| name | channel-playbook |
| description | Creates platform-specific marketing playbooks for acquisition channels. Use when launching or optimizing a specific growth channel (e.g., LinkedIn, Twitter, email, Product Hunt). |
Channel Playbook
Reference
- ID: S-GRO-04
- Category: Growth
- Inputs: ICP document, messaging framework, channel selection, budget constraints
- Outputs: channel playbook document → artifacts/growth/
- Used by: Growth Agent
- Tool scripts: ./tools/artifact/validate.sh
Purpose
Produces a platform-specific marketing playbook for a chosen acquisition channel, covering content strategy, posting cadence, engagement tactics, and success metrics tailored to that channel's dynamics.
Procedure
Direct Outreach / Founder-Led Sales
Stage: Highest leverage at idea/mvp. Every founder should start here.
-
ICP-to-Prospecting: Where targets are findable
- LinkedIn: job title + company size filters
- Slack/Discord communities: where your ICP hangs out
- Twitter/X lists: curated lists of target personas
- GitHub: for developer tools (contributors to related projects)
-
Outreach Message Frameworks (problem-led, not pitch-led):
- Lead with a question about their pain point, not your solution
- Reference something specific about them (recent post, company news)
- Ask for 15 minutes, not a demo
- Template: "Hey [name], I noticed [specific observation]. I'm building [one-liner] and curious — how do you currently handle [pain point]? Would love 15 min to learn from you."
-
Follow-up Cadence (3-touch sequence):
- Day 0: Initial message
- Day 3: Value-add follow-up (share relevant content/insight)
- Day 7: Final follow-up with soft close
-
Bridge to Discovery: Use customer-conversations skill for the actual call prep and debrief
- Select the target channel and review its audience dynamics, algorithm behavior, and best practices.
- Review the ICP document to confirm audience presence on this channel.
- Define channel-specific goals: awareness, traffic, leads, or direct conversions.
- Adapt the messaging framework to the channel's format and tone.
- Design the content mix: content types, formats, and ratio (e.g., 60% educational, 20% social proof, 20% promotional).
- Define the posting cadence: frequency, best times, and scheduling tools.
- Outline engagement tactics: community interaction, comment strategy, DM outreach rules.
- Define paid amplification strategy if applicable: budget allocation, targeting, A/B test plan.
- Set success metrics and KPIs: impressions, engagement rate, click-through, conversions.
- Define the review cadence: weekly metrics review, monthly strategy adjustment.
- Save the playbook to
artifacts/growth/.
- Validate the artifact using
./tools/artifact/validate.sh.
Platform Deep-Dive Reference
When producing channel-specific playbooks, reference the platform-specific guidance below. These go beyond generic advice to include algorithm-specific and culture-specific knowledge.
Twitter/X
- Algorithm: Engagement velocity in first hour matters most. Replies weigh more than likes. Native content (no external links) gets boosted.
- Thread architecture: Hook tweet → 3-5 value tweets → CTA tweet. Number each tweet.
- Engagement pattern: 3 value posts : 1 promotional : 1 engagement (ask questions, polls)
- Timing: Post when your audience is active (check analytics). Quote-tweeting adds distribution.
- Avoid: Link-only tweets (suppressed by algorithm), thread dumps without hooks, corporate tone.
LinkedIn
- Algorithm: Comments weigh 5x likes. Native content preferred over links. Document/carousel posts get 3x reach vs text.
- Format: Short paragraphs (1-2 sentences), whitespace between, hook in first line (before "see more")
- Carousel posts: 8-12 slides, educational content, branded consistently, CTA on last slide
- Engagement: Comment on others' posts first. Tag people only when genuinely relevant.
- Avoid: Hashtag spam (use 3-5 max), direct sales pitches, cross-posted tweets.
Reddit
- Cultural norms: 90-9-1 rule (90% consume, 9% comment, 1% post). Value-first, always.
- Entry protocol: Lurk 2 weeks, read community rules, start with comments not posts. Earn karma before sharing own content.
