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press release services

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You'd sell more software if your website were more inviting.
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You're too close to your software website. You would benefit by having some outside professional help.

You need to hire somebody who can look at it for the first time, and provide you with in-depth, objective, professional advice about making your sales message more powerful.

Hire the guy who wrote this glossary to make over your website.

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Use press releases to sell your software in the North American market.
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Since 1984, Al Harberg and DP Directory have been providing software developers with news release writing and submission services.

In August of 1997 we introduced our press release emailing service.

We've helped thousands and thousands of developers boost their software sales by getting them write-ups in magazines, newspapers, and blogs.

We know the tech and smartphone marketplace.

We know how to get publicity for your software application.

Here's how you should choose the right company to email your news releases to the media.

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Al Harberg
DP Directory, Inc.
525 Goodale Hill Rd
Glastonbury, CT 06033 USA
(860) 659-1065
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Software Marketing Glossary
by Al Harberg, the press release guy from DP Directory

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software marketing, website visitors are not intelligent or organized,
and make it easy for prospects to find the prize on each page

from introduction and the first two chapters of the book The Big Red Fez - How to make any web site better by Seth Godin, the January, 2011 Educational Software Cooperative Software Marketing Book Club selection.


Software marketing requires web designers to understand prospects

software marketing means let customers find the web page prize Most websites fail, Godin tells us, because their designers assume - incorrectly - that website visitors are intelligent and organized. Designers assume that web site visitors will read everything on each web page, and make informed decisions about how to move around the site.

Truth is, the people who visit websites like yours and mine are in a hurry, and they want to find what they're looking for quickly. Give them good choices immediately, or they'll choose their web browsers' back buttons.

The book's odd title, and the metaphor that Godin carries throughout the book, is that of a monkey wearing a fez, and searching for a banana. Monkeys and website visitors are interested only in finding the banana. Make it easy for them to find the prize, or they'll lose interest and look on somebody else's website.

Most of us design sites for people who are intelligent and patient. Not a good idea, Godin tells us.

Software marketing requires that we
keep prospects on our web pages

Your website is like a pachinko machine. Picture an upright pinball machine, loaded with dozens of falling stainless steel balls. You use flippers to try to influence the direction of the balls, and to keep them in play as long as possible.

Godin likens the stainless steel balls of the pachinko machine to our web site visitors. Our goal is to keep them on our site as long as possible, and to nudge them in the direction we want them to go.

Provide website visitors with exciting choices

The author looks at the pachinko machine - and the website - as a direct marketing vehicle. The marketer's job is to present website visitors with a series of enticing pages that will get them to make the decision that we want them to make. In the software industry, that might mean buying a software application, downloading the trial version, signing up for the newsletter, or visiting your blog.

Software marketing means converting shoppers into buyers

Godin points out that the closer the website visitors get to the bottom of the pachinko machine, the more valuable they are. They've already been on your website for some time, so they're obviously interested in what you're offering. So, Godin tells us, it's the deep pages in our websites that are the most important. We need to make sure that they convert shoppers into buyers.

How prospects navigate a web page

let customers find the web page banana prize People look at a web page for three seconds, and decide what to do. Most click their "back" buttons. Some click some other link. Some read your page.

Make it obvious to your website visitors what you want them to do. has trained millions of Internet users that navigation links are found on the left of the page, and "buy" links are found on the right. Take advantage of this convention. Use it, too.

Give website visitors simple goals

The monkey is only interested in finding the banana. Make it easy. And obvious.

Don't create a web page that tries to accomplish a bunch of things. Choose one, and concentrate on it.

What about the website visitors who are interested in something else that you offer? Well, you lose them. According to Godin, that's okay. Because if you try to concentrate on everything, then you'll lose nearly everybody.

How Godin's model relates to software marketing

In today's terms, perhaps the answer for those of us in the software industry is to rely upon Google for sending people to the right page, and make that page a sales vehicle for one particular product.

This is a very different approach than that which most software developers take. Most developers use their website's home page as the main landing page. They describe, say, four applications, and expect their website visitors to have the focus and patience and smarts to figure out which of the four apps they should purchase.

Godin urges us to take a different approach. Put one banana on each page.

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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
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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)
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Software Industry Conference
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strategic partnership
strategic planning
Success Leaves Clues
system requirements
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