Shareware Overload/ShartewareOverload.cdr/database/sms-1.zip/SMSDATA.EXE/LETTERS.TXT

Text File | 1991-06-04 | 194KB | 3,736 lines

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                                WE GET LETTERS!

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       This section is devoted to feedback from shareware authors,
       subscribers to the $HAREWARE MARKETING $YSTEM or others wishing
       to express their views about the shareware industry or shareware
       marketing. I will attempt to retain previous articles. Files
       over 50K in length will earn a free one year subscription to the
       $HAREWARE MARKETING $YSTEM. Views expressed do not necessarily
       reflect those of SMS and are intended to stimulate discussion
       about shareware and shareware marketing methods. Letters invited
       from authors, distributors, shareware users, and generally anyone
       with a thought about shareware.

       Chronology of letters follows. Most recent at TOP of file. Oldest
       at BOTTOM of file.

      1)   Exec-PC BBS, Bob Mahoney regarding SIF file format.
      2)   The SIF file format proposal from Jim Hood, SMS
      3)   Jim Goode, The Technical Group - income opportunities
      4)   Letter from David Batterson, PC Reviews
      5)   Sample Vendor.doc provided by Praireware
      6)   Second letter from Dawn Radcliffe
      7)   Second letter from Cave Inc.
      8)   Michael Himowitz, Federal Hill Software
      9)   Ron Kline, second letter
     10)   Letter from Scanlon Enterprises
     11)   Letter from Cave Inc.
     12)   Pinnacle Software third letter
     13)   Notes from Dawn Radcliffe
     14)   Ron Kline, First Financial Software
     15)   Pinnacle Software second letter.
     16)   Pinnacle Software Commentary

         -------------------------------------------------------------
                     Letter from Exec-PC BBS, Bob Mahoney
         -------------------------------------------------------------

                    From Bob Mahoney, Exec-PC BBS   5/21/91
                          Voice number: 414-789-4200
                          BBS number  : 414-789-4210

       Regarding the SIF (Shareware Information File) proposed README
       file format for shareware distribution.

       From Bob Mahoney:  My response to your proposal is 100%
       positive.  I have no suggestions for any basic changes in
       concept or intent of the project. It is about time someone in
       our industry had the guts and energy to put something like this
       together - I guess we all wanted it, but did not have the time
       or inspiration to put it together.

       Don't get me wrong - shareware authors are the center of my
       world, they make my BBS possible . . . BUT, a few times I have
       not even been able to figure out what some shareware submissions
       do, let alone place them on the BBS and give them an accurate
       description.  They have ended up in the "used diskette" pile
       without being placed on our BBS!

       Exec-PC would use your SIF system.  We would also push it and
       perhaps give preferential treatment to shareware submissions
       using it.  We would place info on it in our bulletins and would
       be glad to publicize the concept to help get it rolling.

       My only suggestions:

       1. Put a limit of 53 characters as the maximum width on the
       short description. If 53 is too strange, 50 will do for most
       systems.  Encourage the authors to really use the short
       description.  In many, many cases the short description is the
       *ONLY* chance they will have to sell their product to many
       people.  I cannot overemphasize the importance of the short
       description.  Most authors seem to put all their literary effort
       into the long description.  That's ok, but you've gotta grab 'em
       with that short description.

       Example of a typical bad short description:

               SHAREWARE WORD PROCESSOR, LOTS OF FEATURES

       Example of an improved short description:

               WP WORD PROCESSOR PULL DOWN MENUS WYSIWG, INTUITIVE!

       Short description hints:  Use the full width!  Squeeze in
       keywords. As shown above, some people scan for "WP" when looking
       for word processors. Skip the punctuation - you are trying to
       hit people with the right magic words to get their interest, so
       squeeze in as many of those colorful or technical words as
       possible.

       2. Limit the long description to 100 lines maximum, perhaps less
       for many bulletin boards.  Limit the width of long descriptions
       to 75 characters since that is a limit on many message editors
       on online systems.

       Long description hints:  Don't write a book. Write a short,
       concise description of what your product is. In the first
       sentence or two you must assume the reader has never heard of
       your product, so you must introduce it.

       Follow your short overview and introduction with a concise list
       of primary features.  The features should stimulate thoughts of
       benefit in the mind of the reader.  Order the features from most
       important to least important. Most people will read the first 3
       or 4 features and will start to make up their mind about the
       file before reading the rest of the list.

       Ok, that is all the input I have at this time.  The plan looks
       good to me. None of the SIF entries look frivolous, but I do
       think you have enough info there and should not listen to
       suggestions to add anymore data to it - it is full of enough
       data as is.

       Bob Mahoney Exec-PC BBS

       (Note from Jim Hood, SMS editor: at press time for release of
       Summer edition of SMS, only additional comment regarding SIF
       format was from Marcia Meier of Public Brand. Brief phone
       message from Marcia: "SIF concept good, worthwhile, I like the
       idea. Very busy, and no time to respond in writing. Back to
       work . . . "

         -------------------------------------------------------------
                          Letter from Jim Hood of SMS
         -------------------------------------------------------------

         The SIF (Shareware Information File) and verification system
              A proposal by Jim Hood, $hareware Marketing $ystem.
               POB 1506, Mercer Island, WA 98040   206/236-0470

                  Copies of this proposal have been sent to:
                          Bob Ostrander, Public Brand
                           Richard Petersen, PC-SIG
                               Nelson Ford, PSL
                       Marilyn Young, Shareware Magazine
                            ASP, Executive Director
                             George Pulido, PC-SIG
                          Marcia Meier, Public Brand
                                  EXEC-PC BBS
       If interested, submit response on DISK in ASCII to Jim Hood at
       above address by June 1, 1991. A compiled response on disk will
       be returned to all respondents and presented to participants at
       the Summer Shareware Seminar via the SMS shareware package.

       ---------------------------------------------------------------
       A proposal for standardization of the README file contained
       in shareware software which includes a UNIQUE verification process.
       If discussed by major vendors, trade magazines, BBS systems
       and professionals at the 1991 Summer Shareware Seminar, this proposal
       could improve the caliber and direction of the shareware industry.
       This proposal is placed in the public domain by Jim Hood of
       the $hareware Marketing $ystem.
       --------------------------------------------------------------

       Outline:

       This system would allow RAPID, STANDARDIZED, AUTOMATED input of
       key shareware package information into vendor catalogs, computer
       club listings, diskette labels and BBS systems. This proposal
       modifies the existing README file concept in a simple but useful
       manner. The proposal includes suggestion for an automated "verifier"
       so that an author MUST generate a usable README file without errors
       or omissions!

       Until this time a README.TXT file of variable content has
       been the best the shareware industry could offer as to the
       nature and content of any given shareware product. If the
       EXTERNAL NAME AND INTERNAL CONSTRUCTION of the file could be
       slightly modified, a variety of positive benefits could result.
       For example, database application packages could be developed to
       extract information from shareware disks and import it directly
       into catalogs, BBS lists, diskette labels and other indexes. The
       design of various data-reading engines is left to future discussion
       but a standard file format and name would have some unusual
       benefits which must be understood as a COMPREHENSIVE WHOLE.

       1) The name of the file containing this information could be
       standardized to perhaps README.SIF or READSIF.TXT which is a
       reasonable evolution of the current "README" file convention.
       SIF is an acronym for "Shareware Information File." This
       modification of the file name allows automated programs to
       rapidly locate and access the SIF file for rapid extraction into
       catalogs, disk labels, BBS descriptions or documents for a
       software reviewer. This file does NOT replace existing files of
       a more comprehensive nature (e.g., MANUAL.DOC.) Once standardized,
       it could be made a REQUIREMENT of author disk submissions. The
       SIF file could reside on the parent disk or a separate disk. A
       more traditional README file could also co-exist on the disk if
       desired.

       2) As to the internal file construction, all data field names
       could be, for example, prefaced with a colon mark and terminate
       with a colon mark (e.g.,   :VERSION:  ). See example at end of
       this document. The also allows the next innovation:

       3) A novel SIF file VERIFIER program could be constructed to
       test the SIF file at both author end and vendor end so that field
       names, file standardization and integrity are usable and
       REQUIRED fields indeed have entries! The file would thus
       be checked prior to shipment and upon arrival. This yet to
       be developed utility should be placed in the public domain.
       For example, the verifier program could check to make sure that
       the short description is not too long for BBS use. It could
       check for the lack of an entry in the suggested BBS name. It
       could check for lack of author phone number and address or even
       lack of zip code! Only if ALL criteria are present would the
       verifier generate a UNIQUE verification number embedded within
       the file which guarantees reasonable usability by a vendor. The
       verifier program forces the author to provide COMPLETENESS OF
       THE README FILE.

       4) The embedded SIF verification number is generated and stamped
       into the file and is perhaps a CRC check which contains an algorithm
       to integrate the exact SIF file length, program name and perhaps
       author phone number. The verifier could generate a blank ASCII
       form on disk for the author to fill in with any ASCII text editor.
       The purpose of the verifier is NOT to check for virus infection but
       to check for AUTHOR COMPLIANCE with reasonable standards of README
       SIF file information most needed by vendors.

       5) To further support this standardization the largest shareware
       vendors (e.g., PC-SIG, Public Brand, PSL, others) would
       collectively develop and consider use of this system. The ASP and
       large BBS systems (HAL PC, EXEC PC, Compuserve, Genie) would
       improve and otherwise endorse the system whose file format and
       description would remain in the public domain. Since these
       organizations collectively maintain mailing lists of most known
       shareware authors, a single postal mailing and BBS posting
       as to this concept and its intended date of conversion could be
       done to ensure comfortable compliance. All software tools,
       verifier, example forms and theory of the program would be
       available for use on conversion date. The SIF file format would
       also allow rapid automated extraction of author address
       information from a large volume of disks, another benefit which
       could for the first time standardize a single author address
       directory.

       6) It is hoped that high quality applications which can
       convert, use, search and sort this standard format will come
       into being. One could envision a standard USER front end
       which would access the field names and data automatically, thus
       ensuring consistency across shareware disks for the end user!
       A different package would aid disk vendors and BBS systems in
       processing incomming disks.

       7) To continue development of this system it is suggested that a
       version number be appended to this proposal. The following file
       format is now known as SIF Version 1.0.  A file header within
       the SIF file notes the current version of the SIF standard and
       some form of verification number as to author compliance. This
       helps automated programs in processing the data.

       8) A requirement for submission is that the file MUST be
       spelling checked by automated or manual means and certified as
       such by the author. This is a sorely needed requirement.

       9) Conversion target date for this system could be January 1,
       1992. This could allow time for discussion in the community,
       realignment of shareware disks in libraries and minor adjustment
       of shareware packages by authors.

       10) If there is interest in this proposal, please submit your
       ideas or revisions on DISK in ASCII to Jim Hood at the above
       address by June 1, 1991. Compiled results on disk in ASCII will
       be immediately forwarded to all respondents and submitted to
       the Summer Shareware Conference for further discussion.

       11) An example SIF file follows. Modifications are encouraged.
       The format structure is placed in the public domain.
       --------------------------------------------------------------

       SIF V1.0 Shareware Information File. Verified #030D91CHM7

       :PROGRAM NAME: MegaBase

       :VERSION: 3.65S

       :COPYRIGHT: (c) 1989-1990, TubbonWare Assoc.

       :PART NUMBER: 1

       :OF TOTAL PARTS: 3

       :SHORT DESCRIPTION: dBase III compatible database for engineers.

       :LONG DESCRIPTION: A relational database which performs all
       major database functions plus unique engineering features such
       as Log-Log graphing, statistical analysis, multiple windows,
       custom macro overlays and addressing of XGA screen graphics (if
       available.) Handles memo fields, custom importing, mail
       merging, graphing in 14 graph types, custom dialer and over
       one billion records. PC Programmers Magazine best choice!

       :SHAREWARE/PUBLIC DOMAIN/FREEWARE/COMMERCIAL (S,P,F,C): S

       :INSTALLATION INSTRUCTIONS: For monochrome systems, at DOS prompt
       type INSTALLM. For color systems type INSTALLC.

       :STARTUP INSTRUCTIONS: After installation, type  GO

       :CATEGORY: Database, relational

       :KEYWORDS: Database TubbonWare Machine Mega Megabase

       :HARDWARE REQUIREMENTS: 640K, expanded memory, graphics card,
       mouse, hard drive.

       :SOFTWARE REQUIREMENTS: MSDOS 3.0 or higher, Windows 3.0

       :REGISTRATION FEE(S): $65.00

       :REGISTRATION INCLUDES: Bound manual, free update, telephone
       support, clip art file.

       :FILES ON THIS DISK AND DESCRIPTIONS:

       MB.EXE         Main program
       PRD.SGG        Printer Driver for Epson Printers
       REGISTER.TXT   Registration information
       UT.EXE         Self extracting utilities and support files
       INSTALL.BAT    Installation program

       :AUTHOR NAME: Bill J. Smith

       :AUTHOR COMPANY NAME: TubbonWare Inc.

       :AUTHOR ADDRESS: POB 1322, Cashinhand, OK 99999

       :AUTHOR DAY TEL: [phone]

       :AUTHOR EVE TEL: [phone]

       :AUTHOR FAX: [phone]

       :AUTHOR COMPUSERVE ID: 232,33449

       :AUTHOR GENIE ID: BIL/LSm.th.

       :REQUIRED COMPUTER SYSTEM: MSDOS/PCDOS

       :SUGGESTED BBS NAME: MBAS365A.ZIP

       :LAST UPDATED: 1/2/93

       :GENERAL DISTRIBUTION/AUTHORIZATION INFO: All American and
       Canadian shareware disk vendors and BBS systems are authorized
       to distribute this program for a period of five years and must
       contact the author at least once per year for continue
       authorization to distribute this software. All USA computer
       clubs may similarly distribute this product. No distribution fee
       in excess of $10 may be charged.

       :ASP DISTRIBUTION/AUTHORIZATION INFO: (Reserved for ASP use)

       :SPECIAL AUTHOR COMMENTS: This program has been accepted by 36
       shareware disk vendors and has received awards in Compuserve
       Magazine and rated a consumers best buy in Computer Shopper
       Magazine. A worthwhile addition to your library!

       :VENDOR PROCESSING REMARKS: (Reserved for vendor/BBS/computer
       club use)

       :SPELL CHECK VERIFIED BY AUTHOR: BJS 1/3/92

         -------------------------------------------------------------
                          Letter from Jim Goode
         -------------------------------------------------------------

                           THE TECHNICAL GROUP, INC.
                                    SUITE B
                             4545 INDUSTRIAL DRIVE
                            SPRINGFIELD,  IL  62703
                             [phone]  VOICE
                              [phone]  FAX
                             COMPUSERVE 70274,3274

                              CONTACT: JIM GOODE

                  WANTED: ENTREPRENEURIAL AUTHORS/PUBLISHERS

       The Technical Group is a new listing on the SMS database and,
       for lack of a more appropriate term (I guess), we have been
       classified as a Dealer (D).  That is true.  We ARE actively
       seeking shareware and we hope to become a major force in our
       particular niche (more about that later). But first, I'd like to
       take a small amount of time and eye-strain to tell you a bit
       about us, our goals, and (most importantly) how we might be able
       to put together some mutually-profitable pursuits.

       I have been involved with computers for some twenty-six years.
       The other day I happened to recall that the first system I knew
       was a Honeywell 110. No monitor, keyboard, hard drives, etc.
       Just a punched card reader, printer and three clunky 800 bpi
       tape drives.  It was some eight or nine years before I saw a
       keyboard, much less a CRT (monitor) in a work environment.

       In 1981, I made the supreme plunge and purchased a TRS-80 Model
       III (128K, I believe, two floppy drives, and a little Epson
       printer). With that monstrous system, I began publication of a
       newsletter entitled MICRO MOONLIGHTER.  Over its life of some
       five years, MICRO MOONLIGHTER acquired a subscriber base of some
       3,000 and was recognized nationally as the one publication that
       was specifically targeted to those who wanted to turn their
       investment in a personal computer into a source of full or part
       time income. The newsletter became a launching pad for a number
       of other related enterprises.  Paul & Sarah Edwards (Sysops of
       the Work-At-Home Forum on Compuserve) and I produced an audio
       cassette album entitled PUBLISHING A NEWSLETTER FOR PROFIT; I
       published books such as NEW PROFITS IN WORD PROCESSING by Jessie
       Gunn Stephens and THE INFORMATION BROKER'S HANDBOOK by John H.
       Everett and Elizabeth Powell Crowe (Now in print from TAB Books
       as INFORMATION FOR SALE).

       As a natural spin-off of the newsletter, books, et al, I
       developed a seminar entitled MOONLIGHTING WITH YOUR COMPUTER
       that was presented twice a month in the Dallas area over a
       period of three years  and then went on the road for several
       successful dates.  Alas, due my mother's poor health, I was
       forced to shut down the entire business and make a quick
       relocation from Dallas to Nashville.  The intervening years have
       been most interesting (an old Chinese curse isn't it?).
       However, due to a Fall 1990 marriage, I am now located in
       Springfield IL.  Some three months ago, I hooked up with a
       fantastic business partner (Patrice Laughlin, President of The
       Technical Group [yep ... I'm Vice President]) and we are now in
       the process of resurrecting MICRO MOONLIGHTER NEWSLETTER AND THE
       MOONLIGHTING WITH YOUR COMPUTER SEMINAR.

       The newsletter will be promoted via the traditional methods such
       as print ads in such publications as PC MAGAZINE and HOME OFFICE
       COMPUTING, direct mail appeals, and by papering the world with
       news releases.  However, we are also preparing a SUPER sample
       issue that will be distributed via SHAREWARE CHANNELS.  The
       newsletter will take advantage of HYPERTEXT techniques and the
       first issue will probably utilize the BLACK MAGIC system to
       drive the format.  MICRO MOONLIGHTER will still retain its
       original editorial content and goals ---- to present realistic
       and creative methods of earning income at home with a computer
       as the focus of the business; keeping the computer entrepreneur
       aware of services, products, and specific areas of opportunity;
       and showing how creative others have been in carving their own
       niche in the Information Society. There will be no get-rich-
       quick hype --- no tent meeting atmosphere. Just solid, usable,
       information.

       OUR FIRST NEED THAT, PERHAPS, YOU CAN SUPPLY IS THIS:

       We are seeking good articles and/or continuing series for
       publication in MICRO MOONLIGHTER. The articles can address most
       any aspect of working from home with a computer as the focus of
       the business.  Since we are in the midst of the Information
       Society, the newsletter will largely present innovative ways to
       create, process, and market information products.  Such products
       embrace such areas as creating and marketing software (SHAREWARE
       is a natural); capitalizing on one's special talents, knowledge,
       and/or abilities and marketing such to others as books, advice
       (consulting), or specialized services; and in short any system,
       technique or innovation that will honestly help someone to
       become successful in his/her own enterprise.

       Article Requirements are:

       1. Maximum length for a single article is 30K bytes. Authors
       should submit both a printed version (double-spaced, please) and
       a copy on diskette in generic ASCII (no embedded word processor
           codes, etc.).  For the ASCII version, the line length should be
       55 characters.  For a continuing series, each installment should
           conform to the above restrictions.

       2. Though the newsletter will be copyrighted, the author will
           retain all domestic and foreign rights to the material once it
       has     appeared in either the print or magnetic version of MICRO
       MOONLIGHTER.

       3. Payment to the author will largely depend upon just what the
           author expects from the article.  If an author has an
       information     product of his/her own that would lend itself to
       promotion via an     article or on-going series, we have no problem
       with producing a Sidebar along with the article which will
       clearly describe the     products and/or services offered by the
       author.  The Sidebar will clearly tell the reader how to contact
       the author via mail, phone, fax, or BBS (The author can write
       the Sidebar and provide as much or as little of such info as
       he/she sees fit.)  The only caveat here is that the article
       cannot be one super sales piece alone! The piece should honestly
       present solid information to the reader --- the products and/or
       services offered by the author should be complimented by the
       article.  For such a promotional piece, there     will be no payment
       to the author.  The compensation comes from the exposure of the
       author to a wider audience.

       For non-promotional pieces, payment will be made for our one-
       time     use of the material. Since we're in a start-up, a specific
       schedule of payment rates has not been established, however
       beginning rates will range from 2 to 5 cents per published word.
       Naturally we expect payment rates to rise as the subscriber base
       grows.

                      OTHER AREAS OF OPPORTUNITY

       So much for the basics of MICRO MOONLIGHTER NEWSLETTER.  As
       mentioned above, another product of The Technical Group is the
       MOONLIGHTING WITH YOUR COMPUTER seminar.  While we have produced
       the seminar as a public vehicle (i.e. held as a public session
       and promoted via direct mail and print advertising), we are now
       involved with the production of the seminar as a service to
       several large clients.  As of this writing (May 21, 1991), we
       are negotiating with Illinois Bell to produce the seminar under
       their auspices as a part of their experimental Work-At-Home
       Center in Chicago. Illinois Bell is rather innovative in opening
       this center which is designed to present the telephone company's
       products and services to those who work from their home. (Yes,
       the big players are finally recognizing that this is fast
       becoming a huge potential market!)

       In addition, we are also presenting the seminar to several large
       companies for their use in their out-placement services to their
       laid-off employees. Now, in addition to learning how to write a
       resume and survive an interview, the employees will be able to
       take the alternative route of, in effect, creating their own job
       by forming an information technology business.

       We are in CONTINUING NEED of products that can be offered to the
       seminar registrants.  In the trade, these are known as back-of-
       room products. Such products, at least for our needs, may
       consist of books, newsletters, magazines, software, databases --
       - in short, ANYTHING that would be a natural tie-in to the
       seminar's agenda of presenting ideas and resources for those who
       wish to create their own at-home business with their computer.
       If you are the creator of such, please send along a sample of
       the product, any promotional literature about the product, the
       retail price, and proposals of your discount to us.  Important
       to our use of the products in the seminar format will be your
       ability to ship quantities of 25 - 100 of the item on short
       notice.

       These same products would also make nice additions to our retail
       catalog which will be made available to subscribers of MICRO
       MOONLIGHTER.  All products listed in the catalog will be sold on
       a drop-ship basis.  We will receive the order from the customer,
       take out our discount and send the net for the product to you
       along with a pre-addressed shipping label. Your only
       responsibility is to quickly ship the product to our customer.
       Inherent to doing business via drop ship is the recognition that
       the customer is OUR CUSTOMER and is not be added to your files
       for future mailings, etc.

       For those of you with SHAREWARE that you would like to have
       distributed via the newsletter or the seminar --- PLEASE SEND A
       COPY ALONG ASAP!  For the seminars, we would like to provide the
       registrants with a nice little package of SHAREWARE as a part of
       the freebies that we normally provide. If you are a developer of
       SHAREWARE that will fit our needs and would like to send
       something along for evaluation, then PLEASE DO!  In this
       respect, our listing in SMS is true --- we are distributors.

                   BOOK AUTHORS  ----  TAKE NOTE!

       We have a high interest in developing HYPERTEXT books which
       address a wide range of subjects - but, again, concentrated in
       the area of entrepreneurship.  Let's face it, books don't
       normally lend themselves to the SHAREWARE concept simply because
       there is not normally a good incentive for a customer to
       register the product.  In effect, the customer has the entirety
       of the product when he has the disk-based text.  Now, some of
       you really creative types may have some products in mind
       which would offer some incentive for registration, but for
       argument here, let's assume we're looking at a typical book
       product.

       Now, HYPERTEXT offers some really nifty departures from the
       normal serially-produced and read book.  The reader can
       determine how the material is presented to him/her and take side
       trips to explore whatever interesting areas that may be
       presented.  In addition, such products as Black Magic allows for
       the integration of graphics; the calling of DOS or software from
       within the "book"; and a pile of unique types of nodes to make
       the "book" supremely interesting and useful to the reader.

       We would like to undertake the publication and marketing of such
       "books" to as wide a range of consumers as possible within the
       next few months. Authors are aware that standard book contracts
       normally provide that the publisher receive the lion's share of
       the retail price of the book and the author receives only a
       relative pittance in royalties on each sale.  With our
       publication of Hypertext "books", we would like to reverse that
       royalty schedule!

       This document is not the place to present the specifics of such
       a publishing contract, however WE ARE INTERESTED in what you may
       have as a finished product or work-in-progress that would lend
       itself to such a publishing venture.  Please send your finished
       product on disk, printed text, outline, or proposal along for
       our evaluation.   We will certainly get back to you quickly on
       how we might be able to work together!

       However, DO send for our author's guidelines. Therein, we will
       explain, in detail, the information products we seek and how you
       can best tailor your efforts to meet our requirements.

                 OPPORTUNITIES NOT INCLUDED ABOVE

       The above areas present only a light sketch of what we are
       about.  Should you have available ANYTHING that remotely
       resembles our areas of interest, please take the time to tell us
       about it and perhaps even suggest how we might be able to help
       each other.

       We are MOST INTERESTED in examining ANY project, idea, proposal,
       etc. which we might be able to pursue jointly for our mutual
       profit. DON'T BE SHY ABOUT CONTACTING US!

       In case you have lost the top of this document by now, rest
       assured that you can reach Jim Goode at the Technical Group,
       Inc., Suite B, 4545 Industrial Drive, Springfield, IL  62703
       [phone] (Voice) or [phone] (Fax) --- CompuServe
       70274,3274.

         -------------------------------------------------------------
                          Letter from David Batterson
         -------------------------------------------------------------

                   THOUGHTS ON SHAREWARE  By David Batterson
              3 Village Circle, San Rafael, CA  94903; 479-8960.
                    (Tech Writer and Author of PC REVIEWS )

       I'm not your typical shareware author.  I'm not a programmer,
       and am only moderately skilled at writing batch files. However,
       I managed to get my PC REVIEWS accepted by shareware
       distributors, including several of the big guns: PC-SIG, Public
       (Software) Library, The Software Labs, $izzleware, Softshoppe
       and Micro Star. PC REVIEWS is information, not an application,
       specifically hands-on reviews of PCs, software and peripherals.
       I try out the product, and then write about it.  Simple enough.

       I have had the same frustrations as ALL shareware authors.  I'll
       add to some of those expressed by Timothy Campbell of Pinnacle
       Software, in VERSION 90.WI.5 of THE $HAREWARE MARKETING $YSTEM.
       For instance, it took me about a YEAR to finally get accepted by
       PC-SIG. I think I ran up against the same incompetent person
       that Timothy did in the PC-SIG library. Yes, he lost my original
       submission, took months to reply to the next one, refused to
       return phone calls, letters or FAX messages, etc.  But I
       persisted and finally won acceptance there, after dealing with a
       new person. (That oaf is no longer employed there, I'm happy to
       say.)

       Let's look at the company Timothy gave a rating of AAA+.  The
       Software Labs is a first-rate shareware organization; I have
       found none better. Librarian Jim Horowitz makes personal calls,
       and sends individual, personal (not form) letters! I'm quoting
       his letter verbatim, which arrived with a copy of the latest
       catalog:

       Dear David,

       Thank you for sending me the latest version of PC REVIEWS.
       Also, thank you for returning my phone call.  I'm sorry I was
       out when you called.  I wanted to let you know that I've
       included PC REVIEWS in our current (Spring 1991) catalog.
       You'll find it at the top of the middle column on page 76.

       I think you do a terrific job in creating your reviews and I'm
       pleased to carry it.  PC REVIEWS previously appeared in our
       catalog, but we had to discontinue it when a year and a half
       went by without receiving an update.  Please keep us updated so
       we can continue to release the latest version.

       Since I spoke with you last, The Software Labs has grown
       significantly to where we are now one of the largest Shareware
       distributors in the world.  Many of the Shareware authors we
       represent through our catalog tell us they receive more
       registrations through us than any other Shareware distributor.
       I hope we can do the same for you as well.

       Best regards,

       (signed)

       Jim Horowitz

       Jim is a class act in the shareware distribution business.  When
       Jim left a phone msg., he also urged me to call the 800 number.
       Which brings up another irritation.  Some of the people who
       answer the phones at shareware companies object when you call on
       the toll-free 800 order line. If I'm providing a FREE disk to
       shareware companies, I'm sure not going to call back on the toll
       line.  Some order-takers will take a message, and say they'll
       have the librarian or program evaluator call back. More often
       than not, the person does NOT call back.  I still say:  use the
       800 number ALWAYS.  If they won't accept such calls, then use
       mail or FAX instead. More and more shareware companies are
       publishing FAX numbers for orders. To me, those FAX order
       numbers are E-MAIL numbers too. I don't have a FAX machine, but
       instead use MCI Mail to send FAX messages fairly cheaply.  I
       recommend doing the same.  Or use the FAX capability on
       CompuServe, GEnie, DELPHI and the other online services.

       If you subscribe to online e-mail services, make use of them
       too.  I only know of ONE company that publishes its CompuServe
       ID, and that is Nelson Ford's Public software Library (PsL).
       I've contacted Ford via CompuServe (using the MCI Mail gateway).
       I'd sure like to see more CompuServe, MCI Mail, GEnie, PRODIGY,
       Internet and other e-mail addresses available for authors to
       contact shareware companies. Anybody got a list of these? PsL
       has a pleasing monthly catalog too, with newsy bits of
       information. They send a catalog automatically, each time you
       mail an update.  No update that month, no catalog; fair enough.

       Automated Systems of Little Falls, NJ, sent me a friendly form
       letter, along with THE $HAREWARE MARKETING $YSTEM disk.  Project
       Manager Jane E. Semeraro had a unique closing paragraph:

       "If there is anything that we can do that you think would help
       get more users to register their shareware programs, please let
       me know and I will bring it up in our next meeting."

       I haven't responded yet, but plan to do so.  Maybe shareware
       companies and authors can put their heads together and create a
       standardized registration form to be used by all.  This form
       (like the one in THE $HAREWARE MARKETING $YSTEM) would be added
       to every shareware disk. The variables would be the name,
       address and fee, and name of the shareware co. (so we can track
       the origin).  What's so difficult about doing this?  It just
       takes an author and/or company to take the lead.  Timothy
       Campbell, Kevin King, Jim Horowitz, Jane Semeraro...??

       Now a thought on README files.  I like the idea of sorting the
       files to put README on top, after doing the EN sort.  I prefer
       README.TXT or READ.ME, but that's splitting hairs (and dividing
       rabbits). An alternative I use, along with a short READ.ME and a
       long README.TXT, is a README.COM file.  I created it with
       THEDRAW, the super ANSI graphics program. THEDRAW lets you
       create colorful screens, and save them as .COM programs. It's
       not difficult to do.  It saves the new user from figuring out
       how to read a text file too. I once created a README.ANS file on
       disk, with ANSI animation.  I then told them to:

       A:> TYPE README.ANS

       The problem is that novice users didn't have DEVICE=ANSI.SYS in
       their CONFIG.SYS file, and didn't know how to do this!  So the
       command wouldn't always work.

       A final thought:  PACKAGING.  Now you may wonder why a shareware
       disk needs to look fancy, when only the shareware company sees
       it. I'll tell you why.  If you want to stand out from the crowd,
       and look professional when you first submit your program to a
       shareware co., then dress up that disk! Create a unique disk
       label using a DTP program and laser printer.  I use Publish It!
       Then create a large label (about 3 x 4.5" or so) to put on the
       sleeve.  Print them on COLORED labels or paper stock. When your
       distinctive disk arrives in the mail with a pile of other
       submissions (with sloppy, hand-written labels), it WILL get
       noticed.  Of course, you don't HAVE to repeat this once the disk
       has been accepted.

       I'm getting tired (as I write this at 2:17 a.m.), so this
       contribution is now ended.  Happy shareware marketing!
       A press release regarding PC Reviews follows:

           LATEST VERSION OF "PC REVIEWS" SHAREWARE DISK RELEASED;
              PC REVIEWS ALSO ADDED TO THE SOFTWARE LABS CATALOG

       San Rafael, CA--The latest version of PC REVIEWS, a book-on-a-
       disk containing hands-on reviews of PCs, software, peripherals
       and computer books, is being distributed to shareware software
       distributors.

       The Software Labs in Los Angeles, one of the largest shareware
       distributors, recently added PC REVIEWS to its Spring 1991
       catalog.  Jim Horowitz of The Software Labs said that PC REVIEWS
       author David Batterson does a "terrific job in creating his
       reviews and I'm pleased to carry it."

       PC REVIEWS is also distributed by PC-SIG, The Public (Software)
       Library, Micro Star, $izzleware and other shareware companies.
       It is also available on many BBSs as REVIEWS.ZIP.

       The author is a tech writer and business consultant, and has
       previously written articles and reviews for many computer
       publications.  For more information, contact the author at 3
       Village Circle, San Rafael, CA  94903; 479-8960.

         -------------------------------------------------------------
                          Sample Vendor.doc file
         -------------------------------------------------------------

       (Editors note: the following file was provided by Praireware
       whose address is in the database. It shows a rather NICE
       layout for a file VENDOR.DOC which appears on a shareware
       disk. The point is, a file like this QUICKLY gives a reviewer
       or disk vendor the VITAL STATISTICS about your disk in a clean
       precise manner. A vendor.doc or readme file like this is an
       exceptional way of helping vendors and users get to the
       vital statistics quickly!)


                               MATCH (Ver. 2.01)
                          Copyright (C) 1990 SOFTWEST
                              All Rights Reserved.

                      V E N D O R    I N F O R M A T I O N
                     --------------------------------------

                                 (VENDOR.DOC)

                         Last updated:  November, 1990

       This file provides information for Shareware Distributors, Disk
       Vendors and Computer Clubs who wish to distribute the MATCH 2.0
       package.

       BBS SYSOPs:  Please refer to the SYSOP.DOC text file for
       information.

       Individual and Company Users:  Please refer to MATCH.DOC for
       information.

       Part 1:  Program Information:
       =============================

       Program Name, Category, Keywords:
       ---------------------------------

            Program: Match 2.0 - File Comparison Utility
            Keywords: MATCH FILE TEXT COMPARE DIFFERENCE UTILITY C SOURCE
                      ASP SHAREWARE

       Short Description:
       ------------------

            Match 2.0 is a text file comparison utility.

       Long Description:
       -----------------

            Match 2.0 is a text file comparison utility, which can
            compare either two files, or files in two directories.  Many
            features, including wildcards, pagination, screen pausing,
            ignore case/ whitespace.  Handles very large files (up to
            65535 LINES, not bytes).  Registered users receive source
            code for both MSC 5.1/6.0 and Turbo C 2.0.

       Registration Information:
       -------------------------

       Registered users are eligible for technical support via phone,
       FAX, or CompuServe e-mail, and will be automatically notified of
       major new releases.  Registered users also receive a disk
       containing the latest version of the program, including source
       code for both MSC 5.1/6.0 and Turbo C 2.0.

       Author/Publisher Information:
       -----------------------------

       SOFTWEST is a small software company owned and operated by Tom
       Crosley since 1978.

       Please feel free to contact me at any time if you have any
       questions, comments or suggestions.  I can be reached by mail at
       the following address:

            Tom Crosley
            SOFTWEST
            5120 Campbell Avenue, Suite 216
            San Jose, CA  95130

       I can also be reached by voice or electronically as follows:

            Phone:        [phone]
            FAX:          [phone]

            CompuServe:   70205,533

            Internet:     [e-mail]

       Part 2:  Distribution Requirements
       ==================================

       Individuals who wish to distribute the MATCH 2.0 package to
       friends or associates may do so in accordance with the
       restrictions outlined in MATCH.DOC.

