adding buttons and junk won’t
suddenly make you buzzworthy
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Word of Mouth is content
thoughtfulness
solved problems
ease of use
your entire app
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Word of Mouth means
people genuinely excited to share
your product with their friends
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Word of Mouth means
less work for you, with more impact
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This kind of buzz is contagious. It’ll
take off without much intervention.
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“Word of Mouth”
kind of a silly phrase
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Word of Finger
internets
for
(since we type)
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Word of Mouf
Ludacris
by
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Let’s just stick with
WORD OF
MOUTH
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@holman
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No content
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Marketing
IS NOT A DIRTY WORD
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Fine, I’ll say it...
It’s good to
promote your stuff.
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There’s some modest
people in our industry.
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Don’t be nervous
about sharing
something you’re
excited about
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REMEMBER ONE THING
JUST
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Be genuine
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You can be
WRONG
MISGUIDED
INACCURATE
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You may catch flak,
but most people will still
respect genuine excitement
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Be genuine
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Genuine marketing
is the foundation of good marketing
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Humans don’t hate ads
...they hate most ads
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Everyone loves to discover things that make
their lives easier cheaper lazier
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I see projects and products every day that I’ll
never use, but I still love hearing about them.
We love fresh
creativity. We’ll love hearing about yours.
Our industry loves a good story.
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Don’t be afraid to
put yourself out there
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Surprise!
AND DELIGHT
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SURPRISE AND DELIGHT
is the best way to get people talking
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This is one of the most fundamental
things in all theatrical movie
composition yet magicians know
nothing of it. Ready?
“
- Teller
of Penn & Teller
Surprise me.
That's it.
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This works in technology, too.
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the extra mile
go
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The Extra Mile is the entire reason
why these guys are so good.
You
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Get them talking by
going way, way beyond
on customer service
putting something novel in your app
sweating the details
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Identify the mundane, then
un-mundane-ify it
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Speak softly
AND CARRY A BIG SHIP
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SPEAK SOFTLY
don’t pre-announce features
CARRY A BIG SHIP
ship it. launch some great features.
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Surprise is almost
always the safest bet.
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Shut up,
and then ship
something great.
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surprise & delight
keep expectations in check
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Surprise! It’s just a regular
Tuesday morning.
Oh, and here’s something
new that fixes and improves
your life.
nothing better than saying:
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This is mostly how GitHub works.
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It’s a safe, easy way of generating a
lot of buzz.
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Speak loudly
AND CARRY A BIG SHIP
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SPEAK LOUDLY
pre-announce features
CARRY A BIG SHIP
ship it. launch some great features.
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37signals &
Basecamp Next
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B
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B
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Anticipation is a powerful thing.
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Consider 2007.
Teaser launches let you build
irrational, fervent anticipation
(this is a good thing)
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KEYNOTE
Jan 9, 2007
LAUNCH
June 29
June 26
Reviews
AT&T Plans
June 22
Guided Tour
June 21
TV Ad
June 20
YouTube
June 18
Better Battery Announced
Glass Screen Announced
June 6
TV Ad
June 3
TV Ads
Feb 26
First Ad
June 11
WWDC: iPhone SDK
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If you’re going to do this,
knock it out of the park
(otherwise you’re fucked)
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ARE REAL NICE
Superfans
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Okay,
some people
like your
product.
Now focus on turning
your fans into Superfans.
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are your most
vocal supporters
Superfans
are your most
vocal detractors
help you out
publicly and privately
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B
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Superfans
They’ve bought in to your vision.
listen to your
If they’re confused or frustrated about
something, that’s a big, big problem.
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Conferences & Drinkups & Hackfests
MEATSPACE
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Everyone
kfree stuff
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If you screw up, fix it.
x
You might lose the initial
customer, but others may notice.
Remember Airbnb?
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Superfans aren’t just for companies.
You are your own brand.
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be novel
be surprising
delightful
be
word of mouth