Adriaan runs a privacy-focused analytics platform called Simple Analytics.
Since he launched 9 months ago Hacker News has been the number one source of traffic to both his main site and blog. We’re talking more than 30,000 total visits. A staggering 60% of total traffic.
Traditionally, marketers are rewarded for writing titles that lure the Homer Simpson archetype into clicking. On Hacker News, you are rewarded for writing titles that lure the Professor Frink archetype into clicking.
Here are a couple of Adriaan’s titles:
They are matter-of-fact, unemotional and understated. And that’s what works best. You want to bleed out all the superfluousness.
Arguably the most famous Hacker News post of all time is titled “I sell onions on the internet.”
On Hacker News, comments:
a) Can get several thousands of views. b) Allow clickable links to be included (unlike text posts).
This makes them a great alcove for self-promotion. Adriaan’s reply to someone who made a simple log-based analytics is the textbook example.
He finds a post relevant to his domain, offers thoughtful advice, and then links his own product. The result: 590 Hacker News users check out his website.
Notice how Adriaan links the Hacker News way with [ 1 ]. This shows he knows the platform and also puts his links in a more prominent position.
There are close to 1000 submissions every day on Hacker News. That means no matter how amazing your creation there’s a good chance it will go completely unnoticed.
Adriaan let me in on two tips:
Hacker News isn’t like Product Hunt:
This means that people have to find and upvote your post organically.
What I’ve noticed some people do is put out a tweet directing people to the newest page. This gives their followers an easy route to find their post.
Notice how the above posters are all encouraging discussion and not asking for upvotes. Requesting upvotes is 100% banned!
Adriaan is a great Hacker News user. He understands the intricacies of the forum, offers thoughtful insight, and is never pushy with his business.
The naked eye doesn’t see self-promotion. It sees someone passionate about privacy. He isn’t a marketer on Hacker News, he’s a Hacker News user on Hacker News.
The point is that once you start hanging with your perfect audience, conventional marketing goes out the window. You don’t have to try so hard.
Find the place where your tribe hangs out. Show up, help people out, talk about what you’re doing, and the rest will take care of itself.