       Distribution Restrictions:
       --------------------------

       As the exclusive copyright holder for MATCH 2.0, SOFTWEST
       authorizes distribution only in accordance with the following
       restrictions.  Please refer to the additional information listed
       below which is specific to ASP and non-ASP Disk Vendors, Computer
       Clubs, and Disk-of-the-Month style distribution.

       The MATCH 2.0 package is defined as containing all the files
       listed at the beginning of the MATCH.DOC file.  If any files
       listed in the MATCH.DOC file, or the MATCH.DOC file itself, are
       missing, then the package is not complete and distribution is
       forbidden.  Please contact us to obtain a complete package
       suitable for distribution.

           o  The MATCH 2.0 package - including all related program
              files and documentation files - CANNOT be modified in any
              way and must be distributed as a complete package, without
              exception.  The MATCH.DOC file contains a list of
              all files that are part of the MATCH 2.0 package.

           o  No price or other compensation may be charged for the
              MATCH 2.0 package.  A distribution cost may be
              charged for the cost of the diskette, shipping and
              handling, as long as the total (per disk) does not exceed
              US$10.00 in the U.S. and Canada, or US$15.00
              internationally.

           o  The MATCH 2.0 package CANNOT be sold as part of some
              other inclusive package.  Nor can it be included in any
              commercial software packaging offer, without a written
              agreement from SOFTWEST.  For information on
              combining the MATCH 2.0 package with related programs
              to form a "disk-set", please refer to the information
              below for ASP or non-ASP Disk Vendors.

           o  The PRINTED User's Guide may not be reproduced in whole or
              in part, using any means, without the written permission
              of SOFTWEST.  In other words, the disk-based
              documentation may not be distributed in PRINTED (hardcopy)
              form.

           o  The MATCH 2.0 package cannot be "rented" or "leased"
              to others.

           o  The person receiving a copy of the MATCH 2.0 package
              MUST be made aware that each disk or copy is ONLY for
              evaluation, and that SOFTWEST has not received any
              royalties or payment for the product.  This requirement
              can be met by including the complete MATCH 2.0
              package, which contains any appropriate registration
              reminders.

           o  The person receiving a copy of the MATCH 2.0 package
              MUST be made aware that he or she does not become a
              registered user until SOFTWEST has received
              payment for registration of the software.  This
              requirement can be met by including the complete
              MATCH 2.0 package, which contains any appropriate
              registration reminders.

           o  SOFTWEST prohibits the distribution of outdated
              versions of the MATCH 2.0 package, without written
              permission from SOFTWEST.  If the version you have
              is over twelve (12) months old, please contact us to
              ensure that you have the most current version.  This
              version (2.01) was released in November, 1990.

           o  U.S. Government Information:  Use, duplication, or
              disclosure by the Government is subject to restrictions as
              set forth in subdivision (b)(3)(ii) of the Rights in
              Technical Data and Computer Software clause at
              252.227-7013.

       The following additional information and restrictions are
       intended for Shareware Distributors, Disk Vendors, and Computer
       Clubs who wish to distribute the MATCH 2.0 package.

       ASP Associate (Disk Vendor) Member Information:
       -----------------------------------------------

       Vendors who are ASP Associate Members in good standing are hereby
       given permission to distribute the MATCH 2.0 package in
       accordance with the Distribution Restrictions listed above.  ASP
       Associate Members (often called "ASP Approved Vendors") in good
       standing do not need to request permission to distribute this
       package.

       This permission is in effect until or unless we notify you
       otherwise, in writing.

       If your address, as listed in the ASP Vendor Catalog is
       incorrect, please send us your current address so we can ensure
       that you always have the most current version (mailed in a sealed
       envelope).  ASP Associate Members in good standing will receive
       free upgrades for all shareware products developed and
       distributed by SOFTWEST.

       ASP Vendor Members - Disk Sets:
       ~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~

       ASP Vendor Members who wish to distribute the MATCH 2.0 package
       as part of a collection (such as PsL's MegaDisk set, or a CD-ROM
       package) may do so provided that all the other restrictions
       listed above are met.

       Other (Non-ASP) Disk Vendor Information:
       ----------------------------------------

       Shareware Distributors and Disk Vendors who are not ASP Associate
       Members, but who wish to distribute the MATCH 2.0 package must
       comply with the following restrictions (in addition to those
       listed above).

       In order for us to ensure that only current versions are
       distributed, we require that you request permission from us
       (SOFTWEST) to distribute any of our products.  Since permission
       is routinely granted, you may begin distributing the MATCH 2.0
       package immediately after sending in your request.  You don't
       need to wait for confirmation from us before beginning
       distribution.  If, for any reason, your request is denied, you
       must cease distribution immediately upon notification.

       You may not list any of our products in advertisements, catalogs,
       or other literature which describes our products as "FREE
       SOFTWARE".  Shareware is "Try-Before-You-Buy" software; it is not
       free.

       When making your request please ensure that we have your correct
       address and phone number, as well as the name of the person we
       may contact if necessary.

       Other (Non-ASP) Vendors - Disk Sets:
       ~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~

       Vendors (non-ASP Vendor Members) who wish to distribute the MATCH
       2.0 package as part of a collection (such as PsL's MegaDisk set,
       or a CD-ROM package) must obtain permission from SOFTWEST prior
       to beginning such a distribution.

       If you would like to apply for ASP Associate Membership, simply
       write to the following address and request a Vendor Application
       Package:

            Executive Director
            ASP
            P.O. Box 5786
            Bellevue, WA  98006
            U.S.A.

            or send a e-mail message via CompuServe MAIL to ASP
            Executive Director 71327,2051.

       Computer Clubs:
       ---------------

       Computer Clubs and User Groups wishing to add the MATCH 2.0
       package to their disk library may do so in accordance with the
       Distribution Restrictions listed above.

       If the version you have is over twelve (12) months old, please
       contact us to ensure that you have the most current version.

       If you would like your Computer Club or User Group to be placed
       on our mailing list for future upgrades to any of our products,
       please contact us for complete details.  Our address, phone
       number, and CompuServe User ID number are listed above.

       Disk-of-the-Month (or Subscription) Distribution:
       -------------------------------------------------

       If you would like to distribute the MATCH 2.0 package as a
       Disk-of-the-Month, or as part of a subscription or monthly
       service, then the following restrictions apply:

       ASP Associate (Disk Vendor) Members in good standing are hereby
       given permission to distribute the MATCH 2.0 package under the
       Disk-of-the-Month style of distribution.

       Others (non-ASP Members) must contact us in advance to ensure
       that you have the most current version of the software.

       You cannot use a Disk-of-the-Month distribution to use up your
       inventory of old (out of date) disks.  Only current versions may
       be shipped as Disk-of-the-Month disks.  This version (2.01) was
       released in November, 1990.

       CD-ROM and Other Collections:
       -----------------------------

       If you wish to add any of our programs to a CD-ROM or other
       collection, please check the release date of the version you
       have.  If the version is over six (6) months old then please
       contact us to ensure that you have the most current version.
       This version (2.01) was released in November, 1990.

       ASP Vendor Members have permission, in accordance with the
       information listed above under "ASP Associate Member Information"
       to add any of our programs to a CD-ROM or other collection.

       Other Vendors, Distributors and Clubs must comply with the
       restrictions listed above under "Other Disk Vendor Information".

       Please Help Us Serve You Better:
       --------------------------------

       We would appreciate copies of anything you print regarding MATCH
       2.0.  Please send us a copy of any reviews, articles, catalog
       descriptions, or other information you print or distribute
       regarding the MATCH 2.0 package.  Thank you for your time and
       assistance and for supporting the shareware marketing concept.

       Please refer to page 2 for our mailing address and phone number.
       Thank you for your support!

         -------------------------------------------------------------
                          Letter from Dawn Radcliffe
         -------------------------------------------------------------

                            SOFTWARE MARKETING TIPS

                                Dawn Radcliffe
                                  DR Software
                              7754 Skyline Drive
                           Sherrills Ford, NC 28673

       ABOUT THE AUTHOR

       I am a new shareware author and president of DR Software. My
       first program, "The Auto Doctor," diagnoses the causes of car
       problems. It is an aid to people who want to do their own car
       repairs. It also helps to make you a better educated consumer
       when you take your car in for repairs. I have several other
       programs in various stages of completion.

       In preparing to enter the shareware field, I have been searching
       for information about successful strategies. By studying what
       others have done, I hope to duplicate their successes and avoid
       their failures. As the old saying goes, "those who fail to learn
       from history are condemned to repeat it." It can take a lot of
       trial and error to learn what works and what doesn't.

       Since there is very little published information about shareware
       (aside from the $hareware Marketing System, of course), I have
       looked into the literature on commercial software. While
       commercial software marketing differs from shareware, there is
       much we can learn from our professional counterparts. This
       report summarizes the information I have collected.

       PRODUCT SUPPORT

       If you want to market your software to businesses, support is
       very important. The work and data a program produces can have
       much more value to a company than the program itself. They can't
       afford to run into a problem and not have a way to fix it. You
       may have heard DP professionals say "no one ever lost a job
       buying from IBM." IBM got to be the colossus of the computer
       industry by offering the best service. When a company bought
       hardware or software from IBM, they were virtually guaranteed
       IBM would do anything it took to make it work to the customer's
       satisfaction. For this service they got a premium price.

       Most software companies today provide support by telephone. It
       provides the immediate response customers want while being cost
       effective for the software company. Most of these companies
       staff the help lines with the least skilled (and therefore least
       costly) personnel they can get by with. They usually can't
       afford to tie up product developers answering calls. This may be
       an area where shareware companies can outdo the big guys. If the
       same person who develops the program supports it, customers will
       get better answers to their questions.

       A small set of questions get asked over and over again on the
       help lines. The amount of time spent answering these questions
       can be minimized by making up a list of stock answers you can
       read off to the customer or by providing an automated response
       line. You can buy cards for your PC that play recorded messages.
       The customer can punch buttons on their telephone to indicate
       which problem they are having and then listen to the recorded
       solution. If their problem isn't on the list they either hold to
       talk to a real person or they are given another number to call.
       Support also could be provided via a bulletin board system.

       Product support can be a money making operation. In fact, it
       isn't unusual for some programs to bring in more money in
       support fees than what the program sold for in the first place.
       You can charge the customer a fixed fee to provide support for a
       given period or charge then by the call. If you get a 900
       number, the phone company takes care of the billing for you.

       The communication you get with your customers while providing
       support can be very important to the success of your program.
       Some of the benefits include:

       - Finding out what problems your program has so you can fix
      them in future releases.

       - Getting suggestions for new features people would like to see
       in your program or ideas for new programs.

       - Opportunities to sell other products to your customers.

       The need for direct support can be minimized by making your
       product easy to use. The ideal is to design the program so well
       that it is obvious to the user what it does and how it works. If
       you can't attain this ideal, aids like online help and tutorials
       will allow the user to learn on their own and work around
       problems. The next step down the ease of use ladder is to
       provide good documentation so the user can read the answers to
       their problems. Many, perhaps most, users will try all these
       avenues before calling for help.

       Testing your software also can help to prevent problems that
       would require support. The first step should be for you, the
       program author, to go through the program very carefully. Check
       all paths for the menus, check the accuracy of calculations,
       check that it runs properly with various hardware
       configurations. The next level of testing should be done by
       other people. You may be too familiar with the product to
       anticipate ease of use problems or people may try to use the
       programs in ways you didn't anticipate. This second level of
       testing should be done with people you know and trust. Don't
       just distribute the program and expect the users to do your
       testing. If your program has serious problems, it may get a bad
       reputation that it will never live down even if you later fix
       the problems. Worse yet, YOU may get a bad reputation and people
       may not look at other programs you write. Also, you can't count
       on getting feedback. Looking into an empty mailbox day after day
       as you wait for registrations may tell you something about your
       program, but it isn't very specific feedback.

       Most of the big software companies offer training on the use of
       their products. It probably won't be practical for shareware
       authors to provide the type of classroom education that big
       companies provide, but we may be able to find innovative ways to
       do it. You could:

       - Produce a training videotape.

       - Conduct the training via a BBS.

       - Provide training via telephone.

       - Provide a tutorial or training mode in your program.

       In the early days of computing, programs were written for
       specific applications. Every computer was supported by a
       programming staff and there were few programs that were used at
       more than one location. Today, the situation has swung the
       opposite direction. Most programs are written to be general
       purpose so they can be sold to as many people as possible. There
       remain, however, many users whose needs are not adequately met
       by this "one size fits all" approach. Programs often need to be
       customized. The big programming companies either ignore this
       market or charge an arm and a leg for customization. Shareware
       authors may be able to make money by offering to customize their
       programs for more reasonable prices than the bug guys.

       PROMOTION

       There are very few products of any sort that sell themselves.
       Promotion is necessary to let people know your program exists
       and then to convince them it is worth purchasing.

       Advertising is the key to reaching large numbers of people. The
       big players often spend more money advertising a program than
       they do developing or manufacturing it. It is important to get
       your product in front of as many customers as possible. Most
       shareware authors can't afford to advertise in any significant
       way. This is probably the biggest problem for shareware. Most of
       the people who would be interested in your program will never
       even hear of it.

       Here are a few ideas for getting maximum exposure for your
       product:

       - Send it out to as many shareware distributors as possible so
       you get listed in their catalogs.

       - Send "press releases" to magazines announcing your product.
       Make it read as much like other product announcements in the
       magazine as possible. The editor may have a hole he needs to
       fill and you have provided material he/she can drop right in.

       - Send your program to reviewers. Don't limit yourself to the
       computer magazines. For example, if your program is for
       gardeners, send it to the magazines that gardeners read.

       - Write magazine articles. This works especially well if your
       program has some new programming technique or represents a new
       type of application. Slip a mention of your product into the
       article or mention it in the author biography.

       - Write a blurb for the business section of your local newspaper
       announcing the founding of your new company or the release of
       your new product.

       - Join together with other shareware authors and split the cost
       of an ad. Suppose that 50 shareware authors got together and ran
       a full-page ad in BYTE offering a set of demo disks of their
       programs for nominal cost. You could put tens of thousands of
       copies of your program in circulation.

       - Give presentations at users' groups, trade shows, etc.

       If you decide to advertise, don't choose a magazine strictly on
       the price of the ad. Find out the circulation of the magazine
       and divide that into the ad price. This gives you the cost per
       reader. If you advertise in more than one magazine, put a key in
       the address you use in the ad (for example, Dept. SMS) so you
       can tell which magazine the response came from. Now divide the
       price of the ad by the number of orders to get the cost per
       order. Even minor changes in wording have been shown to cause
       big differences in response rates for ads so experiment a
       little. By testing your ads you can fine tune your advertising
       strategy to give you the most bang for the buck.

       Many publishers give discounts to advertising agencies. Making
       up a name for your personal ad agency and printing up some
       letterhead is often all it takes to get the discount.

       Many studies have shown that direct mail is more effective than
       other forms of advertising. People open the envelope (at least
       some do) and see only your pitch rather than opening a magazine
       and being innundated by hundreds of ads. The trick is to reach
       people that are interested in your product. There are a number
       of companies that sell mailing lists where people have been
       selected on almost any attribute imaginable. If you can get a
       good list and develop an effective brochure, you may be able to
       sell your program by direct mail.

       Many companies make money selling mailing lists of their
       customers to other companies. Perhaps we shareware authors could
       exchange customer lists. A person who has registered one
       shareware program is probably a good prospect for others. To be
       fair to people who don't want their name on these lists, you
       should provide a box on the registration form for your shareware
       which allows them to choose not to be on any lists.

       Commercial companies of all sorts work very hard to present the
       proper image to the public. Think about the number of ads you
       have seen that play up the company or the way you will feel when
       using the product rather than the advantages of the product
       itself. Customers feel safer purchasing a product from a company
       they know and trust. Perhaps shareware authors should include
       information about themselves or their company in the program
       documentation.

       DISTRIBUTION

       Commercial software is mostly sold one of two ways: in a store
       where a saleman can demonstrate how it works or by mail order. I
       expect a large percentage of mail order sales are also due to
       store demonstrations. Customers take a look at the program at a
       computer store to see if it is what they want and then mail
       order it to get a better price.

       I think shareware is at a big disadvantage because people can't
       just run down to the local computer store to try it out. Sure,
       shareware is based on the "try before you buy" principle, but,
       in practice, people have to: (1) know that shareware exists and
       where to get it, (2) judge a program by some brief description
       in a catalog, (3) pay some small fee to get a copy, (4) wait
       around for it to arrive, and then (5) judge whether it meets
       their needs without the help of salesman, magazine reviews, etc.
       We need to find a way to crack the PC store market. This might
       involve a group of shareware authors getting together to
       distribute copies of their programs to PC stores and agreeing to
       pay the salemen a fair commission for each copy they sell.

       When you distribute your shareware it is important to minimize
       costs. Ask your local post office about third class mail. When
       you do a large mailing to disk distributors you can get special
       bulk rates. You save even more if you presort the mailing.

       Commercial software is often sold by Value Added Remarketers
       (VARs) who put the software together with hardware and services
       to provide a complete package. This is important to customers
       who don't have the time or the expertise to decide what they
       need and how it all fits together. If shareware authors can
       convince VARs to include our programs in these packages, we
       will, in effect, have a sales force pushing our programs.

       PRICING

       Software is a good industry to be in because profit margins are
       higher than almost any other. The cost of a floppy disk and a
       few pages of documentation is very low. The main thing people
       are paying for is the effort you put into writing the program.
       The more copies you can sell, the more handsomely your time is
       rewarded. The key word here is VOLUME. Most programmers would
       like to spend all their time developing the programs and have
       them somehow get out to the customers on their own. The hard
       facts are that the hours you spend marketing your program
       probably pay better than the hours you spend developing it.

