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Press Releases for Software Developers
from Al Harberg of DP Directory


Software Marketing - Positioning your software
in your press release

from Al Harberg's collection of software marketing articles, designed to increase microISVs' software sales

Position your software to target a specific audience, and you'll sell more of your software.

positioning in your press release

How to get more press coverage

Your chances of getting press coverage increase if the editor believes that your program has special appeal to a certain demographic - that it has features or benefits which will make it more appealing to one group of users, even if that makes it less appealing to others.

While there are exceptions to every rule, it's usually a mistake to position your software as something that everybody can use.

How to position your program in your press release

You don't have to blatantly tell the editors how you're positioned. Your software marketing can be subtle. Editors, bloggers, and software reviewers can sense your positioning from the way you present your program in your press release -

  • Are you marketing the newest software, with the newest technology? Or do you offer the oldest product, with the most established, credible, and bug-free track record?
  • Do you offer the least expensive application, so that many prospects can afford to buy it? Or do you sell the most expensive product, and worth every penny?
  • Is your application the most powerful product, with every feature known to humankind? Or is your app the easiest product to use, without the superfluous features that your competitors make their customers wade through to get to the important stuff?

Position your software quietly in your press release

You can influence the editors' perception of the nature of your program without saying anything directly about how you want it to be positioned in the marketplace. This way, the editor of each magazine will evaluate how your program fits into the range of programs that are of interest to the magazine's readers.


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