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Aint nobody got time for that: Hacking attention and PR for developers and small startups

Date post: 28-Jan-2018
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Ain’t nobody got time for that Successful PR for developers, tech startups and introverts
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Page 1: Aint nobody got time for that: Hacking attention and PR for developers and small startups

Ain’t nobody got time for thatSuccessful PR for developers, tech startups and introverts

Page 2: Aint nobody got time for that: Hacking attention and PR for developers and small startups

Sebastian [email protected]

@rumberg

6Wunderkinder Blinkist LokLok HitFox Group FinLeap Arnold Schwarzenegger Box Drivy Udacity Stack Overflow Starship Technologies

Page 3: Aint nobody got time for that: Hacking attention and PR for developers and small startups

35 consultants in 3 offices create attention for 60+ high-growth tech companies across Europe.

Page 4: Aint nobody got time for that: Hacking attention and PR for developers and small startups

We turn founders into sought-after experts

aboalarm · Expert for consumer rights after one year

Page 5: Aint nobody got time for that: Hacking attention and PR for developers and small startups

We bring startups into the mediaflightright · 800 Clippings per month

Page 6: Aint nobody got time for that: Hacking attention and PR for developers and small startups

A few lessons firstAfter 12 years in journalism and PR

Page 7: Aint nobody got time for that: Hacking attention and PR for developers and small startups

In the beginning God created the heaven and the earth. And he got no attention whatsoever.

— The Bible, Genesis 1 (modified)

Page 8: Aint nobody got time for that: Hacking attention and PR for developers and small startups

Forget about press releasesSave them for your most important announcement that are of interest

for many publications. Write really short emails in the meantime.

Page 9: Aint nobody got time for that: Hacking attention and PR for developers and small startups

A small foundation will doIt’s not sexy, but this will safe you time and

headaches and doesn’t take long.

Page 10: Aint nobody got time for that: Hacking attention and PR for developers and small startups

You don’t need no hacksHonestly. No tools and optimization hacks will make the difference

between rockstar successful and rock-bottom awful.

Page 11: Aint nobody got time for that: Hacking attention and PR for developers and small startups

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

1234567890,.!?

This is all you need to begin with.

Page 12: Aint nobody got time for that: Hacking attention and PR for developers and small startups

The five pillars of good storiesEvery story and every pitch can be categorized by one of the five pillars. All five

have different variables that will determine the success of the campaign.

People, Numbers, Product, Events, Emotions1 2 43 5

Page 13: Aint nobody got time for that: Hacking attention and PR for developers and small startups

Extreme

You

Opposite

Pick your sideSuccessful stories online fall into one of the two ends on a simple scale.

Everything in between won’t succeed in the long run.

Page 14: Aint nobody got time for that: Hacking attention and PR for developers and small startups

time

Popularity

0 1 2 3

Different ways to trigger attention

4

With the help of communities

traditional pr approach

Thanks to communities and the power of content marketing, PR can be triggered in many different ways

Page 15: Aint nobody got time for that: Hacking attention and PR for developers and small startups

+ =

Collaboration pays offEspecially in Germany and Europe collaborations pay off in the beginning to get coverage.

The journalists hardly work with large profile pieces on unknown founders.

Page 16: Aint nobody got time for that: Hacking attention and PR for developers and small startups

Steal all the headlinesReverse engineering is a fancy term which we can steal here

Page 17: Aint nobody got time for that: Hacking attention and PR for developers and small startups

Let others write your storyForget about a brand voice and stuff. Instead work with the things

that others say about you

Page 18: Aint nobody got time for that: Hacking attention and PR for developers and small startups

Listening your way to successMost people make one mistake: They speak first. Do the opposite:

Listen first and only then shall you speak.

Page 19: Aint nobody got time for that: Hacking attention and PR for developers and small startups

Don’t go for short-term successesYou should always see PR as a long-term investment.

Page 20: Aint nobody got time for that: Hacking attention and PR for developers and small startups

Your character really mattersAre you an Introvert? Extrovert? Ambivalent? This really gives you different super powers.

