Stevens urges us to not worry about what our competitors are doing. Instead, rethink everything and start from scratch.
If your marketing looks like everybody else's marketing, Stevens advises, then you're not going to be seen. I give my press release customers similar advice. In your press releases, you need to say why your application is different from - and better than - your competitors' programs. Otherwise, you'll have a difficult time getting editors, bloggers, and software reviewers interested in your programs.
Following the leaders might make sense. But following the followers seems to be way too common a practice in the software industry.
Worry about your customers, and not about your competitors, Stevens advises.
Stevens recommends that you look at successful infomercials to gather ideas about how to market your products. More to the point, the author offers four pieces of advice that he learned from television infomercials:
- Choose a "cool and compelling" name for your product and your company.
- Images are as important as words.
- Make prospects think that you're offering them exceptional value.
- Let your prospects read your testimonials.