Software Marketing Glossary
by Al Harberg, the press release guy from DP Directory

on this Glossary page, you'll find these words and phrases

failure, Fall of Advertising and the Rise of PR,
FAQ, fast follower, feature article

failure failure - Part of the learning process in the software development industry. Learn all you can about marketing. And don't be afraid to make mistakes. "When the rate of change inside the company is exceeded by the rate of change outside the company," Jack Welch, the former chairman of General Electric said, "the end is near." Fall of Advertising and the Rise of PR "The Fall of Advertising and the Rise of PR" - a book by Al Ries and Laura Ries. Al Ries is the co-author of the best-selling book "Positioning". Ries believes that public relations (PR) has credibility, and that advertising lacks credibility. With advertising, you tell the world how great your software is. With PR, you let editors, columnists, and bloggers tell your story. By sending press releases to magazine and newspaper editors, and having your story told by the experts who work for these publications, your sales message becomes credible with prospects. Al Harberg's Software Marketing Newsletter ran a full-length book review of "The Fall of Advertising and the Rise of PR". You can find it in the marketing archives on this site. FAQ FAQ - The acronym for "frequently asked questions". See "frequently asked questions" below. This website has a superb Press Release FAQ that will answer most questions about how to use news releases to generate more software sales. fast follower fast follower - A company that monitors competitors' products and services, and mimics them quickly after competitors introduce them. In the world of me-too software development, we see far too many fast followers. feature article feature article - A magazine or newspaper article that describes your software, company, or key executives. Unlike a short, objective New Product Announcement, a feature article typically has a human angle. It contains quotes from company officials or from customers who use (and like) your software. When submitting a press release to the editors, send them news copy. Don't send them a feature article. Here's why - It takes a huge amount of work for you to learn the specific requirements of each magazine or newspaper. Press release requirements are straightforward, while feature article requirements can be very specific. Publications want feature articles written by people who are financially and emotionally at arms-length from the subjects that they write about. Most magazines and newspapers demand exclusivity for the feature articles that they print. With New Product Announcements, they don't care if other publications - even direct competitors - print the same announcements. But they would never print your feature article if they thought that another publication would print the same article. Software Marketing Glossary Quick Links: Lists: computer, business , education, multimedia, game, programming, others Ordering: place an order, prices and time frames, sample news releases, about us Information: free newsletters, press release FAQ, software marketing glossary Copyright © 1997-2011 DP Directory, Inc.

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Glossary Index 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 Table of Contents of the - F - pages: failure Fall of Advertising and the Rise of PR FAQ fast follower feature article features FFA - free for all firewall first draft frames free for all freeware frequency frequently asked questions friends list frozen layout frugging Press releases give purchasers a chance to think about your software. Don't personalize the news release that you send to the bloggers, magazines, and newspapers. It's unprofessional. The editors know that even the simplest email client can perform email-merges, and they're not impressed by a "Dear Sam:" salutation. Talk to a press release pro, and send your press release in the format that editors will respect. Subscribe now to Al Harberg's Software Marketing Newsletter. Free. Each issue of Al Harberg's free monthly Software Marketing Newsletter contains about five printed pages of hard-hitting info that is designed with only one purpose in mind: I want to increase software developers' sales. Subscribe now to the newsletter, or read more than 100 articles in the newsletter's marketing archive.