border border border
border

border border border
border Press Release
Distribution
border border border
  -   Computer Editors
  -   Business Editors
  -   Education Editors
  -   Multimedia Editors
  -   Game Editors
  -   Programming Editors
  -   Other Editors
border border border
border Press Release
Writing
border border border
  -   Prices & Time Frames
  -   Sample Press Releases
border border border
Software Marketing
Solutions
border border border
  -   Rent Al's Brain
  -   Press Release FAQ
border border border
Al Harberg's
Software Marketing Newsletter
border border border
  -   Subscribe Now
  -   Marketing Archive
  -   Marketing Glossary
border border border
More
Information
border border border
  -   Order
  -   Contact Us
  -   About DP Directory, Inc.
  -   Send Us an Email

press release services

border border border
$299(US) is a very small price to pay to transform your website into a sales machine.
border border border

Why guess about selling your application when there's affordable, professional help available?

For $299(US), the author of this glossary will spend four hours on your website, crafting innovative ideas to turn it into a sales machine.

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

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

selling to families, share of mind, shareware

border

selling education software to families

selling to families

selling to families - Offering software applications to the home market and to the homeschooling market.

When selling educational software into the home, be sure that your sales message is targeted at all of the important decision-makers.

In Lamb, Hair, and McDaniel's "Essentials of Marketing 2", there is a great description of the five family decision-makers:

Software sales initiators

Initiators suggest or plant the seeds for the purchase process. The initiator is often the kid or parent who will enjoy the immediate benefit (for example, playing a nice computer game) or the long-term benefit (for example, giving their kids an advantage in school and in life).

Influencers

selling education software to the family

Influencers are family members whose opinions are valued. For example, the teen who can determine whether your software runs on the family's computer is an influencer.

Software buying decision makers

Decision-makers make the actual buying decision. Parents usually decide to buy the software.

Program purchasers

Purchasers are the people who will take the time to go through the order process.

Software consumers

Consumers are the people who actually use your software.

family of educational software users Your software's sales message has to catch the attention, develop the interest, and close the sale with everybody involved.

When selling educational software into the school, there are multiple decision-makers, too: Teachers, administrators, and support staff all have a say in what site licenses are purchased. You have to keep all of these folks happy if you're going to make your living selling to schools.

border

share of mind

share of mind - The marketing theory that prospects should think about your company first when they think about a particular product or service.

For example, 3M's Scotch Tape has a large share of mind in the adhesive tape market. Formica has a large share of mind in the laminate market.

Repetition is a key tool for getting people to keep your company and software at the top of their minds.

Stay visible to your prospects. Make sure they know that you're available to help them solve their problems.

Prospects don't particularly notice your advertisement the first (or second or third) time that they see it. You need to keep getting your message in front of their eyeballs.

After some time, they start thinking that you're not just a "here today gone tomorrow" company. Eventually, they realize that you must be successful, because unsuccessful companies cannot afford to advertise regularly.

Over time, as you build share of mind, you'll build share of market.

To avoid this long sales process, your website has to create a sense of urgency, and land the sale immediately. What techniques can you use to get the prospect to buy now?

  • Do you encourage the sale (versus asking prospects to download your trial version)?
  • Do you ask prospects to bookmark your site, so they can find it again later?
  • Do you offer time-sensitive discounts?

border

shareware

shareware - A marketing method that lets users try software before they buy it.

There are endless debates over the true meaning of shareware. Can there be feature limitations? Trial periods that time out? Watermarks? Other registration incentives?

Don't say "shareware" in your press release. There are a couple of good reasons:

Editorial versus Advertising

Most magazines and newspapers claim that they have an impenetrable wall between their editorial and advertising departments. My experience is that these publications try to not let advertising dollars affect the press coverage that they give. But there are exceptions to the rule.

shareware software user and laptop Computer magazines have two major sources of income: Subscriber dollars and advertiser dollars. Editors can increase their subscriber base by telling their readers about neat new software like yours. The magazines would like you to become an advertiser. If the publication can demonstrate that, by their printing your news release, you'll get a lot of inquiries from their readers, then they might talk you into becoming an advertiser.

Shareware authors, however, are not regarded by publications as heavy buyers of advertising. Given two equally well-written New Product Announcements, one for a shareware product and one for a shelfware product, it helps the magazine to cover the shelfware. Editors are human, and interested in the financial success of their employers. So, don't mention your being a shareware author.

What does "shareware" mean?

Not every software buyer knows what the term "shareware" means. Some people associate the term "shareware" with second-class software that is not in the same league as shrink-wrapped software. Others simply aren't familiar with the term. You can lose sales by using terms that people don't understand.

Some developers try to clear up the issue by explaining what shareware is. These definitions take prospects' attention away from your company and its software, and will cost you sales.

Talk about your trial version

Don't say "shareware" in your news release. Simply talk about the availability of a free, fully-functional 30-day trial version. Your software marketing should focus on selling your software, and not encouraging people to download and install the trial version.

border Software Marketing Glossary
previous software marketing glossary page next software marketing glossary page
border
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
border Copyright 1997-2016 DP Directory, Inc.

 . .
border border border
Glossary Index
border border border
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
border border border
Table of Contents
of the - S - pages:
border border border
sales funnel
sales message
satisfaction
scannability
scraper
scratching
screen shot
screencast
search engine
search engine marketing
search engine optimization
search engine results page
seeds
self-mailer
selling
selling to families
share of mind
shareware
Shareware Industry Conference (SIC)
shareware marketplace
shelfware
shopping
shopping cart
SIC - Shareware Industry Conference and Software Industry Conference
SIC - Standard Industrial Classification
sign-in
signature file
siloing
site license
site map
SKU
social bling
Software Industry Conference
Software Marketing Blog
Software Marketing Book Club
solution
sound bite
spam
spell checker
spider
splash page
sponsorship
spyware
stakeholders
stemming
strategy
strategic partnership
strategic planning
subdomains
subscribers
success
Success Leaves Clues
sugging
suite
suspect
synonyms
system requirements
border border border
Press releases generate software sales. Period.
border border border

It takes experience to write a press release that will get editors and bloggers excited about your desktop or smartphone software.

Contact DP Directory today about writing your press release, and submitting it to the bloggers and editors.

border border border
Subscribe now to Al Harberg's Software Marketing Newsletter. Free.
border border border

Al Harberg's free monthly Software Marketing Newsletter provides innovative insights that can boost your software sales.

The newsletter is free, it's monthly, and you should subscribe now!

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

border
border border border