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

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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

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

overcommunicated society and software marketing 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.

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