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Traction: A Startup Guide to Getting Customers
Traction A Startup Guide to Getting Customers Author:Gabriel Weinberg, Justin Mares Most startups end in failure. Almost every failed startup has a product. What failed startups don't have are enough customers. — Why? Because founders and employees fail to plan for traction in the same way they create a product roadmap. Instead, they try random tactics - some ads, a blog post or two - in an unstructured way that's guaranteed to ... more »result in failure.
This book changes that. Traction Book provides you with the framework successful companies have used to get traction. It shows you how to find the marketing channels that make sense for you, given your industry and company stage.
This "Bullseye" framework has been used by founders like Jimmy Wales (Wikipedia), Alexis Ohanian (Reddit), Paul English (Kayak.com), and Alex Pachikov (Evernote) to build some of the biggest companies in the world. We interviewed each of the above founders - along with 35+ others - and pulled out the repeatable tactics and strategies they used to get traction.
We then cover every potential marketing channel you can use to get traction, and show you which channels will be your key to unlocking growth. This book shows you how to grow at a time when getting traction is more important than ever.
Below are the channels we cover in the book:
Viral Marketing
Public Relations (PR)
Unconventional PR
Search Engine Marketing (SEM)
Social and Display Ads
Offline Ads
Search Engine Optimization (SEO)
Content Marketing
Email Marketing
Engineering as Marketing
Target Market Blogs
Business Development (BD)
Sales
Affiliate Programs
Existing Platforms
Trade Shows
Offline Events
Speaking Engagements
Community Building
This book draws on interviews with the following individuals: