With an economic downturn on the horizon, more people are searching for alternative income sources. Some of UniFans creators are pursuing careers as anime creators, while others are selling commissions as a side business. But whether you’re launching a creative career or as a side hustles, one common challenge arises—marketing uncertainty.

If you're starting from scratch, here are a few key lessons that can help:

• Your product comes first. Positioning and messaging come next.
• Avoid spending money on ads in the beginning.
• Your best asset is your time.
• Don't stress over quality at the start.
• Leverage offline exposure.
• Enjoy the process.

Positioning and Messaging Matter

When starting out, achieving product perfection is often unrealistic, especially in the creative industry where there is always areas for improvements. Instead of being too conscious of your own work, focus on what other people want to see. A lot of time creators have a lot of pride in their work that they are not willing to pivot. If you want to earn money with your creative work, adapt, position yourself to target niche communities and position yourself differently on channels. For example, a female model and Phd dropout Zara Dar got popular in early 2025 for posting Math content on OnlyFans while Chang Hsu was infamous for earning $270,000 per year by uploading calculus lessons on Pornhub.

Don’t Spend Money on Ads

If you are looking to grow own website, paid ads rarely yield good returns. Without brand recognition, your return on investment (ROI) will be extremely low. I’ve tested this firsthand—when refining a landing page and messaging, my Cost Per Signup (CPS) dropped from $45 to $3 over three months. However, this cost me $8,000 CAD, with an ROI of less than 1%. While this investment was useful for messaging tests, most beginners would be better off investing in their product instead of ads.

Ads can bring quick traffic, but they don’t offer sustainable growth. Instead, prioritize organic strategies:

• Content marketing – Share valuable insights via blogs, Reddit, X (formerly Twitter), niche forums, and communities.
• Community engagement – Build connections by interacting with potential customers in relevant spaces.
• Consistent posting – Regularly share updates about your product, business, and industry.

Early on, your biggest asset is time, so use it to test positioning, engage your audience, and refine your messaging.

Don’t Stress Over Quality

A common misconception is that your product needs to be polished and "perfect" from day one. The truth? Early adopters don’t expect perfection—they care about whether your product solves a problem for them.

Whether you’re launching a SaaS product with basic functionality or a Shopify store with simple packaging, what matters is finding the right audience. Once you do, they won’t care if your offering is rough around the edges. Just keep publishing, iterating, and refining daily.

Offline Meetups

With the rise of digital marketing, many people forget that offline interactions remain a fundamental growth driver. Not every business thrives solely online.

Take artists, for example—if your work isn’t gaining traction online, try showcasing it at local galleries or setting up a booth at events. A client of mine struggled to sell imported dinnerware online, so they pivoted to driving a van across Toronto and selling at flea markets. The result? They finally moved their inventory.

Never underestimate the power of face-to-face interactions.

Balance Risk and Expectations

Not everyone is an entrepreneur, and many small business owners are risk-averse. The key is balancing risk with realistic expectations.

• If you’re taking small, calculated risks, treat each step as a challenge and enjoy the learning experience.
• If you’ve already made large investments, be prepared to accept sunk costs and pivot if necessary.

Building a business is a journey—some steps will be uncertain, but with the right approach, you’ll find your way.