Software Marketing

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Friday, February 25, 2005

Google Online Book Plan Sparks French War of Words

By Timothy Heritage

PARIS (Reuters) - France's national library has raised a "war cry" over plans by Google to put books from some of the world's great libraries on the Internet and wants to ensure the project does not lead a domination of American ideas.

Jean-Noel Jeanneney, who heads France's national library and is a noted historian, says Google's choice of works is likely to favor Anglo-Saxon ideas and the English language.

He wants the European Union (news - web sites) to balance this with its own program and its own Internet search engines.

"It is not a question of despising Anglo-Saxon views ... It is just that in the simple act of making a choice, you impose a certain view of things," Jeanneney told Reuters in a telephone interview Friday.

"I favor a multi-polar view of the world in the 21st century," he said. "I don't want the French Revolution retold just by books chosen by the United States. The picture presented may not be less good or less bad, but it will not be ours."

Jeanneney says he is not anti-American, and that he wants better relations between Europe and the United States. But like French President Jacques Chirac, he says he wants a multi-polar world in which U.S. views are not the only ones that are heard.

His views are making waves among intellectuals in France, where many people are wary of the impact of American ways and ideas on the French language and culture.

But he says he has heard nothing from politicians in Paris or Brussels, days before U.S. President Bush (news - web sites) visits the European Union's headquarters and NATO (news - web sites). "On the eve of George Bush (news - web sites)'s arrival in Europe, the president of the National Library of France is sounding a war cry ... he is seeking a French and European crusade," Le Figaro newspaper said Friday.

California-based Google Inc. said last December it would scan millions of books and periodicals into its popular search engine over the next few years.

Its partners in the project are Harvard University, Stanford University, Oxford University, the University of Michigan and the New York Public Library.

Google says the project will promote knowledge by making it more easily and more widely accessible. It aims to make money by attracting people to its Web site and to its advertisements.

The impact this might have on attendance at world libraries is not yet clear. But Jeanneney expressed his concerns in an article published by Le Monde newspaper late last month.

"Here we find a risk of crushing domination by America in defining the idea that future generations have of the world," he wrote, urging the EU to act fast.

He pushed his campaign forward this week by announcing the national library would make editions of 22 French periodicals and newspapers dating back to the 19th century available on the Internet

Wednesday, February 23, 2005

Marketing Software When You Are a Small Company

This is a reprint of a great article about marketing software.
You may find an oryginal source here

Let's start with a definition. Marketing is the creation of demand for a product or service. Sales is the execution of strategies that fulfill demand. For example, you send out a bulk email about your product to a targeted list. That's marketing -- you are creating demand. When fifty replies come back that need to be individually answered, that's sales. When you follow up on those fifty replies three weeks later to see if you can answer additional questions then you have a good sales program. Read the next section for more on this.

Its All About Follow Up and Persistence
It took me a long time to understand something so fundamental about marketing and sales: It's all about follow up and persistence. The first thing that you have to understand is simple:

People are very, very busy today.

Your product is your first priority. It isn't their first priority. It isn't their second priority. It might not be their tenth priority. Sure, there are the cases where you are really filling a very urgent need but that's rare. How do you succeed when you're not their priority? It's very simple: Persistence. Think about the magazine subscription business. Have you ever noticed that they're (at least in the U.S.) hugely persistent when you don't renew? That's just what I am talking about. My standard basic marketing campaign is something like this:

  • Hit them with some marketing materials once. For example, a basic product brochure might be sent out.
  • Hit them with more marketing materials; again after a short wait, 2 to 3 weeks. Here you might send an application profile.
  • Hit them with yet more marketing materials for a third time; again after a wait, 2 to 3 weeks once more. Finally you might send a case study, ideally, one related to their business.
    Depending on the price of the product there might also be sales calls by phone, email or in person between every step.

    In marketing, persistence is everything. It is also everything in sales. While the potential customer has to be able to opt out at any step, you should always see if there is some additional way to connect with them, some way to reach them. A lot of times people throw your email out until the day that the subject line just appeals. For example, if you sell an engineering tool that helps with documentation, that might not matter to the potential customer until the end of the project when they're documenting it.

    Pricing
    Don't be afraid to price too high. This is a hard lesson to learn. One thing to bear in mind is that while you can always cut your price (i.e. a "Sale" or an "End of Quarter Special" or just cut your prices), you can't get them up without re-positioning the product. An example of re-positioning might be changing the product's name or releasing an enhanced version, the "Pro" or "Enterprise" version.

    Licensing
    A less that I didn't learn until I had been in the software business for almost 10 years was how powerful your license statement can be. Here are some of the things that you can do with a license statement:

  • Sell the same product for different prices to different types of customers i.e. a "personal license" versus a "corporate license"
  • Limit the capacity of the product
  • Collect usage metrics as to how customers use your product

    Getting Attention
    The biggest challenge when you are a little company is getting attention and visibility. This seems so difficult, so daunting but it is actually very simple. Speak up. Be active. Join the community you're selling to. Specific things you can do include:

  • Be active on newsgroups in the area of your product
  • Be active on mailing lists in the area of your product
  • Write a weblog about the area where your product functions
  • Write articles even if you don't get paid for them. There are lots of places where articles are needed these days thanks to the proliferation of websites. Often all you have to do is ask since sides are hungry for content.

