I've read many articles Online recently advocating the use of Linux for the non-technical non-geek audience. Reading these articles, and the many responses they get on various social news sites, it has become clear that most, if not all, of these articles are ineffective.
It occurred to me that one of the major barriers to the acceptance of Linux as an alternative operating system is bad marketing. As evidenced by these many articles, there is no lack of enthusiasm in the Linux world. However, it seems that the geek crowd have trouble translating the desire to spread their enthusiasm into effective marketing.
With this in mind, I've created a list of 5 "sins" of Linux marketing, along with some suggestions about what to do instead of the "sin".
1) The sin of Evangelizing.
What does this mean?There is no need to tell people that Linux is great, or that it's the best operating system ever, or that there is no other choice except Linux. This is the biggest "don't" that gets broken by those attempting to write articles about the use of Linux.
Why is this a sin?Because when you evangelize, you're giving people your opinion, and unless you're a celebrity or someone influential, your opinion really doesn't matter -- at least not in the marketing sense.
What should I do instead?Stick to the facts! There are plenty of good reasons to use Linux, so make sure you mention them! When in doubt, do your best to appeal to the logical or practical side of people, rather than the emotional.
2) The use of useless adjectives.
What does that mean?It means, don't describe Linux with adjectives that are not completely factual. Linux may be "beautiful" or "remarkable" to you, but these are very subjective words.
Why is this a sin?Because useless adjectives reek of opinion, and end up being very unconvincing. Once again, it doesn't matter to people what Linux is to you. What really matters is what Linux can do for them.
What should I do instead?Focus on what Linux can do for people. Think up specific cases where Linux can make life easier. People want to know what benefit they can get from Linux, and how it will affect them.
3) The bashing of other operating systems
What does that mean?!Just that -- don't bash other operating systems. It's OK to compare the specific features of one operating system to another. However, many Linux enthusiasts name-calling and "straw-man" attacks to get their point across.
Why is this a sin?There are many reasons this is a sin. First, it is not convincing to people. Most people notice insults when they see them, and they usually tend to respond by defending the operating system being attacked. It makes the Linux community seem like a big bully.
Second, it insults the users of the operating system being bashed especially if the insults make it seem like a foolish choice to use that operating system.
Unfortunately, this does twice the damage because, not only is it unconvincing, but it actually causes people to defend their operating system, even if it may be inferior in some way. Not to mention it makes the Linux community seem like an unfriendly group of antisocial geeks.
What should I do instead?Emphasize the good features of Linux. There are plenty of them. If you feel that you must, you can compare the features of linux to the offerings of other operating systems. A table is a good tool for expressing the differences in a compact and easy form.
4) Telling people they "must" use, or "need to" use Linux.
What does this mean?Exactly what it says: it's when a Linux marketer tells the reader what operating system to use. They use the word "must" or "need" to make it sound urgent.
Why is this a sin?Because people don't like being told what to do. People should be in control of their own operating system. Not to mention, the entire idea behind Linux is having the freedom to choose. Telling someone they "must" use Linux undermines the basic principles of the FSF and GNU, which is the cornerstone of the Open Source movement and most Linux advocates.
What should I do instead?Emphasize that Linux is an ALTERNATIVE and that people have the right to choose. Give them good information about why and how GNU/Linux can be useful to them, and then introduce them to the culture by emphasizing that it's there if they want it. This is the cornerstone of the free software culture, and is one of the reasons that RMS (That's Richard Stallman, the founder of the Free Software Foundation) is such a revered figure. Keep that spirit alive and keep true to the culture by emphasizing the freedom to choose.
5) The sin of the geek (getting too technical).
What does this mean?Remember your audience! Don't get too technical or delve into the mundane aspects of an Operating System's history if you're attempting to appeal to the general public.
Why is this a sin?Because it's the best way to "lose" your non-technical audience. Most people don't care that Linux was created by Linus Torvalds, or that it is based on Unix. What they care about is what features it has, and why they should change. Remember: people don't like change, so you're already fighting an uphill battle.
What should I do instead?Focus on what is important to your audience. Put yourself in their shoes, and try to imagine what would be convincing to you. What features would you want if you used your computer only for the internet or writing the occasional email or document? One of the keys to good writing in general is to always keep your audience in mind.
I hope this has offered some insight into some of the pitfalls of linux marketing. Now go out there and do your stuff!!!
