Thanks Jo, That was a great list of things and well put.
Martin, On Fri, 2010-08-13 at 18:28 +0200, Jo-Erlend Schinstad wrote: > On 11 August 2010 05:48, Lisandro Vaccaro <lisandro.vacc...@gmail.com> wrote: > > And also what would be the does and don'ts for marketing. > > > 1. Almost anyone you're addressing will have Windows or OS X. Many of > those will have made a contious dicision to use the system their > using. Never let them feel stupid for making that choice. That means > you don't want to badmouth other systems. They've made good choices in > the past, and they'll make good choices in the future. But they have > to know what their choices are, and that's why they should familiarize > themselves with Ubuntu. > > 2. People are sceptical, specially when things are free. Make sure > everyone knows it's not a choice between their current system and > Ubuntu. They don't have to give anything up. The goal is to make > people want to _try_ Ubuntu, not to _choose_ Ubuntu. It might be fun > to try it, but the choice is theirs. > > 3. Different people are impressed by different things. Know who you're > talking to. Choose a few unique selling points that suits your > audience and stick with them. Aesthetics is important to some people, > while efficiency is more important to others. Some people are more > interested in ease of use than security. It's always nice to have a > good argument in reserve when people start asking questions, so don't > spend them all at once. > > 4. Disappointed people speak louder than happy people. Don't oversell > and never cover up weaknesses. If they try it and find that it's not > for them, they might still recommend that others give it a shot. If > you disappoint them, however, they will discourage others. In other > words, it's more important not to disappoint than it is to impress. > The expectations should be just high enough for people to want to try > it, but low enough that the system surprises them in a posisive way. > > 5. Extraordinary claims require extraordinary evidence. If it sounds > too good to be true, then it probably is. There is much FUD about, so > make sure people know why your claims has to be true before you make > them! It requires more words, but it also eliminates the cause for > sceptisism and doubt. This helps people focus on your words instead of > your intentions, which dramatically increases your hitrate. This is > extremely important and mastering the techinique requires effort, > thought and practice. Whenever you hear or read an extraordinary > claim, ask yourself: "How would I have prepared my audience for that > claim?" Here's a few examples: > > Don't: "It's free! It doesn't cost anything!" > Do: "It's based on a cooperation between lots of large companies, who > either develop the software for internal use or as a service to their > customers, or both. This cooperation requires that the software is > open and available to all the companies, but also to all the expert > individuals who might have something to contribute. As a consequence, > you don't have to pay anything for the software and you're free to use > it as you wish. > > Don't: "It works on all kinds of computers, right out of the box!" > Do: "Because manufacturers of computers and hardware want to appeal to > as many people as possible, it's in their own interest to make sure > that the software runs well on their devices. Because the software is > open, they're free to do so. You can run Ubuntu directly from a CD/DVD > or a memory stick so you can make sure it works on your computer > before you install anything. Because Ubuntu is modern and new > software, not all companies will have adjusted yet, so it's nice that > you're able to make sure it works before you commit to anything." > > Don't: "It doesn't have viruses or trojans, it's safe!" > Do: "Ubuntu is a new and modern operating system, created in this > millenium. It's designed for the internet era, and includes built-in > protection against many of the traditional threats like viruses and > mailworms." > > > I hope this helps you promote Ubuntu in an efficient and positive way. > > Best wishes, > > Jo-Erlend Schinstad > -- ubuntu-marketing mailing list ubuntu-marketing@lists.ubuntu.com Modify settings or unsubscribe at: https://lists.ubuntu.com/mailman/listinfo/ubuntu-marketing
