu, Cantarell, 'Helvetica Neue', sans-serif;font-size:18px;color:#000000;font-weight:400;letter-spacing:0;line-height:1.5;text-transform:none" class="">Every week, I send 3 thought-provoking ideas for Solopreneurs.</p>
<p style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale;margin:1em 0;font-family:-apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen-Sans, Ubuntu, Cantarell, 'Helvetica Neue', sans-serif;font-size:18px;color:#000000;font-weight:400;letter-spacing:0;line-height:1.5;text-transform:none" class="">Here’s what I have for you today:</p>
<ul class="unordered_list" style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale;margin:1em 0;margin-left:1em;padding:0;list-style-position:outside !important;font-family:-apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen-Sans, Ubuntu, Cantarell, 'Helvetica Neue', sans-serif;font-size:18px;color:#000000;font-weight:400;letter-spacing:0;line-height:1.5;text-align:left;text-transform:none;list-style-position:inside">
<li class="list_item" style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale;padding:0 0 0 1em;margin:0;margin-left:1em"><span style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale"><strong style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale">Personal Insight</strong>: Granular focus</span></li>
<li class="list_item" style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale;padding:0 0 0 1em;margin:0;margin-left:1em"><span style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale"><strong style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale">Business Update</strong>: Smooz plans</span></li>
<li class="list_item" style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale;padding:0 0 0 1em;margin:0;margin-left:1em"><span style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale"><strong style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale">Random Observation</strong>: Marketing leverage</span></li>
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<h3 style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale;font-weight:bold;font-style:normal;font-size:1em;margin:0;font-size:1.17em;margin:1em 0;font-family:Charter, Georgia, Times, 'Times New Roman', serif;font-size:24px;color:#000000;font-weight:700;letter-spacing:0;line-height:1.5;text-transform:none" class="">1. Personal Insight</h3>
<div style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale;border-left-color:#000000;padding:10px 20px;margin:0 0 20px;border-left-style:solid;border-left-width:5px;border-left-color:#000000;font-family:-apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen-Sans, Ubuntu, Cantarell, 'Helvetica Neue', sans-serif;font-size:18px;color:#353535;font-weight:400;letter-spacing:0;line-height:1.5;text-align:left;text-transform:none" class="blockquotes"><div class="blockquotes-line" style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale">“Focus vs. Small bets” is a tricky choice.</div></div>
<ul class="unordered_list" style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale;margin:1em 0;margin-left:1em;padding:0;list-style-position:outside !important;font-family:-apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen-Sans, Ubuntu, Cantarell, 'Helvetica Neue', sans-serif;font-size:18px;color:#000000;font-weight:400;letter-spacing:0;line-height:1.5;text-align:left;text-transform:none;list-style-position:inside">
<li class="list_item" style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale;padding:0 0 0 1em;margin:0;margin-left:1em"><span style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale">How can you grow 20 products every week by working 2 hours on each one?</span></li>
<li class="list_item" style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale;padding:0 0 0 1em;margin:0;margin-left:1em"><span style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale">How can you find the right product worth 100% of your focus?</span></li>
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<p style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale;margin:1em 0;font-family:-apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen-Sans, Ubuntu, Cantarell, 'Helvetica Neue', sans-serif;font-size:18px;color:#000000;font-weight:400;letter-spacing:0;line-height:1.5;text-transform:none" class=""><strong style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale">That’s why I always stick to a granular focus framework.</strong></p>
<ul class="unordered_list" style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale;margin:1em 0;margin-left:1em;padding:0;list-style-position:outside !important;font-family:-apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen-Sans, Ubuntu, Cantarell, 'Helvetica Neue', sans-serif;font-size:18px;color:#000000;font-weight:400;letter-spacing:0;line-height:1.5;text-align:left;text-transform:none;list-style-position:inside">
