Marketing Ideas for Software?

Hi Gang,

I have developed my first software package and I am darn proud of it. I was wondering if there was anyone out there who has had success marketing their software, and if so, could give me a nudge in the right direction.

I am thinking of giving away a bunch of free copies to get the buzz going..I have shown developers the product and all have said the product is fantastic. (content management system), I just need to make more people aware of it.

I just need some business advice on how to get the ball rolling. I am not a pushy person, or a fan of spamming to get the word out, so how else can you do it?!?!

Thanks in Advance