“If you're juggling a full-time job and you're also trying to do customer acquisition through marketing, you should pick a channel that is energizing to you and that you can do reliably and that you don't dread doing. For me that was content marketing, but for other people it literally might be knocking on doors talking to customers face to face.”

Pick A Marketing Channel That Energizes You Rather Than The “Best” One

Limited evening energy means the wrong channel quietly kills the project. Ben matched the channel to his personality so marketing felt like recovery time, not a second job, which let him sustain it across years while employed. Channel-personality fit beats channel optimality when hours are scarce.