Which is exactly why it is important to develop for a single niche market, rather then try and adapt the technology over all types of websites that happen to have fragmented information. That way your product becomes a household name first and foremost in website of that type, rather than being something that, in essence, can be adapted to any situation, thus able to be created by anybody (as Frank said).Frank wrote: In either case, you risk to have someone develop his own Knexus or 3d web interface instead of simply adopting yours. But you risk this no matter how you proceed, when you tackle an open industry. Any piece of software you come up with, if it generates enough attention someone will try to outdo you. Once you have anybody's attention, it's your job to make them understand adopting your solution would be the quickest and cheapest way to get up to speed and distinguish themselves from their rivals.
Flash was developed to make multimedia websites more fun and accessible, and so they are used where they can make the most impact: films, design houses, etc. But you would not find flash being used on your local government site, becuase despite being fun and in essence easier to use, the target market will not appreciate the format, no matter how much better or worse it is.
And as Frank said, if you really have to approach people with already established websites, go to the client, not the developer. Or, go to the client before they even have a website and tell them the idea. But there is a risk in both cases that the idea will eventually be picked up and used by someone else. Hence why you need to get one market using it extensively first so you can patent the standard.
-Cub. =o)
Cub and Frank,
Thanks for your explanations. Cub's reply makes much more sense to me now. Essentially, he really was describing the problem of "not invented here" resistance. I was surprised to see that coming from Cub, but now I see that he was merely trying to inform me of what I should expect from other developers.
I think your advice is excellent, especially in regard to going to the person in charge instead of to the developer. At least for the cases of re-implementing existing sites.
Developers do, however, buy and use other web-development tools. I don't see that a developer would resist adding Knexus to his toolbox and be able to offer 3D to his customers. But somehow, I have to make developers aware of its existence. How do I do that?
I guess I have to start by creating web sites. But I'm not really a web-developer. I simply created a tool that can be used in web development. I guess that's why I'm kind of stuck and why I wanted to re-implement an existing site.
So here's another proposition for you guys: Any of you who are web developers, keep my software in mind as something you can offer your customers. I can give you whatever support you need to make it work, including customization. Fair enough?
Thanks for your explanations. Cub's reply makes much more sense to me now. Essentially, he really was describing the problem of "not invented here" resistance. I was surprised to see that coming from Cub, but now I see that he was merely trying to inform me of what I should expect from other developers.
I think your advice is excellent, especially in regard to going to the person in charge instead of to the developer. At least for the cases of re-implementing existing sites.
Developers do, however, buy and use other web-development tools. I don't see that a developer would resist adding Knexus to his toolbox and be able to offer 3D to his customers. But somehow, I have to make developers aware of its existence. How do I do that?
I guess I have to start by creating web sites. But I'm not really a web-developer. I simply created a tool that can be used in web development. I guess that's why I'm kind of stuck and why I wanted to re-implement an existing site.
So here's another proposition for you guys: Any of you who are web developers, keep my software in mind as something you can offer your customers. I can give you whatever support you need to make it work, including customization. Fair enough?
Depending on how much of a budget you have at the moment, if you have money to invest in it right now you could hire a web developer to create a great site to promote the software with a demo area and simple shopping cart system. Ask around, get lots of quotes, and see if you can find something within your budget range.
Once you have a top-notch site you can promote purchases should hopefully follow and you can contact those who purchased the software to see if they will allow you to link to their site as an example (free advertising for them so I doubt they will turn it down) or even a testimonial if they feel up to it.
If you can't afford this then you can get a cheap stock template ( http://www.themeforest.net for example ) or more if you want some for the software to hook into as a website demos (some sites also offer free templates for commercial use but gotta be careful with their terms), grab an open source/free shopping cart system ( click ) and voila, you're ready for business!
I checked out your site but the design could be improved upon and I think a better overall website will inspire more trust for people to dish out money.
After you have a sparkling website you can do all the usual stuff other websites do to promote their site. There are avenues that require money like setting up an affiliate program on a network (e.g. Comission Junction, LinkShare, PepperJam etc.) to get marketing savvy individuals to promote the software for you, or PPC advertising etc.
