Great software ideas from the SIC
Last month's 2003 Shareware Industry Conference in Rochester, New York was a huge success. With more than 350 attendees, the seminars were great, the food was great, and the opportunities for meeting with other industry professionals couldn't have been better. Mark your calendars for July, 2004!
One of the things that struck me this year was the disparity of incomes between companies offering similar software. With applications as straightforward as AntiSpam utilities and BackUp programs, some companies are making hobby income, while others are making a lot of money.
It's easy to believe that the differences lie in the quality of the software, the nature of the registration incentives, and the effectiveness of the advertising and marketing campaigns. But I believe that there are often other factors that distinguish the high-income companies from the companies with modest incomes:
Sell software site licenses
Many successful companies make their serious income from selling multi-user and site licenses. Whether you're marketing Windows utilities, business applications, or specialty software, site licenses can add substantially to your bottom line. The successful companies don't just mention site licenses as an afterthought. Their web sites are designed to attract the people who buy site licenses. The company and software descriptions are geared to the multi-user license buyer. Successful software developers have their postal address and phone number on every web page, giving the impression that their companies are established and in business for the long haul. Site licence buyers look for professionalism, and some companies deliver it.
Positioning your software
Companies selling really neat technical solutions can generate hobby income. The companies who are making big bucks selling similar software are packaging their software as business solutions. Business and home users won't take the time to try to figure out how your technical toy will improve their lives. You need to paint them into a word picture in which they're enjoying the benefits of your software. Give them a solution, not a tool.
Emphasize your software's benefits, not features
Successful companies' web sites stress their software's features and benefits. But the emphasis is on benefits. People who visit your web site don't read. They scan your words, and glance at your bullet points. You need to talk to them about saving time, saving money, doing things tomorrow that they can't do today, taking control of their lives, and beating their competition. If you talk to them about your program's features, they'll yawn, click the "back" button, and find a competitor's site that talks to them about benefits. People simply don't buy features. They buy benefits.
English versus TechieTalk
Highly successful English-speaking companies use English as their language of choice. Unless they're selling tech products to developers, they simply won't use hideous words like "scalable" or "extensible". They won't expect their prospects to know what "Runs on all 32-bit Windows Systems" means. They won't mention things like DirectX unless they explain how a user can tell what version of DirectX they have on their computer, and how to find a newer version. They realize that their users don't have a clue about servers and clients and permissions and 3-character file-extensions.
English versus "English is my second language"
One of the differences between European buyers and American buyers is that Europeans are used to dealing with multiple languages. If an Italian developer creates a German-language version of their web site that's 90 percent well-written and 10 percent awkward, the German-speaking web site visitor is impressed by the effort and by the result. If that Italian developer creates an English-language web site that's 90 percent correct, Americans focus on the 10 percent that's awkward. Then, they look for a web site that's written in native-English, even if that web site is selling software with fewer benefits and a GUI that isn't as slick. Successful software developers have learned that if you're selling to Americans, you have to eliminate all "English is my second language" errors.
The bottom line
If you turn 20 pounds of steel into a boat anchor, you can sell it for $20. If you turn the same steel into surgical needles, you can sell them for $20,000. You can turn the raw material on your web site into a top-notch sales machine!
Quick Links:
Lists: computer, business
, education, multimedia, game, programming, others
Ordering: place an order, prices and time frames, sample news releases, about us
Information: free newsletters, press release FAQ
Copyright © 1997-2010 DP Directory, Inc.
|
. |
. |
 |
 |
 |
|
For $129(US) I'll email your press release to 1,000+ computer editors.
|
|
 |
|
 |
|
You wouldn't assign your source coding tasks to a marketing guy who did programming as a side business.
Don't trust your press release distribution to a developer who maintains an editor list as a side business.
Trust a professional.
Contact Al Harberg at DP Directory today.
|
|
|
|
|
Insights on selling more software, free of charge, free of hype, free of spam.
|
|
|
|
|
|
Subscribe to Al Harberg's Software Marketing Newsletter and notice a pleasant difference in your sales.
Start now if you want to increase your sales now.
Or start later and give your competitors a head start. Subscribe Now.
|
|
