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Full Description
The Must-Have Promotion Guide for Every App and Hardware Developer! Developing your product took lots of hard work over months, nights, and weekends filled with blood, sweat, and tears. Don't abandon it now. Shower your app with the quality promotion it deserves! Erica Sadun and Steve Sande help you earn strong app reviews that can transform sales from lackluster to blockbuster. As leading tech bloggers, they know exactly what reviewers are looking for. Now, they deliver simple step-by-step advice to position your product, build key relationships, and sell your story. Packed with real case studies from their overflowing inboxes, they reveal where developers can go wrong and when they've gotten it right. Great tech promotion doesn't need to cost a lot. You can do it yourself, even if you've never marketed anything before. It just takes a little time, thought, and the skills you learn in this book.* Peek behind the curtain to learn how web review sites really work * Get your product into shape and ready for your marketing push * Craft great pitches that sell your excitement and explain your product's key features and appeal * Lead reviewers "by the hand" with simple, succinct language * Avoid common mistakes that kill your chances for a review * Create the essential PR support material your product needs * Respond productively to both good and negative coverage * Keep bloggers in the loop about what you'll be doing next Includes exclusive worksheets and checklists for: * Profiling potential customers * Evaluating competitors * Estimating market size * Writing and checking your pitch * Tracking and targeting bloggers
Contents
Preface xviii Who This Book Is For xviii Why Pitch Perfect xviii How This Book Is Organized xx 1 How Blogs Work 1 A Typical Day at a Major Blog 2 Review Requests 2 Smaller Blogs 4 Making Sausage: How Reviews Happen 4 What Do Bloggers Look For? 5 Why Do Bloggers Review? 6 Attracting Readers 7 Providing Criticism 7 How Do Bloggers Perform Evaluations? 8 Performing the Review 9 What About Accessories and Other Hardware? 10 Elements of Review 10 Graphics and Design 12 User Interface 12 Value 13 Utility 14 Settings 14 Options 15 Features 16 Finish 16 How Much Time Is Spent Reviewing Each Product? 17 What Kind of Timeline Crunch Are Reviewers Under? 18 How Long Does It Take to Tell You're Trying Out a Lemon? 19 What Kinds Of Reviews Do Bloggers Write? 19 First Look 20 Overview 20 Hands On 20 In Depth 20 Choosing a Review Type 21 Why Blog Reviews Matter 21 Marketing Realities 23 Wrapping Up 24 2 The Attractive Product 27 Product Definition 28 Who Is Your Customer? 28 What Problem Does It Solve? 29 How Does It Pop? 29 What Makes a Good Product? 30 They Have Awesome and Easily Understood User Interfaces 30 They Empower Users to Do Something 31 They Change to Meet a User's Needs 32 Successful Developers Know Their Markets 32 They Are Polished 33 They Keep Current 33 They Are Relevant 33 Why Good Interface Design Matters 34 Refining the Product 35 Beta Testing Your App 36 Falling in Love with Your Product 37 Nondisclosures, Embargos, and Exclusives 38 Competing Against the Big Guys 39 Building in Self-Promotion 40 Wrapping Up 42 3 Crafting Your Pitch 43 Designing the Pitch 44 Essential Pitch Components 45 A Motivating Subject Line 45 Product Name 45 Product Price 46 Links 46 Screenshots 47 Video 48 Description 49 Feature List 50 Contact Information 50 A Sample Pitch 51 Remind Us Who You Are 52 Capturing Attention Through the Subject Line 53 The Subject Line's Role 53 Good Subject Lines 54 Why Subject Lines Fail 55 Subjects for Non-Review Pitches 56 Promo Codes 57 How to Send Promo Codes 59 Creating a Product Link 60 Creating a Company Link 61 Tokens for Mac 62 Going Free 63 Differences Between Hardware and Software Pitches 64 Design 64 Value 66 Functionality 66 Hardware Pricing 67 Video Gold 67 Hardware Review Logistics 68 Benchmarks 69 A Word About Kickstarter 70 Case Study: The Une Bobine Video 71 Common Hardware Product Categories 72 Cases 72 Headphones/Earphones 73 Docks 73 Speakers 74 Drives 75 Power Supplies (Batteries, Chargers, Car Chargers) 75 Camera Accessories 76 Books/Ebooks 77 Cables and Gizmos 78 Hardware Pitches 79 Wrapping Up 79 4 Pitching Do's and Don'ts 81 Know the Site 82 DO Address Requests to Specific Bloggers 82 DO Aim for Series Posts 83 DO Consider Being a