You have a new startup and you don’t know how to push what you’re doing as groundbreaking (because it’s too early, because it’s too similar to the competition, because it’s not new)?
You should be marketing the people in the company as much as the company itself. No other company has YOU and your team. You guys are unique. You are unique.
This is a combo of investing in personal branding and putting a face to your company.
When I wrote for Geektime.com, we covered startups around the world outside of Silicon Valley.
I wrote then in a blog that the best way to push your company when – for whatever reason – you couldn’t go into depth about your tech/product was to talk about yourself.
Just a few examples of what you can ‘sell’ when you’re trying to get press:
- Where are you from? (Catches eyes)
- Where did you go to school? (Catches alumni)
- What led you to this field and wanting to push this kind of technology?? (Catches the interested)
- Where do *you* see the field going that people might be overlooking?
That 4th point is an example of how this wraps back to your personal brand, back to why you are the expert people want to listen to. Why you ought to be the thought leader people add to their feeds next.
You have a story already.
You are the story.