       Another unique thing about software is that it can be priced
       according to the utility it provides rather than the cost of
       making it. If you come up with some brilliant new program that
       can save companies millions of dollars a year, they will gladly
       pay you megabucks for it regardless of the fact you can crank
       out copies at 50 cents per disk. This says that you need to
       develop programs that have direct benefit to a customer. If your
       program makes money (or saves money) for them, they will be
       willing to pay money to you.

       The big software companies have found the market to be
       relatively insensitive to price. Lowering the price of a $200
       program to $100 doesn't double sales volumes. As long as a
       program isn't much more expensive than a competitor or has
       features no one else offers, it will sell for a good price.

       Many companies charge a low initial price for their software and
       then keep the customer on the hook for a long time by offering
       upgrades. If each upgrade offers valuable new features and is
       offered at a reduced price to existing customers, they can end
       up spending a substantial amount over time. Since the payments
       are spread out and never too much at one time, it isn't too
       painful. It is also much easier to sell an update to an existing
       customer than to find a new customer.

       When large customers order multiple copies of a program they
       expect discounts. Site licenses provide discounts for volume
       purchase as long as all copies are for a single company at a
       single location.

       DEVELOPMENT

       The easiest market to make money in is one where there is no
       competition. The first company to market with a new type of
       program will reap the benefits. It will take a while for the
       competition to realize the new program represents a profitable
       application category and then much longer for them to develop
       and market their own program. Shareware authors can respond much
       more quickly than commercial companies because they don't have
       the bureaucratic processes of budgeting, planning, legal
       reviews, educating dealers, etc. This fast development cycle can
       allow shareware authors to either be the first to bring out a
       new type of program or to respond to the innovator in a new
       program area more quickly than commercial companies can. Watch
       for new areas (hypertext and multimedia are recent examples) and
       try to be one of the first to bring out programs.

       Really unique ideas may be patentable. There is a lot of
       controversy about whether patents will be good for the computer
       industry, but the courts are generally upholding the principle
       that software is patentable. If you come up with a really
       terrific idea and don't have the resources to make a product out
       of it or the marketing clout to sell millions of copies, you may
       want to consider filing a patent. Once you have started the
       patent application process you can contact the big companies to
       see if they want to license your idea.

       Trademarks are another legality program authors should be aware
       of. If you don't trademark the name of your company and your
       programs, anyone can come along and use them. You may find a
       commercial software company picks one of your names, trademarks
       it, and then sues you for infringing on their trademark. This is
       a no win situation. Even if you are in the right legally, you
       probably can't afford to pay a lawyer and fight it in court. You
       could also find that another shareware author uses one of your
       names. This will cause much confusion among your customers. It
       will probably be a case of one author not knowing the other had
       used a particular name, but, if you haven't trademarked your
       name, you have no legal grounds to tell the other guy to change
       the name he/she is using.

       Add-ons for existing products can be a big market opportunity.
       Things like a spell checker to go with a word processor or a
       flowcharting tool to go with a programming language. You may be
       able to get a mailing list of users of the program you are
       adding on to and send direct mail ads. You may even be able to
       convince the publisher of the main program to place your ad in
       with his documentation or even to buy your program and make it a
       part of his. I think it is likely that software publishers will
       provide "hooks" to allow you to add your code seamlessly to
       theirs in the future. It benefits everyone: the big software
       company has a better product because others can add on all kinds
       of nifty features, the little guys writing the add-ons have a
       ready audience and a smaller program than if they were to try to
       write a whole new application, and the users benefit by having
       more choices.

       Object oriented programming (OOP) seems to be the wave of the
       future. With traditional programming, every line of code was
       typically written from scratch and it wasn't easy to use code
       someone else had written. With OOP it is easier to grab objects
       from many sources and put them together into a program. There
       may be opportunities to write objects that you can sell to
       others for use in their programs.

       The operating system environment is becoming fragmented. DOS,
       Windows, OS/2, the Macintosh Finder, and the many flavors of
       UNIX all are gathering significant followings. The more of these
       operating systems your program runs under, the bigger your
       market becomes. There are programming tools coming on the market
       that allow you to write a single program which can then be
       recompiled for each of these environments.

       Programmer productivity is very important to the big programming
       shops, but probably isn't thought about much by most shareware
       authors. The average programmer produces a very small number of
       lines of code per day. If the number of lines of code produced
       or the amount of work each line of code performs can be
       increased, there will be great savings in the cost and amount of
       time required to write a program. Most of you wouldn't consider
       writing a program in Assembler because it is too difficult and
       time consuming compared to higher level languages like C,
       Pascal, and BASIC. Likewise, these languages are not very
       efficient to write in when you compare them to fourth generation
       languages or CASE (Computer Assisted Software Engineering)
       tools. As an example, look at how easy it is to write a
       "program" using Hypercard on the Macintosh. You drag a few user
       interface controls onto a card, click on a few options in the
       pulldowns, and you have created a simple program. Think about
       how much effort it would take to write the same thing in C.
       There are CASE tools available that are much more powerful than
       Hypercard and that produce either an executable program or
       source code in languages such as C. Using these tools will
       certainly allow you to program faster and, unless you are a
       programming genius, they will allow to put features in your
       programs that you would never have been able to add otherwise.

       CONCLUSION

       I hope you find these tips helpful. If you have comments or
       additional tips, please send them to the Shareware Marketing
       System. Following books and articles of use to shareware
       authors.

       Software Success. Bowen, David (1988) 4684 Blanco Drive, San Jose,
       CA. 95129.  Self-published.

       Marketing by Braille. Robert Clayton, (1991, Jan/Feb). Midnight
       Engineering, Vol 2, Number 1. Published by William E. Gates,
       111 E. Drake Rd, Ste. 7041, Fort Collins, CO 80525.

       Lancaster, Don (1991, Jan/Feb). Mastering the Advertorial.

         -------------------------------------------------------------
                         Second letter from Cave Inc.
         -------------------------------------------------------------
       03 Feb 91

       Dave Byter
       Cave Inc.
       1/2 Fast Rd
       Ritner, KY 42639
       606/376-3137

       Dear Jim,

       Don't take it so hard.  You are just unused to my programming
       style in American English. I wrote the letter to you at the
       same time as I wrote Kevin King, and I've picked apart his
       product too, with the same style of humor.  Be glad that you
       haven't seen what I have to say when I don't like a product!

       But the fact remains that your distribution disk locks out those
       without access to a hard drive or some clever programming.  If
       you hadn't written the book telling authors not to do this
       [twice!], I wouldn't have had your own words to flay you with.
       The common attitude is that the user should have all the latest
       hardware, so that more computer salesmen can become
       billionaires.  I have no use for a hard disk, except to expand
       your file, so I won't be joining the club anytime soon.

       If you are keeping track of pro & con, please move me to the pro
       side. Tentatively. If I didn't think that your program was
       potentially useful, I would have just tossed the disk into the
       "bad examples" box.  You will never hear from those potential
       users who don't like your disk (for whatever reasons, including
       those beyond your control), so don't try to gauge opinion from
       your registrants' comments.

       I still haven't had the time to make your database useable, but
       it's something I'll eventually get around to.  There is ALWAYS a
       software solution, but it might take me a year to write the
       program.  I'll tell you what I think about it then.  I sure wish
       that I had read your tutorial a couple of years ago, tho!

       If you were to cut your file into chunks small enuf to fit onto
       a 360K floppy, it could be easily used by those without hard
       drives.  You could ZIP them all together into one file, since
       PKUNZIP can extract files one at a time.  I presume that any
       database program could easily add the files back together.  Or
       perhaps the solution is for Phil Katz to make his unzipper pause
       and request a new floppy, instead of crashing ungracefully
       [dumping all of the last {and in your case, only} file] when a
       disk is full.

       I think that somebody (not me, I've got better things to do!)
       should help the shareware authors and vendors get together.  You
       have done the best job so far, so of course you get the most
       feedback from me.  I'll leave the adulations to others.  I hope
       that I haven't insulted you so much that you will reject my
       observations.  In any event, I betcha remember 'em.

       What should you do with my disk?  Give SURVEY LAND YOURSELF to a
       friend with a land boundary problem.  Put it on a BBS.  Take it
       to Rainware and ask them why they don't have it in their
       catalog.  You probably don't have the time to read it merely for
       the amusing English.  But if you do, there is more of it in
       KILOBYTERS.  If you can't give the disks away, you can reformat
       them for scratch disks.

       Have you ever played "Flopshoes"?  Shove a pencil into a crack
       in the floor and put the disk on the pencil from 4 paces.  2
       points for ringers & 1 point for leaners.

       My shareware vendor database is in file VENDORS0.TXT in flat
       ASCII format.  The fields are defined in the first record.
       Anybody who knows how to use the DOS TYPE command can read the
       file.  That shouldn't lock anyone out.  Hopefully you can import
       it into your database.  If not, then holler.

       I'm into quality control, so you will see not only a big comment
       field, but also a field to keep track of the last sign of life
       from the vendor.  Lotsa hole-in-the-wall dealers come & go.

       With 3500 records, you need something better than just ABC to
       let authors know who is worth a submission.  I can't afford to
       send out 3500 disks, and if I did, my mail carrier would need to
       buy a bigger jeep.  And it's a mile hike out to my mailbox, so
       I'd need a bigger backpack and a new pair of walking shoes too.
       I don't wanna be big business!

       Go forth & expontntiate

       Dave Byter

       (ed: Documentation states SMS available in floppy size sections
       for those willing to PAY for that version. See file GOODIES.TXT)


         -------------------------------------------------------------
                         Letter from Michael Himowitz
         -------------------------------------------------------------
                       (edited by SMS to conserve space)

       Federal Hill Software
       8134 Scotts Level Rd
       Baltimore, MD 21208
       301/521-4886

       I build into my programs an on-line registration from. It
       doesn't just print a blank invoice, the customer actually
       fills in blanks on screen and prints out the finished order
       form. Although I include a registration form in my manual,
       about 90% of my registrants use the on-line facility. It's
       great for impulse buying, and I don't have to decipher
       terrible handwriting.

       Disk based manuals. Many are terrible. It is a good idea to
       consider using page breaks with 3/4 inch margins for people who
       put the manual in a ring binder.

       I use a print.me batch file which tells the user to set the
       printer, informs user of number of pages to be printed and so
       forth. Be sure to take into account users who will print to
       cranky laserjets which print 60 lines to a page rather than the
       usual 66. Watch out when using IBM extended characters in your
       manuals - they won't print right. Wiser to stick to pure ascii.

       I recommend Avery's LabelPro label printing program which prints
       beautfully and can even import pcx files! I use the laserjet
       version, but a dot matrix version is available. Labelpro also
       has a small database manager which will even accept dBase files.


       Michael Himowitz


         -------------------------------------------------------------
           Additional ideas from Ron Kline, First Financial Software
         -------------------------------------------------------------
                       (edited by SMS to conserve space)

       January 29, 1991

       From: Ron Kline, MBA, CFP
       First Financial Software
       P.O. Box 592967
       Orlando, FL  32859-2967

       Subject: Shareware Marketing Ideas.

       You mentioned the Volkswagon mailing system. I have sent about
       1670 disks this way and only had five damaged. I suggest using
       mailers with a clasp because post office mailing machines
       will not squeeze it hard. Be sure you place the disk on the
       far side of the envelope from the clasp. This is done by
       using 1/2 of a taped file folder or folding printed material
       into the disk jacket.

       I enjoyed the letters from Tim Capbell. What struck me was the
       problem that being treated like a professional is caused by
       authors themselves. Expectations become reality. Instead
       of sending unsolicited disks, have distributors request your
       disks. I use a printed evaluation disk order form as I
       mentioned in my previous letter. Of 464 distributors, 109
       have said they would consider my program. Authors tend to
       take the easy way out. A letter or form forces a distributor
       to consider and act, an unsolicted disk is put on the shelf
       with the others . . .

       The other part of the problem is knowing who we are marketing
       to. Our primary purpoose as authors is to get registrations.

       The distributor's goal is moving disks. We need to present
       distributors features and benefits which help them move
       disks. I do this by using a VENDOR.TXT file submitted with each
       of my programs. This gives vendors a narrative on how to
       move disks from their point of view.

       Ron Kline

       ---------------------------------------------------------------
                         Next letter from Scanlon Ent.
       ---------------------------------------------------------------

         Scanlon Enterprises C 38354 17th St E #CC Palmdale, CA 93550
                               (805) 272 - 4827
                               January 25, 1991

       Dear Mr. Hood,

       As  well as being a shareware author myself, I have taken a stab
       at  shareware distribution (Scanlon Enterprises).  As a vendor,
       just starting out, I  didn't have  funds  to  send  every
       author, (even a  15  cent)  postcard.   Also,  in distributing
       my product (SEBFU), I find myself limited to sending a few
       disks out each month (maybe 6-10). This way, in a year I may be
       able to get as  many as 100 out.  Not all of us authors can
       afford the $500 (or more) to send  each vendor or even just a
       few, such as the ones referred to as 'A' rated.

       I  have  sent  in  a  $10 registration (1  issue  ?,  plus
       latest  database), registration sheet enclosed.

       Also  am  sending  you  a  copy of my  documentation  for  SEBFU
       (batch  file utilities).  If  you would like a copy, please let
       me know, I  am  willing  to trade for registration of your
       Shareware Marketing System.

       Also,  am  interested in knowing how us 'poor' authors can get
       together  with some of you 'rich' ones and maybe share software
       rights for financial support.

       Some things I am working on are:
       Version 3.0 of SEBFU
       Version 3.0 of BCS (Business Contact System)
       Version 3.0 of GMENU (Menu system)
       Version 1.0 of Text Editor
       Version 1.0 of DeMon Dialer
       Version 2.0 of AreaCode
       Version 1.0 of QInvoicer
       Version 1.0 of HomeTools

       I also program in Dbase, Basic, Assembly (some 'C' and Lotus). I
       have  been programming since around 1980, writing such software
       as  an  ATE programming language, assylang+basic interface to
       simulate user playing a slot machine   for  burn-in  testing  of
       slot  machines  (electronic  with   micro processors),  and
       several generic type programs. My weak area  of  programming
       (right now) is in graphics...

       If   you  are  interested  in  offering  financial  support  for
       any  of   my developments,  or in trading same for yours, I
       would be interested.  Also,  am interested  in  any  of your
       ideas for new Shareware products or  in  a  joint venture...

       As to some of your complaints about Shareware Vendors.

       1) Response from vendor for receipt of product

       a) vendor too small to finance response. Many vendors are simply
       too small, and are cash poor to finance a  good rapport with
       authors.

       b) vendors don't care. Many  vendors  are simply after the
       bottom line, money, and  will  only produce  responses  when
       forced to do so. And this response will  be  hard  to elicit as
       many of these vendors get their copy of author ware, from
       BBS's...

       c) vendors aren't aware of good vendor - author relations These
       are the ones to work on, they can easily be notified by  authors
       sending them postcards, suggesting the use of notification...

       2) Catalog descriptions

       Many vendors do NOT have good descriptions, and many have none.
       This is partly our  (authors)  fault.  My suggestion is for each
       author to put a  short,  one line, one paragraph and a long
       paragraph description in their vendor or readme files (or both).
       This will give the vendors the ideal description, plus  offer
       the author some control over what is used in descriptions.

       3) Shareware distribution

       As  long  as  shareware  is considered 'cheap', the  product
       will  be  poorly registered ! We need a good Author backed
       program that is willing to weed  out the distributors who insist
       on sending out disks for practically nothing,  and work  on
       vendors who don't have good descriptions in catalogs. This is
       NOT  to say that Shareware should cost $20 per disk, but let us
       say, what's wrong with $5  ? This will give the vendors a higher
       profit, hopefully this  will  entice them to distribute the
       product better (quality disks and labels), and generate better
       catalogs with emphasis on registration ! By the way, ASP does
       NOT  seem to be aiding the authors to any large extent...

       This  'cheap' distribution price also affect sales to business.
       What  business wants cheap software? Cheap implies 'poor
       quality'

       ** Remailing ???

       You  mentioned possibly paying as much as $3 per disk to mail to
       vendors  (say from  your  data base)... Well, I'd be willing to
       do it for $1.50  /  disk  if enough authors are interested (I
       won't do it for only one or 2).....

       I sincerely hope (despite some possible miss-spellings, even
       though checked on my  spelling checker, may have crept in) that
       this input may be of some  help. Your  data base looks very
       promising, but your other program PC-Learn  doesn't seem like it
       would be useful to me (probably good for beginner DOS users).

       Sincerely,

       Paul Scanlon
       Author SEBFU

       ---------------------------------------------------------------
                           Next item from Cave Inc.
       --------------------------------------------------------------
       Dave Byter
       Cave Inc.
       1/2 Fast Rd
       Ritner, KY 42639
       606/376-3137

       Dear Jim,

       I got a copy of your Shareware Marketing System from Disk-Count
       Data, and have expressed my opinion to Kevin King.  $HAREWARE
       MARKETING $Y$TEM earns the covetted Jack Ascii Award.

       What a pile of donkey dung!  This Hood character goes on about
       being hardware compatible, but he refuses to talk to anyone who
       won't use a hard disk.  To quote from line 269 in TUTORIAL.TXT:

       "Will your program fit in whole or logical portions of standard
       360K floppy disks? This is essential. Don't require a hard drive
       unless the program absolutely needs it. Provide two versions -
       one hard drive compatible and one floppy compatible, but don't
       neglect the big market of users with simple machines.  While we
       are speaking about drives, do not ever hard code a floppy drive
       or directory into your program. Always allow a default directory
       and user selectable switching to other drives and directories.
       If necessary provide either a separate configuration program for
       drives, colors, and options or provide choices from a menu
       within the program. Not everyone's computer is the same as
       yours! The majority of machines out there are probably simpler
       than your machine. "

       and from line 461:

       " Many shareware authors ship large programs in ZIP or ARC
       compressed format. Be sure to thoroughly explain how to unpack
       to single drive systems, double drive systems and hard drive
       systems! Harder than it sounds when you consider the variations!
       Try to construct batch file(s) to unpack or configure the
       program to various systems. As a clue to unpacking to single
       drive systems, instruct the batch file to create a ramdrive,
       unpack the archive file into the ramdrive and then copy it back
       onto a formatted floppy. Conversely, you could copy the archive
       into the ramdrive and then directly unpack onto one or several
       floppies. You get the idea . . . "

       End quote.

