The lean startup movement disdains the big press launch, and rightfully so. However, the polemical nature of the argument gives off the impression that press should never be sought. Quite the contrary, press should be sought ceaselessly. That being said, it’s important to understand the magnitude of traffic that you can expect from press and of what kind.
With the tiny investment of time that it took to draft two cold emails, we got a huge payoff in getting written up by Lifehacker. For most new startups, TechCrunch is a distant and unattainable goal, but Lifehacker will write about your weekend project if it’s got a compelling productivity hook. To boot, Lifehacker will drive traffic on the same order of magnitude as TechCrunch with users who may actually stick around.