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* The Business of Software

Bob Walsh has just released an ebook, excerpt from the announcement below:

"MicroISV Sites that Sell! - Creating and Marketing your Unique Selling Proposition ($19 USD) covers the six mistakes small self-funded software companies make, and how to use a robust design pattern to avoid them."

More here - http://www.47hats.com/index.php/2008/02/15/microisv-sites-that-sell/

And he would know this how? By selling his book on that subject? No offense to Bob.

Is it about web design? SEO? Marketing?

Table of content? Why the mystery?

Do be fair Victor, he has only just released the book, I'm sure he will beef up the supporting material on his web site soon.

"And he would know this how? By selling his book on that subject? No offense to Bob."

This is an interesting point, Bob has history of Self Styled expertise in this subject with wis books but I'm not sure if this expertise is based on experience or research (or both).

What i will say is that Bobs first book was excellent and proves to that he knows what he is talking about.

He also sells a task manager application.

People, if you go to his site you will see he has been running these type reviews for a while.

He reviews an misv site a writes up what works and what does'nt. That should give you an idea of how he knows.

Yeah thats all nice and dandy, but unless you have built successful software business yourself and you live from it, I don't think I would take your advice on selling and/or creating software products...

Now if you are talking about creating and selling info content like this, yeah I think he has credibility to talk about it.

Nothing replaces doing, you can research all you want...

Dani, that's the paradox.

Those who run a successful software business don't have time to teach others, and I would take an advice from successful people only.

However, I must admit I've read Bob's book "From Vision To Reality" and it is really good (I haven't learned much new but at least I agree with what he says).

>> Nothing replaces doing, you can research all you want... <<

That's true, but doing doesn't replace research either. You can "do" all you want, and still have no idea why something works or doesn't work. And if you're very busy doing, it's likely that you'll miss some promising opportunities that just aren't on your radar.

Many strong chess GMs now have trainers and assistants, and these people generally don't have the same level of skills as the GM. But their research and hard work generates enormous value.

So in the real world, you need both doing and research.

Mark, to a degree, yes. But we are not talking about that. Theory!=Practice.

Let me give you an example. If you were trying to learn to play guitar who would you hire? Someone that did all the research into theory of music and guitar and knows all the notes, scales etc. but never actually played guitar successfully, or would you choose someone that actually knows how to play guitar?

Yep, I have Vision from Reality book and is good collection of advice from *other* people. Bob's roles is more the one of a editor, collector...

I would love to read stuff from Bob on how to create informational content that sells. He has good experience doing that.

Dani, I'd pick the guy who knew all the theory any time.  I've had a couple of tennis coaches, and I've certainly got better results from the one that knew the theory than from the one that was actually an excellent player himself.

Not saying that bob is just the guy that knows all the theory, just commenting on your guitar-playing analogy!

Come on...simmer down now. :)

Bob's a good guy. He started a mISV, did well, then transitioned into an educational role. What's wrong with that?

And if you don't like his work - fine, don't buy it. But it makes no sense to reject it out of hand.

Dani,

The Table of Contents is at http://www.47hats.com/index.php/ebooks/

(I'll be posting an excerpt later today [2/16/08] after I get some sleep. :))

"So why is this guy an "expert" and worth my time and money?" is always a fair question:

-Interviewed in depth 5 successful microISVs. I am an expert at that - I'm an ex-reporter for among other media orgs UPI.

-Based on knowledge gained doing 16 public site reviews and about that number private site reviews, especially the comments I've gotten from those reviewed after they adopted some or all of my recommendations.

-I am a microISV making money, despite of the mistakes I've made with my first product. If I could have bought my first book from somebody, I would have in a flash! Instead, I had to do the work to write that book and have been playing catchup ever since.

-I don't believe in faith-based marketing: I explain my reasoning of why and how Unique Selling Propositions work, especially for microISVs.

I know there's thousands of "Internet marketing" ebooks out there that are not worth a nickel. I wanted to make damn sure I was on target, so I asked 10 microISVers/people I respect to review the beta and tell me what they thought.
 
