Click Studios Blog

Hi Mark,

Your product looks good, and your website looks good as well. However there is one glaring issue that you might give some attention to. Before I get to it, I want to ask that you please take this in a positive light, I mean no disrespect.

In a word what you should consider addressing most in your marketing efforts is: TRUST. You are after all selling a security related product. When I first discovered your product on CNET I was intrigued and excited. I was impressed by your website. But my enthusiasm quickly waned when I was not presented with facts leading to credibility and trust in your company.

Some things to consider:
1. Are you incorporated? Post a link to the governing body where a prospective customer can verify your business license (or equivalent thereof) Post a link to show (if available) that there are no complaints registered against your business.
2. Do you belong to any organizations that lend credibility to your company? Here in the states we have the BBB (Better Business Bureau). Again post a link showing no complaints have been registered.
3. Use a help desk (ticket) system for support. And/or provide a webform instead of an email address link hanging out “in the wild”. My browser threw a security dialog when I clicked on your email link. While I fully understand why my software did this, many prospective customers may not. And a security warning originating from your site will be less than inspiring.
4. Post web content assuring prospective customers that your software will never connect back to your company (or any other location for that matter). Incorporate a quote or two from CNET regarding their software screening process. “We test all software products submitted to us against a comprehensive set of criteria.”
5. Consider becoming an SSL certificate reseller and offering bundled packages. If you do this I would recommend going with a well known company such as Network Solutions, VeriSign or Thawte.
6. Don’t list your customers. I realize this is very tempting and appears to establish credibility. However it really just makes them a target for hackers, and your company doesn’t look good for doing so. Perhaps offer to supply references if a prospective customer is willing to sign a non-disclosure and/or privacy agreement.
7. Certifications and/or third party audits. I know this is expensive and time consuming, however consider the credibility gained, and the marketing potential.
8. Post customer testimonials. Sanitize the testimonials so they don’t reveal full names, company names, etc. (for security reasons of course).

More marketing directed considerations:
1. Offer a live demo. Perhaps require registration or an email request to filter out less than serious prospects.
2. Consider launching a reseller program. Offer an attractive discount (30% is pretty standard sales commission in the States, but you know your profitability goals best). Keep it simple.
3. Contact web hosting companies. They could offer your software to their customers as a service.

Well enough of my ranting. Hope something in this post helps.