Lance Surety helps entrepreneurs from different industries in the US to get licensed and bonded in order to legally operate their business. As such, a big part of their target customers are startup owners.
Initially, we decided to write an article on the topic of “Top X tips for startup success”.
However, after a short research, we found countless articles and infographics online on the same topic. To be more precise, there were more than 20 million results in Google. The competition was too big and there was a high chance our infographic would get lost among all the articles trying to solve common startup problems. That is why we decided to give the topic a different spin. Since the greatest fear of startups is the fear of failure, we decided to emphasize on the fear factor. This tactic was also supposed to help us stand out from the crowd.
We found a great research done on the topic by CB Insights based on analyzing 101 startup failure postmortems. The insights were relevant and useful, plus, there were no visual assets on the website to accompany the results. This looked like a great opportunity for us.
We started off by conceptualizing each reason of failure. We wanted the graphics to clearly depict the reasons to fail and, at the same time, to be catchy, fun, and shareable.
We wanted the text in the infographic to be very short and to the point. The main idea of visualizing data/analysis is to remove the need for users to read long and detailed explanations.
We wanted to publish the infographic on high-quality websites, where our target audience of startups and aspiring business owners hangs out the most. We got in touch with a few influential authors and editors, pitched the idea and they loved it.
Eventually the infographic was published on Forbes.com and republished across a number of influential domains, including Inc.com. We actively promoted it across a number of online startup communities.
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What our client says:
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“Vladimir and his team at Presitely take a creative approach towards developing marketing strategies that are customized to the individual needs of his clients. We would not be where we are today without his guidance and hard work. I give Vladimir and Presitely my strongest possible recommendation for their online marketing services.”
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