Acquire your first customers.

  • Lifetime access to all program content: You’ll get access to 20+ playbooks and step-by-step projects, 30+ templates, as well as multiple video walk-throughs.

  • Community of 1,000 founders and marketers: Learn with other top growth marketers.

  • 6 months of live workshops: Optional deep-dive workshops to help you work through different parts of the program.

  • Savings on marketing tools: Need Segment, Airtable, Notion, and more? You’ll get discounts on many popular tech tools.

Course curriculum

  • 1

    Traction Program - START HERE

    • Welcome to the Traction Program!

    • How to work through the program

  • 2

    ➡️ PART I: TRACTION PRINCIPLES

    • Overview

  • 3

    Traction Principles

    • How Startups Gain Traction

      FREE PREVIEW
    • Traction Principles

      FREE PREVIEW
    • Glossary: Learn Marketing Terms

      FREE PREVIEW
    • Feedback: Traction Principles

  • 4

    ➡️ PART II: FOUNDATIONS

    • Overview

  • 5

    Market and Customer Research

    • Introduction

      FREE PREVIEW
    • Jobs-To-Be-Done (JTBD) Framework

      FREE PREVIEW
    • How to Determine Your Product's Job

      FREE PREVIEW
    • Project: Customer Personas

      FREE PREVIEW
    • Feedback: Market and Customer Research

    • Discussion: Market and Customer Research

  • 6

    Competitor Research

    • Introduction

    • How to Actually Do Competitor Research

    • Cheat Sheet

  • 7

    Value Props

    • Introduction: Value Props

      FREE PREVIEW
    • Project: Value Props

      FREE PREVIEW
    • Template: Value Props

    • Discussion: Value Props

  • 8

    Acquisition Strategy

    • Introduction

    • Understanding Your Startup's Stage of Growth

    • Project: Create Your Acquisition Strategy

    • Project: Define Your Goals and Constraints

    • Project: Select Your Traction Channels

    • Project: Create Your Schedule

    • Discussion: Acquisition Strategy

    • Feedback: Acquisition Strategy

    • Survey: Tell Us About Your Company

  • 9

    Acquisition Strategy - Additional Resources

    • Glossary: Learn Marketing Terms

    • Spreadsheet: Traction Channels

  • 10

    ➡️ PART III: BUILD YOUR FUNNEL

    • Overview

  • 11

    Onboarding Flow

    • Introduction: Onboarding Flow

    • High-Touch User Onboarding

    • Education, Information, & Service Business Onboarding

    • Ecommerce Onboarding

    • Project: Overhaul Your Onboarding Flow

    • Feedback: Onboarding Flow

    • Discussion: Onboarding Flow

  • 12

    Onboarding Flow - Additional Resources

    • Example: Onboarding Flows

    • Example: Completed Onboarding Project

    • Template: Onboarding Deliverable

  • 13

    Landing Pages

    • Introduction: Landing Page Copy

    • Writing the Header of Your Hero Section

    • Writing the Subheader of Your Hero Section

    • Features and Objections Sections

    • Writing the CTAs and Social Proof

    • Ecommerce Landing Pages

    • Project: Write Your Landing Page

    • Feedback: Landing Pages

    • Discussion: Landing Pages

  • 14

    Landing Pages - Additional Resources

    • Template: Landing Page

    • Checklist: Landing Page Header

  • 15

    Conversion Tracking

    • Introduction: Conversion Tracking

    • Conversion Tracking Tools

    • Overview of Projects

    • Project: Conversion Events

    • Project: Configure GA and Ad Channels

    • Mobile Apps

    • Project: Mobile App

    • Project: Shopify

    • Project: Delegate to engineering

    • Project: Install Hotjar

    • Project: Verify pixels

    • Bonus Project: Analytics Events

    • Feedback: Conversion Tracking

    • Discussion: Conversion Tracking

  • 16

    Conversion Tracking – Additional Resources

    • FAQ: Google Analytics 4

    • Questions to Ask When Verifying Ad Channel Setup

    • FAQ: Mobile App Tracking

    • Example: Conversion Event Mappings

    • Example: Analytics Events

    • Template: Conversion Event Mappings

    • Template: UTM Tracking

    • Template: AppsFlyer Code

    • FAQ: Conversion Tracking

    • External Resources

  • 17

    Conversion Tracking – Advanced

    • Installation – Manual, GTM, or Segment

    • Google Tag Manager (GTM)

    • Video: GTM Tracking

    • Project: GTM

    • Template: GTM Engineering Tracking Doc

    • Segment

    • Project: Segment

    • Configuring Destinations on Segment

    • Feedback: Conversion Tracking (Advanced)

  • 18

    Landing Page Design & Development

    • Introduction: Landing Page Design

    • Good Landing Page Design

    • Building Your Landing Page

    • Project: Landing Page Design

    • Feedback: Landing Page Design & Development

    • Discussion: Landing Pages

  • 19

    Landing Page Design - Additional Resources

    • How to Find Good Designers and Developers Without Breaking the Bank

    • Sites with Free Stock Images

    • How to Find Good Designers (More Ideas)

