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Positioning in Marketing Explained: The Operator’s Guide to Owning a Place in Your Buyer’s Mind

Choose this when one person or a small team has to cover the whole marketing function well.

People see my offer, but don't get why it's for them.

This is a positioning problem, not a traffic problem. Make the "who it's for and why" unmistakable.

Start hereCanon

Own a clear place in the buyer's mind before you do anything else. The single most decision-changing move here.

ThenCanon

Jobs to Be Done Explained: The Operator’s Guide to Understanding What Customers Actually Hire You to Do

Understand the job people are really hiring your product to do.

AlsoCanon

Voice of Customer Explained: The Operator’s Guide to Mining Customer Language for Messaging That Actually Converts

Say it back to them in the exact words they used.

Go deeperReading Path

New to Marketing

The seven-step spine, from understanding the customer to knowing your numbers.

The right people reach my page, but don't act.

Most "conversion" problems are upstream of the button, in the offer and the message. Start there, not with the layout.

Start hereCanon

Value Equation Explained: Alex Hormozi’s Four-Lever Framework for Making Any Offer More Compelling

Is the offer itself compelling, before you touch a single word on the page? This reframes the whole problem.

ThenCanon

Market Awareness Levels Explained: Eugene Schwartz’s System for Writing the Right Message to the Right Buyer

Match the message to how ready the reader already is, or you'll talk past them.

AlsoCanon

Problem Agitate Solution Explained: The Operator’s Guide to the Most Reliable Sales Message in Marketing

Structure the page so the reader feels the problem before you hand them the fix.

The systemBook

Product Market Fit Explained: The Operator’s Guide to Knowing When You Have It — and What to Do When You Don’t

Choose this when one person or a small team runs the whole function.

I'm not sure people actually want what I'm selling.

Before you spend another dollar on marketing, confirm the offer fits a real demand. Nothing else compensates for a no here.

Start hereCanon

Whether the offer genuinely fits a real demand. The one question worth answering first.

ThenCanon

Voice of Customer Explained: The Operator’s Guide to Mining Customer Language for Messaging That Actually Converts

Listen for the demand, and the doubt, in their own words.

AlsoCanon

Jobs to Be Done Explained: The Operator’s Guide to Understanding What Customers Actually Hire You to Do

What people are really trying to accomplish when they buy.

Go deeperReading Path

New to Marketing

The full spine, so demand, message, and numbers line up.

I don't know what to charge, or how to defend the price.

Pricing is a value question before it's a number question. Raise the perceived value first, then set the price with your eyes open.

Start hereCanon

Value Equation Explained: Alex Hormozi’s Four-Lever Framework for Making Any Offer More Compelling

Raise what the offer is worth in their eyes before you touch the number. The most operational first move.

ThenCanon

Price Elasticity of Demand Explained: The Operator’s Guide to Smarter Pricing Decisions

How price actually moves demand for the thing you sell.

AlsoCanon

Irresistible Offer Explained: The Operator’s Guide to Building Offers That Sell Themselves

Make the price feel like the smallest part of the decision.

Go deeperReading Path

Price & Package Your Offer

The full arc, from value to price to an offer that's hard to refuse.

I'm spread across too many channels and nothing's working.

Scattered effort is the problem. Win one channel before you touch a second.

Start hereCanon

Bullseye Framework Explained: The Operator’s Guide to Finding the One Acquisition Channel That Actually Works

Find the one channel that actually works instead of spreading thin across ten.

ThenCanon

Dream 100 Explained: Chet Holmes’ System for Landing Your Best Customers

Concentrate on where your buyers already gather.

The systemBook

CAC LTV Ratio Explained: The Unit Economics Every Operator Needs to Know

Choose this when you need one coherent plan instead of ten half-run tactics.

I can get customers, but the numbers don't add up.

Growth that loses money isn't growth. Get the unit economics honest, then fix the leak.

Start hereCanon

The ratio that tells you whether acquiring a customer actually pays. Start here because it reframes every other decision.

ThenCanon

Customer Lifetime Value Explained: The Number That Unlocks Your Acquisition Budget

What a customer is really worth over time, and what you can afford to spend to get one.