More info:
http://www.doshdosh.com/how-to-advertis ... ng-models/
Or try one of the many free avenues, there are so many resources about free advertising I'd be here forever but here are a few links:
http://freelanceswitch.com/freelancing- ... ance-work/
http://freelanceswitch.com/finding/do-you-advertise/
http://freelanceswitch.com/finding/passive-marketing/
And here is a list of forums that will have more info on marketing strategies if you use their forum search to net the past gems:
http://www.doshdosh.com/26-affiliate-ma ... ey-online/
Regardless of the target market the core methods of getting the word out are usually the same. Your target market are web savvy individuals so they will know an ad when they see one compared to people marketing a gardening website perhaps, but the avenues can still be roughly the same. The good thing is you *know* who your target market is (some companies don't) so you will have an easier time finding their hangouts and other key places.
Best of luck.
Once you have a top-notch site you can promote purchases should hopefully follow and you can contact those who purchased the software to see if they will allow you to link to their site as an example (free advertising for them so I doubt they will turn it down) or even a testimonial if they feel up to it.
If you can't afford this then you can get a cheap stock template ( http://www.themeforest.net for example ) or more if you want some for the software to hook into as a website demos (some sites also offer free templates for commercial use but gotta be careful with their terms), grab an open source/free shopping cart system ( click ) and voila, you're ready for business!
I checked out your site but the design could be improved upon and I think a better overall website will inspire more trust for people to dish out money.
After you have a sparkling website you can do all the usual stuff other websites do to promote their site. There are avenues that require money like setting up an affiliate program on a network (e.g. Comission Junction, LinkShare, PepperJam etc.) to get marketing savvy individuals to promote the software for you, or PPC advertising etc.
More info:
http://www.doshdosh.com/how-to-advertis ... ng-models/
Or try one of the many free avenues, there are so many resources about free advertising I'd be here forever but here are a few links:
http://freelanceswitch.com/freelancing- ... ance-work/
http://freelanceswitch.com/finding/do-you-advertise/
http://freelanceswitch.com/finding/passive-marketing/
And here is a list of forums that will have more info on marketing strategies if you use their forum search to net the past gems:
http://www.doshdosh.com/26-affiliate-ma ... ey-online/
Regardless of the target market the core methods of getting the word out are usually the same. Your target market are web savvy individuals so they will know an ad when they see one compared to people marketing a gardening website perhaps, but the avenues can still be roughly the same. The good thing is you *know* who your target market is (some companies don't) so you will have an easier time finding their hangouts and other key places.
Best of luck.
(Ruri_Ayanami from the old Tex Murphy ezboard).
"I don't believe in intuition, don't know why... just a feeling." - Tex Murphy
"I don't believe in intuition, don't know why... just a feeling." - Tex Murphy
Thanks for your input Sai.
I know I need a better web site than I've got. Especially the "demo" area.
Sadly, even if I have a spectacular web page, it won't help me very much. This is because I have the additional problem of trying to sell something that no one has ever heard of or knows exists. If you ask me what it is, I can't even say without going into a long explanation.
If I were selling a word processor, or accounting software, or a paint program or something that is in people's vocabulary, then people that are looking for a word processors or accounting software or paint programs would find it. But nobody is looking for what I'm offering because no one's ever thought of it before. There isn't even a word for what my program is.
This is a serious problem. It is something that a massive advertising blitz could solve, but that would cost millions and it is not an option. This is why I want to get it integrated into a high-traffic web site somewhere. Then people could become aware of the existence of such a thing.
As it is now, even with a beautiful web site, I wouldn't get much traffic because, like I said, there isn't even a word for what it is - except the name I call it, "Knexus". (A nexus is a center or focus that connects to many other things.) I put the 'K' on the front either as a silent K so that it still says "nexus" or as a hard-K so that it says "connects us". I think that's a good name for what it is, but I'm afraid it'll be a long time before it's a household word.
I know I need a better web site than I've got. Especially the "demo" area.
