Don’t mention the blockchain
A tweet by TNW’s Matthew Hughes
yesterday highlighted to me just how sick tech journalists have become of receiving blockchain-related pitches. Seriously, they get loads. Every day.
And when they get a load of trashy pitches about things ‘on the blockchain,’ they become averse to any and all pitches that mention that word - even the good ones.
On the entrepreneur’s side, Startup Weekend founder Andrew Hyde tweeted
last week about how he couldn’t get any journalists interested in a genuinely worthwhile blockchain-based project. The reason? See above.
My solution is simple – don’t mention blockchain when you pitch a journalist. You wouldn’t mention the cloud storage provider you use (hopefully!), so why mention anything else about your backend technology?
Instead, focus on the core value proposition to your users. No-one except a few geeks is going to use your product just because it’s based on a blockchain. So why should they really use it? What’s the benefit that makes it better than the competition? That’s your in.
The sooner technologists stop using the word ‘blockchain’ to attract journalists and end users, the better. Your technology is a means to an end – not a differentiator in and of itself.