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Startup Marketing Advice from Balsamiq Studio

First off, the title of this post is a bit pretentious for my taste, but I wanted to pay homage to Mike Speiser's excellent post on A/B testing using AdWords, and take advantage of his $10.87 investment while I was at it! ;). Mike is one of the brightest people I have ever met, and I highly encourage everyone to read his Laserlike blog.

I say that the post is pretentious for my taste because I hardly feel like I am a marketing expert, in fact I consider myself a beginner at most things. Still, I can't deny that Balsamiq has received a very good amount of coverage in the blogosphere: I am timing this post to coincide with the 100th review of Balsamiq Mockups (the full list is here), the website has received over 32,000 unique visitors and sales are exceeding all my expectations. For 6 weeks of operation, I can't complain. 😉

A few people have asked me to share how I did it, so here it is.

Follow The Advice of The Masters

The first thing I did when I was getting ready to launch was run Google searches on variations of "how to get a major blog to cover you".

The results was this list.

Of all of the tips contained in those articles, Marshall Kirkpatrick's articles were the most helpful (no big surprise there). After reading this article I decided to add this section to my company page and to tweak my "direct email template" (see below), and after reading this one I created an OPML file for Balsamiq's feeds, which in the end resulted in Marshall covering Balsamiq on ReadWriteWeb himself.

Aside from those articles, I read a bunch of books over the last few months which had something to say on the subject: Bob Walsh's excellent book and e-book are especially useful for coders like me.

Send Direct Emails

In preparation for launch, I sent maybe around 40 direct emails to bloggers I thought might want to cover me. I had a list of such blogs handy: most of the blogs I read every morning apply. (with the notable exception of TechCrunch, which I never submitted to since all they care about is VC-money-madness and I'm staying away from that, Balsamiq is a bootstrapped small business, not a startup in Paul Graham's sense of the word) [UPDATE: strikethrough after a lesson learned].

If you don't have a list handy, you can once again follow Marshall's advice to create one.

Once you have a list, forget your inhibitions and just email the blogger to their preferred email address (or submt to their "contact us" form, whatever they suggest).

Note that I also sent emails to "mavens" who didn't have a blog but maybe wrote a book that was relevant or are just huge superstars like Jason Fried or Guy Kawasaki - yes, I emailed them both, and they both replied, being the class acts they are. I am never washing my Inbox again! 😉

Here's the email template I used:


A tool you might be interested in: Balsamiq Mockups


Hi there.

[insert a paragraph thanking the blogger for their work]

[insert a paragraph in which you explain why you think this email is relevant to their blog]

I am preparing to launch a prototyping tool that you and your readers might be interested in, so I thought I'd share it and perhaps get some of your expert feedback on. Here's the info if you're interested: - You can find info on Balsamiq Mockups and my company from there.

Please don't hesitate to contact me if you have any questions about it. I'd be happy to send you a license so that you can evaluate the desktop version better, if you'd like.

[optional] One note: I am still in stealth mode, so I'd appreciate it if you didn't blog about Balsamiq until June 19th.

Giacomo 'Peldi' Guilizzoni
Founder, Balsamiq Studios, LLC
ph: +1 (415) 367-3531, Skype, GTalk, Facebook, Twitter, FriendFeed: balsamiq

If you are reading this and were on the receiving end of an email like this, forgive me for sending you a templated email...but I sent 40+ of these puppies and efficiency is a must for a one-man startup like mine! 🙂

What I like about the template above is that it's fairly short, informative enough, respectful (not begging), it includes a way for the blogger to contact me (look at the signature), and offers the blogger something special (a free license), which is an incentive to reply and start a conversation.

Just remember that bloggers are just people, sure they are insanely busy and hugely influential people, but still people like you and me. And they are always, always looking for interesting content.

I think I roughly had a 20% success rate with those emails (i.e. 2 in 10 resulted in a write-up), which I am very happy with.

I sent most of those right before launch, but I occasionally still send emails like that out once in a while if I run into a site that I like and seems relevant.

Inject Yourself in the Conversation

Another thing that has worked for me is what I call "injecting myself in the conversation". As I was looking for bloggers to contact, I found some posts/articles that were extremely relevant to what I was doing. In other words, these are posts that people looking for a tool like mine would find and read.

