Everything is sales. We don’t have any sales people at 37signals, but everything we are doing is sales.
Sales isn’t so much gimmicky pricing ending in 9′s or copy writing, or ad placement – It is about communicating the value of your product.
I used to sell shoes, and we had reps come in and teach us about shoes. A rep would come in and talk about ethyl vinyl acetate, which is a foam that goes into shoes to help absorb shock. He’d be all pumped about EVA, and this technology, as if it really mattered. When customers come in they look at some shoes. They pick it up and flip it around a bit. Then you ask to try on a pair. People are looking for design, comfort and affordability. Nobody cares about EVA foam.
You have to understand in your product that you need to talk about what matters to the customer, because they don’t care about the tech.