How to get the word out about a cool content delivery tool

[captivate]

I've got a client who's hired me to get webmaster adoption of a new content / ad delivery tool they've developed. It's really neat product as it operates within a site's gutter space.

Only problem is... I'm having a heck of a time reaching webmasters. I recently utilized a list company who claimed to have a great list of webmasters. I sent my message to 300K of their webmasters but didn't get a single response. I've tried just calling up individual webmasters and cannot seem to reach anyone. I've placed an ad here and there where webmasters frequent... nothing.

I'm so frustrated. I think this is a great product but I just cannot seem to generate interest in it. Is it the product or is it my approach? I wish I knew.

Michael

[rocknbil]

Welcome aboard captivate.

It has a web site, right? One pseudo-word. Seed that puppy up with a strong adWords campaign, that will get you started.

Offer a free trial, the F word always draws them in droves. :-)

[phranque]

welcome to WebmasterWorld [webmasterworld.com], Michael!

have you asked any webmaster you know personally to have a look and make a comment?

[tangor]

Sometimes the "make it and they will come" does not work. Sometimes you have to work to make them come. Do it one at a time for a bit and if the product is what makes the world go round, they will help "make them come".

There are no short cuts.

[piatkow]

I recently utilized a list company who claimed to have a great list of webmasters.

That's what I call spam. If it got through the filters it would be deleted unopened.

[captivate]

rocknbil - good suggestion on using adWords. Would you go with a key phrase like "webmaster tool", "new online ad unit", or "increase site stickiness"?

phranque - don't know too many webmasters but I do know designers, I'll ask them.

piatkow - I see your point although the email did apparently have a 30% open rate.

Thanks for the feedback!

[captivate]

Also, rockinbil, the product is free, it's based on a rev share model.

[rocknbil]

Would you go with a key phrase like...

Can't recommend without knowing the product intimately.