    For example, if you sold a Java programming tool then here are the things that I would recommend:

  • Post frequently to the Java mailing lists and newsgroups answering questions, making sure that you have signature on your posting that includes your product name, web site url and product tag line i.e. "Code Java Faster"
  • Be one of the authors of a Java FAQ or FAQ items, making sure that your name is attached to the entries
  • Write a weblog on Java coding practices
  • Get press releases out to Java programming magazines and websites
  • Try and get review copies of your software to all Java "authorities" i.e. people who write Java books, people at Sun, Java programming magazines, Java websites
    Product Literature
  • For any software product there are different "types" or "classes" of product literature that can be written. One thing to bear in mind is that, to some extent, the quantity of product literature you need is proportional to the price and complexity of your product. Simple products might need only a page or two. A complex product, or an engineering tool, might need all of these. Another thing to remember is that you don't give them all to a customer at once. See above under the Marketing section.

    Types of product literature include:

  • Product Literature, Overview -- The main brochure for a product or service.
  • Product Feature List -- Bullet points of all the features in the product.
  • Product Requirements or Specifications -- Just what you would think, the real details.
  • The Top Ten -- Something that has been very successful for me are "Top Ten Reasons to Buy X" type pieces of literature
  • Product FAQ -- A marketing FAQ, not technical but benefit oriented and problem - solution focused.
  • Product Whitepaper -- An overview of how this product benefits you.
  • Application Profile -- A profile of the product as it might be used in an industry. Very useful when the product is new or when you are trying to get into a new niche.
  • Feature Profile -- For very complex products, you can break out just one feature and cover it.
  • Case Study: Customer Name -- A case study of how a customer uses the software.
  • ROI Analysis -- Although hard to do, an ROI (return on investment) analysis can be a wonderful selling tool
  • Guided Tour -- Basically a screen by screen walk through with commentary. Lets the customer get a feel for the product without going to the effort of installing it.
  • Quotes -- A sheet of favorable quotes from users and the press

    Demos and Downloads

    Demo software is a mixed blessing at best. While sometimes it can't be avoided and must be done, it is important to understand that when people don't pay for software, they don't take the evaluation seriously. If they hit even a small problem they tend to walk away. Rather than free downloads, an approach where downloads require a password or download key to be emailed at least gives you a chance at touching base with the potential customer to make sure that their download worked, help them through the initial issues and so on. This is a very, very tough call and I recommend that you try both and see what works. When people have to get a password or download key, they may well walk away also.

    Looking Big When You're Small
    People say "On the Internet no one knows you're a dog". My answer is "On the Internet no one knows you're small". Here are some tricks to look bigger than you are:

    Don't use your first name as your email address -- sjohnson@someemail.com looks "bigger" than scott@someemail.com . You can still have scott@someemail.com but use an email alias to make the other. No one ever notices once they start corresponding with you once they've seen it on your webpage that its sjohnson@someemail.com
    Have a good web site. I can't stress this enough. A good, professional looking site is a huge asset. It doesn't have to be hugely graphical but the following elements are basically required for a software company's web site:
  • Home page (obviously)
  • About page
  • Contact Page
  • News Page (with regularly issued news releases, one per month usually is fine)
  • Support Page
  • Customers Page (if you don't have customers, see below)
  • White Paper page
  • Demo or guided tour page
    Don't use your own email address for things like bug requests, support, etc. For example support@someemail.com is better than scott@someemail.com even if it just goes to me.
    Offer Consulting, Training and Customization Services. Even if people don't want them, offering them makes you look bigger and writing a piece of product literature for these doesn't take long.
    Have two physical addresses -- this makes you look like you are much larger when you have both a West Coast and East Coast address (or addresses in two European countries)

    read full article
  • Tuesday, February 22, 2005

    What does "Fresh Content" really mean?

    Here is an interesting thread on WebProWorld about fresh content and its impact on search engines results.

    Here is a quote from Google Guide Website about this topic:

    To keep the index current, Google continuously recrawls popular frequently changing web pages at a rate roughly proportional to how often the pages change. Such crawls keep an index current and are known as fresh crawls. Newspaper pages are downloaded daily, pages with stock quotes are downloaded much more frequently. Of course, fresh crawls return fewer pages than the deep crawl. The combination of the two types of crawls allows Google to both make efficient use of its resources and keep its index reasonably current.

    I encourage you to read this thread, because fresh content on your website may sometimes do miracles to your search engines rankings.

    Sunday, February 20, 2005

    Digital River introduces SoftwarePassport Lite

    Digital River, a global company for e-commerce outsourcing introduced SoftwarePassport Lite. A quick-start system that is advertised to make tapping into the highly profitable world of TBYB easier than ever before.

    Digital River explains: Some publishers have hesitated to dive into online the lucrative world of Try Before You Buy Software Offerings… even though they know it’s a proven way to generate more revenue. They thought the wrapping program too cumbersome. The selling channels to obscure. The time spent managing it not worth it.

