Selling Linux

Selling operating systems is tricky. How do you sell something that you can't touch, can't hold, generally gets in the way, and isn't the reason for buying the physical object?

Microsoft sells Windows, but doesn't advertise it. That is, Microsoft offers Windows for sale but its advertisements are generally about other products such as SQL Server or Visual Studio.

Apple sells OSX but like Microsoft, advertises other products like iPods.

Companies such as IBM and Red Hat sell Linux, or more specifically services surrounding Linux.

Geeks "sell" Linux to other computer users, in the sense that they make a sales pitch but they are not getting paid for it.

Here's what's interesting: Geeks use different arguments when selling Linux to fellow geeks and non-geeks.

When convincing a non-geek to switch to Linux, a geek will usually make the following arguments: 1) Linux is reliable and not susceptible to malware; 2) Linux is free (as in zero cost).

When convincing a fellow geek to switch to Linux, a geek may make the above two arguments, but will also make a third argument: "and it's not Microsoft!".

This third argument is different from the previous two, in that it is an emotional argument, not a rational one. Advertising is about emotions, as advertisers learn decades ago. Commercials for cars, beers, fast food, slow food, televisions, and just about everything are based on emotion. The ads tell us about our future life with the product and how happy we will be.

Yet the sales pitch for Linux remains technical and rational. How quaint!

If we want to convince people to try Linux (especially home users), we need to sell to emotions, not technicals. Save the technicals for the geeks -- but throw in the "it's not Microsoft" argument.