How to Get in TechCrunch

Here’s a video of my interview with Mike Arrington of TechCrunch.

The salient question that Mike answers is, ”How do I get my company in TechCrunch?“ The short story is:

  1. The “standard answer” is to send an email to editor@techcrunch.com and take your chances. Thirty pitches come in per day this way.

  2. The most effective way is to get a referral from a venture capitalist or someone “known” who can speak on your behalf. Ten per come per day this way. Thirty plus ten equals forty, and he runs four stories per day, so you might think that ten percent make it. However, many of his stories are internally generated (followups, reports on what big companies do, etc.), so the actual percentage is much less.

  3. The key is how good the company is, not the “slickness” of the pitch. For example, an unpolished pitch for a great company will get through. Also, a great pitch for a lousy company won’t. Basically, you should assume that the bull-shiitake detector is always on.

  4. Speaking of bull shiitake, specifically don’t use descriptions such as “revolutionary,” “Web 2.0,” “huge,” “change the way you’ll use the Internet,” and “disruptive.” This is what Mike calls “cheap adjectives,” and they are kisses of death in Michael’s eyes.

  5. To describe what you do, you should provide a tangible frame of reference instead of using the usual bull shiitake. For example, one pitch that worked is “YouTube for PowerPoint.” Many entrepreneurs are loath to mention other products and prefer cheap adjectives. This is a mistake.

  6. Finally, only the first two or three sentences count. If you don’t capture him that quick, you’re hosed.

In short, you should approach TechCrunch as you would a venture capitalist except that TechCrunch doesn’t write checks, but it can get you in front of 250,000 or so people.


By | 2016-10-24T14:23:44+00:00 November 8th, 2006|Categories: Marketing and Sales|Tags: |43 Comments

About the Author:

Guy Kawasaki is the chief evangelist of Canva, an online graphic design tool. Formerly, he was an advisor to the Motorola business unit of Google and chief evangelist of Apple. He is also the author of The Art of Social Media, The Art of the Start, APE: Author, Publisher, Entrepreneur, Enchantment, and nine other books. Kawasaki has a BA from Stanford University and an MBA from UCLA as well as an honorary doctorate from Babson College.

43 Comments

  1. Jean Sini’s notes November 8, 2006 at 7:48 pm - Reply

    How to Change the World: How to Get in TechCrunch

    Mike certainly wields a lot of power, given the size and focus of his audience. I haven’t finished watching yet, but I am half-expecting Marc to show up at some point in the video, given that he was at the session.

  2. Mike Johnston November 8, 2006 at 7:51 pm - Reply

    Great interview. I assume it was from your startup conference a week or so back. How often do you plan do have these conferences?

  3. Rob November 8, 2006 at 8:28 pm - Reply

    I found the best method is to just contact Mr. Arrington directly. I’ve had a couple friends develop some cool sites which I passed onto Mike… It took about 15 minutes to show up on TechCrunch.
    Other than “connections”, I’m going to say your service needs to be pretty cool or new. The concept doesn’t even need to be useful, but beware that you might get a not-so-perfect review.
    It’s interesting to watch TechCrunch and stay up-to-date on who gets funded. If you make it to TechCrunch, you’ve got a hot shot at getting funded (or so it seems). I’ve seen some pretty crappy services roll out and claim millions in VC funding. The business model has become elusive, yet money is floating around like air. Go figure.
    I can happily say that Garage’s portfolio is one of the ONLY portfolios that actually take risks on REAL technology – not flashy mashups. Keep up the good work.

  4. Scott Brooks November 8, 2006 at 9:48 pm - Reply

    What a great article. It was interesting from the perspective of someone who just got covered by techcrunch in the last 12 hours. I can attest that there is a traffic spike ….and it is instant.
    They have a very good thing going there and as they continue to break major merger deals before mainstream media ….wow what an accomplishment.
    I can only imagine the WSJ cringing at the fact that they had to quote techcrunch on the google/youtube deal.
    Great job guys …
    cheers
    scott

  5. Roger von Oech November 8, 2006 at 10:02 pm - Reply

    Slightly off topic, but I just wanted to say how much I enjoyed your presentation today at your “Art of the Start” conference. You conveyed a lot of good information in a highly entertaining and personable manner. And the audience clearly benefited!

  6. Nathan Ostgard November 8, 2006 at 10:02 pm - Reply

    Mike Johnston: It’s actually from the startup conference held today.
    I just got back to the hotel. Awesome that it’s online so quickly — gotta love the Internet.
    I really enjoyed seeing it. It was a great interview, and definitely one of the most entertaining segments of the day.

