English - The language of sales on the Internet.
English is not the same as tech-talk. English is a much more effective sales language than any form of TechieTalk. Highly successful English-speaking software firms use English as their language of choice.
Unless they're selling tech products to developers, they simply won't use techie words like "scalable" or "extensible". They won't expect their prospects to know what "Runs on all 32-bit Windows Systems" means. They won't assume that their users know the difference between DirectX and ActiveX. And they understand that few of their customers have a clue about servers and clients and permissions and 3-character file-extensions.
English is also much more effective than "English is my second language".
One of the differences between European buyers and American buyers is that Europeans are used to dealing with multiple languages every day. And Europeans are much more tolerant of websites that have a "this is my second language" aura about them. By contrast, successful software developers have learned that if you're selling to Americans, you have to eliminate all "English is my second language" errors.
entrepreneur - A person who owns and runs their own business.
An entrepreneur need not be a risk-taker or gambler. An entrepreneur is somebody who wants to make a living without taking direction from other people.
Entrepreneurs Are Made Not Born
"Entrepreneurs Are Made Not Born - Secrets from 200 Successful Entrepreneurs" - A book by Lloyd E. Shefsky.
Shefsky spoke with more than two hundred successful entrepreneurs, and tried to understand what makes them winners.
If you're doing some software development on a part-time basis, and you're hoping to leave your day job and do application development work full-time, then this book can help you make your decision.
You won't find a lot of practical advice about whether to incorporate your business, or whether to work out of your home or lease office space. This is a book about psychology and drive and attitude.
You can read my full book review of "Entrepreneurs Are Made Not Born".
Epsilon Award - An annual recognition of outstanding software.
Since 2006, the European Software Conference has bestowed the Epsilon Award, a prize given to a software developer for an outstanding Windows, Macintosh, Linux, Chrome OS, web, or mobile platform application.
Since its inception, one of the prizes that the Epsilon Award winner receives is a press release writing and distribution package from DP Directory, Inc., the company that brings you this Software Marketing Glossary.
error 404 - an HTML error that tells your prospects to buy your competitor's software.
Internet users experience "page not found" errors or error 404s when they click on a link that is not available on your website.
"Maybe your customer typed the URL incorrectly," says Thomas Schulz, the head of the Danish software development company Micro-Sys ApS. "Perhaps another website has a misspelled link to one of your webpages. In any case, the person who experiences the error 404 blames you for not being competent to create web pages and links that work properly."
Micro-Sys ApS offers a Windows program called A1 Website Analyzer that can check all of the links on your website, validate the HTML and CSS, spell check the entire site, and even optimize the internal linking of your web pages.
"Broken links can hurt a company in several ways," Thomas explains. "In addition to damaging your credibility with prospects and customers, error 404s can cause the search engines' spiders to become lost and confused. And if they can't crawl and index every page on your site, then that's a real advantage for your competitors. Error 404s result in your company getting less search engine traffic, and your competitors getting more."
ESC - Educational Software Cooperative
ESWC - An abbreviation for the European Software Conference (below).
European Software Conference (ESWC)
European Software Conference (ESWC) - An international conference of independent software developers held in Europe each November.
DP Directory, the company that brings you this Software Marketing Glossary, has been a Supporting Sponsor of the European Software Conference for each of the past six years.
The 11th annual European Software Conference will be held at the DoubleTree Hotel by Hilton London Westend on November 19 and 20, 2011 in London, England. The European Software Conference "Open all senses!" is the premiere event for the Independent Developer and the (Micro-) ISV-Industry. The conference blends web, mobile, and desktop into one world of software.
Panel discussions and presentations from software industry professionals will fill the two-day meeting. All of the presentations are in English. The conference focuses on software marketing topics that are vital to independent software developers, including fighting software piracy, software market analysis, application stores and the desktop/laptop market, content management systems, email marketing, and Google Adwords.
This year's Epsilon Award winner will be announced at the conference. Prizes include a winner`s certificate and trophy of honor, press coverage of their software by DP Directory, Inc., and entry into the Hall of Fame
The registration fee for the two-day conference, including lunches, is 175 Euros, or 80 Euros without lunches. Visit the European Software Conference (ESWC) website to learn more about the conference and the Epsilon Award.
"EVEolution - Understanding Women - Eight Essential Truths that Work in Your Business and Your Life" - A book by Faith Popcorn and Lys Marigold.
EVEolution is a marketing theory based on the idea that men and women are different with respect to how they buy things. We shouldn't market to women and men in the same way.
There are real differences, the authors tell us, between women and men which affect the way they receive marketing messages and the way they make purchasing decisions.
It is politically unfashionable to suggest that there are any gender differences. Popcorn and Marigold point out that we have to recognize the real differences that do exist, and make sure we're marketing effectively to both genders.
The full review of "EVEolution" appeared in Al Harberg's Software Marketing Newsletter.
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