What are some techniques startups can use to initially draw attention to their product?

Answer 1

• Gathering email addresses of interested people pre-launch using a splash page, sending an email announcement to them upon launch.
• Pitching startup news outlets like TechCrunch, Read/Write Web, Mashable, etc.
• Offering A-lister tech commentators like Robert Scoble early access / in-person demos.
• Pitching local news outlets ("Area Entrepreneurs Tackle Big Problem Shared by Many Locals")
• Writing personalized emails to bloggers within their industry, explaining why they think they'd like it and asking them to try it.
• Usually offering some kind of incentive (Two months free access, etc.).
• Getting listed in as many startup directories as possible (Go2Web20, Crunchbase, Killer Startups, etc.)
• Guest-blogging at sites serving a similar audience.
• Creating & promoting content about their industry rather than just their specific product, drawing search traffic and links to how-tos, data roundups, infographics, interviews with industry notables, etc.
• Being active members within community sites that serve their target market.
• Attending / organizing events within their local area that serve their target market.
• Google PPC advertising.