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I think my project https://datasette.io/ could be incredibly useful to a wide variety of people who haven't heard about it yet.
I found myself nodding when I saw Carmack's tweet precisely because I'm finding myself at a point where my time may well be better spent marketing what I've already built rather than continuing to improve the product.
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I think you are conflating marketing with advertising. Advertising is a subset of marketing, but wouldn't include things like:
- Writing clear and effective home pages (e.g. the Get Started button is the most prominent affordance on the https://reactjs.org/ homepage)
- The design of that homepage is marketing. Have you ever felt more comfortable using a product that has a nice website?
- Engineering blogs (e.g. the https://www.backblaze.com/blog/ seems to make it to the HN homepage every few months... they aren't just writing this stuff for fun)
- Making your product easy to get started with isn't strictly marketing, but letting people know that it's easy to get started with sure is (e.g. good documentation)
- Having a good pricing strategy is marketing. (e.g. make three tiers for different customers, but try to steer people to the middle one)
- Having a good pricing and/or discount strategy is marketing. (e.g. AWS is basically free for students because they know who those students will want to use when they are making decisions in the work force in a few years)
A key thing is that not all marketing needs to be done by the marketing department. Marketing is about understanding the market and what will make them use your product. This is important even for software engineers.
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