Techies don’t respond to marketing; try technical documentation instead

Hackernoon writes that many tech startups, especially open-source ones, treat marketing as a dirty word. Many of these founders were star employees and think that “good work speaks for itself.”

As individual contributors, they only had to deliver great features to get recognition for their work. They were not required to promote their work – that was somebody else’s job. So the hard work of marketing is invisible until the individual contributor turns into a startup founder.

Once programmers become founders, they realize that marketing and sales are the lifeblood of their business.

But what is technical documentation?

As a developer, it’s rare that you know how to use a new API or platform right away. A developer usually has to follow detailed instructions before they can build on top of an API. These detailed instructions take the form of documentation.

Read the entire strategy in the article here.


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