Traction Program
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.
Welcome to the Traction Program!
How to work through the program
Overview
How Startups Gain Traction
FREE PREVIEWTraction Principles
FREE PREVIEWGlossary: Learn Marketing Terms
FREE PREVIEWFeedback: Traction Principles
Overview
Introduction
FREE PREVIEWJobs-To-Be-Done (JTBD) Framework
FREE PREVIEWHow to Determine Your Product's Job
FREE PREVIEWProject: Customer Personas
FREE PREVIEWFeedback: Market and Customer Research
Discussion: Market and Customer Research
Introduction
How to Actually Do Competitor Research
Cheat Sheet
Introduction: Value Props
FREE PREVIEWProject: Value Props
FREE PREVIEWTemplate: Value Props
Discussion: Value Props
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
Glossary: Learn Marketing Terms
Spreadsheet: Traction Channels
Overview
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
Example: Onboarding Flows
Example: Completed Onboarding Project
Template: Onboarding Deliverable
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
Template: Landing Page
Checklist: Landing Page Header
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
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
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)
Introduction: Landing Page Design
Good Landing Page Design
Building Your Landing Page
Project: Landing Page Design
Feedback: Landing Page Design & Development
Discussion: Landing Pages
How to Find Good Designers and Developers Without Breaking the Bank
Sites with Free Stock Images
How to Find Good Designers (More Ideas)
Introduction: Ad Copy
How to Write Compelling Ad Copy
Project: Social Ad Copy
Feedback: Ad Copy
Discussion: Ad Copy
Checklist: Ad Copy
Template: Ad Copy
Template: Ad Copy Spreadsheet
Template: Grouped Ad Copy
Example: Ad Copy
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
Template: Ad Creatives
Example: Animoto Script
Cheat Sheet: Sketch
Cheat Sheet: Screenflow
External Resources
Overview
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
Project: Keyword Research
Search Ads URL Encoding
Search Ads Advanced Campaign Structure Examples
FAQ: Search Ads
Introduction: Facebook and Instagram Ads
Facebook and Instagram Ad Types
How Facebook Identifies Who to Show your Ads to
Prospecting Campaigns
Retargeting Campaigns
How to Create Quality Ads for Facebook and Instagram
Project: Facebook Ads Account Setup
Budget Optimization
Project: Generating Audiences and Ad Sets
Project: Set up Facebook and Instagram Ads
How to Measure and Test Ad Performance
Facebook Ad Optimization
Feedback: Facebook & Instagram Ads
Discussion: Facebook and Instagram Ads
Example Ad Set Targeting
Example: Ad Log
Locations, Ages, Genders, and Language Targeting
Calculating Total Reach when Custom Audiences are Excluded
Saving Audiences
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
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
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
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
Introduction to Product Hunt
How Product Hunt Actually Works
How to launch on Product Hunt
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
Example: Outbound Strategy Document
Templates: Cold Email Copy
Checklist: Cold Email Review
Example: Cold Email Outreach Spreadsheet
List of Filler Emails
External Resources
Introduction
Project: Tapping Existing Audiences
Feedback: Tapping Existing Audiences
Discussion: Tapping Existing Audiences
Templates: Initial Email
Template: VA Email
Template: Tapping Existing Audiences Spreadsheet
Overview
Project: How to Read Ad Results and Optimize Ads
Feedback: Ad Optimization
Discussion: Ad Optimization
Introduction: CRO
Conversion Fixes
How To Read Google Analytics
Project: CRO
Feedback: Conversion Rate Optimization
Discussion: Conversion Rate Optimization
Template: Funnel Data
Template: CRO Suggestions
Project: Screen Recording
Introduction: Heatmap Analysis
Types of Heatmaps
Project: Heatmap Analysis
Feedback: Screen Recordings & Heatmaps
Discussion: Screen Recordings
Keep Growing With Demand Curve
Feedback: Post-Course
Resources: Deals