The Educational Software Cooperative's (ESC's) September 2011 Software Marketing Book Club selection will be "Differentiate or Die - Survival in Our Era of Killer Competition" by Jack Trout (published 2000 by John Wiley & Sons, Inc.)
It's important to be different. Software marketing is dominated by bad attempts to create excitement about me-too software. To be successful, you have to talk about your application's unique features and benefits.
If you're only talking about your product's or service's high quality or good value, Trout tells us, you're not going to sell a lot of software in today's marketplace.
And it's a mistake to think that your software is a commodity, and that there's no realistic way to differentiate your application from your competitors' offerings.
This is a hard-hitting book about standing out from the crowd. The author is the guy who created excitement about positioning. And now he's delivering practical advice about how to sell more stuff by differentiating your product or service.
Please join the Educational Software Cooperative, and join us in ESC's Software Marketing Book Club.
- by Al Harberg, the Software Marketing Glossary guy
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