  7. MYBLOG by Ouriel November 8, 2006 at 10:14 pm - Reply

    How to make it in TechCrunch in France?

    Well let s start with TechCrunch. Here is a Funny and close to true post on how companies are selected to feature in TechCrunch. A video to explore To make it in TechCrunch France? pretty much the same. the flow

  8. Brajeshwar November 8, 2006 at 11:10 pm - Reply

    Thanks for the tip. This might come in handy in future!

  9. michael arrington November 8, 2006 at 11:52 pm - Reply

    Guy – Thanks for the opportunity to talk with you today. I had a lot of fun, and it was a great audience.

  10. Andrew Michael November 9, 2006 at 12:43 am - Reply

    Great interview and conference.
    Very personal, humorous, and enlightening.
    Thanks again for the autograph 🙂

  11. jack November 9, 2006 at 3:05 am - Reply

    I recently found a very interesting website:
    http://alreadylinked.com/
    There you can purchase ad space for your Blog etc.

  12. Netanel Jacobsson November 9, 2006 at 5:59 am - Reply

    I think a more important question is how do get active users and frank questions about your business model. Getting covered by Techcrunch is really not that important – unless your futur users and your target audience is Techcrunch readers. The other question is how many of those companies that have been covered by Techcrunch have a sustainable business and will be around tomorrow….

  13. The Internet is People November 9, 2006 at 7:57 am - Reply

    How to get on TechCrunch

    Guy Kawasaki interviews Michael Arrington about TechCrunch, which a lot of people seem to now view as a fast track to making it with a web application startup. Guy has the cribnotes, which are interesting, but Tony Hung summarises it furt…

  14. Mark November 9, 2006 at 8:25 am - Reply

    TechCrunch is a great site but there are a ton of companies they haven’t touched yet. I’m still waiting for them to talk about AssociatedContent.com and how well they are doing in the content space.

  15. Chuchichäschtli - Made in Switzerland November 9, 2006 at 10:57 am - Reply

    Wie kommt mein Startup auf TechCrunch?

    Wieder mal ein interessantes Video mit Guy Kawasaki. Diesmal mit Michael Arrington von Techcrunch. Techcrunch ist derzeit DIE Nummer eins Ressource für Internet-Startups und ist bei Technorati auf Platz 7:
    Medium: video.google.com
    Link: video.google.c…

  16. Joe Suh November 9, 2006 at 11:49 am - Reply

    Great Q/A. Guy, God has a slightly higher market share… more like 45% 🙂

  17. Jason November 9, 2006 at 12:06 pm - Reply

    It’s interesting what Michael says about relationship being key to getting published. I agree with that but it is somewhat contradictory to the way news channels are flowing. He cites cnet as being a traditional hierarchical organization (slow to respond). True. However, look at their coverage. They cover a much wider range of territory than techcrunch can with just 10 people. And look at that organization of digg or reddit in terms of being flat and community driven. Which turns out the most compelling content? IMHO, it’s the social bookmark sites – not the big editorial hierarchy or the small gatekeepers. Great interview – Thanks Guy!

  18. Daily Blog Tips November 9, 2006 at 12:40 pm - Reply

    I wonder what is the value in terms of exposure of getting featured on TechCrunch, some $50000 or so?

  19. Personal Insights on Web 2.0, Blogging, and Business November 9, 2006 at 1:43 pm - Reply

    Making the Pitch to TechCrunch

    Do you have a cool web 2.0 web site and want to be featured on TechCrunch? Guy Kawasaki covers the subject with a post and video with Mike Arrington. Robert Scoble adds some commentary by saying, Show up at conferences and geek events where Mike…

  20. xamox November 9, 2006 at 2:27 pm - Reply

    The trick is you just send him an e-mail that says,
    “I will kill you Mike Arrington……………with my new web service. Blah, blah, blah.”

  21. michael white November 9, 2006 at 2:28 pm - Reply

    Dem’s are back, Guy gets to have his wish. Just one more bubble. Guy, it’s in the making on Wallstreet.
    M 🙂

  22. alek November 9, 2006 at 3:11 pm - Reply

    Educational and entertaining video I watched/listened to the whole thing.
    Typical Guy hilarity – his microphone wasn’t on, so he said “a good sound guy would have turned it on” … and then as he pulled it out of his pocket he said “… or a good speaker would turn it on too”

  23. JibberJobber Guy November 9, 2006 at 3:23 pm - Reply

    This was a great video – worth the 45 mins. This is the kind of conference and knowledge share that is worth the trip!
    PS Rob Dewey, can I be your friend? Seems you have a knack for getting things onto the TechCrunch page 😉

  24. themediaslut November 9, 2006 at 8:39 pm - Reply

    Shh! Please come to my secret party.

