"Focus on the persona of your buyers rather than your product."
Think like a publisher...what will your buyers want to believe about you or your company? Don't talk about the product itself, nobody cares about your product. Bring the skills of a journalist to the task of discussing the interests of your buyers in the language they use.
1. Nobody cares about your product
2. No coercion is required
3. Lose control
4. Put down virtual roots
5. Create triggers that encourage people to share
6. Point the world to your doorstep
David supports creating a bunch of different marketing efforts. Find what works and focus on that: free ebooks with lots of colors and creative commons licensing, funny videos, blogging and online news releases. He's a big fan of Hubspot.
