Lessons from the masters - getting it right - If you're lucky...
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If you're lucky enough to have caught the attention of a newsletter or magazine editor, don't even think about offering them a trial version of your software. Give them the full version, and tell them that you'll give one to all their colleagues, too. If someone is in the position of having an audience, and they really like your software, you need to do everything you can to help generate their enthusiasm. What you don't want to do is remind them that they need to buy the full version after thirty days.
In the same vein, don't be too scared to make an old or basic version of your software free. It can be a brilliant way to reach new customers, even if they're not in a position to pay for your product at the moment. The person who is looking for a basic, free solution today might well be the owner of next year's successful company. Make sure that when their time comes and their budget increases, your product is the one that they're already familiar with.
Honesty and recognition of limitations.
You may be able to write great software, but nobody's good at everything. If you can't create good graphics, then don't even think about redoing your own website. If you can't write, don't bother trying to produce the copy for flyers, press releases and websites. Recognize your own limitations and weaknesses.
Tim Korea runs a small software company in the US. Their products all offer well thought-out and innovative solutions for everyday problems, and most of them are based on ideas that originated from Tim himself.
"I'm an ideas man", Tim is fond of saying. "I scribble them down, piece together an ugly, working demo, and then I pass it on to my team. We have three code writers, one graphics person, and we use an outside company to write our copy."
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