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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

computer columns in newspapers, consistency,
consumer, consumerization, contact information


computer columns in newspapers

computer columns in newspapers - A free resource that lets software developers tell prospects about their applications.

newspaper columns sell software According to the 2004 study by the Newspaper Association of America, nearly half of the adults in the US read a daily newspaper, and 56 percent read a Sunday paper.

That's 100 million people during the week, and 116 million adults on the weekend. Readership increases steadily with higher earnings.

Millions of people make software buying decisions based upon what they read in their daily newspapers. The editors who write computer columns for these publications should be telling their readers about your software and apps.

Send them your press release, and let these columnists tell their readers about the advantages of having your software installed on their computers. Tell newspaper journalists about your iPhone apps and iPad apps.

Many of these newspaper editors also write tech blogs, and can deliver your message to their readers both online and in print.



consistency - The hobgoblin of small minds, and a way to lose software sales.

consistency loses software sales When you email your press releases to the editors, you need to ensure that you're spelling words consistently. Proper nouns, including your company and product names, have to have the same capitalization, spacing, and spelling.

On your website, however, you need to consider another strategy. Your company and product names have to be spelled properly. But you might want to introduce variations of other key words and phrases.

Say database and data base. Say website and web site. If there are different ways to say keywords and key phrases that are important to your sales, then make sure all of them are on your web pages.

Be sure that your website includes all proper spellings and upper/lower case combinations of your keywords. Hide the misspellings of the important terms in your web site images' alt-tags.

By using inconsistent spellings, you will lower the keyword density of some of your terms (in favor of the new variations). Because of these new variations, however, the search engines should start sending more nicely-targeted visitors to your site.


software consumer


consumer - The person who uses your software.

The consumer of your application might not be the buyer.

Often, parents will buy software for their children. Business managers will buy programs for their workers. School administrators will buy applications for their teachers.

Your sales message has to target both the consumer and the buyer of your application.



consumerization - the introduction of the latest computer and telephony hardware and software into the consumer marketplace prior to their introduction into the business environment.

software marketing and consumerization Technology used to be introduced first into business, nonprofit, and government enterprises. As the implemented technology improved and prices fell, smaller and smaller enterprises were able to adopt the technology. Eventually, when prices dropped sufficiently and mass production allowed affordable distribution, the new technology was released into the consumer marketplace. Whether it was hand-held calculators or small business computers, this was the trend for many decades.

Smartphones and tablets, by contrast, were first introduced as consumer devices. They were widely accepted by consumers, and many workers are bringing their smartphones and tablets to work every day. This consumerization trend and the resulting "bring your own device" (BYOD) movement are causing business IT managers to scramble to develop policies to control these mobile devices in the workplace.


contact information

contact information - A credibility-building software sales technique.

Tell your website visitors your company name, postal address, email address, phone number, fax number, and other contact information. Many users simply won't buy your software if they don't know where you're located.

In addition to having a contact page, it's a good idea to have this information on every page.

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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
canonical site
cascading style sheets
case study
category killer
Children's Writer's Word Book
Christmas gift-giving guide
clearing your throat
click here
click through rate (ctr)
closing the sale
co-op database
common sense
company name
competing with software giants
compiled list
computer columns in newspapers
contact information
Content Rules
controlled circulation publication
conversion rate
copy editing
copyright notification
cost-based pricing
cost per click (cpc)
cost per thousand (cpm)
cover letter
Creative Habit
CRM at the Speed of Light
cross marketing
CSS - cascading style sheets
CTR - click through rate
Customer-Driven Company
customer's perspective
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When prospects read a press release about your software, they buy.
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Your news release has to convince bloggers and editors that you have a unique application that can make their readers' lives more productive.

Your press release also has to sell your program's benefits to the publications' subscribers.

You have to accomplish these goals without sounding like you're delivering a sales pitch.

You need professional help from an experienced press release person.

Contact Al Harberg now.

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