Marketing Your App Part 3 - Wrapping up the Writing
July 6, 2012 by Eric Taubert
Image by Enrique Dans under Creative Commons license.
In, “Marketing Your App Part 1 - The First Line”, we took a detailed look at how the first line of your App Store description can play a major role in making or breaking the successful marketing of your app.
In, “Marketing Your App Part 2 - Stuck in the Middle”, we moved beyond the first line - and took a look at a few of the essentials and best practices you can use to optimize the Persuasive Headlines and Sexy Key Features in your App Store description.
Now - in, “Marketing Your App Part 3 - Wrapping up the Writing”, we will touch upon how to wrap up the process of writing your app description, including notes about all of the other odds and ends we never had the opportunity to discuss in the first two parts of this series.
Keeping it Human
Image by Thomas Quine under Creative Commons license.
If you followed the advice set forth in our first two articles, you should now have a very firm and structured foundation in place for your App Store description. A killer first line (or first few lines) and some very Persuasive Headlines fleshed out with sets of sequential Sexy Key Features.
Take a quick look back over what you already have written. Read it out loud. Does it flow naturally. Is there any redundant word use you can eliminate? Any new ideas about how to jazz up the language with more powerful action verbs or colorful adjectives?
Keep the techno-jargon to minimum. Try to eliminate it wherever possible.
Even though the crowd you run with may commonly discuss things like kernels, scripts, php includes and stacks - most people don’t even know what they are, and seeing those words makes their eyes gloss over and their minds shut down. This is why complex electronics are always hidden beneath simple plastic cases - and why the GUI was invented. As long as the app works, almost nobody cares how the code was written
You want to make sure the description sounds “human” and exciting. Here’s a test: Ask yourself, if I read this to my grandmother, would she understand what I was talking about?
If not, those are the pieces of writing you probably need to alter. Realize, most of your users will have a level of technical knowledge far closer to that of your grandmothers, than it is to yours. Don’t scare them away.
Keeping it Real
What I mean by this, is that you definitely want to make sure you’re representing your app in honest terms. If your app is a paid app - let people know exactly what they get for their money. If your app is free, but there are lots of upgrades which need to be purchased - be sure to draw a clear line between the two.
It’s all about setting the correct expectations in the minds of potential downloaders. If you sell them on downloading the app with a feature they find out they have to pay for after the fact, they will be upset and they may leave a bad review.
Keeping it real decreases your chances of unhappy downloaders and bad reviews. Good reviews will always get you further than dishonestly won downloads.
“The best app I’ve seen so far this year...”
Image by Stefan Duchamp under Creative Commons license.
Do you have any writer, blogger or celebrity friends? Ask them for a quick blurb you can use as a review of your app.
I don’t care who you are, or what you’re selling -- it’s hard-wired into everyone -- people always trust the third party voice, more than yours. So find a credible third party, and ask them to get vocal.
If you can’t find any big wheels willing to put their rep on the line for your new app - at least have one of your friends try it out, and get a quote from them: “The satisfied user”.
Before they commit, many app downloaders want to know that someone else used the app and enjoyed their experience.
Any evidence you can provide showing that other users appreciate your app is good. Include at least one (and up to a few) of these testimonials in your description, to change the pace a little between your sets of Headlines and Features.
If you aren’t able to get anyone to say anything nice about your app - it’s definitely not ready for release yet - and you should probably go back to the drawing board before we continue the rest of this conversation.
Image by leiris202 under Creative Commons license.
Near the end of your App Store description, it’s always a good idea to let users know how they can find you.
That way, if they do have a problem, you may get a chance to solve it for them before they leave a negative review for you.
Include links to your website, Twitter account and Facebook account.
Have you designed and developed other apps? This is the perfect place for some cross promotion. Let readers know how they can learn more about your other apps, too.
In the app world - approachability is a good thing - but just putting links in the description only wins you half the battle. You will actually have to answer questions and complaints as they come in - otherwise the links are useless. So, be ready to put on your best customer service hat!
Multiple Calls to Action
Don’t just assume that people will decide to download your app after reading the description.
Most of the people in this world are waiting to be told what to do - so give them multiple opportunities to respond to your desires by including calls to action.
Mix them up a little. Download now. We’d love to see you download our app today. Download our app immediately - you won’t believe how your life will change!
Don’t overdo it - but do provide enough nudges, in enough different tones, so that you cover most of the potential personality types apt to download your app. Be creative!
Get an Editor
Image by Laineys Repertoire under Creative Commons license.
Be professional. No typos. No grammar errors.
Find someone you trust to proofread what you’ve written and tell you what they like and what they don’t. Ask for advice from a few different people. More eyes always uncover more mistakes - and they often lead to more improvements.
This is the digital era - use the power of the crowd - you don’t have to do it all alone.
And if you want even more help - the crew at Pomegranate is always ready to assist you in the design, development or marketing your app - Contact Us Today - and let us show you what we’re great at!
Written By Eric Taubert - @erictaubert