How this startup is making influencers talk about them for free

Good example on how to double down on network effect

I love it when a product does a pretty good pre-launch campaign.

And when you are just launching, you need to build some demand.

If you allow everyone to sign up and use the product, then who cares? it’s just another product.

The art is in making people feel special.

In order to make people feel special, you need to give them special access. Something that they can brag about with their peers.

That is what clubhouse did at the beginning, and that’s exactly what this fintech startup called leadoff is doing.

Leadoff enables anyone to make an investment in Indian private growth companies.

When I heard about the concept, I straightaway went to their website.

I had to apply to get “reserve access“

I clicked on it and got my application done.

And now comes the innovative part. After applying, if I want to increase my chance of getting the slot, I have to tweet about leadoff.

Guess what, I did tweet about it. So did many, including people with thousands of followers.

Imagine if the product marketing team just decided to be boring and decided to give access to everyone by opening up the signing up process?

• It wouldn’t have given a special feeling to those who got selected.

• They would have lost all the free promotions they are getting all-around twitter.

• Most importantly they wouldn’t be able to test out their product with the most loyal initial bunch of users/early adopters.
  

If you loved what you read, hit the subscribe button - I send marketing-related emails every week.

Let’s connect: thejaisonthomas.com