Sadly, even if I have a spectacular web page, it won't help me very much. This is because I have the additional problem of trying to sell something that no one has ever heard of or knows exists. If you ask me what it is, I can't even say without going into a long explanation.
If I were selling a word processor, or accounting software, or a paint program or something that is in people's vocabulary, then people that are looking for a word processors or accounting software or paint programs would find it. But nobody is looking for what I'm offering because no one's ever thought of it before. There isn't even a word for what my program is.
This is a serious problem. It is something that a massive advertising blitz could solve, but that would cost millions and it is not an option. This is why I want to get it integrated into a high-traffic web site somewhere. Then people could become aware of the existence of such a thing.
As it is now, even with a beautiful web site, I wouldn't get much traffic because, like I said, there isn't even a word for what it is - except the name I call it, "Knexus". (A nexus is a center or focus that connects to many other things.) I put the 'K' on the front either as a silent K so that it still says "nexus" or as a hard-K so that it says "connects us". I think that's a good name for what it is, but I'm afraid it'll be a long time before it's a household word.
I understand where you're coming from. But at least the website is something you know you have control over (marketing of course everyone has trouble with that) and probably get done for cheap (maybe $30 max) relatively simply using the info above. And there isn't much point in advertising the site if you're not confident about it. So best to get the foundations solid first.
You do need to break down your software's benefits into simple key points. I do admit I'm still not sure (outside the virtual library I see on your site) what the software will do for a website. I'm not sure what else you mean by a 3D interface for a website. it makes me think of 3D carousel navigations etc. but other than that I'm not sure. As it is though if you mainly are advertising the 3D library/game environment style then perhaps its not too disimilar from Second Life where you can create your own 3D building in their virtual world and place catalogues/books inside, photos on the walls, a couch to sit on and other features for people wandering the world to chance upon (or people coming from their website to hop into). I worked somewhere that had a little mini-office on Second Life, it would tell them when someone had visited there.
So you could see how Second Life promote the business angle of their 3D interface/environment service. Both offline and online.
I think definining what it is and promoting it is the first steps to take really. Even if a big website used the interface, most of the visitors to the website would have to be web developers for it to reach your target market and you would need to have your link advertised on the site. And most would expect that you remove your links from the software if they pay for it.
For a better way to describe the software:
First outline the features. e.g. 3D environment etc.
Write a list of 5 - 10 ways that your software benefits people/websites in general. Keep each thing to a line each e.g.
- "Increases the interactivity of a website"
- "Encourages visitors to spend more time on the website exploring"
You'll have a bullet point list that a visitor / individual can see then that answers the outright questions of "Why do I need this? How will this benefit me? What will I be getting for my money?" etc.
Then write 5 - 10 things beneficial from a business / profit perspective to quickly answer "How will this improve my business? How will this attract customers? How will I recoup my investment from buying this software?"
When you've broken down the key features and benefits you'll have all these keywords that you can piece together to form a couple of short paragraphs to outline to people. As well as a few great bullet point lists to put on your website for people who just want to skim read.
If you need more help you could always get one of the writers on this messageboard to help you out or hire a freelance writer to do a 500 words or less article.
Lots of businesses start out small with little to no budget. And the way they pave the road is usually 1) take advantage of freelancers or cheap resources for the things they don't feel confident in e.g. website development, writing web content / articles, design etc. 2) 1) Set up a solid website 3) Take advantage of free / cheap avenues for marketing 3) Gain a few clients and build upon / advertise that success 4) Slowly develop a clientbase.
Unfortunately not many can skip all the way to 3 or even 4 without plenty of dosh to pay for top web design / marketing companies to do the legwork. Check out the forums I linked to, they're filled with small businesses trying to make their way / promote their product so hopefully they can help you out with steps 1 - 3. The first thing they will probably say though is to give your anchor point (your website) a facelift before shipping anything out baiting customers.
Also if you're really sold on the idea of getting people to implement your software as advertising then offer a free version where the trade-off is less features and a copyright link to your website. And advertise it on freebie script directory sites / forums /blogs etc.