    One of the Pitches, Debbie, at the pitchmarketing blog does not like to be invited to secret product launches.pitchmarketing.blogspot.com:Tell me what the party or event is for, if for some reason you HAVE to keep it secret until we walk through your d…

  25. Aaron November 9, 2006 at 9:33 pm - Reply

    Great post. Great interview. Guy you are always entertaining, if not highly informative.

  26. brian patrick November 10, 2006 at 10:03 am - Reply

    If you want to see a video of what happens after being “Techcrunched” – check this link about David Cohen’s service Earfeeder, which was featured on TechCrunch, and then sold in a little over a month afterwards.
    http://blip.tv/file/99328

  27. Patrick November 11, 2006 at 11:41 am - Reply

    I was at Web 2.0, but after seeing this, wish I was at Art of the Start! I would have saved a few thousand $$ too!

  28. DiTTES.iNFO BLOG November 13, 2006 at 10:37 am - Reply

    How to Get in TechCrunch

    Guy Kawasaki hat mal wieder ein Video online gestellt, dass sehr interessant ist, denn in dem Interview erklärt Michael Arrington wie TechCrunch entstanden ist und verteilt eine Runde Gratistipps an Statups:
    Mike Arrington of TechCrunch and Guy Kawas…

  29. Anju Marempudi November 13, 2006 at 2:52 pm - Reply

    Intrigued by the recent WSJ article on TechCrunch, we were trying to analyze how much new VC money was raised by the companies profiled on TechCrunch. Surprisingly, these investments could hit a billion dollars this year! Surely, these are more of interesting metrics rather than a serious attempt to draw correlations. I am glad that I saw your interview just yesterday, which further supports the influential role of Mike Arrington and TechCrunch for VCs and Entrepreneurs in the Web2.huh?
    world.

  30. David Duey November 14, 2006 at 11:52 am - Reply

    How to Get Crunched

    Guy Kawasaki posted a video interview with Michael Arrington of TechCrunch titled “How to Get in TechCrunch.” The article provides a synopsis of the Michael Arrington interview. It’s great information for anyone trying to market high tech products and …

  31. RMena November 15, 2006 at 1:49 am - Reply

    Techcrunch is good if you want to hear about 2 or 3 companies a day, but lets be real many more are on the prawl, if I must say. So many websites are on the internet, but never get to be seen or even heard of. I dont want to talk about my site too much(TallStreet), but I believe it is starting to solve a problem for smaller websites to be seen. Are we just using the sites that get funded or put on a small list from one person reviewing it. Everyone is always worrying about the wrong things for there site, remember its about purpose of the site, not how much money you have behind it, I do agree money does help. Our site allows anyone to sumbit there site and you choose the keywords and the users choose the ranks!
    TallStreet.com

  32. Entrepreneurs Viewpoint November 15, 2006 at 11:21 am - Reply

    TechCrunch Training

    Guy Kawasaki posts aboutnbsp;hisnbsp;method for how entrepreneursnbsp;can get mentioned in TechCrunch, the blog that quot;doesnt write checks,quot; as Guy says, but quot;can get you in front of 250,000nbsp;or so…

  33. Ade November 15, 2006 at 4:55 pm - Reply

    even one or two sentences can be overkill. ideally, the concept can come down to one or two bullets.
    flynote.com

  34. Ed November 17, 2006 at 8:03 am - Reply

    Great post. TechCrunch is my favorite blog, i visit the site daily.

  35. இ Search Engines WEB November 17, 2006 at 10:52 pm - Reply

    Another just recently revealed point is that Techcrunch almost always has to be first to publically intoduce the firm in Blogs – otherwise they will usually pass on it. 🙁
    blog.fleck.com/2006/11/16/mashable

  36. Anonymous November 17, 2006 at 11:02 pm - Reply

    VIDEO: Mike Reveals Dos & Don’ts for TechCrunch Review

    How are some companies able to get a TechCruch Review? What Strategies work the best and are most convincing. The top two sentences will make or break you- and Do NOT use certain hype words including :LOL ‘WEB 2.0’.
    How did Techcrunch begin. Good …

