Normally I start articles by making a little introduction about the topic in hand, explaining what it is and where it comes from but in this particular case, it would be a bit dumb from my part to try to present someone that was the symbol of massive change in the world of technology. “The ones who are crazy enough to think that they can change the world are the ones who do” and if he was right, we could say that he was one of the craziest. Steve Jobs, his glasses and his turtleneck were the image of the future because every announcement made by Apple with his presence catch the attention of the entire world thanks to his innovations and his charismatic way of doing things
There’s a lot to learn about marketing from a man who started one of the biggest companies worldwide from nothing. Well, not from nothing–from his parents’ garage. Some of these lessons I’ve learned from him are:
You sell feelings.
The broader one’s understanding of the human experience, the better design we will have. – Steve Jobs
It’s necessary to understand that your product won’t appeal to people if it is presented as a chart or a slide full of stats, you won’t get the attention you want. It must be an experience, something different that will make an impact in their lives and an experience is exactly what Apple sells. In Apples iPhone X commercial they use energetic music, and use words like “Radically”. Their 68 second advertisement clearly targets the youthful, energetic crowd by emotional appeal.
You don’t need customers, you need fans.
Sports fan follow their teams all the season, through thick and thin, in different cities or even countries and buy all the merchandise year after year – Jobs believed it has to be the same way in marketing in order to be successful. You need to create a brand with its own characteristics to be unique, so people can find something to identify with. Apple has gained tremendous brand loyalty with many people. It’s not unheard of to have their customers buy their brand new product just to have the latest Apple gadget.
“My job is to say when something sucks rather than sugarcoat it”. – Steve Jobs
That is the best damage control strategy for any product: if you, as a producer, are not satisfied with it or if you don’t understand it, you can’t expect that people will like it. Apple’s commercials are extremely clear by going through all of the features that their product has or focusing on the sleek design of their product. Another great example of a company that uses extremely clear and direct practices in their marketing campaigns is the Dollar Shave Club. The no B.S. approach that they took with their first advertisement video was extremely direct, they made sure to explain exactly who they are, what they do and what makes them better than their competitors.
Help people to know what they want.
If you ask your customers what they want, when you have it done, they will want something else, so be smart about it: give them what they want before they want it, got it? Convince your potential clients that your product is that thing they always have needed.
The message needs to be received and the best way to accomplish this is through can incredible presentation: a lot of special effects, lights and sounds, in a huge stage, with cameras from all around the world and, to top it all off, all preceded by an interminable anticipation. Apple focuses on presentation straight from production, to commercials to the un-boxing of their devices.
These are just a few lessons that I took from Steve Jobs and Apple that are very important in any business, but also could apply in our personal lives because in his simplicity is possible to find more than just ideas to start a company–you could find inspiration.
If I knew earlier what I know now, I’d have probably done some things a lot better than I did, but I also would’ve probably done some other things a lot worse. But so what? – Steve Jobs