Identifying Your Apps Unique Value

In this chapter you will learn the criteria and steps required to develop a unique selling proposition, including details on understanding your application's unique qualities, strengths, weaknesses, and competitive selling points. Working through these steps will provide you a messaging platform that you will use through all of your marketing programs.

What is really meant by marketing? To many developers, marketing typically means two things: advertising and selling. However, marketing is really much more. Marketing is the process by which you convert a prospect into a buying customer. In its most basic progression, your potential buyer first learns that you understand his needs and that you have a solution to his problem. This is accomplished through many different means of messaging that will be covered throughout this book. For many non-game apps, the solution to a buyer's problem can be fairly straightforward.

If you sell a calculator app, for example, your solution is geared toward someone who wants a tool to perform calculations of some type. This buyer knows what he wants and goes looking for it on the Android Market or other Android app sites. Your job as a marketer of your app is to make sure your app is among those the buyer reviews.

If a buyer is looking for a tennis game, he is going to search the Android app websites for tennis games (of which there are a number). He will enter "tennis games" or something similar in the search. A list of tennis games will then come up for review. If the buyer has no particular type of game in mind, his decision will be much more spontaneous and your challenge to stand out from all the other games across the Android markets is more complicated. Your goal is to connect with the buyer at some minimal level, enough so that your prospect will read more about your app. This trust leads to a more in-depth review of your app. This whole process can take place in a split second.

Once a prospect trusts you, you can then lead him through the steps to purchasing your app. Depending on the app, you may lead him through these steps rather quickly, or he may spend some time trying to make a decision about several similar apps. Figure 3.1 shows the buying process, which happens very fast for some buyers and slower for others.

Your App Marketing Cycle

• Entertainment

• Directions

Figure 3.1 The buying process includes awareness, connection, trust, and purchase decision. Buyers of any product, including Android apps, go through this decision process, although usually at an accelerated pace.

• Builds confidence

• Sales process occurs

• Relationship established

Your 'conversations' lead to sales

Figure 3.1 The buying process includes awareness, connection, trust, and purchase decision. Buyers of any product, including Android apps, go through this decision process, although usually at an accelerated pace.

To guarantee a successful marketing effort of your app, start by taking a look at the bigger picture and analyzing your Android app as a whole in relation to the following key points:

• Who are your possible customers?

• Who is your competition?

The (crisp and concise) answers to these questions are what help you define your app's unique value to your buying audience. Although you have probably heard this idea before, your unique value has also been defined as identifying your unique competitive advantage. The term "unique selling proposition" or "unique value proposition" is also used frequently. That's general marketing speak for identifying what's really cool about your product or service and conveying that to your audience in a concise, easy-to-understand message.

In the Android app world, you have to identify the unique functionality of your app and communicate that value to your audience. The trick to creating a powerful unique selling proposition is to boil down into in a few words an identifying point that embodies your app's unique value. Your unique selling proposition must answer the question as to why anyone should buy your app over all the other similar apps in the Android Market to choose from. This assumes that your app has unique value, something we'll talk about later in this chapter.

H Note

Having a clear and concise selling proposition will help you differentiate your app from the competition. With so many competing apps on the Android Market, you must do everything you can to maintain an edge against the competition. Your app, plain and simple, must stand out.

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