旼컴컴컴컴컴컴컴컴컴컴컴컴컴컴커 � 넴 � LETTERS QUESTIONS & COMMENTS 넴 � 넴 읕컴컴컴컴컴컴컴컴컴컴컴컴컴컴켸� 賽賽賽賽賽賽賽賽賽賽賽賽賽賽賽賽 I've always wondered who writes the letters in the first issue of a magazine. I've seen a lot of first issues and they all have letter sections, usually with letters complimenting the magazine on how good it is. If it's the first issue, who has had the opportunity to read the magazine and write a letter? Since I don't know the answer to that question I'm going to go ahead and answer questions that I do have answers for. I hope to have a big letters section starting with the next issue, so please write. Our address is: HomeCraft You can also send E-Mail to us P.O. Box 974 via Compuserve ID # 71450,254 Tualatin, OR 97062 or Prodigy ID # HPBN19A. Several authors included letters when they returned their survey forms to me. Others wrote questions in the margins of the survey form. I'll try to answer all of those questions here. ***************************************************************** Dear Steve: Can you tell me how you got my name and address? This is a good question because it goes to the heart of asking, "How do you put together a targeted mailing list?" As you can in the results of the author survey direct marketing (mailing lists) is a very effective way to sell software. The answer to this question is very simple - I look at everything and anything that might provide a new author (or vendor) address. A good starting point is the ASP mailing lists. These have been available at no charge for members and, as I now understand it, are available to anyone. I read every issue of Shareware Magazine and get quite a few new addresses because they include the author's name and address as a part of the new program listings. Other magazines also sometimes list shareware company addresses, so I'm always keeping my eyes open. I run a small disk vending business and many authors have sent their disks to me for inclusion in my catalog. This, in most cases (but not all) gives me their address. I also receive disks from authors who have read my book and want me to review their software or provide free advise. I generally can only answer one out of ten of those requests for free consulting services, (but there are quite a few reviews coming up) however, it is another source of author's addresses. I also purchase a lot of shareware disks, both to include in my library and to look at for reviews. Plus I talk with a lot of authors and vendors every week and sometimes they pass on a name and address of an author who is doing something particularly interesting. This is the same type of approach that is used to build a mailing list targeted at any other group. Get involved in activities that your targeted market is involved with. Read the publications your targeted market reads. Talk with people within your targeted market and ask questions. And keep your eyes open and alert for every opportunity. ***************************************************************** Dear Steve: I am concerned about legal liability. Have any of your respondents been sued? By customers. By competitors? What type of guarantees do shareware authors offer - 30 day money back guarantee? And what are the results? There has been one case in which a shareware author sued a disk vendor. Datastorm vs. Software To-Go. The vendor was selling copies of Datastorm's software in violation of Datastorm's distribution terms and conditions (they didn't have permission). The case went to court, Datastorm won, and this became the landmark case that firmly established that shareware is protected by copyright law. Other than this one case I know of no other legal action involving shareware that has gone to court. This does not mean, however, that there has been none. I am aware of several circumstances in which an author claimed copyright infringement, and the dispute was settled out of court. It is general practice in this type of case to include a "gag" clause as a part of the settlement agreement, so getting information is very difficult. However, you can tell that they exists because of the secondary effects. For example, I just received a release form from a vendor in which they are requesting copies of my copyright certificates to verify I really own my software. When anyone sends this type of request to authors you can be sure that someone claimed the vendor was infringing their copyright and that person collected money from the vendor. You question, however, seemed to be concerned with customers going after you for damages caused by your software. I know of no instances in which this has occurred in the shareware industry. To protect yourself you should include a user license agreement in the documentation for your software. Part of the license agreement should disclaim all warranties and all liability for damages. Take a look at the shareware put out by major authors for good examples of the appropriate wording. Concerning guarantees, I recommend you offer a full 30-day money back guarantee. Shareware is essentially direct marketing and THE BEST way to make a customer feel comfortable with buying from you is to offer a money back guarantee. Your risk is very small. With shareware the user already has your software, so what do they gain by getting your registered version and then returning it to you? In addition, you are much better off accepting a return than trying to deal with a dissatisfied customer. I've got several customers who complain all the time and I wish they would return the software. But, they continue to bother me, complaining almost on a weekly basis. And then they tell everyone else my customer support and software is the best thing they've ever seen. Well, they are my best source of ideas for improving my software, so I suppose I should be happy they complain. ******************************************************************** Dear Steve: When contemplating selling through retail stores, what level of discount should authors expect to provide full price retailers such as Babbiges vs. discount retailers such as Egghead? I do not divide retailers by what they charge for the software they sell. I base the discounts I'm willing to provide on the volume of software the retailer can sell. If the full price retailer moves more copies than the discounter, I'll be more willing to give the full price retailer a lower price. The percentage discount will depend on factors such as market conditions, name recognition, the competition, your advertising budget and the type of software you publish. Also keep in mind the fact that your software being available as shareware will be a big hurtle to overcome. Retailers don't want to carry software they feel users can get for free. (Just try going into an Egghead and mention the word "shareware." You'll get incredible looks of disgust). Typically retailers expect discounts that average 40 percent off list. However, if the