| But marketing isn't simply
a fancy word for selling, and it certainly isn't another
word
for advertising. In shareware, marketing is the link between
the producer and the consumer, which roughly translates as
bridging
the
gap between what you sell and those who buy it.
Many shareware authors assume that they don't need to market
their software, because they already advertise. But shareware
marketing should include much more than advertising. It's
about finding out who you're trying to sell to, exactly
what they want from you, and how to give it to them. It's
that simple.
But deciding to start concentrating on shareware marketing
is a big step to take, so where should you begin? As always,
the most
effective technique is to break the task down into separate
components. A common way of doing this involves the marketing
concept of the 4 p's of marketing: product, price, place
and promotion.
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