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”
FeedDemon is probably the leading RSS feed reader, but most people don’t know what RSS is. FeedDemon’s software marketing challenge is to show the technically literate their feed reader is the best, while explaining the basics of feed reading to newcomers.
Below is a screenshot from FeedDemon’s home page. Let’s look at what works well and what doesn’t.
I have marked up
- The Good
- The Bad
- The Ugly
The Good, The Bad and the Ugly
The Good. Great examples of software product marketing best practice
1. Straight off there is an explanation of what FeedDemon does and the benefit—“a snap to stay informed”.
There is a quite a lot of text here, but it’s well organized with headings and the features are all described as ways the software can be used i.e. there are implicit benefits.
2. Great to include a screenshot. A lot of software companies show screenshots in perspective like this. Most of time it’s just eye candy, but here it serves a purpose.
A regular zoomed-in screenshot, would provide a clear image—but too clear! Prospects would focus on the articles. Seeing the content clearly would distract their attention from the software.
The image used has the effect of standing back, allowing the prospect to see the whole picture.
The Bad. Could be improved
3. You cannot really understand what FeedDemon does unless you understand what RSS is. If your mouse hovers over this you get a good clear description, but this should be more prominent.
A video would be the ideal way to explain RSS.
The Ugly. Examples to illustrate what you should not do
- No ugly software marketing here.
FeedDemon have a long list of technical features they could have boasted about. Instead they have kept the marketing simple, direct and effective.
Join the Discussion
- Could you improve this software marketing?
- Suggest any examples of best (or worst) practice for software product marketing
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