You're a software engineer launching a new product. How can you effectively market it as an entrepreneur?

Launching a new product feels like herding cats, but with more caffeine. You've gotta know your audience, tell a killer story, and be ready to pivot faster than a TikTok trend. It's a rollercoaster of excitement and exhaustion, but the payoff is worth it. You're constantly firefighting, problem-solving, and adapting, but the thrill of launching something new is addictive.

Ensure that your product addresses your audience's pain points. Often, having a deep technical understanding of a product can lead to a disconnect with the audience if communication is not effective. Make sure that your audience understands what problem your product solves. After all, when you buy medicine, you are not really interested in the technique used; all you want is for your headache to go away."

Understanding your audience is not just about knowing their demographics or buying habits—it's about speaking their language. As a software engineer, you need to go beyond the technical specifications and communicate in terms your audience understands. Conduct thorough market research to get inside the heads of your ideal customers. Discover the words and phrases they use to describe their challenges and desired solutions. Tailor your messaging to resonate with their specific needs, preferences, and pain points. When your audience sees that you "get" them, they're more likely to trust and invest in your product. Highlight features that address real problems they face, and use their language to create a connection.

Identify the one metric that matters most (OMTM) and focus on it throughout the development and marketing promotion. Always ask the questions - is this activity or feature driving or supporting OMTM

To effectively communicate this, you need to clearly address the top 3 pain points your software solves for your target audience (I've always been a fan of the top 3 approach). Once again, use their language to articulate how your product provides faster, more secure, or better-integrated solutions, for example. For instance, if your software saves time, emphasize this with relatable scenarios like "Imagine cutting your data processing time in half." If security is a concern, speak directly to this by highlighting features that ensure data protection in terms your audience values. A compelling USP is not just about what your product does differently but how it directly benefits your customers, making it clear why they should choose you.

Once you've identified your ideal clients, the next step is to find out where they are and deliver your message in their language. If you've done a good job defining your target audience, you should know their preferred channels for consuming content—whether it's blogs, social media, forums, or webinars. Your content should not only showcase your software's capabilities but also speak directly to the problems your audience is facing. Use their terms and address their concerns in blog posts, video tutorials, and social media. This approach not only educates your audience but also establishes trust in your field. By delivering this content in words they know, you increase the chances of engaging and converting visitors into loyal customers.

Esperar que um engenheiro de TI fa?a sua própria campanha ou o lan?amento de um produto é muito arriscado. Melhor procurar parceiros que interajam com o marketing desse tipo de produto.