Overview:
Launching a new PR platform is hard.
Launching one that competes with entrenched players like HARO and Qwoted is even harder.
Mentionio wasn’t just another outreach tool; it was a new way to connect journalists and experts without spam. The challenge wasn’t awareness. It was trust. Journalists are cautious. Experts are skeptical. And both have seen too many “next big things” fail.
Our role was to help transform LinkedIn into a controlled validation channel, initiating genuine conversations, inviting the right people to the platform, and demonstrating demand before scaling.
About the Client
Mike Sims is the founder of ThinkLions, a firm that helps founders become investor-ready and build traction that actually matters. Over the years, Mike has worked closely with journalists, investors, and operators gaining rare insight into why most PR outreach fails.
Mentionio was built from that experience: a smarter, cleaner alternative to traditional PR request platforms one that prioritizes signal over volume, and quality over noise.
Mentionio serves two core audiences:
- Publishers & journalists looking for credible expert sources
- Experts & founders looking for earned media without spam
The Challenge
Mentionio faced a classic two-sided marketplace problem, but with an added layer of difficulty.
Before launch:
- Journalists were already overwhelmed by pitches
- Experts were frustrated with noisy platforms
- LinkedIn targeting for “journalists” and “sources” is messy
- The platform needed both sides to work
- Trust had to be earned, not promised
This wasn’t a numbers game.
It was a credibility game.
“We didn’t want signups just to inflate metrics. We wanted the right people.”
Mike Sims
Why LinkedIn Outreach Was the Right Lever:
Ads would have brought noise.
Cold email risked deliverability and brand damage.
LinkedIn allowed something different:
- Context before conversation
- Profile credibility before the pitch
- Human-to-human interaction
- Space for explanation and nuance
This made LinkedIn the ideal environment for validating a trust-based product.
The Strategy: Conversations First, Growth Second
Instead of pushing signups, we focused on conversation-led validation.
1. Separate the Audiences
We built distinct outreach paths for:
- Journalists & publishers
- Experts & thought leaders
Each group had different concerns, languages, and motivations.
2. Authority-First Messaging
No sales copy. No hype.
Messages were framed around:
- Shared frustrations with existing platforms
- Curiosity about a cleaner alternative
- Invitation to explore, not commit
This lowered defenses and raised response quality.
3. Soft Qualification Inside DMs
Not everyone was invited.
We clarified:
- Their role
- Their experience with PR platforms
- Whether Mentionio actually solved a problem for them
This protected the platform’s positioning from day one.
4. Invite, Don’t Pitch
Once interest was clear, prospects were directed to:
- mentionio.com/expert
- mentionio.com/publisher
No pressure. No urgency tricks.
Just relevance.
Execution: Step-by-Step Flow
- Target journalists, publishers, founders, and PR-savvy experts
- Start contextual LinkedIn conversations
- Explore pain points with existing tools
- Qualify interest inside DMs
- Invite relevant users to the platform
- Capture feedback and demand signals
Every step was intentional. Nothing was automated.
The Results:
Rather than chasing vanity metrics, this outreach delivered what mattered most in an early-stage product:
- High-quality conversations with journalists and experts
- Strong beta interest from both sides of the marketplace
- Clear validation of the value proposition
- Faster iteration based on real feedback
- Credibility built before scale
“LinkedIn became our testing ground. The conversations told us more than dashboards ever could.”
Mike Sims
What We Learned:
This project reinforced a powerful truth:
- PR platforms don’t fail because of features
- They fail because of trust
- Trust can’t be automated
- Conversations build confidence
- Confidence drives adoption
By slowing down outreach, we actually accelerated clarity.
Why This Approach Worked:
Because it respected the audience.
- Journalists don’t want another tool; they want relief
- Experts don’t want access, they want outcomes
- Early platforms don’t need scale, they need proof
LinkedIn outreach allowed all three to align.
The Bigger Impact
Mentionio didn’t just launch with users.
It launched with belief.
Belief from:
- Journalists who felt heard
- Experts who felt respected
- A founder who could build with confidence
That’s how strong products enter competitive markets.
Final Takeaway:
The smartest launches don’t shout.
They listen first.
This case study shows how thoughtful, human-led LinkedIn outreach can validate ideas, build trust, and create momentum even in crowded, skeptical markets.
If you’re building a product where trust matters more than volume, we can help you do the same.
We don’t spam.
We don’t automate conversations.
We build systems that earn attention and convert it into belief.
👉 Book a strategy call and let’s design your go-to-market engine.
Hear it from the founder
Unscripted - the founder on how the campaign went.