
Flagship Product
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Final Release
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This award-winning code library put the power of assembly language at the fingertips of
high-level-language programmers. It sold more than 20,000 units over three years. As the
founder of Base Two Development I designed the initial product, established the initial
marketing direction, oversaw the ad production, wrote ad copy, and did much of the
programming for the first release. Meanwhile I hired, trained, and directed a team of
employees to share and assume these and other responsibilities as the company expanded.Customer Reaction
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| Programmers raved
about Spontaneous Assembly, complimenting its completeness, power, ease-of-use, and
intuitive documentation. Base Two Development offered a no-questions-asked, 30-day
money-back guarantee and unlimited toll-free support. However, support costs were minimal
and the return rate for all sales was less than 0.7%. |

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Innovative Direct Mail CampaignOur customers rarely purchased through retailers, so we carefully tested
different sales approaches and price points. Most effective was a combination of print ads
at a high retail price (to establish product awareness and value) followed by information-rich direct mailers offering a large discount
(to close the sale). I did the design, copy writing, and production of this unique direct
mail piece. Printing cost: 15 cents each. Effectiveness: 1.5% to 4% sales
rate.
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Front |

Address Side |
 
Fold 1 of 5 (Click for More....) |
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| Trade Journal
Advertisements Selling to a technical audience was a
challenge. Ads had to be designed and written by someone who understood programming as
well as sales and marketing. Comfortable in both worlds, I produced the first two ads
below and was responsible for the concept of the third one.
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Original Print Ad
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Second Generation Ad
(Click to Enlarge)
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Optimizing with Spontaneous
Assembly for C/C++
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Product ReviewsThe critics loved Spontaneous
Assembly almost as much as the customers. Here are some typical product reviews:
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"Spontaneous Assembly is a lifesaver....
Run, don't walk, to your nearest software retailer and check this one out."
Computer Language Magazine, April 1991
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"A well-planned, comprehensive set of tools....
If you program in assembly language, you gotta have Spontaneous Assembly."
PC Techniques, Aug/Sept 1990
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"A good choice for enhancing your development
efforts."
PC Magazine, 11/9/93 |
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