This is why I hated taking any marketing classes in grad school. I am being suggested to do the very things that I deplore in order to get users. Headlines like "company X releases product Y to kill company Z” are precisely why I don't read the typical tech journals and choose to visit HN. But it appears that if I want my web-app to get popular, I have to resort to the same trickery. I understand the need for a good story. If my startup is set to change X, Y, or Z, no harm in suggesting that to a blogger. However, doing things like the following seems very fake and shallow: "Get on your favorite bloggers’ radars by commenting thoughtfully on their posts, retweeting and replying to them on Twitter, and submitting promising tips to them for stories that have nothing to do with your company."

I don't care for the bloggers at tech blogs because I don't actually know them. I care about a lot of wonderful people, offline and online but not because I want their help someday. I don't want to give tech bloggers random tips just on the off-chance that they'll recognize my name some day in future when I email them about my startup. Frankly, doing all of this sounds desperate and selfish. I might as well start playing golf with the Mayor's aide.

So, if one doesn't have a social startup that could spread virally and doesn't like to "network" solely for selfish reason, what is the right way to get the word out? I know joining YC helps and having friends in high places helps but what if you're just a coder in Florida with a useful product and tight budget? Hire a PR agency? Work some Adsense magic? Devise a clever marketing campaign? I'd love to hear how others approach this subject without resorting to rubbing shoulders and kissing behinds.