Saturday, March 22, 2014

Software Developers' Websites -
Style versus Substance

According to Jay Conrad Levinson, we need to emphasize the solid benefits that we offer. This seems to contradict the traditional marketing advice that we should sell the sizzle, and not the steak.

I believe that both style and substance are important to creating sales.

In his book "Guerrilla Marketing Excellence," Levinson says that the product should always have the "starring role."

For software developers, does this mean that the purpose of the website should be to get the prospect to test-drive the software (versus buying it without trying it first)? Or does this mean that mISVs should put less emphasis on website technology and graphics, and more emphasis on the website sales message?

There is no "one size fits all" solution. Measure your current sales. Change your sales presentation. Measure again. And keep fine-tuning your message.

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