border border border

border border border
border Press Release
border border border
  -   Computer Editors
  -   Business Editors
  -   Education Editors
  -   Multimedia Editors
  -   Game Editors
  -   Programming Editors
  -   Other Editors
border border border
border Press Release
border border border
  -   Prices & Time Frames
  -   Sample Press Releases
border border border
Software Marketing
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
border border border
  -   Order
  -   Contact Us
  -   About DP Directory, Inc.
  -   Send Us an Email

press release services

border border border
Now you can have affordable marketing advice for your software website.
border border border

Even the best software application needs a professionally crafted sales message.

Get help from a marketing professional.

border border border
Press releases generate software sales. Period.
border border border

You need to send your New Product Announcement to key press people, bloggers, and software reviewers.

You're wasting time and money if you're submitting news releases to generic names (such as "High-Tech Editor" versus real names such as "John Jones") or to generic addresses

(such as news@ instead of jjones@).

Use a professional press release submission service that will deliver your news releases to the editors' personal mailboxes.

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

Software Marketing Glossary
by Al Harberg, the press release guy from DP Directory

border Software marketing ideas about border

software marketing and software branding -
build your application's brand

from chapters 1 and 2 of the book Brand Warfare - 10 Rules for Building the Killer Brand by David F. D'Alessandro, the January, 2010 Educational Software Cooperative Software Marketing Book Club selection.


Software marketing can turn an application into brand

software marketing and software branding In the old days, the price of launching a brand was so huge that only the giant corporations could afford this luxury. The theory was that it was worthwhile to spend a fortune to ensure that your brand was foremost in people's minds.

Branding is now easier for software applications

  • Baby boomers are much more skeptical than their parents. They simply don't "buy" the notion that branded products are better. Big corporations were not trusted as much as they had been in the past.
  • Branding doesn't cost a fortune today. The Internet lets smaller companies create brands and compete with giants.
  • Consumers have nearly unlimited access to information. We can do a better job of comparing products, so we rely less upon brand names.

Brands are the shorthand that consumers use to interpret the world. Here's how brands help consumers -

Brands save time for software buyers

software marketing, software branding Brands save time. There's no need to learn all of the choices available in any particular category if you find an offering with a brand name that you trust.

This fact makes it more difficult to offer, say, consumer software because there are large companies with trusted brands.

It makes it even more difficult to offer business software. As the old saying goes, "Nobody was ever fired for selecting IBM."

The author mentions that Children's Tylenol outsells all other brands of acetaminophen combined. In this example, brand beats price.

Software brands project the "right image"

If the food that you serve isn't well-received, you can always say, "I selected the best brand" and you will be vindicated. Or, so the argument goes.

Brands provide an identity for software marketers

This seems to be true when it comes to choosing a brand of beer, automobile, or cigarette. And to a lesser extent, it applies to computer hardware and home consumer products, too.

border Software Marketing Glossary
move to the previous or next book club sample chapter
previous software marketing glossary page next software marketing glossary page
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
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
border border border
Subscribe to this free marketing newsletter only if you want to sell more software.
border border border

Each issue of Al Harberg's free monthly Software Marketing Newsletter contains about five printed pages of hard-hitting info that is designed with only one purpose in mind:

I want to increase software developers' sales.

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

border border border