What great marketing (and sales) is about
It is not about the product. How you are better compared to anther product. It is about your core values. It is about what your custers feel when they think about you. You sell a feeling.
But I love to revisit Jobs' speech where he introduces the "Think Different" campaign.
The role model for the campaign is Nike's campaign.
Some notes about Nike:
- Nike sells a commodity: Shoes! (How boring!)
- They never talk about why they are better than Reebok, or why their Air sole is so awesome compared to other projects.
- But when you think about Nike you don't think about shoes. You feel something differnt.
- In their ads they honor great athelets. This is what they do.
... and this is then how Jobs introduces this concept to Apple:
Some note on how Jobs used this approach to Apple:
- Apple does not want to sell via comparing their offerings to other offerings using bits and bytes or megahertz.
- The question Jobs was aked by the hired ad agency was: "What does Apple stand for?" Our customers want to know who is Apple and what we stand for. Where do we fit in this world?
- Answer from Jobs: What we are about is NOT about making boxes for people to get their jobs done. Apple at its core is "People with passion can change the world for the better". People that think they are crazy enough to change the world are the ones that actually do
- Therefore Apple created a campaign that honors people that changed the world. => This is the core of the "think differnt campaign".
- Jobs also says "If you see the people in our campaign you know that they would have used an Apple"