<li class="list_item" style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale;padding:0 0 0 1em;margin:0;margin-left:1em"><span style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale">Start with trying as many things as possible (different product formats, different marketing channels, different pricing ranges)</span></li>
<li class="list_item" style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale;padding:0 0 0 1em;margin:0;margin-left:1em"><span style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale">Focus on eliminating stuff that doesn’t work or you don’t like (service-based products, community management, editorial SEO, $9 paid plans)</span></li>
<li class="list_item" style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale;padding:0 0 0 1em;margin:0;margin-left:1em"><span style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale">Keep experimenting until you find winners. Not okayish or promising candidates. But clear and undoubtful winners. (Bundle of content products, tools-led SEO, email marketing, ChatGPT wrappers)</span></li>
<li class="list_item" style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale;padding:0 0 0 1em;margin:0;margin-left:1em"><span style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale">Focus on them without fear of missing out on other opportunities</span></li>
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<p style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale;margin:1em 0;font-family:-apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen-Sans, Ubuntu, Cantarell, 'Helvetica Neue', sans-serif;font-size:18px;color:#000000;font-weight:400;letter-spacing:0;line-height:1.5;text-transform:none" class="">That’s a great system. But it requires <em style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale">2 sacrifices</em>:</p>
<ul class="unordered_list" style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale;margin:1em 0;margin-left:1em;padding:0;list-style-position:outside !important;font-family:-apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen-Sans, Ubuntu, Cantarell, 'Helvetica Neue', sans-serif;font-size:18px;color:#000000;font-weight:400;letter-spacing:0;line-height:1.5;text-align:left;text-transform:none;list-style-position:inside">
<li class="list_item" style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale;padding:0 0 0 1em;margin:0;margin-left:1em"><span style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale">Will to step out of your comfort zone during the experimentation stage</span></li>
<li class="list_item" style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale;padding:0 0 0 1em;margin:0;margin-left:1em"><span style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale">Ability to make a tough call even if it requires killing your work</span></li>
</ul>
<hr style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale;margin:36px 0;border:0;height:1px;background:#eee">
<h3 style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale;font-weight:bold;font-style:normal;font-size:1em;margin:0;font-size:1.17em;margin:1em 0;font-family:Charter, Georgia, Times, 'Times New Roman', serif;font-size:24px;color:#000000;font-weight:700;letter-spacing:0;line-height:1.5;text-transform:none" class="">2. Business Update</h3>
<div style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale;border-left-color:#000000;padding:10px 20px;margin:0 0 20px;border-left-style:solid;border-left-width:5px;border-left-color:#000000;font-family:-apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen-Sans, Ubuntu, Cantarell, 'Helvetica Neue', sans-serif;font-size:18px;color:#353535;font-weight:400;letter-spacing:0;line-height:1.5;text-align:left;text-transform:none" class="blockquotes"><div class="blockquotes-line" style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale">We soft-launched <a href="https://smooz.co" target="_blank" rel="noopener noreferrer" style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale;-webkit-text-size-adjust:100%;-ms-text-size-adjust:100%;color:#2C2C2C;color:#0000ff" url-id="1588461885">Smooz</a>, our first SaaS, last week.</div></div>
<p style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale;margin:1em 0;font-family:-apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen-Sans, Ubuntu, Cantarell, 'Helvetica Neue', sans-serif;font-size:18px;color:#000000;font-weight:400;letter-spacing:0;line-height:1.5;text-transform:none" class="">It’s a post-purchase platform for Digital Creators. All new <a href="https://www.makerbox.club" target="_blank" rel="noopener noreferrer" style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale;-webkit-text-size-adjust:100%;-ms-text-size-adjust:100%;color:#2C2C2C;color:#0000ff" url-id="1588461887">MakerBox</a> and <a href="https://founderpal.ai" target="_blank" rel="noopener noreferrer" style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale;-webkit-text-size-adjust:100%;-ms-text-size-adjust:100%;color:#2C2C2C;color:#0000ff" url-id="1588461889">FounderPal</a> customers get their purchased files in Smooz.</p>
