How to get developers excited about your product

I've spent years trying to crack the code on what makes developers tick. And let me tell you, it's not an easy nut to crack. Developers are a notoriously skeptical bunch, immune to traditional marketing tactics and allergic to buzzwords. But they're also passionate, curious, and always on the lookout for tools that can make their lives easier.

So how do you cut through the noise and get developers genuinely excited about your product? It's a question that keeps many a product manager and marketer up at night. And for good reason - according to Evans Data Corporation, there were 26.9 million software developers worldwide in 2021, projected to grow to 28.7 million by 2024. That's a massive market, but also an incredibly discerning one.

In this post, I'm going to share everything I've learned about capturing developers' hearts and minds. We'll dive deep into the psychology of what motivates developers, explore concrete strategies for product development and marketing, and look at some real-world examples of companies that have nailed it.

But first, let's address the elephant in the room...

Why Developers Are Different

If you've ever tried to market to developers, you've probably noticed that traditional approaches often fall flat. There's a reason for that. Developers aren't just another demographic - they're a unique breed with their own culture, values, and way of thinking.

Here are a few key things to understand about the developer mindset:

1. They value substance over style. Developers are trained to look under the hood. They're not impressed by flashy marketing - they want to know how things work.
2. They're allergic to bullshit. Developers deal in logic and code all day. They have a finely-tuned BS detector and a low tolerance for marketing fluff.
3. They're problem solvers at heart. Developers are motivated by interesting challenges and the satisfaction of finding elegant solutions.
4. They value their time highly. Developers are often juggling multiple projects and deadlines. They're always on the lookout for tools that can save them time and make their work more efficient.
5. They're part of a strong community. Developers share knowledge, collaborate on open-source projects, and value the opinions of their peers.

Understanding these traits is crucial for anyone trying to create or market products for developers. It's not just about features or specs - it's about speaking their language and aligning with their values.

The Developer Excitement Framework

Over years of trial and error, I've developed what I call the Developer Excitement Framework. It's a way of thinking about product development and marketing that's specifically tailored to capture developers' interest and enthusiasm.

The framework consists of five key elements:

1. Solve a Real Problem
2. Respect Their Intelligence
3. Show, Don't Tell
4. Foster Community
5. Empower and Educate

Let's dive into each of these in detail.

1. Solve a Real Problem

This might seem obvious, but you'd be surprised how many products fail to clear this basic hurdle. Developers aren't interested in solutions looking for a problem. They want tools that address genuine pain points in their workflow.

To nail this, you need to do two things:

• Deeply understand developer workflows. Spend time with developers. Watch them work. Identify the friction points and bottlenecks in their processes.
• Focus on specific use cases. Don't try to be everything to everyone. Pick a particular problem or workflow and solve it exceptionally well.

A great example of this is Netlify. They identified a specific pain point - the complexity of deploying and hosting modern web projects - and created a streamlined solution that developers love. By focusing on this specific use case, they were able to create a product that resonates deeply with their target audience.

2. Respect Their Intelligence

Developers are smart. They understand complex systems and can see through marketing hype. To get them excited, you need to treat them as intelligent peers, not passive consumers.

Here's how to put this into practice:

• Be transparent about your product's capabilities and limitations. Don't oversell or make vague claims. Be specific about what your product can and can't do.
• Provide detailed technical documentation. Developers want to understand how things work under the hood. Give them the information they need to make informed decisions.
• Engage in technical discussions. Be prepared to dive deep into the nitty-gritty details of your product. Developers appreciate companies that can engage at a technical level.

Stripe is a master of this approach. Their documentation is legendary in developer circles for its clarity and depth. They don't shy away from technical details - they embrace them, and developers love them for it.

3. Show, Don't Tell

Developers are hands-on learners. They're not interested in marketing claims - they want to see your product in action and, ideally, try it out for themselves.

Here are some effective ways to show rather than tell:

• Provide interactive demos. Let developers play with your product without having to sign up or install anything.
• Create detailed tutorials and walkthroughs. Show exactly how your product solves real-world problems.
• Create video content. Quick screencasts can be a great way to showcase your product's capabilities.

GitHub is a great example of this principle in action. Their interactive "Try Git" tutorial allows developers to experiment with Git commands right in their browser, providing an immediate, hands-on experience of the platform's capabilities.

4. Foster Community

Developers value peer opinions and love to share knowledge. By fostering a strong community around your product, you can create a powerful network effect that drives adoption and enthusiasm.

Here are some ways to build community:

• Create spaces for developers to connect. This could be a forum, a Slack channel, or regular meetups.
• Encourage and highlight community contributions. Showcase projects built with your product, and celebrate developers who contribute to your ecosystem.
• Be active in existing developer communities. Participate in relevant forums, contribute to open-source projects, and engage in discussions on platforms like Stack Overflow.

Docker has done an exceptional job of fostering community. Their Docker Hub allows developers to share and collaborate on containerized applications, creating a vibrant ecosystem around their core product.

5. Empower and Educate

Developers are lifelong learners. They're always looking to expand their skills and knowledge. By positioning your product as a learning opportunity, you can tap into this fundamental drive.

Here's how to put this into practice:

• Create comprehensive learning resources. Tutorials, courses, and documentation that go beyond just how to use your product.
• Host webinars and workshops. Provide opportunities for developers to deepen their skills and knowledge.
• Offer certification programs. Give developers a way to demonstrate their expertise with your product.

