page listing - Google's search engine results page (SERP) containing a reference to each page on your website.
To use Google to find your listing of web pages, type site:www.your-domain.com into Google's search box (substituting your domain name for "your-domain") and click the "search" button.
page rank - A search engine's guess as to how important a web page is.
In earlier days, website owners were obsessed with improving their Google PageRank. Today, PageRank is regarded as an inconsequential rating of a web page.
page view - A unit of measurement of how many people look at a particular page on your website.
passive voice - A sentence in the format "Object is acted upon by subject".
You're writing in the passive voice when you say that an object has something done to it by a subject. Here's an example of a passive voice sentence: The data is compressed into a zip archive by the program. The active voice version of that sentence is: The program compressed the data into a zip archive.
Passive voice sentences are vague. They rarely tell you who did what. When you say, "Plug-ins can be added to the program," we don't know who is going to add the plug-ins. Is the software developer going to add them before the purchase, or are the plug-ins something that the customer has to take care of? Compare that to the completely understandable active voice sentence, "You can add plug-ins to the program".
The passive voice is great for weasel words. Passive voice sentences like "Mistakes were made." and "Program bugs were found." let you dodge responsibility. To sell more software, avoid writing in the passive voice.
password marketing - using your software's password protection regimen to sell more of your software.
If your software lets your users save their data, and allows them to password-protect their data, then you have an opportunity to offer additional value to your customers and prospects. Help your users choose effective passwords. Most users want very much to protect their privacy. But this desire rarely translates into their choosing effective passwords.
Show your customers that you care about their privacy and security. Don't let them create low-quality passwords.
Andrei Belogortseff heads WinAbility Software, a developer of security and password utilities. WinAbility markets USBCrypt, an application that makes it simple to encrypt and password-protect your PC's removable and fixed drives. "It's important to protect your data with a long, complex password," Andrei tells us. "Use a mixture of letters, numbers, and symbols."
If your application asks users to choose a password, help them choose a strong one. Your application could include a list of terrible passwords, and if your user selects one of those easily guessed passwords, show that you care. Suggest that they choose a better password.
"Remind your users of the flip-side of using a strong password," Andrei tells us. "If you don't remember your password, it will be hard to recover it."
You can even talk about your software's password protection regimen on your website. Make it part of your software marketing presentation. Use helpful password selection tips to sell more software.
pay for inclusion
pay for inclusion - A system by which you pay a search engine or directory to include you in their index for some period of time.
pay per click
pay per click - A search engine advertising system where software developers pay a pre-determined amount of money to the search engine company each time a user clicks their hyperlink.
permission - Getting the prospect's consent before delivering a sales pitch.
For software developers, this means enticing your prospects to sign up for your opt-in newsletter, which you use to give them 95% useful content, and 5% sales message.
"Permission Marketing: Turning Strangers Into Friends, and Friends into Customers" - A book by Seth Godin.
Godin believes that traditional advertising - which he calls "interruption advertising" - no longer works. This old-fashioned advertising methodology has simply lost its ability to persuade.
Instead, offer people something of value. For example, send them a free newsletter with wall-to-wall information about how they can make their lives better.
In return, ask for their permission to market to them in your newsletter. Well, you don't have to say it quite that way when you're asking for their permission.
Your prospects won't accept this proposition if your newsletter is strictly an advertising vehicle. But if you promise to deliver valuable content - and if you deliver on your promise - then you'll be able to reach a wide audience with your sales presentation.
This book is an easy read. It's heavy on examples and checklists, and light on obscure marketing theories.
To read my entire book review of Seth Godin's "Permission Marketing", check out the book review archives on this website.
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