       PKUNZIP says that the DATABASE file appears to unpack to about
       1280K bytes, but the compression method is unknown.  I ran out
       of disk space on a 360K floppy in the D's, and I had to read
       what I did get with a sector editor.  It is mostly empty space.
       No danger that I'll steal this database.

       I'm amused by opinions about Shareware Express.  They got a
       solid F from me.  I wonder what they used to sell!  I'd be
       ashamed to appear in their catalog.

       On the other hand, we agree about The Software Labs.  TSL
       produces the most registrations for me.

       PC-SIG is long on promises and short on action.  But their CD-
       ROM is is the prime place for publishing shareware.  PC-SIG is
       in second place for producing registrations.

       Some of the text is a bit rambling, and needs editing.
       Fortunately, this is a simple task with a compuscript.  This
       disk could become the vehicle of communication between
       legitimate shareware vendors and the authors.

       I found it interesting that in line 109 of TUTORIAL.TXT,
       "mapping and plotting of contours" was first on the list of
       desired shareware.  I was involved with that project 20 years
       ago when a computer was this blinking behemoth behind double
       glass walls which ate vast quantities of IBM cards, time, and
       money. The computer couldn't plot a decent contour map then
       either.  I've been promised a copy of a commercial program,
       SURFER, but never got it.

       My observation of shareware vendors is that they naturally
       divide themselves into two sets; those who expect repeat
       business and those who don't.  I suggest that the one best thing
       that a catalog shareware vendor could do to increase sales would
       be to offer a moneyback guarantee of satisfaction with the
       software, on the condition that the disgruntee write a review.
       Think!! Customers would have a reason for confidence in the
       descriptions, rather than expecting to pay two bux for a
       formatted disk full of worthless junk.  The date of the most
       recent update or other sign of life from the author would also
       boost confidence.

       You really oughta read your own propaganda!

       ---------------------------------------------------------------
                      Next letter from Pinnacle Software
       ---------------------------------------------------------------

                      from Pinnacle Software of Montreal
                      WRITER, T. CAMPBELL [phone]
              MAILING ADDRESS: PO BOX 386, MONT ROYAL, QC H3P 3C6

                             January 24, 1991

       Dear Mr. Hood,

       Over the past few weeks, I've had some more thoughts about
       shareware.  When an idea pops into my head, I jot it down,
       hoping that eventually I'll have the time to write it all down
       in a letter to you.  Well, "eventually" has arrived...

       SUBMITTING DISKETTES TO SHAREWARE HOUSES

       Like any shareware author, I try to avoid unnecessary work when
       preparing a mail-out package to shareware houses.  Over the
       years, I've tried a variety of approaches, and I've had to
       conclude that it's a bad idea to just toss a disk into a
       diskette envelope and send it on its merry way.

       Nowadays, the package I send out is comparatively elaborate.
       When I'm preparing first-time mailings, for example, I can only
       produce five packages in one hour.  But when I consider how much
       time I wasted trying to do it the "time-saving" way, I think
       it's worth it.

       My present package consists of the following:

       Four diskettes, containing between 1 to 6 of my programs each.
       Cover letter. Several pages, containing detailed descriptions of
       each program. Reply envelope. Reply form. Cardboard packing
       material to prevent bending. Envelope to contain all of the
       above.

       That's a lot of work.  It's tempting to omit the reply material,
       or the printed descriptions.  But after years of enduring
       various frustrations, I consider it time well spent.

       The Diskettes

       Each diskette contains an easy-install program that lets the
       reviewer enter a single DOS (batch) command to unzip one the
       programs to a hard disk directory.  The instructions for doing
       this appear on the diskette label.  I do this to make it clear
       that each program is a separate program.  (I've had some
       shareware houses list an entire disk full of ZIP files as a
       single product.)

       The cover letter is nothing special, but it does explicitly give
       the shareware house permission to charge up to US $9 for every
       disk they distribute that contains one or more of my programs.

       The Detailed Descriptions

       The detailed descriptions are carefully written according to the
       newspaper "scissoring" method, which is to say that the first
       paragraph provides the salient details, while the subsequent
       paragraphs provide increasing levels of elaboration.  This
       enables the shareware house to use as much or as little text as
       they want, simply by "scissoring off" the paragraphs at the end
       that don't fit their needs.

       I also provide these descriptions as text files on the diskette,
       in case they want to be able to import the text into their word
       processor when preparing their catalog.

       I find that when you take this approach, most shareware houses
       will use the precise text that you submit.  After all, it saves
       them time.  If, on the other hand, you expect them write the
       review from scratch, you will find that they'll omit some
       important details, and in general, write a description that's
       less impressive.

       The descriptions page is also a good place to include
       guidelines.  After numerous irritating misfilings, the page
       describing my Pyroto Mountain package now contains the statement
       "This program is both a communications package and a game.
       Please list it as a communications package."  (Listing Pyroto as
       a game almost guarantees that I won't get any registrations.)
       As another example, the page describing my Miscellaneous disk
       now says, "These are separate programs.  Please list them
       separately, not as a single product".

       Reply Form and Envelope

       As I've mentioned in an earlier letter, most shareware houses
       don't acknowledge receiving disks.  For this reason, I now send
       them a simple reply form (date of receipt?; condition of disks?;
       will you send me a catalog?) and a self-addressed return
       envelope, with THEIR return address in the upper-left corner.

       That return address is important!  When I first started
       including reply envelopes, I'd completed and sealed 10 packages
       when I suddenly realized that I didn't have a "Name of Company"
       space on the reply form!  Oops!  I had to reopen those packages
       and affix a return address label on the reply envelopes.

       All this saves the shareware house time and effort, which makes
       it much more likely that they will acknowledge receiving your
       disks.

       Incidentally, on the reply form, I have the question:  "Will you
       send us the catalog in which our programs appear?"  The choices
       are "Yes" and "Not our policy".  I didn't make the choices Yes
       or No, because "No" sounded awfully brusque; I wanted to make
       sure that nobody would check off "Yes" when they meant, "Yeah,
       probably, perhaps".

       Drawbacks

       In my package, I have about 10 different programs.  I include
       only those programs that I think have some kind of lasting
       value.  Following the "More is Better" philosophy, I used to
       send EVERYTHING I'd written, both major programs and nifty
       little utilities.  But judging by some reactions I've received
       from the shareware houses, it seems that too many programs can
       devalue the whole package.

       This appears to be related to the way in which programs get
       reviewed.  I've found that some shareware houses break up multi-
       disk sets because it would be too much work for one person to
       review.  As a result, the nice, carefully-designed package can't
       make an impact.  Printed documentation gets detached from the
       corresponding diskette.  Or the cover letter goes with one disk
       only, while the people reviewing the other disks assume that I
       simply tossed a diskette into an envelope.  I've even had some
       shareware houses call me up and ask me if I could send the
       package again, because everything had been scattered
       irretrievably in the shuffle.

       The ideal method, I suppose, would be to send each program
       separately. Occasionally, I do get a favourable response to the
       size of my package, since it clearly indicates that I'm a
       serious shareware author and not a dabbler. But ultimately, it's
       the time constraint that makes me send everything in one big
       bundle.

       COMPUSERVE REVISITED ... AND THE TYRANNY OF NUMBERS

       I've long maintained that while CompuServe is a great outlet for
       shareware, we should be careful to keep its usefulness in
       perspective.

       Last month, my program "Areacode Hunter" was listed in the
       CompuServe magazine as one of the "Hot Files".  What made it
       "Hot"?  Well, it was in the IBMCOM section (not a franticly busy
       download area) -- and it had amassed 125 downloads in 2 months.

       125 downloads.  Hardly the stuff of which legends are made.

       Having it mentioned in the CompuServe magazine did have a
       noticeable effect, however.  Within a month, "AC Hunter" had
       jumped to nearly 900 downloads. That was considerably "Hotter".

       Still, if you make the reasonable assumption of a 1%
       registration rate, that means I'll get 9 registrations.  Since
       each registration brings me a profit of about ten dollars, all
       this hoopla will rake in a big 90 bucks.

       Of course, the file won't go "cold" over-night, and certainly I
       must take action to exploit this opportunity in every way
       possible.  I'm not really talking about CompuServe here, but
       numbers.

       While it's great to be downloaded 900 times, it's nothing earth-
       shattering, because of the cold numbers.  I may achieve better
       than a 1% registration rate, but over the years, I found it
       useful to use that figure in my calculations, even if it can be
       occasionally depressing!

       A shareware house told me that they ship 20,000 catalogs in 4
       months. Adjusting for hyperbole and misdirected mail, let's say
       15,000 people receive the catalog, of whom maybe half can be
       expected to read it carefully.  (Half seems like a large
       percentage, but after all, they did pay for the service.) Of
       these 7000 people, let's say 1% order my disk -- from the
       shareware house. These 3500 people should show a higher response
       rate, since they are "pre-qualified", so let's say that 2% of
       them register.

       So following these assumptions, a shareware house that says it
       ships 20,000 catalogs will bring in around 70 registrations.
       Considering the roughness of our figures, I think it is
       reasonable to conclude that I can expect as many as 100
       registrations, or as little as ... none.

       When it comes to market analysis, such as I've attempted above,
       I'm the wrong person to talk to.  I haven't studied the subject;
       I had to pick it up "on the streets" as it were.  So I'd greatly
       appreciate it if somebody else who uses the Shareware Marketing
       System -- who is more qualified --  would be good enough to
       expand on the subject of estimating market penetration,
       distribution effectiveness, and so on.

       All I can say is that my rough calculations above are based on
       my experience. While all this may seem obvious to seasoned
       shareware authors, I know that many beginners think along the
       lines of "Well, if they send out 20,000 catalogs and, like, 10%
       of the people register ... I'll be rich!" Hoo, boy.

       Speaking of numbers, "AC Hunter" is on the current "On Disk"
       diskette distributed by Compute! magazine.  When I asked how
       many get sent out, they tossed around a number like 80,000.
       I'll let you know how it goes.

       ABOUT SMS

       I really love getting my SMS disk in the mail.  As I've
       mentioned before, receiving SMS or a shareware catalog feels
       like "getting a letter from home".

       Moreover, I find the information in SMS is worth its weight in
       gold -- and I don't just mean the addresses.  The "WHATSNEW"
       file is informative, as well as being just plain fun to read.
       Above all, it's good to read information about shareware that
       isn't pandering to vested interests.

       I'm wondering if SMS is saving all the information it prints.
       Will we one day be able to order back-issues?  Or more
       realistically, will we one day see an SMS anthology of ideas?

       (ed: for now, everything stays in SMS. One day when/if the
       files grow too large, I will archive older items. Currently
       all issues from day one are archived. Thanks for complimnts.)

       "NOT OUR POLICY"?

       Every shareware author wants the shareware house to mail back a
       copy of the catalog in which his program appears.  On the flip
       side, this is a drag for the shareware house, since there
       doesn't seem to be any money in it.

       I would like to point out that while there's no direct profit,
       there are still several good reasons.

       When an author receives a catalog, he doesn't flip through it
       idly -- he zooms through, looking for his programs.  And he
       scrutinizes each review carefully.  This scrutiny is provided
       free of charge.

       I've written back to shareware houses to point out minor errors
       -- and few major ones.  It's the major errors that they really
       want to catch.

       After all, if customers order programs and find that they don't
       match the descriptions, they are much less likely to order
       again.  I don't know how much business is repeat business, but
       if the listings aren't accurate, I'm sure that will have an
       effect.

       I would go so far as to suggest that shareware houses include a
       reply envelope.  With half the work already done for him, the
       author would probably report even minor problems, such as typos.
       (Some shareware houses have truly horrendous proof-reading.)

       CONCLUSION
       If anybody is interested in downloading some of my shareware,
       they can call my BBS at 514-345-8654.  It supports any baudrate
       up to 9600 V32, and you can start downloading software
       within 30 seconds of connecting!

       Sincerely,
       Timothy Campbell President Pinnacle Software
       17 Jan 91

       ---------------------------------------------------------------
       Next some questions from Dawn Radcliffe, 7754 Skyline Drive,
       Sherrils Ford, NC 28673.

       Dawn is just starting as a shareware author and has some
       perceptive questions and thoughts. I have attempted to briefly
       answer Dawn's questions and invite others to respond.
       ---------------------------------------------------------------

       How much money does the average shareware program bring in?
       (ed: tough question; depends on the program and marketing
       effort the author puts into the adventure. With reasonable
       quality programming and marketing, I would guess maybe breakeven
       the first year comparing your cost to income produced. Then
       maybe $500 to $3000 the second year depending on your niche.
       From there possibly more as the program is revised and
       gains greater market share. Patience and persistance is the
       key. This OPTIMISTIC scenario assumes you really get out
       there and market your shareware.)

       Obviously some programs make millions whille others never get a
       single registration, but what is typical? (ed: there is NO
       typical case, each program is a case by case basis.) Is it a
       lucrative business for most, or is it something you should go
       into only if you are motivated by something other than profit?
       (ed: for MOST authors, NO it is not lucrative. As to your
       motivation, I think you should author shareware for three
       reasons: the education, the opportunity to make a little
       income, and the stroke to the ego.)

       Is it generally more profitable to spend your time writing a
       very sophisticated program or several smaller, simpler ones?
       (ed: depends on the author, but my opinion is that a shareware
       author should attempt to market MANY programs all having
       the characteristics of depth, quality and feature richness.)

       Is it better to write a program for an established market (for
       example a word processor) where there are many potential users,
       but much competition, or to dream up some new application which
       may have fewer potential users, but no competition? (ed: for
       the new author, I would say find a new application niche and
       go up against the established applications only after you are
       seasoned.)

       Does it pay to write new releases of a program? (ed: that's
       where the real money is! Updates and revisions from existing
       customers!)

       What is the cheapest way to package and distribute software?
       (ed: suggest you read Homecraft's book on marketing shareware,
       see the Homecraft ad in the SMS file WHATSNEW.TXT elsewhere
       on this disk.) How can you get professional-looking
       documentation printed cheaply? (ed: while your local printer
       may be a reasonable source, suggest you consider joining the
       ASP and ask other authors their preferences on documentation
       prep services. In addition, the Homecraft book discusses this.
       Also invesitgate ads in the back of shareware magazine.)

       Is there any central clearinghouse which can provide your
       shareware to large numbers of distributors? (ed: this
       is the holy grail everybody has tried at one time or another.
       SMS Net and various BBS routes let you post your file to many
       BBS systems with reasonable success. But no, there really is
       not one central clearinghouse for this young industry. Best
       bet is do a lot of mailings direct to the disk vendors
       yourself using the SMS database, and join SMS Net.)

       Are there companies that market independently developed
       software? (ed: a few such as power up and others will
       evaluate your program if it is stunningly good. However,
       be careful because many of these houses can research your
       concept and then use their in house programmers and marketing
       staff to steal your idea and bring it to market. Overall I
       am not aware of many. Others authors might have additional
       suggestions . . .)

       It seems it should work like the publishing industry
       where anyone can write a book at home and then submit it to a
       big publisher who can put it in the bookstores across the
       country? (ed: big difference between having a publisher
       give you an advance and royalty payments for your written
       work and the "vanity publishers" which charge you a sum to
       print a small sum of books which they do not market after
       the initial press run. Unfortunately the shareware industry
       is young and quite a bit different than book publishing.)

       Is it important to allow people to register shareware by
       telephone or to accept credit cards? (ed: initially I would say
       don't worry about credit card sales the first year. Investigate
       it as an option only after your volume builds.)

       Does advertising pay off? For example, would a classified ad
       in the back of Computer Shopper be likely to generate enough
       orders to pay for itself? (ed: my opinion is save the money on
       ads and spend it on postage to circulate samples of your program
       to boards, clubs and distributors. Several shareware authors
       have commented to me that they put all their money back into
       magazine ads each month and only went into the black when they
       got back to their roots distributing a DISK (not an ad) to
       clubs, vendors and BBS systems.)

       -------------------------------------------------------------
                   From Ron Kline, First Financial Software
       -------------------------------------------------------------

       January 15, 1991

       From: Ron Kline, MBA, CFP
       First Financial Software
       P.O. Box 592967
       Orlando, FL  32859-2967

       Subject: Shareware Marketing Ideas.

       The following ideas are based on my 6 month experience as a new
       shareware author. I believe the first order of business for any
       new author is what I call the Distributor Accumulation Phase.
       Given that you have a good bug-free program which has an appeal
       to personal computer users. Since I was once a stock broker, I
       know that method of marketing, which is the same for shareware.
       Get as many prospects as possible to hear your story. Since a
       percentage will buy, the more prospects the more buyers. The
       distributors are the means of exposing your program to the
       prospects.

       Since there are about 500 Shareware Distributors (that I know
       of), not even counting BBS, Computer User Groups and Foreign
       Distributors, it can become very expensive to send copies of
       your programs to all. I send an Evaluation Disk Order form with
       a letter to prospective distributors and copy of my evaluation
       form (examples follow, ed.). This allows distributors who are
       interested in my programs and who evaluate programs (some don't)
       to order the programs. I find I have gotten about a 50% positive
       response rate (saving distributon costs to uninterested
       distributors). I list the status of programs ready for
       distribution and also the status of planned programs for the
       future.

       Since I have not yet tried this on many BBS or Computer User
       Groups, I don't know how well it would work there.

       I have found that the foreign distributors tend to be more
       professional than most U.S. distributors. They will acknowledge
       your correspondence and provide help. Don't know yet about
       registration responses as you mentioned being bad.

