A product built for people who feel lost or overwhelmed in their faith is, by nature, looking for an audience that does not always know what to search for. That makes acquisition genuinely hard. But there is a more honest layer to this challenge: marketing and social media are not natural territory for me. Learning to build the product was difficult, but it came with a clear feedback loop — something works or it does not. Marketing does not work that way. The feedback is slower, the rules feel less logical, and the skill set is almost entirely different from anything I have trained for. In many ways, learning how to talk about Waymark publicly feels harder than learning how to build it.

Social media is the primary channel being explored, but faith content on platforms like Instagram and TikTok exists in a crowded and sometimes noisy space. Finding the right voice — one that reflects the calm and clarity of the product rather than performing for an algorithm — is an ongoing tension. The current approach is organic: short-form content that leads with the real problem, plain-language Scripture breakdowns that demonstrate the value before asking for anything, and showing up consistently in the spaces where people are already talking about faith. Paid acquisition is not yet viable. Word of mouth is slow. But the strategy is to earn trust publicly the same way Waymark earns it privately: one honest, useful moment at a time.