The Single-Use-Case Landing Page
A landing page for a pre-sale has one job: convert the right visitors. That means it should describe one problem, one audience, and one outcome — not the product's full feature set.
Marketing
The Warm Audience Arithmetic
A 1% conversion rate from a warm, concentrated, pre-qualified audience is not the same as a 1% conversion rate from cold outreach. The numbers look the same and mean completely different things.
Warm and Cold Are Different Numbers
A conversion target that looks impossible against cold traffic can be entirely reasonable against a warm, pre-qualified audience. The same number means two different things depending on who you're asking.
Witnessed, Not Claimed
For a tool that does real work, the strongest possible pitch isn't a description of what it does. It's a recording of it doing the thing — letting the prospect witness the result instead of taking your word for it.
Discovery and Conversion Are Different Channels
The channel that gets a tool noticed is usually not the channel that gets it adopted. Treating distribution as a single funnel collapses two distinct jobs that need different audiences and different content.
Where the Complaint Lives
The platform where professionals complain about a workflow is also the platform where you reach them. Research and distribution are the same question.
The Work You're Not Doing
Good work is table stakes. The assumption that quality creates its own distribution is the most common mistake builders make. Distribution is a separate discipline.
Entertainment Value
The most viral developer tools aren't the most useful ones. They're the most enjoyable to encounter. There's a lesson in that.