       Relative to the actual shareware program:

       In general, I try to make it as easy for the prospect to
       review the program.

       Put the running instructions on the disk jacket. The disk is in
       the drive and the label cann't be read easily.

       Program an automatic demonstration of the program where the
       prospect needs only to press return to review all major areas.
       They then can go back to areas of interest and know what
       features are available.

       Don't have any pauses where the screen goes blank. If it is
       computing, write an on-screen note to that effect. Similiarly
       when changing from program to program say on-screen 'loading
       next module, etc'.

       I have tried many shareware programs where either the program
       locks-up or you can't exit without turning off the computer.
       This tells me many authors do not test their programs before
       distribution.

       I provide in 2 places (in the program and as a separate file) an
       order form (See ORDER.FRM). While I'm not interested in being a
       disk-distributor and wish to support them, I allow for the
       ordering of evaluation disks of my programs. I try to charge
       enough ($5/disk) to not compete with the distributors, but low
       enough to allow for this service to the prospects (more so to
       the pass along prospect)

       Since I have more than one program, I have a Master Menu Program
       to allow for the running of all programs from one menu. This
       requires a hard-disk and I provide it as a benefit of
       registration for no charge.

       Relative to distributors: I think they need to be more consumer
       and less hacker oriented. I would like to see more feed-back on
       programs distributed and the suggestions of their customers as
       to the type of programs and features they want. I find most
       distributors do not provide any information at all.

       Some comments on specific distributors.

       I find Kevin King of Disk-Count Data very professional and
       responsive.

       I have had only Public Brand Software of Indianapolis not want
       to distribute my programs. Their reason was only that they
       didn't have enough space in their catalog. I feel this is not
       the real reason and plan to look into it further. While they
       have a very thorough system of review, it takes a long time to
       be accepted or rejected.

       Example contact letter directed to shareware distributors:

       September 29, 1990

       Dear  ____ :

       During my market research, I came across your name as a
       Shareware Distributor.

       Our programs in the FPLAN - FINANCIAL PLANNER SERIES are
       currently being distributed by over 100 major distributors.

       For your consideration, I have enclosed our Evaluation Disk
       Order Form. Listed is a description of our shareware financial
       programs and their current status. If you think your customers
       would be interested in these programs and you review submissions
       from authors, please complete and mail the form.

       Thank you in advance for your support and I welcome any
       suggestions you may have to improve our shareware. I'm looking
       forward to a long mutually profitable relationship.

       Sincerely,

       Ron Kline, MBA, CFP Certified Financial Planner
       Member Association of Shareware Professionals

       Example order form to request evaluation disks:

       FPLAN - FINANCIAL PLANNER SERIES - EVALUATION DISK ORDER FORM
       ---------------------------------------------------------------
       Check Item(s)
       Ordering  Program Name (Ver) & Description   Current Status
       ---------------------------------------------------------------
       ____1. Personal Financial Planner (2.0).[2 Disks]: * Avail Now
         Basics of Total Financial Plan (Includes all major
         areas of the following more detailed programs).
       ____2. Basic Budgeting (1.0):...................  Final Testing
         Tracking Income & Expenses, Assets, Liabilities
         & Net Worth. Make up your own bill payment slips.
       ____3. Capital Needs (Life Insurance) (2.0):....* Available Now
         Amount of Financial Assets needed to support
         dependents in case of death.
       ____4. Education Funding Analysis (1.0):........* Available Now
         Requirements to provide for education costs.
       ____5. Income Protection (Disability) (2.0):....* Available Now
         Financial Situation if injured or disabled.
       ____6. Loan Financial Analysis (1.0):...........  Being Written
         Installment Loans, Credit Cards, Charge Accounts, etc.
       ____7. Property Financial Analysis (1.0):.......  Being Written
         Equity Sharing, Mortgage (Refinance, Extra Pmts,
         Compare), Rent vs. Buying and Reverse Mortgages.
       ____8. Retirement (2.1):........................* Available Now
         Requirements for financial secure retirement.
       ____9. Special Situations (1.0):................  Being Written
         Pension/IRA Distributions, Income Taxes, Estate
         Taxes, Investment/Savings Analysis, + Others.
       N/A 10. Master Menu for HARD-DISKs:..............* Available for
         Provided for No Charge with/Registration. Allows    Registered
         running of all registered programs from one menu.   Users Only
                        (Requires Hard-Disk)
       ---------------------------------------------------------------
       Program Facts:

       Author is a member of ASP and a Certified Financial Planner
       (CFP). Company has been providing professional software to
       Financial Planners for over 10 years. Current Shareware
       Programs being distributed world-wide by over 100 Major
       Shareware Vendors. Each program disk has 20 to 30 Pages of
       comprehensive User-Guide Documentation.

       Registration is $ 30.00 for each Program. (Except Free
       Master Menu). Registration provides Free 800 Telephone
       Support, Free Upgrade to latest version, 20% discount after
       the first FPLAN Program and a 50% discount on future upgrades.
       ---------------------------------------------------------------

           Your Name:..... ________________________________________

           Company Name:.. ________________________________________

           Address:....... ________________________________________

           City/State/ZIP: ________________________________________

           Phone Number:.. (_____) ___________________

       Please Mail this Form       :                              :
       (or Call 1-800-736-4920):   :   Ron Kline, MBA, CFP        :
                                   :   FIRST FINANCIAL SOFTWARE   :
                                   :   PO BOX 592967              :
                                   :   ORLANDO, FL  32859-2967    :
       ---------------------------------------------------------------
         FPLAN - FINANCIAL PLANNER SERIES - REGISTRATION/ORDER FORM
       ---------------------------------------------------------------
                                               Check Item(s) Ordering
                                              .......................
                PROGRAM NAME (Version)        REGISTRATION  EVAL DISK
       ---------------------------------------------------------------
       1. Personal Financial Planner (2.0)..[2 Disks] ____ ...... ____
       2. Basic Budgeting (1.0):..................... ____ ...... ____
       3. Capital Needs (Life Insurance) (2.0):...... ____ ...... ____
       4. Education Funding (1.0):................... ____ ...... ____
       5. Income Protection (Disability) (2.0):...... ____ ...... ____
       6. Loan Financial Analysis (1.0):............. ____ ...... ____
       7. Property Financial Analysis (1.0):.......... ____ ..... ____
       8. Retirement (2.1):........................... ____ ..... ____
       9. Special Situations (1.0):................... ____ ..... ____
       10. Master Menu for HARD-DISKs (No Charge with/Reg.)...... ____
       (Note: Disks only available in 5 1/4 format)

       Number                                                 Amounts
       ----- REGISTRATION(S) @ $ 30.00 each program:...... $ _________
       ----- EVALUATION DISK(S) @ $ 5.00 each:.............. _________
       ----- FPLAN COMMERCIAL VERSION DEMO KIT @ $ 5.00 ea:. _________
                                                           -----------
                                                           -----------
                    SUB-TOTAL:............................ $__________

           LESS DISCOUNT (If Applicable):................. $ _________
             (Prior Registered Users: 20% off New Programs -----------
               & 50% off Revisions of Registered Programs)
                    SUB-TOTAL:............................ $ _________
           ADD SALES TAX (If Applicable):.................   _________
             (6% for Florida Residents)                  ..............
                                                         :            :
           TOTAL SUBMITTED:............................. : $ _______  :
                                                         :............:
       Make Check or Money Order Payable to: FIRST FINANCIAL SOFTWARE

           Your Name:..... ________________________________________

           Address:....... ________________________________________

           City/State/ZIP: ________________________________________

           Phone Number:.. (_____) ___________________

           Best Time(s) to CALL: __________________________________


        MAIL CHECK or MONEY ORDER AND COPY OF THIS ORDER FORM TO:
                    :                              :
                    :   FIRST FINANCIAL SOFTWARE   :
                    :   PO BOX 592967              :
                    :   ORLANDO, FL  32859-2967    :
                    :                              :


         -------------------------------------------------------------
                   Second letter from Pinnacle starts here:
         -------------------------------------------------------------

                                               January 2, 1991

       Dear Mr. Hood,

       Thanks for the subscription to your valuable SMS service.  I
       have a few more items that you may find interesting.

       New Distributor

       I didn't find this one in your database, so here it is:
       MicroForum of Toronto.  I've enclosed some reference material.

       They seem to be promoting the "Rack o' Shareware" approach, in
       which a distributor doesn't sell to customers, but sells ready-
       made bundles of pre-selected shareware and freeware programs,
       packaged inexpensively in celluloid envelopes, which the store
       hangs on racks and sells for $5 each.  May I be so bold as to
       dub this "Rackware"? I know there's another (small) Rackware
       operation in Montreal (I'll get you the address), and of course,
       PC-Sig and WizardWare have their Rackware operations. There must
       be a lot of 'em out there, and they should be distinguished from
       traditional disk vendors. (ed: Microfourm is at 944/A., St Clair
       Ave W., Toronto, Onatario, Canada M6C 1C8,  tel [phone])

       I'm not sure the MicroForum people are Shareware Believers,
       though.  They mention Shareware once in the ad, but don't really
       explain that the software doesn't really cost whatever the rack-
       price is.  Judge for yourself.  I think some stores may be
       surprised when they get complaints.  On the other hand, one
       would expect that by now, store owners know what shareware is.
       Though I'm sure many still haven't made the distinction between
       shareware and "Really Good Free Stuff".  And I'm sure they don't
       explain Shareware to every one of their customers.

       For the Goodies File

       I like your idea of "Goodies" (i.e. programs and services
       specifically for Shareware authors).  With that in mind, I'm
       enclosing my "Pinnacle Help" product.  I believe you'll find it
       interesting.  I think it deserves a place amongst the "Goodies".

       Soft A'Ware has decided to include Pinnacle Help in its catalog
       "as a public service" (to quote Mr. Van Valkenburg).  I was
       naturally very pleased to hear this, knowing how exclusive and
       practical their catalog is.

       Soft A'Ware Revisited

       I noticed that you have Soft A'ware listed also as SOFTAWARE.  I
       asked Mr. Van Valkenburg about this, and he said that the
       SOFTAWARE address is one of his, but essentially duplicates the
       SOFT A'WARE address.  You may want to ask him about this and
       save us authors some postage. (corrected! ed.)

       Ideas Update

       In my last article, I mentioned some ideas I'd tried that do and
       don't work.  I'd like to mention the idea of "Bannerware" (a
       term that was coined, I believe, by Public Brand Software).

       "Bannerware" doesn't actually ask you to send money to register
       the product, but advertises your name.  It may mention some
       other products and suggest that you order them.

       Personally, I have found pure Bannerware to be of little use.
       Some of my products, such as my "Hands Off!" burglar alarm
       system, are essentially Freeware, but describe some other
       products, and give appropriate prices.  Some of my Bannerware
       products offer a "Grab-Bag of Shareware" for a reasonable price,
       along with all the usual hoopla that you write to convince the
       reader that it's the Second Coming.

       It doesn't seem to work very well.  I figure it this way:

       1)   People are already skeptical about reading advertising on
       their computer. They'd rather see it from a source they can
       trust, like on a commercial in the middle of reruns of "I Love
       Lucy".

       2)   The main reason, I think, is that in order for people to go
       through the drudgery of mailing out a cheque, they need
       something tangible that they actually need.  Most computer users
       won't mail out a cheque "just to see".

       I find this to be a general principle in shareware.  People want
       to get something tangible back -- of known utility -- even if
       it's only a nice "Thank-you" letter. This is surely why the
       Association of Shareware Professionals frowns upon those authors
       who cash registration cheques and never even send a letter of
       acknow-ledgement. At the most basic level, Shareware means, "I
       gave you something you like, so please give me something back".
       Viewed this way, it might be called "Guiltware". (i.e. "I worked
       so hard on this!  Won't you please send me money?"  This is of
       no big concern to the user, is it?

       I believe that in fact, Shareware means, "I gave you something
       you like, so you know that if you send me something, you'll get
       a little something more".  This "something more" might be
       printed documentation, assurance of product continuation,
       additional features, a say in the product design ... whatever.

       Getting back to Bannerware, I have found that that a variation
       does work slightly better.  In some of my shareware offerings, I
       offer to throw in my "Grab-bag", or selected products, if the
       registree adds a few extra dollars.  After all, he is alrady
       mailing off a cheque, so why not check off a little box and
       simply make the cheque a little bit bigger?  This does net me
       some extra cash, though less than I would have expected.  I have
       some ideas for improving my return on this method, and I'll let
       you know how it goes...

       Cross-Border Mailings

       Here's a technique that works with the Canadian Postal Service
       that will probably work anywhere.

       When I mail diskettes to the U.S., the package has to pass the
       scrutiny of the customs officials.  So I have to affix a small
       tag explaining the contents and value of the envelope.  Now
       theoretically, if the package contains 3 diskettes, I should
       mark a "Value" of maybe a dollar.  After all, that's what the
       diskettes cost me.

       However, for the past 5 years, I've always written "ZERO", and
       I've never had a package returned.  It occurs to me that some
       authors out there might be giving themselves unnecessary grief
       by writing a positive value on the envelope, which may result in
       the package being held for pick-up at the customs office at the
       other end of its journey.  I figure it this way:  I do not mark
       the cost of the envelope, even though it cost me a few cents.  A
       diskette is nothing but a digital envelope, isn't it?

       I've had a few people tell me I shouldn't do this.
       Nevertheless, although the label on my envelope clearly reads
       "CONTAINS COMPUTER DISKETTES.  VALUE $ZERO", I've never raised
       an eyebrow down at customs.  So if you've had grief because of
       cross-border mailings, maybe this tid-bit will help you.

       Sincerely,
       Timothy Campbell President

         -------------------------------------------------------------
                 PINNACLE SOFTWARE'S COMMENTARY - First Letter
         -------------------------------------------------------------

                    PINNACLE SOFTWARE'S COMMENTARY (c) 1990
                        (A shareware software diatribe)
                      from Pinnacle Software of Montreal
                      WRITER, T. CAMPBELL [phone]
              MAILING ADDRESS: PO BOX 386, MONT ROYAL, QC H3P 3C6

       SHAREWARE MARKETING BACKGROUND -- WHO THE HECK I AM

       From my standard corporate blurb (for magazine people and
       others):

       Pinnacle Software is a computer consulting company based in
       Montreal, Canada.  It was founded in November of 1985 by Timothy
       Campbell.  In January of 1986, Mr. Campbell started work on the
       Pyroto Mountain BBS program, Pinnacle's first shareware
       offering.  Since that time, Mr. Campbell has written numerous
       shareware programs is generally considered to be the most
       prolific shareware author in Canada.

       Prior to setting up Pinnacle Software, Mr. Campbell founded
       Canada's first coast-to-coast consumer telecomputing service,
       which many called "The CompuServe of the North".  Mr. Campbell
       is a self-taught programmer and has been coding since 1971.

       So much for the official line.  In informal terms, I write
       shareware -- a lot of it.  I'm not a big shareware superstar.  I
       pay the rent with my registration money -- sometimes.  Much of
       the money I get goes back into building up my potential for
       registrations.  As time goes on, I plow more and more of it in,
       finding that the "free advertising" of shareware is merely a
       pretty myth.

       A WORD OF WARNING

       As my last remark may have indicated, I'm quite cynical about
       shareware. Even though it brings in nice, crinkly, spendable
       money, I am distressed by the amount of misinformation and
       disinformation you can find out there.

       So when I write about shareware, I tend to push in the opposite
       direction. Call me a curmudgeon. It's a dirty job, but
       somebody's gotta do it. So even if, in the following text,
       I seem very "down" on shareware, bear in mind that I've been
       doing it for 5 years, and though I keep threatening to give it
       up and get a real job, I keep at it.

       Shareware is my chosen mode of expression, and brings in a good
       chunk of my revenue.

       SHAREWARE DISTRIBUTION POINTS -- MY PERSONAL RATING METHOD

       Let's start by saying that the variable quality of our outlets
       goes 'way beyond the "ABC" rating system of the Shareware
       Marketing System project (hereinafter referred to as SMS),
       though I gather that the subjective nature of rating makes the
       "ABC" system one of the few that's feasible.

       I rate the shareware houses in my head, but to make it clear how
       I think about them, I suppose I could organize my ratings
       according to this system:

       X X X
       │ │ │
       │ │ │
       │ │ └─ ACCURACY  (A) SUPER (B) AVERAGE  (C) POOR   (?) UNKNOWN
       │ │
       │ └─── ATTITUDE  (A) KEEN  (B) AVERAGE  (C) CRASS  (?) UNKNOWN
       │
       └───────── SIZE  (A) BIG   (B) AVERAGE  (C) SMALL  (?) UNKNOWN

       PC-SIG I'd give a rating of AAC.  They're big, they push
       shareware hard, but I've run into numerous problems dealing with
       them (which means I have to watch them every time I send in a
       disk).

       Little T&Z Software (have you heard of them?), get CAC.  They're
       as keen as all get-out, sending frequent letters to authors --
       even a Christmas card! Their one-sheet catalog, crammed full of
       teensey lettering, however, is just too compact to provide
       people with an accurate view of the products.  This is somewhat
       different from making actual mistakes; they just don't give
       people a chance to judge what a product does, so the potential
       buyer can't accurately make a decision on what to get.  (I
       haven't heard from T&Z for a while, so I assume they've pulled
       up stakes.)

       Shareware Express, which SMS gives a big warm "A" rating, gets a
       ?D? rating from me.  Yes, "D" for "Beyond Crass".  I've sent
       them many a disk, and my last one even included a cover letter
       asking them why they never acknowledge receipt of my disks.  I
       really dislike shareware houses that don't realize that the
       authors are their primary resource.

       The Software Labs I give a rating of AAA+.  Not that I haven't
       had the odd difficulty there.  For example, they latched onto my
       software and never got in contact with me -- I had to track THEM
       down.  But I knew it would be worth it, because they were doing
       SOMETHING right.  I got a significant majority of my
       registrations from them (of the regs that came from shareware
       houses -- more on this later).

