Educational Software Cooperative 4/Educational Software Cooperative 4.iso/mxdb/software/extra/mxguide3.txt

Text File | 1995-05-31 | 8.0 KB | 149 lines

--------------------Writing for a Skeptical Buyer---------------------

The previous section detailed how the market can be segmented by
purchasing information requirements.  This study told us that only 50%
of the whole market is within shareware's reach.  Furthermore, the kind
of information available on shareware today limits it to 12% of its
potential or 6% of the whole.  Some will argue that shareware does reach
the whole market by first addressing the available 12% and then
spreading from there by other means.  Of course, this is what we hope
for but it's not that easy.  First, remember the rule about market
segments defined earlier; you can not reach the next market by the same
means used to reach the preceding one.  Other market segments need an
increasing degree of assurance to make a buying decision.  Success with
the Earlier Adopter markets won't help sell the majority unless the
majority is referencing the previous buyers.  Hence Geoffrey MooreÆs
chasm where failure follows success.  The issue of one market
referencing another for buying advice is a subject in itself best
covered in the book, "Crossing The Chasm".

So there's a problem.  What can be done ?  First letÆs talk about what's
not working.  No matter where you look there is very little information
period about shareware.  Whether itÆs on-line catalogs, printed catalogs
with pictures or CD-ROM discs.  Since there is no place to get good
information the majority of the market dismisses shareware all together.
Why would the skeptical portion of the market labor to uncover a
product's unknown value.  We must do this work for them.  The MX
shareware database provides the means.


---------------------What is needed, what works------------------------

Any one of us could list fundamental rules such as ôbe clearö or ôkeep
your audience in mindö.  But how do we know if this has been
accomplished ?  We donÆt.  We canÆt.  We are not the ones to judge our
own efforts.  There is no substitute for having members of our target
audience evaluate the success of our efforts.

I am going to side step the classic exhortation to differentiate.  You
know, state whatÆs different about your software.  Most shareware has
difficulty with this which may explain why it struggles so.

With all that said, here are the key points;

1) A critical issue is completeness.  If the buyer is left with a single
question unanswered, they will look elsewhere before coming back, should
you be so lucky.  One of the major concerns about small time software is
whether or not it addresses all needs for its purpose.  A buyer will
sooner opt for the commercial industry leader and assume it will get
better rather than risk investing themselves in a better product thatÆs
not the leader.  Therefore you must assure them the intended purpose is
completely covered.  You must demonstrate this, not just say it.  A
common statement in shareware descriptions is, ".....and much, much
more.".  Oh boy, you just planted the question, like what more ?  Of
course, saying everything would bog down the reader so place your main
pitch at the top as a hook.  The reader can then page down through
feature descriptions.  You could also use a feature point list with a
reference to a second file containing more information.

The buyer does not want to be dependent on future upgrades from and
unknown.  If upgrades are a natural part of your product type then be
prepared to prove you HAVE BEEN delivering them.  Since the MX database
will attach any number of files to the same product, split off a list of
updates into another file and note its existence in the primary product
description.

2) Name the group of people most likely to need your product unless it's
entertainment software.  How many times have you said, "That's
interesting but when do I really need it ?".  Everybody COULD use
everything sometime.  The temptation is to broaden the market by saying
something to the effect of, "Everybody needs it!".  This does not work.
Instead, specifically name the group that most needs your software and
let the reader decide if they're in that group or close enough to it.  I
can't stress this enough.  Even if the reader does not need it
themselves, if they understand who does, they will reference it to
someone else.

Be very specific in identifying the pressing need as in, "Such and such
a person, doing this type of activity, with X number of __ would be very
happy with this program.".  Go ahead and identify the broader market but
not at the expense of giving the reader specifics they can compare
themselves to.  Basically I'm saying, give the buyer a means to testing
the DEGREE of their need.  Identifying who does not need your program
lends credibility to your statement about who does.  Think about it.

3) References.  This is the single most important element.  Everything
you say will be taken with a grain of salt unless you can back it up.
References are your number one credibility builder.  Each market segment
is defined by how much referencing is required.  If you have no
referencing then your market is very small.  At one end of the spectrum
are references that say, "This product does what it says." and at the
other end they say, "I know your work and you want this.".  The majority
of the market will not buy without some reference.  Any reference is
better than none.  At the very least it tells people someone on this
planet has at least looked at the product.  This is ten times more
critical for major applications since the buyer can not hope to fully
evaluate it themselves.  They will need assurances before getting knee
deep in your software.

Very few shareware products have published reviews.  This isn't
surprising since reviewers like to cover the same products everyone else
is.  As an alternative, consider having a well known author review your
work.  This actually counts for quite a bit although you will need 6-10
of these if they are not detailed.

Identifying the number of existing users also counts as a reference
along with users' letters.  Anything that says other people are using
your work is a step in the right direction.  Leaving this out makes you
appear to be nobody going nowhere.  Keep in mind, the majority of the
market CAN NOT buy without a reference.  The better the references the
larger the market.


4) Pitch value.  Otherwise known as hamming it up.  Truthfully I haven't
made up my mind about this.  Going too far makes you look like a clown.
Leaving it out completely looks like you are not trying.  Face it, in
the USA we expect some embroiderment.  It won't take the place on any
other element but it communicates a desire to sell.  The buyer likes
knowing you want his business.  Write in a fashion buyers are accustom
to.  Someone who needs your software may not be overly familiar with
your field.  Help them understand the basics.  This could be done with
MXDB by attaching a second file containing background information.  Then
reference it in the main presentation for those that want to know more.
It makes you look knowledgeable and helpful.


To sum up;

1.  Test your presentation with your target market.  If questions exist,
    go back and answer them.

2.  Hook the reader with a short paragraph.  Follow up with details.  Be
    complete.  Use more than one file if necessary.

3.  Give the buyer some means to evaluate their need.  Identify the
    group that most needs your software.

4.  Provide references.  Anything that assures people that someone else
    on the planet has seen your work.

5.  Pitch a little.  The average buyer expects it.  Do not do so without
    first doing everything else.

If you are not doing these things ask yourself what you hope to
accomplish.  If the answer is nothing in particular then nothing in
particular will happen.  If you want sales then step into the shoes of
the skeptic buyer who is not looking to see why he should buy your
product but rather why he should NOT buy.