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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

logo, long tail, loss leader,
lost opportunity costs, low hanging fruit

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logo

logo - Graphic art or text art that consumers associate with your company and software.

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long tail theory by Chris Anderson, Wired Magazine

long tail

long tail - A marketing concept introduced by Chris Anderson in Wired Magazine in 2004.

According to this principle, when you're doing search engine optimization (SEO) for your web pages, you should concentrate on low-volume, highly-targeted phrases (as well as high-volume ones, of course). These low-volume keywords and key phrases can bring in a significant amount of traffic over time - traffic that you can convert into software sales, downloads, newsletter readers, and blog followers.

For example, if you offer an accounting program for small businesses, you want to attract as much traffic as possible from people who type "business accounting software" into the search engines. Under the "long tail" principle, you also want to attract traffic for phrases like "accounting software for beauty parlors" and "accounting application for self-employed house painters".

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Jeffrey Fox quotation on loss leaders

loss leader

loss leader - Products or services priced below cost.

Retailers sometimes create loss leaders to bring traffic to their website or brick-and-mortar store. The hope is that customers who buy the loss leader will also buy items that are priced properly.

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lost opportunity costs

lost opportunity costs - The money that your company loses by missing an opportunity to generate income.

It's easy to spend too much time worrying about direct costs, and not enough time thinking about lost opportunity costs.

For example, a lost opportunity cost would be the cost of not contacting well-targeted bloggers and editors who would want to print a news release about your software. How much money would you lose if your next press release weren't sent to the tech editors at The Associated Press, Bloomberg News, Copley News Service, and the other news services and syndicates?

How many more sales would your New Product Announcement have generated if you had sent it to the proper people at USA Today, The Wall Street Journal, The New York Times, and the other 250 US newspapers that have circulations from 50,000 to more than a million? How do you measure the lost sales from news releases sent to computer magazine editors who have resigned from their editorial jobs and moved on to other publications?

Michael LeBoeuf quotation on low hanging fruit Don't cut corners when it comes to your publicity expenditures. It will cost you dearly if your press release isn't sent to key editors and bloggers. You'll sell more software if you think about both direct costs and lost opportunity costs when making your software marketing decisions.

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low hanging fruit

low hanging fruit - Easy sales.

Rather than develop a methodical plan to sell your software to all potential buyers in your market, a popular strategy is to first try to reach the easiest customers.

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previous software marketing glossary page next software marketing glossary page
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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 - L - pages:
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landing page
leading with your chin
learning and high self-esteem
letter kit
lifestyle advertising
lifestyle segmentation
lifetime value
link bait
link equity
link farm
link magnet
link popularity
link rot
link swap
liquid layout
list broker
list cleaning
list manager
list owner
list select
load time
localization
localize
logo
long tail
loss leader
lost opportunity costs
low hanging fruit
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Use New Product Announcements to tell thousands of prospects about your application.
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The news release that you submit to the editors and bloggers has to be in a format that they can use.

Hire a professional marketing guy to write your New Product Announcement.

Don't rely on another programmer who is sending press releases as a side business.

You owe it to yourself to work with a professional press release person.

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