Many folks over the past year have asked me about the press GTIO has received—Especially new startup founders…I wanted to share my two sense here. Hope it helps when thinking about getting some attention for your startup.
1. Entering contests:
When you have a young startup, you have very little cash. You have to look for ways to kill two birds with one stone…what this translated to for us was: I need money. I need press =Contests. Contests are a great way to show off what it is you are doing, pitch interesting people, and finally, spark the attention of the media. Only enter free contest, and it’s icing if there’s the opportunity to win cash. Contests were a great way I got GTIO off the ground.
Examples:
SXSW Microsoft Business Sparks Accelerator
Business Insiders Startup Contest- The Mobile Revolution
2. Targeting:
When you reach out to press, I have found it’s much more effective if you actually reach out to someone who finds what you are doing to be interesting. Target folks who write about your industry/your space (a la, read what they write about over time!)…and then be able to explain to them (in one line) why your business is game changing. Answer your “So what?” for them. One, two lines max.
Example:
“GO TRY IT ON is transforming the social retailing space by helping people answer the question, what should I wear?”
(Hopefully, catchy,…addresses a big market, yet in a simple way)
3. Analogies:
I’m lucky that GO TRY IT ON is pretty self explanatory in what it is we do…But even I have worked at making the concept sound as simple as possible when speaking to press/media/business development partners. I’ve found that analogies can go a long way…
Example:
We are the Yelp of fashion…or the “Kayak for deals” –Yipit, or we are like a physical pin board online- Pinterest…) I’m very visual, so I also always link to our website in emails…a picture IS worth a 1000 words…so never pitch press without being able to show them something (a website, a demo, a deck…)
People respond very well to concepts they already are familiar with…you are dealing with new territory …you need to hold their hand as you explain to them your new and different idea…you do this by showing them what you are like which already exists today, and then sharing what’s different.