Tensorflow, Google's open-source machine learning library, excels at this. They offer a wealth of tutorials, courses, and even certifications, positioning their product not just as a tool, but as a pathway to valuable skills in AI and machine learning.

Putting It All Together: A Case Study

Let's look at how these principles come together in practice by examining a company that's done an exceptional job of exciting developers: Vercel.

Vercel, the company behind the popular Next.js framework, has managed to create massive buzz in the developer community. Here's how they've applied the Developer Excitement Framework:

1. Solving a Real Problem: Vercel identified the complexity of deploying and scaling modern web applications as a major pain point for developers. They created a platform that makes it incredibly easy to deploy Next.js apps with zero configuration.
2. Respecting Intelligence: Vercel's documentation is detailed and technical. They don't shy away from complex concepts, trusting developers to understand and appreciate the depth of their platform.
3. Showing, Not Telling: Vercel offers instant deployments from Git repositories, allowing developers to see their projects live on the web in seconds. This immediate feedback loop is incredibly powerful.
4. Fostering Community: Vercel has built a strong community around Next.js, with regular conferences, active GitHub discussions, and a showcase of projects built with their technology.
5. Empowering and Educating: Through their Next.js Conf and numerous tutorials and courses, Vercel positions themselves not just as a deployment platform, but as a way for developers to level up their skills in modern web development.

The result? Vercel has seen explosive growth, with over 1 Million developers and teams using Next.js as of 2024.

Measuring Developer Excitement

So you've applied these principles - how do you know if they're working? Measuring developer excitement can be tricky, but here are some key metrics to watch:

• GitHub stars and forks: If you have an open-source component to your product, watch these numbers closely.
• Developer survey results: Regular surveys can give you direct feedback on how developers perceive your product.
• Community engagement: Track metrics like forum posts, Slack activity, or attendance at your events.
• Usage metrics: Look at metrics like daily active users, time spent in your product, and feature adoption rates.

Here's a simple framework for tracking these metrics:

Remember, these metrics are just indicators. The real measure of developer excitement is the buzz you hear in the community - the enthusiastic recommendations, the passionate debates, the creative ways developers find to use your product.

Conclusion

Getting developers excited about your product isn't easy, but it's incredibly rewarding when you get it right. By solving real problems, respecting developers' intelligence, showing rather than telling, fostering community, and empowering through education, you can create a product that developers don't just use, but love.

Remember, excitement isn't just about flashy features or clever marketing. It's about creating genuine value and connecting with developers on their terms. Do that, and you'll find that developers can become your most passionate advocates and your greatest source of product insights.

At DataDab, we've seen firsthand how powerful developer excitement can be in driving product adoption and growth. If you're looking to take your developer-focused product to the next level, we'd love to help. Our team of marketing experts specializes in crafting strategies that resonate with developers and drive real results.

1. What's the biggest mistake companies make when trying to market to developers?

A: The biggest mistake is treating developers like typical consumers. Developers value substance over style and are allergic to marketing hype. Focus on providing clear, technical information and hands-on experiences instead of flashy marketing campaigns.

2. How can I get developers to try my product?

A: Offer an easy, no-strings-attached way for developers to experience your product. This could be a sandbox environment, a free tier with core functionality, or an interactive demo. The key is to let developers explore and experiment without barriers.

3. Is it necessary to have a community around my product?

A: While not absolutely necessary, fostering a community can significantly boost developer excitement. Communities provide spaces for knowledge sharing, peer support, and organic product evangelism. They also offer valuable feedback and insights for product improvement.

4. How important is open-source in attracting developers?

A: Open-source can be a powerful attractor for developers. It demonstrates transparency, allows for community contributions, and enables developers to understand and trust your product deeply. However, a successful open-source strategy requires genuine commitment to the open-source ethos.

5. Should I focus on features or developer experience?

A: While features are important, developer experience should be your primary focus. A product with fewer features but a smooth, intuitive developer experience will often win over a feature-rich product that's difficult to work with. Prioritize ease of integration, clear documentation, and responsive support.

6. How can I measure if developers are truly excited about my product?

A: Look beyond traditional metrics. Monitor GitHub stars, forum activity, and community contributions. Track how quickly developers go from sign-up to active usage. Conduct regular satisfaction surveys. Most importantly, listen to the qualitative feedback and "buzz" in developer communities.

7. Is it worth investing in developer education for my product?

A: Absolutely. Developers value learning opportunities. By providing high-quality educational resources, you position your product as a pathway to valuable skills. This not only attracts developers but also increases product stickiness and community engagement.

8. How often should I update my product for developers?

A: Regular updates are crucial, but quality trumps frequency. Aim for a cadence that allows for meaningful improvements and new features, typically every 2-4 weeks. More important than frequency is transparency about your roadmap and responsiveness to developer feedback.

9. Should I create separate marketing materials for developers and decision-makers?

A: Yes, it's often beneficial to create distinct materials. Developers typically care about technical details, API documentation, and hands-on examples. Decision-makers might be more interested in ROI, case studies, and overall business impact. Ensure your messaging is consistent but tailored to each audience.

10. How can I turn developers into advocates for my product?

A: Create opportunities for developers to showcase their work with your product. Highlight community projects, offer speaking opportunities at your events, and potentially create an official developer advocate program. Remember, genuine advocacy comes from a great product experience, so that should always be your foundation.