So what I did was add a comment like this one or this one. And I get a lot of traffic from my comment on this post.

The thing to note is that I only ever add a comment if I think it will be useful for the readers of that blog post, the last thing I want to do is spam (man do I hate blog spam with a passion!). If it's only mildly relevant, I pass.

Another thing I do to track relative conversation is make extensive use of RSS coupled with Twitter. Here's a post on Making RSS work for your micro-ISV I wrote on the subject.

I also have an RSS feed of a Twitter search for prototyping OR "UI AND design" OR wireframe OR mockup OR UX which is a great read in general, and useful for finding people who are looking for a tool like mine: here's an example, and here's another. In those cases, I send a Tweet back like this one. Again, only if I really think my tool will help them, relieve them from the pain that brought them to vent their frustration on Twitter in the first place.

This incredibly direct way to advertise has been very successful, resulting in multiple reviews and sales.

It basically allows you to contact people who are looking for you, moments after they expressed their need for your solution (i.e. when they need you most).

In other words, if you are a PR firm and don't have a Twitter strategy, it's time to get one, fast.

Give stuff away!

This is really a case of "the more you give, the more you get".

Give to bloggers

Everyone likes free stuff, but you have to be careful, as giving free stuff to journalists can be considered a form of bribery.

The way I deal with it is to make it a company policy, clearly stated on my website. If you are a blogger, you get a free license. Period. You have no obligation towards me. I have no control on what you write: in fact, a critical review is sometimes more useful to me than a glowing one.

Also, by its nature the demo version is limited in functionality, so a full license is required to fully evaluate the product in order to write about it.

Give to bloggers to give away

Bloggers love to give away free stuff, as it makes their blog more popular. In preparation for the 1.1 release, I emailed all the bloggers who had requested a license and offered them an extra license key to give away to their readers, as a promotion.

The July Sharepoint Buzz Giveaway is a great example of what I mean.

Give to do-gooders

I am SO happy to be giving away so many licenses to non-profits and other do-gooders in the world. I don't have much to give, but somehow managed to create a tool that people find valuable. So I am extremely happy and proud of the fact that all these do-gooders use my software to do good in the World. It gives me motivation to keep going.

For the more cynical of you, giving away to do-gooders is also good for business: first of all, most non-profits are poor and chances are they wouldn't be buying your tool if they had the money (they'd use it for something more important), so it's not like you are "spoiling" a potential customer. On top of that, non-profits have lots of contacts in the for-profit world, and are good for your company's image. But none of this matters to me, the World needs more do-gooders and I'm happy to help them in any way I can.

Give to everyone!

I offer a free version of Mockups on this site or download a demo version of Mockups for Desktop. Sure they are limited in functionality and nag you every five minutes, but they are still useful for the occasional mockup. You can export your work as XML and save it to a text file if you want to continue working on it later or create more than one. So in other words, they are fully functional versions, just not super-convenient versions.

I give these away because I believe people should have access to my tool if they really need it and can't afford it, and to allow people to try before buying.

The fact that these versions exist gets mentioned a lot in the blog reviews, as bloggers like to help others find good free stuff.

Make it fast!

I give away about a dozen licenses every day, so I have to make it as fast as possible. I wrote a little application that allows me to send someone a license with only a few clicks. All I do is select the person's name (from their email), copy it, paste it in the application, click "generate key", and what I get is not only the key, but a pre-populated email like this one:

Hi there, here's your license info:

Download URL:
Organization name: test test
Serial Key: [redacted]

I have some assets you can use here: if you'd like.
I'll add test test to my Customers page in the next few days.

Enjoy Balsamiq Mockups and thanks for the good you're doing in the World!
Enjoy Balsamiq Mockups and thanks for spreading the word, I am looking forward to reading your review!

The app automatically puts that email in my clipboard, so all I need to do is go back to gmail, hit reply, paste, delete the lines that don't apply and hit send.

The whole process takes me about 15 seconds. Efficiency is everything! 🙂

Blog Blog Blog

The chart above shows the number of visitors to since launch. The two highest peaks happened the day after two blog posts, both about Balsamiq's financial results. The second post resulted in the RWW review mentioned earlier. Some of my blog entries get a lot more traffic than other site pages, and I suspect this post will as well.

