They are thinking of exploiting reddit in a way. Actually, their tips should start with how project creators can contribute to the reddit communities. Sometimes, your product is so inherently interesting that just publicising it to a subreddit is good enough.
Other times though, you need to provide value. AMA's are a good one. Asking for feedback also provides a conversation piece. Here are some of my own thoughts on using Reddit even before you launch on Kickstarter/ Indiegogo: http://jaredtong.com/2014/10/27/3-reaso ... ckstarter/