  • 20

    Ad Copy

    • Introduction: Ad Copy

    • How to Write Compelling Ad Copy

    • Project: Social Ad Copy

    • Feedback: Ad Copy

    • Discussion: Ad Copy

  • 21

    Ad Copy - Additional Resources

    • Checklist: Ad Copy

    • Template: Ad Copy

    • Template: Ad Copy Spreadsheet

    • Template: Grouped Ad Copy

    • Example: Ad Copy

  • 22

    Ad Creatives

    • Introduction: Ad Creatives

    • Complement Your Copy with the Ideal Creative

    • Ad Design Guidelines

    • Screen Recording Ads

    • Project: Make Ad Creatives

    • Bonus Project: Animoto Ads

    • Feedback: Ad Creatives

    • Discussion: Ad Creatives

  • 23

    Ad Creatives - Additional Resources

    • Template: Ad Creatives

    • Example: Animoto Script

    • Cheat Sheet: Sketch

    • Cheat Sheet: Screenflow

    • External Resources

  • 24

    ➡️ PART IV: TRACTION CHANNELS

    • Overview

  • 25

    Google Ads - Search Ads

    • Introduction: Google Ads

    • Introduction: Search Ads

    • Project: Search Ads

    • Keywords

    • Project: Keywords

    • Quality Score, Bids, and Bid Strategies

    • Search Ads Copy

    • Project: Ad Extensions

    • Project: UTM Tags

    • Project: Search Ads Copy

    • Google Ads Targeting and Structuring

    • Project: Targeting and Structuring

    • Google Ads Audiences

    • Project: Audiences

    • Project: Prepare to Optimize Google Ads

    • Project: Optimize Google Ads

    • Feedback: Google Ads

    • Discussion: Google Ads

  • 26

    Google Ads – Additional Resources

    • Project: Keyword Research

    • Search Ads URL Encoding

    • Search Ads Advanced Campaign Structure Examples

    • FAQ: Search Ads

  • 27

    Facebook and Instagram Ads

    • Introduction: Facebook and Instagram Ads

    • Major Variables to a Facebook Ad

    • Alternative Facebook Ad Types

    • Differences between Facebook and Instagram

    • How Facebook Identifies Who to Show your Ads to

    • FAQ: Facebook and Instagram Ads

    • Project: Generating Audiences and Ad Sets

    • Project: Set up Facebook and Instagram Ads

    • Project: Setting Up Facebook Metrics

    • Feedback: Facebook & Instagram Ads

    • Discussion: Facebook and Instagram Ads

  • 28

    Facebook and Instagram Ads – Additional Resources

    • Example Ad Set Targeting

    • Example: Ad Log

    • Retargeting

    • Direct Audiences and Lookalikes

    • Locations, Ages, Genders, and Language Targeting

    • Calculating Total Reach when Custom Audiences are Excluded

    • Video: Facebook Ad Optimization

    • Saving Audiences

  • 29

    Apple Search Ads and App Store Optimization

    • Apple Search Ads and App Store Optimization

    • Account Structure and Optimization

    • Project: Apple Search Ads

    • Feedback: Apple Search Ads and App Store Optimization

    • Discussion: App Store Optimization

  • 30

    Influencer Marketing

    • Introduction: Influencer Marketing

    • Context on Influencer Marketing

    • Starting with Influencer Marketing

    • Influencer Marketing on YouTube and TikTok

    • Other Ways to Incentivize Influencers

    • Tracking results

    • What a Job Well Done Looks Like

    • Cheatsheet: Influencer Marketing

    • Feedback: Influencer Marketing

    • Discussion: Influencer Marketing

  • 31

    Organic Instagram

    • Introduction to Organic Instagram

    • Getting Started with Organic Instagram

    • The Optimal Posting Strategy (Step 1 of 6)

    • The Optimal Posting Strategy (Steps 2 - 6)

    • Cheatsheet: Organic Instagram

  • 32

    Organic LinkedIn

    • Introduction to Organic LinkedIn

    • Case Study

    • Create a Steady Flow of Leads

    • Post Content That People Engage With

    • Getting Email Addresses

    • Optimizing Your Profile for Follows

  • 33

    Product Hunt

    • Introduction to Product Hunt

    • How Product Hunt Actually Works

    • How to launch on Product Hunt

  • 34

    Cold Outreach

    • Introduction: Cold Outreach

    • How to Find the Right People

    • How to Find Email Addresses

    • How to Write Emails That Convert

    • Examples of Great Cold Emails

    • Sending Cold Emails

    • Measure and Optimize Results

    • Pre-targeting

    • Project: Cold Outreach

    • Feedback: Cold Outreach

    • Discussion: Cold Outreach

  • 35

    Cold Outreach – Additional Resources

    • Example: Outbound Strategy Document

    • Templates: Cold Email Copy

    • Checklist: Cold Email Review

    • Example: Cold Email Outreach Spreadsheet

    • List of Filler Emails

    • External Resources

  • 36

    Tapping Existing Audiences

    • Introduction

    • Project: Tapping Existing Audiences

    • Feedback: Tapping Existing Audiences

    • Discussion: Tapping Existing Audiences

  • 37

    Tapping Existing Audiences– Additional Resources

    • Templates: Initial Email

    • Template: VA Email

    • Template: Tapping Existing Audiences Spreadsheet

  • 38

    ➡️ PART V: OPTIMIZATION

    • Overview

  • 39

    Ad Optimization

    • Project: How to Read Ad Results and Optimize Ads

    • Feedback: Ad Optimization

    • Discussion: Ad Optimization

  • 40

    Conversion Rate Optimization

    • Introduction: CRO

    • Conversion Fixes

    • How To Read Google Analytics

    • Project: CRO

    • Feedback: Conversion Rate Optimization

    • Discussion: Conversion Rate Optimization

  • 41

    Conversion Rate Optimization - Additional Resources

    • Template: Funnel Data

    • Template: CRO Suggestions

  • 42

    Screen Recordings & Heatmaps

    • Project: Screen Recording

    • Introduction: Heatmap Analysis

    • Types of Heatmaps

    • Project: Heatmap Analysis

    • Feedback: Screen Recordings & Heatmaps

    • Discussion: Screen Recordings

  • 43

    ➡️ Next Steps

    • Keep Growing With Demand Curve

    • Feedback: Post-Course

  • 44

    Deals

    • Resources: Deals