success - Achieving what you want in business and in life.
One advantage of running your own software business is your ability to define "success" and to not have other people's definitions imposed on you.
"Success is really just the management of failure," says Kamran Elahian, the Cofounder of Cirrus Logic.
Success Leaves Clues
"Success Leaves Clues - Practical Tools for Effective Sales and Marketing" - A book by John L. Stanton and Richard J. George.
The authors tell us that we can improve our companies' performance by learning what the best marketers do. We can learn what works by studying success, and mimic that success.
Many developers don't have a marketing plan. This book provides an easy way to get started with your software marketing.
You can read my longer book review of "Success Leaves Clues".
sugging - Short for "selling under the guise of research".
Sugging is a telephone marketing technique where the caller tells you that they're conducting a survey and not selling anything. And then they proceed to try to sell you something.
See also frugging, which is fund-raising under the guise of research.
suite - A collection of programs, sold as a single unit.
Typically, the programs are related, and from one software developer. Groups of programs that aren't tightly related are called bundles.
suspect - A sales person's play on the word "prospect".
A suspect is a person who is not in the bullseye of your target market, but who might become a customer under the right circumstances. They may want your software, but they may not be able or willing to pay for it.
synonyms - Words that have the same meaning.
When doing search engine optimization (SEO) work on your web pages, you need to start by creating a list of the keywords and key phrases that will most likely attract visitors to your site. These are the words that people in your target audience will type into the search engines when they're looking for software like the applications that you sell.
After you develop your keyword list, expand it by including all of the synonyms that people in your target audience use. If you're selling niche software, then be sure to include the words and phrases that are used in your industry.
Include different spellings of words that are important to you. If "database" is a key phrase, then include "data base", too. Say "website" and "web site".
Finally, discover what Google thinks are your synonyms, and include these words and phrases in your list of keywords. For example, if you type ~spreadsheet into Google's search box and click "search", you'll find that Google believes that "spreadsheet", "Excel", "calculator", and "XLS" are synonyms.
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