Marketing to developers is tough because we are mostly sick of "marketing talk" and can usually think and reason logically (even though we often choose not to :)), which rules out the most common strategies.
Marketing material, be it written or performed should be simple and slick, you might mesmerise a PHB with a presentation littered with animated clipart, but developers are trained to filter out the unnecessary detail and if there's nothing left, that's not going to improve your chances. Although a related Dilbert strip is always a big hit. :)
Another aspect is honesty: be as honest as you possibly can. This is where the aforementioned traits come to your rescue: you can talk about the limitations of your product freely, so long as they don't affect the main functionality severely. We know that no product is bug-free, so if you admit it, you will actually come out with more credibility than if you don't.
But I guess from your question that you're having trouble reaching the target audience and make them listen to you in the first place. That is where social networking mentioned in other answers will help. Development tools aren't bought on the back of TV ads, developers usually spread the word themselves. As you can see from PSE itself, the communities are pretty active. But for this to work, you must have something they can try for free.
Alternatively, you can just target the managers and have them ram it down our throats, which happens all too often. I personally hate it but I won't lie to you: as a marketing strategy it is probably more effective and requires less effort than convincing developers themselves. However, if your product is reallly good, you can benefit from developers actually liking it and willing to help improve it even further.
