Screencast Basics: How to Script a Task Oriented Screen Video for Fun and Profit

Posted on February 4, 2012 by Don Wallace

Introduction

As a software developer, the demo – or “test drive” of your product – is a key marketing tactic. Your company probably has online demos or downloadable demo applications available to prospects. Without spending money, your prospective customers can try before they buy.

However, the scarcity of one critical commodity gets in the way of user demonstrations: time. Many prospects now want to “preview” your application easily and quickly, without even registering an email address or downloading an application, before considering a demo or trial version.

To cater to this time famine, the screencast is a primary tool for providing this instant gratification. A screencast is a digital video recording of a computer workstation screen that depicts an (usually) unseen operator operating a software application.

If you have interested a prospect enough to click a “Play” arrow button on an embedded video, then you must make the best possible use of this sliver of his limited attention. This blog entry shows you exactly how to craft the delivery of those words that cap off your screencast professionally. Continue reading →

Software Case Studies: How They Work for You and How to Write One

Posted on January 20, 2012 by Don Wallace

What is a Case Study?

A case study is a form of advertising copy that allows you to show your customers how you have helped other people and businesses. It puts the solutions that you offer on a realistic, familiar footing to your customers.

A case study is a story from real life that describes how a significant technical, process, or business problem was solved. Like all stories, a case study has a standard structure – a beginning, a middle, and a conclusion. Continue reading →

Startups, Focus on Business, Not “Memes”

Posted on January 19, 2012 by Don Wallace

Here is a pet peeve of mine. As a consultant and freelance copywriter, occasionally I receive a call or email from a prospect who has this profile:

He will only discuss “theorycraft” – hypothetical examples and abstract concepts.
He completely evades and avoids any discussion of his actual current business need.

I have had quite a few calls from prospects who steer the discussion toward confronting and “challenging” me with false or imaginary scenarios. Or who start spewing some meme or theory that is floating around startup circles. Continue reading →

Seth Godin’s “Sold or Bought” Piece: What Doesn’t Fit In Your Online Shopping Cart

Posted on January 13, 2012 by Don Wallace

Seth Godin just posted a pithy observation: http://sethgodin.typepad.com/seths_blog/2012/01/sold-or-bought.html

Some things are bought–like bottled water, airplane tickets and chewing gum. The vendor sets up shop and then waits, patiently, for someone to come along and decide to buy.

Other things are sold–like cars, placement of advertising in magazines and life insurance. If no salesperson is present, if no pitch is made, nothing happens.

This is an interesting observation, especially considering that Seth Godin has also popularized the concept of permission marketing – which is accepted in some circles as the “only” way to sell. (The Amazon.com book listing says: “Permission Marketing offers consumers incentives to accept advertising voluntarily.”)

Let’s explore what Seth Godin says now that affects how we should handle online marketing – an important arena of permission marketing – and therefore a major conduit for products that are bought, and not sold.
Continue reading →

Clients: What is the First Thing You Discuss With A Freelancer? (It’s Not What You Think.)

Posted on January 7, 2012 by Don Wallace

What is the topic of the very first discussion that you should have with an independent professional, like a copywriter or a programmer, who may be able to help your business?

It’s probably not what you think.

I say: Challenge the freelancers that you recruit with the project itself. Ask them how they would handle your needs.

Then, only then … discuss price.

Emphasizing a concern with price before you even mention the deliverable that you need, or discussing the freelancer’s ability to provide you with a result, will drive away quality providers.

Let’s explore how to handle the initial contact with a freelancer as productively as possible.
Continue reading →

The Unintended Consequences of Silencing Your Critics

Posted on August 31, 2011 by Don Wallace

Can you get sued for posting an online review? Of course. Anything is possible.

Should you sue someone who speaks maliciously against your business in an online posting?

Read this article and decide for yourself.

It is perfectly human to want to silence online critics. But attempting this can trigger unwanted attention that defeats the entire purpose of doing so.

A lawsuit against a person who posted a negative online review may have backfired against the business that filed the suit.
Continue reading →

Copy That Doesn’t Suck: Writing for the Software or IT Consultant’s Web Site

Posted on January 19, 2011 by Don Wallace

An occasionally tongue-in-cheek instructional essay on the practice of creating copy for an independent consultant’s web site, focusing on common mistakes made by technology freelancers. This is a minor rewrite of an article first posted on May 22, 2008.

Why You Should Read This Article

This article is a primer on writing great copy for the IT consultant’s web site.

If you are an IT consultant, and you wish to promote your business online without relying upon contract agencies as a primary source of leads, then this article will provide you with some fundamental tools for writing readable, compelling copy for your business web site.

This article will show you how to avoid the common and egregious errors of writing judgment that plague most IT consultant’s web sites.

Before you hire a web designer, before you start printing your snazzy new domain on your business cards, and before you tell your mom to have her bridge club check out your online artistry – please read this article and heed a few simple guidelines. Continue reading →

Don Wallace's Thoughts

Commentary and opinions from a former software development fanatic, now building a business in an entirely new field. Based in Lebanon, Ohio, just outside Cincinnati.

Category Archives: Business