One of the things I have been racking my brains over for the last 2 months is coming up with a launch strategy to give my startup the best chance to take-off.
So far, my main takeaway is that launching is not a one time event, but a series of events that must be orchestrated like a olympic synchronized swimming event.
Needless to say, there are a lot of moving parts when launching. One of these parts that you must put into motion is a pre-launch FAQ.
The pre-launch FAQ is a concept I took away from Marshall Kirkpatrick, who was formerly the co-editor at ReadWriteWeb, and one of the first writers on TechCrunch.
In 2007, Kirkpatrick wrote a blog post about his experience with major product launches. He advises that entrepreneurs create a pre-launch FAQ for the following reason:
Based on my experience covering startups at TechCrunch I found the majority of telephone conversations with CEOs to be frustratingly long, slow and unneeded. Tech news and review bloggers are hungry for content and if you give them all the info they need to write, in an easy to consume fashion, they will appreciate it and be more likely to write about you.
This post may be 6 years old, but it’s still insanely relevant.
Read Marshall’s full blog post to learn more about what you should include in this FAQ. In addition, in this post Marshall provides and links to some good tips on finding bloggers to connect with to help you publicize your launch.
Another one of the most insightful bloggers out there in the entrepreneurship space is Mark Suster. On his blog, Both Sides of the Table he has a massive amount of content on launching and running a startup. About a month ago he wrote a post titled Why your marketing campaign sucks. He talks about a concept he calls Point of View Marketing, or POV for short. The premise is that people (journalist especially) care about your point of view more than they care about your product. He says specifically:
So next time you’re thinking about how to get coverage for your new downloadable widget that third-party vendors can install and instantly get optimized gobblygook for some feature they didn’t know they needed and want a journalist who doesn’t give a fork about optimized gobblygooks and frankly doesn’t even understand what that is … think about leading with POV marketing instead.