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   .
Press Releases for Software Developers
from Al Harberg of DP Directory

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The Software Developer's Press Release FAQ

Page 2 of 8
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Q: How important are the online press release portals?

There are hundreds of influential online writers who need to hear about your press release. All of these key columnists are on DP Directory's distribution lists.

publicity is free, and press releases deliver Recently, however, a lot of so-called press-release sites have been launched online. Only a tiny number of them can help you sell your software. Most of these sites are modelled after the free-for-all (FFA) sites that were created a decade ago to trick the search engines into thinking that your website must be important because it has a lot of backlinks pointing to it. Just as the FFA sites have proven to be failures, so too have the FFA-style press release sites. As a rule of thumb, if editors don't visit a site, and software buyers don't visit a site, then don't send that site your press release. None of these worthless portals are on DP Directory's distribution lists.

Q: Are news releases more effective than advertisements?

Press releases are part of the toolkit that you need to use to market your software. Press releases are a very cost-effective vehicle compared with banner ads, print ads, broadcast ads, brochures, directories, contests, sweepstakes, seminars, sponsorships, trade shows, catalogs, and other techniques to generate sales.

press releases boost software sales Q: Are new product announcements more credible with consumers than ads?

When potential customers read your ads, they know that the words were bought and paid for. But when they read a press release about your software, you're not identified as the source of the "news" An independent editor or blogger has selected your news release for printing. The press release is seen as the editor's description of your software. So the publicity that you get from sending press releases is much more believable than your paid advertisements. Every trusted editor's "endorsement" inspires many software purchases.

Q: Are press releases more affordable than ads?

A press release campaign is an inexpensive technique for gaining a lot of publicity. Even a 1-inch ad without a picture or logo (known in the trade as a "tombstone") in a mid-size computer consumer magazine or computer trade magazine costs more than a modest press release campaign. If you write your press release yourself, we'll give it a careful reading, free. And we'll email it to more than 1,000 computer editors for $129(US).

press releases have more credibility than advertisements Q: What is the possibility that my news release will be used?

The bad news is: Editors receive a lot of press releases, so many that they couldn't possibly use all of them.

The good news is: Editors tell us exactly what they are looking for. And with a little effort, you can increase your chances of having your press releases used by magazines, newspapers, and bloggers.

The two key questions that are going through the editors' minds are:

Is your software application something that my readers will be interested in?
Is your press release well-written, or will it require a lot of editing?

Q: Should I send a one-time news release or launch a sustained press release campaign?

Any well-written and well-targeted press release should more than pay for itself in increased sales of your applications. By systematically sending out announcements whenever you launch a new product (or a new version of an existing application,) you not only generate sales, but you also increase your company's name recognition and credibility. When customers and prospects see your name online and in print month after month, they feel more and more comfortable about your programs. So, setting up a press release strategy has positive effects in both the short- and long- term.

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Please phone Al Harberg on (860) 659-1065 (Eastern US time zone - GMT-5) or send Al an email today to discuss your news release campaign.

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The Software Developer's Press Release FAQ
Page 2 of 8
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Press releases result in sales, not just downloads.
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Your press release has to convince the editors that you have a unique application that can make their readers' lives better.

Your press release also has to sell your program's benefits to the publications' readers.

And you have to do all of this without sounding like a sales pitch.

You need professional help.

Contact Al Harberg now.

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If you keep doing the same old things, your software sales won't go up.

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