11. Where we started
• Had the idea in 2010 from a dorm room at SU
• No marketing budget, no resources, no clue
Where we are Now:
• 9 full-time employees
• Over 150,000 customers
• $1.5 million in funding
• Named #1 Emerging Business in NYS ($200k prize), top
app at SXSW
34. 2. Pitch one feature at a time
(make sure it’s the one people care about)
35. Bad Pitch: Here’s a list of ten technical features you
won’t really understand. Will you write about it?
Good Pitch: We have a new feature that helps you do
something amazing that no one else can help you do.
37. Bad Pitch: I just stayed up all night releasing this.
You should write about it
Good Pitch: Millions of people — like my friend
Jim — could never learn to speak Spanish. With
this new product he was fluent in two weeks!
38. Bonus: How to find a writer’s contact info
• Look for any connection possible (LinkedIn, alumni network)
• If you can’t find a connection, here are some tricks…
39. Find the company’s email schema
• See if you know anyone else who works at the company
– [name] + email (or) email address
– [name] + contact (or) contact information (or) contact me
– site:companywebsite.com + [name] + email
– site:companywebsite.com + [name] + contact
– site:companywebsite.com + ken.lyons [at] companyname.com
• Contact them via LinkedIn first (you can’t contact them on LinkedIn
unless you have the correct email, so try each schema until it goes
40. Great, now you have their
What do you say when you
41. Cold email: first time story
My name is Patrick, I'm a big fan of your work, and have been for while. I'm emailing you today about my
company, BrandYourself.com to see if you see any fit for a story on xxx.
To give you a quick background: We’re the first DIY platform that makes it easy for anyone to take control of
their own search results. We started the company when my co-founder Pete couldn't get an internship
because he was being mistaken for a drug dealer. We wanted to create a free product that put the power in
everybody’s hands. We’ve been able to launch, put together a great team with a great group of investors
While growth has been great (link to an article), I’ve always wanted to see an article on xxx.
Particularly because I think a two articles you wrote a few years ago did an amazing job summarizing the
industry. As a long time reader myself I think this is something readers would really enjoy.
I know you’re busy so just let me know if you have any interest.
42. Future emails: (Write the story for them)
Hope you had a good weekend! I just wanted to let you know we’re releasing an infographic you might be interested in. I think
it’s right in line with your content.
"How Will Google Remember this year's top Olympic Athletes"
Basically every year, new stars emerge, and they are surrounded by a lot of chatter. Once the games end and the chatter
dies, Google becomes their post Olympic legacy, and unfortunately it's not always in their favor. We looked at the 3 most
talked about athletes to determine what their post Google legacy will be (basically what people will find about them in
10 years). Michael Phelps "the Icon", Ryan Lochte "the rival" and Gabby Douglas "the newbie"
Some of our conclusions (I think each one could make an interesting headline):
–Michael Phelps will be forever remembered in Google as a legend, and not as a lazy stoner
–Lochte will be forever remembered in Google as the frat boy idiot who could never beat Phelps, and not as an
incredible 11 time olympic medalist
–Unfortunately, all the petty controversy around Gabby Douglas's hair will forever tarnish the memory of her historic
victory in Google.
Let me know if you're interested or if you want to jump on a quick call. Infographic is attached. If you have any questions, just
let me know.
59. We Were:
“Put your best foot forward on the web”:
• Manage your entire online reputation
• Own your Google results
• Track your digital breadcrumbs
• Create eﬀective social media profiles
• Get more fans and followers
• Figure out how to blog
• Automate your social media outreach
• Manage your online privacy
67. Bonus Hack: How to
keep an article trending
•Article get’s published
•Promote it on StumbleUpon (cheap, fast way to get it in front
of even more people to get more likes, tweets, etc.)
•The more interaction, the longer it trends
•The longer it trends, the more traﬃc
68. 2. Biz dev deals
• Get big companies with complimentary services to send traﬃc your way
• Start with a test: “Let’s test it in your newsletter before we try anything”
• Hit their social media/blogging team: They are always looking for good
content, free way to get in front of all their customers
70. 3. Customer Service:
(the most underrated marketing channel
This is how you create passionate users who tell their
friends about you
72. Send Personable Emails
We have an intern send jib jabs to new paying members to let
them know “they rock”