Chapter 5 of 12

Create demand: positioning, website, SEO and distribution

This chapter covers positioning, the website, SEO, and distribution. Clayton approved a first-customer distribution playbook on November 8, 2026. It is working material, not a promise of a sales result.

The finished chapter, sample pages, and companion exercise are coming.

Reaching your first customers

Clayton approved this playbook on November 8, 2026, including the calls to action and the tracking step. It is working book material. It does not promise a number of sales or a timeline.

1. Put the founder forward. Tell the story of the problem you solve, why you care, and what your experience has taught you.
2. Show your expertise. Share useful lessons and accurate case studies on LinkedIn and other channels where prospective customers spend time. Get permission before identifying clients or disclosing results.
3. Use YouTube to tell business stories. Explain a problem, the action taken, and what happened in enough detail to help the viewer.
4. Give interested people a next step. Invite them to ask a question, see a demonstration, or discuss the offer.
5. Turn attention into conversations and learning. Follow up with interested prospects and track which stories create qualified conversations and paying customers.

Related themes: How to start an online business with artificial intelligence E-commerce, SaaS, and agency growth playbooks

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