credibility
credibility - The degree to which your prospects believe your sales message.
It's important to be credible. You would never give your credit card information to somebody who operated a "business" out of the trunk of their car, in the corner of a shopping mall's parking lot.
Many people won't give you their credit card information on the Internet unless they see your company name, postal address, and phone number. If you look like you're hiding, then people won't buy from you.
If you're using an eCommerce company to process your orders, then explain to your website visitors that you've chosen this company because of their long-term reputation for professionalism and security.
In his book "Guerrilla Marketing Excellence," Jay Conrad Levinson tells us that we'll enhance our credibility if we're specific in our claims.
According to Levinson, "Cut your time in half" sounds fake, while "Cut your time by 43 percent" sounds like there must be a reason behind your having selected such an odd figure. It must be true.
"Specifics prove what your words say," Levinson argues.
Levinson urges us to promise things in specific terms, and use the numbers to prove your point, even if you're using hypothetical numbers.
cross marketing
cross marketing - An agreement between two or more software developers to market each other's software.
This marketing is accomplished through link exchanges, discount coupons, bundles, suites, and all types of innovative techniques.
crowdsourcing
crowdsourcing - letting your users create content for you.
Crowdsourcing is a software marketing technique for gathering user-generated content and posting it on your website, blog, newsletter, or other content-intense vehicle.
Good crowdsourcing benefits from engagement. That means allowing comments on your blog, and responding to them. And it means creating an online forum to build a community of stakeholders who are interested in building a useful body of content.
CSS - cascading style sheets
CSS - cascading style sheets - An HTML feature that lets you put your web site's design information in a single place.
By specifying once the fonts, colors, and other style elements that you want to use on your website, you can ensure consistency from page to page, and minimize maintenance chores. Older browsers have difficulty with style sheets.
CTR - click through rate
CTR - click through rate - A measurement of the responsiveness of Internet ads.
CTR is the percentage of people who respond to banner ads or hyperlinks by clicking on them.
customer
customer - The software buyer.
Customers are the most important stakeholders in your software company. According to Philip Kotler, marketing is the science and art of finding, keeping, and growing profitable customers.
It's much easier to sell additional goods and services to existing customers than to find new customers. For software developers, that means selling your other applications to existing customers. It also means finding other developers' applications, and offering them on an affiliate basis to your customers. Upgrades are another source of selling to existing customers.
Customer-Driven Company
"The Customer-Driven Company - Moving from Talk to Action" - A book by Richard C. Whiteley.
Whiteley believes that there are two types of companies: companies that consistently deliver excellent products and services, and companies that go out of business.
"Excellence" means excellence from your customers' perspective.
There's a full review of The Customer-Driven Company that first appeared in Al Harberg's Software Marketing Newsletter.
Software Marketing Glossary
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