Sell more software with actionable techniques that actually work
training.kalzumeus.com
training.kalzumeus.com
So, I thought I'd start an email list. Just asking for email addresses seemed kind of boring, though, so I recorded a 45 minute video on improving the first run experience of software. (Something crazy like 40 ~ 60% of users will abandon an application after their first use of it. Track that stat and work on it and it will go down, which will make users happier and improve business results. For the topic treated at length, see the video.)
Feel free to ask questions.
Then, in lieu of responding blindly, I closed the window (because I hate responding when I feel like my answer is going to make me look like an asshole) and went to watch the video.
With that, all I can say is that either we have different definitions of value, or perhaps you're not in his target demographic?
One tip for the next time you're making a video or audio recording: you could improve the sound quality afterwards, or use a different setup in recording. There are some distortions --rumbling, spikes, noise-- that should not be necessary in such a setup, and can be easily filtered away. (Also, although many will not mind, it should not be necessary to use air traffic controller-like headphones/mic in recording such a video :-)
For another example of someone sharing his experience, see Derek Sivers in http://vimeo.com/26818727. No headphones, somewhat better sound, but (I guess) a similar investment in time and material, so within reach of many with a story/knowledge to share.
.. edit: but you need to fix your audio. Your mic is using a noise gate to try to block background noise when you aren't speaking. The effect is like someone turning the mic on and off at the start and end of every word you speak. This makes it very hard to focus on your content. It would be easier to listen to you if:
- you had a single $20 dynamic mic a foot or two away from your mouth (or one of those $50 USB mics marketed for 'podcasting')
- speak louder (as if you were in a meeting)
- minimize background noise in the room.
If your floor is hardwood put a blanket down (or hanging behind the mic) to reduce reverberation and use audacity's parametric EQ to filter everything below 100hz and above ~30000hz (tune to taste).
As it is I got a few minutes in and decided to read the script instead (thanks for including it)
Thanks!
And what if I'm wrong? What--maybe I have to click "spam" a few times? I mean, really--I sign up to a lot more dubious things than this.
Any recommendations on how to do this for desktop software? Especially for the Mac App Store, where I basically get NO info about my users?
Seriously, though: as an empirical prediction of human behavior, you're just wrong with regards to the last sentence. With regards to your desire to just get the video, I politely decline. If you don't want to give me your email address, cool. There's plenty of stuff you could watch on Youtube instead. My understanding is it typically features more kittens and less make-you-money.
Yes, people will give you their email, but they won't like it. That damages your brand (just a little).
EDIT: One technique that'd make this cool is to offer the full video for free, then give the option to sign up for more. Too many people have been burnt by teaser "sign up now for secret material" that turns out to be lame.
I will try to convince you that the preferences you are attributing to "people" are unlikely to be universally accurate in describing "people". You should probably recalibrate your understanding of people's behavior, because when you understand what people actually want you're more capable of delivering things which both you and they will benefit from.
I once thought that people hated getting email. I hated getting email. Except from, well, all the people I didn't hate getting email from. I have substantial evidence from clients and other people I find credible that people not only like getting email but will actually respond in predictable and positive fashions to the right email. I also have a stock of anecdotes which bewildered me when they happened, like people emailing me asking why I didn't send them a November BCC newsletter (Me, mentally: "Don't you know its going to be the October one with gsub applied to it?" Her, literally: "I really really really want to hear about Thanksgiving bingo." Me: "Wait, people pay me money for that all the time, how did I not see that sentence coming.")
There are almost certainly people in the world whose preferences are more similar to you, in that they would not like to get emailed by me. That's cool. They should not give me their email address and instead do something they would prefer. Cat videos or something, whatever.
But don't bait, "force", or use subterfuge to get me to sign up. "first five minutes free!" doesn't do your brand any good.
One caveat I think might apply to using that escape valve: if you're so upset by the idea of trading customer contacts for promised software value that you'd lie about your contact information, you probably won't get much value out of the 45 minutes of your life this video will consume.
Patrick has thus done you a favor by demanding your email address; he's pre-screening you from the video to save you time.
Perhaps this could be A/B tested.
Saying it repeatedly simply because Patrick does not agree with you is less fine. I hope it is a little unwelcome.
You made your point. He made his. He's not going to do it your way. I think you should let it go now.
I was also being sincere in my previous comment. This being how you really feel about Patrick trading email addresses for access to a video, I sincerely think you won't get much value from that particular video.
I would have been glad to sign up even if the landing page had just been a text field to enter my email and a disclaimer saying "Every second email I sent you will be spam intended for Latvian philatelists.", so I think offering a 45 minute video and a transcript is a gracious touch beyond what Patrick needed for his email list MVP.
Patrick, I did find that clicking the confirmation email link and then confirming gave me a page that said at the top "Confirm your email address! You have to click the confirm link in the email[...]". The supplementary "Did that already?" link worked fine; it was just slightly weird to get that message immediately after, you know, clicking the link.