Your software's unique feature is important
You know that feature that you have in your software - the one that none of your competitors have? How, exactly, are your prospects going to find it?
Sure, you mention it on your web site, and it's near the top of your PAD file descriptions. But once a user has installed your software, agreed to your license agreement, and seen your main program screen, how will they remember that really neat feature that you're so proud of?
Is it described in a convincing, inviting way in your first Tip of the Day? Do you have a Quick Start Guide that features it prominently? Does this hot feature have its own drop-down menu entry so users can find it easily? Do you highlight it in the product tutorial that first-time users are encouraged to look at?
Or do you do what most software developers do? When your program has loaded, and the user has read the initial nag screen, they're staring at a blank screen. There's no Getting Started tutorial. There are no sample files that they can find immediately and begin playing with.
Your user clicks "New", stares at the blank screen for a few seconds, and says, "I'm going to give this program a serious workout when I have more time." And you lose a sale.
Or your user clicks "Open", can't find a single sample file, and clicks "Exit". And you lose a sale.
Make your software's unique feature easy to find
Remember how disappointed you were when the download site gave you a three-star rating? Your software is a lot better than your competitors'. And you have one feature that's really great, and nobody else has it. Why did you get only three stars?
A better question to ask might be, "How was the reviewer supposed to learn about this super feature that your software has?"
Whether it's a prospect or a reviewer who's looking at your trial version, your software serves as a marketing tool until somebody buys a registration key. You have to tell prospects - as well as reviewers, editors, and anybody who will listen - how great your software is. Find a way to toot your own horn. Make it easy for your users to find the unique, compelling reasons to buy your software. Now.
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A poorly-written press release won't increase your income.
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The press release that you send to the English-language computer magazines has to shout, "English is my first language."
The editors simply won't take the time to fix your grammar, spelling, sense, agreement, or vocabulary.
Hire a pro who will write a press release that the editors can use.
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