Turn Your Software's Weaknesses Into Strengths

There's no such thing as a perfect application. No matter what you develop, somebody will be unhappy with it.

If there's something about your software that you think prospects might not like, you could try to avoid talking about it. Maybe if you minimize its importance, your prospects won't think about it.

Another approach that has been used successfully is to tout your seeming shortcoming, and turn it into a compelling reason to buy:

Not Sure About Your Software's Feature Set?

Does your software offer bare-boned functionality while your competitors offer much richer feature sets? Tell prospects that your sleek software runs much more quickly than others in its class, and that it doesn't overwhelm them with features that they'll seldom use. They can run your application without slowing down other jobs that are running concurrently. Your program can run on older, slower machines because it doesn't waste valuable system resources.

Does your software offer so many features that it takes a lifetime to learn to use all of them? Talk about how your application is an all-in-one powerhouse that provides convenience by offering all of these program features in a single interface. Say that your program saves money because users won't have to buy multiple packages to perform a family of related tasks. Prospects should buy your software because they will never outgrow its rich feature set.

There is no right or wrong way to determine whether to use a lean or full feature set. Position your application in the marketplace so that you fill a need that many people will have. And describe your software in a way that makes your positioning appear to be the best possible choice imaginable.

Concerned About Your Software's Price?

Is your price higher than what your competitors are charging? Use your high price to your advantage. Tell your prospects that quality comes with a price, and that they deserve to have the best. Explain the difference between price and cost, and describe the lifetime savings that people will enjoy with a stable, rock-solid, professionally-crafted application. Talk about Total Cost of Ownership (TCO).

Is your price lower than your competitor's? Don't let your prospects think that your low price reflects low quality. Brag about the price that you charge. Tell potential users that there's no reason why they should pay too much for high-quality software. Explain, for example, that you have a lower price structure than large companies, and that you pass these savings on to your customers.

There is no right or wrong price for your type of application. Determine the optimal price for the audience that you're trying to reach, and defend it aggressively.

Worried About Your Software's Age?

Has your software been around for a long time? If so, then shout about your program's stability. Tout the year that you originally released the application, and talk about listening to your customers and including all of the key features that they really need.

Was your software released yesterday, and users are afraid to be the first people to try it? Boast about your use of state-of-the-art tools that your competitors are too timid to use. Make your prospects want to try the new functionality that leapfrogs them ahead of their colleagues. "New" is a powerful sales word. Use it on your web site and in your PAD descriptions.

It's complicated, and there is no right or wrong answer. Your version number itself delivers a powerful message. Many developers call their original product release "version 2.0" because some prospects think that "version 1.0" means "buggy and untested". Choose what's best for your application, and market it assertively.

Wrestling with Asking for Prospects' Email Addresses?

Have you decided not to require a prospect's email address before letting them download your freeware or the trial version of your software? Tell them that you don't ask for email addresses because you respect their privacy. You trust their judgment, and trust them to make the decision to buy your software, or to upgrade from the trial version to the Pro version.

Have you decided to ask for prospects' email addresses before you allow them to download your freeware? Don't let this requirement discourage people from trying your free software. Tell them that you ask for their email address for one reason, and one reason only: You want to be able to tell them about future enhancements that you're making to both your free version and your commercial product.

Explain that many of your competitors don't ask for contact information because they're not serious about their software. Boast that your software has been extensively tested on all supported platforms, and it's rock solid and stable. Tell them that you offer the finest software, not as a hobby or side-business, but as your choice of profession. Explain that if they want to use the best software available, then they need to put up with one or two emails from you during the year.

The price of your free software is zero, but you insist on being able to communicate with them a couple of times each year. They have joined the community of users who are enjoying the benefits of your application. Don't be timid about asking for prospects' email addresses. Don't be arrogant, either. Show the confidence that people expect from professionals who offer quality products.

There's no universally correct answer to collecting or not collecting prospects' email addresses. As a general rule, you'll get better results asking for email addresses in tight niche markets such as highly vertical business applications. And you'll get better results if you don't have a lot of direct competitors. As with so many things in marketing, you need to experiment, measure, and refine your practices.

The Bottom Line:

There's no "one size fits all" way to determine your software's feature set and marketing strategy. Decide what's best for you, and pursue it confidently.

If you don't define your position in the marketplace, your competitors will define it for you. And you're not likely to be pleased with the way they position your applications. So, determine how you want your software to be perceived, and clearly communicate your choices.

You should be proud of your software. Don't let prospects think that your design features are flaws. Don't hide from your short suits. Lead with them! Turn perceived weaknesses into strengths, and sell more software.