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Traction: A Startup Guide to Getting Customers by Justin Mares, Gabriel Weinberg

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CHAPTER 8

Unconventional PR

Do you remember Richard Branson wearing a space suit to announce the launch of Virgin Galactic? How about the Old Spice man filming YouTube videos for people who tweeted at him? Or the car service Uber delivering cupcakes and kittens to employees who wanted a break from work? PR stunts like these are not only amusing, but also a proven way to generate press coverage and buzz.

Unconventional PR doesn’t suffer from the crowding that other more popular traction channels face. Nearly every company attempts traditional PR, but few focus on stunts and other systematic ways to get buzz. We talked with David Hauser, founder of Grasshopper.com and Chargify.com, to hear how he systemized this traction channel, why he hired ...

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