One of the most commonly recycled metals today is brass, an alloy composed of copper and zinc, known for its numerous beneficial properties. You might use brass daily without even realizing it. This guide will help you identify everyday brass items and become a more informed recycler.

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Identifying Brass

Brass is usually yellow-gold, with its color indicating its copper and zinc proportions. Higher copper content usually gives brass a reddish hue, while more zinc results in a silvery appearance. Therefore, brass can range from reddish-gold and bright gold to silvery-white colors.

Like copper, brass is highly malleable, making it easy to shape into sheets and wires. It also resists corrosion, adding to its versatility. This is why brass finds applications in many unexpected places.

There are countless customer acquisition channels available. From experience, testing different channels quickly helps identify what works best for your business.

But where should you start? Since your team's scarcest resource is time, you need to focus on the right channels from the get-go.

In this article, you'll discover a step-by-step guide called the BRASS Method, designed for selecting the most effective channels to test. This method has been refined over several years and tested on many companies. Hopefully, it will be useful for yours as well.

Why Customer Acquisition is Crucial

While other growth metrics like retention and revenue are essential, driving topline growth by acquiring new users is immensely satisfying and vital for your company. More traffic means more opportunities for experimentation and product engagement.

How to Attract More Website Visitors

Many methods exist for user acquisition. Although numerous resources are available, your approach should be tailored and diversified.

Diversify or Focus?

Diversify to Mitigate Risk

Reliance on a single platform or acquisition technique is risky. For instance, changes in Facebook or Google's algorithms can significantly impact your traffic and strategy. Therefore, it's essential to diversify your acquisition channels to reduce such risks.

Focus on What Works

Conversely, some argue that startups should concentrate their efforts on the channels that show early signs of success. Just like in blackjack, doubling down on what works can amplify your outcomes.

Brian Balfour suggests startups prioritize winning channels due to limited resources.

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The Conclusion

Try to find 2 or 3 channels that perform well, balancing between reducing risk and maximizing results. Here's a framework to help you identify which to test first:

The BRASS Method: Step-by-Step

This simple framework aims to guide you through selecting the right user acquisition channels. It's based on two premises: asking the right questions can help identify existing answers (Plato's Maieutics) and involving more people in brainstorming can lead to better decisions (The Wisdom of the Crowd).

Step 1: Gather Your Team

Diversity is key here. Involve your CEO, technical people, marketing teams, sales, copywriters, and analysts. Mixing those in direct contact with customers with creative minds often leads to ingenious ideas.

Step 2: Brainstorm Techniques

Get Creative

Include traditional and out-of-the-box methods. For instance, HubSpot's Twitter Grader generated significant buzz, while Ryan Holiday's partnership with Bittorrent created a massive outreach for his book.

Research

Spend time on websites like growthhackers.com for numerous user acquisition ideas.

Be Detailed

Specify what type of content or outreach you plan and how you will execute it during brainstorming sessions.

Step 3: Apply the BRASS Criteria

List all your brainstorming ideas and provide a brief description and score each based on the BRASS criteria.

Voting

Use poker scrum to vote, where everyone shows their score simultaneously, then average them out.

BRASS Criteria:

Blink

Your initial gut feeling about the idea, without overthinking.

Relevance

Assess how pertinent the technique is to your target audience and product.

Availability (Ease & Cost)

Evaluate how easy and cost-effective it is to set up and whether you have the necessary resources.

Scalability

Consider whether the technique can be scaled if successful.

Score and Select

Multiply your scores to identify the top 3 or 4 channels to test first. These are likely to be the most effective.

Ultimately, designing experiments around these winning channels will help you move forward. Tests should be time-boxed with clear goals and success criteria.

For more tips, refer to this excellent Test Card by Strategyzer.

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