Anyway I really wish you the best of luck. I know its not easy marketing something to a certain niche, since I'm sort of doing that myself. But for me it isn't my main interest, for you it definitely seems you've invested a lot of thought into the project so I say don't be afraid to go the extra mile on breaking past those first waves that hurtle you back. There is a lot of info out there, the internet is kind of *the* best place for a small business to make a profit as it has so many lifelines for the little guy in the way of resources/info. Good luck!
You do need to break down your software's benefits into simple key points. I do admit I'm still not sure (outside the virtual library I see on your site) what the software will do for a website. I'm not sure what else you mean by a 3D interface for a website. it makes me think of 3D carousel navigations etc. but other than that I'm not sure. As it is though if you mainly are advertising the 3D library/game environment style then perhaps its not too disimilar from Second Life where you can create your own 3D building in their virtual world and place catalogues/books inside, photos on the walls, a couch to sit on and other features for people wandering the world to chance upon (or people coming from their website to hop into). I worked somewhere that had a little mini-office on Second Life, it would tell them when someone had visited there.
So you could see how Second Life promote the business angle of their 3D interface/environment service. Both offline and online.
I think definining what it is and promoting it is the first steps to take really. Even if a big website used the interface, most of the visitors to the website would have to be web developers for it to reach your target market and you would need to have your link advertised on the site. And most would expect that you remove your links from the software if they pay for it.
For a better way to describe the software:
First outline the features. e.g. 3D environment etc.
Write a list of 5 - 10 ways that your software benefits people/websites in general. Keep each thing to a line each e.g.
- "Increases the interactivity of a website"
- "Encourages visitors to spend more time on the website exploring"
You'll have a bullet point list that a visitor / individual can see then that answers the outright questions of "Why do I need this? How will this benefit me? What will I be getting for my money?" etc.
Then write 5 - 10 things beneficial from a business / profit perspective to quickly answer "How will this improve my business? How will this attract customers? How will I recoup my investment from buying this software?"
When you've broken down the key features and benefits you'll have all these keywords that you can piece together to form a couple of short paragraphs to outline to people. As well as a few great bullet point lists to put on your website for people who just want to skim read.
If you need more help you could always get one of the writers on this messageboard to help you out or hire a freelance writer to do a 500 words or less article.
Lots of businesses start out small with little to no budget. And the way they pave the road is usually 1) take advantage of freelancers or cheap resources for the things they don't feel confident in e.g. website development, writing web content / articles, design etc. 2) 1) Set up a solid website 3) Take advantage of free / cheap avenues for marketing 3) Gain a few clients and build upon / advertise that success 4) Slowly develop a clientbase.
Unfortunately not many can skip all the way to 3 or even 4 without plenty of dosh to pay for top web design / marketing companies to do the legwork. Check out the forums I linked to, they're filled with small businesses trying to make their way / promote their product so hopefully they can help you out with steps 1 - 3. The first thing they will probably say though is to give your anchor point (your website) a facelift before shipping anything out baiting customers.
Also if you're really sold on the idea of getting people to implement your software as advertising then offer a free version where the trade-off is less features and a copyright link to your website. And advertise it on freebie script directory sites / forums /blogs etc.
Anyway I really wish you the best of luck. I know its not easy marketing something to a certain niche, since I'm sort of doing that myself. But for me it isn't my main interest, for you it definitely seems you've invested a lot of thought into the project so I say don't be afraid to go the extra mile on breaking past those first waves that hurtle you back. There is a lot of info out there, the internet is kind of *the* best place for a small business to make a profit as it has so many lifelines for the little guy in the way of resources/info. Good luck!
(Ruri_Ayanami from the old Tex Murphy ezboard).
"I don't believe in intuition, don't know why... just a feeling." - Tex Murphy
"I don't believe in intuition, don't know why... just a feeling." - Tex Murphy
Hey Sai,
That's some good solid advice there which I will try to follow.
Meanwhile, understand that the web version of my program is, in fact, a very limited version of my primary program. The 'real' program is actually designed as an individual desktop or local area network application which acts as sort of a 3D desktop.
