People buy what other people have.
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
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
ngerprints) Inon what people do and showhow they feel using your stuff.
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
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