Launch channel
Media narrative (earned coverage)
One reportable hook that turns press coverage itself into the distribution engine.
1 indexed case used this channel first · all zero-ad-budget
What actually made it work
- 1.A single hook the press can repeat — an acquisition, a striking number, a contrarian claim.
- 2.The headline becomes the ad; the coverage links are the traffic source.
- 3.Founder quotes and product detail are secondary to the story the media wants to tell.
▲Watch out for
- —Least replicable channel: coverage is usually driven by an event most builders do not have.
- —It rewards the narrative, not the product — check what the coverage actually proves.
- —News value decays within days; without a follow-on channel the traffic does not hold.
Indexed cases on this channel
Free: evidence level, tagline and sources for every case. The full 5 fields and the 30-day playbook are behind the $19/month index or the $49 one-time template pack.
Other launch channels
- Public building (build in public)Shipping progress and numbers in the open until the audience itself becomes the distribution channel.
- UGC account matrixMany small content accounts producing in parallel — "zero marketing spend" often means zero *ad* spend, not zero labour.
- Founder-led LinkedIn contentThe founder's own feed and inbox as the B2B distribution engine, usually with content produced in bulk.
Get the next channel breakdown
One case per week in the free briefing — with its evidence tags, so you know how much of each number to believe before you copy the play.
Want the whole index? See the $19/month index and the $49 template pack.