Brand awareness and purchase intent
Brand awareness is nice. Purchase intent is nice. But share of future purchases is the most important measurement of the interest that prospects have in your software.
Share of future purchases
Zyman says that it's no longer true that if you grab people's hearts, their wallets will follow.
Zyman says, "If your goal is to sell more stuff, you need to give people reasons to buy. Simply knowing about your product isn't enough."
Al says, "A software web site that describes features, and doesn't mention benefits, isn't going to sell a lot of applications."
Dimensionalizing your software
Zyman introduces the concept of "dimensionalizing". He defines it as giving prospects additional reasons to buy, beyond the original selling proposition. Creative marketers will have to come up with new dimensions that their prospects will find appealing.
Zyman recommends looking at consumption patterns and looking at brand dimensions among these groups of buyers. He says that there are radical differences among the light, medium, and heavy users regarding the key aspects of your product.
Targeting software markets for multi-user licenses
Translating that into the world of software marketing, consider the factors that matter to the people who buy multi-user and site licenses, versus the folks who buy single-user licenses:
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Multi-user license purchasers simply won't put up with hardware locking. It's a deal-breaker. They're not going to spend hours installing software on multiple machines. And they're not going to purchase software that won't work two or three years from now when their company buys new computers, and finds that the software company has gone out of business.
- Multi-user license purchasers want rock-solid applications. They can't spend a lot of time doing tech support for multiple users.
There's an in-depth article about selling multi-user and site licenses in my newsletter archive.
Create reaons for prospects to buy your apps
Zyman tells us that we need to continually develop new reasons our customers should buy from us if we expect to get ongoing sales.
This certainly applies to software sales. The world changes. The marketplace changes. People's tastes change. Competitors change. We have to change, too, and continually come up with new reasons for buying our products and services.
Ask for the software sale
Every sales book I have ever read tells me that I have to ask for the sale. This book is no different. In this chapter, Zyman says that we have to ask them to buy.
In the world of software, that means putting "buy now" buttons on every product page, and including text links that ask people to complete the sale. Now!
Continue to Market your Software
No matter how successful you become, you have to keep marketing. There will always be new competitors who will be coveting your market share.
Continually ask yourself how you would run your business if you were just launching it for the first time.
Software Marketing Glossary
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