Software Marketing Book Club
Software Marketing Book Club - The monthly discussion by software developers of sales, marketing, and business books.
Each month, the Educational Software Cooperative (ESC) Software Marketing Book Club discusses a sales, marketing, or business book in detail. If you're a software developer and you're enjoying the Glossary that you're reading, then you're going to love the book club discussions.
The guy who wrote every word of this glossary - Al Harberg of DP Directory, Inc. - is the guy who runs ESC's Software Marketing Book Club.
Software Marketing for Software Vendors
Each month, I select 20 or 30 topics from the book that we're studying, and I post about 150 words a day to introduce each of the books' major concepts, and translate the ideas into the software development industry. The goal of the book club is very similar to the goal of the Glossary that you're reading: To turn general marketing and sales principles into money-making ideas for software developers.
Even if you haven't had time to read the books that we're discussing, you can still benefit from the conversations. That's because I introduce each concept, put it in context, and talk about how we can apply it to increasing software sales.
Software Marketing for PC, mobile, smartphone, iPad apps, SaaS and Cloud Computing programs
You don't have to sell educational software to benefit from ESC membership. ESC's $35(US) per year membership fee gives you complete access to the book club discussions in the ESC's bookclub newsgroup (which you can access either with an ordinary NNTP reader or by using your favorite web browser to read ESC's online forum). You can also read all of the book club discussions from prior months. Experienced marketers, as well as independent software vendors who are new to marketing, contribute to the conversations, and learn from them.
It's never been easier to start a software company. And it's never been harder to market your software successfully. ESC's Software Marketing Book club can give you the marketing edge that you need to succeed.
Please join ESC, and join us in the software marketing book club discussions.
The book club began in February of 2009, and these are the books that we've studied in the first 28 months. Click the links below to read the in-depth postings that appeared in the Book Club newsgroup for a chapter or two of that book. Or click the first link below - the link for "The End of Marketing As We Know It" - and use the "previous" and "next" links at the bottom of the pages that follow to read all of the Book Club sample postings.
The End of Marketing As We Know It by Sergio Zyman
Learn more about brand awareness, purchase intent, share of future purchases, dimensionalizing your software, and other marketing issues in this sample chapter from ESC's Book Club discussion.
Why We Buy - The Science of Shopping by Paco Underhill
Learn more about web page layout, software merchandising, and software marketing in the sample book club chapter.
Your Marketing Sucks by Mark Stevens
Learn more about measurement of software sales, measuring success before you spend too much on software marketing, and the importance of good software marketing execution.
Kotler On Marketing - How to Create, Win, and Dominate Markets by Philip Kotler
Learn more about software marketing intelligence questions to ask, market intelligence and software sales, and information about your competitors in this sample write-up from the ESC's Software Marketing Book Club postings.
Ogilvy on Advertising by David Ogilvy
Learn more about software marketing, how microISVs get software clients, and selling multi-user and site licenses.
The Invisible Touch - The Four Keys to Modern Marketing by Harry Beckwith
Learn more about market research, software marketing, anecdotes, focus groups, and software innovation in this sample posting from ESC's Book Club.
Words Fail Me - What Everyone Who Writes Should Know About Writing by Patricia T. O'Conner
Learn more about how to write better software marketing messages, how to understand your target market, and the importance of organizing your thoughts.
Then We Set His Hair on Fire - Insights and Accidents from a Hall-of-Fame Career in Advertising by Phil Dusenberry
Learn more about software marketing, the parity economy, worn-out marketing words, and software product differentiation.
How to Become a Marketing Superstar - Unexpected Rules that Ring the Cash Register by Jeffrey J. Fox
Learn more about listening to your customers, software marketing, and lifetime customer value.
The Age Curve - How to Profit from the Coming Demographic Storm by Kenneth W. Gronbach
Learn more about software marketing and demographics, and demography and generation numbers in this interesting posting from ESC's Software Marketing Book Club.
How to Close Every Sale - Field-tested, can't-lose techniques to win lifetime customers - and make every sale stick! by Joe Girard
Learn more about overcoming sales resistance to software marketing, software buyers who don't like salespeople, and how to respect your prospects' time.
Brand Warfare - 10 Rules for Building the Killer Brand by David F. D'Alessandro
Learn more about how software marketing can turn an application into a brand, making brand-building easier, and providing an identity for software marketers in this sample posting from the Book Club.
