“Content is King but marketing is the Queen.”
A very common saying that one comes across while reading online blogs or from various gurus. But the fact is that it is true for anyone. Whether you are a startup or SME, having a solid product or service is a must. But at the same time marketing your product is also important. But how far do you go to market yourself?
We all know that as a startup we love when media/blogs write about our venture but then is it right to use cheap ways just for getting featured. A similar discussion was conducted last year during the NASSCOM product conclave and we had panelists from large media houses. The common answer was that it is always better to drop a small and specific email and if possible at the same time try to build relationship on Twitter.Shel Israel went one step further and said to be your own publisher. But then even if you engrave these rules you will still find people opting for cheap ways. I witnessed one such act very recently happening with me.
On a good day I get 4-5 mails out of which 1 or 2 would be for some product reviews. On one such afternoon after getting back from the lunch, the first thing I did was refreshing my mailbox. I had a new mail with the subject- “Amazon acquires Flipkart” and before thinking twice I had hit on the enter button. As soon as the mail opens I am aware that some witty guy had knowingly used such proactive subject line that would draw my attention. The reason I clicked was because of the subject line thinking that it could be one of the breaking stories. Another reason was that I am subscribed to lot of newsletters so thinking to be one of them I had clicked it.
The email was from a founder of a digital agency who thinks that using this tactic is cool and innovative. The tone of the email was quite arrogant still I kept my patience but I kept on reading as I wanted to know what the person was really up to. In a nutshell the founder wanted me to cover his startups story not because his startup was cool but because some big x,y, z news dailies have covered it.How can people be so stupidly smart? In any relationship it is the conversation that matters. And here is this startup which made the first moves based on false grounds. I wanted to reply back and wanted to shake him up a bit but then at this age you are what you are and so I didn’t waste my time.
However if you are a hard working and passionate startup then here is a small piece of advice. Don’t ever try getting trapped in such myths that sensational subject lines will give you more hits which would be of no use in longer run. So be what you are, send emails the way it should be crisp to the point and same time try building a rapport with people by creating conversations on Twitter. Another problem that many startups face is that media is not covering them. I would like to tell you that then be the media. Start blogging, produce content on regular basis that would be useful for people, create conversations on Twitter and work on product, success will follow you.
The digital agency was not covered at Lighthouse Insights but it may be that some other player will do. I am not bothered but I love genuineness. Shortcuts in life take you nowhere.
So do you appreciate such kind of wannabe attempts by entrepreneurs?