Traction: A Startup Guide to Getting Customers

When WP Engine has prospects they know are not ready to convert, they put them on a different list where they send them (less frequent) monthly emails with relevant content. When it later comes time for these prospects to go looking for premium WordPress hosting, you can guess where they go.

In other words, in phase II you have established product/market fit and now are fine-tuning your positioning and marketing messages.

Blogs compete to get stories first, newspapers compete to ‘confirm’ it, and then pundits compete for airtime to opine on it. The smaller sites legitimize the newsworthiness of the story for the sites with bigger audiences.”

These native ad platforms make your content look like any other piece of (native) content on the target site.

Need-payoff questions. These questions focus attention on your solution and get buyers to think about the benefits of addressing the problem.

content on StumbleUpon – they are the content. When people hit the “Stumble” button, they will be directed to a paid piece of content that looks just like any other site on the network.

They were particularly successful reaching out to influential people on Twitter. They would simply follow marketing mini-celebrities and ask them for feedback on recent posts.

receive your glasses, they encourage you to post pictures of yourself to social sites for feedback from others.

customers and 3–4 prospects to a dinner with 2–3 employees and some other interesting guests you’ll be doing well. Potential customers always prefer to talk to existing reference customers than to talk to just your sales reps.