Every milestone is an opportunity to attract attention to your startup because you have a piece of “news” — a new piece of noteworthy information that no one else but you has.
When you have something to announce, conventional wisdom says to go to the press and blogs with your story because they (1) have distribution and (2) are expert in crafting a story. In the past, we’ve offered nuggets of news to journalists as exclusives, and we’ve gotten written up by Betabeat and The Next Web this way.
However, we’ve recently experimented with writing our own story on our own blog, telling a narrative that’s personal and shows how we work behind the scenes, harnessing the power of social news for distribution — and that has resulted in our all-time one-day high for traffic and 1,000+ signups, more than double the signups resulting from our press coverage. Through that experience, we’ve learned the importance of writing your own story and turning transparency and narrative into a competitive advantage.