It’s Not Just What You Say
Developers are a skeptical technical audience. Sure, you can split hairs and say truthful things that are misleading by implication. But you do so at the risk of damaging your campaign and your brand. Learn what it means to have truthful developer advertising through and through.
Use Straightforward Language
According to our developer interviews, many developers like storytelling in advertising. It’s engaging and fun. As long as it is not disruptive, telling a quick, interesting story is welcomed. But make sure it is accurate and easy to understand. The developers you want to attract may not yet be experts and won’t necessarily recognize a product disguised by a lot of jargon.
Don’t Ask For Credit Cards
If it’s a free trial, don’t ask for a credit card if you want a developer’s trust.
Asking for a credit card implies that your brand can’t keep users who started on the free version without sneakily charging them when they’ve forgotten about the time lock. And requiring a credit card for free versions feels like payment, not a free trial. That makes your ad look less than truthful. It doesn’t do much for your brand, either.
Deliver What You Promise
It seems obvious, but sometimes landing pages can be confusing because they differ so much from the message and design of the ad. Keep the language of your ad and your offer consistent. Make sure the design themes are recognizable from ad to landing page. Then, using simple language, describe the offer again. Don’t throw up new barriers to continuing. Ask for the minimum information you need to have the developer continue to receive your offer. Remember — It’s not always privacy that keeps developers from not giving you more information. After three fields, they lose interest in spending more time with your brand.
Developers Will Keep You Honest
There’s nothing like a technical audience to keep you working hard to earn trust. Lead your industry with truthful developer advertising –– in word, deed, and implication. You can learn more about how developers perceive advertising in our “Meet the Developer” series. For more details on how to create successful advertising campaigns in D2D communities, check out our ebook, “D2D Marketing: An Advertising Guide.”