1. Software MarketingAccording to Dave Collins1 Software Marketing Ali Fatolahi TA for SEG4913 Fall 2007

2. Software MarketingAccording to Dave Collins2 Software Marketing on Web Articles by Dave Collins –http://www.davetalks.com/http://www.davetalks.com/ Just a perfect software is not enough Unfortunately in order to earn money –You have to lose it first

3. Software MarketingAccording to Dave Collins3 Lower literacy website visitors 48% of US adults are classed as –Low literacy readers! Nearly 50% of readers –Read at the 8 th grade But most websites are written –At the 12 th grade!! If your potential customers are not specific –Keep those 48% in mind

4. Software MarketingAccording to Dave Collins4 Lower literacy website guidelines place the important, valuable information at the top Avoid unnecessary distractions Avoid long sentences and parenthetical text Simplify navigation Make sure that the page structure is consistent throughout the site

5. Software MarketingAccording to Dave Collins5 Product Positioning You need to differentiate your business from the crowd Positioning is –the art of matching your marketing message, with the desires, feelings, & beliefs of the particular type of customer that you know you can service better than anybody else. People don’t buy on price but on value –Demonstrate your value

6. Software MarketingAccording to Dave Collins6 Product Positioning Tips Unique Selling Proposition –Not that unique really! Risk Reversal –Do not give outrageously bold guarantees Inordinate Value –Let the complementary products come along –Offer irresistible bundles Clear, complete and concise education

7. Software MarketingAccording to Dave Collins7 Your Downloaders How to make your software attractive? –(Did I say, if you have a demo?) Make sure it’s easy –Simple installation –Let the User select desktop icons, folders, … –Quick guide, quick tutorial, sample data, …

8. Software MarketingAccording to Dave Collins8 Your Downloaders More hints –Make everything accessible But remove everything after uninstalling! –Give them a usable help file How do you know they can read PDF? Make it clear –Don’t refer them to www –Do not give too much background on a topic –Ah! And the keyboard shortcuts I love Ctrl+Z!

9. Software MarketingAccording to Dave Collins9 Your Downloaders Good Software, Good Look –Software should look excellent –Don’t forget those with difficulties –Give them the ability to customize, personalize, …ize, …ize, …ize, zzzzz Ok! Do not exit without saving –But do not save automatically for God sake! Trial version MUST be perfect