Tag Archives: video

Promoting your software

This is a video of a “Promoting your software” talk I did at ESWC 2011. In it I discuss my experiences attempting to try every form of promotion known to man including: SEO, Google Adwords, magazine ads, affiliates, Facebook ads and hanging out in wedding forums using a female pseudonym. With real data! You can’t read the slide text in the video, but I have included the slides below.

A couple of people asked me afterwards whether anything I tried had worked. Yes! I wouldn’t have survived long as a microISV otherwise. But I didn’t really want to dwell on what had worked for me because it might not be relevant for different products with different price points in different markets. Also that isn’t the sort of information I want to give to my competitors.

Things were running a bit late due to problems with the projector, so I didn’t have time for the audience participation at the end. Projector problems are really not what you need when you are just about to do a talk to a room full of people! Many thanks to Alwin and Sytske of Collectorz for doing the video and to Dave and Aaron of Software Promotions for helping to sort out the unruly projector.

Marketing for microISVS

Below are the video and slides of the “Marketing for microISVS – embracing the ‘dark side’?” talk I gave at ESWC 2009 in Berlin. This is a high-speed ramble through a vast subject. In the 45 minutes available I do my best to dispel some of the myths software developers have about marketing and discuss some marketing concepts, including: branding; positioning; pricing; and segmentation. Taking in Harley Davidsons, tinned tomatoes, Coca Cola and food blenders on the way. The first couple of minutes, where I dispel the myth that good software sells itself without marketing, are missing from the video due to a dead camera battery. But you knew that anyway, so I don’t think this detracts much overall.


Slides (which might not make much sense without the video):

NB/ When I said 47Signals, I meant 37Signals (brand inflation?). Thanks to Tarek for the correction.

Links to some of the things mentioned in the talk:

A big thank you to Alwin and Sytske of collectorz.com for hot-footing it from Alwin’s talk to do the video (you can see Alwin’s excellent talk on web app pros and cons here). And also to David and Panagiota for all the hard work that goes on behind the scenes organizing ESWC.

If you found this talk useful you might also like 10 mistakes microISVS make.

Ten mistakes microISVs make

Here is a video of the “Ten mistakes microISVs make” talk I gave at the Software Industry Conference 2009 in Boston. Total duration: 27 minutes.

The slides aren’t terribly easy to read, due to the resizing and compression of the video. But you can also download the paper and slides:

A big thank you to Alwin and Sytske of collectorz.com for doing the video. You can read Alwin’s excellent software marketing blog at alwinhoogerdijk.com.

Feel free to embed this video, as long as you include a credit and a link back to this blog.

How many of these mistakes have you made? How many are you still making?

Radical new software business model

David Heinemeier Hansson of 37Signals espouses a radical new business model: create something people want, then charge them money to use it.

The secret to making money online (video, 32 minutes)

I think it is well worth watching, especially if you have been brainwashed into the prevailing VC-funded, Facebook-or-bust, flip-it-before-we-run-out-of-cash mentality. If you still aren’t convinced, read this post by Dennis Forbes.

Software audio and video resources

The Internet is a cornucopia of useful resources for software developers and marketers. As well as all the documentation, forums, blogs and wikis there are some great audio and video resources. Here are some of my favourites:

NerdTV – Robert Cringely interviews famous names from the software industry.

Shareware Radio – Mike Dullin interviews shareware authors and microISVs in his inimitable style.

The MicroISV show on channel 9 – Michael Lehman and Bob Walsh interview people of interest to microISVs.

.Net rocks and Hanselminutes – Carl Franklin and Scott Hanselman interview people of interest to .Net/Windows developers. Some of the programs are Microsoft-heavy Silverlight/Orcas/WPF alphabetti spaghetti yawn-athons, but others are of more general interest.

TED talks – The great and the good talk on a wide range of subjects, including technology.

These sites contain hours of great material. Long drives/walks/waits need never be boring again. Please add a comment if I have missed any good ones.