Software Marketing Review: Fetchnotes

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”


The home page for Fetchnotes is a great example of succinct software marketing. This shows how you can convey the value of your for a customer in just a few words – around 50 words here.

Below is a screenshot from Fetchnote’s home page. Let’s look at what works well and what doesn’t.

I have marked up

  • The Good
  • The Bad
  • The Ugly
Screenshot of Fetchnotes Prelaunch Home Page

Fetchnotes Prelaunch Home Page

The Good, The Bad and the Ugly

The Good. Great examples of software product marketing best practice

  • 1.Very quickly summarizes what they do and expresses this as a problem you’re likely to have. Describing this as a pain and then saying “we do it for you” is a great way to explain the benefit.Even better, the language encourages an emotional response, and we almost always make our decisions based on emotions not facts.
  • 2.Second level of detail is also crisp and clear. We get a bit more information on what’s involved and it all sounds easy.At this point I would like to know a little more about how this service is delivered – is this a web service, or an app? They have not launched yet – so I guess they have not finalized that decision.
  • 3.Fetchnotes are using a service called launchrock, which is a great way to get some initial beta testers and early feedback.Launchrock use a viral marketing tactic. You add your email address to their list and they give you a url that’s specific to you. You then promote that url to your friends and if enough of your friends sign up using your url then you will be included in their beta program.

    Try it – signup using my link [link no longer works] and I will get the credits 🙂

The Bad. Could be improved

  • 4.Using a pen and stack of post-it notes quickly establishes some context of note taking and to do lists.But it also reminds us that writing yourself a note on a Post-It note is very quick and easy. If you’re pitching a service to replace Post-It notes then I would make them seem like a problem and use a photo with lots of them stuck around a monitor, on a desk, piling up…

    Or I would use a photo of a smartphone to emphasize the advantages of taking it mobile.

The Ugly. Examples to illustrate what you should not do

  • Nothing ugly here

Best Practice

Typically we include too much. Too many features, too many examples, too many words. Look at your text, try paring it down to the bare essentials. Simplify.

Join the Discussion

  • Do you agree – or are Fetchnotes being too brief?
  • What would you do differently?
  • Suggest any examples of best (or worst) practice for software product marketing

Please add a comment below or contact Giles @ Smart

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