The Channel Selection Decision Tree: Choose Distribution by Product Shape

Most early distribution advice is backwards.

It starts with channels (“do SEO,” “do ads,” “go viral”) and then tries to force your product into them.

A better approach is to start with product shape:

• What does the product output?
• What does the buyer need to believe?
• What is the pricing model?
• How does trust get transferred?

Then choose the channels that match.

This article provides a simple decision tree.

Step 1: Identify your product shape

Use these questions:

1. Is the value immediately demoable?

   • Can you show the “aha” in under 60 seconds?

2. Is the value shareable?

   • Does the product create an artifact people want to share publicly?

3. Is there established comparison intent?

   • Do buyers search “alternatives” and “vs” in your category?

4. Is the buyer local-language or identity-driven?

   • Is there a strong wedge in language, norms, compliance, or trust?

5. What is the price shape?

   • low-ticket self-serve
   • mid-ticket self-serve
   • high-ticket sales-assisted

Step 2: Map shape to channels

If value is demoable → trust-asset channels

Primary channels:

• short demo video
• live demo/webinar
• feature-first launch narrative

Why: trust transfers through seeing.

If output is shareable → viral loop channels

Primary channels:

• public artifacts (badges, scorecards, benchmarks)
• trend-driven distribution (waves)

Why: sharing is the distribution.

If comparison intent exists → bottom-of-funnel content

Primary channels:

• alternatives/versus/best-of pages
• comparison landing pages

Why: you intercept decision-time traffic.

If language/identity wedge exists → localization + local SEO

Primary channels:

• localized landing pages
• local communities
• non-English SEO

Why: fit is the differentiator.

If price is high-ticket → sales motion channels

Primary channels:

• outbound to a curated list
• high-trust demos
• paid acquisition only after economics gate

Why: high-ticket requires qualification and belief.

Step 3: Choose primary + secondary

A practical rule:

• Choose a primary channel where you can run 3–5 tests in 7–14 days.
• Choose a secondary channel that shares assets with the primary.

Examples:

• Feature-first launch (primary) + waitlist nurture (secondary)
• Trend-driven distribution (primary) + shareable artifact loop (secondary)
• Comparison pages (primary) + waitlist capture (secondary)

Step 4: Add the economics constraint

Channel choice is constrained by pricing.

• If you need paid acquisition, the economics must support it.
• If you’re low-ticket and can’t rely on virality or SEO, the model may be wrong.

Common mistakes

• Picking channels based on founder preference rather than product shape.
• Trying to run ads without validating the sales motion.
• Doing SEO without bottom-of-funnel intent.
• Doing virality without a shareable artifact.

Takeaways

• Choose distribution by product shape, not trends.
• Map demoable value to trust-asset channels.
• Map shareable outputs to viral loops.
• Map comparison intent to BOFU pages.
• Let pricing and economics constrain channel choices.