market is hot for a certain type of software, as it was for virus protection/detection software earlier this year, you can make a better deal. If you have a well-know brand name you can also negotiate a better deal. On the other hand, if you're not well known and there is only moderate interest in your software you might have to offer a 50% discount. In general I suggest starting with a pricing structure that favors you. Offer a 40 percent discount orders of fewer than 10 copies and 45 to 50 percent for larger orders. In general, price will not immediately kill a deal. If the retailer likes your software, but does not like your price, they will negotiate with you. Your focus needs to be on selling your software. Make sure the retailer knows why your software is better than the competition's; what its unique features are; and why users will buy YOUR software. By the way, the next issue of HSBJ will have a complete article on how to get your software into the retail channel. ******************************************************************] Dear Steve: I think there should be a national/international shareware clearing house which: + Provides a single place to send new program submissions and updates thus maximizing distribution while minimizing author distribution costs. + Rates programs on a fair and impartial basis for the following: Bugs Quality of programming (modern/old) Value compared to like shareware Value compared to like commercial software Opinion of an "expert" on the subject Other criteria? + Distributes "approved" programs/updates to member vendors and BBS' at least quarterly. Vendors can standardise on CD-ROM for this. + Ensures distribution disks are virus free. + Is supported by vendors and NNSs (NOT AUTHORS! ala ASP) through as-low-as-possible membership rates, to encourage large numbers of vendors to participate. + Allows individual vendors to decide which programs they want to market. + Maintains a 1-800 number BBS for new submissions from authors (one of my vendors is already doingthis type of thing) + Maintains a "approved author only" marketing information section on the BBS (also 1-800) + Lists newly approved programs on a pay-as-you-go BBS (possibly 1-900) so that member vendors can download newly approved programs prior to the next quarterly update. + Allows individuals to participate via a 1-900 download number, or through membership rates compasrible to Compuserve. These fees should be used to lower vendor rates. It is common knowledge that very few authors make money through registrations. In addition, 10,000 struggling authors are not impressed or motivated by stories of the 10 or so successful vendors; particularly ones living off "name" programs written years ago that wouldn't survive in today's highly competitive environment. Because it is probably impossible to support authors through a vendor fee based upon copies sold, a different way must be found to ensure a continuing supply of quality programs. Maximizing distribution while lowering distribution costs should help. ******************************************************************* Dear Steve: Why don't you offer a 50% discount on your book to anyway who responds to your survey? It would help get a lot more responses. That's a nice idea, but it's one I can't afford. I have no control over the price charged for my book and I must pay for copies I get. A 50% discount means I'd pay more for each copy than I'd be selling them for. I'm sorry, I can't afford that, but keep the suggestions coming. ******************************************************************** Dear Steve: How many authors write for the Mac market? We offer our software for both the PC and Mac market, but are having trouble understanding the Mac market. Take a look at the vendor survey results and you'll see that PC software by far dominates shareware - to a far greater extent than can be accounted for by the difference in number of machines. There survey does show 800 Mac programs, so there must be several hundred Mac shareware authors. However, this is a question I can not accurately answer. My experience is 100% PC and when I've tried a Mac I've found them frustrating to use. (It must have something to do with left brain vs. right brain or something like that). If there is anyone reading this who works in both the PC and Mac markets, I would be very interested in hearing your thoughts. ******************************************************************* Dear Steve: Can you give me a list of good places to buy supplies (disks, mailers, etc.) and good business software (accounting, order entry, etc.)? My book, "Writing & Marketing Shareware" contains a extensive list of suppliers. It is available through most major bookstores, or you can order a copy through the HSBJ by sending $18.95, plus $3.00 S&H to the address given at the beginning of this section. You might try looking for a file called GUIDE.EXE on BBSs and information services such as Compuserve. GUIDE.EXE is a text file guide to the shareware business and the last version I saw contained a list of suppliers. The ASP is currently working on putting together a list of suppliers, however at this date it is not complete and I do not know when it will be available or if it will be available to non- ASP members. As far as finding good business software - we will be publishing reviews here, so watch for future issues. The best place to find good business software is in shareware catalogs. There's a lot of business software available and each is designed slightly differently. The way to find the software that best fits your business is to try a few - and shareware is the best way to do that. The recommendation I just made sounds good, but I realize the try before you buy concept is not practical for many businesses. There is just not enough time to find the right software on a trial and error basis. To help shorten your search there are several magazines I can recommend. On the top of the list is Shareware Magazine. They have had some excellent issues covering shareware for businesses. You can call them at 800-245-6717 (from outside the U.S. call 408-730-9291). The address is: 1030-D East Duane Ave., Sunnyvale, CA 94086. If you ask, they may even still have copies of the issues that focused on business software. A subscription is $20.00 per year. A new magazine for shareware users is "Shareware Update". The first issue just came out a couple of months ago and it looks good. Their address is: Shareware Update, P.O. Box 2454, White City, OR 97503-9901. A subscription is $19.95 per year. In the U.K. an excellent magazine is: PC Shareware Magazine. They can be reached at (0706) 222370. The address is: Belgrave House, P.O. Box 43, Rossendale, Lancashire BB4 5PJ. If you live in Australia there is a new magazine devoted to shareware. Unfortunately I've lost my copy. 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