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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

crawler, creativity, CRM at the Speed of Light


Sergio Zyman's comment about creativity


crawler - A search engine spider.

Crawlers or search engine robot programs visit your website from time to time, travel to each of your links, and ensure that your text is indexed in their search engines.

Some crawlers are trained to only look at the first 20-or-so links on your page, so it's important to put your key internal links near the top.

Other crawlers visit all the links that they can find, and add all of your pages to their index files.

Many crawlers have difficulty with framed sites.

There are crawlers that can't read script files. Few can read .PDF or Flash files.


Twyla Tharpe book The Create Habit

Creative Habit

"The Creative Habit - Learn It and Use It for Life" - a book by Twyla Tharp.

Twyla Tharp draws on her 35-year career as a dancer, choreographer, and businessperson, and explains how we can all learn to be more creative in our work and in our personal lives.

"There are no natural geniuses," Twyla tells us. "The best creativity is the result of good work habits."

Creativity is the result of preparation and hard work. All of us - including professionals in the software development industry - can learn the skills needed to become more creative.

"Skill is how you close the gap between what you can see in your mind's eye," Twyla explains, "and what you can produce."

Whether you're designing a Windows 8 app, writing a sales presentation for your microISV website, or creating a New Product Announcement for your latest software release, you can benefit from Twyla Tharp's advice in "The Creative Habit." Her book is full of practical advice, real-world examples that translate easily into the world of the microISV, and hands-on exercises that nudge us to think more creatively. Read more about "The Creative Habit."


Charles Shulz's comment about creativity


creativity - Adding originality to your software's design, functionality, and marketing.

Creativity happens when you -

  • Find an entirely new way of solving a problem.
  • Build a design for your software that hasn't been used before.
  • Find a way to market your application in an unusual new way.

Using a (US) football analogy, Sergio Zyman, author of "The End of Marketing As We Know It," says that creativity is a ground game and not a series of desperate passes.

Be content if you come up with a creative solution to a small problem. Don't set your expectations so high that you only welcome a new, creative idea if its impact is huge.


CRM at the Speed of Light

"CRM at the Speed of Light - Essential Customer Strategies for the 21st Century" - a book by Paul Greenberg.

CRM at the Speed of Light by Paul Greenberg Customer Relationship Management (CRM) was one of the hottest technology fads in 2000. A lot of CRM projects failed because of onerous systems and lack of commitment to CRM projects.

CRM has emerged as the significant strategy of many successful enterprises, large and small. CRM is a mindset in which every function of a company is focused on building, maintaining, and improving the relationship with the company's prospects, clients, and other stakeholders. Well-implemented CRM strategies result in customer retention, repeat orders, and referrals.

CRM at the Speed of Light provided the structure and the motivation for thinking much more seriously about how to add value to all of the interactions that I have with my customers, prospects, and suppliers. I have already used its ideas to launch a successful marketing campaign, and software developers can do the same. It's simple - put your customer at the center of your company's marketing, and you'll sell a lot more software.

Here's my full book review of CRM at the Speed of Light.

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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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Use New Product Announcements to tell thousands of prospects about your application.
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Hire a press release professional, and target your news releases at the bloggers and editors who cover software like yours.

These journalists can tell thousands of their readers about your program.

Press releases cost a fraction of the cost of advertising.

Learn more about Al Harberg's affordable press release distribution service for software developers.

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