satisfaction - The feeling of contentment or pleasure that comes from buying software.
Software companies have to do more than create and deliver good applications. Developers have to figure out what it takes to satisfy customers, and deliver whatever is necessary.
"Your job is not to deliver a service," says Harry Beckwith, the author of The Invisible Touch - The Four Keys to Modern Marketing. "It is to create satisfaction."
It's not enough to satisfy customers. You have to deliver software that surprises and delights them if you expect them to tell their friends how great your software is.
Customers are more and more picky. So, you have to continually make your delivery stronger.
Conveying quality, Beckwith tells us, is as critical as delivering quality.
scannability - The effectiveness of your website in delivering your sales message to website visitors who quickly scan your pages.
Most people scan web pages. There's also a small group of people who will carefully read every word. Good software marketing demands that you appeal to both groups.
scraper - Crawlers that copy the text, images, and everything else from your website.
These are the bad robots that visit your site. They are not your friends.
scratching - searching for creative raw materials for our new projects and marketing.
"Scratching" is a term coined by Twyla Tharp, the remarkably creative dancer, choreographer, and business person who wrote the 2003 book "The Creative Habit - Learn it and use it for life."
Tharp believes that creativity isn't some gift that comes from the cosmos. Rather, creativity comes from preparation and methodical work. We can all learn the skills necessary to become significantly more creative than we are today. And scratching is the starting point for finding new ideas.
Tharp urges us to read books and look at other people's work for inspiration. For software developers, this would involve staying on top of the software that's being released in the Windows, Linux, Macintosh, iOS, and Android marketplaces.
She believes that it's not possible to scratch for big ideas. Start the creative process, Tharp says, by finding small ideas and by growing them.
The most common source of ideas is reading. To work on your marketing creativity, please visit my Software Marketing Blog and click on the RSS feed. It will deliver a steady stream of fresh ideas about marketing your software more effectively.
Tharp advises us to get in shape for scratching. You need to think creatively all the time to get in shape and stay in shape.
To scratch for creative ideas, you have to think creatively on a regular basis. Work at it, and you'll come up with new ideas more readily. Practice searching for creative ideas ,and as your skills grow, you'll learn to find good ideas everywhere.
screen shot - A .GIF, .PNG or .JPG image on your website that portrays a key screen image from your software.
One effective technique is to display a thumbnail image of the screen shot which, when clicked, brings up a full-screen image.
A good SEO practice is to name your screenshots meaningfully. By giving these images keyword-rich names, and by using meaning alt text with each image, you help yourself in the search engines.
screencast - a webcast consisting of a series of screenshots and a voice-over audio track.
More and more, microISVs are using screencasts as a software marketing tool.
If I had "one word of advice" for software developers who want to create a series of screencasts, it would be, "Design before you start coding." It's a mistake to press the "record" button and start talking, without creating at least the outline of the script that you're going to record.
Screencasts are a software marketing tool. Make sure every sentence that you recite, and every screenshot that you display, add to the software sales process.
search engine - A website that allows users to enter keywords and key phrases, and be served a list of URL's whose pages contain those words.
For mISVs, search engines are generally the primary driver of sales. Software buyers use search engines to find the websites that offer the software products and services that they want to buy.
search engine marketing
search engine marketing (SEM) - Marketing on the Internet by tapping into prospects' use of search engines to find the things that they want to buy.
SEM includes both paid advertising on the search engines as well as organic search results.
search engine optimization
search engine optimization - Carefully crafting each web page on your website to maximize its visibility on search engine results pages (SERPs).
As a general rule, the higher up your web page appears on SERPs, the more likely you'll get web traffic from that particular search.
search engine results page
search engine results page (SERP) - The web page that a search engine displays after a user types keywords or key phrases and clicks the "search" button.
seeds - Dummy or decoy names that are added to a database that is rented to business people.
Most postal mailing lists are rented for one-time use. To ensure that the list isn't used over and over, seeds or dummy names are added to the list. These seeds receive the postal mailing that the list renter sends to everybody on the list. And if the renter uses the list a second time, he or she will get caught.
In viral marketing, the word "seeds" has a different meaning. Seeds are key people whom you want to start spreading the word about your new product or service.
self-mailer - A direct-mail term that refers to an all-in-one mailing piece.
A self-mailer includes the outer envelope, letter, flyer, and reply card or reply envelope. A self-mailer is contrasted with a letter kit, where each component (letter, envelope, reply card or reply envelope) is a separate piece.
See letter kit.
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