Sure, I privileged to know Eric Sink, Mike Gunderloy, Pam Slim, Patrick McKenzie, Andy Brice, Gavin Bowman and the rest - that's why I could ask them to do me the big favor of reviewing an 90 page ebook. But Eric, Mike, Pat, etc. are not the kind of people who sugarcoat what they think of something.

Net net - I wanted to write something that really, really helps many microISVs substantially improve their sales. I think I did.

Bob asked me to do a content check of his book before publishing and I'll probably write a real review later, when I have the time.  Personally, I think it would have shaved some time off my learning curve when I was a wet-behind-the-ears uISV. 

Fair warning: he interviewed me for the project, but there are also some people who actually know what they're talking about ;)

>> Let me give you an example. If you were trying to learn to play guitar who would you hire? Someone that did all the research into theory of music and guitar and knows all the notes, scales etc. but never actually played guitar successfully, or would you choose someone that actually knows how to play guitar? <<

That's an unusual dichotomy - normally the choices aren't as extreme as that. And it doesn't equate to Bob's situation, especially as he has access to people with a wide range of real experience.

Well I just went and bought it because you have to be pretty perfect in your business to not find an idea that will pay back $19.95.

Thanks Cidtek!

And the price is $19 USD - I hope you didn't get overcharged! :)

Naw, I only paid $19.00 but I have this go for the last 9.95 at any price point mentality. :-)

What is successful?  5K/month?  I don't call that much success.  I want to know how to make at least 1 Million USD per year.

"I want to know how to make at least 1 Million USD per year."

Write a book showing how to make 5K a month :-)

I always wondered why Tom Peters was so unsuccessful. The guy never ran an company before.

The things you learn on the bos forums eh?

It's the perfect topic for an ebook, and at that price you'd be mad not to buy IMHO.

Just to chime in...  I parted with my cash to get the book, and I'm liking it -- it's a straightforward guide on how to avoid common mistakes when trying to market your product.  Even if you think you know everything about the topic, it's still a good buy to get the guidance condensed into a single, convenient ebook.

Haven't read the book, perhaps I will one day, perhaps not.

Four comments:

1. How much money Bob's made selling software is pretty much irrelevant. Do you think Bill Gates only reads business books by people who have made more money than him?

2. Maybe I am being too harsh, but I went to the linked page - http://www.47hats.com/index.php/ebooks/ - and spent a lot of time looking for the sales letter. The links I clicked just lead to the order form.  Where was the sales letter? I wanted to see, so I even went to Google and searched for it... then I guess the safari software URL and tried finding the sales letter there.

Then the reality dawned on me: http://www.47hats.com/index.php/ebooks/ probably is the sales letter. At least for now.  Is that right?

Just IMHO, but if this is the sales letter it is not very good. Which is kind of ironic. That said, for initial traffic, e.g. from this forum, it is probably converting, because people are curious to see what's in it, and the comments in this thread.  But I bet it doesn't convert in the long-run, to people who have never heard of Bob Walsh, this forum, etc..

Anyway, maybe that issue will be addressed in due course.

3. There is a lot of research and testing already done (over 100+ years) into direct marketing, direct response, sales letters, and free trial/subscription offers. More recently there has been research specifically applied on the Internet in these area.

Maybe this research is not specifically under microisv label, but it's the same basic topic.  We all like to think we're breaking new ground and discovering new techniques, but the reality is that in sales and marketing, giants really have trod the ground before us.

Having not read the book, it probably would be premature for me to comment on its contents! Anyway, I hope Bob has used some of that information.  There were a couple of things in the ToC that made me raise an eyebrow, but maybe that's just the choice of wording for the ToC summary.


4. Good luck Bob

Thanks for the feedback Sunil!

http://www.47hats.com/index.php/ebooks/ is the page for the ebook, there is no "Sales Letter" per sec - like a lot of people, I cringe when I see sales letters (centered text, yellow highlighting, boxed testimonials from people you've never heard of, a price buried at the bottom with three easy payments, etc.)

I don't deny sales letters work - I've succumb to them.

But that's not the kind of selling I want to do, and IMO microISVs should not do that either. Too many scams, too much abuse, too many authors who spend more time on the sales letter than on the content.

