A story on the Inbound Sales Network highlights what Steve Jobs, the genius of marketing, was paying attention to during Apple’s branding process. Steve Jobs’ experiences shed light on B2B marketing experts.
Steve Jobs, the founder of Apple, a technology brand famous for its unique designs, succumbed to pancreatic cancer and passed away. But he left behind important tips for marketing experts who want their brand to shine with sparkle like himself. How to reach new customers? How to give the right message to customers? How and in what way is it possible to reach them? How to create a good image of the brand in the consumer’s mind? The answers to these questions are hidden in Steve Jobs’ tactics.
Steve Jobs’ philosophy at Apple has always been to achieve success by developing simpler and easier-to-use products and using new technologies and marketing channels.
Apple is among the companies that use Search Engine Optimization (SEO) effectively because of the importance it places on finding potential customers. Many marketing experts think that these methods are unimportant for their products and customers. But they are sorely mistaken.
For marketing professionals who want to take advantage of Steve Jobs’ legacy, we have outlined the key points and tactics to attract customers to the brand.
Customers’ expectations come first!
Known as a marketing genius, Steve Jobs marketed not only products to the consumer, but also the dreams they would embrace. Customers generally prefer products that make life easier and add value. For this reason, Steve Jobs focused not only on the functional features of the products, but also on the benefits they provided to the consumer. Dedicated to Apple, Steve Jobs believed that his products would make the world a better place. Steve Jobs, who eliminated the problems he encountered at Apple with his ability to produce solutions, knew his customers well. Because he knew that understanding the customer was the beginning of everything.
Messages must be clear and simple
When Steve Jobs introduced the MacBook Air in 2008, he prepared a simple and easy-to-remember presentation. The presentation was characterized by memorable visuals rather than text. After the presentation, attendees remembered the MacBook Air for being the world’s thinnest computer. In their book “Conversations That Win the Complex Sale”, Tim Riesterer and Erik Peterson of Corparate Visions, Apple’s corporate communications company, explain that using large visuals to make a complex message more understandable can be very useful. When using these visuals, three steps should be considered;
1) Images should be relevant to customers’ problems,
2) With the visual you show, you should create clarity in the customer’s mind and eliminate question marks.
3) To increase the impact of the image, you should use metaphor to emphasize the message more strongly.
Customers should intuitively buy the product.
Steve Jobs worked with the best engineers for the iPhone. The features of the iPhone were thought out to the finest detail, which is why it appealed to the consumer and won them over. The product was high quality and the design was simple. Apple’s team of designers and engineers took into account every suggestion from consumers. They also used them to strategize for potential customers.
The human mind is much more complex than meets the eye. We perceive more than we comprehend and forget more than we remember. But what we think is lost is stored deep in our minds. Intuition is the ability to make connections with data that does not rise to the level of consciousness. Intuition is being able to follow the emotional traces of past experiences. The brands that discover these traces and ensure that their products are purchased are the ones that have the ability to exist, grow and develop for many years.
“Intuitive reason is a sacred gift and rational reason is a faithful slave. We have created a society that forgets the gift and honors the slave.” – Einstein
