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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

content, context, controlled circulation publication


Patricia O'Conner's quotation about content


content - The material that the Internet contains in such abundance that humankind no longer needs books.

Internet content, we're told, will replace books, schools, and entertainment.

In reality, content is the stuff that software developers can add to their websites to attract visitors. People visit content-rich websites to learn or to be entertained. While they're on your site, they may fall in love with your software.

Search engine optimization (SEO) requires that we organize our content carefully. Otherwise, Google and the other search engines will not be able to understand our websites' themes, and will not send us the traffic that we need to succeed.


Content Rules for software developers

Content Rules

"Content Rules - How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and more) that Engage Customers and Ignite Your Business" - a book by Ann Handley and C.C. Chapman.

Everybody seems to believe that content is the key to success for firms that do business on the web. Instead of simply urging us to create compelling, customer-focused content, however, Handley and Chapman explain how to do it. And their advice translates easily into the world of the software development entrepreneur.

"Content Rules" covers blogs, podcasts, webinars, videos, ebooks, whitepapers, FAQs, and images. And while there isn't a chapter that covers newsletters, you won't have any problem finding ideas to help you with your customer-facing newsletters.

This is not a tech book. Handley and Chapman don't present WordPress tips and tricks, or discuss the inner workings of Facebook.

"Content Rules" is about creating information, presenting it in a compelling way, and repurposing it across a wide range of media so that you're reaching your target market in many different ways. "Content Rules" will help increase your software sales. Read more about "Content Rules".



context - The "big picture" view of your software.

Leboeuf's quotation about context When a prospect visits your website, you can't immediately tell them about the latest features that you've added to your software. Before you do that, you have to put your program in context. You have to tell them that you have a software solution to a problem that they've been experiencing.

Tell them right away what you're marketing, and how their lives would be better if they had your application installed on their computers. Tell them that you can save them time, or money, or help them relax, or help them leap-frog their competitors. If the first thing that prospects read on your site is your mission statement, then you're walking away from sales.

Make it simple for prospects to answer their questions:

Some of your prospects want to see screen shots. Some want to look at bullet points. Some won't buy a program unless they can read huge blocks of text about every function that the application performs. Your site has to have all of this info. And it has to be simple for each prospect to find what he or she is looking for.

Prospects need context to understand your application Some of your prospects speak English as their first language, and some struggle with English as a second language. The way to reach everybody is to use common words to form short, simple statements. Avoid slang. Passive voice should be avoided .

Some prospects are technically proficient and some are newbies. It's not easy to create a program description that is understandable to newbies, and at the same time doesn't seem "dumbed down" to gearheads. Test different versions of your sales copy, and use what works best. Perhaps create a "Quick Start Guide" that techies will migrate to, while presenting an entry-level description to less sophisticated users.

You have to get prospects' attention in the first few seconds. When they arrive at your home page, they have to think "This is a website that can help me solve my problem". Make people feel at home. Give them the important information immediately.

Make an enticing offer. Ask for the sale. But first, put your application in context.


controlled circulation publication

controlled circulation publication - A trade magazine that is free to qualified subscribers.

These publications make their money by selling advertising space, by renting their postal mailing lists, and by creating and marketing opt-in email lists.

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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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News releases build name-recognition for your software or SaaS.
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Be certain that your prospects are finding write-ups about your computer and iPhone applications in the blogs, magazines, and newspapers.

Send news releases regularly to the media, and keep your name in prospects' memory.

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