Optimizing the wrong thing?

I spent thousands of dollars on Facebook ads for my design agency a few years ago.

Got clicks. Got conversions. Got a spreadsheet full of CAC numbers that made my stomach hurt.

Then I watched a competitor with half my budget build a waitlist of 3,000 people.

That's when it hit me: I was optimizing the wrong thing.

You're probably doing it too. Automating emails. A/B testing button colors. Tweaking funnels. All good stuff. But none of it matters if people don't remember you exist five minutes after they close the tab.

Automation can create volume. Brand creates value.

This new brand-first method is the easiest way for founders to get loyal customers without burning cash on ads.

Here's what actually works:

1. Pick one enemy and name it publicly

Your audience is pissed off about something. Find it. Say it out loud. Make it your rallying cry.

Why it works: People don't buy products. They join movements against things they hate.

First step: Write down the one broken industry norm your product fixes. Then put it in your bio, your homepage, and every piece of content you make this week.

Micro-action (10 minutes): Go to your homepage right now. Add one sentence that calls out the bullshit your audience hates. Example: "Marketing software that doesn't need a PhD to use."

2. Show receipts, not results

Stop saying "we help companies grow." Show the screenshot of your Slack where a customer said your thing saved their ass. Show the refund you issued because you screwed up. Show the 2am decision that almost killed your company.

Why it works: Trust isn't built on polish. It's built on proof you're a real human who actually did the thing.

First step: Open your phone. Find one unpolished, real moment from the last month. Post it with zero filter. That's your content for today.

3. Repeat one phrase until you're sick of it

Pick the one thing you want to be known for. Then say it 100 times more than feels comfortable.

Why it works: You'll be bored of your message before your audience even notices it.

First step: Write your "one thing" on a sticky note. Put it on your monitor. Every piece of content you make this week must connect to that phrase.

I watched a creator say "marketing is psychology" in 47 different ways over six months. I rolled my eyes. Then I bought his course.

That's the game.

You don't need more automation. You need people to remember your name when they're ready to buy.

Your turn.

Reply and tell me which of the three feels doable and why. I read every response.

— Shashank