Customer Acquisition for Startups: Marketing = Buying Customers

Crowdfunding campaigns are essentially acts of salesmanship. You have an idea for a thing. Other people have money. You persuade them to trade their money for your thing. Marketing is how you do that. Essentially, you’re buying customers. You pay content distributors to get your message in front of people so they’ll come to your website. Those content distributors are called channels. A bad channel has a high cost per customer; a good one costs less than what that customer will end up paying you.