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Your software application isn't complete until you've crafted a sales message.
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Don't be shy, and don't be subtle.

Prospects won't know how great your software application is unless you tell them.

The author of this glossary can help you craft your sales message.

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Al Harberg
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al@dpdirectory.com
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   .

Software Marketing Glossary
by Al Harberg, the press release guy from DP Directory

border on this Glossary page, you'll find these words and phrases border

case study

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case study

case study - a software marketing vehicle that wows your prospects by describing how your application is used in the real world.

software marketing case study customer success story

Case studies inject a bit of reality into research and education. Academics use case studies to weave a bit of reality into their largely theoretical work.

According to Ann Handley and C.C. Chapman, the authors of "Content Rules," most case studies are boring and sad. Traditionally, a software industry case study is a fact-by-fact description of how somebody used your software, and how it helped them in business or in school or in life.

Instead of this dreary approach to case studies, the authors want us to craft a Customer Success Story. Make your write-up people-centric, and not process-centric. Tell an interesting story in which your software is the hero. If you're successful, you'll establish an emotional link between your prospect and yourself.

Here are Handley and Chapman's five tips for organizing and writing your customer success story, translated into the software development industry -

Introduce your software customer.

case study customer success story and software marketing Use bullet points to put your customer in context. Name the company, the location, the contact person, the industry they're in, and their size (both in sales dollars and in number of employees). Keep the introduction short.

Tell your story.

Tell your tale from the perspective of a person at your customer's company. The story is about the person, and not about the company.

Explain the problem. Let your readers feel the pain, at an emotional level. Use fear to get your readers interested in how your customer solved her problem.

Solve the problem with your software.

Explain how your software - the hero of the story - solved your customer's problem.

Look into the future.

End with a "happily ever after" theme. Make your reader say to herself, "I need to buy that software, too."

Reimagine your customer success story.

Create a video. Blog about it. Find other ways to deliver your newly-written content to your prospects.

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Glossary Index
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A - B - C - D - E - F - G
H - I - J - K - L - M
N - O - P - Q - R - S - T
U - V - W - X - Y - Z
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Table of Contents
of the - C - pages:
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call to action
CAN-SPAM act
canonical site
cascading style sheets
case
case study
category killer
channel
Children's Writer's Word Book
Christmas gift-giving guide
choices
clearing your throat
click here
click through rate (ctr)
cloaking
closing the sale
co-op database
commodity
common sense
company name
competing with software giants
competition
competitor
compiled list
computer columns in newspapers
consistency
consumer
consumerization
contact information
content
Content Rules
context
controlled circulation publication
conversion
conversion rate
cookies
copy editing
copyright notification
copywriting
cost-based pricing
counter
cost per click (cpc)
cost per thousand (cpm)
cover letter
crawler
Creative Habit
creativity
CRM at the Speed of Light
credibility
cross marketing
crowdsourcing
CSS - cascading style sheets
CTR - click through rate
customer
Customer-Driven Company
customer's perspective
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Press releases give purchasers a chance to think about your software.
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Don't personalize the news release that you send to the bloggers, magazines, and newspapers.

It's unprofessional.

The editors know that even the simplest email client can perform email-merges, and they're not impressed by a "Dear Sam:" salutation.

Talk to a press release pro, and send your press release in the format that editors will respect.

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