       SHAREWARE DISTRIBUTION POINTS -- MY PERSONAL LIST

       Before SMS, I had to work hard to find out where to send my
       disks.  Now that I've got the SMS database, I'll be able to mail
       to my heart's content --until the posties get sick of seeing me
       at the post office.

       So my list is rather short in comparison to the SMS list.
       Nevertheless, I think there's a message hidden in my data that
       says something about the attitude of the people to whom we
       authors send our diskettes:

                   Column 1: Used to keep track of the latest
                             product that I have sent these people.
                             Prevents sending duplicate disks.

                   Column 2: the month in which I mailed the software

                   Column 3: the month they acknowleged!

                   Column 4:"-" means they've acknowledged at least
                             once before

        LATEST   OUT  ACK   CURRENT MONTH IS:  DECEMBER

        FREE31   SEP    - Gemini Marketing Inc., 5 Montgomery Crescent,
                          Roxboro, Quebec H8Y 1H3, 684-3522,
                          Barry Dufresne
        FREE31   SEP      Gemini Marketing Inc., P.O. Box 640, 200 1st
                          St., Duvall, WA, USA 98019-0640
        FREE31   SEP    - Micro-Mart Computer Center, 792 Hamilton
                          Street, Somerset NJ, USA 08873
        FREE31   SEP    - PC-SIG, 1030D East Duane Avenue,
                          Sunnyvale, California, USA 94086
                          [phone]

                 (list shortened for this article to provide
                 examples. Tim's full list available from SMS. ed.)

       Notice a pattern?  Most of these people just plain grab the disk
       and don't even say thanks.  Don't even drop me a line. (Tim's
       full list shows lack of acknowledgement, ed.)

       Well, before SMS, I tried each one a few times, then dropped
       'em.  No point sending disks into a black hole.  That's the way
       I figured it.

       Actually, this list is a bit shorter than my "real" list, which
       includes individuals (mostly registrees).  I'm pushing a new
       concept of using my registrees to spread my software, and I'll
       talk about that later.  I've also mailed to a lot of BBS's,
       lately, but I haven't kept track of that, since I don't EXPECT a
       BBS operator to behave, uh, professionally.  (That came out
       wrong ... I mean, if I send him an unsolicited disk, there's no
       expectation for him to acknowledge it.  But a shareware house,
       by golly, lives or dies on the basis of shareware submissions,
       no?)

       DISK VENDORS -- A FEW LAST GRIPES

       The good ones are REALLY good.  Public (Software) Library and
       Public Brand Software get good marks, though the latter has, on
       two occasions, made HOWLING mistakes in rating my products (not
       matters of opinion, but glaring factual errors that caused them
       to reject the submission -- a concrete example is given later).

       Boo-boos I can deal with, however.  The industry is still new.

       PC-SIG has weirded me out a little.  They used to send me "Free
       Disk" slips (they no longer do this).  I got fed up of getting
       all these slips, without having a catalog from which to pick a
       disk (!), so finally I took a huge stack of slips, mailed it to
       them, with a letter reading, "These are wallpaper, as far as I'm
       concerned; they're useless to me.  How about sending me a
       catalog?"  They sent me their shareware encyclopedia, which I
       considered a commendable response.

       I realize that these disk vendors are busy busy busy.  But I
       maintain that my ultimate source of my gripes is always the
       same:  lack of useful feedback.

       FEEDBACK, OH LOVELY FEEDBACK -- GETTING IN TOUCH WITH THE BIG
       WIDE WORLD

       As a struggling (though productive) shareware author, I get lots
       of feedback from my registrees.  Most of it, though, is along
       the lines of "Great program!", which is heart-warming and
       certainly most welcome, but not very helpful in increasing my
       ability to get even more registrations.

       If I lived in California, I'm sure that I'd be more "plugged in"
       to what's happening. Alas, many of us shareware authors aren't
       plugged in.

       Part of my problem is that I live in Canada.  I was in touch
       with somebody over at Gemini Marketing in Washington, and he
       concurred when I suggested that maybe Americans have a
       resistance to registering with a Canadian company.  There's an
       imagined hassle with currency (though I take American money and
       my documentation says so), but there's also another factor.  The
       guy at Gemini encapsulated the problem when he innocently said
       (to my astonishment), "Oh, if I had to send money to a foreign
       country, I wouldn't mind sending it to Canada".

       The term "foreign" is not one that Canadians apply to the U.S.A.
       The U.S.A. is that big, interesting place to the South, which
       you have to go through customs to get to.  But it isn't really
       "foreign" to us.

       In order to deal with this problem, however, I have obtained a
       mailing address in the U.S.  This is a recent development,
       though, so I don't know how well it will do.

       I should point out that I had a long, helpful discussion with a
       shareware author in Vermont (who writes a football-pool program)
       and he cited his isolation as a major source of irritation.  If
       your area isn't hooked up to something like PC-Pursuit, and you
       can't afford CompuServe, it's a drag. Authors like us, we look
       towards the shareware houses to keep us informed and we even
       look to them for a bit of motivation...

       Quite seriously, whenever I get a shareware catalog in return
       for one of my submissions, I feel like I'm getting "a letter
       from home".  Things are opening up, as shareware becomes more
       "mainstream", but I still feel a quiet thrill when I find a
       catalog in my post office box. I'm quite sure that many
       shareware authors feel this way.

       THE QUEST FOR SOME FACTS

       PC-SIG, with its "Shareware" magazine, goes a long way in the
       motivation department.  Alas, in terms of "informing" us, it's
       not so good.  They have to paint a rosey picture of shareware
       (and hey, that's their job), so they tend to portray things as
       just peachy-keen and everybody's gettin' rich, like.

       The A.S.P. in particular is of no use to me.  CompuServe access
       is very expensive here in Montreal.  And basically, all ASP says
       is, "Send in your $50 and you can join us on CompuServe".
       There's no newsletter, as far as I know.  As such, it'd be $50
       down the drain UNLESS their service is so stunningly
       indispensible that ... but then, in chatting with other authors,
       I've gotten mixed reviews...

       Good information is very hard to come by -- which is what makes
       SMS so marvelous.  It may not answer ALL my questions (or even
       most of them), but at least it presents, in an unadorned manner,
       plain facts that I need to know, such as who to mail my
       diskettes to.

       Obtaining facts about shareware, it seems to me, is about half
       the art of playing the game.  It seems that some people (Jim
       Button, for example) somehow acquired the facts early in life.
       Dummies like me take a long time to figure these things out, I
       guess.

       Actually, perhaps it isn't ideal to take people like Jim Button
       or Bob Wallace as examples, because their products stand head
       and shoulders above most shareware, simply by virtue of their
       scope.  Let's fact it:  there's shareware and there's SHAREWARE!
       Something awesome like "As-Easy-As" doesn't dribble out of the
       computer of a casual weekend hacker.  Some of these creations
       are flat-out no-nonsense commercial-level gems!

       But, then, does this mean that you have to make something BIG to
       make it big? I don't think so.  There are a few smallish
       programs that (supposedly) have made the author some big bucks.
       Supposedly.  Is this true?

       HIDDEN EFFORT -- WHAT YOUR SHAREWARE HOUSE WON'T TELL YOU

       Alas, I don't know.  I hear stories, but how many can be
       believed?  And when you DO hear of a "small" product making it
       big, you usually dig a little deeper and find that while the
       actual product might not be a whopper like, say, Qube-Calc, the
       author nevertheless bent over backward to market the heck out of
       his wares.  Take Apogee Software, with their "Kroz" games. I
       wrote a similar game once, a few years ago, named "Drifting".
       (It was a guy in a space-ship that was without power, see...)
       Anyway, after a few weeks of diddling with it, I trashed it,
       figuring, "Nobody registers games ... why am I wasting my time
       with this?"

       I hear that the Kroz games are doing exceptionally well.  But as
       you can see if you download, say, Kingdom of Kroz, the author
       markets, markets, markets.  He mentions, for example, that he
       poured about $2000 into marketing that game.

       The average shareware author isn't prepared to do that.  That
       sounds too much like "serious" marketing!

       I think that -- if he doesn't give up -- every shareware author
       finds out, sooner or later, that shareware is a heck of a lot of
       hard work.  I've formatted so many disks for mail-out that I can
       guide a diskette into the slot without looking, while munching
       on a sandwich and watching TV and chatting on the phone.  Sure,
       some mayonnaise gets on the diskette, but at least it formats
       quickly with Sydex's super FORMATQM program.  (Yes, yes, I
       registered it.)

       I once suggested that somebody could make some money by offering
       to be a mail-out service.  You mail him a master diskette, and
       he mails a copy to everybody on his list.  He charges about 3
       bucks per disk.  Expensive, maybe, but most shareware authors
       would rather program than format disks.

       It sounds like a good idea, but don't look at me; I want to
       program, not format disks.  I'm a shareware author.

       Which is ... hmmm ... why I spent all last night formatting
       disks. (Sigh)

       Now you know why this article is occasionally a bit incoherent.
       I actually write better than this.  Honest I do.

       SHAREWARE FOR FUN AND/OR PROFIT

       I have a very bad personality trait:  I write the shareware
       programs that I enjoy writing.  I don't do market surveys.
       Ideas pop into my head, and I suddenly declare myself an artist.
       That is to say, I create my creation for it's own sake, and
       subsequently find out why the word "starving" so often appears
       before the word "artist".

       Which is not to say that I'm utterly beyond help.  I do
       occasionally recognize the need to buy actual food with actual
       money, so on occasion, I actually create things that are
       practical.  My Area Code Hunter program, for example, was
       created deliberately to be practical.  And just look at all my
       other practical products ... like, uh, well ... umm.

       A few little utilities 'n' things, which (as we know) are not
       the dollar-makers in shareware.

       It seems to me that when we talk about shareware, we could
       express its potential for profit in two ways:  cash and
       satisfaction.  These two aren't actually separate:  I get more
       of a thrill from a $45 cheque in my mail-box than I ever got
       from the weekly $600 cheque I received when I was earning a
       salary.

       In our society, we tend to express value in terms of dollars,
       since that's a darn convenient way to talk about things.  But
       there are plenty of people like me (if I may judge from the
       shareware I see) who program for, well, the ART of it all.

       But sometimes I wonder if these people are frustrated, hearing
       about how much money they "should" be making.  It would be a
       shame for their satisfaction to be overwhelmed by a misplaced
       expectation, when their original motivation was simply to create
       something for its own sake.

       That is why I do not appreciate the shareware hype that suggests
       that any hacker can make big bucks just-like-that; it's not
       entirely necessary.

       All this reminds me a bit of the early days of rock 'n' roll.
       Back then, it was just a guy with his guitar ... just a guy with
       his guitar ... and don't ya know he's gonna go far ... yeah,
       'cuz he plays a mean guitar.  A mean guitar.  Oh yeaaaah.

       Now it's a guy with his computer.  He CAN go far, but he should
       remember how many broken guitar strings and hearts littered the
       pathway to today's rock 'n' roll.  Once a musician stops playing
       music for it's own sake ... it changes.  I don't think I have to
       explain what I mean to anybody who has experienced 60's rock, or
       compared it with 90's rock.

       NOT SHAREWARE!

       Getting back to the subject of disinformation, I find that it's
       easy to be led into believing that the big success stories just
       uploaded their files here 'n' there and then the money started
       pouring in.

       Let's look at the classic "success" companies:

       NAME OF COMPANY    MY COMMENT

       AM Software        ?
       Brown Bag          ?
       Buttonware         M.B.T.R.O.M.S.A. (See note)
       Datastorm          Not really shareware any more
       Expressware        M.B.T.R.O.M.S.A.
       FormalSoft         ?
       Hooper Inc         ?
       Magee Enterprises  M.B.T.R.O.M.S.A.
       Mustang            M.B.T.R.O.M.S.A.
       PKWare             M.B.T.R.O.M.S.A.
       Quicksoft          M.B.T.R.O.M.S.A.
       Sydex              Looks like shareware to me
       Trius              ?

       KEY       EXPLANATION
       --------  -----------
       ?            I don't know enough about these people to
                    comment intelligently
       MBTROMSA     Marketing Beyond the Realm Of Most Shareware
                    Authors

       I am not quibbling about the success of the MBTROMSA people, nor
       am I playing sour grapes.  Hey, these are cagey people who made
       a success of themselves, and more power to them!

       What I quibble about is the blithe use of the word "shareware"
       in application to these people.  Shareware (as generally
       presented to the innocent) tends to evoke images of self-
       propagating software.  No, not viruses, but, well ... it's an
       image of people ... SHARING!

       I believe that you'll find that all of the companies mentioned
       above (not the least of which is Datastorm!) know that Shareware
       isn't really about sharing at all.

       AN ACTUAL INTERVIEW WITH AN BUDDING (INNOCENT) AUTHOR

       Somebody just signed on to my bulletin board, saying he's
       releasing a shareware product for his ST computer.  It turns out
       it's ... a biorhythm plotter.  I asked him what he expected from
       shareware, and here is a transcript for your edification:

       ME:  What are you expecting from shareware?  What do you think
       it is?

       HIM:  From what I've been led to understand, basically it's
       released to the public domain [sic] and the author asks for
       something in return, giving the promise of updates.  In my case
       I'm not promising updates, because the program is basically
       already as polished as it can be, so I'm basically releasing it
       and depending on people's good will.

       ME:  Where are you uploading it?  How will you distribute it?

       HIM:  I have a friend who will upload it to Genie.

       ME:  Anywhere else?

       HIM:  No, just Genie.

       ME:  How much money do you expect to make?

       HIM:  I'm asking for $2 for the registration. I don't expect to
       make lots of money.  It's just a little ego trip to see my
       software spread around the world.

       What can I say?  Clearly this is an author who is in need of
       solid infor-mation.  He later told me that he wants to make
       something BIG (a "cover" of a commercial game), but wants to see
       what this does, first.

       In the absence of solid information, it seems that he's going to
       be disappointed, and we might lose a good author.  (Hey, we all
       wrote biorhythm programs at one time, didn't we?)

       IF NOTHING ELSE HERE IS SIGNIFICANT, AT LEAST HERE'S SOMETHING
       STARTLING

       I track my major products with serial numbers.  This enables me
       to find out PRECISELY what happens when I send a product out the
       door.  And the stunning fact is:

       PEOPLE DO *NOT* SHARE SHAREWARE TO ANY GREAT EXTENT

       Most of my registrations are "first-tier".  The person accesses
       a board that I've uploaded to, likes my product, and pays for
       it.  He doesn't give it to a friend.

       Hence the need for decent marketing.  It took me a long time to
       realize what my distribution figures were screaming at me:  the
       shareware world is NOT a magical conduit for most of us.

       True, PKZIP gets around.  Overnight, it'll spread across North
       America. But it's the exception.  I'm sure that anti-viral
       software also manages to reproduce wildly across the continent.

       Here in Montreal, I VERY rarely see even the mighty PC-File,
       except on boards that are on some kind of ASP mailing list (or
       something like that -- I wasn't too clear on how the board in
       question got its updates, except that it was a formal
       agreement).

       There IS a solution to all this, I think, and it involves making
       reality more like the lovely myth.  And that would involve
       getting sysops of BBS's to really push upload/download ratios,
       encouraging people to go out and FIND things to upload.

       Is that practical, though?  I don't know about your area, but
       most of the boards here in Montreal are free.  Upload/download
       ratios are an effective way to keep users from becoming software
       sponges.  But in many areas of North America, the big systems
       are pay systems.  And they can't really go for upload/download
       ratios ... can they?

       I don't run a big board, so I couldn't say.  The last big system
       I ran was in 1985, on a minicomputer.  That was before multi-
       line micro-based BBS's were around.

       When I first got into shareware, I naively thought that I'd
       upload my baby to CompuServe and it'd be spread around the
       entire continent within a few frenetic weeks.  I figured that
       eager people would want to upload it to their favourite boards,
       just to "share" the experience with others.

       That was a very egocentric way of looking at things.  As a
       computer junkie, *I* would behave that way.  At least, 5 years
       ago I would have, when there wasn't a glut of shareware.

       But it didn't happen.  Back then, I didn't know what was going
       "wrong".  Now I know how little sharing goes on, and I have the
       data to prove it.

       Now, you might think that perhaps my products just aren't
       shareable.  There's some truth to that!  My BBS products would
       only interest sysops, for example.

       Yet, that pinnacle of achievement, the super-duper LIST command
       by Vern Buerg, is UNKNOWN to any business client I've ever had!
       They all use DOS TYPE, for cripes sake!  How can this be?

       If it was simply a case of quality and value, the LIST command
       should have swept the world within a few weeks.  Personally, I
       hammer it into every computer I come into contact with, along
       with a few other "Must-Have" utilities.

       Try this out:  walk into any company that has, say, 10 PC's.
       Ask them what version of PKZIP they have.  You'll be met with a
       dumfounded stare, probably.

       Maybe it's different in California; I don't know.  But where I
       am, shareware is a big blank.  Most people have never even heard
       of it.  I can only conclude that the "gospel" isn't being
       shared.

       SO ... SMALL NUMBERS YIELD SMALL SALES -- HARDLY A REVELATION

       Getting back to CompuServe ... I was delighted to see that my
       Area Code program was downloaded 100 times in only a few days.
       But I was only excited because it was a RELATIVE success.  My
       BBS programs don't get that kind of traffic -- which is
       understandable, as CompuServe isn't over-run with people
       frantically looking for some way to become a sysop.

       A month later, the initial surge wore off, and I had maybe 120
       downloads.

       Some really popular downloads achieve a few hundred downloads in
       a month. Percentage-wise, considering the active population of
       CompuServe, that's impressive.  But ... just a couple of hundred
       downloads?  Chicken-feed, really.  A commercially successful
       program ships tens of thousands of copies in that time.  A few
       hundred is nothing.

       So CompuServe isn't THE answer.

