do′s and don′ts for software marketing

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1、Do’sandDon’tsforSoftwareMarketingBySharonHousleyChuRenCheng-TranslatingNotePage,Inc.–http://www.notepage.netFeedForAll–http://www.feedforall.comRecordForAll–http://www.recordforall.comTopMistakes1.TechTalk&SellingFeaturesNotBenefits2.UnderValuingSoftware3.Pushingthe DownloadNOTt

2、heSale4.NotMeasuringCampaignResultsTechTalkDonottalkaboutyoursoftwareintechnicalterms.Example1–TechTalk:Onceauserinitiatesasearchorclicksononeofthegeneratedlinks,theenginetracksthefullinteraction,includingeverysubsequentsearchrequestandeveryclickonangeneratedlink.Huh???Example2–N

3、on-TechTalk–SimpleTerms:Understandhowwebsitevisitorsarenavigatingyourwebsite!Thesoftwarewilltrackallactionsonyourwebsite.Trackwhatyourpotentialcustomersaresearchingforandclickingon!Thiswillhelpyoudeterminewhatsalescopyiseffectiveandwhatisofinteresttoyourwebsitevisitors.Makemoremo

4、neybyunderstandingyourcustomer’swebsurfinghabits.FeaturesNotBenefitsTechTalkFeaturesNotBenefitsExample1Feature:UnitConversionToolExample2Benefit:Savetime,convertingfeettometersormilestokilometers.Withasingleclickconvertunitstothepropermeasurementformat.Example3Feature:Auto-Discov

5、eryWizardExample4Benefit:Savetimeandmoneybyinstantlyimportingexistingaccountsusingawizardwalkthrough.UndervalueingSoftware1.PerceivedValue/PricingIssues2.SameProductDifferentPricePointsDeveloper#1$5.00PerceptionisDeveloper#1isInferiorDuetoPriceDiscrepancythisisPerceivedValueDeve

6、loper#2$300.00Developer#3$295.00ExamplePercievedValueUndervalueingSoftwareResellersandAffiliatesDeveloper#1$5.00Developer#1offersAffiliates50%($2.50persale)Developer#2offersAffiliates20%($60.00persale)Whowilltheychoose?Developer#2$300.00Developer#3$295.00DownloadsNotSalesTec

7、hTalkDownloadNotSalesPushSalesNOTDowloads20%ofCustomersPurchaseWithoutDownloading!MakeBuyButtonsObviousUseActionWordsAdCampaignTargetTrackMeasureROIAdCampaignUseTrackingSystemEvaluateMeasure,Track,MeasureMeaureTrackMeasureTechTalkMeasure,Track,Measure#1RULEIfyouarenotgoingtotrack

8、theresultsofspendingdonotbotherspending!