<p style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale;margin:1em 0;font-family:-apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen-Sans, Ubuntu, Cantarell, 'Helvetica Neue', sans-serif;font-size:18px;color:#000000;font-weight:400;letter-spacing:0;line-height:1.5;text-transform:none" class=""><strong style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale">Here are my first lessons from this new journey:</strong></p>
<ul class="unordered_list" style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale;margin:1em 0;margin-left:1em;padding:0;list-style-position:outside !important;font-family:-apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen-Sans, Ubuntu, Cantarell, 'Helvetica Neue', sans-serif;font-size:18px;color:#000000;font-weight:400;letter-spacing:0;line-height:1.5;text-align:left;text-transform:none;list-style-position:inside">
<li class="list_item" style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale;padding:0 0 0 1em;margin:0;margin-left:1em"><span style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale">You need to reduce the scope of the first version as much as you can. We went only with the “file delivery” feature only for Creators who use LemonSqueezy. And even this tiny scope took us 3 weeks to implement. Cut until there is nothing left to cut.</span></li>
<li class="list_item" style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale;padding:0 0 0 1em;margin:0;margin-left:1em"><span style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale">Using the product yourself is a cheat code. Built an inconvenient flow? You will hate it yourself. A bug impacts your own customers? You will fix it without any reminders.</span></li>
<li class="list_item" style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale;padding:0 0 0 1em;margin:0;margin-left:1em"><span style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale">Don’t rush your public launch. Most Digital Creators will need 10-20 touchpoints to consider trying Smooz. Because it requires a lot of friction (add your files, change the links in your store). First impressions matter, especially if you play long-term.</span></li>
</ul>
<p style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale;margin:1em 0;font-family:-apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen-Sans, Ubuntu, Cantarell, 'Helvetica Neue', sans-serif;font-size:18px;color:#000000;font-weight:400;letter-spacing:0;line-height:1.5;text-transform:none" class="">Smooz is still in the waitlist stage. </p>
<p style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale;margin:1em 0;font-family:-apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen-Sans, Ubuntu, Cantarell, 'Helvetica Neue', sans-serif;font-size:18px;color:#000000;font-weight:400;letter-spacing:0;line-height:1.5;text-transform:none" class=""><strong style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale">Here’s my plan for getting a first paying customer this year:</strong></p>
<ul class="unordered_list" style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale;margin:1em 0;margin-left:1em;padding:0;list-style-position:outside !important;font-family:-apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen-Sans, Ubuntu, Cantarell, 'Helvetica Neue', sans-serif;font-size:18px;color:#000000;font-weight:400;letter-spacing:0;line-height:1.5;text-align:left;text-transform:none;list-style-position:inside">
<li class="list_item" style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale;padding:0 0 0 1em;margin:0;margin-left:1em"><span style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale">Launch a user onboarding feature (learn new customer’s journeys, get testimonials, nudge people to become affiliates)</span></li>
<li class="list_item" style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale;padding:0 0 0 1em;margin:0;margin-left:1em"><span style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale">Polish the UX of onboarding for Digital Creators</span></li>
<li class="list_item" style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale;padding:0 0 0 1em;margin:0;margin-left:1em"><span style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale">Double-check the security and privacy of everything</span></li>
<li class="list_item" style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale;padding:0 0 0 1em;margin:0;margin-left:1em"><span style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale">Start inviting waitlist users to a paid beta test</span></li>
<li class="list_item" style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale;padding:0 0 0 1em;margin:0;margin-left:1em"><span style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale">Add Stripe integration</span></li>
