ASPects for September 2014: SSL for SEO, Selling to Women

September 1st, 2014

, Editor, ASPects

Google is counting SSL towards SEO, and Dennis Reinhardt writes about how to set up SSL on your websites in the September ASPects, available exclusively to members of the Association of Software Professionals. Al Harberg has written about Selling to Women, and why you should, or shouldn’t, Talk About Yourself on your website.

September 2014 ASPectsContents, September 2014 ASPects

Moving into the New Library and myBB
by Jerry Stern
All the current content from our Members-Only site has been copied over to the Library, including all 290 issues of ASPects, including 3,804 pages of software-industry articles and history, plus legal guides, the ASP’s Secretary’s Desk sections, financial reports, and more. And more will be added; the Library is the new home for all our references for both member resources and organizational documents.
Join us here: (page 1)

Trade Show Calendar
(page 2)

Setting up an SSL Site: Why SSL … and Why Not
by Dennis Reinhardt
In early August, Google posted that they would start using HTTPS as a ranking signal…. So, SSL is a broad industry trend and increasingly could become a checkoff item, something expected in a serious site the same way that code signing is standard for downloads… (page 3)

Talking About Yourself
by Al Harberg
There aren’t a lot of good reasons to talk about yourself on your website. Your prospects don’t care nearly as much about you as they care about themselves. Instead of writing about yourself, use that space to tell prospects about your applications’ most important benefits.
You have three basic choices for delivering your sales message: You can write about your prospects, you can write about other people, or you can write about yourself… (page 6)

Selling Software to Women

by Al Harberg
Women make 80 percent of all purchasing decisions. It would be a mistake not to understand the differences between the ways that women and men buy consumer and business products like software… (page 7)

ASP Member News

Avangate Honored as Part of the International Business Awards Program (page 9)

News & Press Corner
FTC Staff Report on Mobile Shopping Apps Found Disclosures to Consumers Are Lacking (page 9)

ASPects Newsletter , , , , ,

Is Your Software Good for Society?

August 15th, 2014

software-that-is-good-for-societyAccording to a recent Pew Research survey, the number of Internet users has grown from 14 percent in 1995, to 46 percent in 2000, to 66 percent in 2005, to 79 percent in 2010, to 87 percent in 2014.

Ninety percent of the people in the survey said that the Internet has been good for them personally. Only 76 percent of the people surveyed believe that the Internet has been good for society.

Software developers need to think a lot about the 24 percent of adult Americans who believe that the Internet has not been good for society. You need to ensure that the bad feelings that nearly one quarter of your prospects have about the web do not become bad feelings about your software.

Privacy and identity theft

A major component of people believing that the Internet has been bad for society is their concern about privacy and identity theft. They don’t want their children posting personal information on social media. They don’t want to give their credit card information to organizations located in countries that don’t have strong banking systems. If you’re offering a Facebook add-in, an application that processes credit card payments, or any software that might put private information at risk, you need to ensure that you’ve made the software as safe as possible. And your sales presentation has to make it clear that your program is safe to use.

Kids and the Internet

Anther major concern that people have about the Internet is the ability that kids have to gain access to material that is not age appropriate. If you’re offering photography, video, music, search, or any type of software that could raise concerns about kids gaining access to content that is not appropriate for them, then you need to ensure that you’ve included the proper parental management controls in your application. And you need to say so on your home page and product pages.

Nearly one quarter of adult Americans have concerns about the Internet. You need to make sure that your prospects are not worried about your software. Identify any potential problems that reasonable people might have about your software. Minimize these concerns as much as possible. And explain to prospects and customers what you’ve done.

– by Al Harberg, the Software Marketing Blog guy


August 2014 ASPects Online Now in the Library

August 1st, 2014

, Editor, ASPects

The August ASPects is in the new ASP library now, in our new ASP forums, which are responsive, mobile-enabled, and SSL-secured. Al Harberg has written about gaining incremental sales and benefiting from competition. Gianfranco Berardi has a book review, of Tracy Fullerton’s Game Design Workshop. These articles are available exclusively for the members of the Association of Software Professionals.

