Listen to your customers
Find a way to listen to your customers. Get their input. Turn your web site into a give-and-take.
So many developers say that they don't accept phone calls because they're an interruption. From a marketing perspective, they're the best interruption that you can ever hope for. Find a way to get people to contact you by email for tech questions, and by phone for "should I buy your program?" -type questions.
Lifestime customer value
Learn the total dollar value of a customer. That means current sales, plus sales of updates, plus sales of upgrades to the better version of your program, plus upgrades from single-user licenses to family and multi-user and site licenses. That means sales of future products, and sales of software that you offer on an affiliate basis through your newsletter. And, possibly most importantly, it means referrals and testimonials.
Love your software brand
It's not enough, Fox tells us, to manage your brand. Being a minder or a maintainer or a manager leads to mediocrity.
Unless you understand the value that your product delivers, you'll always be uncomfortable about the price. You'll think that you're charging customers too much.
Marketing software that has problems
Developers often have difficulty dealing with their applications' problems.
You know your software's flaws, and you assume that these flaws are obvious to prospects and customers, too.
I don't mean program bugs. If you have bugs, you need to fix them before they hurt your brand.
I'm talking about having a less impressive feature-set than your competitors, or a less impressive GUI. If you're concerned about these things, then plan on correcting them soon, in a new release of your program.
But don't let these flaws get you down.Your application undoubtedly has other outstanding features.
Marketing a program that you developed quickly
I see this problem a lot:
A microISV is feeling guilty because it only took a few weeks to develop one of their applications.
And you feel that the user isn't getting something that you agonized over for two years.
Frankly, the user doesn't care how long it took you to code your last project. Users are tuned in to WII-FM - What's In It For Me?
You have to love your brand, Fox reminds us, to feel comfortable writing about it on your website in the superlative terms that you need to use.
Good software marketing demands that you love your brand.
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