You’ve built something. Now you need people to use it.
As a solo founder or small team, distribution is your biggest bottleneck.
Here are some strategies, from outdated to modern, that have worked for others.
6. Radio & Physical Ads
You’ll spend money and won’t know what worked.
Maybe you get lucky. Probably not.
5. Grow a Strategic Network
Know the right people.
If you're known and trusted, you’ll be the obvious choice when opportunities show up.
Warm intros > cold outreach.
4. Run Paid Ads
If you know your unit economics: test ads.
Google, Meta, TikTok, each has its own audience and rhythm.
Know your CAC. Track your ROI. Adjust often.
3. Try Guerilla Marketing
Embed yourself in niche communities.
Forums, Discords, subreddits.
Be helpful, be real, then casually mention how product X solved a pain point.
No selling. Just storytelling.
2. Create Content That Spreads
Study viral content in your niche, and outside of it.
Borrow the hooks. Recreate the formats.
Collaborate with creators who already have audiences if you have money to burn.
The more eyes on your content, the more eyes on your product, the more active users (assuming product is decent).
1. Build an Online Presence
Have a voice.
Share your thoughts, opinions, and insights publicly.
Over time, you’ll build a following. And once you have reach, you can distribute almost anything, not just software e.g. Mr Beast and Feastables, Paul and Prime, Levels and Plane Game.
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