Traction by Gabriel Weinberg
On Amazon, I got the Traction Kindle ebook and love it. In Traction, serial entrepreneurs Gabriel Weinberg and Justin Mares give startups the tools for generating explosive customer growth.
At first, I read the book Purple Cow. Purple Cow helps you become aware that you need your product and/or service to really stand out in order to compete. Gabriel Weinberg adds another dimension to this. His view is that having an outstanding product is not enough and then goes on and provides you with a framework called Bullseye. Bullseye helps you get from a company with an outstanding product or service to one with a growing list of happy customers. Weinberg receives raving reviews (over 200) for his book on Amazon.com.
The book starts with describing a list of traction channels:
- Publicity via Traditional Media
- Targeting Nice Market Blogs
- Unconventional PR through Publicity Stunts
- Search Engine Marketing
- Social & Display Ads
- Offline Ads (TV spots, radio, newspaper, magazines)
- SEO
- Content Marketing (blog write-ups)
- Email Marketing
- Engineering as Marketing
- Viral Marketing (customer refers others)
- Business Development (BD)
- Traditional Sales
- Affiliate Programs
- Existing Platforms such as the App Store, Facebook and Twitter
- Trade Shows
- Offline Events
- Speaking Engagements
- Community Building
Then Weinberg goes on to introduce the concept of Traction Testing to find out which traction channel works best at that moment in time as part of the Bullseye framework in accelerating your business forward.