In other words, blog, blog blog! 🙂

AdWords? What's that?

So far I have spent exactly $0 on marketing (I don't even have an AdWords account). Sure I have put some serious time into the website and the marketing efforts described above, and given lots of free licenses away, but out of pocket, I have spent nothing so far. I might explore it when I need it, but so far it hasn't been necessary.


Again, I feel a bit uncomfortable passing the above as advice...take it for what it is, a description of what I have done so far. Implement at your own risk! 😉

I really feel that the Internet has kept its promise: anyone can reach a very wide audience, all it takes is a computer, an Internet connection, some readily available know-how and some old fashioned elbow grease. 🙂

If you are reading this because you are about to launch a new product, good luck to you, and don't forget to have fun with it!

UPDATE: once again this post sparked an interesting discussion on Hacker News. Read it and learn about my prejudices and insecurities (bad) and lessons learned (good) 🙂

UPDATE: I have revisited these tips one by one as part of this Uncommon Interview over at the "A Smart Bear" blog.

Peldi for the Balsamiq Team

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Comments (53)

  1. Pingback: 2014 in Review: The Beaver Builder Story | Beaver Builder

  2. Thank you Peldi for this great post, which is still relevant 6 years later. I think a great way to get traffic and feedback today is using communities. Reddit is good for that, as well as our communities network, Talksparks. You can easily go to and instantly share it with the community.

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  7. Hi Nils, the website was open but I didn’t tell anyone about it. I wouldn’t worry about buzz much. Buzz is short-lived, it could help for a week but the quality of the product and of your company will matter much more in the long run.

    Peldi Guilizzoni
  8. Did you make your website open to the world before you marketed it or had customers? We’re mulling over launch strategy for a b2b product, and wondering if opening the website before we have real marketing behind it would hurt our ability to get buzz later. Thoughts?

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  11. Thank you! I’m the CEO of a boot-strap start-up, aka need to make organic marketing work and while my business is B to C and quite different from Balsamiq there are invaluable lessons in the systematic process you describe above.

    Also checked out your site – brilliant product which I hope we’ll be able to use in future!

  12. Great strategy, We are trying similar approach for our newly launched SEO Platform ( So far successful in creating some buzz with news sites, next level we will try with blogs in SEO domain.

  13. I have been directed here because I was trying to look for materials on how to launch a bootstrapped startup (What are the chances! lol) The line between freemium and getting users to pay is a fine one. You have clearly separated who should get it for free and it’s for an honorable cause.

    Well done! But I am not sure if it applies to all softwares/applications out there.

  14. Lots of 404s in your links. The web is slipping away beneath us 😉

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  17. Hi Peldi,

    Awesome post. Thank you! We’ve used Balsamiq (free and paid), and we love it =D.

    I’m going through this right now for my startup. Creating a plan, compiling lists, and I am ready to give the product away to bloggers. That’s no biggie and I think bloggers these days get free stuff handed to them all the time. You mention you only do it when it’s truly relevant to the writers and I’m going to hold ourselves to that as well.

    I was wondering, do you do anything to maintain the relationship AFTER they have written about you?

    – Ricky
    Co-Founder, Crowdbooster

    [Peldi: re: maintaining relationship after they wrote…I don’t do anything special, I just try to maintain a good relationship in the same way I do with customers or friends who live remotely]

  18. Thank you Peldi, for sharing your pearls of wisdom. You have a kind heart, sir. Awesome!

    Lawrence Barris
  19. Thanks, Eugene. Fixed.

    Peldi Guilizzoni
  20. Great Article. I actually read about your product in Do More Faster which I was reading on my Ipad. We created a lead management tool for doctors that is giving excellent results but getting the word out to a niche market has been difficult. This certainly helped and yes Adwords is no longer an cost-effective way to reach customers.

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  22. I thought I was the only nut who listed out each and every expense and step as it pertained to the launch of my startup on a blog. I knew about Balsamiq but wasn’t aware of your blog Peldi… now that I’ve found it I think I’m going to turn into a regular reader. Glad to have found a kindred spirit. Thanks for sharing… this post pretty much hits the spot regarding what I need to be thinking of for marketing!!

