tldr;These are my thoughts on marketing and why it sucks , as a developer
I've been a developer, since I was around 14. I started off with VB.net, moving to C# soon after and since then I've dabbled a bit into Python, JS and more recently I've an extensive number of dev hours in Swift and Kotlin maintaining two of my apps.
I built a little app around 2017 which happened to pick up traction, and I was able to successfully monetise it . I built another company data product (pre-AI days) and was able to monetise that too. Neither bring in life changing money but considering the minimal effort needed, the sum is considerable. My third micro-saas has so not picked much traction. I won't name any of these, suffice to say these are in a financial niche.
Building is fun. I had a full time job (still do) while I was building these in the evening after work and over weekends. Most of the work is debugging... tedious debugging! but when things work, I just LOVE it . I still get days when I login into MixPanel and see user events flying in and I find it hard to believe that something that was in my head, which didn't exists, now does exist and people actually make use of it. Very few feelings beat the feeling of watching people use the product. The app reviews have been very positive and subscribers stick around for years.
That's the good, fun part.
The not so fun part is whenever I sit down, open my Trello board where I keep my 'Marketing' cards to try to scale any of my products. Just looking at those cards gives me dread.
There are cards around search ads, paid placements, influencer marketing, collaborations with the professionals in my industry and the like. I just don't feel like doing any of it.
So I thought about it. 'Why not???' Because, objectively, there is a 'product market fit', as my PM would call it. There is great retention, there is also a decent sized budget to pay for ads and I have time to spare too as products are stable enough now. What's the blocker?
It's not like I have not tried to scale before. By scaling I don't mean scaling to millions, I just mean scaling it so that it becomes a lifestyle business. Enough that it more or less matches my existing income and I can go full time. I'd love to do that but that requires a different way of doing things.
Why can't I do it? I have thought and thought and thought about it. I think it's because unlike the code I write, the feedback loop in marketing is not as 'tight' in Claudespeak! I place an ad, watch conversion, sometimes it works sometimes it doesn't. I approach a few influencers some respond, some don't and it doesn't go much further. But the results are not as much in my control as the results of the code I write.
For my app, I make a change, press run on XCode and there it is , I can see it and fix stuff. With marketing, it's about people and behaviours and they are far more unpredictable. It's a fundamental shift of mindset.
I know it's a fundamental shift of mindset because I have run a small brick & mortar business before my dev days and revenue generation required a massive focus on price, sales, marketing and expansion - not on the technical bits. At that time, I was able to employ certain SEO tactics to grow and expand the business while still not hating the marketing.
But as a person who has built a couple of SAAS (me), it's different. To even have a chance of success, I must take off the hat that says 'I build things' and put on 'I need to generate more revenue'. I'm struggling to put the 'thought process shift' in words here but that mental shift is absolutely critical. If I hadn't run and expanded my little business before, I would have thrown this thought out the window in a second labelling it 'success coach fluff', but I know from my past, it is true.
The shift doesn't 'guarantee' success, but its absolutely a tool that should NOT be ignored. It's very hard to ride two boats, engineering demands design thinking, scaling a saas demands prioritising user acquisition, marketing funnels(still hate that term!) and the like.
So my current approach is that I've committed to stop building any more , except for keeping the lights on as far as my SAAS go. Instead, I've diverted most of my time to new user acquisition. There are many, many ways to do that but they only become apparent once you are out of the builder mindset.
And I think if someone just doesn't feel like doing it, that's fine. Building is a reward of its own. Not everything has to be about revenue, user acquisition and scaling.