<li class="list_item" style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale;padding:0 0 0 1em;margin:0;margin-left:1em"><span style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale">Get more users in a paid beta test</span></li>
</ul>
<p style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale;margin:1em 0;font-family:-apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen-Sans, Ubuntu, Cantarell, 'Helvetica Neue', sans-serif;font-size:18px;color:#000000;font-weight:400;letter-spacing:0;line-height:1.5;text-transform:none" class="">Am I missing something?</p>
<hr style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale;margin:36px 0;border:0;height:1px;background:#eee">
<h3 style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale;font-weight:bold;font-style:normal;font-size:1em;margin:0;font-size:1.17em;margin:1em 0;font-family:Charter, Georgia, Times, 'Times New Roman', serif;font-size:24px;color:#000000;font-weight:700;letter-spacing:0;line-height:1.5;text-transform:none" class="">3. Random Observation</h3>
<div style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale;border-left-color:#000000;padding:10px 20px;margin:0 0 20px;border-left-style:solid;border-left-width:5px;border-left-color:#000000;font-family:-apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen-Sans, Ubuntu, Cantarell, 'Helvetica Neue', sans-serif;font-size:18px;color:#353535;font-weight:400;letter-spacing:0;line-height:1.5;text-align:left;text-transform:none" class="blockquotes"><div class="blockquotes-line" style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale">Not enough Solopreneurs think about marketing leverage:</div></div>
<ul class="unordered_list" style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale;margin:1em 0;margin-left:1em;padding:0;list-style-position:outside !important;font-family:-apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen-Sans, Ubuntu, Cantarell, 'Helvetica Neue', sans-serif;font-size:18px;color:#000000;font-weight:400;letter-spacing:0;line-height:1.5;text-align:left;text-transform:none;list-style-position:inside">
<li class="list_item" style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale;padding:0 0 0 1em;margin:0;margin-left:1em"><span style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale">You can spend 2 hours every week on blog posts that will get 50 clicks in 6 months (hopefully)</span></li>
<li class="list_item" style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale;padding:0 0 0 1em;margin:0;margin-left:1em"><span style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale">You can spend 5 hours to build a free tool and get 1000 clicks in 2 months</span></li>
</ul>
<p style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale;margin:1em 0;font-family:-apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen-Sans, Ubuntu, Cantarell, 'Helvetica Neue', sans-serif;font-size:18px;color:#000000;font-weight:400;letter-spacing:0;line-height:1.5;text-transform:none" class="">Or:</p>
<ul class="unordered_list" style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale;margin:1em 0;margin-left:1em;padding:0;list-style-position:outside !important;font-family:-apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen-Sans, Ubuntu, Cantarell, 'Helvetica Neue', sans-serif;font-size:18px;color:#000000;font-weight:400;letter-spacing:0;line-height:1.5;text-align:left;text-transform:none;list-style-position:inside">
<li class="list_item" style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale;padding:0 0 0 1em;margin:0;margin-left:1em"><span style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale">You can launch a product that customers tend to keep to themselves and get 0 word of mouth</span></li>
<li class="list_item" style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale;padding:0 0 0 1em;margin:0;margin-left:1em"><span style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale">You can launch a product that has in-built organic virality and get new customers without active promotion</span></li>
</ul>
<p style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale;margin:1em 0;font-family:-apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen-Sans, Ubuntu, Cantarell, 'Helvetica Neue', sans-serif;font-size:18px;color:#000000;font-weight:400;letter-spacing:0;line-height:1.5;text-transform:none" class="">It’s always up to you. <strong style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale">You can literally choose your difficulty level.</strong></p>
<p style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale;margin:1em 0;font-family:-apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen-Sans, Ubuntu, Cantarell, 'Helvetica Neue', sans-serif;font-size:18px;color:#000000;font-weight:400;letter-spacing:0;line-height:1.5;text-transform:none" class="">And still, most of us choose to play the hardest game:</p>
