A while back I was reading a post that Mark Cuban wrote about why a startup should not hire a PR firm.
Now, I like Mark and, for the most part, I tend to agree with what he’s saying; when you first launch a startup you need to be incredibly wise with what little money you have.
However, I think it’s important to remember that PR firms do more than just connect you with important media sources. They build excitement around your brand and get customers to engage with your company.
Of course, Mark isn’t saying that PR firms can’t deliver value for a startup; he was simply saying that it’s not a smart investment for a startup considering they have such little cash.
So then.. If it’s not a wise investment to hire a PR firm, how then are you suppose to excite people about your business idea and generate demand for your product or service?
The answer? …entrepreneurs need a good hype man.
The role of the hype man
Let’s face it, building a successful startup is incredibly difficult in itself.
How much more difficult would it be if you tried to do it by yourself? Entrepreneurs need someone there who they know has their back. Someone they can trust.
Like an entrepreneur, a good hype man will likely play many different roles. However, in my experience, there are several important areas where a good hype man always has your back:
- They get people excited – The main role of the hype man is to get people excited and interested. They’re great at understanding a crowd and saying the right things to provoke a response.
- They funnel attention – A great hype man is also incredibly good at funneling attention towards the entrepreneur and their business. This takes a selfless person; at one moment they capture attention and pass it off the next.
- They give you time to breath – Despite your best efforts, every entrepreneur slips up every now and then. A great hype man knows when to step in and fill the gap. They fill in while you temporarily catch your breath.
Characteristics of a good hype man
Hype men come in all shapes and sizes.
In all reality, you may have more than one hype man inside and outside of your business that look very different from each other.
However, regardless of where your hype man comes from, good ones typically have a few characteristics in common:
- They are passionate – Of course, right? How could someone generate excitement if they themselves where not excited? Good hype men are excited about what you are trying to do. This is apparent in their attitude, speech, and body language.
- They are interesting – Likewise, you need to find someone who people can connect with. This person should also be a good representative of your brand.
- They are loyal – This person is someone you can trust to have your back. Even when they’re out pounding the pavement for your brand, they’re careful to make sure they deliver the right message.
How to get the most out of your hype man
Even the best hype men will be worthless if your product sucks.
Great entrepreneurs build processes and procedures that support and empower their team:
- Customer service – Having a great customer service process will make customers fall in love with your business even more. Great customer service will make your hype man’s job much more easier and will give them the tools to fall back on.
- Business credibility – Likewise, if you and/or your business lack business credibility, why would anyone listen to you? Regardless of how great your hype man is, no one will give him the time of day if they don’t think your business is legit.
- Be a great entrepreneur – Even the best hype men on the planet can’t make great entrepreneurs; they simply compliment entrepreneurs and add to their ability. If you want to be great, you’re going to have to put in the effort yourself.
Conclusion
Like I said, it’s incredibly difficult to grow a successful business.
As Mark pointed out, when you first launch you won’t have much money to spend. This means that, if you’re not careful, all of your money could be gone and you could be out of business just like that.
In most cases, hiring a PR firm may not be the best move. However, if you’re lucky, you’ll find a good hype man and the two of you will grow your empire to mythic proportions.
Who is your hype man?