5 Wildly Effective Marketing Moves That I Use to Help Startups Go from Scrappy to Scaled

Most startups don’t fail because their product is bad—they fail because their message gets lost in the noise. As a Fractional CMO and marketing strategist, I’ve seen how unconventional thinking and bold moves can create game-changing momentum for early-stage companies.

If you’re a founder looking to scale from $1M to $10M (without selling your soul or blowing your budget), these are five marketing strategies I’ve used to help startups scale smart—and sustainably.

1. Stop Chasing Trends. Start Owning a POV.

Most startups waste time trying to hop onto trends. But the brands that stand out? They create resonance by taking a stand.

Real-World Insight: Too many startups position themselves around features instead of big ideas. One of the smartest moves I’ve seen? Shifting from describing what a product does to naming the change it represents. When startups do this, they open the door to entirely new conversations—media, investors, and customers all start paying attention.

Try This: Nail your core POV in one sentence. It should make someone either lean in or push back—that’s how you know it’s working.

2. Turn Your Founder Into a Content Engine

People don’t buy logos—they buy from people. Especially in early-stage growth, founder visibility can accelerate brand awareness and build trust faster than paid ads ever could.

Real-World Insight: Founder-led content consistently outperforms branded content in early-stage growth. When founders show up to answer customer and investor questions directly, trust builds fast—and that trust turns into traffic, leads, and visibility.

Try This: Batch-record 5 short videos with your founder answering real customer or investor questions. Share them across LinkedIn, YouTube Shorts, and your email list.

3. Use Scarcity to Spark Demand (Strategically)

No one wants what’s always available. Use limited launches, small batch releases, or capped services to spark FOMO—but only if you can back it up with value.

Real-World Insight: Scarcity done well can be magnetic. Whether it’s a limited-time offer, a capped cohort, or a beta invitation with intention behind it—people respond when something feels both valuable and fleeting. The key is making sure it’s actually worth their attention.

Try This: Package one of your offers into a limited-time or limited-seat format and test a 10-day launch window. See what happens when you control the release.

4. Create Category Curiosity

If you're stuck in a saturated space, invent your own category. Use language your competitors aren't using. Give your method or framework a name.

Real-World Insight: When you give your methodology a distinct name and voice, it separates you from the crowd. Creating your own language invites curiosity and gives people a reason to ask questions—opening the door to deeper engagement.

Try This: Rename your offer or methodology with a fresh, ownable term that piques curiosity. Then build a content arc around what it means and why it matters.

5. Treat Every Touchpoint Like a Micro-Sale

From your Instagram bio to your onboarding email, every moment is an opportunity to reinforce value. Every touchpoint should either build trust or spark desire.

Real-World Insight: Most businesses ignore the post-purchase phase—but that’s where loyalty (and referrals) are born. Every touchpoint after the sale is a chance to wow, reaffirm value, and surprise your customers in meaningful ways.

Try This: Audit your customer journey. Pick one "dead zone" and turn it into a moment of connection, story, or surprise. (Think: a behind-the-scenes founder video or an unexpected bonus.)

Final Thought on your next Marketing MOves:

The leap from $1M to $10M doesn’t come from doing more—it comes from doing differently.

Want support building marketing that actually works for the stage you're in? Let's talk.

✨ Book a complimentary discovery call with me: https://calendly.com/ejmastel/lets-connect