Positioning your software in the marketplace
If there's something about your software that you think the buying public might not like, you could try to avoid talking about it. Maybe if you minimize its importance, your prospects won't think about it.
Turn your software's weaknesses into strengths
Another approach that has been used successfully is to tout your seeming shortcoming, and turn it into a compelling reason to buy:
- Is your price higher than what your competitors are charging? Use your high price to your advantage. Tell your prospects that quality comes with a price, and that they deserve to have the best.
- Is your price lower than your competitors' offerings? Don't let your prospects think that your low price reflects low quality. Brag about the price that you charge. Tell potential users that there's no reason why they should pay too much for high-quality software.
- Was your software released the same year that dirt was invented? Shout about your program's stability. Look down your nose at competitors who are continually introducing new versions that threaten computer stability and cost a fortune in upgrade fees.
- Was your software released yesterday, and users are afraid to be the first people to try it? Tout your use of state-of-the-art tools that your competitors are too timid to use. Make your prospects want to try the new functionality that leapfrogs them ahead of their colleagues.
- Does your software offer bare-boned functionality while your competitors offer much richer feature sets? Tell your users that your sleek software runs much more quickly than others in its class, and that it doesn't overwhelm them with features that they'll seldom use.
- Does your software offer so many features that it takes a lifetime to learn to use? Talk about how your application provides convenience by offering all of these program features in a single interface. Say that your program saves money because users won't have to buy multiple packages to perform a family of related tasks.
With software, it's all about marketing
Be proud of your software. Don't let prospects think that your design features are flaws. Don't hide from your short suits. Lead with them! Turn perceived weaknesses into strengths. It's all about marketing.
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