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Software Marketing and Fear

July 16th, 2011

software marketing and fear for microISVsCustomers’ fear of loss is more powerful than their desire to save. That’s what Jeffrey J. Fox says in his book “How to Become a Marketing Superstar – Unexpected Rules that Ring the Cash Register.”

If this is true, then a good software marketing strategy would be to communicate the loss that prospects will suffer if they don’t make a buying decision.

* Rather than talk about how much money they’ll save by your software’s productivity gains, talk about their ability to stop losing money by not using your app.

* Rather than talk about the new functionality that your program offers, talk about the gains that their competitors are making by using it.

“Fewer than 5 percent of all marketers ground their product claims on benefits to the customer,” Fox tells us. “Fewer than 1 percent of all marketers dollarize the value of their product and sell with numbers.”

Fox believes that the best marketers quantify their product’s savings potential, and talk about the consequences of not making a purchasing decision.

I’m not convinced that this tactic is the best way to maximize your software marketing. This approach could lead to a very negative website. And all of that negativity could tarnish your company’s image.

I would suggest that you consider weaving a little of the “fear of loss” talk into the mix. But don’t let it dominate your sales message. Instead, sell a solution to a problem. Or sell the benefits that your software will deliver.

– by Al Harberg, the Software Marketing Glossary guy

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