Tell Everybody About Your Software's Unique Feature

Your application isn't just another me-too knock-off of an existing program. Your software contains a really terrific feature that none of your competitors have in their applications.

You need to make sure that everybody knows how great your software is. Here are some strategies for getting the word out to your most important audiences:

(1) Tell your prospects.

The first thing that people should see when they visit your web site is a description of your software's main benefit. And if you have a feature that isn't available in competing products, your web site should tell visitors about this feature, early and often:

• Describe it in words.
• Translate your features into their corresponding benefits, and talk about how prospects' lives would be better if they owned your program.
• Display screenshots that show how great your program is.
• Create a video that will demonstrate why prospects need to buy your application.
• Include customers' testimonials that tout your unique feature.

Tell people clearly, and often. Don't assume that they'll figure it out. Tell them, again and again.

(2) Tell prospects who use your trial version.

After a user has installed your software, agreed to your license terms, and seen your main program screen, how will they remember that really neat feature that you're so proud of?

• Do you have a Quick Start Guide that features it prominently?
• Do you highlight it in the product tutorial that first-time users are encouraged to look at?
• Have you described it in a convincing, inviting way in your first Tip of the Day?
• Does this hot feature have its own drop-down menu entry so users can find it easily?
• If your prospect has used your trial version for ten minutes, and not used this unique feature, do you pop up a screen that urges them to try it?

Or do you do what most software companies do? When your program has loaded, and the users have read the initial nag screen, they're staring at a blank screen. There's no Getting Started tutorial. There are no sample files that they can find immediately and begin playing with. Just a blank, gray screen.

Your user clicks "New", stares at the blank screen for a few seconds, and says, "I have absolutely no idea how to use this software. I'm going to give this program a serious workout when I have more time." And you lose the sale. Forever.

Or your user clicks "Open", and can't find a single sample file. So the user clicks "Exit". And you lose the sale. Forever.

You have to market your software in your software. Your prospect is interested in buying your application. They've downloaded and installed it, and now they're just looking for a reason to make a purchase. Your software itself has to tell prospects why they need to buy it. Don't expect them to figure it out.

Make it easy to know how your application can solve their problem. And tell them about the unique feature that you offer.

(3) Tell editors and reviewers.

It's disappointing when a download site gives you a three-star rating, especially because you know that you're not offering average software. Your software is a lot better than your competitors'. You have one feature in particular that's really great, and nobody else has it. Why did you get only three stars?

A better question to ask might be, "How was the editor or reviewer supposed to learn about this super feature that your software has?" In my 25+ years of getting publicity for software developers, I can say with certainty that magazine and newspaper editors, important bloggers, and download site reviewers are in a position to influence dozens - or thousands - of software buying decisions. You need to make it simple for these people to find, use, and be impressed by your software's key features.

In your press releases to the editors, include a link to your Press Resources Page. On a single web page, your Press Resources Page should provide editors and reviewers with:

• An overview of your application.
• Key reasons why it's better than your competitors' programs.
• Links to all of your recent press releases, in HTML and in plain-text formats.
• Links to your logos, box shots, screenshots, video tutorials, and other useful files.
• A method for requesting a full editorial evaluation version (versus a limited trial version) of your program.
• Any other information that you think will impress these key decision-makers.

The bottom line - Prospects, bloggers, editors, and reviewer are going to look at your web site and at your application's trial version. Your site and your program are both powerful marketing tools. You have to tell prospects - as well as reviewers, editors, bloggers, and anybody who will listen - how great your software is. Make it easy for people to find the unique, compelling reasons to buy your software.

© 2010 DP Directory Inc.