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In this chapter, we re going to dig into a subject almost every startup gets wrong the first time around. Some recover, many don t. The subject is how well you present your startup s software to first-time visitors to your site. The goal is to make that case in the right order, with the right parts, so that those prospective customers become actual customers. Describing clearly why someone should give you money for your software is a skill that doesn t come naturally to most developers and startups. It makes us somewhat uncomfortable to do so, probably because we re too close to see the benefits of what we ve created, apart from the flaws. But if you re going to succeed, you need to be able to step back, look with the eyes of your prospective customers at what you re going to be selling, and then know how to present your case. Before we get to two case studies illustrating how to make a case for your software, let s examine a couple of assumptions and a design pattern I and others call the Unique Selling Proposition. First off, I m assuming you ve got no desire to inflate, overplay, or exaggerate what your software does and no interest in bamboozling, conniving, or manipulating though yard-long web pages of screaming headlines, coercive text, pop-ups demanding your visitors e-mail address, gushing testimonials, multiple bonuses, and hidden prices. In other words, you re not interested in the Internet Marketing approach to marketing your software: Make! Money! Now! (see Figure 7-1). If you are, then return this book. You probably wanted MindControlMarketing.com1 (Steel Icarus, 2003) by

@interface FlipIt_AppDelegate : NSObject { IBOutlet NSBox *box; IBOutlet NSTabView *tabView; NSView *leftView; NSView *rightView; NSView *middleView; NSArray *items; NSInteger currentTabIndex; } - (IBAction)next:(id)sender; - (IBAction)previous:(id)sender; @end

printf( "Hello, world!\n" );

Wrapping a chunk of code in a single function is a powerful technique. Suppose you create an extremely complex function, say, 100 lines of code in length. Now, suppose you call this function in five different places in your program. With 100 lines of code, plus the five function calls, you are essentially achieving 500 lines worth of functionality. That s a pretty good return on your investment! Let s watch hello2 in action.

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Mark Joyner or some lesser practitioner of the Dark Arts. Internet Marketing is the evil mutant digital offspring of the first kind of spam direct mail advertising. And though I d like to tell you that approach doesn t work, someone is nonetheless making money from it and those late-night television ads.

Now open MainMenu.xib in Interface Builder, where we ll define our views. Start off by dragging a button from the Library to the bottom of your GUI s empty window. Then duplicate the button, and title the two buttons Previous and Next. Connect the buttons

In Xcode, bring up the console window by selecting Console from the Run menu or by pressing R. Now ask Xcode to compile your source code, link all the object code together, and then run the resulting executable. As you ve already seen, Xcode can do all that with one command. Select Build and Run from Xcode s Build menu or type R. You ll see a window similar to the one shown in Figure 4-8. Gee, this looks just like the output from 2 s test program. Of course, that was the point. Even though we embedded our printf() inside the function SayHello(), hello2 produced the same results.

You see, I m assuming you have an application with some real benefits to the right people and that those people would probably be extremely interested in your web or desktop app if they were properly introduced. The point of this chapter is to help you understand and structure honestly the prospective customer s initial experience with your software your home page and communicate clearly your value to them. With that out of the way, let s take a quick look at something I ve written about elsewhere2 at much greater length: the Unique Selling Proposition pattern.

to the matching action methods in the app delegate, and place the two buttons side by side at the lower center of the window (see Figure 14 5).

Figure 4-8. These are the results of running hello2. Notice that this console output looks just like the result of running 2 s test program. We used a different programming technique to get the same result.

Before we move on to our next program, let s revisit a little terminology we first touched on at the beginning of the chapter. The window that appeared when we ran hello2 is referred to as the console window or just plain console. There are a number of Standard Library functions designed to send text to the console window. The text that appears in the console window is known as output. After you run a program, you re likely to check the output that appears in the console to make sure your program ran correctly.

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