Friday, September 6, 2013

Look At Me!

Phil Dusenberry was the Chairman of BBDO North America, one of the largest advertising firms in the US. He says that the biggest problem facing most business owners is finding a way to say "Hey, I'm Over Here!"

In his 2005 book "Then We Set His Hair on Fire - Insights and Accidents from a Hall-of-Fame Career in Advertising," Dusenberry discusses the major variations on this theme: "We've arrived" and "We're still here" and "We're not the company you think we are".

Dusenberry's experiences with mega-companies like Pepsi were no doubt different from the advertising challenges that the one-person microISV faces. But the principles are the same.

If Dusenberry were talking to independent software developers, I think he'd be advising them to use no- and low-cost ways to announce that they're in business and offering high-quality software. Create content that gets indexed in the search engines, and that brings a steady flow of well-targeted traffic to your site.

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