Archive for March, 2013

ISVCon 2013 Early Bird Discount Extended!

March 8th, 2013
Comments Off on ISVCon 2013 Early Bird Discount Extended!

Ok… we hear you!  September is a long way off to make plans.

So, we’ve extended the deadline for our Early Bird discount for ISVCon until the end of March!

So you still have the opportunity to save hundreds of dollars, with conference prices starting at just $295 for ASP members!


PS: Also, don’t forget that the deadline for submitting your speaking proposals is coming up soon — please get your proposals submitted to us by March 12th (see for details)

Announcements, Uncategorized , , , , , , , ,

Recovering from a Bad Brand Name

March 6th, 2013

Developing a BrandIf you find that the name that you’ve chosen is hurting you in the marketplace, Jack Trout explains, then fix the problem. Trout talks about getting around a bad name in his book “The New Positioning – The Latest on the World’s #1 Business Strategy.”

Two suggestions that Trout makes for fixing a bad name are:

  • Revert back to another name that you’d used in the past, or
  • Consider sub-branding.

By sub-branding, Trout means that you could use your tag line instead of your product name (or company name) as your brand.

Trout believes that the name that you choose is very important. If you don’t have a good company or product name, then get one.

On a personal note, I chose DP Directory, Inc. as my software marketing and press release company’s name back in the mid-1980s. At that time, DP (data processing) was the popular phrase for what is called today “information technology (IT)”.

When I re-launched my website a couple of years ago, I started putting a lot more emphasis on “Al Harberg” and a lot less emphasis on “DP Directory.” I’ve coined a couple of tag lines such as “Al Harberg, the Software Marketing Blog guy” and “Al Harberg, the Software Marketing Glossary guy.” As Trout recommends, more and more I’ll be using my tag lines as my brand.

Big companies are doing this, too. For example, you can visit Procter & Gamble’s Bounty Towels website – – or you can use their tag line – Quicker Picker Upper – – to get to the same website.

Don’t live with a bad product or company name. Change it. It’s good software marketing.

Articles, Uncategorized ,

March 2013 ASPects: mISV Productivity, Social Media Marketing

March 1st, 2013
Comments Off on March 2013 ASPects: mISV Productivity, Social Media Marketing

The March ASPects is available now, for ASP members. This month’s articles cover productivity, social media marketing, and writing skills for mISVs

Welcome, Educational Software Cooperative Members!
by Gianfranco Berardi
Members of the Educational Software Cooperative, a non-profit trade association dedicated to the educational software ecosystem, recently voted at a special meeting to dissolve the organization. As part of the decision, they also voted to provide all ESC members with one-year memberships in the ASP… (page 1)

How Important Is the ASP to You?
by Gianfranco Berardi
When you became an ASP member, you joined for 52 weeks worth of access to the discussion groups with like-minded business owners, developers, and publishers. You signed up for12 months worth of access to ASPects, exclusive discounts and offerings, and a number of other benefits, all of which are available to you for less than $2 per week. But do you get the most out of your membership? (page 1)

Trade Show Calendar
ISVCon, September 27-29, 2013 (page 2)

Increasing Your Personal Productivity as a mISV

by Jiri Novotny

If you run a business, there is a direct correlation between your productivity and the success of your business. I define productivity as creating valuable output, which grows your business. And since “valuable output” is always a subjective thing, the value is ultimately decided by your customers. Your effort is either valuable to them and they give you money, or it is not–and they won’t… (page 4)

Book Review: The Social Media Marketing Book
by Gianfranco Berardi
While I am on Twitter (@GBGames), Facebook, and Google+, and use these accounts regularly, I could stand to figure out how to better leverage these services to grow an audience and sell more. I find that no matter how well versed you might be with a particular tool, it’s entirely possible you are muddling through using some aspect of it. You could always learn about better and more effective ways to use it. So when I saw The Social Media Marketing Book by Dan Zarrella on a bookshelf, I picked it up. (page 6)

Writers: Know Your Audience
by Al Harberg

“Write as though you were addressing someone whose opinion you value,” said Patricia T. O’Conner in her book Words Fail Me – What Everyone Who Writes Should Know About Writing. O’Conner urges writers to know the people whom we want to read their sales presentation. Identify your audience. Determine the correct vocabulary, tone, sentence structure, and imagery that you’ll need to use to communicate effectively with your audience. Learn their level of sophistication, their likes and dislikes, and their demographic and psychographic attributes. (page 7)

ISVCon 2013: Call for Speakers

(page 9)

PAD 4 Frequently-Asked Questions, Part II

(page 10)

News & Press Corner

HS Launches National Initiative for Cybersecurity Careers and Studies (page 11)

ASP Member News

Why Rent a Cloud Server When You Can Own One? (page 11)

Healthy Computing with Stretch Break Ergonomic Software (page 11)

ASPects Newsletter, Uncategorized