This document discusses strategies for getting noticed as a startup. It notes that indifference, noise, and inertia are the three things that can cause a startup to fail. It recommends fighting indifference and noise by answering why a startup is different and why others should care. The document then discusses targeting prospects, customers, candidates, employees, investors, partners, and the press by telling your startup's story. It also summarizes comments by a CEO about the benefits of PR. Finally, it provides a 5-step strategy and specific tactics for getting noticed as a startup, and recommends some related books.

1. Getting Noticed Marcelo Calbucci @calbucci | marcelo@calbucci.com

2. Founder Institute 2010 “The three things that will make your startup fail are [industry] indifference, [market] noise and [customer] inertia.” -Marcelo Calbucci http://www.seattle20.com/blog/The-3-Things-That-Will-Make-Your-Startup-to-Fail.aspx

3. Fight Indifference & Noise How’s this different? Why should I care?

4. Different Answers Prospects Customers Candidates Employees Investors Partners Press Why should I care? & How’s this different?

5. Prospects Investors Customers YOUR STORY Partners Candidates Employees Press

6. PR is all puffery "...I just didn’t see the point of PR. ...just focus on the product, just focus on the metrics and doing what’s right for users, and ... the story will tell itself. …I don’t like to brag, and a lot of PR just seemed like puffery to me! ...basically, every part of the business affects every other part. When you have good PR, it makes it easier to hire, which translates into building better products to get more users, to make more money, which then will get you more PR, let you hire more people, and so on and so forth..." -Greg Tseng, CEO of Tagged http://mixergy.com/greg-tseng-tagged-interview/

7. Maslow’s Pyramid of Needs http://en.wikipedia.org/wiki/Maslow%27s_Pyramid

8. Press Awesome World-Changing Patent-Pending Revolutionary Product Great Story My readers will read it and share!

9. 5-Step Getting Noticed Strategy SHOW UP LISTEN CONTRIBUTE YOUR STORY IS ALIVE BE PROACTIVE

10. Getting Noticed Tactics Build a social media presence (Facebook, Twitter, Blog, Tumblr, LinkedIn, Google+) Build two email list: insiders & outsiders and send monthly updates Share, Re-Share and participate Go to events Do send Press Releases over the wire Experiment w/ cheap advertising Build relationship w/ press & influencers Don’t forget ‘old world’: direct mail, print ads, bus ads, radio, etc. Give talks! Launch a ‘fun’ side-product Figure what works for you, but do something!

11. Recommend Reading Purple Cow by Seth Godin Zagby Marty Neumeier Made to Stick by Chip Heath & Dan Heath Different by Youngme Moon

12. Thank you! @calbucci marcelo@calbucci.com everymove.org