Making A Difference through Godliness and Excellence!

Welcome to Success Tonics Blog.Thanks! For Stopping By

Tuesday, 31 May 2016

MARKETING LESSONS FROM THE LEGEND STEVE JOBS---PART 4

 7) Know your competitor.
The first rule of storytelling is that drama requires conflict. And the first rule of propaganda is that you need to have a bad guy. For Apple the original bad guy was IBM. Then the boogeyman became Microsoft. More recently, Jobs made Google and its Android operating system the villain. In each case, Jobs’ message was the same: The bad guy wants to take over the world and destroy it, and we are the noble underdog that can keep this from happening. (Check out this great clip of Jobs painting IBM as an evil empire that “wants it all,” that will create “an IBM-dominated and controlled future” while Apple is “the only hope” and “the only force that can ensure … freedom.”)
A lot of marketers shy away from this kind of rhetoric. They’re afraid it will rebound and hurt them. They act, very often, like needy children who want very much to be loved by everyone. To be sure, it’s definitely risky to create an enemy, especially if you choose an enemy that’s big and powerful. But Jobs believed that to sell product you had to first lead a movement. If you’re going to have a revolution, you need to have something or someone to rebel against.


8) Turn customers into evangelists.
Possibly the biggest thing Jobs did was turn customers into passionate advocates for the Apple brand. Those people who line up outside Apple stores every time there’s a new iPhone? Even when it’s just an incremental improvement on the last iPhone? They’re not there for the phone. They’ve come to show their support for the team, the way sports fans show up hours before a game wearing the team colors. Apple fans don’t think of themselves as customers. They feel as if they’re part of a movement, a mission, something larger than themselves.
Share:

0 comments:

Follow by Email

Followers

Translate

Library of Alexandria is pleased to offer the Research Methods Library of Alexandria.

Assist researchers in planning and analyzing their research efforts

Translate

Follow by Email

Followers