MicroConf

MicroConf's first-year ticket sales didn't come from paid ads or viral content. Facebook ads and AdWords both failed to sell tickets in the first year. A pay-with-a-tweet e-book spread widely but sold no tickets.

The book uses this as an example of a channel that looks promising because it spreads, yet doesn't reach buyers.

After a proven first year, price stopped being a barrier to selling MicroConf. Once year one had shown the conference's value, price stopped mattering to buyers.

The book presents this as a contrast with the hard-to-sell first year.