ASPects, August 2014
August 2014, Volume 27, No. 8, Issue #289 (282 Kb)

Introducing the ASP’s Library
by Jerry Stern
Our new myBB discussion forum, at has a new forum section, ‘Library’, which will hold all of our online reference materials, historical information, and reference guides. Direct links now work from our forums to the Library. (page 1)

Trade Show Calendar
(page 2)

ASP News
MSDN Free Books Event, 2014 ASP Financial Report Online
(page 3)

The Joys of Competition
by Al Harberg
Before the Internet, a well-capitalized company with a well-known brand name could keep most tiny start-ups from becoming competitive threats. Today, however, small independent software vendors (microISVs) can compete effectively with the largest software developers. Here are some ideas about dealing with your software competitors…. (page 3)

Book Review: Game Design Workshop
by Gianfranco Berardi
Tracy Fullerton teaches game design with a “playcentric approach”. What is a playcentric approach? She describes it as an iterative design process with player experience goals. Her
book, Game Design Workshop, 3rd Edition, teaches the reader how games work, demonstrates how to design a new game through prototypes and playtesting, and finally explains how the game designer role fits into the larger industry…. (page 5)

Moving the Sales Needle
by Al Harberg
To succeed in business, all you need is a steady series of small, incremental changes to your products and services… (page 6)

ASP Member News
Bits & Coffee releases BatchPhoto 4.0
FlashPeak Inc, announces Slimjet Browser
DataNumer’s Outlook Repair v. 5.1 (page 8 )

News & Press Corner
Department of Justice Provides Update on GameOver Zeus and Cryptolocker Disruption (page 8 )

Articles , ,

Plans, Luck, Accidents, and Software Sales

July 14th, 2014

“In creative endeavors, luck is a skill.”

So says Twyla Tharp, the dancer, choreographer, businesswoman, and author of the 2003 book “The Creative Habit – Learn it and use it for life.” She devotes a chapter of her book to recognizing accidents and mistakes, and turning them into creative successes.

It’s good to have a plan, Tharp insists. But it’s a mistake to over-plan. Learn to plan ahead, and to recognize great stuff when you discover it.

Tharp believes that you have to have a plan. But following it too closely will stifle creativity.

Some people deny that luck is a factor in their creativity because they want to take credit for all of their accomplishments.

Sometimes plans fail to achieve their desired results, for a number of reasons:

  • Other people get in the way of our plan.
  • Our plan isn’t perfect. Many people can’t get started until they have a perfect plan, and a perfect series of the precise steps to follow. Sometimes we just have to get started, even if we’re not perfectly prepared. Sometimes it’s a blessing to have very limited resources such as too little time or too little money.
  • The format of our plan is bad. Sometimes we fail because we’re trying to fit a new idea into an old pattern.
  • We have misplaced obligations. We’re under pressure to please somebody with bad ideas. Or we have to conform to the wishes of the person who’s in charge.
  • We have the wrong resources. We simply haven’t equipped ourselves with the tools that we need to carry out the plan. Sometimes, having too little time to accomplish something motivates us to run and get the job done.

This chapter has three exercises that are designed to increase our creativity. Tharp asks us to pick a fight with ourselves. Choose a presumption that we’ve been depending upon for the success of a project, and reject it. Dismiss it. Do the opposite. And derive ideas from the tension and conflict that you create.

In another exercise, Tharp tells us to get lucky by being generous to other people. In my opinion, that’s the fundamental principle of success in business – being generous to other people and forming lasting, mutually-helpful relationships with others in the industry.

In a third exercise, Tharp urges us to work with the best people available. Again, this is a great insight from an accomplished artist.

It’s hard to use a short blog posting to summarize an entire chapter in a book about creativity. I’d recommend that you add “The Creative Habit” to your bookshelf. Twyla Tharp is a creative person who can explain how each of us can become more creative. The book will help your microISV business and your software sales.

Articles , , , , ,

ASPects July 2014, New Member Forums for the ASP

July 1st, 2014

, Editor, ASPects

The July ASPects is online now. The ASP has announced completely new forums, with responsive mobile support and SSL everywhere. Al Harberg has written about how to use forums, and I’ve written about Enterprise software in the age of apps and BYOD, all available exclusively for the members of the Association of Software Professionals.

