Marketing for startups.
Austin, TX
Joined September 2022
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Resin came out of Y Combinator's Fall batch with AI-native PCB design. Software errors get a patch. Board errors get a respin.
If the words in your search terms report don't match the words on your site, the ads aren't the problem.
comnio.com/blog/negative-key…
Three tools answer almost everything for two years: website analytics, Search Console, and a leads table you own.
comnio.com/blog/startup-meas…
Google's own ads team, on creative testing: "Make changes gradually and focus on the quality of new assets rather than quantity." That is the opposite of what most new advertisers do. blog.google/products/ads-com…
Spine (joinspine.ai) launched with the price in its headline—free—and the mechanism one line later: they become your benefits broker and the carriers pay them. Most startups bury the model three scrolls down.
Ideas travel, and keeping yours quiet buys a few months that rarely decide anything—what doesn't copy cheaply is the few hundred decisions underneath it. comnio.com/blog/startups-win…
Founders write ads in the language of their pitch deck; searchers type the language of their problem, and a month of paid search is the cheapest way to learn which words your product answers to. comnio.com/blog/startup-goog…
A website is not a brochure you print once—it's software, running on a server, talking to a CRM, an analytics account and an email provider. comnio.com/blog/startup-webs…
A contact form that stops delivering still loads, still shows a thank-you, and never sends the lead—and the only symptom is a quiet month you blame on the market. comnio.com/blog/startup-webs…
Google announced a single view tying the search term that triggered an ad to the creative that ran and the page it landed on. Announced, not shipped. blog.google/products/ads-com…
"Actually startups take off because the founders make them take off." — Paul Graham, Do Things that Don't Scale, July 2013.
The unscalable thing founders skip is not recruiting users one at a time. It is writing the sentence at the top of the site.
Every channel on the list works for someone, which is what makes the list useless. The question was never which. It is which first. comnio.com/blog/startup-mark…
A stranger arrives at your home page with one question, and it is not what the product does. It is whether it is for them. comnio.com/blog/startup-webs…
Sayable, spellable, clearable, ownable. Meaning is the criterion founders weight hardest, and it belongs near the bottom. comnio.com/blog/startup-nami…
The deck and the home page are supposed to differ. The observation underneath them is not. comnio.com/blog/startup-posi…
If the number came back bad next month, what would you do differently? If the honest answer is nothing, the number is decoration. comnio.com/blog/startup-mark…
The honest unit is not a percentage of anything. It is time. comnio.com/blog/startup-mark…
A consultant is scoped by the question. An agency by the work. A fractional CMO by a number and a seat. comnio.com/blog/consultant-a…