  23. So much value in this post…I wish I had found this back when you did the article. You probably mentionned it elsewhere, but in addition to the rss feed for a twitter search Google alerts can be pretty neat

  24. Many people tend to underestimate the impact of blogging. But as illustrated in your graph, there is a direct correlation between a new blog post and the number of visitors. Thanks for sharing your tips.

  25. Absolutely useful information for startups as well as for many others who had very little idea about how to use the marketing potential of the blogs and social media. Thank you very much for this information!

  26. Hello, I just stumbled upon this site from Yahoo and just wanted to take a moment to say thanks for the information that you’ve written about.

  27. Hi Peldi,

    Great post. I used it as an example in my blog post: If you can’t beat them… Teach! I hope you don’t mind 😉



  28. Thanks for these tips. My friend and I just launched our bootstrap project today and we’re really anxious to get our name out there. I feel a lot more comfortable about it now that I have a nice marketing TODO list in front of me. On your suggestion, I’ve started by sending emails to niche bloggers, but I’m taking extra time to personalize each of them. Anyway, this post really helped me out today. Thanks!

  29. Buona notte, Giacomo.

    Really great post and actionable tips. I have done most of this before but it’s great to learn some new parts and to have it all in one place.

    BTW about the slight Hacker News backlash, as you may know by know “VC” and “angel” (and “seed” and etc.) are fairly different. All are good/bad depending on the stage you are at and goals, but yes, a lot of the newer angels have a big following 🙂 I just started a blog (how2startup) and will be doing an upcoming post on the topic of funding, sources etc. And congrats on bootstrapping it!

    P.S. amo il aceto 🙂

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  31. I have some blogs but really wondering about to how to get traffic on them and your post was very helpful for me. I think I can beat the traffic now.

  32. Thanks for the post, i enjoyed reading it. blogging is not as easy as many think it is, it’s hardwork. any how thanks.

  33. I recently quit my job to start business on my own and I can’t tell you how happy I am to have found this awesome post. Thanks for all the advice, I’m sure it’ll come in handy.

  34. This is what I was looking for after 3 weeks of fighting with the adwords system and those high priced keywords!.

    Thanks and God bless you and your family…

    Thanks again… I am so happy.!!!

  35. Wow this article is chock full of useful content. Thank you so much, I will be reviewing these links for my own projects!

  36. Lots of good points for beginners. Thanks a lot for very useful tips about startup marketing techniques.
    Roy Peter – Marketing

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  40. Fantastic post! I think this (and your other posts) are a good example of generating interest by ‘turning your business inside out’, in a sense, ie blogging about the behind-the-scenes stuff. 37s are masters of it. It’s a great way of getting the attention of people who are doing something similar *and* are interested in your app.

    I guess the bottom line is no one has a magic formula for this kind of stuff, so we all learn from everyone else, which makes other people’s experiences incredibly useful.

    Hats off to you for doing the research, *doing* the marketing (tweets from the dev are a thousand times better than tweets from a PR company I’d think), and sharing your experiences! 🙂

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  45. This article was super helpful! I’m helping a client create a new company name. We decided to take a new approach so we are reaching outside of the company for inspiration. I’m hoping reaching out to bloggers will get the word out. Check out the site, The winning company name will go down in history and the creator will be rewarded with $1,000. Spread the word!

  46. Great article, and thanks! I’m entering PR mode with my parenting-related startup ( and it is great to hear your first-hand experience.

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  48. Thanks for the write up Peldi, your advice is clear. I work for a startup just coming out of stealth mode right now, and you brought up some sound, logical points that we can start applying straight away. Very, very useful!

  49. Very interesting guide, Peldi.

    Thanks for sharing your experiences.

    – Vasudev

  50. Thanks for the nice comment and link love Peldi! And incredible article. Just added it to delicious. Thanks. -Mike

  51. Great tips… I think I am doing most of these in the lead up to our public beta launch of this thursday, but it is nice to know that we are on the right-ish track. We are bootstrapping as well, but miraculously got onto TechCrunch when we launched our private beta about 4 weeks ago. These days I am finding FriendFeed to be the best thing for connecting and learning from bloggers and other startups. I found this post on FF!

  52. How did you set up that Twitter search RSS feed? I couldn’t find a way to search for message content, only usernames and locations.

    [just go to and enter your search terms. The results page has an RSS feed – Peldi]