That single word, repeated three times, is almost impossible to read without echoing it aloud in a relaxed Texan drawl.

Alright, alright, alright.

When Matthew McConaughey was first in Hollywood he slept on a friend’s couch. His Mentor refused to introduce him to agents because the actor would appear too desperate.

In order to succeed in Hollywood, you must appear cool. “I don’t need your help” is how you get help.

If I wanted to be an actor, that would frustrate me. And yet, a similar approach is needed in developer marketing. I wrote about this in the Developer Content Mind Trick: In order to market to developers you need to not market to developers.

Tinseltown values cool. Developerland values knowledge. Operate with the right currency and you’re in.

My book is titled Developer Marketing Does Not Exist because typical marketing is the wrong currency for developers. It’s the equivalent of McConaughey begging for meetings from his friend’s couch.

Instead, you figure out what a developer wants to know—then help them get it done. Alright, alright, alright.