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

Software marketing ideas about

software marketing in the overcommunicated society,
emotional sales, and press releases

from chapters 1 and 2 of the book The New Positioning - The Latest on the World's #1 Business Strategy by Jack Trout, the July, 2010 Educational Software Cooperative Software Marketing Book Club selection.

Software marketing in the overcommunicated society America is the first "overcommunicated" society. We're flooded with information and advertising. Jack Welch, the former Chairman and CEO of General Electric, believes that many people have been taught to fear simplicity. They welcome complexity. Truth is, nobody can cope with today's flood of information. Software marketers like complexity and complication Trout believes that marketing people like to create complicated reasons for buying the products and services that they offer. He believes that the average consumer simply can't cope with the complexity of these arguments. He believes that our perceptions and memory are very selective, and that we can't process complex arguments. Overcoming software buyers' volume control The first barrier that marketers have to overcome is what Trout calls consumers' "volume control." The marketing message has to get into the prospects' short-term memory. Moving software sales messasges into long-term memory The bigger hurdle is getting the information from short-term memory into long-term memory. People limit their exposure to certain types of information so that they won't be overwhelmed by data that simply doesn't interest them. They use selective attention to allow some information in. And they use selective retention to make sure they remember the important things. It's tough for marketers to get through these limitations. Software marketing, emotion, and advertising Trout discusses the use of emotion in advertising. He warns, for example, that you get people to like and to remember your TV commercial if you use a lot of emotion. But liking and remembering your ad won't necessarily get them to buy your product. Use analogies to sell more software Analogies are an effective way to sell your products. Using analogies, you're associating your product with ideas that the prospect already has. This makes your ideas easy to absorb and to understand. Press releases present sales messages as news Another way to get through prospects' barriers, Trout tells us, is to present your sales message as important news. Press release marketing is built on this principle. 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 Take the marketing mystery out of brand extensions with Al's free newsletter. Need some assistance locating the best marketing books for your software company? Al Harberg's free Software Marketing Newsletter has in-depth reviews of the best marketing books available. The newsletter is free. Subscribe now to the newsletter, or read more than 100 articles in the newsletter's marketing archive.