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You'd sell more applications if your website were better written.
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Your website's software marketing message isn't as good as your software.

Affordable help is available.

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Al Harberg
DP Directory, Inc.
525 Goodale Hill Rd
Glastonbury, CT 06033 USA
(860) 659-1065
al@dpdirectory.com
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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

person

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sales presentations in the first person

person

person - The point-of-view or perspective of your writing.

Your choice of person can affect your software sales. Lots.

Selling software in the first person.

Avoid writing in the first person. You're using the first person when you use the words I, we, my, and our. Use the first person sparingly on your website. People care about themselves, and they're much less interested reading about you talking about yourself.

Here are a few examples of how to turn weak first-person writing into a more persuasive sales message -

On your web site you say, "I wrote this application to solve my company's problem, and I decided to offer it commercially". You'd sell more software if you turned this thought into a benefit for your customers. Tell them how your neat new idea will benefit them. Mention in passing why you developed it, but put the emphasis on solving your prospects' problems. There's a flip-side to this principle - People like to buy from other people who are like them. So, if your prospect thinks that you've had the same problem that they're having, then they might be more inclined to buy from you. Test and measure. It's the only way to know for sure which sales message to use.

Your sales presentation includes something like, "Our firm is dedicated to listening to our customers, and providing the finest applications available". You can close more sales if you tell your customers how your software can benefit them: "Because we listen to our customers, you can benefit by our program's feature-1, feature-2, and feature-3."

web pages in the first person You have a link that says, "Our Privacy Policy". More people would click the link if it said, "Your Privacy is Important". That doesn't mean that you should change the anchor text on your privacy policy link. Perhaps you want to make the point that you have a privacy policy, but you don't really want people to read it. You'd prefer them to stay on your sales page and read more about your software's benefits.

Selling applications
in the second person.

Write in the second person. You're writing in the second person when you use words like you, your and you're. Writing in the second person draws your reader into the conversation. The second person lets you paint a word picture that captivates your prospects, and makes them want to learn even more about your application and how it will deliver benefits to them.

Pick up a book about real estate sales, and you'll find perfect examples of how to paint your reader into an inviting picture. The author will suggest that you say something like, "This summer, when you're sitting here at your kitchen table and looking out your window at your children playing in your yard, you'll be happy that you'd decided to make an offer for your house." The sentence has a bunch of variations - a big bunch of variations - of the word "you".

The article you're reading isn't about me, or about some stranger. It's about how you can use words to make more software sales. Part of the reason that you've read this far is that the article is mostly written in the second person.

When a visitor is reading your website, they're asking, "What's in it for me?" By using the second person, your website becomes a vehicle for speaking directly to them. You can help them to understand what really nice software you're marketing. Second person sells.

sales web pages in the third person

Selling programs in the third person.

Use third person writing to describe things objectively. When you're writing in the third person, the subject of your writing is something or somebody besides you or me. You're talking about what your software does, or what customers might do if they use your software.

If you're a particularly good writer, and you know your audience very well, you can use the third person to write interesting, appealing sales messages. It's easy to lose your prospect's attention, however, because you're not talking about them. You're talking about some abstract concept such as a computer program, or some software feature that you hope they'll be able to turn into a benefit.

Write in the second person, and sell more software.

Writing in the second person makes the software marketing job easier. You'll be able to craft a more personal message, and you'll sell more of your programs.

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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 - P - pages:
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page listing
page rank
page view
passive voice
password marketing
pay for inclusion
pay per click
permission
Permission Marketing
person
persona
persuasion
photographs
place based advertising
platform
podcast
popunder window
popup window
positioning
Powerliving by Jake
PPC - pay per click
PR
press kit
press page
press release
press release campaign
press release cover letter
press release distribution
press release follow-up
press release format
press release timing
press release writing
price
price promotion
printer friendly
privacy policy
product
profit
prominence
pronoun
proofreading
prospect
proximity
psychographics
public relations
publicist
publicity
purchase order
Purple Cow
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Market your software program with press releases.
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You need to send your New Product Announcement to the proper press people.

You're wasting time and money if you're submitting news releases to generic names (such as "Software Editor" versus real names such as "Sam Jones") or to generic addresses

(such as news@ instead of sjones@).

Use a professional press release submission service that will deliver your news releases to the editors' personal mailboxes.

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Subscribe to this free marketing newsletter only if you want to sell more software.
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In Al Harberg's free monthly Software Marketing Newsletter, you'll read tips about writing newsletters, news releases, and PAD files.

Subscribe now to the newsletter, or read more than 100 articles in the newsletter's marketing archive.

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