Articles by
Al Harberg

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Published 2010-08-28

September Marketing Book Review

Jakob Nielsen, known as the guru of web site usability, charges $10,000(US) to evaluate a company's home page (not their website - their home page). In this book, he talks about all of the criteria that he uses when optimizing a customer's home page, and gives 50 in-depth examples.

Published 2010-08-23

Impulse Software Buys

Impulse sales for software are rare. You need to do the hard work of getting your prospects attention, getting their interest, and getting their order. An impulse buy is an immediate, emotional purchase of a product or service. It works well for selling candy and magazines in supermarket checkout lines. Software websites, on the other hand, can be effective for upselling and cross-selling.

Published 2010-05-20

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.

Published 2010-04-20

Software Marketing Without the Hard Work

Until recently, learning to market software was a costly trial-and-error process. But in February of 2009, the Educational Software Cooperative (ESC) introduced its Software Marketing Book Club. I've been an ESC member for more than a decade, and I lead the book club discussions. Each month, we talk about a sales, marketing, or business book in detail. The central theme of each discussion is helping software developers increase their sales.

Published 2010-04-20

Marketing Book Review for April: Permission Marketing

Permission Marketing: Turning Strangers Into Friends, and Friends Into Customers was written by Seth Godin. If Godin were talking to an audience of software industry marketers, I believe that he'd be advising us to move advertising money away from banner ads and pop-unders, and start sending newsletters to our customers and prospects.

Published 2010-03-19

Expand Your Selling Options and Increase Your Sales

You can sell more software by giving your customers upselling, cross- selling, and after-selling choices. This article explains the basics of how to increase your sales by adding these tools to your website.

Published 2010-01-10

Stop Confusing Prospects and Sell More Software!

You're losing software sales because prospects can't tell if your software will run on their computers. You need to tell your website visitors early and often what your system requirements are. And you have to tell them in language that they'll understand.

Published 2009-11-27

The Software Developer's Press Release FAQ - Part 5 of 5

Your press release won't generate additional software sales until you deliver it to well-targeted editors. In the final installment of this five-part press release FAQ, I'll discuss how you can deliver your press release to editors who will be eager to tell their readers about your application.

Published 2009-10-27

The Software Developer's Press Release FAQ - Part 4 of 5

Last month, I discussed more tips and tricks for generating software sales with your press release campaign. This month, you'll learn insider tips about cover letters, screen shots, and more.

Published 2009-09-27

The Software Developer's Press Release FAQ - Part 3 of 5

Last month, I talked about getting magazine and newspaper editors excited about telling their readers about your software. This month, I'll discuss formatting your press release so that the editors will be impressed by your professionalism.

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