Some people think marketing your iPhone/iPad app consists of doing a little advertising and a press release. Actually, marketing your app, especially if you want to see steady and consistent sales from the App Store, requires that you do a number of things very well and over a period of time. I call this group of marketing activities creating your app’s “total message,” and it includes every aspect of your marketing effort, from how you name your app and the icons and graphics you display, to your product website and App Store wording. Table 5.1 lists the components of the “Total” app message. Check each category and give yourself a grade that reflects your progress in each area.