AlsoCanon

Marketing Hourglass Explained: John Jantsch’s System for Turning Customers into Your Best Salespeople

The back half, repeat and refer, is usually where the economics turn.

The systemBook

Choose this when you need the whole engine measured, not just the front of it.

I'm doing all the marketing myself and it's scattered.

You need a system, not more hustle. Cover the essentials, pick one channel to win, and know the one number that governs the rest.

Start hereBook

Bullseye Framework Explained: The Operator’s Guide to Finding the One Acquisition Channel That Actually Works

Choose this when one person or a small team has to cover every essential function well. The system comes first here.

ThenCanon

Pick the one channel to win first instead of doing everything at once.

AlsoCanon

Customer Lifetime Value Explained: The Number That Unlocks Your Acquisition Budget

The number that tells you what you can afford to spend to grow.

Don't see your problem? Search the Marketing guides →

My scenario suddenly stopped working.

Start by finding what changed, not by rebuilding. Most sudden failures trace to one moved field or a changed response.

Start hereField Guide

Why a Make scenario silently stops firing

The fastest checks, in order, for a scenario that worked yesterday and doesn't today.

ThenField Guide

Rebuild broken mappings after a schema change

When an upstream app changed its data shape and your mappings went blank.

The systemBook

Fix "InvalidConfigurationError" in Make

Choose this when you need to build and maintain production scenarios without trial and error.

I can't tell which field is causing the error.

The error message usually points at the symptom, not the cause. Isolate the one broken field first.

Start hereField Guide

Find the one broken field the error message isn't pointing at.

ThenField Guide

Read a Make error bundle without guessing

Turn the raw error into the exact module and field to fix.

The systemBook

Rebuild broken mappings after a schema change

The full diagnostic method behind these guides.

My data structure changed and my mappings broke.

A schema change quietly empties mappings. Re-map deliberately and add a guard so it doesn't happen silently again.

Start hereField Guide

Restore the connections and confirm nothing downstream is still empty.

The systemBook

Trace a Make scenario that runs but returns the wrong data

How to make a scenario resilient to upstream changes.

The scenario runs, but the result is wrong.

"Green but wrong" is a logic problem, not an error. Trace the data through each module to find where it diverges.

Start hereField Guide

Follow the bundle step by step to the module that changed it.

The systemBook

The production-readiness checklist for Make

The debugging discipline for logic errors, not just failures.

I need to make this scenario safe enough for production.

Production means error handling, alerting, and recovery, not just a scenario that happens to work today.

Start hereField Guide

Error handlers, alerts, and rollbacks before it carries real work.

The systemBook

Diagnose a FunnelKit automation that stopped firing

Choose this when the scenario has to be reliable, not just functional.

Don't see your problem? Search the Make.com guides →

An automation isn't firing.

Start with the trigger and the entry conditions before you touch the emails. Most "not firing" issues are upstream of the send.

Start hereField Guide

Check the trigger, the entry rules, and the contact's path in order.

The systemBook

Fix overlapping automation entry rules in FunnelKit

Choose this when you need reliable funnels, checkouts, and lifecycle automations.

Customers are entering the wrong sequence.

Overlapping entry conditions send people down the wrong path. Map the rules before editing any single automation.

Start hereField Guide

Make each contact enter exactly one intended sequence.

The systemBook

Reduce friction in the FunnelKit checkout

How to design journeys that don't collide.

Checkout conversions are lower than expected.

Checkout is part friction, part offer. Fix the mechanics first, then bring the marketing lens to the offer itself.

Start hereField Guide

The fields, steps, and bumps that quietly cost you orders.

ThenCanon

Value Equation Explained: Alex Hormozi’s Four-Lever Framework for Making Any Offer More Compelling

Sometimes the checkout is fine and the offer is the problem.

The systemBook

FunnelKit emails not sending or landing in spam

Choose this when you want checkouts that convert and hold up.

Emails aren't sending, or they're landing wrong.

Delivery is usually configuration, not content. Confirm the sending setup before you rewrite anything.

Start hereField Guide

Sending service, authentication, and deliverability, in order.

The systemBook

The reliable sending setup behind the guide.

I need to build a complete customer journey.

Start from the journey you want the customer to take, then build the automations to match, not the other way around.

Start hereBook