Thursday, January 24, 2013

Sell Your Software as a Solution to a Problem

Book review of Guerrilla Marketing Excellence - The 50 Golden Rules for Small-Business Success by Jay Conrad Levinson (published 1993 by Houghton Mifflin Company).

Levinson has written a long series of Guerrilla Marketing books. This is one of my favorites.

Levinson believes that most companies are really bad at marketing. He has a few dozen rules that can boost companies' income. The book is divided into four sets of rules - Rules to guide your thinking, effectiveness, marketing materials, and actions.

Without sounding like a college professor, Levinson delivers some great task lists and checklists of tasks that are essential to the success of companies in the software development industry.

It's fashionable for mISVs to debate "features versus benefits." Too many software developers put too much emphasis on describing their applications' features. They should tilt the equation a bit, and spend more time touting their software's benefits. But there's a better solution.

According to Levinson, "It is far easier to sell a solution to a problem than to sell a positive benefit."

Become a problem solver. Sell your software by making prospects aware of a problem that they have, and describing how your application can solve the problem. It's best to focus on a single problem, two tops.

You lose credibility if you try to present your software as the solution to every problem known to humankind.

This problem-solving idea is just one of the fifty insights that Levinson delivers. It's a good book, and it will help software publishers increase their sales.

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