Is "marketing" really the problem, or is it distribution?
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Most early-stage products do not fail because the marketing was not clever enough. They fail because not enough people ever heard about them.
Clever hooks and sharp positioning matter, but they only work once someone is already paying attention. Before that stage, growth mostly comes down to repetition: the same core message, in the same few channels, more often than feels comfortable.
Curious how others here think about this. When you launched, did you spend more time sharpening the message, or just getting it in front of more people?
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For me it was distribution — but not the way I expected.
I used to think you sharpen the message alone in a doc before shipping. You don't. Mine only got sharp after I put it in front of people again and again and watched which line made them stop. The words I was proud of were almost never the ones that worked.
So the two aren't really separate. Distribution is how you find the message. Polishing for weeks before showing anyone just made me attached to words no real person had reacted to yet.