  37. Jonathan Boutelle's home on the net November 20, 2006 at 10:59 pm - Reply

    Rashmi inteview with Guy Kawasaki, Mike Arrington

    At the “art of the start” conference last week, Michael Arrington from TechCrunch was interviewed by Guy Kawasaki about “How to Get on TechCrunch”. Michael basically said that you shouldn’t use words like “revolutionary” and “web 2.0” to describe your…

  38. Software (Ad)Venturing February 28, 2007 at 9:29 am - Reply

    Dekoh gotTechcrunched

    Ryan Stewart did a quick preview of Dekoh and it got covered on TechCrunch.
    As expected Techcrunch effect showed on our website with hits and registrations soaring up dramatically. Our excitement has gone up several notches after a very positive revie…

  39. amy March 22, 2007 at 11:46 pm - Reply

    Following the success of the initial Launch: Silicon Valley event in November 2006, we are pleased to announce Launch Silicon Valley 2007 will be held on June 5, 2007, at the Microsoft Campus in Mountain View, CA. The event, co-presented by SVASE and Garage Technology Ventures, provides the next generation of emerging technology companies with the opportunity to pitch their products to, and network with, an audience of Silicon Valley’s top movers and shakers. The first Launch: Silicon Valley event featured 29 top startups, presenting their products and services to an audience of over 180 VCs, Angels, corporate business development executives, prospective customers and partners, bloggers and media.
    Launch: Silicon Valley 2007 is designed to uncover and showcase products and services from the most exciting of the newest startups in information technology, mobility, security, digital media next generation internet, life sciences and clean energy. Launch: Silicon Valley 2007 will feature new companies that are ready for launch, but are not yet well known. These are companies that have a product or service available (as of June 5, 2007), but have not been out in the marketplace for more than a few months. Companies that are interested in presenting their products at Launch: Silicon Valley 2007 should send an Executive Summary of no more than 2 pages to Launchsv@svase.org by latest May 3, 2007

  40. amy March 23, 2007 at 2:14 am - Reply

    Launch: Silicon Valley 2007
    When
    Tuesday, June 5, 2007
    12:00 PM – 6:30 PM
    Where
    Microsoft Campus
    1065 La Avenida, Bldg. 1
    Mountain View, California 94043
    (Yahoo! Maps, Google Maps)
    Category
    Commercial
    Description
    Launch: Silicon Valley 2007 is THE premier event designed specifically to give you the opportunity to stay on top of the latest emerging technologies, products and startups.
    Launch: Silicon Valley 2007 offers the chance to witness the launch of up to 30 pre-screened new product offerings, which are built and ready to hit the market. Unlike business plan pitch events, Launch: Silicon Valley 2007 showcases real products – but before the market and competition have seen them. This provides you with the forum to discover new products and startups, at that critical time when ideas turn into realities and possibilities into opportunities.
    So join us on June 5 at the Microsoft Campus in Mountain View, for the chance to uncover new products, trends, opportunities and partners. Launch: Silicon Valley 2007 is the only event of its kind in the San Francisco Bay area, where you get a preview of the people, products and technologies that will shape the future.
    The Selection Process
    Last year over 150 companies from New York, Colorado, Finland, New Zealand, Australia, Spain, and the UK, as well as from the West Coast of the USA submitted executive summaries for the opportunity to pitch at the inaugural Launch: Silicon Valley in November 2006. Launch: Silicon Valley 2007 will use a similar process of evaluating every submission by at least 2 members of the Advisory Board, composed of leading members of the Silicon Valley investment community, to bring you the 30 most exciting products offerings from the best emerging technology startups.
    The Pitches
    Launch: Silicon Valley 2007 will put presenting companies in the spotlight, giving them 10 minutes to make a believer out of you. And if these high energy pitches leave you only thirsting for more, you can meet the startup teams one-on-one during our regular networking breaks.
    The Deals
    At Launch: Silicon Valley 2007 you’ll have the chance to meet the people who created the products you just saw launched on stage, to answer your questions one-on-one. You might even be able to explore the potential for a deal or two.
    EARLY BIRD REGISTRATION available until April 31, 2007
    Launch: Silicon Valley audience:
    SVASE Members: $125
    Non-Members: $145
    Homepage
    http://svase.org/index.php?option=com…
    Thanks
    amy

  41. bobe_logan June 4, 2007 at 12:45 am - Reply

    I really enjoyed seeing it. It was a great interview, and definitely one of the most entertaining segments of the day.

  42. Audio September 15, 2007 at 8:09 am - Reply

    This was a great video – worth the 45 mins. This is the kind of conference and knowledge share that is worth the trip

  43. Katalog Stron September 25, 2007 at 2:29 pm - Reply

    Nice movie and great coments for this article..

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