Is 360 degree marketing what you need?

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Got an email from a reader last week that made me think.

He has a product that works. Sells in person.

But sees potential in IG and TikTok - channels he's not motivated to create content for.

His question: Should he push through and do it anyway, or find a more aligned way to market?

This opens a bigger question I've been wrestling with 👇🏻

The Stuck Founder Pattern

You've probably been here:

Product works

Making money through one channel

See obvious opportunities in other channels

But you're "not interested" in them

So you stay stuck in a small game

Sound familiar?

Here's the hard reality most founders don’t realize:

As a founder, it's your responsibility to do the best marketing possible for your product.

That means:

Win the channels you're good at (and double down hard)

Start the channels you're not good at (but outsource this)

Never ignore a channel that's obviously right for your product

But also: Focus on 2-3 channels maximum. You don't have to be everywhere.

You can just own the channels you like, and outsource the channels you are not expert in.

And that my friends… is the recipe to never reach your full potential.

So do it, today.

Founder-Market Fit

I think there's something deeper here:

Founder-Market Fit.

Let me explain with my own situation:

I love building products. I spend hours obsessing over features, design, user experience.

That's my zone.

That's why social media tools are perfect for me. My users have audiences. When the product is great, they talk about it. Marketing happens organically through user advocacy.

I can focus on what I'm good at (building) and the market structure rewards that strength.

PS - The only reason I was able to spot good opportunities like Outrank and Revid is that I had a natural inclination towards my customers and was well placed to realize SEO is a challenge for most of them.

If you're amazing at optimizing ads but can't code? Dropshipping or info products might be your ideal fit.

If you're a natural content creator but hate technical work? Agency or consulting services.

If you're great at sales but not interested in social media? Enterprise SaaS with direct outreach.

The market you choose should amplify your natural strengths, not fight against them.

So What Should Mattia Do?

Back to the original question:

He sells IRL but sees TikTok potential but isn't motivated to create content.

My answer: Don't force yourself to become a TikTok creator.

Instead:

Hire someone who loves making TikTok content

Partner with creators in your niche

Find UGC strategies that don't require you to be on camera

But also ask: is TikTok actually the right channel, or just the trendy one?

Maybe doubling down on IRL sales - events, partnerships, word of mouth - is the better move.

Here’s a simple way to come to a solution -

Ask yourself:

What marketing activities energize me vs drain me?

What's the primary growth driver in my industry?

Does my natural skillset align with that driver?

If you're a builder in a market where ads are king, you're fighting uphill. If you're a natural salesperson in a product-led growth market, same problem.

And that, my friend is the lesson for this week.

Build 2-3 channels - own what you love, outsource the rest.

If you have any questions about SaaS, business, content creation, or AI - feel free to reply to this email!

That question just might be the next newsletter (and you will get a shoutout!)

Reply if you have something to ask 👇🏻

Tweet of the week

This is a great framework for makers.

Build. And tell.

I will see you next week,

Until then,

Keep building

Tibo 💻

P.S. If you hate the main growth channel in your market, that's not a motivation problem. That's a signal you might be in the wrong market. Better fix it before its too late.

Is 360 degree marketing what you need?

The Stuck Founder Pattern

Founder-Market Fit

So What Should Mattia Do?

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