2 builders who never spoke to each other

Make every mention point at one action

Every interview, video and appearance is an advertisement for one specific thing you want done, so decide what that is before you open your mouth. Sequencing follows from it: one company held its funding news until the launch film was live so that every article about the round linked to the video, which went on to tens of millions of views. Announcements land harder with a recognisable first customer and a real usage number in them than with a roadmap.

The method

1. 01

   Treat every interview, video and appearance as an ad for one specific action you want taken.

2. 02

   Hold your funding announcement back until your launch video is live so every article about the round links to the video.

3. 03

   Announce a new product with a recognisable first customer and a usage figure rather than with a description of the roadmap.

What it returned

• $4,500

  Dollar Shave Club had closed its seed round a month ahead of the shoot; the $4,500 film, made in seven hours, launched the same day as the funding news and has 27M views

• 2

  Transistor's announcement named Cards Against Humanity as its first paying customer, hosting The Good News Podcast, and reported 2 million podcast downloads served since the December beta.

Sources

• Why I'm building a new SaaS in 2018Justin Jackson · justinjackson.ca · What is Transistor.fm? How does it compare to other podcasting hosting apps? · undated
• My favourite low-budget viral adsHarry Dry · Marketing Examples · 5) Our Blades Are F***ing Great — 27M views · undated
• How LadBaby started a movementHarry Dry · Marketing Examples · 5/ Know what turns the needle · undated