Figure: Base Salary by Software Category, excerpted from the July 31st, 2007 issue of Softletter

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Why do a thousand leading software executives and entrepreneurs read Softletter
the moment it crosses their desks?

Find out for yourself . . .

Dear Colleague:

More than a thousand senior PC software executives—your friends and competitors—read a twice-monthly insider's newsletter called Softletter. Like you, these are busy people whose desks are buried in trade magazines, research reports, and urgent correspondence.

Yet when Softletter arrives, a curious thing happens: These busy managers push the rest of their mail aside. They grab the newsletter and immediately check to see what Softletter says about the business of running a software company.

In a way, this sense of urgency is a bit mysterious. Softletter doesn't publish juicy gossip. Its front page isn't filled with scoops about the latest lawsuits and technology hula-hoops.

In fact, much of what Softletter covers (let's be honest about this) is pretty esoteric stuff: technical articles about financial ratios, new marketing tactics, customer support, price tests, productivity metrics, behind-the-scenes looks at mergers and acquisitions, and the like.

But of course this stuff isn't boring if you happen to run a software company. To a serious software entrepreneur, Softletter's statistics and nitty-gritty details are vital.

Which brings me to the point of this letter.

If you're not currently a Softletter subscriber, we'd like a few moments of your time to tell you what you're missing. And in return, we're going to make you one of those notorious offers you can't refuse:

Sign up for Softletter today and you'll get 24 issues loaded with information you can use to boost revenues, profits, and productivity…for just $399.

 

Plus...you'll receiv a free copy of "The Product Marketing Handbook for Software, the definitive guide to launching and selling your software product, The Software Licensing Handbook, an invaluable guide to software licensing, and In Search of Stupidity: Over 20 Years of High-Tech Marekting Disasters, a guide to some of high-tech's most devastating meltdowns and how your company can avoid repeating grim history.

 

Plus…we'll give you subscriber-only password access to the Softletter Web archives, where you'll find more than a thousand reports, interviews, charts, checklists, and other valuable resources on virtually every aspect of running a software company.

 

Plus...you'll have subscriber-only password access to new material, checklists, templates, and other resources on our newly redesigned website.

 

And, to make this offer even harder to turn down-we'll give you an unconditional, 100% satisfaction guarantee.

Now let's talk about what you can expect from the newsletter itself:

1. Performance benchmarks you can trust
   As a subscriber, you'll get dozens of benchmarking studies every year on financial ratios, executive compensation, online marketing trends, tech support costs, growth rates, employee productivity, and other key business metrics—the data you need to measure and fine-tune virtually every aspect of your operations.
   
   And this is data you can trust. For more than a decade, the industry's best-managed companies have relied on Softletter to help them track virtually every aspect of their operations, from the board room to the shipping department. And because of our reputation for reliability, Softletter statistics regularly show up in business plans, in executive presentations, even in courtroom testimony.
   
   In addition to these major surveys, your Softletter subscription will bring you dozens of shorter statistical reports. How do your Web sales compare to the latest trends? Are you charging enough for shipping & handling? Are you collecting receivables as fast as the competition? We have the answers to questions like these—answers that can help you stay profitable when everyone else's margins are collapsing.
   
   
2. A "manager's toolkit" of practical advice
   Of course, you can't run a company by the numbers alone. So we also bring you expert tips and insights from our network of industry consultants, veteran managers, and strategists. You'll hear about how to improve your Web-based lead generation programs. How to market services more effectively. How to forecast new product sales, shorten tech support hold times, reduce your SKU count, and measure public relations results.
   
   In fact, you might think of these interviews and tips as part of a "manager's toolkit"—a collection of practical ideas you can use to get better results or even shake up your organization.
   
   And because a manager's toolkit should be crammed with lots of resources, we've created an online knowledgebase for the exclusive use of our subscribers. As soon as you place your subscription order, we'll send you a personal password that unlocks more than a thousand Softletter interviews, charts, and reports on the Softletter Web site, carefully summarized and searchable by topic.
   
   
3. A sneak preview of the future
   Softletter is widely respected for its insightful trend analysis. We keep an eye on emerging business models. We explore innovative marketing concepts, technology trends, and pricing movements. We look for unexpected market competition.
   
   Lately, for example, we've paid close attention to the emerging Software-as-a-Service (ASP model), the rise of Open Source technology, the impact of Sarbanes-Oxley on revenue recognition practices, and remote conferencing and demonstrations. We've collected definitive data on electronic distribution, OEM trends and best practices, aligning marketing and sales, and the use of "Agile" programming methodologies in your R&D. And we're constantly tracking the latest trends in venture finance and company valuations.
   
   Softletter doesn't just write about hypothetical "big picture" trends, either. We go behind the scenes to interview key innovators about real costs, tangible results, and pitfalls. So you can make an informed judgment about how new trends will impact your future.
   
   
4. Help with problems you can't always share
   Often, running a company can be a remarkably lonely job. You probably don't have many people around who can advise you about such sensitive issues as personal leadership style, turnaround tactics, or negotiations with your outside investors.
   
   But Softletter does discuss these issues—often, through the eyes of the entrepreneurs themselves. We talk about success and burnout. About making tough decisions. About handling the tough tradeoffs and politics that prevail in every organization. And our new Softletter online forums allow you to communicate your experiences and ask questions of your peers in secure and quiet environment.
   
   And we don't allow our experts to say "it depends" when we ask about important legal or human resources questions. We identify action points, risks, and costs in a concise, hard-nosed way you'll find refreshing (if not amazing).

That's just a quick overview of what your Softletter subscription will bring you twice a month, 24 issues a year. Research, expert advice, market intelligence, management insights—whatever you're looking for, chances are you'll find it somewhere in the pages of Softletter.

Our Guarantee

If Softletter sounds like the kind of newsletter you should be reading regularly, why miss out? Simply visit the Softletter store and order your subscription . We'll immediately send you your first issue, your three free bonuses, and your Web site password. After you receive your first issue of Softletter, if you're not happy with your subscription, return the issue within a week and we'll give you a full refund on your subscription and you can keep the three free bonuses.

Join more than a thousand software entrepreneurs who rely on Softletter for the information they need to succeed in one of the world's most challenging and dynamic businesses.

Sincerely,

Merrill R. (Rick) Chapman
Managing Editor & publisher

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