Ask HN: How to get major bloggers write about my bootstrapped startup?
Hey guys, my startup http://visualwebsiteoptimizer.com/ (A/B testing tool) is just out of beta and we launched paid plans early this week. To announce that we have launched, I had mailed a personalized pitch to Mashable, RWW, TechCrunch, LifeHacker. But no one replied!
I know they must be getting 100s of pitches daily but I think our story is as good as other startups that they cover. We are bootstrapped, had 1200 beta users and now in the first week have actual paying users (with very close to being profitable). Users think our tool beats Google's tool by a huge margin (http://visualwebsiteoptimizer.com/testimonials.php) and it is actually very helpful to small businesses and marketers (in beta, we have user case studies where sales and conversions got increased by 20-90%). So, what's wrong with the pitch? Based on what I read, I even mailed link to this 2 minute short video: http://www.youtube.com/watch?v=0YYNebfuvLc
I realize that getting covered on a major blog doesn't ensure startup success, but it is still a great way to announce to the world that you are open for business. So, what is the best way to get major bloggers write about my startup?
Are bloggers not writing about us because we are bootstrapped, based out of India and non-YC (or associated with a similar program)? Is there anything wrong with my approach?
Published in 2010, this chronicle by @paraschopra details the mechanics of building a profitable, self-funded business without venture backing.
The community focused on B2B customer acquisition channels, cold email vs SEO distribution, and balancing full-time employment with side-project development.
I haven't worked directly with any of the people you mentioned, but with a background in PR I'll give you some general info.
They're not dealing with 100s of pitches per day, they're dealing with 1000s. (That may or may not be completely accurate, but it's true in spirit.) And these publications are not there to serve the world of tech, they're there to serve the relatively small ecosystem of people that they're a part of. Most of the stories they publish will come to them via established channels (a particularly capable PR person, a friend, a fellow journalist).
For the most part, I would say your pitch isn't really even considered. It's not considered because it's not part of a small group of pitches that have to be considered (because of previous ties). To put it another way, there's already enough on the table and ignoring you isn't a political risk.
So, what you're asking for is almost impossible. But so is starting a startup and finding customers, so you're getting used to it.
My advice:
1. Figure out if you really, really need coverage. Ask yourself if it's worth the energy (most of which will be wasted). If you are finding paying customers, personally I would focus all of my attention on that. In my market and because of my previous work, we can get published more or less when we decide to. But we don't. We focus on product and customers (we're currently stealth-mode on something).
2. If it truly is strategically imperative (and not just an ego milestone) you need to track down individual humans at each of the publications and get them on the phone, whatever that takes. Don't be afraid to start at the top.
3. When you get someone on the phone be short, professional and polite. You're not calling to establish how mind blowing/game changing your product is. You're calling to make an impression as someone that needs to be watched. Have a less than 30 second pitch worked out (and practiced).
Good luck.
(Disclaimer: My last startup (now sold) has been mentioned multiple times on all of the blogs you mentioned. I even turned down a full profile on TC because I thought we couldn't scale.. I'm still kicking myself over this ;-))
You need to focus. The e-mail you posted here is well written, but too generic to make an impact nowadays. You need to tailor your story to fit the sources you're most interested in. You will not get coverage on even three of the sites you mention, since they're all keen to get exclusives, so don't bother with the mass mails. Foster some relationships.
Look at the blogs you're targeting. Really look. Your e-mail provides no story - it asks me to come up with one and try to fit you in to it. This distinction is important, especially for Mashable, RWW, and LifeHacker. Go through their stories and look for patterns. On RWW you'll see a mix of "news" about well established companies and "how to" type stuff often featuring smaller companies (like yours). Mashable is very list and "soft" news oriented (note posts about Justin Bieber, dating, and "happiness." LifeHacker is very "how to" based.
Your story is basically "news" but it's not a "story." You need to seed the bloggers who are looking for stories (like the above three) with stories, not release news.
(I could write a lot about this but I've been up ages and need to get a few hours sleep before going to the in-laws.. I hope you can sympathize.. :-) Any questions, ask away and I'll be back later.)
I dont know if there is anything necessarily wrong with your pitch. These days however, getting on one of these huge sites is HARD, so hard that its not worth your time.(I mean if you get covered great, bonus, but I wouldn't worry about it)
My suggestion is that if you want to get your startup talked about is to not focus on these generalist first tier blogs. You want to focus on the second tier. So basically find blogs that are interested in your startups space and have a fairly large following an pitch to them. They don't have people beating down their door to pitch to them like these other large sites.
The upside of these smaller second tier blogs is that their readers are generally passionate about their bloggers. Generally the readers of these blogs feel a connection to the bloggers they are reading(as they are individuals, not companies) and when they say they think a product is great, or interesting, or that their readers should check it out, the readers do.
These bloggers generally do around 3-5 posts per week, so you also don't have to worry about the post about your product getting lost in the mix.
I think there are two things at play here:
1. Your product is not easy to understand or write about in a consumer-facing blog. Mashable and LH are probably not your target audience. You want big blogs about web development, analytics, SEO, PPC and that kind of thing to write about you. Don't just go for the obvious big names, but go for the big names that your target market reads. Pop quiz: name the two most famous bloggers in A/B testing world.
I think that's your main mistake.
2. There is a difference between quick news posts vs analysis posts. Your pitch email (as per another thread) is just the wrong way to target blogs with very different strategies. Mashable likes to be the first with any big breaking news. RWW is the more thoughtful of the bunch in that they take their time to think about the big picture. TC is very interested in deals: raising funding, getting bought out, etc. Your email needs to target each blog properly. In short, each want something different because they've built a following that expects that.
So my question to you: what did your email offer each blog to get them interested?
I've heard about your software form somewhere other than the websites you listed :) So at least you're doing something write on the marketing front!
My experience is that the blogs either run very minimal 'skim' pieces based on a press release (which they probably don't like but owe someone a favor) or a solid piece based on a single event.
Like Peter said, build a story... but make it relevant to today's events. It's almost like submitting a story to Digg.
Look at things going on with the blogs (i.e. location mobile app hype) and figure out a way that you can use your software to provide them a great story on that relevant news. For example 'VWO profiles Foursquare, Gowalla, Company X - here's why Foursquare wins' or something along those lines.
You need to present a compelling article, video, blog post or infographic that they can quickly skim, instantly get it, then can easily summarize it in a post.