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The marketing information in this glossary will increase your software sales. You should try my website review service!
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I'll concentrate my efforts on your home page, product pages, and order pages.

I'll look at your HTML from an SEO perspective.

I'm not going to send you any boilerplate marketing theories.

You'll get my best judgment on specific web site changes that will increase your company's software sales.

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Press releases get your smartPhone or desktop software noticed.
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Your competitors are using news releases to promote their Android, iDevice, and computer software.

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Contact DP Directory, and start getting your share of free publicity from bloggers, newspapers, and magazines.

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

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software marketing by listening to software customers,
and total lifetime value

from chapters 3 and 9 of the book How to Become a Marketing Superstar - Unexpected Rules that Ring the Cash Register by Jeffrey J. Fox, the October, 2009 Educational Software Cooperative Software Marketing Book Club selection.


Listen to your customers

total lifetime value and software marketing

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

love your program and software marketing 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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Glossary Index
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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
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Table of Contents
of the - S - pages:
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sales funnel
sales message
screen shot
search engine
search engine marketing
search engine optimization
search engine results page
selling to families
share of mind
Shareware Industry Conference (SIC)
shareware marketplace
shopping cart
SIC - Shareware Industry Conference and Software Industry Conference
SIC - Standard Industrial Classification
signature file
site license
site map
social bling
Software Industry Conference
Software Marketing Blog
Software Marketing Book Club
sound bite
spell checker
splash page
strategic partnership
strategic planning
Success Leaves Clues
system requirements
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