Software Marketing Review: Entropy 101

See how other companies market their software. This is part of a series of reviews looking at examples of software product marketing: “The Good, the Bad and the Ugly”

Entropy 101

This is an example of seriously bad software marketing. It’s really hard to work out what type of software is being “sold” here, let alone see how anyone would be convinced to download it – even it is free.

Below is a screenshot from Entropy 101’s home page [site no longer online].  Let’s look at what works well and what doesn’t. I have marked up

  • The Good
  • The Bad
  • The Ugly

Entropy Home Page (top)

The Good, The Bad and the Ugly

The Good. Great examples of software product marketing best practice

The Bad. Could be improved

  • Nothing good or bad – this one’s all ugly. I think it needs a total re-write from scratch.

The Ugly. Examples to illustrate what you should not do

  • 1. This is an awful image. It shows some packaging and a designer has added a nice shiny reflection to “look good”. But looking good serves no purpose if it’s not communicating a message to website visitors.

    This image does not even show that this is a software company, it’s a box and could contain almost anything.

  • 2. Not only is this web page an example of poor marketing content, it’s a poorly designed web page. Visitors cannot click on the images or the text below to navigate to one of the product pages. They have to use the small text links at the top.

    If you have to write instructions telling people how to use your web page, then you have made it too complex and should redesign.

  • 3.Describing your software as a replacement for another is a really bad idea:
    • Not everyone will know what the other software is
    • People will assume the other software is the market leader

Below, we can see the full home page

Entropy Home Page (full)

The Ugly. Examples to illustrate what you should not do

  • 4. Most of the page seems to be devoted to ads, or partners if I am being generous. Including additional information will distract your website visitors and greatly reduce your credibility as a software vendor.

You should keep your software marketing information focused on helping prospects understand what your software does and the benefits for them.

Surely Entropy 101’s product page  [site no longer online] will be better. Let’s take a look.

Entropy Product Page

The Good. Great examples of software product marketing best practice

  • 5.Clear screenshot, quickly gives an indication of what type of software this is. Although the software does not appear that engaging.Your software is probably more enticing and including a screenshot with context will help people understand what it does.

The Ugly. Examples to illustrate what you should not do

  • 6.The title does not explain anything useful to customers.As a developer you may be proud that you have coded features like a ribbon bar and a touch-screen interface, but customers don’t care.

    They want to know what the software does and how they benefit.

  • 7.Again website visitors shouldn’t need any instructions, but if you really need to give instructions:
    • Give people steps to follow—don’t tell them what not to do
    • Write from the perspective that anything that goes wrong is your fault. Customers are not wrong.

      Assume they’re not responsible for anything that has gone wrong. Apologize and try to help them with clear instructions.

Worst Practice

Entropy 101 does not really explain what Chariots PIM DB does, who would use it or why.

You should assume everyone coming to your software marketing materials knows nothing about your software. Explain in 5-8 seconds what your software does and what’s in it for them.

Join the Discussion

  • What would you do differently?
  • Is this one of the worse examples of software marketing you have seen?
  • Suggest your examples of best (or worst) practice for software product marketing

Please add a comment below or contact Giles @ Smart

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