“When everybody else is doing it, don’t,” said Robert A. Lutz in his book “Guts – The seven laws of business that made Chrysler the world’s hottest car company.”
Lutz was the former President and Vice Chairman of the Chrysler Corporation. He has some fascinating ideas about marketing, including ideas that can help microISVs sell more software.
Following the herd, Lutz believes, can result in disaster. In most cases, the prudent decision is to not get caught up in the currently popular fad. The world doesn’t need another me-too application.
Lutz talks about a number of alternatives to following other companies: For example, you can pay a lot of attention to detail. Make prospects believe that, if you spend a lot of time ensuring that one small thing is done properly, you are no doubt equally passionate about ensuring that the critical things are done right.
Don’t be confined by what is currently being done in the industry. Instead, try to find a category-buster – an idea which, if implemented properly, can put you at the top of your software niche.
Lutz believes that we should let our brands be known for excellence in one or two specific areas. Never try to be all things to all people.
That’s a good software marketing strategy, too.
– by Al Harberg, the Software Marketing Glossary guy