My interest in applying it to web sites is primarily a means of establishing that such a thing exists while at the same time offering a practical, albeit, limited demonstration. This is kind of necessary since descriptions of what it does are too difficult to understand.
Since you mention that you're not sure what I mean by a 3D interface, it is not like 3D carousel navigation. It is a full-3D environment, exactly like a Tex Murphy environment and from a first-person-perspective, also like Tex Murphy.
Anyway, I like many of your suggestions. Especially that I need to break down the software's benefits into simple key points. Like you say, defining what it is is the first step.
If you don't mind, let me explain another dilemma. Please see next post...
That's some good solid advice there which I will try to follow.
Meanwhile, understand that the web version of my program is, in fact, a very limited version of my primary program. The 'real' program is actually designed as an individual desktop or local area network application which acts as sort of a 3D desktop.
My interest in applying it to web sites is primarily a means of establishing that such a thing exists while at the same time offering a practical, albeit, limited demonstration. This is kind of necessary since descriptions of what it does are too difficult to understand.
Since you mention that you're not sure what I mean by a 3D interface, it is not like 3D carousel navigation. It is a full-3D environment, exactly like a Tex Murphy environment and from a first-person-perspective, also like Tex Murphy.
Anyway, I like many of your suggestions. Especially that I need to break down the software's benefits into simple key points. Like you say, defining what it is is the first step.
If you don't mind, let me explain another dilemma. Please see next post...
Talking this out with someone really helps me get some direction since this is all a very uncharted area for me.
As I mentioned above, my software is much more than a 3D web interface. It is designed to be be more like a 3D desktop on an individual computer or to function as a 'community' library (a nexus point) for several users on a local area network (like a small business or organization.) It can provide organized library-style access to files, programs and resources that are scattered among several computers all over the network or the Internet.
Meanwhile, my program makes it is a trivial process to build a library of web-links. Then with one new tool that I've added, you can convert the web-link library into an applet that will function as a web page. No programming necessary. Just point-and-click.
My initial purpose for creating the applet (web) version was to put a limited but working version of the program on the Internet, so that people could get used to the idea that such a thing exists.
In this model, the web sites that feature my 3D interface provide advertising or exposure. I would build the web library for free. Their original web site would remain in tact. My library would function more or less as a 3D site map. The whole idea was just to get the concept 'out there.' But in this model, web developers aren't my customer. Desktop and LAN users are. Also, I'm asking the site owner to let me put something new and cool on his website that nobody else has and maybe it will even draw people to his/her site because of the 3D cool-factor. Everybody like 3D.
However, since it is so easy to build these 3D web applets with my program, that opens up the possibility of a completely different marketing model. That new (or additional) model is to market the program to web-developers as a web-development tool that they can use to build 3D web interfaces. They could buy the program and use it just like all the other web-development programs they buy and use to build sites.
This would be sort of like the Adobe Acrobat business model. The reader is free, but you have to buy Acrobat if you want to create PDF files for people to view. I wonder how viable this market would be and if that's where I should focus instead of on the desktop/LAN environment? Aren't web developers always looking for new and cool things to add to their toolbox? If so, is this a viable market?
I guess I can try both and see which one flies. But they both require very different approaches. In either case, I need to get some web presence. (1.) I need to improve my own web site and (2.) I still need to get a relatively high-traffic web site to implement my interface.
If I'm going to try to get developers interesting in using this, I probably need to create a separate web site that focuses fully on the web-development angle of all this.
Meanwhile, if I'm going to try to get an existing web site to implement my web-version as a 3D site map, I will definitely take Cub's advice and go to the site owner about it.
Do these two things sound reasonable?
As I mentioned above, my software is much more than a 3D web interface. It is designed to be be more like a 3D desktop on an individual computer or to function as a 'community' library (a nexus point) for several users on a local area network (like a small business or organization.) It can provide organized library-style access to files, programs and resources that are scattered among several computers all over the network or the Internet.
Meanwhile, my program makes it is a trivial process to build a library of web-links. Then with one new tool that I've added, you can convert the web-link library into an applet that will function as a web page. No programming necessary. Just point-and-click.