- Self-promotion: Reddit ratio — 9 genuinely helpful contributions per 1 self-promotional post. Disclose affiliation.
- Subreddit selection: Find 3-5 relevant subreddits. Check activity (>10 posts/day), rules, moderator stance on self-promo.
- AMA format: Prepare 2 weeks ahead. Answer every question. Be authentic, admit limitations.
- Avoid: Vote manipulation, corporate speak, ignoring moderator feedback, brigading, creating shill accounts.
TikTok
- Algorithm: Completion rate > all other signals. 3-second hook is make-or-break. Trending audio boosts discovery.
- Content formula: Hook (0-3s) → Context (3-8s) → Value (8-45s) → CTA (last 3s)
- Posting: 1-3x daily for growth phase. Batch-create content. Use trending sounds within 48 hours.
- Hashtags: Mix broad (#tech, #startup) with niche (#saasfounder, #devtools). 3-5 per post.
- Aesthetic: Raw, authentic > polished. Behind-the-scenes, face-to-camera, screen recordings.
- Avoid: Repurposed Instagram content (TikTok penalizes), links in captions (use bio), overproduction.
Instagram
- Reels vs Stories vs Feed: Reels for discovery (new audience), Stories for engagement (existing), Feed for brand (portfolio)
- Reels: 15-30s optimal. Text overlay for sound-off viewing. Cover image matters for grid.
- Carousel posts: 10 slides max. Educational or storytelling format. Save rates signal quality to algorithm.
- Stories: Use interactive features (polls, quizzes, questions) — they boost engagement signals.
- Hashtags: Research niche hashtags (10K-500K posts). Use 10-15 per post in caption (not comments).
- Avoid: Inconsistent visual style, link-in-bio without updating, neglecting alt text.
Product Hunt
- Launch day playbook: Ship Tuesday-Thursday. Post at 12:01 AM PST. Prepare all assets 1 week ahead.
- Pre-launch: Build a coming-soon page. Collect followers. Reach out to hunters with 1000+ followers.
- First hour: Activate your network (email, Slack, social) for genuine engagement. Comments > upvotes.
- Maker engagement: Reply to EVERY comment within 1 hour. Be personal, not corporate.
- Assets: 6 high-quality screenshots, 1 video demo (60-90s), compelling tagline (<60 chars).
- Post-launch: Thank supporters, share results, continue engaging for 48 hours.
Hacker News
- Show HN format: Start title with "Show HN: ". Post on weekday mornings (US time).
- Expectations: Technical depth valued. Explain architecture, not just features. Be ready for tough questions.
- What works: Open source projects, novel technical approaches, transparent company posts, honest post-mortems.
- Commenting: Contribute thoughtful, technical responses. Don't ask for upvotes. Don't use multiple accounts.
- Avoid: Marketing language, growth hacking, shallow content, astroturfing, voting rings.
GTM Sprint Tactics
The following tactical playbooks are designed for time-boxed GTM sprints (see /gtm-sprint). They can also be used standalone.
Directory Blitz
When: Day 9 of GTM Sprint, or any launch push needing broad visibility fast.
Procedure:
- Select relevant directories from the master list below based on product category
- Prepare a submission packet: one-liner, 3-sentence description, 3 screenshots, logo, founder bio
- Craft a directory-specific hook using interview data (e.g., "We interviewed 60 compliance teams and found...")
