Friday, October 5, 2012

How to Buy Software

"Any fool can write a bad advertisement," David Ogilvy tells us. "But it takes a genius to keep his hands off a good one."

Ogilvy said this in his 1983 book "Ogilvy on Advertising." Time Magazine described David Ogilvy as the most sought-after wizard in the advertising business. "Ogilvy on Advertising" teaches us how to write ad copy. Ogilvy wrote ads for direct-mail and magazines, many years before the Internet was created. But his ideas apply to microISVs' work in the software development industry, where it's important to write website presentations, advertisements, blog postings, PAD files, newsletters, and software upgrade offers.

Ogilvy dedicates a chapter of his book to explain how his prospects should choose an advertising agency.

I think this is a great idea. I've done something similar on my site. In my press release FAQ, I ask and answer the questions "Who should write the press release for your software?" and "Who should distribute your software press releases to the editors?"

Would you benefit by doing something similar? I believe it's a great idea for every enterprise to include this type of information on its website. Your prospects need to decide which software application to buy. Help them make this important decision.

Ogilvy leaves us with a P.S. - If you don't have the budget for a well-known ad agency like his hugely successful Ogilvy & Mather, then you should hire a good copywriter. That's good advice for people doing software marketing, too.

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