Bob's first book was worth it's weight in gold to me.  The guy has done more than his fair share of "public service" work, and, I'm sure I can find probably find $19 worth of value within the first 15 minutes of reading his new book (if history is any indicator).  Come on, $19 barely gets a pizza delivered to your door anymore.

Even if Bob didn't have his own successful MicroISV, I would read almost any good writer who has aligned themselves with some of the most successful (re: Eric Sink, etc.) and most astute (re: Patrick McKenzie, etc.) luminaries in the industry.  Even if Bob were still working purely in a "reporter" role, the people he talks to have insights that I want.

Also, I get no $ from Bob for this, although I did purchase "From Vision to Reality" a couple of years ago.

Best of luck, Bob.

Best luck Bob; I already enjoyed your first book, and I didn't mean to be harsh in my comment above. Actually I have spent many nights in the archives of BoS trying to identify a pattern in please-review-my-website comments.

I have found interesting things, and I want to launch a blog about all these things. I hope to monetize the blog with Google ads, that's why I'm looking for a SEO book about problogging.

:)

Bob

You're equating sales letter with scam or dishonesty. What I am principally talking about is simply explaining the benefits of a product, as well as the reasons why I should buy from you. (The presentation of the letter is largely incidental and a matter of testing). Your current page doesn't do that for me, and I don't believe will do it for people outside those who have already heard of you.

On the broader point, frankly I am amazed (I keep thing that I must have misunderstood you) that you would reject out of hand proven and time-tested techniques of direct response marketing, because some people use them dishonestly. I think in your heart, you can't really believe that all the direct response ads you see online or offline (mainly in newspapers, magazines, snail mail and leaflets, but also on TV, billboards etc.) are automatically for scam products. It's like saying you won't use Object Orientation or Structured Programming because some people use them to produce spaghetti programs.

Honesty and the style of marketing are IMHO independent variables. You can combine honesty with any style of marketing, and dishonesty with any style too. I believe the goal should be to combine 100% honesty with the most effective marketing style (measured in terms of sales or profits). If you really are rejecting certain marketing styles just because you don't personally like them, then I guess we're never going to agree.

I'll also say this (in this context, you = anybody selling): If you have a product that your prospects would benefit from, but they don't buy because you never properly explained the reasons why they should buy, then you're not only letting yourself, but you're letting your prospects down too.

> I keep thing

I keep thinking

Sunil,

I think you are a little harsh on Bob here; he's the author of Clear Blogging and Micro-ISV: From Vision to Reality. That's enough for me; what you should be concerned about is if this book can help you, as a programmer, a designer, a SEO expert, etc.

> If you were trying to learn to play guitar who would you hire?

You wouldn't hire anyone. You'd buy my software instead! :)

But thanks to the OP for posting the notice. I'll have to check out Bob's new book. I've got a new release coming up, and really, at $19.00? If there is 1 -- just one -- a single thing in there of value, that will pay for the book 10x over. I've taken advice from people before and been VERY glad that I did. I really don't see what the moaning is about.

@Ryan

Hi Ryan,

The moaning is about folks who are pleased to take free tips from anyone - even well known anyone's - but shudder and skirmish when it comes to paying for some. They would make the FOS crowd proud.  $19?  Even if Bob has nothing to contribute (and I'm not saying that) in the book it would be no different to any other book in any other industry that was similar.  However I doubt that's the case, some of the folks who reviwed it (and I'm not one of those) know enough to ensure the contents are worthwhile to at least discuss. But it's not the contents that's really the issue - it's the $19. As I opened with folks getting info for free = Double Plus Good - folks having to pay for the same or other info = Evil Speak. This industry is full of these jokers using open source tools, free tools and free advice to launch their "next big thing" to make a killing.  Funny thing is - they never give a cent back to the industry themselves through free advice or assistance when it's needed by others who are where they once were.

@Another "Expert" Who Tired Of Giving Free Advice

Love the moniker! :)

Just bought Bob's new book...

Comment #1: The pages are WIDE and not long! Fantastic for an eBook. I HATE scrolling in PDFs! Very nice to read!

