Closing The SaleClosing The Sale(When it seems hopeless)(When it seems hopeless)

Chris ThorntonThornsoft Development, Inc.

chris@thornsoft.comwww.thornsoft.com/sic.htm

The Ideal CustomerThe Ideal Customer

Low marketing costsLow marketing costs Low support costs / computer savvy.Low support costs / computer savvy. Likes your program! Likes your program! Has money to spend.Has money to spend. Very rare!Very rare!

““Hopeless” Crack UsersHopeless” Crack Users

Low marketing costsLow marketing costs• Usually ZERO!Usually ZERO!

Low support costsLow support costs• They’re usually pretty sharp, self-sufficient.They’re usually pretty sharp, self-sufficient.

Likes your program!Likes your program!• Already demonstrated willingness to break Already demonstrated willingness to break

laws to continue using it.laws to continue using it. Has money to spend.Has money to spend.

• Because they’re ripping everyone else off too!!Because they’re ripping everyone else off too!!

Should we write them off?Should we write them off?

Do record companies stop trying to Do record companies stop trying to sell to college students?sell to college students?• Instead, they are making big deals with Instead, they are making big deals with

universities and online storesuniversities and online stores Microsoft could simply shut down if it Microsoft could simply shut down if it

detects that it’s running in certain detects that it’s running in certain “hopeless” regions.“hopeless” regions.• But instead, they spend $$$ localizing to But instead, they spend $$$ localizing to

those languages, and offers lower-cost those languages, and offers lower-cost versions in some countries.versions in some countries.

Our Numbers (365 days)Our Numbers (365 days)

44682 visits to “naughty pirate” page, 44682 visits to “naughty pirate” page, (17,500 unique IP/Key pairs, 14000 unique (17,500 unique IP/Key pairs, 14000 unique IPs).IPs).

232-240 orders tracked via cookies, as 232-240 orders tracked via cookies, as having visited our “naughty pirate” page.having visited our “naughty pirate” page.

79 coupons (GoSTR8) redeemed in past 6 79 coupons (GoSTR8) redeemed in past 6 months.months.

Conversion Rate: 1.37% - 1.71% Conversion Rate: 1.37% - 1.71% Bottom line: It’s like having an extra Bottom line: It’s like having an extra

month in the year.month in the year.

So, should we write them off?So, should we write them off?

1.5% conversion rate for those 1.5% conversion rate for those caught using my software illegally.caught using my software illegally.

That’s probably 10-100x better than That’s probably 10-100x better than google ads, print ads, etc..google ads, print ads, etc..

Low hanging fruit – grab some!Low hanging fruit – grab some! Coupons – more analysis needed.Coupons – more analysis needed.

Our “Naughty Pirate” PageOur “Naughty Pirate” Page

Items On That Page…Items On That Page…

Resolving the situationResolving the situationIf you want to get rid of this message and keep If you want to get rid of this message and keep

using ClipMate, there's no better way than to using ClipMate, there's no better way than to purchase a key from uspurchase a key from us.  Sure, we get annoyed .  Sure, we get annoyed when people use cracks and hacks - but if you when people use cracks and hacks - but if you purchase a key from us, purchase a key from us, all is forgiven!all is forgiven!  You can   You can get back on track by visiting our get back on track by visiting our order pageorder page and and buying a registration key from our secure server. buying a registration key from our secure server. It'll work better than the ones found on the crack It'll work better than the ones found on the crack sites - we promise! Before entering your new key, sites - we promise! Before entering your new key, you'll need to you'll need to remove the old keyremove the old key - - instructions are hereinstructions are here..

More on that page…More on that page…

Helpful Links:  Helpful Links:  Resolving 411/511/511 Errors (entering a lResolving 411/511/511 Errors (entering a l

egitimate key, after you've been locked ouegitimate key, after you've been locked out).t).

Our Privacy StatementOur Privacy Statement.. Nick Bradbury's Nick Bradbury's

article on Software Piracyarticle on Software Piracy Talk like a pirate!  Free translator.Talk like a pirate!  Free translator. Exodus 20:1-17 (See Commandment Exodus 20:1-17 (See Commandment

#8)#8)

Test it yourselfTest it yourself

http://www.thornsoft.com/412.htm?http://www.thornsoft.com/412.htm?UserName=DaRkAnGeL&Number=juUserName=DaRkAnGeL&Number=just.testing&Version=TESTst.testing&Version=TEST

Don’t worry, I purge “test” entries Don’t worry, I purge “test” entries from my database…from my database…

TipsTips

Newer versions detect forged/stolen Newer versions detect forged/stolen keys – PKV, old certificates, odd keys – PKV, old certificates, odd license sizes, etc.. See 2004 license sizes, etc.. See 2004 protection slide.protection slide.

Use auto-updaterUse auto-updater Treat prospective customer as a Treat prospective customer as a

prospective customer, not as prospective customer, not as scumbag pirate. scumbag pirate.

Use humor, but be professional.Use humor, but be professional.

Tips (Cont.)Tips (Cont.)

Coupons MAY be helpful.Coupons MAY be helpful. Consider other approaches, such as Consider other approaches, such as

guilt? (hungry kids)guilt? (hungry kids) Some regions MAY not be worth the Some regions MAY not be worth the

trouble. My 1.5% rate may be much trouble. My 1.5% rate may be much higher, if you remove certain regions higher, if you remove certain regions from consideration.from consideration.

Further DiscussionFurther Discussion 1.5% of people who would not ever buy my 1.5% of people who would not ever buy my

software, apparently WILL, after using it free for a software, apparently WILL, after using it free for a while. So how can we get more people to use it while. So how can we get more people to use it “free for a while”?“free for a while”?

Release your own cracks?Release your own cracks? Maybe “extended trials” or “corporate versions” Maybe “extended trials” or “corporate versions”

could be leaked onto peer networks like could be leaked onto peer networks like BitTorrent?BitTorrent?

It’s shady ground, as you’re getting someone to It’s shady ground, as you’re getting someone to try your software when they only would do so if try your software when they only would do so if they can get it free. Kind of a bait ‘n’ switch, they can get it free. Kind of a bait ‘n’ switch, enabled by their own moral deficiencies.enabled by their own moral deficiencies.