Ebooks

You’re a developer that against all the odds have created a commercial desktop app or web service, working long hours to create something you can be proud of. But you’re not a marketing person, a suit, one of those people who somehow makes sales happen.

Good! I wrote MicroISV Sites that Sell! - Creating and Marketing your Unique Selling Proposition ($19 USD) because developer-to-developer I wanted to demystify one of the strongest, fairest, best marketing design patterns reputable software companies can use to substantially increase their sales.

Design Pattern? You mean like Gang of Four, the way programming gods write software design pattern? That’s exactly what I mean. The Unique Selling Proposition is just that - a proven, deployable, debugged robust way of helping your prospective customers get the value of what you have to sell.

Now there’s a bizillion ebooks out on the net promising you Money! Money! Money! - all you have to do is send them yours first. So how do you know MicroISV Sites that Sell! is worth your $19 and much more importantly your time? Because I beta tested it with a group of people who know their stuff and have a zero tolerance for Internet Marketing BS.

Here’s what they had to say:

“The smallest software startups rarely have in-house expertise in marketing, and they end up making common mistakes that scare customers away. You see this again and again among the small ISVs: no contact information on the web site, laundry lists of features without explaining the benefits, bad graphic design, and more. If you’re a MicroISV, Bob’s ebook will pay for itself with the first extra sale you make.” - Joel Spolsky

“For people who enjoy the challenges of being lost in the wilderness, I highly recommend learning to market software by putting up a website and tweaking it incessantly until you find some combination of elements that works. For folks who prefer knowing they will be able to make the rent check, I suppose you could read MicroISV Sites that Sell! instead. This is Marketing 101 written by engineers, for engineers — copious examples of what works, a focus on concrete actions to take over voodoo psychology, and actionable suggestions for the marketing novice.” - Patrick McKenzie

“Bob really understands how his target reader thinks. He’s taken a marketing concept and explained it in a way that programmers who don’t think enough about marketing should enjoy, he’s even added step by step instructions so there’s no excuse not to act on it.” - Gavin Bowman

“The latest from Bob Walsh offers concise advice on some key things every microISV needs to do, complete with a discussion of real examples. Recommended.” - Eric Sink

“This eBook provides healthy doses of Micro-ISV marketing knowledge based on Bob’s years of experience in the field. You will not regret buying this guide; it will pay for itself many times over.” - Rob Walling

“This is not just a great book for mISVs - it speaks their language, and gives lots of examples from successful peers - but it’s a great marketing book in general. I’m in a service business, and the book helped me with *my* marketing! Thanks, Bob.” - Matt Cornell

“If you can program, you can write marketing copy. You just need to learn the right language. Bob’s a great teacher, and the exercises here will give you a roadmap to creating your own winning ISV web site.” - Mike Gunderloy

“Finally, Bob has written about what I consider a HUGE hole in the ISV market: sales and marketing advice for a technical person by a technical person. If you are highly technical and get revolted by marketing hype that has nothing to do with who you are and what you sell, you will really appreciate the advice in this ebook.” - Pamela Slim

“Read this book, and learn how to create the most effective description of your product and service, with a call to action your market will not be able to resist. Developers are often shocked to discover that their customer’s interests are not their own. Bridging this gap is the purpose of MicroISV Sites that Sell!” - Tom McNamee

“A practical, cost effective and powerful marketing guide for microISVs and startups to get more sales.” - Scott Carpenter

Not convinced? Well, maybe the Table of Contents will help:

1. Introduction: Why this ebook? Because we need to effectively sell!
   • He’s back!
   • Unique Selling What?
   • The Roadmap
2. Section I: Why microISVs fail to sell.
   • Mistake 1: Where’s your Hook?
   • Mistake 2: Ugly hurts.
   • Mistake 3: Too many words.
   • Mistake 4: Google AdSense on your site.
   • Mistake 5: The Invisible Man.
   • Mistake 6: Customer as Circus Animal.
   • Wrap up.
3. Section II: The USP pattern.
   • The USP Pattern Components
   • The Hook.
   • Relevant Value.
   • Trust.
   • A Reason to Act Now
   • The importance of momentum
   • Wrap up.
4. Section III: Successful USP examples.
   • Oriador Staff Scheduling Software
   • Bingo Card Creator
   • UserScape Helpspot
   • WP Text Ads
   • InvoicePlace
5. Section IV: Creating your USP.
   • Exercise 1: Defining your Primary Customer.
   • Exercise 2: Defining your Relevant Value.
   • Exercise 3: Building credibility.
   • Exercise 4: Creating your Hook.
6. Section V: USP Deployment Checklist.
   • The USP Web Site Deployment Checklist.
7. Conclusion: It’s time for action.

I kind of like that last section! Why not go for it and purchase MicroISV Sites that Sell! - Creating and Marketing your Unique Selling Proposition at the introductory price of $19 USD. I think you will find this is one ebook worth your time and money.

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