<ul class="unordered_list" style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale;margin:1em 0;margin-left:1em;padding:0;list-style-position:outside !important;font-family:-apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen-Sans, Ubuntu, Cantarell, 'Helvetica Neue', sans-serif;font-size:18px;color:#000000;font-weight:400;letter-spacing:0;line-height:1.5;text-align:left;text-transform:none;list-style-position:inside">
<li class="list_item" style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale;padding:0 0 0 1em;margin:0;margin-left:1em"><span style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale">No built-in virality</span></li>
<li class="list_item" style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale;padding:0 0 0 1em;margin:0;margin-left:1em"><span style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale">No low-effort / high-impact marketing channels</span></li>
<li class="list_item" style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale;padding:0 0 0 1em;margin:0;margin-left:1em"><span style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale">No automated marketing funnels to reactivate / upsell customers</span></li>
</ul>
<hr style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale;margin:36px 0;border:0;height:1px;background:#eee">
<h3 style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale;font-weight:bold;font-style:normal;font-size:1em;margin:0;font-size:1.17em;margin:1em 0;font-family:Charter, Georgia, Times, 'Times New Roman', serif;font-size:24px;color:#000000;font-weight:700;letter-spacing:0;line-height:1.5;text-transform:none" class="">That’s it!</h3>
<p style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale;margin:1em 0;font-family:-apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen-Sans, Ubuntu, Cantarell, 'Helvetica Neue', sans-serif;font-size:18px;color:#000000;font-weight:400;letter-spacing:0;line-height:1.5;text-transform:none" class="">Thank you for reading today’s issue ❤️</p>
<p style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale;margin:1em 0;font-family:-apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen-Sans, Ubuntu, Cantarell, 'Helvetica Neue', sans-serif;font-size:18px;color:#000000;font-weight:400;letter-spacing:0;line-height:1.5;text-transform:none" class=""><strong style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale">What do you think about it?</strong></p>
<p style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale;margin:1em 0;font-family:-apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen-Sans, Ubuntu, Cantarell, 'Helvetica Neue', sans-serif;font-size:18px;color:#000000;font-weight:400;letter-spacing:0;line-height:1.5;text-transform:none" class="">Hit me with a reply if you enjoyed it.</p>
<p style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale;margin:1em 0;font-family:-apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen-Sans, Ubuntu, Cantarell, 'Helvetica Neue', sans-serif;font-size:18px;color:#000000;font-weight:400;letter-spacing:0;line-height:1.5;text-transform:none" class="">Or <a href="#" target="_blank" rel="noopener noreferrer" style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale;-webkit-text-size-adjust:100%;-ms-text-size-adjust:100%;color:#2C2C2C;color:#0000ff">unsubscribe here</a> if not.</p>
<hr style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale;margin:36px 0;border:0;height:1px;background:#eee">
<h3 style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale;font-weight:bold;font-style:normal;font-size:1em;margin:0;font-size:1.17em;margin:1em 0;font-family:Charter, Georgia, Times, 'Times New Roman', serif;font-size:24px;color:#000000;font-weight:700;letter-spacing:0;line-height:1.5;text-transform:none" class="">Additional marketing clarity</h3>
<ul class="unordered_list" style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale;margin:1em 0;margin-left:1em;padding:0;list-style-position:outside !important;font-family:-apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen-Sans, Ubuntu, Cantarell, 'Helvetica Neue', sans-serif;font-size:18px;color:#000000;font-weight:400;letter-spacing:0;line-height:1.5;text-align:left;text-transform:none;list-style-position:inside">
<li class="list_item" style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale;padding:0 0 0 1em;margin:0;margin-left:1em"><span style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale">My recent banger tweets: <a href="https://twitter.com/DanKulkov/status/1724342208319623605" target="_blank" rel="noopener noreferrer" style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale;-webkit-text-size-adjust:100%;-ms-text-size-adjust:100%;color:#2C2C2C;color:#0000ff" url-id="1588461890">Our marketing plan for the next 6 months</a>, <a href="https://twitter.com/DanKulkov/status/1723671900046671959" target="_blank" rel="noopener noreferrer" style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale;-webkit-text-size-adjust:100%;-ms-text-size-adjust:100%;color:#2C2C2C;color:#0000ff" url-id="1588461891">Choose