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

Software marketing ideas about

software marketing,
finding software clients, and selling your applications

from chapter five of the book Ogilvy on Advertising by David Ogilvy, the June, 2009 Educational Software Cooperative Software Marketing Book Club selection.

How microISVs get software clients While the focus of this chapter is how to get clients for your advertising agency, Ogilvy's advice translates nicely into the software industry. Develop a list of software buyers In his own advertising agency, Ogilvy started by making a list of the clients that he wished to get. The list included such giants as General Foods, Lever Brothers, Bristol Myers, Campbell Soup Company, and Shell. His company had more than three billion-with-a-"b" US dollars in billings from these particular companies. And that total is at least 24 years old. Does it make sense for software developers to create a list of target companies? Probably not, if you're selling a $25 Windows utility. Possibly so if you're selling forensic software, and you think it would be nice to include, say, the US Department of Defense or the FBI on your list of clients. Selling educational software If you're selling educational software, it might be a good idea to target specific large school systems and universities. Selling multi-user and site licenses Creating a list of high-end customers will also focus your thinking more on selling multi-user and site licenses. And that's a good thing for most developers. Don't offer the lowest price for your software Don't get clients by selling at the lowest price. Ogilvy says to his prospects, "If you are going to choose your agency on the basis of price, you are looking through the wrong end of the telescope." He tells those companies that he wants to represent that they should be thinking about the increased sales that he can deliver, and not the amount of fees that he charges. Fire your bad customers Ogilvy talks about when to fire clients. He says that he has resigned accounts five times as often as he has been fired by clients. The main reason - the clients were pains in the butt, and he didn't like the way they were bringing down his staff's morale. There's a good lesson there for software developers who have clients who are maintenance nightmares. Software Marketing Glossary move to the previous or next book club sample chapter 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 Copyright © 1997-2011 DP Directory, Inc.

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Glossary Index 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 Table of Contents of the - S - pages: sales message satisfaction scannability scraper screen shot 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 Industry Awards Foundation (SIAF) 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 Software Industry Conference Software Marketing Book Club solution sound bite spam spell checker spider splash page spyware stakeholders stemming strategy strategic partnership strategic planning subdomains subscribers success Success Leaves Clues sugging suite suspect synonyms system requirements Learn effective sales writing techniques with Al Harberg's free monthly newsletter. It's always been far too easy to find bad marketing advice in the software develoopment industry. Now you can get good software marketing advice from a professional. It's monthly, and it's available without at no cost. Subscribe now to the newsletter, or read more than 100 articles in the newsletter's marketing archive.