guerilla - A software developer who is low on money, but high on energy, time, and ideas.
Just as shareware is a marketing method which avoids the traditional sales channel of distributors and retail stores, guerilla marketing is a technique for getting the word out about your software in a low-budget fashion.
Guerrilla Marketing Excellence
"Guerrilla Marketing Excellence - The 50 Golden Rules for Small-Business Success" - a book by Jay Conrad Levinson.
Levinson has written a series of Guerrilla books for entrepreneurs. This one has wall-to-wall ideas that software developers can use to increase their sales. The book is divided into fifty rules.
Levinson believes that it's difficult to attract new customers into the marketplace. Instead, we should try to sell to people who are already buyers. Find out what they're buying, and make your software attractive to them.
Customers buy the perceived benefits of your software. Emphasize benefits, not features, and you'll sell more programs.
People buy promises. Make convincing promises. And be sure to deliver what you promise!
People buy credibility. Software developers can do so many things to increase their credibility - simple things like including full contact information on your website, and explaining why you chose your particular eCommerce provider.
People buy solutions. They buy reputation. And hope and value.
The book explains a lot of ways that you can get people to buy your products and services.
I'd mentioned that the book is divided into fifty rules. All of the ideas above are from Rule #3.
"Guerrilla Marketing Excellence" is not a book about the software industry. But it's easy to translate Levinson's principles into the world of the independent software vendor.
guestbook - A high-maintenance device for people to leave messages on your website that other visitors can read.
You'll have to monitor the entries continuously, and remove the childish and vulgar comments that spammers post. Software developers have had mixed experiences with guestbooks. Try one, and see if it works for your site.
"Guts - The seven laws of Business that made Chrysler the World's Hottest Car Company" - a book by Robert A. Lutz.
Robert Lutz was the President and Vice Chairman of Chrysler Corporation. We've all heard the story about Chrysler's first wave of financial woes. It's the tale about Lee Iacocca and the $1.2 billion US loan guarantee that he negotiated.
Most of us know a lot less about Chrysler's second crisis and recovery in the early 1990s. "Guts" is Bob Lutz's tale of how he managed Chrysler's second crisis, and the business principles that he developed during these tumultuous years.
"Guts" is an interesting story, with a lot of lessons for the software development industry. It will give microISVs insights into how large companies deal with serious problems.
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