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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

solution, sound bite, spam, spell checker, spider


Jay Conrad Levinson advice on selling a solution


solution - An approach to marketing your software that involves telling prospects that you have the answer to their problem.

Most software developers' sales messages are a combination of descriptions of features and benefits (with too much emphasis on features). Offering to solve a user's problem is a stronger, more effective approach to software marketing.

Offering solutions is particularly effective when selling multi-user and site licenses of your application. In addition to your sales message (with its emphasis on benefits), you can sell solutions that include making the entire office more productive, and crafting an environment in which the office's power-users support the newbies. This leads to a lowering of the total cost of ownership (TCO).


sound bite elevator pitch

sound bite

sound bite - A synopsis of your sales story that can be told in just a few seconds.

Your sound bite should be something that people will remember - something that catches their attention, and gets them interested in your software.

Your sound bite should make prospects reach for their credit cards.



spam - Tricking search engines into thinking that your web page is more important than it "really" is.

Spamming the search engines is a dangerous game. If you get caught, you'll find that your website may not show up - at all - in searches.

Search engine spam has no relationship with email spam. Email spam means emailing unsolicited commercial messages to people with whom you have no business relationship.


spelling checker or spell checker

spell checker

spell checker - A tool that reduces the quality of the text on websites.

Using a spelling checker gives software developers the feeling that a spell-checked site needn't be proofread or copy-edited carefully.

The best way to ensure that your website is well-written is to read it aloud, slowly. If you would never say the words that you're hearing, then rewrite the sentences until they sound natural.



spider - A search engine robot or crawler.

Spiders are programs that visit your website from time to time, travel to each of your links, and ensure that your text is indexed in their search engines.

Other terms for a friendly spider are crawler, robot, and bot.

Scrapers, by contrast, are programs that visit your website to grab all of it. Scrapers are not the friends of software developers.

Some crawlers are trained to only look at the first 20-or-so links on your page, so it's important to put your key internal links near the top. Other crawlers visit all the links that they can find, and add all of your pages to their index files. Many crawlers have difficulty with framed sites. Many can't read script files. Few can read .PDF or Flash files.

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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
screen shot
search engine
search engine marketing
search engine optimization
search engine results page
selling to families
share of mind
Shareware Industry Conference (SIC)
shareware marketplace
shopping cart
SIC - Shareware Industry Conference and Software Industry Conference
SIC - Standard Industrial Classification
signature file
site license
site map
social bling
Software Industry Conference
Software Marketing Blog
Software Marketing Book Club
sound bite
spell checker
splash page
strategic partnership
strategic planning
Success Leaves Clues
system requirements
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