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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

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

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Shareware Industry Conference (SIC)

Shareware Industry Conference (SIC) - See SIC - Shareware Industry Conference and Software Industry Conference below.

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shareware marketplace

shareware marketplace - A mythical concept about a hypothetical marketplace that doesn't exist.

There is a real-world marketplace for, say, reasonably priced, English-language mathematical drill programs for Windows, targeted at six- through eight-year-olds.

Faith Popcorn quotation on shopping and market segmentation It makes no sense to pretend that you can lump together thousands of similar specific marketplaces into a composite "shareware marketplace" or "software marketplace".

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shelfware

shelfware - Software which is boxed, shrink-wrapped, and sold in retail stores and through the value-added reseller (VAR) channel.

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shopping

shopping - Visiting stores or Internet sites to buy goods and services.

Paco underhill quotation on shoping Make your prospects' shopping experience pleasant, and they'll be more inclined to buy your software, more inclined to return to your site, and more inclined to tell their friends about your applications.

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shopping cart

shopping cart - A web device that lets your users select a number of your applications, and purchase them in a single operation.

One of the main causes of lost Internet sales is shopping cart abandonment. Make sure your shopping cart can be used with all major web browsers, including the browsers used on iPhones, iPads, and Android phones. And be sure that your shopping cart functions quickly enough so that users don't walk away in frustration.

If you're using an e-commerce company to process your sales, try their shopping cart before you commit your company's software sales to it.

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SIC - Shareware Industry Conference and Software Industry Conference

SIC - Shareware Industry Conference and Software Industry Conference - An annual get-together of try-before-you-buy developers and marketers.

Shareware Industry Conferences (later renamed Software Industry Conferences) were held each year from 1990 through 2010. There was no 2011 conference. Beginning in 2012, the conference will be called ISV Con.

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SIC - Standard Industrial Classification

SIC - Standard Industrial Classification - The US Census Bureau's classification system of all of the product and service companies' output.

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sign-in for restricted website access

sign-in

sign-in - A requirement that a user enter an ID and password before being able to access all or part of your website.

On the negative side, presenting visitors with an additional hurdle will reduce the number of people who are willing to jump at the chance to enter your site. On the positive side, sign-ins make users think that there is something of value on the other side of the barrier, and that they're special people with special access to this valuable information.

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signature file

signature file - A four-line sales pitch that you place at the bottom of each email that you send and each newsgroup message that you post.

Signature files are typically four lines in length, and include your software site's URL, your public-facing email address, and a line or two about your applications. Almost all email clients support signature files. To not take advantage of them is to lose an opportunity to sell more software.

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siloing search engine optimization

siloing

siloing - A search engine optimization (SEO) technique whereby you group all of the information on your site by theme.

Each theme would have its own landing page.

Many developers have heard that "content is king." All you have to do, the theory says, is create lots of pages on your software sites. Authors add their help files, create whitepapers and case studies for each of their applications, and add as much content as possible. The theory seems to be that Google and the other search engines are smart enough to sort everything out.

Truth is, when you dump all of your content into a single folder and use persistent navigation throughout your website, there's no foolproof way for the search engines to determine how your data should be organized. The result is dilution of your keywords and key phrases, and less than optimal search engine results.

With siloing, you create themes for the things that are important on your website. For example, your web site might offer six different applications plus consulting services. You need to create seven silos, and make it easy for the search engines to know how your information is organized. Each silo will have its own landing page. And you'll use "nofollow" tags to minimize or eliminate cross-linking between pages that are under the landing pages.

This type of information organization makes the search engines happy. And a fundamental thrust of software marketing is keeping the search engines happy.

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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 - S - pages:
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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
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Press releases put your software on the same level as the multi-million dollar developers.
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Don't personalize the news release that you send to the bloggers, magazines, and newspapers.

It's unprofessional.

The editors know that even the simplest email client can perform email-merges, and they're not impressed by a "Dear Sam:" salutation.

Talk to a press release pro, and send your press release in the format that editors will respect.

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Find out which marketing books you should read, with book reviews designed specifically for independent software vendors (ISVs).

Subscribe to Al Harberg's free monthly Software Marketing Newsletter.

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

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