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Say that your business is different
It's not enough to present a long list of features and benefits. You cannot assume that your web site visitors are sophisticated comparison shoppers, or that they'll be impressed by the list of features that your business offers. Assume that they don't have in-depth knowledge of your competitors' software, and tell them how unusual yours is.
Say that your software is different
Before giving prospects a list of features, make sure you put your program in context. Use the first sentence of your press release and home page and product page to tell people exactly what your program does, and to describe its chief benefit. After that, present them with your unique features and your most important features, and explain their benefits.
And go a step further - tell prospects that your Widget program is unique. Say things like -
"Unlike other programs that don't have feature-a and feature-b, Widget makes it easy to..." Tell them that your program is a refreshing change of pace from applications marketed by other businesses. You're offering software with a twist.
"With its emphasis on business productivity (or safety ease of use or power or convenience or support or whatever it is that distinguishes your software from the rest of the pack), Widget is the only application that does this and that." Demonstrate that your application is custom-designed by experienced people in your field, and that it does remarkable things that they simply can't find anywhere else.
Use words like original, incomparable, extraordinary, unique, unusual, and rare. But use them thoughtfully, for features that you're really proud of.
Use phrases like out of the ordinary, off the beaten track, and one of a kind.
People talk about unique software
When people come home from a shopping trip or a business trip, they're eager to talk about the unusual item of clothing that they've purchased, or the unusual gadget that they've bought. Nobody tells their friends or family members about the dull and boring bar of soap, or about the package of razor blades that they'd picked up. By telling prospects that your software is unique, you'll make it more attractive, more memorable, and more sellable.
Talk about your business' unique software
Most software buyers don't know how to decide which program will best meet their needs. Help them decide. Point out your application's unique features, and tell them that these features are unique. Your sales will go up, and your business will prosper.
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Press releases result in sales, not just downloads.
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Press releases are the most cost-effective way to get the word out about your software.
You should be sending press releases regularly, and ensuring that you get your share of the free publicity that blogs, software reviewers, magazines, and newspapers provide to software developers.
Start now.
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