2 ms·

That news story specific landing page idea is gold, I'm going to play with that soon

by dmor 14y ago

patio11 14y ago
Glad to have helped. A variant, less useful for launch (too much to do, not enough time to do it, PR outlets institutionally less motivated by it): let's say you desire coverage by, e.g., a particular blogger. You might try to offer the blogger something. The traditional offer is free or discounted $PRODUCT for them personally or for their readers. This is often less than motivational, because a) it can feel like a bribe, b) your $PRODUCT may not solve a problem for the blogger, and c) the blogger may feel that their writeup of you explicitly feels like hawking $PRODUCT. Instead of offering $PRODUCT, get deep enough insight into the blogger or their audience to identify a problem that is of mutual interest of you, then create an exclusive incentive about that. The sky's the limit on options, but if someone on the founding team is an expert about something the blogger's audience cares about, then something like "A 30 minute video tutorial about $SUBJECT by $EXPERT" is incredibly motivational. You can use the offer to create something like that as bait for coverage. Highly motivational, totally above board, scales impressively. (The pitch writes itself. "We want to create something of high perceived value exclusive to your readers. Here's an example of us doing it before. Don't worry, no sales pitch included. Interested? Spiffy -- we can have it ready next Tuesday or delay launch until is convenient for your publishing schedule. Can we get a write-up out of this to introduce this to your readers? It might look something like this...") You can then prepare a landing page for that coverage knowing it will happen, and that landing page should probably have an attractive, mutually beneficial offer leveraging the social proof to the hilt. (I seem to always suggest "Trade something extra for their email address!" so that would be my go-to suggestion.)
deleted 14y ago
[deleted]

That news story specific landing page idea is gold, I'm going to play with that soon

by dmor 14y ago

That news story specific landing page idea is gold, I'm going to play with that soon

Glad to have helped. A variant, less useful for launch (too much to do, not enough time to do it, PR outlets institutionally less motivated by it): let's say you desire coverage by, e.g., a particular blogger. You might try to offer the blogger something. The traditional offer is free or discounted $PRODUCT for them personally or for their readers. This is often less than motivational, because a) it can feel like a bribe, b) your $PRODUCT may not solve a problem for the blogger, and c) the blogger may feel that their writeup of you explicitly feels like hawking $PRODUCT. Instead of offering $PRODUCT, get deep enough insight into the blogger or their audience to identify a problem that is of mutual interest of you, then create an exclusive incentive about that. The sky's the limit on options, but if someone on the founding team is an expert about something the blogger's audience cares about, then something like "A 30 minute video tutorial about $SUBJECT by $EXPERT" is incredibly motivational. You can use the offer to create something like that as bait for coverage. Highly motivational, totally above board, scales impressively. (The pitch writes itself. "We want to create something of high perceived value exclusive to your readers. Here's an example of us doing it before. Don't worry, no sales pitch included. Interested? Spiffy -- we can have it ready next Tuesday or delay launch until is convenient for your publishing schedule. Can we get a write-up out of this to introduce this to your readers? It might look something like this...") You can then prepare a landing page for that coverage knowing it will happen, and that landing page should probably have an attractive, mutually beneficial offer leveraging the social proof to the hilt. (I seem to always suggest "Trade something extra for their email address!" so that would be my go-to suggestion.)

deleted 14y ago

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