He describes marketing for roughly 5 months before a launch, starting soft and building publicly.

“I marketed for 5 months. First soft, then hard. Build in public. Speak about it often.”

During launch week he ran a mix of Twitter Spaces, daily threads, scheduled social-proof posts, and heavy retweeting of customer posts.

“Retweeted roughly 100 posts from current customers”

He attributes click quality to the story-driven email sequence priming the audience before they ever saw the Twitter posts.

“most of these clicks are primed. I’ve told a story they resonate with”

He frames the launch-2 shortfall in Twitter clicks as a lesson about platform dependency and algorithm risk.

“which is a prime example of why you should start an email list. It only takes one algorithm change to screw up your weekend.”

He sent a structured multi-email sequence per launch, all built around storytelling and audience segmentation.

“Email I sent 20 emails per launch (all storytelling with segmentation).”

He credits the email list as the more durable, platform-risk-free driver of launch traffic compared with Twitter.

“which is a prime example of why you should start an email list. It only takes one algorithm change to screw up your weekend.”

A small affiliate team helped promote launch 1; by launch 2 existing customers themselves were doing more of that promotional work.

“affiliates I arranged a small team to help for launch 1. Customers for launch 2.”

The affiliate and testimonial base compounded between launches.

“had over 60 testimonials and 30 more affiliates”