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

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software marketing success requires remarkable software

from the introduction and the "Not Enough Ps" section of the book Purple Cow - Transform Your Business by Being Remarkable by Seth Godin, the February, 2010 Educational Software Cooperative Software Marketing Book Club selection.


Purple cows are remarkable.
Software should be remarkable, too

software marketing success needs remarkable software Godin tells us that cows are boring. Purple cows, on the other hoof, are remarkable.

This book is all about making your software development business remarkable. Okay, it's not a book about cows or about software development. But it includes a lot of ideas that can be applied effectively to marketing software.

Software marketing requires remarkable software

For Godin, it's simple - Be remarkable, or fail.

Remarkable marketing means building things worth noticing directly into your products. Your business won't be remarkable if you create a me-too product, and attempt to sell it with an unusual marketing or sales campaign.

Me-too look-alike software and software marketing

I think Godin would be upset by the number of look-alike products that independent software developers are bringing to market. If he knew the software market, he would be screaming, "The world does not need another me-too Windows utility."

software marketing and product, price, promotion You have to put a purple cow into every program you develop. This requires innovation. Your advertising and public relations work will never compensate for a ho-hum program.

Instead, create remarkable software products, and get them immediately into the hands of early adopters, and people who will use buzz to spread the word. Short development cycles, along with major changes, are the way to sell more software applications.

Software developers need to find their purple cow

While this is not a book about the computer industry, Godin has a case-study about Logitech. In his mind, Logitech became the fastest-growing technology company in the US by recognizing that they're in the fashion business. They may not make high-tech mice, but they make unusual ones that people want to buy. They've found their Purple Cow.

Godin begins the book by reminding us that "Tastes like chicken" isn't a compliment.

Product, Pricing, Promotion, Positioning, and more

In the "Not Enough Ps" section of "Purple Cow," Godin defines his mission: "This book is about the why, the what, and the how of remarkable."

Godin wants us to add Purple Cow to the traditional list of the essential marketing Ps, which he lists as product, pricing, promotion, positioning, publicity, packaging, pass-along, and permission.

Brown cows are boring, Godin insists. Remarkable things, like a Purple Cow, are worth talking about.

Remarkable Marketing Needs to be Part of the Software

Remarkable marketing involves weaving directly into your product or service the things that people will notice. It rejects the old idea of creating something boring, and then trying to use marketing to make it exciting. You can no longer rely on your marketing department to take a nearly complete software application, for example, and spend a lot of money to talk about its unique benefits to your target audience.

We need to stop advertising and start innovating.

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Glossary Index
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A - B - C - D - E - F - G
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sales funnel
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search engine
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