Weinberg Gabriel

Traction: A Startup Guide to Getting Customers

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    b7338990463has quoted2 years ago
    Sales works best for high-priced products that require some customer hand-holding.
    Good first customers have a burning need to address a problem, are interested in your approach to solving their problem, and are willing to work with you closely.
    Cold calling should not be ruled out as a sales approach, especially when trying to find first customers.
    The goal of sales is building a repeatable sales model. An effective sales funnel has prospects enter at the top, qualifies these leads, and closes them effectively.
    To close sales effectively, get the buyer to commit to timelines based on specific actions being taken and met. At each point get an affirmative that you are on track to close.
    When designing your sales funnel, always keep in mind the perspective of the customer, especially in terms of reducing the complexity of the buying process.
    Nastya Tsisarhas quoted2 years ago
    simple 30-second voice spot can run you $300–500, whereas a professionally recorded ad (sound studio, special effects, etc.) can cost 3–10x as much
    Nastya Tsisarhas quoted2 years ago
    ad running on a station for a week is often $500–1,500 in a local market, and up to $4,000–8,000 in a larger market like Chicago.
    Nastya Tsisarhas quoted2 years ago
    Radio ads are priced on a Cost-per-point basis (CPP), where each point represents what it will cost to reach 1% of the radio station’s listeners. The higher the CPP, the more it will cost you to run an ad on a station.
    Nastya Tsisarhas quoted2 years ago
    Blue Line Media. These media agencies can help you figure out where to advertise, how to create a memorable transit ad, and how to best measure and optimize such a campaign.
    Nastya Tsisarhas quoted2 years ago
    Transit ads are placed in or on buses, taxis, benches, and bus shelters.
    Nastya Tsisarhas quoted2 years ago
    However, billboards are extremely effective for building awareness around events – concerts, conferences, or other activities coming to an area. In Las Vegas, for example, you’ll see billboards touting acts and musicians performing in the coming weeks.
    Nastya Tsisarhas quoted2 years ago
    The major downside of billboard advertising is that it is difficult for people to take immediate action on what they see.
    Nastya Tsisarhas quoted2 years ago
    full score means that a given billboard should reach 100% of the driving population during a month.
    Nastya Tsisarhas quoted2 years ago
    The cost of billboard space depends on the size of the ad, where it is located, the number of impressions your ad can provide and the type of billboard it is. Every billboard has an advertising score, known as a GRP score (Gross Ratings Points), based on the above factors.
    Nastya Tsisarhas quoted2 years ago
    Gabriel strategically placed a billboard in the startup-heavy SoMa district of San Francisco to call out the differences between the privacy options with Google and DuckDuckGo, the privacy-focused search engine he founded.
    Nastya Tsisarhas quoted2 years ago
    A startup search engine calling out the big guy in their backyard – that is the kind of strong message that can get you some traction. In this case, DuckDuckGo didn’t just capture the attention of the people who drove by the billboard. They also got press coverage from Wired, USA Today, Business Insider, and several other blogs and media outlets. That month, DuckDuckGo’s userbase doubled!
    Nastya Tsisarhas quoted2 years ago
    They will give you PDFs of local available billboards, showcasing their locations and audience.
    Nastya Tsisarhas quoted2 years ago
    you want to get a sense of what is available in a given area, go to the websites of the above companies
    Nastya Tsisarhas quoted2 years ago
    you’ll probably contact one of three companies: Lamar, Clear Channel, or CBS Outdoor. They are the power players in this $5.8 billion industry
    Nastya Tsisarhas quoted2 years ago
    InstaCab hired cyclists to bike around San Francisco and hand out business cards to people who were trying to hail taxis. These were well-targeted (it’s a good bet that someone hailing a taxi would appreciate an easier way of getting around) and got the company some good buzz and customer adoption early on.
    Nastya Tsisarhas quoted2 years ago
    Local Print Ads
    Nastya Tsisarhas quoted2 years ago
    Local print ads include buying space in local publications (church bulletin, community newsletter, coupon booklet, etc.), flyers, directories, or calendars. These print ads are a good way to test print advertising because of their modest cost: just a few hundred dollars can expose you to thousands of people in a targeted area. Ads in the yellow pages are similarly inexpensive.
    Nastya Tsisarhas quoted2 years ago
    These lists often sell for about $100 for 1,000 consumer names, and a bit more for business names and addresses.
    Nastya Tsisarhas quoted2 years ago
    You can build up a list of customers on your own or buy a list from a mailing organization. Simply do a web search for “direct mail lists” to find companies selling such information.
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