Model Your Marketing on Apple
I’m sure that you have heard about the huge success of the iPad. In fact, it could be argued that the iPad is the most successful launch of all time. Current economic climate considered, this is a jaw dropping achievement. But behind the headlines lie a valuable lesson for start-up entrepreneurs. You see, Apple have perfected marketing. They are to marketing what Chopin is to the piano concerto. The great thing for you is that you can apply the same model to your start-up. There is nothing better than getting off on the right foot.
Be warned, it’s not a quick fix – results overnight model. It surprisingly doesn’t focus on the launch. Instead it’s rooted in what has resurfaced as the fundamentals of marketing in the digital age. In a recent blog post on why Apple has been so successful with the iPad Seth Godin, lays out the core reasons. Here’s a quick summary. It’s worth reading the full post.
He reckons that Apple’s strategy can work better for smaller gigs and more focused markets. I totally agree.
1. Earn a permission asset.
2. Don’t try to please everyone.
3. Make a product worth talking about.
4. Make it easy for people to talk about you.
5. Build a platform for others to play in.
6. Create a culture of wonder.
7. Be willing to fail.
8. Give the tribe a badge.
9. Don’t give up so easy.
10. Don’t worry so much about conventional wisdom.
Surprisingly, not enough start-up entrepreneurs follow this model. Well if you want to join that club, you are free to do so. Go ahead and read that Marketing textbook that was published in the early 90s. The rest of us will be busy applying what is proven to work today.
As always comments welcome and appreciated. Especially those who disagree.