       I realize that most veteran shareware authors know this.  All
       the successful shareware companies must know this.  Heck, after
       a while, even *I* figured it out.  But I have the sneaking
       suspicion that a LOT of new shareware authors DON'T know.  They
       still think shareware is mostly about sharing.

       WHERE DO BIG NUMBERS COME FROM?

       Alas, the disk vendors are very careful about not releasing
       their distribution numbers, even to the authors.  I suppose they
       don't want the information to leak out to their competitors.
       It's a shame, because it would help us a lot.

       For example, in one issue of Shareware magazine, my Sapphire BBS
       product was listed as PC-SIG's #1 telecommunications package (in
       terms of number of units ordered).  Does that mean that they
       moved 1000 of them?  If that was the case, the resulting number
       of registrations was certainly below par, which in turn would
       mean that somewhere along the line, I've made a SERIOUS mistake.
       It would benefit me to know the figures so I could assess the
       value of my work to the end-user.  I'd like to know the facts!

       Also possible, though, is that it was simply a slow month for
       them.  They only shipped, say, 20 of ANY telecommunications
       package, and Sapphire happened to ship 21 units.  In which case,
       my product is reaping an awesome percentage of registrations.
       If that's the case, I'd like to know THAT, too.  It means I'm
       doing something RIGHT!

       Maybe they worry that we authors would let the numbers leak out,
       but that's unlikely to be a problem, for two reasons.

       First of all, even if the numbers for a particular product were
       SMALL, it isn't a way to judge the entire disk vendor company.
       Perhaps that particular shareware product was, by fluke, badly
       described in the catalog, or there was a feature article in the
       catalog for a competing product. Whatever.  You can't derive
       much information from a single data-point.

       But maybe they worry that their competition would amass figures
       by canvassing dozens of authors, building up a database?

       Not likely to work.  In my experience with shareware authors,
       they're just as tight-lipped about distribution figures as any
       disk vendor ever was.  I've heard some unconvincing claims of
       "tremendous success", and some ominous admissions of "doing
       okay, I guess".  But actual figures?  Never.  Nor do I give out
       actual figures.

       Quite frankly, I haven't a clue just how many disks ANY
       shareware vendor ships.  I hear that PC-SIG ships lots and lots
       and lots.  That's about as accurate as it gets.  What *I* want
       to know is:  how many of *MY* products do they ship?

       I hear that some shareware houses will release that kind of
       information if you provide them with a mailing list of your
       registrees.  I hesitate to do that, because I never warned my
       registrees that I'd be trading their names like baseball cards.

       I suppose my position, in this big "information vacuum", is a
       somewhat ... hmmm ... libertarian stance.  I figure it this way:
       if the disk vendors can help the shareware author make decisions
       more intelligently, it can only improve things...

       The author will write more marketable software.  The disk
       vendors will receive better product information, which in turn
       will help them represent an improved product in a more accurate
       way.  More people will be pleased with their products and order
       more disks.  Everybody will win, and we can all go frolic in the
       fields of clover and fragrant spring flowers!

       Maybe that's a little too "Ayn Rand".  Benefits seldom build up
       so smoothly. The harsh reality is that diskettes get lost in the
       mail, and disk vendors can find all their mailing envelopes
       damaged by a broken water-pipe.  My rosey picture of an alliance
       between disk vendor and author is only an ideal.

       But having said that, I think it wouldn't hurt if we all shared
       the ideal.

       WHO OWES WHAT TO WHOM AND WHY?

       I do not believe that in the long run it helps to have all those
       shareware authors groping in the dark.

       Once again, this reflects my attitude that a shareware houses'
       PRIMARY resource is the author.  I admit that I'm somewhat
       biased in this regard!

       A friend of mine once stated the problem in a cynical (or
       refreshingly honest) way:  "If you don't write the stuff,
       somebody else will.  Nobody ASKED you to write it!"

       He's right, of course.  There are probably lots of budding
       authors who would take my place.  Naturally, their (wince)
       drivel won't be as good as my (blush) deathless masterworks, but
       hey.

       The point is, we've got a case where it behooves both parties
       (authors and vendors) to understand how they work together and
       how they need each other. I believe that we've got a long way to
       go before that understanding has brought us to a condition of
       synergy.

       To be fair, I'm sure that if I ran a shareware house, I'd have a
       very dim view of 95% of shareware authors.  I've seen a lot of
       shareware that is just plain awful.

       So I try to put myself in the shoes of the disk vendor, and I
       understand that he has a LOT of garbage to sort through, and
       that quite frankly, many authors haven't even done enough
       groundwork to DESERVE the red carpet treat-ment.

       At this point in my commentary, I've got to say, "Dang it!  My
       software is GOOD!  They should be NICE to me!"

       While I acknowledge that the actual value of my software (or any
       software) is open to debate, I nevertheless maintain that my
       software is both presentable and saleable.  A good portion of my
       stuff is mere ballast, but in any shareware pack I send to a
       vendor, a reasonable portion of my wares is good enough that I
       expect them to say, "Hey, this guy isn't a slug ... let's treat
       him like a real author!"

       I've had enough positive feedback from INDIVIDUALS at the disk
       vendors to know that I deserve a fair shake.  The words
       "Commercial quality" have been used to describe some of my
       stuff.  (Mind you, I've seen some "commercial" products -- that
       will remain nameless -- which do well financially, yet are
       horrendous when compared to good shareware).

       So how do you explain the crassness of some disk vendors?  I
       usually tell myself that they're busy, and having trouble
       keeping up with growth.  I'm sure that this is true.  But it
       hardly absolves them of all blame.

       DEAR SIRE, WE REGRET TO INFROM YOU THAT YOUR SUB MISSION HAS
       BEEN REJEECTED

       Here are a few stories to illustrate the frustrations an author
       can have:

       STORY #1

       I sent a disk labelled "Grab-Bag" to PC-SIG, along with a cover
       letter explaining that the various ZIP files contained all my
       shareware.  (At that time, I could still squeeze it onto one
       disk)  It was rejected lock, stock and barrel.  Explanation:
       "No room for documentation on disk."

       Can you wrap your mind around that one?  The guy who reviewed
       the disk thought the product was named "Grab-bag", and that it
       did something or other, but it was too big.  God knows what he
       concluded it was FOR, as none of the programs were in any way
       related to each other.

       I phoned the President of PC-SIG and he said he'd look into it.
       Six months later, I came to realize that he'd done nothing, and
       that none of my products were in their catalog.

       STORY #2

       Last week, Gemini Marketing in Washington called to ask me to
       resubmit my shareware pack.  It seems that somewhere along the
       line, the papers that accompanied the disks became separated
       from the cover letter, as were the individual disks, or
       something like that.  Plus, the master disk wasn't any good,
       see, and we don't know what we did with your disks.  Or
       something. Please resubmit.

       STORY #3

       Public Brand Software rejected one of my programs.  Here's the
       letter I sent to them:

                                  April 2, 1990

       Public Brand Software
       3750 Kentucky Avenue Indianapolis,
       Indiana USA 46241
       ATTN:  Software Reviews

       Dear Software Librarian:

       I have enclosed your review of my Sapphire Bulletin Board
       software.  I am moved to write to complain about the assessment.

       My previous contact with your company has impressed me greatly.
       I've come to expect careless reviews from some disk vendors, but
       I had hoped that I would be spared the same painful experience
       when dealing with your company.

       My feeling is that Sapphire was reviewed quickly.  I cite three
       items in particular:

       1.   Your reviewer failed to mention the "Zero-Maintenance"
       aspect of the product, which is its main "selling point" and in
       fact is mentioned right on the diskette label!  Unlike some
       BBS's that require constant or even occasional attention,
       Sapphire can be set up and then virtually forgotten. (The sysop
       may wish to retain the task of validating users, but this is
       optional.)

       2.   Your reviewer said that Sapphire is useful where "E-Mail"
       is of paramount importance.  Well, I try to look at my own
       product fairly, and I must say that my product's approach to
       private messaging is not what would be called "E-Mail".  This is
       admittedly a failing of the product, so I could hardly take
       credit for excelling in this area.

       3.   The most irritating aspect of the review was that I was
       refused entry into the catalog because the product was "A
       limited version".  This is simply not true.  The product is
       fully functional; registration does nothing but remove the
       opening screen.  Moreover, there is no time limit. The user
       could "test-drive" the product for years (though that would run
       contrary to my shareware terms).

       Please have this product reviewed again.

       Should you require any additional information, please feel free
       to call me.

       Sincerely, Timothy Campbell President

       I enclosed another copy of the disk.  They never answered or
       acknowledged receipt of my letter.  As far as I know, my product
       is not listed in their catalog.

       I should point out that in general I find PBS to be very
       supportive of shareware authors.  But they really dropped the
       ball on this one.

       STORY #4

       I really appreciate the feedback that PBS gives shareware
       authors.  They acknowledge receipt of your disk, and then they
       send you a copy of the review.  They're very organized -- and I
       appreciate that!

       I realize that it's BECAUSE they're so organized that any errors
       come to the forefront.  Whatever the case, they dropped the ball
       again when they reviewed my Free Speech BBS product.  Here was
       the letter that I sent:

                              November 1, 1990

       Public Brand Software
       3750 Kentucky Avenue
       Indianapolis, Indiana USA 46241
       ATTN:  President          <-- Note the change in emphasis

       Dear Sir,

       On April 2nd of this year, I wrote to protest the exclusion of
       my "Sapphire" bulletin board product, which your reviewer had
       written off as "a limited [i.e. crippled] version".  This was
       and is utterly false.  Yet, since I wrote you the letter (6
       months ago), I haven't heard a word from you on the matter.

       Now I receive a letter telling me that two people have reviewed
       my Free Speech software.  The first reviewer found that it was
       fine, but the second found that it failed on an "Error 100".
       Looking up the error in my Turbo Pascal manual, we came up with
       several possible explanations, all of which point to an
       installation error.

       In any case, we have carefully test-installed the enclosed
       version and we assure you that it works as advertised.  If your
       reviewer ("A/S") has the same problem again, we would appreciate
       knowing how his system is configured.  (A full disk drive would
       also cause that run-time error, for example.  And if he failed
       to follow the instructions in the manual about inserting
       FILES=20 in CONFIG.SYS, this too could cause the problem.)

       I would like to have both products reviewed again.

       Should you require any additional information, please feel free
       to call me.

       Sincerely,

       Timothy Campbell President

       You might say that this problem is my fault, insofar as ANY
       installation problem is MY problem.  If the reviewer had a
       problem, anybody could have the problem.  My program should have
       been designed to expect a departure from the installation
       procedure.

       On the other hand, I have never received a call complaining
       about a problem with Free Speech installation, except for one
       guy, whose modem behaved in a bizarre manner.  (He replaced the
       modem and things were fine after that.) Based on my experiences
       with other reviewers, I wonder how carefully the guy paid
       attention to the installation procedure OR IF HE'D EVEN BEEN
       GIVEN THE ORIGINAL ZIP FILE.

       Anyway, the point is moot, because as you might expect (by now),
       I never received a letter in response to this letter.  I hope
       that by now they're carrying my Free Speech product in their
       catalog.  But I have no way of knowing, short of sending them
       money to become a member.

       OVERVIEW OF THE STORIES

       As Pat Paulsen says, "Picky, picky, picky!"  I suppose I should
       expect a certain amount of grief, considering how young the
       shareware market is. But as I said, I'm optimistic enough to
       keep hacking away at shareware, but not blind to its failings.

       I have lots of stories like these.  I remember at least two
       other cases where my products were rejected after only a cursory
       examination that led the reviewer to the wrong conclusion.

       Again, my complaints aren't really valid if my products are
       trash.  A good reviewer can make a decent assessment of the
       product just on the basis of the READ.ME file.  (If it's got
       typos, quality is not likely to be forthcoming.)

       Most of my work is a lot more carefully written than this long
       missive. I'm doing "stream of consciousness" here and I only
       intend to proof-read for typos.  Actually, I spend an inordinate
       amount of time honing my READ.ME's. In fact, my HELPME product
       is kind-of a huge READ.ME.  I put a lot of loving care into my
       packaging.

       Am I the only shareware author who is occasionally frustrated by
       the disk vendors?  I can't believe that that's the case.  I hope
       that SMS becomes a force to be reckoned with and -- like the
       Michelin Guide -- encourages the vendors to slave for that extra
       "star".

       IDEAS THAT DON'T WORK -- DON'T TRY THIS AT HOME, KIDS!

       "In order to succeed, you've got to learn to fail".  Somebody
       MUST have said that.  In any case, it certainly applies to MY
       career in shareware.

       Nowadays, shareware brings me about half my net income.  Dollar-
       wise, it brings in more than that, but about a third is plowed
       back into promotion.

       METHOD #1 -- HOPE FOR THE BEST

       But from the time I released my first product (Pyroto) until I
       received my first registration ... it took SIX MONTHS!

       In my wide-eyed innocence, I simply spread it around a few
       places, expecting it to magically reproduce.  I certainly
       learned the error of my ways.  Now, when I release a new
       product, I send out a few hundred copies at least.  It's the
       only way.

       Interestingly, I've found that BBS's and telecomputing systems
       produce far better results than Shareware houses.  This may be
       only my experience. Some authors, I know, bank on the disk
       vendors.

       But thanks to my shareware tracking (using serial numbers), I
       can't help but have more faith in modem power than mail power.

       I've always felt that if somebody sends in money for a disk, he
       feels that he's paid for it already.  It doesn't matter if the
       shareware house states otherwise (and come to think of it, a lot
       of them don't spend much time explaining what shareware is).

       METHOD #2 -- SHAREWARE SHOTGUN

       Perhaps I'm "down" on shareware houses because of a bad
       experience I had once.  I bought an issue of Computer Shopper
       and sent a shareware pack to every single person or company
       listed in the shareware classifieds.

       I mailed out over a hundred packages.  Only three bothered
       acknowledging receipt of the disks!

       I suppose that lots of people figure they'll make easy bucks by
       running a shareware house, but quickly realize that it's NOT so
       easy.  By the time they decide to change their career, however,
       they've received hundreds of disks from hopeful authors.  I'll
       bet those ads in Computer Shopper pay for themselves, just in
       free disks!

       METHOD #3 -- BIG-BUSINESS SHOTGUN

       Once again armed with Computer Shopper, I wrote down the names
       and addresses of the 100 biggest hardware vendors, and sent
       along my Area Code reference program, suggesting that they
       include it with every computer they send out.  I figured maybe
       they already included a disk or two of useful things, so tucking
       in another program would be a snap.  It was worth a shot. But no
       such luck.

       Of the companies who bother to reply ... neither was interested.
       So ... scratch $100 worth of postage, $25 worth of envelopes,
       $40 worth of diskettes, and the price of the gallon of cola I
       needed to wash the taste of envelope glue out of my mouth.

       This method failed, I think, because I was asking them to do
       something they weren't doing in the first place.  Perhaps if I'd
       offered to MAKE the disks for them...  It's something to think
       about.

       METHOD #4 -- HERE 'N' THERE REVISITED

       Eventually, by the sheer weight of programs I was sending out, I
       started getting a so-so number of registrations.  But not enough
       to make me dance with joy (and it wouldn't take much to make me
       dance, you know).

       I realized that I wasn't going about this in a BIG way.  True, I
       was hitting the really big shareware houses, and getting my
       programs on CompuServe.  Occasionally, I'd send a pack to some
       other telecomputing service.

       But that was no way to make a buck.  Y'gotta work harder than
       that.

       METHOD #5 -- DOLLARWARE

       For the past few months, I've sent out hundreds of disks that
       promise people that, if I get a registration for the product,
       they get half the registration price.  Each product is clearly
       stamped with their name, and they can test-install the product
       and verify that their name does indeed show up on the
       registration form.

       This method of distribution doesn't work, either.  Maybe it's
       because they only stand to make 5 to 10 bucks per registration.
       Whatever.  I don't know why it doesn't work.

       All I know is that I've sent out HUNDREDS of disks like this,
       and my results strongly suggest that most of them get thrown in
       a drawer, where they gather dust.  They're neither uploaded nor
       shared.

       It is very time-consuming to make individually-stamped disks,
       but I'll keep trying the DOLLARWARE concept for a while longer.
       I've added a few embellishments.  Maybe I can polish up the
       concept a bit and make it work. It sure sounds like a fabulous
       deal to ME!  Hey, all you do is upload a file (no big effort)
       and it can bring in some money.  What more can you ask out of
       life?

       METHOD #6 -- ATTACK!

       Over the holiday season, I am going to use the SMS database to
       prepare a mailing which I expect will cost me around $500.

       Five hundred bucks?  I've come a long way from the days when I
       thought I could simply upload my program to CompuServe and let
       it spread by itself.

       Shareware may be many things, but a zero-dollar-startup business
       it ain't.

       I realize that $500 isn't much by big business standards, but
       the average person isn't too keen about spending that kind of
       money.

       Moreover, I start to think to myself:  is this going to work?
       Will THIS $500 investment make a difference?  Wouldn't it be
       better to go all out and buy an ad in a computer magazine?

       SOME FINAL MUSINGS

       In other words, isn't it time to abandon shareware? There.  I
       said it.

       Well, I'll give it one more go.  Or knowing me, I won't give up
       even if this $500 thing doesn't work.  I expect it will pay for
       itself, of course. I fully expect to make a small profit.  But
       that's not the point, is it?

       The point is that my marketing costs are no longer anywhere NEAR
       the "zero" I'd expected when I got into shareware.  My costs are
       maybe one order of magnitude less than small-scale commercial
       marketing.

       Moreover, if I went commercial, I wouldn't do it alone.  I know
       people who would be interested in helping me market some of my
       stuff.

       I don't use shareware because of the money aspect, I suppose.
       It's a question of creating something that is mine, all mine.
       If it does well, that's MY thing that's doing well.  And that,
       to me, is worth a lot.

       Back to the drawing board. . .