Entrepreneurs Gabriel Weinberg and Justin Mares interviewed 40 successful business founders to learn their promotion and advertising tips and to share them with you. They discuss how to use “traction” to draw customers by using 19 promotional “channels,” like public relations or search engine optimization. Many of their examples come from high tech, so web and software entrepreneurs will find this discussion particularly useful. Weinberg and Mares cover many topics, but they are going for breadth not depth. Their compendium could help you brainstorm new or replacement traction channels – but they don’t give sufficient data about any one channel to offer a how-to. Nevertheless, they do provide a pathway for seeing what’s out there, how others started their promotional journey, what inspiring new ideas they offer and how you can develop a traction strategy for your firm. getAbstract recommends this overview to entrepreneurs in start-ups and in ongoing businesses.
In this summary, you will learn
- How 19 “traction channels” can help you bring in customers; and
- How to use “the Bullseye framework” to select, use and test the channels that best boost your business.
About the Authors
Gabriel Weinberg, the founder of DuckDuckGo and Opobox, is an active angel investor. Justin Mares founded a number of acquired start-ups.