Make Your EVUNN Journey Personal
Not sure which step is right for your business?
This roadmap is part of the EVUNN business-building journey. Tell us what you’re building and where you are right now, and we’ll point you to the roadmap that’s right for your situation – free.
Free |Takes 1 minute
THE PROBLEM: I know who my offer is for and what I want to say, but I don't know where to find the right people or which channels I should focus on.
To sell a valuable product, you need the right acquisition channel that delivers result for your offer
Your Stage 1 access includes all the EVUNN Toolkits you’ll need to do the work. Don’t just read. Use them to build your business as you move through each step.
Step 8: Choose Where To Reach Them
Its time to find the right channel for your customer acquisition. At this point, you should now know:
Who your Best-Fit Customer is
When they become receptive to your offer
What alternatives they have
How you want to be positioned
Why they should choose you
What your core message is
What hooks can get their attention
There is still one important question you need to answer, which is: Where will I find them?
Your customer may be on LinkedIn, Instagram, YouTube, WhatsApp, Google, professional communities, industry events, email, referrals or somewhere else.
But, a channel being where your customer is does not automatically make that channel a good acquisition channel.
A channel is only a hypothesis until you test whether you can actually use it to reach the right people and move them toward becoming customers.
So don’t ask:
Where is my audience?
Ask:
Where is my audience, and where can I realistically reach and convert the right people?
The EVUNN Mindset Shift
This step takes you from My customers are there, so I should use that channel → Let’s test where I can actually acquire customers.
Your customer being present on a platform is only the first filter. For example: My target customers are on LinkedIn.
That tells you LinkedIn is worth considering.
It does not tell you:
Whether they pay attention to people like you
Whether they have this problem there
Whether they trust experts they discover there
Whether you can consistently reach them
Whether they will move from attention to conversation
Whether conversations will become sales
The channel must therefore be treated as a hypothesis.
So, Identify → Shortlist → Test → Compare → Focus
That is the EVUNN approach.
Recommended Book for Step 8: Traction
Traction’s Role in Step 8: Supporting Book
This is not a required book for completing Step 8.
The purpose of including it is to help you understand how to think systematically about customer-acquisition channels rather than assuming you already know which one will work.
The Big Idea from Traction
Don’t assume you know which acquisition channel will work. Identify promising channels, test them systematically and concentrate your effort on the channels that demonstrate traction.
With this book, EVUNN is not asking you to become a marketing expert. You are learning how to make a good channel decision and then test it.
What Business Problem Does Traction Solve?
It helps answer:
How do I decide which customer-acquisition channels are worth testing instead of spreading myself across every available channel?
For an expertise-based business, that is the right steo because you often have limited:
Time
Money
People
Content capacity
Marketing experience
You don’t need to be everywhere. You need to find where your effort has the greatest chance of producing the right customers.
Should I Read It Now?
No, This is optional. You do not need to read the whole book before completing this step.
Your primary objective for step 8 is to execute the EVUNN channel-selection process.
Read Traction if you want to understand the thinking behind testing and evaluating acquisition channels more deeply.
Your EVUNN Action
Build Your Customer Acquisition Channel Blueprint
You are not going to choose a channel immediately.
You will first identify your options, shortlist the strongest candidates and then test them folkowing these steps:
1. Bring Forward Your Best-Fit Customer
Start with the customer you defined in Step 1.
Ask:
Who exactly are we trying to reach?
Then write:
Best-Fit Customer
Then bring forward the Buying Situation from Step 2.
When does this person become actively receptive to solving the problem?
This is important because the same person may behave differently depending on the situation.
2. Identify Where they Go For Answers
When this customer experiences the problem, where do they go?
Consider the following:
Search
Do they search Google or YouTube?
Social Platforms
Which platforms do they actively use?
Professional Networks
Do they rely on LinkedIn, professional associations or industry networks?
Communities
Do they participate in WhatsApp groups, online communities or professional forums?
Events
Do they attend conferences, workshops, seminars or networking events?
Experts
Which experts, authors or thought leaders do they follow?
Referrals
Do they ask colleagues, friends or professional contacts for recommendations?
Direct Access
Can you identify and contact them directly? Don’t assume.
Use what you already learnt about the customer.
Get the rest of the action steps for this step in EVUNN Premium.
EVUNN Action Steps, Doers Community & Execution Toolkits are for paid users.
Get the Action Steps for this step, plus all Stage 1 Action Steps, access to EVUNN Community and EVUNN Execution Toolkits, with 12 months of access.
EVUNN Mindset Checkpoint
If I’m not everywhere, I’m missing customers.
This is a common resistance for entrepreneurs.
You may feel that you need to:
Post on every social platform
Start a YouTube channel
Build an email list
Run ads
Write a blog
Attend events
Create a podcast
Do everything simultaneously
The truth is more channels do not automatically mean more customers. They often mean more work, less consistency and weaker execution.
Your objective is not to build a presence everywhere. Your objective is to find a repeatable path to your Best-Fit Customer.
Optional Mindset Reading: Essentialism by Greg McKeown
Use this only if you are struggling to focus because you believe you need to pursue multiple channels simultaneously.
Big Idea from Essentialism
Focus your limited time and energy on the activities that matter most instead of trying to do everything.
This is an optional mindset checkpoint, not required reading for completing Step 8.
Your Step 8 Output
By the time you are thriugh with this step, you should have a CUSTOMER ACQUISITION CHANNEL BLUEPRINt that has the folkowing:
Best-Fit Customer
↓
Buying Situation
↓
Potential Channels
↓
Channel Fit Assessment
↓
Top 2–3 Channels
↓
Channel Hypotheses
↓
Channel Experiments
↓
Evidence & Results
↓
Primary Acquisition Channel
↓
Supporting Channel
↓
30-Day Channel Plan
You don’t need to show up on every platform or use every marketing channel. You need to find the places where your ideal customers already spend time, pay attention, and look for solutions.
🔓 Use the EVUNN Execution Toolkit: Distribution Channel Matrix
Don’t choose your acquisition channel simply because your audience is there.
Use the EVUNN Distribution Channel Matrix to identify potential channels for your offer, evaluate how well each fits your customer and buying situation, shortlist the strongest options, compare your test results and select the channel with the greatest potential for reaching and acquiring the right customers.
Skipping this step may mean, wasting time on channels that won’t give you paying customers
Get the Distribution Channel Matrix + every other Stage 1 Toolkit for 12 months, plus access to the EVUNN Doers Community.
₦5,500 today.
Follow the roadmap. Use the tools. Do the work.
What Should I Do Next?
When you started step 8, you were thinking: I don’t know where to find my customers.
Now, you leave step 8 with:
I know where my Best-Fit Customer is likely to be, which channels are worth testing, what I need to test, what evidence matters and where I should focus my acquisition efforts.
You have now completed the full Phase 3 journey:
You have moved from: I have an offer to I know who it is for, why it is different, what to say to them, how to get their attention and where to find them.
That gives you your Market Positioning Blueprint
However, there is still a gap you need to fill to start getting customers. Knowing where your customers are does not mean they will automatically become customers.
Now you need to turn attention into:
Conversations → Opportunities → Customers.
Next? Phase 4: Get Your First Customers
How do I consistently turn the attention I’m generating into real customers?
