Ryan Holiday

Who is this product for? Why would they use it? Why do I use it?
Ask your customers
questions, too: What is it that brought you to this product?
What is holding you back
from referring other people
to it? What’s missing?
What’s golden? Don’t ask
random people or your
friends—be scientific about it.

To be successful and
grow your business
and revenues, you
must match the way
you market your products with the way your prospects
learn about and
shop for your
products.
—Brian
Halligan,
founder of

Aaron] had previously believed that if you came up with a great idea people would use it. But he realized now that you couldn’t expect people to
come to you; you had to pull them in

They opt, deliberately, to
attract only the early
adopters who make or break
new tech services and seek to do it as cheaply as possible

a group of highly interested, loyal, and fanatical

Where do I find the right people? If this isn’t immediately obvious to you, then you don’t know your
own industry well enough to even consider launching a
product yet. Period

You can reach out to
the sites you know your
potential customers read with a pitch email: “This is who we are, this is what we’re
doing, and this is why
you should write about
us

You can use a service
like Help a Reporter
Out
(www.helpareporter.com

You can literally find
your potential
customers one by one
and invite them to your
service for free or with
some special incentive
(that’s how small we’re
talking)

if your product really is specially designed for these people, they want to feature it