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 product page for MIB Browser is littered with technical jargon, it shows how some software companies get so caught up in the technology they forget to explain what they do. Check your software marketing is not like this.
Below is a screenshot from MIB browser’s product page. There is a lot of text, and it’s all very technical. Without any images it’s hard to even tell they’re selling software.
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
- No great examples here.
The Bad. Could be improved
- 1. It’s difficult to figure out what MIB Browser does, at least they say it’s for network engineers.
Website visitors who are familiar with the jargon can probably infer this is software for network engineers to manage network configurations. But the description and benefits should be crystal clear for everyone.
- You need to explain your software to non-technical stakeholders (customers’ management, investors, press, finance, novices…)
- You should not rely on technical jargon as it may have different meanings in different languages, industries…
- You should be focussing on customer benefits which invariably are non-technical
The Ugly. Examples to illustrate what you should not do
- 2. There is far too much technical jargon here and way too many technical features. The best way to convey comprehensive functionality and technical depth is via screenshots and demos, but if you must write them out, then:
- Prioritize the most important features, use these as headings to group related features together, and cull less-important features
- Progressively reveal additional details and lower-priority features in supplementary “details” web pages, data sheets and white papers
By doing this you will make your software marketing scanable, your prospects will quickly identify the main messages and be able to drill down where they want more detail.
Now you may be thinking that your software marketing is not nearly as impenetrable as MIB Browser’s, but remember you’re extremely familiar with the space your software operates in. You know all the acronyms and jargon inside-out.
Test your software marketing by asking non-technical colleagues (e.g. HR) and outsiders (e.g. relatives and neighbours) to read, digest and explain it back to you. This is a quick and easy way to use “fresh eyes” to see how your prospects see your software marketing.
Don’t litter your software marketing with technical jargon and acronyms.
Focus on being clear. Explain:
- It’s software
- Who uses it
- What they use it for
- Why they use it – the benefits
Join the Discussion
- What would you do differently?
- Suggest your examples of best (or worst) practice for software product marketing
Please add a comment below or contact Giles @ Smart