ASPects, July 2014
July 2014, Volume 27, No. 7, Issue #288 (291 Kb)

ASP has New Forums, with SSL & Mobile Access
by Dennis Reinhardt
The ASP has now transitioned our discussion forums to a unified environment built on top of MyBB…
The URL is: (page 1)

Trade Show Calendar
(page 2)

Ten Tips for Maximizing Your Benefits from ASP’s Forums
by Al Harberg
In the past 16 years, I’ve read thousands of messages in ASP’s discussion groups…
Here are some tips that will help you maximize the benefits that you can enjoy from participating in ASP’s discussion groups
(page 4)

ASP News
All NNTP and vBulletin discussions are READ-ONLY
Co-Administrator of MyBB Forums announced (page 5)

Enterprise Software, Requirements, and Payoffs
by Jerry Stern
Business software has changed, and continues to evolve…
Now, Enterprise software refers to products that can be centrally-managed, for purchases, installation, management, and document control. If you can sell to this market, expect to have steady renewals & upgrade income, or annual contracts sold by seat count.(page 6)

ASP Member News
Windows Font Manager Offers Powerful New Functions (page 6)
Stretch Break for Kids (page 6)

News & Press Corner:
FTC Launches Contest at DEF CON 22 to Help Track Down Perpetrators of Illegal Robocalls (page 8 )
AVG Study Reveals Small Businesses are Positive about Future Opportunities with the Internet of Things (page 8 )

ASPects Newsletter

Phablets on the Rise

June 19th, 2014

phabletsJuniper Research reports that phablets will probably have a major growth spurt in the coming years. They estimate that more than 120 million phablets will ship by 2018 (compared with 20 million phablets shipped in 2013.)

What are phablets? They’re mobile devices that are larger than smartphones and smaller than tablet computers. They weren’t widely embraced by mobile device buyers when they became available a few years ago – especially in Europe and America. But they’re catching on in eastern Asia.

Wikipedia describes the history of phablets. Players in the phablet market include Nokia, Verizon, LG, Dell, Acer, and Samsung.

What do software developers need to know about phablets? Your websites have to be easy to read on smartphones, tablets, and phablets (whose diagonal screen sizes are typically larger than 5 inches and smaller than 7 inches.)

Don’t neglect this segment of the mobile marketplace. It’s growing.

– by Al Harberg, the Software Marketing Blog guy

Articles ,

June 2014 ASPects, Closing the Software Sale

June 1st, 2014

, Editor, ASPects

The June ASPects is online now. Al Harberg has written about how to close software sales. And there’s news for and about members of the Association of Software Professionals.

ASPects, June 2014

June 2014, Volume 27, No. 6, Issue #287 (219 Kb)

5 Classic Ways to Close the Software Sale Online
by Al Harberg
It’s hard to find good information about how to close the online software sale. By contrast, it’s simple to find high-quality ideas about how to close the car sale, the house s a le, and many other face-to-face sales. Fortunately, it’s simple to translate many of these sales ideas from other industries into the world of the software development industry.
   Here are five ideas on how to close sales online, resulting in greater profits for your microISV… (page 1)

Trade Show Calendar
(page 2)

ASP News
Question for the Board, E.D. Contract term (page 3)

Is Your Software Too New?
by Al Harberg
It’s good to offer software applications that are new. It’s dangerous, however, for companies to sell products or services that are too new…
   It’s unlikely that the authors were thinking about the software development industry when they wrote their book. But this principle applies to software developers, too, for a number of reasons… (page 5)

ASP Member News

DataNumen: Data Recovery of Microsoft Outlook Files (page 6)
Avangate CMO Michael Ni Appointed to SIIA Board (page 6)

News & Press Corner:
FTC Testifies on Patent Assertion Entities, Legislation to Prohibit Deceptive Patent Demand Letters (page 6)
FTC Outlines Recommendations for Online Advertising In Testimony (page 7)

ASPects Newsletter

The customer isn’t always right

May 11th, 2014

The customer isn’t always right.

So says Robert A. Lutz, the former President and Vice Chairman of Chrysler Corporation and the author of the book “Guts – The seven laws of business that made Chrysler the world’s hottest car company.”
One of Lutz’s Immutable Laws of Business says that the customer isn’t always right. In fact, Lutz says that nobody in his or her right mind could possibly believe that the customer is always right.