My initial purpose for creating the applet (web) version was to put a limited but working version of the program on the Internet, so that people could get used to the idea that such a thing exists.
In this model, the web sites that feature my 3D interface provide advertising or exposure. I would build the web library for free. Their original web site would remain in tact. My library would function more or less as a 3D site map. The whole idea was just to get the concept 'out there.' But in this model, web developers aren't my customer. Desktop and LAN users are. Also, I'm asking the site owner to let me put something new and cool on his website that nobody else has and maybe it will even draw people to his/her site because of the 3D cool-factor. Everybody like 3D.
However, since it is so easy to build these 3D web applets with my program, that opens up the possibility of a completely different marketing model. That new (or additional) model is to market the program to web-developers as a web-development tool that they can use to build 3D web interfaces. They could buy the program and use it just like all the other web-development programs they buy and use to build sites.
This would be sort of like the Adobe Acrobat business model. The reader is free, but you have to buy Acrobat if you want to create PDF files for people to view. I wonder how viable this market would be and if that's where I should focus instead of on the desktop/LAN environment? Aren't web developers always looking for new and cool things to add to their toolbox? If so, is this a viable market?
I guess I can try both and see which one flies. But they both require very different approaches. In either case, I need to get some web presence. (1.) I need to improve my own web site and (2.) I still need to get a relatively high-traffic web site to implement my interface.
If I'm going to try to get developers interesting in using this, I probably need to create a separate web site that focuses fully on the web-development angle of all this.
Meanwhile, if I'm going to try to get an existing web site to implement my web-version as a 3D site map, I will definitely take Cub's advice and go to the site owner about it.
Do these two things sound reasonable?
Hi Dr Paul,
Ah OK. The 1-click thing does sound cool You should definitely upsell that part (people like it when their job gets easier!). Maybe make some demo videos of this function in action to put on your next site design. You can use free recording software such as CamStudio, SnagIt, Fraps or the old freeware version of Camtasia (before it was bought out and became Camtasia Studio, which is a cool program but not free unfortunately). And of course there is Youtube (you can now add captions/subtitles using Youtube's interface) or other free video/file hosts. Youtube etc. is also a social network site that can serve as advertising.
If there are any other features you think are really key and the most important (maybe you'll work this out after breaking it all down) but would do better with a visual demonstration then again, do some other short video demo/tutorials that show how easy and effective the feature/function is.
There are also of course other ways to present information in a more visual way. A slideshow, a Flash presentation, images (flowcharts, diagrams, screenshots, pie charts, etc.) and so on.
With regard to your 2 markets:
The desktop market sounds like it might be easier to hook. Like you say its similar to the Adobe Acrobat angle. As it would be something downloadable without the need to implement it this naturally makes your net much wider than the 'web developer' niche. You can put it up on all the usual download directory sites, ask desktop app blogs/sites to review you, post contributive comments on blogs with a link on your profile name, post on desktop app/pc/computing/etc. forums (if they allow you to post ads, if not you just add a link to your signature for exposure and contribute to the forum like other members), create a torrent and send it out on all the different torrent sites, post a mention of it on social networking and social bookmarking sites (digg/stumble/twitter/whatever). Well those are just a few, as said those links I mentioned and the forums will give more marketing tips like that, those are just ideas off the top of my head.
For the web developer market all the above can apply too but of course they will need to implement it etc. so its a slower road than the fly-by download and plug-n-play idea. Speaking as a web designer myself, the usual ways I find out about new tools are:
a) I search Google for it either a general search (which if you get a nice SEO-friendly website template and write plenty of nice keyword rich content on it you may turn up on the results, "Search Engine Optimisation" is another biiig marketing topic) but more often I tag "+forum" on the end e.g. "vector software+forum" or "best vector software+forum". Personally I usually don't want to hear what Google thinks I should use but what other people have actually tried and recommend. Which will come after you get people trying it so long as you have utilised the marketing opportunities out there (some mentioned above) to get the word out. A lot of people will probably search though for "free <some software>" though, but if you offer a free trial you will get people coming through that way potentially. Oh also I may go to Download.com or some other site directly if I already know what I'm looking for.
