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DP Directory, Inc.
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Subscribe Now to Al Harberg's Software Marketing Newsletter, the best way for software developers to get free, usable marketing information. We'll never use your email address for anything besides sending you this twice-monthly newsletter.
It's All About Marketing
When you send a press release about your software to the magazine editors, there are three key questions that the editors ask themselves: (1) Will my readers be interested in this software? (2) Will I have to spend time rewriting this press release to get it into shape? (3) Is this a top-shelf company and product that I should feel comfortable telling my readers about? By creating a Press Resources page on your web site, you can increase your credibility, and help the editors answer question #3 in a positive, enthusiastic way. If I may digress for just a moment: There are many ways that you can use your web site to build your credibility: Some of them are obvious: The editors aren't going to tell their readers about a company if they don't know what planet the company is located on. So you need to include full contact information on your web site, including postal information, phone, and fax numbers. Some of them are subtle: The editors will notice if your business is incorporated, or if your site has banner swaps prominently displayed. They're more likely to take your business seriously if you show signs of taking yourself seriously. Some of them are particularly powerful: It adds credibility if you can list the addresses (and show maps) of your offices throughout the world. Or if you have an "investor relations" page and an "employment opportunities" page. Getting back to having a Press Resources page on your web site: Magazine editors will feel welcome. Reviewers from the Internet software sites will think that you take them and their colleagues seriously. And prospects will see that you expect the press to take notice of your site. There are no rules or standards for Press Resources pages. Just goals. Your objective is to impress the editors and reviewers with your professionalism, to present your software in an attractive way, and to make it easy for them to give you a good review. Your Press Resources page should contain links to your press releases, both in HTML format and in text format. The HTML version should be structured the same way as a paper press release. On a separate web page, include text-only versions of your press releases. If the editors like your program, they'll be able to copy and paste your text version, without worrying about having to remove the formatting commands. Many editors and reviewers use screen shots in their write-ups. You'll want to provide them with low-quality .jpg screen shots that load quickly and let the editors evaluate the images. You'll also want to include a high-quality .gif or .tif image that they can use in the print version of their review. Be sure to have a download link on your Press Resources page. Don't make the editors hunt for a way to try your software. And include an offer for a registration key, or for a copy of the full version of your program. When your program is in the editors' hands, they can tell tens of thousands of readers about your software. If the editors prefer having a CD sent to them by postal mail, send it! If the editors are looking for material for a news item, they'll use low-key, descriptive material from your press release. But if the editors are looking for material for a feature story, they're going to want to download your program, try it, and write about what they've found. To help them tell their readers how excited they are about your software, you should have a link to your product page, as well as a link to your reviews page. Let them see the great reviews you've already gotten from other print journalists, as well as online reviewers. In addition to news items and feature articles, there's a third way that the editors can help you: They can use your press release in roundup articles, where they write about the five best email clients, or the top ten word processor add-in's. To make it easy for them to include you in roundup articles, create a link from your Press Resources page to a feature summary page. There, in easy-to-read bullet points, talk about your program's strong points. You might even want to include a separate table of the features that are found in the latest version. My two favorite Press Resources pages are: Thornsoft Development's site - http://www.thornsoft.com/. Click on the Press Resources link on the nav bar. askSam's site - http://www.asksam.com/. Click on the Press link on the nav bar. A Press Resources page adds credibility, and makes it easier for editors to tell their readers about your software. Add one to your web site today.
There are a lot of reasons why you should join ESC. And you don't have to develop educational software to take advantage of the membership benefits: - The ESC web site - When educators and parents look for software for their kids, they visit the ESC web site. This afternoon, I did Google searchs on both "educational software" and "education software", and ESC's web site came up in the top two "hits" on the Google results page. Buyers find ESC's site, and they learn about ESC members' software. - The ESC download site - ESC's 150+ members have an exclusive download site whose popularity is growing by the month. It's where parents and teachers go for one-stop shopping for educational and edutainment software. Members' non-educational software is included, too. - The ESC CD-ROM on Simtel - When users visit Simtel and look for educational software, they find the low-cost Simtel ESC Members CD which contains trial versions of ESC members' programs. - The ESC Newsgroup - Members and non-members gather to discuss issues related to educational software, application development, and just about anything. It's a low-volume, congenial environment, free of food-fights. The regular posters include veteran educational software developers and software marketers. - The ESC Newsletter - Six times each year, ESC will postal-mail you an informative newsletter with association news, marketing tips, and insights about the educational software industry. In addition, there's the ESC Service Guide, Member of the Month, ESC's Featured Member Gallery, the Members-Only Web Site, free banner advertising for supporting and contributing members, the People's Choice Award for Best Educational Software, the award for Outstanding Achievement in Educational Software, ESC's Luncheon at the Shareware Industry Conference (SIC), and ESC's Web Ring. Basic membership is $35(US) in North America, and $40 elsewhere. Visit ESC's - Web site: http://www.edu-soft.org - Newsgroup: news://news.lanbytes.net/edu.educational_software_coop
Learn to Negotiate Effectively
Negotiate This! By Caring, But Not T-H-A-T Much by Herb Cohen (published by Warner Business Books) The Big Picture - When I heard Herb Cohen plugging his book on the Imus in the Morning show, I decided to buy it as a reference book, in case I ever find myself negotiating with strategic partners or colleagues. But it's such an interesting book, and such an easy read, I found myself devouring all 369 pages. It's a common sense guide to dealing with people whose goals and objectives are different from your own. Cohen regards negotiation as the game of life. Successful negotiators treat it like a game, and don't get too emotionally involved in the outcome. What it Means for Software Developers - Whether you're trying to work out a deal with a software publisher, negotiate terms with an affiliate, or figure out how to jointly market your software with a colleague, you need to have some basic negotiating skills. This book presents a lifetime of examples, good and bad, that we can all learn from. Set high goals. Understand that "no" does not mean "never". Don't blindly accept the way the other side has framed the problem. Take your time. And stay emotionally detached from the negotiations. The Bottom Line - While much of the book describes face-to-face negotiations, there's a lot that we can learn from this "Negotiation 101" approach to the topic. Cohen has an insightful way of looking at interpersonal relationships, and the book has a lot of good ideas. To UNSUBSCRIBE from this newsletter, send me a note. I'll remove your name immediately and permanently. To SUBSCRIBE to the email version of this newsletter, send me your name and email address. I'll only use your name and email address for this newsletter. I'll never spam you, or let other people have your name or email address. al@dpdirectory.com To SELL MORE SOFTWARE, bookmark this web site, and visit often. There's a lot of free, useful software marketing information on http://www.dpdirectory.com/.
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