  • Customers don’t know what they want.
  • Customers lie.
  • Customers can’t predict the future.
  • Customers certainly don’t have the industry-changing ideas that companies need to succeed.

Since customers and prospects aren’t very good at pointing companies in the right direction, many firms decide to play it safe. They create products and services that are right for everybody.

Lutz believes that this approach is doomed.

Companies can make more money, Lutz tells us, if they create niche products and services that are enthusiastically embraced by prospects and customers. When you water down your product or service, and try to please everybody, you end up not pleasing too many people at all.

In today’s marketplace, people no longer have to settle for their second choice. Prospects simply won’t buy bland, one-size-fits-all products and services.

I don’t recommend your adopting Lutz’s strong anti-customer attitude. But all software developers should give serious thought to creating niche products and services. Alternatively, create software applications that target the mass market, but create separate niche marketing campaigns for each sub-market that you’re targeting.

– by Al Harberg, the Software Marketing Blog guy

Articles ,

April 2014 ASPects is Available Now–How Will You Support Windows XP for your Software Customers?

May 1st, 2014

, Editor, ASPects

The May ASPects is online, for the members of the Association of Software Professionals.

ASPects, May 2014

ASPects, May 2014
XP Upgrade Notes: Managing the Risks of XP
Will Your Customers Come to You for Software Upgrades?

by Jerry Stern
April 8th, 2014 has passed; Microsoft’s ‘Extended Support’ or ‘security patch services’ are no longer being provided for Windows XP. It’s official. There will be no more new security patches… This is a large pool of computers that will be replaced over the next few years; your software is on some of these machines, and you need to keep existing customers when they’re moving to new hardware… (page 1)

Trade Show Calendar
(page 2)

ASP News
Exclusive Free Extended Trial Offer at (page 3)
ASP Quarterly Budget posted (page 3)

Write Better, and Sell More Software
by Al Harberg
A book review of Words Fail Me – What Everyone Who Writes Should Know About Writing by Patricia T. O’Conner (Published 2000 by Harcourt Brace & Company)
    You’ll sell more software if you improve your writing… (page 5)

Get Great Backlinks from ASP’s Blog
by Al Harberg
ASP members can boost the association’s visibility by posting on ASP’s blog. If the ASP can create a steady flow of information for the software development community; information that will help non-members sell more of their software; then some of these prospects will join the ASP to learn even more. When new members join the ASP, everybody wins… (page 6)

News & Press Corner:
Microsoft showcases latest updates to Windows, opportunities for developers (page 7)
Adobe Report Shows Continued Facebook Ad Business Growth; Dip in Revenue per Visit for Twitter(page 8 )
FTC Notifies Facebook, WhatsApp of Privacy Obligations in Light of Proposed Acquisition (page 9)
Embarcadero Launches RAD Studio XE6 (page 9)

ASPects Newsletter , , ,

The Importance of Brands

April 15th, 2014

Developing a BrandWhile many marketing experts are saying that brands are becoming less and less important over time, David D’Alessandro used his book “Brand Warfare – 10 Rules for Building the Killer Brand” to tout the importance of branding.

Brands are the shorthand that consumers use to interpret the world, D’Alessandro tells us. He talks about three ways that brands help consumers:

Brands save time

There’s no need to learn all of the choices available in any particular category if you find an offering with a brand name that you trust. The author mentions that Children’s Tylenol outsells all other brands of acetaminophen combined. In this example, brand beats price.

This fact makes it more difficult to offer, say, consumer software because there are large companies with trusted brands. It makes it even more difficult to offer business software. As the old saying goes, “Nobody was ever fired for selecting IBM.”

Brands project the “right image”

If the food that you serve isn’t well-received, you can always say, “I selected the best brand” and you will be vindicated. Or so the argument goes.

Brands provide an identity

This seems to be true when it comes to choosing a brand of beer, automobile, or cigarette. And to a lesser extent, it applies to computer hardware and home consumer products, too.

How important is your software brand? How much effort should you expend building your brand? I agree with the people who say that branding is not as important as it used to be. Truth is, though, building a powerful brand can significantly increase your software sales.

     – by Al Harberg, the Software Marketing Blog guy

Articles ,