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Getting a startup noticed is hard, as Dave Gerhardt, a marketing specialist who worked at various tech companies, noticed. Nobody wants to hear from yet another company, but the founder could act as the spoke-person, bringing:
Trust : People want to buy from people, not faceless companies
Expertise & Content: We all wanna hear from the experts
Authentic Leadership: The founder should be authentic & interesting individuals.
If you are the founder of a tech startup stop thinking of yourself as the CEO.
Become the CSO, Chief Storytelling Officer.
The first step is framing the founder’s story. The founder is the leader of this movement, but the story must tie back to the company. Dave recommends answering these stories:
Dave proposes a 3 stop process to market a company through its founder:
The founders are usually lacking the time, but startups who are movements need a leader. So:
A niche is a specialized segment of the market for a particular kind of product or service. When you have a niche, it means that you have a clear focus on your intended, targeted customer for today. Not the vision of the product you are selling, the product you are selling right now.
The niche works best when you create a villain. It gives you a conflict, and allows for conflict resolution. You want your brand’s product or service to be seen as the resolution to that struggle - a hero to save the day.
ex: Drift's enemy were website forms.
Elevator Pitches are too abstract. Try an explainer instead. The goal of the explainer is to get the attention of your potential audience.
The format is like this:
Ex: “You know when you go to a website u have to fill out forms to do anything? “Instead of making people jump through hoops, Drift is like having a 24/7 assistant..."
In the early days, nobody will be interested in telling your story for you. You, the founder, have to take the lead. You have to think of your company as a media company and become a publisher:
Consistency is key: Stick to the niche. Stick to the schedule. You need to do it for at least 6mo before seeing any tangible results.
Life-long learner. Passionate about leadership, entrepreneurship, philosophy, Buddhism & SF. Founder @deepstash.
Dave was the CMO for Drift, where he struggled getting attention. He turned to the founder to break through the noise ...
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