Page 21: Aint nobody got time for that: Hacking attention and PR for developers and small startups

Extroverts vs Introverts

Page 22: Aint nobody got time for that: Hacking attention and PR for developers and small startups

IntrovertsvsExtroverts

Page 23: Aint nobody got time for that: Hacking attention and PR for developers and small startups

Don’t hire an intern or agencyIf you just get started and want to do PR, do it yourself.

Don’t hire someone inexperienced or an agency

Page 24: Aint nobody got time for that: Hacking attention and PR for developers and small startups

Embrace your 14-year oldIf you pitch with the words of a 7th grader, you are onto something.

Page 25: Aint nobody got time for that: Hacking attention and PR for developers and small startups

Persistence is everythingReputation doesn’t build over night. It takes time - treat it like a relationship.

Page 26: Aint nobody got time for that: Hacking attention and PR for developers and small startups

Story Time

Page 27: Aint nobody got time for that: Hacking attention and PR for developers and small startups

A simple app launch campaign for a new messaging app. 1 week preparation, 400.000 downloads, no marketing

Page 28: Aint nobody got time for that: Hacking attention and PR for developers and small startups

How we turned a blog post into 500.000 views with 10 minutes of work thanks to imgur

Page 29: Aint nobody got time for that: Hacking attention and PR for developers and small startups

Food for thought

Page 30: Aint nobody got time for that: Hacking attention and PR for developers and small startups

Community, Community, Community!Turn your approach around. Produce the traffic first, then pitch the story.

Page 31: Aint nobody got time for that: Hacking attention and PR for developers and small startups

Trading Stories up the ChainHow to turn something small into something big

Page 32: Aint nobody got time for that: Hacking attention and PR for developers and small startups

Become the editor yourselfWhee! Taboola and Outbrain let’s you publish anything on all the major publications

Page 33: Aint nobody got time for that: Hacking attention and PR for developers and small startups

Get rejected!I have a daily reminder to turn a negative thing into something positive

Page 34: Aint nobody got time for that: Hacking attention and PR for developers and small startups

Tools & Resources

Page 35: Aint nobody got time for that: Hacking attention and PR for developers and small startups

E M P F O H L E N E T O O L S

Nylas for Mail nylas.com

Page 36: Aint nobody got time for that: Hacking attention and PR for developers and small startups

hunter.io to get emailsFive years ago it has been about contact details. No more.

Page 37: Aint nobody got time for that: Hacking attention and PR for developers and small startups

Airtable for dataI switched from Google Spreadsheet to Airtable for more flexibility

Page 38: Aint nobody got time for that: Hacking attention and PR for developers and small startups

Dataminer for collecting dataDataminer is a superb way to extract data from large Twitter lists and other sites

Page 39: Aint nobody got time for that: Hacking attention and PR for developers and small startups

Outbrain for fast proposal testingOutbrain and Taboola are great tools to bypass journalists altogether

Page 40: Aint nobody got time for that: Hacking attention and PR for developers and small startups

Ryan Holiday Trust Me, I’m Lying

Austin Kleon Steal Like an Artist

Alain de Botton The News

Recommended Books

Page 41: Aint nobody got time for that: Hacking attention and PR for developers and small startups

E M P F O H L E N E T O O L S

@journodata Blendle

A growing database with 400 of the most important tech journalists in Germany, Europe

and the US

Blendle was made for people to pay for articles with micro-payments. But they are also an

excellent research tool.

Product Hunt Nylas Mail

You most likely know Product Hunt. If not: Best place to discover new tools and get your startup

featured in the future.

My favorite email client: Offers you a ton of scheduling, tracking and customization options.

Periodic Table of Content MarketingJust google it. Great way to get an overview of all options to choose from for your marketing and

PR efforts.

Recommended Tools

Page 42: Aint nobody got time for that: Hacking attention and PR for developers and small startups

E M P F O H L E N E C O M M U N I T I E S & B LO G S

tim.blog indiehackers.com

Best-selling author, growth hacker and overall inspiring person.

Collection of super transparent approaches from indie developers and founders how they grew their

businesses.

growthhackers.com

A growing community of growth hackers, Marketers and PR peepz.

Recommended Communities


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