- Submit to 15+ directories in a single session
- Track submissions in a checklist artifact
Directory Master List (SaaS / Developer Tools):
| Directory | Category | Notes |
|---|
| Product Hunt | Launch | Tue-Thu, 12:01 AM PST (see PH deep-dive above) |
| BetaList | Pre-launch | Good for wait-list building |
| Launching Next | Pre-launch | Upcoming product announcements |
| SaaSHub | SaaS | Alternative-to style listings |
| AlternativeTo | Alternatives | Position against specific competitors |
| G2 | Reviews | Requires verified reviews, longer setup |
| Capterra | Reviews | Pay-to-play for featured, free basic listing |
| GetApp | Reviews | Gartner-owned, good for enterprise visibility |
| StackShare | Dev tools | Developer-focused, good for technical products |
| SourceForge | Open source | If applicable |
| Indie Hackers | Community | Product directory + community post |
| Hacker News | Community | Show HN (see HN deep-dive above) |
| Dev.to | Developer | Developer community listings |
| Crunchbase | Business | Company profile, investor visibility |
| AngelList / Wellfound | Startup | Hiring + product visibility |
| AppSumo | Deals | Lifetime deal marketplace (if pricing allows) |
| Slant | Recommendations | Community-voted alternatives |
| There's An AI For That | AI | AI-specific directory (if applicable) |
| Uneed | Products | Curated product directory |
Hook Formulas (adapt with your interview data):
- Data-led: "We interviewed {N} {role}s and discovered {surprising finding}..."
- Pain-led: "{N}% of {role}s waste {X hours/week} on {pain point}. We fix that."
- Outcome-led: "{Company type}s using {product} save {$X/month} on {category}."
Build-in-Public Arc
When: Day 5-13 of GTM Sprint, or any founder-led distribution effort.
A structured content arc that turns your GTM sprint into a public narrative. Each post builds on the last, creating a story that attracts users, talent, and investors.
14-Day Content Arc:
| Day | Post Type | Content | Platform |
|---|
| 5 | Announcement | "I'm building X because Y. Here's what I've learned from 20 interviews..." | Twitter/LinkedIn |
| 7 | Insight | Share one surprising finding from interviews (data/chart if possible) | Twitter/LinkedIn |
| 9 | Progress | "Landing page is live. Here's our approach to [positioning angle]..." | Twitter/LinkedIn |
| 10 | Community | Share the insight chart in relevant Slack/Discord with context | Communities |
| 12 | Traction | "12-day recap: {N} interviews, {N} LOIs, {N} wait-list sign-ups" with metrics screenshot | Twitter/LinkedIn |
| 13 | Reflection | "What worked, what didn't, and what's next" — public retro | Twitter/LinkedIn/Blog |
Principles:
- Lead with learning, not pitching
- Share specific numbers (interviews, sign-ups, revenue) — transparency builds trust
- Acknowledge what's not working — vulnerability resonates
- Tag people you interviewed (with permission) — they become amplifiers
- Respond to every comment within 2 hours
Competitor Poaching
When: Day 11 of GTM Sprint, or when entering a market with established competitors.
Procedure:
-
Find Competitor Reviewers
- G2/Capterra: read 1-3 star reviews, note reviewer names/companies
- Reddit: search
r/[industry] for "[competitor] alternative" or "[competitor] frustrating"
- Twitter/X: search "[competitor] sucks" or "[competitor] alternative"
- App Store reviews: filter by 1-2 star ratings
- Note: respect platform ToS — read publicly available reviews, do not scrape private data
-
Craft Value-First Outreach
- Template: "Hey {name}, I noticed your review of {competitor} — you mentioned {specific frustration}. We're building {product} specifically to solve that. Would you be open to a 10-min chat about what you wish {competitor} did differently?"
- Never badmouth the competitor directly
- Lead with empathy for their frustration, not a sales pitch
-
Offer Concierge Migration
- For the first 10-20 users: offer white-glove migration assistance
- Template: "We'll personally migrate your data from {competitor} in under {X} hours — free for early adopters."
- This builds loyalty and generates testimonials
-
Track Conversion
- Log outreach attempts vs. responses vs. conversions
- Feed successful patterns back into channel-playbook
Quality Checklist
Cross-References
- gtm-sprint (S-GRO-09) — orchestrates directory blitz, build-in-public, and competitor poaching within a time-boxed sprint
- positioning-messaging (S-GRO-01) — provides messaging hooks for directory submissions
- content-engine (S-GRO-07) — content multiplication from build-in-public posts
- customer-conversations (S-PROD-08) — interview data feeds directory hooks and competitor poaching outreach
