Step 8 — Choose Where To Reach Them

The Problem We’re Solving

“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.”

You 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

But there is still one important question:

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 being where your customer is does not automatically make a 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

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.

Identify → Shortlist → Test → Compare → Focus

That is the EVUNN approach.

📖 Recommended Book

Traction

Authors: Gabriel Weinberg & Justin Mares

Role in Step 8: Supporting Book

Status: Optional / Read Selectively

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

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.

This fits Step 8 because 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 This Book 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 particularly useful 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?

OPTIONAL

You do not need to read the whole book before completing this step.

Your primary objective is to execute the EVUNN channel-selection process.

Read it 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.

1. Bring Forward Your Best-Fit Customer

Start with the customer you defined in Step 1.

Ask:

Who exactly are we trying to reach?

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 matters 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:

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 learned about the customer.

3. Identify Your Potential Channels

Create a longlist of realistic channels.

For example:

Search

• Google

• YouTube Search

Social

• LinkedIn

• Instagram

• Facebook

• TikTok

• X

Relationship

• Referrals

• Partnerships

• Professional networks

• Industry associations

Direct

• Email outreach

• LinkedIn outreach

• Direct introductions

Events

• Workshops

• Webinars

• Conferences

• Speaking

Communities

• WhatsApp groups

• Professional communities

• Industry groups

Owned Channels

• Website

• Email list

• Blog

• Podcast

• YouTube

You are creating possibilities.

You are not choosing yet.

4. Evaluate Channel Fit

Now ask whether each channel actually fits your customer and your business.

For each potential channel, evaluate:

Customer Presence

Are your Best-Fit Customers actually there?

Problem Activity

Do they discuss, search for or seek help with the problem there?

Reachability

Can you realistically get their attention?

Trust

Can you establish enough credibility for them to consider your offer?

Buying Relevance

Does the channel influence their buying journey?

Conversion Potential

Can activity on the channel realistically lead to:

Conversation → Opportunity → Sale?

Cost

How much money will it require?

Effort

How much time and work will it require?

Execution Fit

Can you realistically use the channel consistently?

5. Shortlist Your Top Three

Do not test every possible channel.

That creates unnecessary complexity.

Based on your evaluation, select:

Channel 1

Channel 2

Channel 3

These are your most promising acquisition hypotheses.

The fact that your customers are present there is important.

But you still haven’t proved that the channel will work for you.

6. Define Your Channel Hypothesis

For each shortlisted channel, complete:

We believe our Best-Fit Customer can be reached through __________ because __________.

Then:

We believe they will respond to __________.

And:

We expect this channel to produce __________.

For example:

We believe newly promoted managers can be reached through LinkedIn because they actively consume professional leadership content there.

We believe they will respond to practical content about their first 90 days as a manager.

We expect this to generate qualified conversations.

You now have a testable channel hypothesis.

7. Decide What You Will Test

Don’t simply “try LinkedIn.”

Define the actual acquisition mechanism.

For example:

LinkedIn

Customer: Newly promoted managers

Message: First-90-days leadership problems

Activity: Situation-based educational posts

Hook: Problem-based hooks from Step 7

Call to Action: Leadership assessment

Desired behaviour: Qualified conversation

Referrals

Customer: Business owners

Source: Existing professional network

Activity: Structured referral request

Trust mechanism: Previous experience/results

Desired behaviour: Introduction to a qualified prospect

Workshops

Customer: HR professionals / newly promoted managers

Activity: Practical workshop

Trust mechanism: Demonstration of expertise

Desired behaviour: Consultation or programme enquiry

The channel itself isn’t the strategy.

The mechanism is the strategy.

8. Design a Small Channel Experiment

You don’t need to launch a massive marketing campaign.

Design the smallest experiment that can give you useful evidence.

For each shortlisted channel, define:

Channel

Target Customer

Message

Activity

Time Period

Call to Action

Expected Behaviour

Success Signal

9. Test Customer Behaviour

This is where you move beyond assumptions.

Don’t measure only:

• Followers

• Likes

• Views

• Impressions

Those can indicate attention, but they don’t necessarily indicate customer acquisition.

Look for movement through the customer journey:

Attention

↓

Engagement

↓

Profile / Website Visit

↓

Enquiry

↓

Conversation

↓

Qualified Opportunity

↓

Purchase

The strongest evidence is behaviour that moves the customer closer to buying.

Measure movement toward the customer—not just activity on the platform.

10. Compare The Results

After testing your shortlisted channels, compare the evidence.

Ask:

Which channel reached the right people?

Not simply the most people.

Which channel generated meaningful engagement?

Not just passive views.

Which channel generated conversations?

Which channel generated qualified opportunities?

Which channel generated customers?

How much effort did each channel require?

How much did each channel cost?

This gives you a more useful comparison than simply asking:

“Which channel got the most engagement?”

11. Choose Your Primary Acquisition Channel

Now make the decision.

Choose the channel that shows the strongest combination of:

Customer Fit

Commercial Potential

Evidence

Execution Feasibility

Your primary channel is not necessarily the channel with the largest audience.

It is the channel where you have the strongest evidence that your effort can produce the right customers.

12. Choose A Supporting Channel

Once you have selected your primary channel, choose one supporting channel if appropriate.

Its role is to strengthen the primary channel.

For example:

Primary: LinkedIn
Supporting: Email

or:

Primary: Referrals
Supporting: LinkedIn

or:

Primary: Workshops
Supporting: WhatsApp

Don’t build five channels simply because you can.

One strong channel is better than five neglected channels.

13. Create Your 30-Day Channel Plan

Now turn the decision into execution.

Define:

Primary Channel

Target Customer

Core Message

Main Hook Themes

Customer Acquisition Activity

Call to Action

Weekly Activity

Metric That Matters

30-Day Goal

You now have a practical starting point rather than a vague instruction to “do marketing.”

14. Keep Testing

Choosing your primary channel does not mean you have discovered the perfect channel forever.

Markets change.

Customers change.

Your offer changes.

Your message changes.

Your capabilities change.

So continue to learn.

If the channel produces strong results:

Focus and improve.

If it produces weak results:

Diagnose and adjust.

If the evidence remains poor:

Test another channel.

The goal is not to find a channel once and never change it.

The goal is to develop a repeatable customer-acquisition system.

🧠 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

But more channels do not automatically mean more customers.

They often mean:

More work → less consistency → 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 — Greg McKeown

Use this only if you are struggling to focus because you believe you need to pursue multiple channels simultaneously.

Big Idea

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.

🔓 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, 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.

→ Unlock The Toolkit

One Payment. All Stage 1 Toolkits. Yours For Life.

No monthly subscription. No recurring fees. Just the tools you need to execute.

→ Unlock All Stage 1 Execution Toolkits

Your Step 8 Output

By the end of this step, you should have a:

CUSTOMER ACQUISITION CHANNEL BLUEPRINT

Containing:

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

What You Should Now Know

You entered Step 8 thinking:

“I don’t know where to find my customers.”

You leave knowing:

“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:

Best-Fit Customer

↓

Buying Situation

↓

Alternative Landscape

↓

Position

↓

Differentiation

↓

Core Message

↓

Attention Hooks

↓

Customer Acquisition Channel

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

But there is still a gap.

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 — GET YOUR FIRST CUSTOMERS

“How do I consistently turn the attention I’m generating into real customers?”