Your startup needs a visual message. See Mark Suster’s second piece of PR advice: Create visual metaphors that stick in people’s minds and are easily repeated.
David Jackson in Why your startup needs a visual message
One of the situations where your product (such as a mobile app) gets judged by the wrong criteria is when you talk to journalists. For many products, journalists aren’t your target users, so they have limited patience. I found that getting journalists to install our app, including choosing 5 stocks, was tortuous.
David Jackson in The challenge of pitching your app to journalists or VCs