How to Become a Marketing Superstar:
Unexpected Rules that Ring the Cash Register

by Jeffrey J. Fox
published by Hyperion, 2003

ESC Software Marketing Book Club's October, 2009 selection.

It's easy to be skeptical of little books that promise to turn your life around. But this is a really good book. It's about using common sense and sound business practices to find and keep customers. It's about marketing. And the ideas in this book can help software developers sell more software.

One theme that runs throughout the book is that a marketer's job is to generate revenue. If your current activity is not making the cash register ring, then do something else.

There's a lot of good advice in this book that will help you sell more software. You may not agree with everything, but at least you'll have plenty of topics to think about, and to apply to your software development business.

If you're already a member of the ESC, you'll find the book club discussions in the members' newsgroup. If you've been thinking about joining ESC, then do it now.

I'll leave you with a quote: "Technology does not sell. Marketing sells. The equation for success for technology-based new products is 2 percent technology and 98 percent marketing. Don't depend on fantastic new technology to sell itself. Nothing sells itself."