b) Someone mentions it or reviews it on a forum/site/newsletter/social site I read and so I just sort of stumble across it. Happens less often since I've cut down on the amount of forums I read and don't actively read any newsletters/sites and don't partake on any social network/bookmark sites. But again if you post about the software and any developments regarding it on social sites and get people talking about it by getting the word out this just happens.
c) I stumble upon something / someone else using a service/script that does something I want. Hasn't happened much because if I'm specifically looking for a tool to use I usually find it through other avenues first. But has happened a couple of times.
So in most cases I hear about it from word of mouth or news about it etc. But thats me.
Best of luck.
Ah OK. The 1-click thing does sound cool You should definitely upsell that part (people like it when their job gets easier!). Maybe make some demo videos of this function in action to put on your next site design. You can use free recording software such as CamStudio, SnagIt, Fraps or the old freeware version of Camtasia (before it was bought out and became Camtasia Studio, which is a cool program but not free unfortunately). And of course there is Youtube (you can now add captions/subtitles using Youtube's interface) or other free video/file hosts. Youtube etc. is also a social network site that can serve as advertising.
If there are any other features you think are really key and the most important (maybe you'll work this out after breaking it all down) but would do better with a visual demonstration then again, do some other short video demo/tutorials that show how easy and effective the feature/function is.
There are also of course other ways to present information in a more visual way. A slideshow, a Flash presentation, images (flowcharts, diagrams, screenshots, pie charts, etc.) and so on.
With regard to your 2 markets:
The desktop market sounds like it might be easier to hook. Like you say its similar to the Adobe Acrobat angle. As it would be something downloadable without the need to implement it this naturally makes your net much wider than the 'web developer' niche. You can put it up on all the usual download directory sites, ask desktop app blogs/sites to review you, post contributive comments on blogs with a link on your profile name, post on desktop app/pc/computing/etc. forums (if they allow you to post ads, if not you just add a link to your signature for exposure and contribute to the forum like other members), create a torrent and send it out on all the different torrent sites, post a mention of it on social networking and social bookmarking sites (digg/stumble/twitter/whatever). Well those are just a few, as said those links I mentioned and the forums will give more marketing tips like that, those are just ideas off the top of my head.
For the web developer market all the above can apply too but of course they will need to implement it etc. so its a slower road than the fly-by download and plug-n-play idea. Speaking as a web designer myself, the usual ways I find out about new tools are:
a) I search Google for it either a general search (which if you get a nice SEO-friendly website template and write plenty of nice keyword rich content on it you may turn up on the results, "Search Engine Optimisation" is another biiig marketing topic) but more often I tag "+forum" on the end e.g. "vector software+forum" or "best vector software+forum". Personally I usually don't want to hear what Google thinks I should use but what other people have actually tried and recommend. Which will come after you get people trying it so long as you have utilised the marketing opportunities out there (some mentioned above) to get the word out. A lot of people will probably search though for "free <some software>" though, but if you offer a free trial you will get people coming through that way potentially. Oh also I may go to Download.com or some other site directly if I already know what I'm looking for.
b) Someone mentions it or reviews it on a forum/site/newsletter/social site I read and so I just sort of stumble across it. Happens less often since I've cut down on the amount of forums I read and don't actively read any newsletters/sites and don't partake on any social network/bookmark sites. But again if you post about the software and any developments regarding it on social sites and get people talking about it by getting the word out this just happens.
c) I stumble upon something / someone else using a service/script that does something I want. Hasn't happened much because if I'm specifically looking for a tool to use I usually find it through other avenues first. But has happened a couple of times.
So in most cases I hear about it from word of mouth or news about it etc. But thats me.
Best of luck.
(Ruri_Ayanami from the old Tex Murphy ezboard).
"I don't believe in intuition, don't know why... just a feeling." - Tex Murphy
"I don't believe in intuition, don't know why... just a feeling." - Tex Murphy