We need to be better marketers

by Otto on April 16, 2007

Disclosure – I work for iTech Northwest, one of the companies named in this press release from CUNA News Now.

MURRIETA, Calif. (4/5/07)–CUTEK and iTech Northwest have joined forces to create a new membership application that lacks the “bells and whistles,” yet gives credit unions the program they need at a fraction of the cost.

“We created this scaled-down version because of client demand,” said CUTEK President Ron Murray.

The new application has “90% of the functionality of other leading stand-alone membership application products being offered in the market at 50% of the price,” he said.

CUTEK’s application provides data storage, mining, security and reports generator access. Symitar credit unions can enhance the application by plugging in Symitar’s membership application modules because “the basic functionality is already there,” Murray said.

CUTEK is a Murrieta, Calif.-based financial technology and consulting firm for credit unions using Symitar’s Episys core processing system. iTech Northwest is a technology-driven credit union service organization (CUSO) out of Oregon.

Source:  CUNA News Now

This press release came across my desk once and I never really liked the flow of the first paragraph.  Specifically the part that says:  …new membership application that lacks the “bells and whistles,” yet gives credit unions the program they they need at a fraction of the cost.

I’ll be the first to admit, I’m a terrible marketer.  I can tell you what I like, but I could never create it on my own.  For example, I love the way 37 Signals talks about their products and specifically how they talk about building software with “less features”.

37 Signal’s book Getting Real has a chapter called Build Less.  When we were building the account opening application with CUTEK, we were trying to focus on building less.  We wanted the software and the account opening process to be simple.  Here is what that statement is trying to reflect:

So what to do then? The answer is less. Do less than your competitors to beat them. Solve the simple problems and leave the hairy, difficult, nasty problems to everyone else. Instead of oneupping, try one-downing. Instead of outdoing, try underdoing.

Source:  37 Signals, Getting Real, Chapter 2, Building Less

I’m always looking for ways to be a better “marketing guy”.  That’s one of the biggest challenges I face as a developer.  I guess that’s why I read various blogs, but is there anything else I should be doing?

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