Discover how startup marketing drives awareness, shapes perception, and builds lasting engagement. Learn actionable strategies, including personal branding, Easter eggs, thought leadership, humor, and managing controversy. Explore the Perception Formula—heuristics, hormones, and history—to create a memorable impression and drive success.
Shira Abel
Shira Abel is a Go-to-Market Consultant with Alchemist Accelerator, the Founder of leading marketing consultancy Hunter & Bard, the creator of The Perception Formula, and a distinguished Lecturer at UC Berkeley's Sutardja Center for Entrepreneurship and Technology.
Startups: 5 Ways to Guarantee the Attention of Your Customer
Startup Marketing So You Can Sell More, Easier, and Faster
Without attention, there’s no awareness. Without awareness, you don’t exist. Startup marketing is about awareness in the beginning, and how you build that awareness matters as it can change the way you are perceived.
Perception is how we stay in someone’s memory. Using the Perception Formula, we can dissect how each method listed below can work.
Perception = f (heuristics, hormones, history)
Think of perception as a three-legged stool with heuristics, hormones, and history each being a leg. If you’re missing any of the three H’s, the stool falls, and no one is thinking of you. So how do you get interest as a startup founder in a crowded market? As with most strategies, it’s not one-and-done. Many of these work together.
1. Cult of Personality
Adam Neumann of WeWork is as famous as the company he built. The same goes for Steve Jobs of Apple, Elon Musk of Tesla and SpaceX, and Jeff Bezos of Amazon. These companies share a common factor: they grew on the cult of personality of their leaders. Each founder was able to garner significant press and public interest through their personal brand and charisma.
But it’s not just male founders who have leveraged this strategy:
- Sara Blakely of Spanx: Built her billion-dollar company by sharing her personal journey, resonating with a wide audience. Her authenticity and entrepreneurial spirit attracted media attention and customer loyalty.
- Melanie Perkins of Canva: As one of the youngest female CEOs of a tech startup valued over a billion dollars, she has used her story to inspire others and position Canva as a user-friendly, relatable design platform for all.
Actionable Tips:
- Develop Your Personal Brand: Share your journey, values, and vision. Be authentic and let your personality shine through. Don’t shy away from controversy.
- Engage with Your Audience: Use social media platforms to interact directly with customers, industry peers, and influencers.
- Thought Leadership: Publish articles, speak at conferences, and participate in interviews to establish yourself as an industry expert.
Perception Formula
Perception goal: Sara Blakely is a relatable, fun, self-made entrepreneur and it feels good to support her company.
The three H’s contribute to this perception:
- Heuristics: Availability heuristic. Her relatable personality and underdog “everyman” way of being makes her feel available and approachable. The “self-made entrepreneur” story provides a mental shortcut.
- Hormones: Inspiration and admiration evoke positive emotions. Being part of the community of women who wear Spanx induces oxytocin. When Tina Fey took off her dress to show off the level of Spanx she was wearing, the collective club of women who wear Spanx got it.
- History: Blakely’s journey becomes part of the brand’s narrative.
This combination leads customers to perceive Spanx as a trustworthy, innovative brand created by someone who understands their needs.
2. Easter Eggs
This is a common startup marketing method used by business-to-developer companies. By embedding clever surprises or hidden features—Easter eggs—in their products or marketing materials, they engage their audience on a deeper level.
Examples:
- Docker’s Whalesay: Docker includes a fun Easter egg where running the command docker run docker/whalesay cowsay Hello outputs an ASCII art whale saying “Hello.” It’s a playful nod that delights developers using their platform.
- Google’s Hidden Games: Google is famous for embedding Easter eggs in their products. For example, typing “do a barrel roll” in the search bar makes the search results page perform a 360-degree spin. Another is the hidden dinosaur game that appears in Chrome when you’re offline.
- Konami Code on Websites: Some tech companies incorporate the famous Konami Code (↑↑↓↓←→←→BA) on their websites to unlock hidden content or features, catering to the gamer audience within the developer community.
Actionable Tips:
- Know Your Audience: Tailor Easter eggs to the interests and humor of your target users. For developers, this might include code jokes or hidden commands.
- Keep It Subtle: Ensure that hidden features enhance the experience without disrupting functionality.
- Encourage Sharing: Create Easter eggs that users will want to share on social media, amplifying your reach.
Perception Formula
Perception: Google is a playful, creative company that cares about user experience beyond just search.
- Heuristics: The Affect heuristic is relevant here, as the surprise and delight of discovering hidden games create positive emotions, which then influence people’s overall perception of Google as a playful and creative company.
- Hormones: Surprise and delight trigger dopamine for the unexpected reward and oxytocin for being part of the group who found the reward.
- History: Repeated discoveries build a pattern of positive interactions.
This results in users perceiving Google as more than just a utility but as an engaging and user-friendly platform.
3. Expertise
HubSpot grew thanks to the extensive information hub it created, making it the go-to place where marketers and salespeople went to learn. By positioning themselves as industry experts, they built trust and attracted a loyal following.
Other Examples:
- Moz: Established itself as an authority in SEO by providing in-depth guides, tools, and the popular ‘Whiteboard Friday’ video series.
- Buffer: Grew their audience by openly sharing their company’s journey, including transparency about revenue and internal processes.
Actionable Tips:
- Create Valuable Content: Publish blog posts, e-books, webinars, and podcasts that address your audience’s pain points.
- Host Webinars and Workshops: Offer educational sessions to share knowledge and engage with your audience in real time.
- Contribute to Industry Publications: Write articles or provide expert quotes to reputable outlets to increase your visibility.