#2: Only on page 15 so far, but sounds good. Bob is easy to read and addresses things clearly and concisely. i.e. He's not f***ing around and wasting my time like so many eBooks that I've read before.

#3: Skimmed ahead... Bob's got some nice looking step-by-step guided worksheets and excersices.

Haven't finished it of course, but whining about $19? Sheesh! I just spent over $500 on software in the last week! If $19.00 can help me put that $500 to work, why would I not jump at the chance for at the VERY MINIMUM another perspective!

I just don't get the cheapo mentality. If you want to make money, you need to invest a bit.

$19 is nothing to pay for great advice, info and opinions - if you can use them to feed your own ideas and take you in directions you may not have thought of. I will be buying it.

Compare to Brian Clark, of Copyblogger (who I also like to read) who charges $97 PER MONTH for access to his Teaching Sells material. http://teachingsells.com/

If Bob is taking anything away from this thread, it's that everyone seems to think $19 is really cheap. Time to increase the price. :)

@Ryan

That's no Moniker - I never knew the woman or the dress!!

Glad you're enjoying the book. I'll be grabbing it myself later (the book, not the Moniker). Though for my culturally different view of grammar Bob could tidy up the sales page a bit - the grammar's not so appealing there.

sloop - That was one piece of advice my pre-release reviewers gave me over and over that I didn't take. Maybe I should! :)

My thinking is this is going to be the first of more than a few of these ebooks: I want to build the brand here so that people in this community feel very confident they are going to get much more than their money's worth.

Second, I don't want to price this out of the reach of the global market - "microISVism" isn't just happening in the states and western Europe - it's global.

If - after reading this ebook - you feel it's underpriced, I'd very much appreciate a post on your blog, or you telling your online mates about it.

> I think you are a little harsh on Bob here;

Sorry if that's how I came across. I didn't intend that. I need to work on my communication skills - I really trying to say that I was just a little surprised at Bob's comments in this thread.

As far as the book is concerned, as already mentioned I haven't read it - thought perhaps I might if I get round to it. So, I have no comment on it or its content, except to wish Bob luck.

I purchased the book last night and I am about half way through so far.

I think the price is about right for an e-book.  This is the first e-book I have purchased and I have to say that I really do not like the experience of reading the book on my pc.  I would rather have a physical book but I do understand the realities of working with traditional distribution channels for books so I understand the desire for selling e-books.

The book is quite timely for me because I am working with a designer on the website for my first product right now.  I already feel like the book has had a positive influence on how I am thinking about presenting my message. 

In fact, I feel like I got my money's worth just from section II of the book.

I highly recommend it and I'll be posting a review of the  book on my blog after I finish it.

Thanks Darren! It's comments like your's that fire me up!

As promised, here's a free excerpt:

http://www.47hats.com/index.php/2008/02/18/why-microisvs-fail-to-sell/536/

Hurrah :)

Probably my country is one of the last in the world (if not the last) where paypal is not present, so maybe this is not a real issue for anyone else, but for me having paypal as only payment option is a stopper.

If you have a Visa or Mastercard branded credit card, you can pay through Paypal without a Paypal account.  Does that help you out?

Good point Pat - I've added 2checkout.com as means to purchase. There are lots of people in this world who can't or won't do business with PayPal.

Due to the Bob's fast reaction, I bought it over 2CO.

However, I have a VISA and I am not aware of a way to buy without creating a paypal account. I would really like to know how to do that without opening an account because there are a lot of services I missed because I can't pay over paypal. Whenever I came to the paypal purchase page it asks me to create an account or to sign in.

On a second thought, it is possible that the main screen is not asking me actually to create an account, but it is asking me to give all my info, and my country (Macedonia) is not among the countries in the dropdown list, so I can not move any farther. Choosing another country would probably lead me to many problems.

>I have a VISA and I am not aware of a way to buy without creating a paypal account.

See:
http://www.perfecttableplan.com/html/paying_via_paypal.html

Ps/ If you already have a PayPal account, then I believe PayPal store this information in a cookie and use it to change the payment page to try to make you use your account. But you can just delete the cookie.

I guess they see I am coming from Macedonia and don't let me to that page. I always get to this title: 'Create a PayPal Account or Log In'