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#1 Generating media attention before the message
is clear and the spokesperson is ready
Media attention is great, IF the coverage is good. But
start ups often go after the media before they're ready.
A big play in Computerworld, the Wall Street Journal or
Moneyline can set the company back significantly if the
spokesperson comes across as uninteresting, unclear, or
defensive.
#2 Believing one presentation fits all
We recently heard of a start up CEO who gave a group of
analysts the same presentation he had given to venture
capitalists. Different audiences, different needs,
different WHAM! Yes, we know everyone is already
stretched thin and working long hours, but VCs, analysts
and the press are audiences crucial to success. If no
one in house can put together a powerful presentation,
hire an outside source to do it. It's too important to
leave to amateurs.
#3 Assuming the
product/technology/service will sell itself
Lots of things have changed in the past few years. But
one thing remains the same: People will not beat a path
to your door if you build a better mousetrap, unless,
they a) know it exists; b) are convinced it really is
better; and c) their current situation is painful enough
that they have a desire to change.
#4 Lacking articulate, excited Beta
users or early adapters willing to "go public"
Reporters crave the opportunity to talk to a real
live user. From the very beginning of beta testing be
looking for willing customers and exciting stories.
(There are ways around this lack of users willing to
comment publicly, but that is a separate topic!)
#5 No "Story!"
Start-up entrepreneurs often get so caught up in their
solution, they forget to mention the problem they set
out to solve. Venture capitalists, analysts, potential
customers, and especially the media need "The Story."
Part one of "The Story" is the
pain/frustration/fear/loss that your solution solves.
Part Two is your solution filtered through The WHAM!
Factor™ for audience.
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People will not
beat a path to your door if you [only] build a better mousetrap. |
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