Dave: “So let me get this straight. You’ve been posting on Reddit for months.” Marketer: “Yep.” Dave: “Do you share links to your product?” Marketer: “Not at the top of the funnel, Dave. Building karma.” Dave: “So no sales?” Marketer: “Well, middle of the funnel is where we build trust.” Dave: “When do you actually sell something?” Marketer: “Bottom of the funnel. When the subreddit asks for it.” Dave: “And after that?” Marketer: “Retention. We keep showing up.” Dave: “So you're saying the secret is engagement and participation?” Marketer: “Welcome to Reddit, Dave.”

deliver value. not too much. just the amount they're willing to pay for, and trust you to deliver. increase pay, increase trust. rinse and repeat.

Note for founders: all your competitors are also experiencing the same pain. The winner will be the one who endures the most.