Perception Formula
Perception: Moz is the go-to authority for SEO knowledge and tools.
- Heuristics: The authority heuristic is evident in this example, as Moz establishes itself as an expert in SEO through its consistent delivery of valuable content, leading people to trust and rely on their information.
- Hormones: Learning triggers dopamine.
- History: Regular content builds a track record of valuable insights.
Users came to perceive Moz as an indispensable resource for SEO expertise, fostering trust and loyalty.
4. Controversy
Some startups have gained attention by stirring up controversy, such as openly criticizing competitors or challenging industry norms. While this approach can generate buzz, it’s important to weigh the risks, especially in sectors where professionalism is key.
Example:
- Basecamp’s Bold Opinions: The founders of Basecamp have been vocal about their unconventional approaches to business, sparking discussions and drawing attention to their brand.
- Adam Robinson of Retention.com on LinkedIn. He is savage and doesn’t hesitate to go after the martech “old guard”. He’s grown his LinkedIn beyond 100k thanks to his rants and grand statements.
Risks and Mitigation:
- Risk of Alienation: Controversial statements can polarize your audience.
- Professional Reputation: May harm relationships with customers or partners, particularly in conservative industries.
Actionable Tips:
- Align with Your Values: Only take stands on issues that genuinely reflect your company’s mission and values.
- Be Respectful: Critique ideas, not people, to maintain professionalism.
- Assess the Impact: Consider potential long-term effects on your brand before engaging in controversial marketing.
Perception Formula
Perception: Basecamp is a maverick company that challenges the status quo in business practices.
- Heuristics: Confirmation bias plays a role here, as people tend to pay more attention to and remember information that aligns with their existing beliefs. Basecamp’s controversial stances likely resonate strongly with those who already agree with their viewpoints.
- Hormones: Strong statements trigger emotional responses, whether positive or negative.
- History: Consistent bold stances build a reputation for being outspoken.
This leads to a perception of Basecamp as a company that’s not afraid to go against the grain, attracting like-minded customers and generating discussion.
5. Using Humor to Attract an Audience
Humor works incredibly well when done properly. A great example is Purple mattresses, whose humorous marketing campaigns have resonated with consumers.
B2B Examples:
- Slack’s Playful Branding: Uses lighthearted copy and fun illustrations to make their brand approachable.
- Mailchimp’s ‘Did You Mean Mailchimp?’ Campaign: Employed humor and creativity to increase brand recognition through mispronunciations of their name.
Actionable Tips:
- Understand Your Audience’s Humor: What’s funny to one group may not resonate with another.
- Keep It Professional: Ensure that humor enhances your brand rather than detracting from it.
- Test Before Launching: Use focus groups or A/B testing to gauge reactions.
Perception Formula
Perception: Slack is a friendly, approachable tool that makes work communication more enjoyable.
- Heuristics: Similar to the Easter Eggs example, the affect heuristic is at work here. Slack’s use of humor triggers positive emotions, which then influence people’s overall perception of the brand as friendly and approachable.
- Hormones: Humor triggers endorphins and reduces stress.
- History: Consistent playful interactions build a pattern of enjoyable experiences.
Users perceive Slack not just as a productivity tool, but as a pleasant part of their workday, differentiating it from more serious competitors.
Keeping Attention
Capturing attention is just the first step of startup marketing; keeping it is where the real challenge lies. Here are strategies to maintain and deepen engagement with your audience:
1. Community Building
- Create Forums or Groups: Platforms like Slack, Discord, or LinkedIn Groups allow users to engage with your brand and each other.
- Host Events: Virtual or in-person events can foster a sense of community and belonging.
2. Consistent Content Creation
- Regular Updates: Keep your blog, podcast, or video channel updated with fresh content.
- Newsletter: Send out regular newsletters with updates, tips, and exclusive content.
3. Personalized Communication
- Email Marketing: Use personalized emails to nurture relationships with customers.
- Social Media Engagement: Respond to comments and messages to show that you value customer interaction.
Actionable Tips:
- Set a Content Calendar: Plan your content in advance to ensure consistency.
- Use CRM Tools: Manage customer relationships and tailor communications.
- Gather Feedback: Regularly ask for input to improve your offerings and show customers that their opinions matter.
Addressing Potential Risks
When implementing these strategies, it’s important to be mindful of potential pitfalls.
Controversy Risks:
- Negative Publicity: Could harm your brand image. (But let’s face it, even with Boober-gate Travis Kalanick still raised for his ghost kitchen idea.)
- Legal Considerations: Be cautious of defamation or libel when discussing competitors.
Humor Risks:
- Offending Audiences: Jokes can be misinterpreted.
- Cultural Sensitivity: Ensure content is appropriate for all segments of your audience.
Mitigation Strategies:
- Review Processes: Implement checks to catch potentially harmful content.
- Crisis Management Plan: Be prepared to address any backlash promptly and professionally.
Keep in Mind
Startup marketing is challenging. In any market, getting and keeping the attention of your target audience is crucial for startup success. Whether it’s through building a cult of personality, embedding Easter eggs, showcasing expertise, stirring up controversy, or using humor, each strategy has its merits and drawbacks. The key is to find the approach that aligns best with your brand and resonates with your audience.
By understanding the Perception Formula and leveraging the three H’s—heuristics, hormones, and history—you can create a memorable impression that keeps your startup at the forefront of your customers’ minds. Remember to continuously assess and refine your approach to ensure long-term engagement and growth.
Visit shiraabel.com for more actionable insights or to connect with Shira.
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