Monday, December 21, 2015

Brand Names, Advertising Headlines,
and Toll-Free Phone Numbers

Always include your brand name in the headline of your ads. So says Jeffrey J. Fox, the author of the book "How to Become a Marketing Superstar - Unexpected Rules that Ring the Cash Register."

It doesn't do any good for a software developer to educate the public that there's a really neat application out there. Somewhere.

Include your brand name in your ads, brochures, and flyers, and more people will remember your software and find it when they need to.

Interestingly, Jay Conrad Levinson, the author of the book "Guerrilla Marketing - Secrets for Making Big Profits from Your Small Business," advises us not to include an important keyword in the toll-free phone number that we choose for our company. "Be warned that if it spells out a word, people probably won't write it down because they'll figure they'll remember it. But the truth is they won't"

Friday, December 18, 2015

The Value of eCommerce

"The value of e-commerce is not in the e, but in the commerce."

... quotation by Octavio Paz, quoted in "The Big Book of Business Quotations"

To learn more about eCommerce, visit my Software Marketing Glossary.

Wednesday, December 16, 2015

Software Brands versus Quality

Your brand is more important than the quality of your product. So says Harry Beckwith, the author of the book "The Invisible Touch - The Four Keys to Modern Marketing."

Beckwith urges you to name your brand something that has sensory appeal - something you can see, smell, taste, feel, or hear.

Choose a name, Beckwith says, that makes the prospect feel important, and don't worry about whether or not it makes you feel important.

Don't use a commonplace name, Beckwith advises, or your prospects won't think your company or product are particularly important.

Monday, December 14, 2015

Writing Effective
Software Sales Messages

Here are three practical ideas about sentence structure from Patricia T. O'Conner, the author of the excellent book "Words Fail Me" -

  • Use a mix of sentence structures.
  • Give the reader one idea at a time. Make the transition easy from idea to idea.
  • Often, long sentences are difficult to follow. Long sentences can work if they present one idea at a time.

It's simple. If you write well, you'll sell more software. "Words Fail Me" helps you write better.

Friday, December 11, 2015

Software Developers:
Do New Things

"Find things that are 'just not done' in your industry, and do them."

... quotation by Seth Godin from his book "Purple Cow"

To learn more about expectations, or to learn about Godin's book, visit my Software Marketing Glossary.

Monday, December 7, 2015

Help Software Buyers Decide
to Buy Your Program

You can increase your software sales if you give people advice about how to make a software-buying decision. Give them the reasons they need to buy your application.

In his book "Small is the New Big," Seth Godin says that people could care less about your opinion. They do, Godin points out, value your analysis.

Present your prospects with a logical, objective, thorough analysis of the reasons they would benefit by having your software installed on their computers. Your prospects will value your analysis, and you'll value their becoming your customers.

Saturday, December 5, 2015

Make Yourself Familiar
to your Software Buyers

"Before you try to sell yourself, make yourself familiar."

... quotation by Harry Beckwith from his book "The Invisible Touch"

To learn more about empathy and familiarity, or to learn more about Beckwith's book, visit my Software Marketing Glossary

Thursday, December 3, 2015

Get Your Audience
to Listen to Your Sales Message

"If your target audience isn't listening," Seth Godin tells us, "it's not their fault. It's yours"

If you're not getting your message across, don't complain. Do something different.

No software application should ever be sold as a commodity, with price being the tie-breaker between your program and your competitors' programs. Find a way to differentiate your software from its challengers. And find a compelling way to describe your software's benefits to your software-buying prospects.