Blogmutt (the company I'm starting with longtime partner Wade Green) has studiously avoided seeking too much attention just yet. With no PR effort at all we currently have more beta test customers than we can handle, and more sign up every day for our closed invite list.
Soon, though, we're going to be getting some coverage, as I'll be on stage at the Founder Showcase. Reporters signed up to be there, and the organizers had to change venues to accommodate demand from them and others, so it's going to be hard to keep Blogmutt a secret.
I don't know if we'll win. We did get more votes than any of the 63 companies that applied, so based on that alone we might even be the favorites. (That's bad luck, now that I think about it. This is an underdog kind of crowd. Luckily, we are a company named for a mutt, so the underdog-lovers will want to at least sniff our butt.) [Insert panting noise here.]
No matter what happens, there's likely to be some coverage, and I was a reporter long enough to know that the more I try to manage the coverage, the more I'll be frustrated with how the coverage comes out. Indeed if I had a PR person right now I'm quite sure they would insist that I not run this blog post, which is part of the perverse pleasure I'm getting from writing it.
I can't help but think about coverage, though. The reality for Blogmutt is that the best place for coverage would be the Costco Magazine. But we have a ways to go until we are ready for that, so for now I just daydream.
I read TechCrunch every day, and have for years (thought not as closely as this computer!) Anyway, I think a story there would be fun. I thought about trying to make that happen, for instance, by issuing a press release with an embargo, just so TechCrunch would break all the PR rules and run with it anyway.
I thought about hosting a secret dinner in San Francisco and making it clear that everyone from TechCrunch was barred from the meeting.
Better. But still "meh."
Blogmutt is based on the idea of writing, so for fun I decided to write up a story as if it appeared on TechCrunch written by one of the writers. But which one? I considered Sarah Lacy, but it would be perverse for me to sprinkle in references to the baby in my belly and international travel. I considered MG, but I couldn't figure out how to work in enough Apple fanboy references, or somehow rant (justifiably) about cable and SMS fees. Jason, Erick, Alexia, Leena and the others are better known for the content of what they dig up then the way they write it.
So that left only one choice: Paul Carr. He's such a distinctive writer, and yet the challenge here is that he so rarely does stories about new companies. Even Arrington, flush with cash after his sale and six years later, writes more here's-a-new-company stories then Paul.
Paul's specialty is writing… well, stories like this, complete with periods on the outside of the quotation marks:
NSFW: Why You're a Duffer if You Write for Blogmutt (And Why I'll Tell So Many People To Do It Anyway)
By Fake Paul Carr
I love writing books, it's my favourite activity, but it comes with a sidecar of baggage that I never know what to do with. Amoung these is the inevitable questions from aspiring writers wanting to know what they should do to become a writer just like me.
(I am indeed a writer and you can tell because I sprinkle everything I write with completely whorish announcements such as this: The Upgrade is now available here in the UK, or here with free worldwide shipping.)
The part I love about writing is the sitting in a hotel room at three a.m. composing words about me living my life. It's a tad self-obsessed, yes, but it's what I am.
So imagine that, say, I meet a woman whilst flying or attending some function. She's a decent enough sort, perhaps she did quite well in college meaning both that she did a right proper job with her class work in English Literature, and that she met a spectacular bloke who had the misfortune of being exceptionally skilled at something highly valued in the workplace. I'm thinking something financial that is completely lost on me, or perhaps something making it possible for Exxon/Shell/Whatever to make 0.000001 shillings more per barrel of oil, thus making this bloke so much money that his wife really shouldn't work, and instead should have the job of making sure that their lovely offspring shall never know a moment of want.
Now the children of this woman are, let's say, 8 and 10. This woman is right busy with all the things that you might expect, but she's got an eye on the fact that her job essentially expires about a decade hence and she -- the bright shining star on her campus not so long ago -- will be left without much of a purpose whilst still in possession of a majority of her faculties.
Have that woman fixed in your mind. OK, now imagine that woman asks me what she should do to become a writer just like me. My only answer and the thing that I like as not might say makes me sound like a complete wanker: "I suggest that you leave your husband and children and do nothing but write all day every day for years. It's the only way you might be able to become a writer of any substance whatsoever".
You can see why it is that I try to avoid these conversations.
I'd so much more fancy signing the buxom cleavage of an adoring admirer and then retire to my hotel for more writing and perhaps a bit of watching weirdly anachronistic perks on the telly.
But really, back to that woman. Consider her other options. She could spend the odd bits of time that she has writing a blog for herself. Along with the unwashed masses she'll drop pebbles into the ocean of words out there and cause not a ripple.
She could also consider writing for one of the content farms. This would be far worse, in my view. Her work would get reviewed by the mouth-breathers who aren't talented enough to get a proper journalism job. She might actually write something worthwhile, but the sods who work for the farm will reject it because that's their chance to do what soul-crushing editors have done through the ages. They have a bizarre job in the first place, reviewing writing that's written on the odd hope that someone searching for the 2,472,834th most searched-for phrase on the 'net will click the story written to appear just for that phrase. Dante's circles can't quite imagine something so horid.
So now comes onto the scene this Blogmutt, with the particularly American fascination for animals. (Did the founders name it that hoping to get invited to the party thrown each year by SurveyMonkey and attended by TheBlogFrog, MailChimp, SeatHound and the rest?)
Blogmutt, which debuts in less than a fortnight at the Founder Showcase, is doing something so insidiously evil that I find myself with a kind of fond admiration. What's so evil? They are offering to that woman a chance to write blog posts and get paid not much, but an amount that is agreed to ahead of time and seems fair all around. That's not the evil bit, I don't give a jot if she wants to write blog posts because she happens to be a competent writer and the blokes who run the business with a blog can't string two words together, which appears to be the point of the whole endeavour.
No, the evil bit is that Blogmutt plans on rewarding the writers with badges, awards and the kind of digital ephemera served with such brutal efficiency by Zynga and the others. Writers are so firmly entrenched at the bottom of any normal social circle that, in general, we latch obsessively onto any dollops of affirmation that might slip our way. Now matter how derivative, or dull, any praise for our writing is cause for an immediate hit of the refresh button in a way that would make any heroin dealer recoil in horror. That's the fucking evil part of Blogmutt's plan. They are supplying crack to an army of pierced urban swots in hoodies. Fucking evil, that.
And yet it's exactly what I'll tell any callow aspiring writer who dares ask me for advice on becoming a real writer. I'll be the one hooking them up with their first dime bag, and from there I'll just hope they stay home writing away, waiting for another hit. I'll feel so superior to them in every way.
Now, if you'll excuse me, I'm going to refresh my Amazon page to check for any new customer reviews.
[Anyone interested in actual information about Blogmutt can check out the Frequently Barked Questions, our blog, sign up for the beta on our home page, or feel free to contact us for more.]