Tuesday, December 24, 2013

Part Two: 10 Lessons From Steve Jobs That Every Marketer Must Learn

In case you missed Part One:  10 Lessons You Can Learn from Steve Jobs That Every Marketer Must Learn, click here. Here are the last 5 lessons you can learn.
  1. Keep secrets and build mystery. Steve Jobs was the master of suspense, as well as surprise. People lined up at Apple events not only because of his rock-star charisma, but in hopes that he might just unveil something extraordinary. Months before a huge product launch, Apple would start leaking information. An initial hint lead to a rumor and then more rumors that contradicted the first rumor. Most of it was misinformation, but it drove people into a frenzy of speculation. Jobs was famous for his "One more thing" gesture he would use during presentations. Toward the end of his presentation, he would say "Oh, one more thing." and then unveil something that blew everyone away. The lesson:  Most marketers rush out to tell everyone as much as they can about their products. Jobs did the exact opposite, he held back information to create excitement.
  2. Find an enemy. One of the first rules of story-telling is that drama requires conflict. The first rule of propaganda is that you need a bad guy. For Apple, the original bad guy was IBM. Eventually, turning into Microsoft. Recently, both Android and Google turned into their enemy.
  3. Turn customers into evangelists.  Apple fans don't think of themselves as customers, they feel as if they're apart of a movement, a mission, something larger than themselves.
  4. Don't talk about products.  The 1984 commercial contains not a single image of the Macintosh they're unveiling. They only mention Macintosh and Apple in the last ten seconds of the advertisement. Take this advertisement for example, there is no picture of a computer whatsoever.

  5. Use pictures, not words. Apple devotes tremendous effort to saying things in as few words as possible. Apple takes pride in their core value of simplicity as well. Jobs realized that images are much more powerful storytellers. Here's an example of Steve Jobs introducing the MacBook Air. Jobs came on stage with a manila envelope and slid the slim laptop out of it. The crowd went absolutely wild. That one simple gesture blew people away AND said more about the product than words could.

    I hope that you've taken away a lot of information from the marketing genius Steve Jobs himself. Click here to continue reading about the lessons that every marketer must learn.