an easy way</a>, <a href="https://twitter.com/DanKulkov/status/1723318300825014328" target="_blank" rel="noopener noreferrer" style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale;-webkit-text-size-adjust:100%;-ms-text-size-adjust:100%;color:#2C2C2C;color:#0000ff" url-id="1588461892">SEO crash course</a>, <a href="https://twitter.com/DanKulkov/status/1723196961241858253" target="_blank" rel="noopener noreferrer" style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale;-webkit-text-size-adjust:100%;-ms-text-size-adjust:100%;color:#2C2C2C;color:#0000ff" url-id="1588461893">Custom GPTs vs. ChatGPT wrappers</a>. <br style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale"></span></li>
<li class="list_item" style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale;padding:0 0 0 1em;margin:0;margin-left:1em"><span style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale">Get a <a href="https://www.makerbox.club/complete-marketing-bundle" target="_blank" rel="noopener noreferrer" style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale;-webkit-text-size-adjust:100%;-ms-text-size-adjust:100%;color:#2C2C2C;color:#0000ff" url-id="1588461894">Complete Marketing Bundle</a> to make your indie business profitable this year. Gain marketing clarity<br style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale"></span></li>
<li class="list_item" style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale;padding:0 0 0 1em;margin:0;margin-left:1em"><span style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale"><a href="https://founderpal.ai/marketing-strategy-generator" target="_blank" rel="noopener noreferrer" style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale;-webkit-text-size-adjust:100%;-ms-text-size-adjust:100%;color:#2C2C2C;color:#0000ff" url-id="1588461896">Marketing Strategy Generator</a> to get you a perfect marketing strategy in 5 minutes. Ditch months of trial and error.<br style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale"></span></li>
<li class="list_item" style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale;padding:0 0 0 1em;margin:0;margin-left:1em"><span style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale"><a href="https://smooz.co" target="_blank" rel="noopener noreferrer" style="-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale;-webkit-text-size-adjust:100%;-ms-text-size-adjust:100%;color:#2C2C2C;color:#0000ff" url-id="1588461885">Smooz</a> to get turn your customers into your biggest fans with exceptional post-purchase experience (new!)</span></li>
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can't believe I've written 92 issues already
**********
Weekly Dan
**********
Read it online (
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)
----------------------------------------------------
#92: Granular focus, Smooz plans, Marketing leverage
----------------------------------------------------
Hello there
For the first time in 2 months, this issue wasn’t written at 9
PM.
Get ready to meet the non-sleepy Dan.
Shall we?
Every week, I send 3 thought-provoking ideas for Solopreneurs.
Here’s what I have for you today:
* Personal Insight: Granular focus
* Business Update: Smooz plans
* Random Observation: Marketing leverage
1. Personal Insight
-------------------
“Focus vs. Small bets” is a tricky choice.
* How can you grow 20 products every week by working 2 hours on
each one?
* How can you find the right product worth 100% of your focus?
That’s why I always stick to a granular focus framework.
* Start with trying as many things as possible (different product
formats, different marketing channels, different pricing ranges)
* Focus on eliminating stuff that doesn’t work or you don’t like
(service-based products, community management, editorial SEO, $9
paid plans)
* Keep experimenting until you find winners. Not okayish or
promising candidates. But clear and undoubtful winners. (Bundle
of content products, tools-led SEO, email marketing, ChatGPT
wrappers)
* Focus on them without fear of missing out on other
opportunities
That’s a great system. But it requires 2 sacrifices:
* Will to step out of your comfort zone during the
experimentation stage
* Ability to make a tough call even if it requires killing your
work
2. Business Update
------------------
We soft-launched Smooz (
https://click.convertkit-mail2.com/r8u5onkplnsoh2k27glt2hx2x0m66/p8heh9hz9xw29puq/aHR0cHM6Ly9zbW9vei5jbz9yZWY9d2Vla2x5X2Rhbg==
), our first SaaS, last week.
It’s a post-purchase platform for Digital Creators. All new
MakerBox (
https://click.convertkit-mail2.com/r8u5onkplnsoh2k27glt2hx2x0m66/6qheh8h7po85pqbo/aHR0cHM6Ly93d3cubWFrZXJib3guY2x1Yj9yZWY9d2Vla2x5X2Rhbg==
) and FounderPal (
https://click.convertkit-mail2.com/r8u5onkplnsoh2k27glt2hx2x0m66/58hvh7hm57dnmvt6/aHR0cHM6Ly9mb3VuZGVycGFsLmFpP3JlZj13ZWVrbHlfZGFu
) customers get their purchased files in Smooz.