Purple Cow - Transform Your Business by Being Remarkable by Seth Godin
Learn more about software marketing and the need for remarkable software, purple cows and software, and me-too look-alike software.
How to Win Customers and Keep Them for Life by Michael LeBoeuf
Learn more about software marketing starting with listening to customers, customers' resentment of indifference, the importance of software customer service, and turning customers into salespeople.
Negotiate This! by Caring, But Not That Much by Herb Cohen
Learn more about negotiation and software marketing, learn what your negotiating opponent is thinking, and moving your opponent from "no" to "yes" in this sample Book Club posting.
Guerrilla Marketing Excellence - The 50 Golden Rules for Small-Business Success by Jay Conrad Levinson
Learn more about how software marketing begins with defining your software market accurately, and asking customers for referrals.
EVEolution by Faith Popcorn
Learn more about how the differences between women and men affect software marketing, gender-based stereotypes, and Faith Popcorn's marketing axioms in this Book Club sample posting.
The New Positioning - The Latest on the World's #1 Business Strategy by Jack Trout
Learn more about software marketing in the overcommunicated society, software marketers' fondness for complexity and complication, moving your software sales message into long-term memory, and using press releases to present sales messages as news.
Don't Make Me Think - A Common Sense Approach to Web Usability by Steve Krug
Learn more about software marketing, web page breadcrumbs, web usability, and street signs as navigation aids.
What Were They Thinking? by Robert M. McMath and Thom Forbes
Learn more about software marketing and product failure, creating software marketing materials, and the importance of advertising in this sample write-up from ESC's bookclub.
How to Write like an Expert about Anything - Bring Factual Accuracy and the Voice of Authority to Your Writing by Hank Nuwer
Learn more about how software marketing requires writing articles, whitepapers, and case studies.
The HP Way - How Bill Hewlett and I Built Our Company by David Packard
Learn more about software marketing and choosing a company name, hands-on microISVs, going back to night school, and offering multiple software products in this ESC Book Club sample chapter write-up.
Ten Deadly Marketing Sins - Signs and Solutions by Philip Kotler
Learn more about why software marketing requires customer-driven companies, market-driven software developers, the importance of targeting to software marketing, and the need to estimates profits from market segments.
The Big Red Fez - How to make any web site better by Seth Godin
Learn more about why software marketing requires web designers to understand prospects, keeping prospects on our web pages, and making it easy for prospects to find a web page's prize in this sample chapter from ESC's Book Club.
Guts - The seven laws of business that made Chrysler the world's hottest car company by Robert A. Lutz
Learn more about what Chrysler versus Honda means to software marketing, relationships with stakeholders, and selling software in this sample bookclub chapter.
Never Wrestle with a Pig - and ninety other ideas to build your business and career by Mark H. McCormack
Learn more about software marketing, defining our humanity, taking control of priorities, and developing crossover skills.
The Creative Habit - Learn it and use it for life by Twyla Tharp
Learn more about software marketing, Twyla Tharp, and creativity for software developers.
Russell Rules - 11 Lessons on Leadership from the Twentieth Century's Greatest Winner by Bill Russell
Learn more about Bill Russell, winning, success, and software marketing in this sample chapter from the Educational Software Cooperative's Software Marketing Book Club.
That's Outside My Boat - Letting Go of What You Can't Control by Charlie Jones and Kim Doren
Learn more about Creativity, success, and software marketing in this chapter from the June, 2011 Educational Software Cooperative's Software Marketing Book Club.
Content Rules - How to create killer blogs, podcasts, videos, ebooks, webinars (and more) that engage customers and ignite your business by Ann Handley and C.C. Chapman
Learn all about search engine marketing, content and trust, content and credibility, and software marketing in this chapter from the July, 2011 Educational Software Cooperative's Software Marketing Book Club.
Children's Writer's Word Book - Everything you need to ensure your writing speaks to your young audience by Alijandra Mogilner
Learn more about children's vocabulary, software applications, spelling software, and software marketing in this overview of the August, 2011 Educational Software Cooperative's Software Marketing Book Club.
Differentiate or Die - Survival in Our Era of Killer Competition by Jack Trout
Learn more about unique selling propositions, software marketing, differentiation, and commodities in this sample chapter of this marketing powerhouse book, part of the Educational Software Cooperative's Software Marketing Book Club.
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