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Marketing Apple eBook

Marketing Apple eBook

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Published by Peter Risman
Steve Chazin: "These secrets are super condensed learnings from my nearly decade-long tenure at Apple about how and why people spring to action."
Steve Chazin: "These secrets are super condensed learnings from my nearly decade-long tenure at Apple about how and why people spring to action."

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Published by: Peter Risman on Apr 27, 2009
Copyright:Attribution Non-commercial

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09/08/2009

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Well...
A
PPLE
D
OESN
T
H
AVE
S
OME
special place where their marketing secretsare kept, unless of course you count theircharismatic CEO’s brain. The
ve secrets Ioffer here are careful deductions, empiricalresults and the product of my career as anengineer, sales rep, product manager,marketing executive, parent, son and avidconsumer (although not necessarily in thatorder.) These secrets are super condensedlearnings from my nearly decade-long tenureat Apple about how and why people springto action. Since that time, I’ve uncoveredmany ways that can enable any company totap into people’s innate desire to share theirpassion for products and help create “lift” -the irresistible force of millions of customersselling your product for you. Just as Applehas harnessed this power more than anycompany in history now you can too. Soeven though these really aren’t Apple’ssecrets these just may be even better. Hereare my proven ideas to help you market likeApple and improve your business and yourreputation at the same time. All I ask is thatyou share this eBook with everyone andplease come to MarketingApple.com toshare your thoughts, ideas and comments toimprove on our collective ‘secrets’.
O
F
C
OURSE
T
HE
R
EAL
S
ECRET
is there are more than just
ve secrets. Butyou’ll have to visit my website - or hire me -to learn the rest. Enjoy.
Copyright holder is licensing this eBook under the Creative Commons License, Attribution 3.0http://creativecommons.org/licenses/by/3.0/ Please feel free to post this eBook on your blog, email it, orlinkto it with whomever you believe will benefit from reading it.
 
 
People buy what other people have.
P
RODUCTS
D
ON
T
S
ELL
. P
EOPLE
D
O
.
Look carefully at Apple’s iPodcommercials. You’ll see lots of happy, energetic people dancingin silhouette against a colorfuland ever-changing background.Notice the distinctive whiteheadphones
owing in unison tothe owner’s movements. Whatyou don’t see is a focus on iPod.No close-ups of how you selecta song or adjust the volumelevel. Why would Apple take allthe time to make a great userinterface only to
not 
show it ontelevision? The reason is simple:Apple isn’t selling you an MP3player. They are inviting you toheadphones and you are aexperience the Apple lifestyle member of the club. Think back and to become part of the iPodto the
rst PowerBook - it was acommunity. Use any other MP3unique dark grey color (ithide or eliminateRefrigerator research todesigned by Whirlpool’spatterned afterfeatures don’t create fans. FocusProductiPod and you’llgoodwasplayer and you’ll heara colormusic. Use an
feel 
good. You’ll
t in.
ngerprints) Inon what people do and showhow they feel using your stuff.
S
HOW WHAT
M
ATTERS
.
Those white iPod headphoneswere not designed by engineers -they are a pure Apple marketingtrick designed to make thevisible part of their product astatus symbol. Wear whiteboth cases, the distinctive greyPowerBook case and the morerecent white iPod headphonesare status symbols (and uniquelyApple.) Even the glowing Applelogo was
xed to be right-sideup for others (it’s upside downto you when you open your newMacBook because you are sellingthe brand to others for Apple. )Figure out how to addsomething to your product thatdoes for you what Apple’s whiteheadphones do: give people aneasy way to sell for you
while
making them feel like they arepart of an exclusive club. Moreabout this in Chapter 3.
This eBook courtesy of Steve Chazin, former Apple, Inc. sales and marketing executive. Page 3 Copyright @ 2007MarketingApple.comAll Rights Reserved

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