Two of my favorite books on communication are Luke Sullivan’s Hey Whipple Squeeze This – A Guide to Creating Great Ads and Al Ries’s Positioning: The Battle for Your Mind. Although I describe them as “communications” books, they’re really advertising books. Or rather, books that study communication through the lens of advertising. I’ll come back to why this is important in just a moment (and yes, I owe you a great piece of advice about product marketing — bear with me just a few more sentences; it’s coming, I promise).
Both books also pre-date the spectacular rise of the internet. Positioning was published in 1981. Hey Whipple‘s first edition is from 1998. And whereas most digital era marketing books get distracted by the latest “shiny object” industry fad, tactic, or technology trend, Positioning and Hey Whipple shine through with clarity on the long-term principles of effective communication: Continue reading →
If you scan the volumes of growth hacking literature on the web, there’s a lot of gooddata and post-mortemanalysis on how startups like Dropbox, Paypal and Uber used referral marketing programs to accelerate early user adoption and brand-building. As a result, I’m assuming if you’re here reading this, as a baseline, you agree: IF you have a good product, a customer referral program is an effective way to incentivize your existing user community to do some of your marketing for you.
But this post isn’t about repeating why customer referral programs are a tasty growth hacking recipe: instead, we’re going to walk through how to bake the cake, structure and implement one. Continue reading →
Quibb is a startup-centric web community for reading and sharing links, created at a time when the last thing the internet needs is another place to read and share startup links. Or, rather, you might think that, right up until the point where it becomes clear that Quibb got its launch strategy exactly right. Unwilling to be overshadowed by Twitter, Reddit, LinkedIn and Quora’s titanic content feeds (as well as the lively, focused dialogue emanating from incumbent communities like Hacker News), Quibb is consistently carving out enviable bandwidth among entrepreneurs and the early-adopter technorati.
What did Quibb do that was so spot on? In my view there are at least ten things, and they’re a textbook case study about the right ways to launch a modern web application: Continue reading →