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

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software marketplace failure,
software marketing materials, and software advertising

from the introduction and from the A-section of the book What Were They Thinking? by Robert M. McMath and Thom Forbes, the September, 2010 Educational Software Cooperative Software Marketing Book Club selection.


Software marketing and product failure

software marketplace failure and software advertising Products and services fail for a number of reasons.

  • Bad names
  • Bad advertising
  • Bad pricing
  • Bad product

When software marketing succeeds

New products succeed, the authors tell us, when "just about everything that needs to go right does go right." And that doesn't happen very often.

We need to be thoughtful about our concepts, our assumptions, and our execution. By doing this, we have a chance at success.

And by knowing why other enterprises have failed, we increase our own chances to succeed.

Software marketplace failure

Depending on the study that you read, between 80 and 94 percent of newly-launched products fail.

To keep from failing, we need to study the past, and sort out the important principles from the fads and trends and fashions and tastes. We have to learn marketing principles, and avoid failure.

"Those who ignore the marketing mistakes of the past will not only repeat them, they will lose a lot of money in the process."

Creating software marketing materials

McMath and Forbes believe that you can't create all of your own marketing materials by yourself. They liken the simplicity of executing a good advertising campaign with the ease of chipping away excess marble until you have a beautiful sculpture.

Advertising is as important as software design

The authors believe that doing your advertising properly is as important as creating a high-quality product. Lots of advertising and good positioning will attract a lot of trial users. But unless you have a solid product, you won't achieve acceptable sales levels.

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sales funnel
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