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Overview of Your Marketing Sucks by Mark Stevens
 
Stevens starts the book with "If the moola you spend on marketing isn't growing your business and bringing in more moola in return, then you have marketing that...sucks". The book hammers home the theme that you have to look at every marketing expenditure, and measure its impact. If it isn't generating more money than it costs, then abandon it.
The book describes Extreme Marketing, a non-linear process in which all elements of your advertising and marketing are integrated. But if a marketing thrust doesn't deliver measurable financial results, then drop it. Sales are paramount.
How can Mark Stevens' Your Marketing Sucks benefit software developers?
Your Marketing Sucks gives you an opportunity to take a look at all of the elements of your advertising, sales, and marketing programs, and to revamp them. Stevens urges you to stop following the followers, and to do what you think makes sense with the market that you're trying to target. And while he states that you have to take bold and sometimes outrageous steps, you still have to measure the financial impact of everything that you do, and continue to do only those things that work.
Should software publishers and mISVs read Your Marketing Sucks?
Your Marketing Sucks is targeted at larger companies that spend oodles of money on television and print ads, and whose sales volume makes tracking results easier. But the principles also apply to independent software developers' businesses. You have to have a marketing strategy - a clear statement of your company's growth and profit goals, and a plan that ensures that your marketing efforts support these goals. The tactics employed by developers aren't described in the book; it doesn't discuss banner ads, search engine keyword purchases, or advertising on download sites. But it's easy to translate the book's principles into the day-to-day world of software development and marketing.
Buy the book. The chapter on Picking the Low-Hanging Fruit will more than pay for the price of the book, and the time that you spend reading it.
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