Podcast Guest 84 DO Consider Non-Review Posts 84 Scheduling Out 86 DO Provide Specific Dates and Timelines 86 DO Bring Up the Topic of Exclusive First Looks 87 DO NOT Jump the Gun 87 Leverage Personality 87 DO Offer Access 88 DO NOT Hijack Conversations to Pitch Your App 88 DO Listen When the Blogger Offers Feedback 89 DO Be Friendly 89 DO NOT Subscribe Us to Your Personal Email List 90 Communicate Well 91 DO Leverage Success 91 DO NOT Name Drop Celebrities Unless You're Getting VC Funding 91 DO NOT Snitch on Competitors 92 DO Know Who You're Writing To 92 DO Avoid the "Ugly Sister" Scenario 93 DO Use Native Review 93 Checking In 94 DO NOT Harass the Blogger 95 DO NOT Spam Bloggers 95 DO NOT Presume That a Promo Code Request Leads to a Review 97 DO Presume That a Tangible Product Request Leads to Coverage 97 DO NOT Expect a Reply 98 DO Jump on Replies 98 DO NOT Resubmit Your App Pitches 98 Watching Your Timing 99 DO Accommodate Current Events 99 DO Build Opportunities 99 Gaming the System 100 DO NOT Astroturf 100 DO NOT Offer to Pay for a Review or Prioritize Your Product 100 DO NOT Try to Make Us Pity You 101 DO NOT Pretend to "Just Be a Customer" and Talk About a Product You Just "Discovered" 102 DO NOT Quote Reviews Out of Context 102 DO NOT Specify "Terms" for Your Review 102 DO NOT Lie and Mislead 103 Avoiding Offense 103 DO NOT Be Racist, Sexist, Etc. 103 DO NOT Burn Bridges 104 Submitting Through Channels 104 End Run Exceptions 105 When to Pitch 106 Dealing with Apple Review Headaches 107 Wrapping Up 109 5 Case Studies 111 Case Study: Short But Sweet 112 Case Study: The Solid Query 112 Case Study: The Professional Pitch 113 Case Study: The Lost Holiday Opportunity 115 Case Study: The Meh Pitch 115 Case Study: The Completely Inappropriate Pitch That Made Us Smile 116 Case Study: Winning by Charm 117 Case Study: Completely Missing the Mark 119 Case Study: The Perils of Autocorrect 119 Case Study: Buzzwords 120 Case Study: Not Enough Detail 122 Case Study: The WTF We Don't Even Pitch 123 Case Study: The Pitch That Got Away 123 Case Study: Don't Submit Multiple Products All at Once 124 Case Study: Machine Translation 124 Case Study: Avoid Unspecific Bullets 125 Case Study: The Excellent Response 126 Case Study: The Pitch Rewrite 127 The Original Pitch 128 The Rewrite 130 Case Study: Remembering That the App Is the Hero 130 Case Study: The Twitter Pitch 131 Final Tips: Avoiding Grandiosity 132 Wrapping Up 134 6 Preparing for PR 135 Get Your Product into Shape 135 Prepare Your Marketing Text 137 Choose Strong Branding 137 Website Essentials 138 Add a "Contact Us" Link 139 Take Care with Company Branding 140 Creating a Reviewer's Guide 142 The Tao of Reviewer's Guides 143 About Press Releases 144 Preparing That All-Important Product Video 145 Recording Videos 146 Good Demo Videos Qualities 147 Editing Videos 147 Tightening Your Pitch Video 148 Video Music 149 Posting Videos 150 The Live Demo 150 Preparing Review Materials 152 Do You Want the Product Back? 152 Should You Include Other Items in the Package? 152 Should You Submit Full Copies or Time-Limited Demos? 152 Social Media 153 Be Interactive 154 Be Diplomatic 154 Don't Be Hostile 154 Be Human 154 Be Focused 154 Be Informative 154 Be Active 155 Use Automatic Posting Tools 155 Cover All Possible Outlets 155 Be Giving 155 Wrapping Up 156 7 The Care and Feeding of Your Blogger 157 Establishing Relationships with Bloggers 157 Be Patient and Persistent 158 Be Understanding 158 Accept Criticism Graciously 158 Advocate for Yourself 159 Be Human 159 Be Available 159 Be Aware of the Blogger's Focus 160 The "Be a Decent Human Being" Rule 160 Responding to Reviews-Both Good and Bad 161 Handling Good Reviews 162 Responding to Negative Reviews 162 Inconsistent Reviews 163 Incorrect Facts 163 Using Comments 163 Why Wasn't My Product Reviewed? 165 Wrapping Up 166 8 Worksheets and Checklists 167 Know Your Customer: Developing a Customer Profile 167 Worksheet 1: Likely Customer Overview 168 Competitive Analysis 169 Worksheet 2: Evaluating Competition 169 Potential Market Size Calculation 170 Worksheet 3: Market Size Calculation Worksheet 173 Pitch Checklists 173 Worksheet 4: Checking Your Subject Line 174 Worksheet 5: Checking Your Pitch 174 Reviewer's Guide Checklist 175 Worksheet 6: Essential Reviewer's Guide Elements 175 Blogger Relationship Database 175 Worksheet 7: Blogger Contact Details 175 Wrapping Up 176 Index 177