    Looks like an alternative to SoftWrap, don't you think?

    Here’s how SoftwarePassport Lite works as DigitalRiver advertises it:

    This new system makes tracking configuration simple and easy by quickly integrating a simple SDK into your products (available via the DR Sales Network Portal). That’s it. Then you can sell your program through the Digital River Network or through your existing sales channels. One integration, all sites.

  • When you download your product to our TBYB Network, a “Buy URL” is created and stored with it. This URL is placed in the registry each time anyone installs your program.
  • When the customer decides to buy, your program retrieves this URL and sends your customer to a Digital River commerce page to complete the transaction. You control the trial limitations (digital rights management), the reminder screens and program licensing.
  • We take care of all the details and send you your payments and reports, and we pay your selling partners.
  • During the product set up process, you can upload a static list of serial numbers that will be delivered to each customer post sale (you also receive an email confirming each sale).
  • All products sold through this channel must include a tracking mechanism (either SoftwarePassport Full Protection or Lite) to ensure credit and payment to your selling partners.

    We will try to test this solution soon. If you have experienced this new shareware marketing solution please let us know! Post a comment or drop us an e-mail.
  • Friday, February 18, 2005

    Google updates its Toolbar

    Google today launched a new version of its toolbar that employs a new feature called Autolink that turns non-linked content on Web sites into hotlinks back to Google properties and other sites, plus many other new features.

    While this is not strictly shareware marketing or software promotion related news, we feel that it is important to let you know what is happening at Google.

    See more on Google website.

    Wednesday, February 16, 2005

    Google AdWords upgrades billing

    To improve the overall AdWords billing experience, Google is upgrading most AdWords accounts to a new billing system over the next few months. The updated Billing Summary page will continue to reflect detailed information regarding account charges and activity, and will include the following changes:

    - The outstanding balance will now reflect the cost of accrued clicks since you were last charged to help you estimate upcoming charges for your campaigns. However, this amount does not necessarily reflect a delinquent amount or a final balance due.

    - Your ad delivery period will reflect more specific date ranges. Your clicks will be itemized only for the particular month you are viewing to help make reconciling your charges easier. Google recommends that you use the advertising costs page for each month (which lists your click and charge details per campaign per month) when reconciling your billing summary.

    source from Google...

    Tuesday, February 15, 2005

    SiteUptime to launch link exchange service

    SiteUptime is launching a FREE link exchange service for our members called GotLinks?com.
    This free service will allow SiteUptime members to easily exchange links with one another to increase Link Popularity and PageRank.

    The goal of this new service is to create a web site directory where SiteUptime members can select to receive inbound links from
    other member web sites quickly, easily, and best of all - for FREE! For more information, visit the GotLinks?com Overview.

    This service will be completely free. To add your web site to the directory, submit the form below and it will be included in the
    GotLinks.com official launch on March 1, 2005.

    Sunday, February 13, 2005

    2Checkout announces Version 2 Upgrade

    In 2CO Version 2 Upgrade Bulletin 1 2CO is pleased to announce that V2 of their online credit card processing solution is about to be released.

    The product has been designed to reflect the rapidly changing face of ecommerce. It is more flexible, more global, and more responsive to your needs-- whether you sell one item a week or hundreds an hour, whether you are a company of one or have a staff of dozens, and whether your products are designed to appeal to a select few or to a global audience. Energize sales and simplify operations by moving to Version 2.

    Friday, February 11, 2005

    AdWords API - from Googleblog

    AdWords: Code it your way
    Despite all the development we've done for our AdWords program, much more remains to be built. Fortunately there's no shortage of good ideas outside the Googleplex -- our community of users is amazingly expert and innovative and knows exactly what features they want. Many successful companies fall prey to the NIH ("Not Invented Here") syndrome, but as hard as we try, not every talented developer is working at Google. Which is why we've just announced the arrival of the AdWords API beta.

    The AdWords API beta program is an open invitation to developers to explore new concepts (and then write great software) for managing Google AdWords advertising campaigns. Large advertisers can use it for their complex ad management needs, like tying product margins to optimized keyword bids. Third parties can use the API to build new interfaces to manage their client accounts. Best of all, an API enables the creation of all sorts of unanticipated ideas. In our experience, it's better to wear "Not Invented Here" as a badge of honor than as a chip on your shoulder. Come sign up for a developer token and show us what we've been missing.

    - Josh McFarland, Product Manager
    - Nelson Minar, Software Engineer

    see at http://www.google.com/googleblog/

    Friday, February 04, 2005

    Yahoo Contextual Search is up!

    The new Yahoo contextual search feature [dubbed Y!Q] rocks! It's like vivisimo (www.clusty.com) without all the annoying crap getting in the way of your search and there's no flash to bog down your pc. Clean and simple interface that doesn't require any downloads and allows you to drill down into search results in an easy to use manner.

    Is Yahoo's new contextual search utility effective? Do you have a use for tool like this?

    See Y!Q at yq.search.yahoo.com

    Wednesday, February 02, 2005

    MSN Search launch has been announced yesterday

    MSN Search launch has been officially announced yesterday. Go to http://search.msn.com to test the "new" search engine.