Here are my first lessons from this new journey:
* You need to reduce the scope of the first version as much as
you can. We went only with the “file delivery” feature only for
Creators who use LemonSqueezy. And even this tiny scope took us 3
weeks to implement. Cut until there is nothing left to cut.
* Using the product yourself is a cheat code. Built an
inconvenient flow? You will hate it yourself. A bug impacts your
own customers? You will fix it without any reminders.
* Don’t rush your public launch. Most Digital Creators will need
10-20 touchpoints to consider trying Smooz. Because it requires a
lot of friction (add your files, change the links in your store).
First impressions matter, especially if you play long-term.
Smooz is still in the waitlist stage.
Here’s my plan for getting a first paying customer this year:
* Launch a user onboarding feature (learn new customer’s
journeys, get testimonials, nudge people to become affiliates)
* Polish the UX of onboarding for Digital Creators
* Double-check the security and privacy of everything
* Start inviting waitlist users to a paid beta test
* Add Stripe integration
* Get more users in a paid beta test
Am I missing something?
3. Random Observation
---------------------
Not enough Solopreneurs think about marketing leverage:
* You can spend 2 hours every week on blog posts that will get 50
clicks in 6 months (hopefully)
* You can spend 5 hours to build a free tool and get 1000 clicks
in 2 months
Or:
* You can launch a product that customers tend to keep to
themselves and get 0 word of mouth
* You can launch a product that has in-built organic virality and
get new customers without active promotion
It’s always up to you. You can literally choose your difficulty
level.
And still, most of us choose to play the hardest game:
* No built-in virality
* No low-effort / high-impact marketing channels
* No automated marketing funnels to reactivate / upsell customers
That’s it!
----------
Thank you for reading today’s issue ❤️
What do you think about it?
Hit me with a reply if you enjoyed it.
Or unsubscribe here (
https://unsubscribe.convertkit-mail2.com/r8u5onkplnsoh2k27glt2hx2x0m66
) if not.
Additional marketing clarity
----------------------------
* My recent banger tweets: Our marketing plan for the next 6
months (
https://click.convertkit-mail2.com/r8u5onkplnsoh2k27glt2hx2x0m66/25h2hoh27dp828f3/aHR0cHM6Ly90d2l0dGVyLmNvbS9EYW5LdWxrb3Yvc3RhdHVzLzE3MjQzNDIyMDgzMTk2MjM2MDU=
), Choose an easy way (
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), SEO crash course (
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), Custom GPTs vs. ChatGPT wrappers (
https://click.convertkit-mail2.com/r8u5onkplnsoh2k27glt2hx2x0m66/9qhzhnhpg9v6plt9/aHR0cHM6Ly90d2l0dGVyLmNvbS9EYW5LdWxrb3Yvc3RhdHVzLzE3MjMxOTY5NjEyNDE4NTgyNTM=
).
* Get a Complete Marketing Bundle (
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) to make your indie business profitable this year. Gain
marketing clarity
* Marketing Strategy Generator (
https://click.convertkit-mail2.com/r8u5onkplnsoh2k27glt2hx2x0m66/48hvhehr0gdprrix/aHR0cHM6Ly9mb3VuZGVycGFsLmFpL21hcmtldGluZy1zdHJhdGVneS1nZW5lcmF0b3I_cmVmPXdlZWtseV9kYW4=
) to get you a perfect marketing strategy in 5 minutes. Ditch
months of trial and error.
* Smooz (
https://click.convertkit-mail2.com/r8u5onkplnsoh2k27glt2hx2x0m66/p8heh9hz9xw29puq/aHR0cHM6Ly9zbW9vei5jbz9yZWY9d2Vla2x5X2Rhbg==
) to get turn your customers into your biggest fans with
exceptional post-purchase experience (new!)
-->Share this issue with your friends (
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