Transcript:
Hey guys justin bryant here from self-made success.com in this video I’m gonna show you can business marketing strategies that made apple worth billions of dollars and a publicly traded company they’ve dominated the tech industry for decades now and they’ve created their own industries their own categories of products and I’m going to show you the driving force the driving marketing strategies that created this success so the first thing that you have to outline when it comes to their success for Apple is their simplicity simplicity is almost apples religion they practice it in everything it has an impact in every area of Apple so there’s an article called here’s the simple secret to apples marketing success and it’s on forbes.com it’s a great article about how simplicity and streamlining products and services makes people more likely to buy and how Apple applied this ok so as a side note I’m gonna have all the links all the show notes all of that stuff related content all in one page on self-made success.com you can find that link in the video description so you don’t need to memorize these websites and these articles and the stuff that I mentioned in this video so you can go find that after the video is over to make it easier on yourself so it also starts with this quote called perfection is achieved not when there is nothing more to add but when there is nothing left to take away you may have heard the other quote called simplicity is the ultimate sophistication it’s actually true so if you look at this chart that came from a few studies by CEB 86% of people are more likely to purchase a product or service when it is simplified or more simple than the competition 115 percent are more likely to be recommended so they’re more likely to recommend a product by far if it’s simpler more streamlined and just easier to use so it’s also easier to understand when you keep all that in mind iPhones max iPads everything is very streamlined it’s very simple and it’s very elegant in its own way because of how simple it is if you even look at their advertising remember these commercials where they had the PC guy and the Mac guy there’s nothing else in this screen except two guys who represent the two main competitors in the computer industry and they have an actor Justin while I’m talking about how Mac is superior in every way pretty much to a PC that is the entire ad there’s nothing else in there all your focus is on these two guys comparing so even their billboards you look at their billboards there’s a lot of examples of how simple their billboards are it usually contains three things a picture of the product or representation of it the Apple symbol so you know exactly who’s made it who is from what to expect and the name of it so that you can look it up and buy it that’s very simple and it works look at all their billboards when you’re driving and you find one by Apple it’ll probably look something like these another thing look at their products they’re Apple TV it looks a lot simpler and more streamlined than a normal one look at their iPhone it’s a screen and a couple buttons that’s it look at their iPad it’s a screen and a couple buttons it’s very simple yet elegant in its own way and it’s very modern looking it looks futuristic so they apply simplicity to literally everything in Apple it’s even easy to use if you look at their operating system and you look at the reviews on these phone carrier websites like AT&T and for they tend to outperform the competition in terms of usability and ease of use if you want to read more about this and how they apply simplicity and get more of an in-depth look at that there’s a great book that I have to recommend to you called insanely simple the obsession that drives Apple success it’s an incredibly popular book very well done and Ken’s ago the write the writer of this book actually what he actually worked for Apple in the ad department so he knows what he’s talking about because he’s been on the inside so I definitely recommend that book if you want to read more about how simplicity drove every part of the Apple company and how you might be able to apply it yourself number two they had a unique value proposition that was really tough to beat this led to a lot less pricing wars and things like that so if you look at say Android devices the main competitor to iPhones there’s a lot of different Android devices they’re all trying to beat each other in price they all use pretty much the same operating system and it’s just extremely complicated if you look at I phone all iPhones use the same operating system no other company can use the Apple operating system Apple works with Apple and it keeps everything simple that way everything else is just kind of a mess but Apple is very simple and it’s very straightforward and it’s a premium product so a few examples of this if you look at the MacBook it’s very obvious why they are priced high and why you should pay the price if you look at neo Patel’s article here you can see some of the things that it has that others don’t you can see the combination of the benefits and the features that you can find in a MacBook and the programs you can use and the unique operating system that you can’t find anywhere else because Apple makes it and doesn’t allow any other companies to use it so they can justify their price if you like the Apple operating system and the programs that work with Apple the only way to get those things is with Apple you can’t buy a Samsung phone or a HP laptop and use Apple stuff on them it’s just Apple working with Apple so that’s one way that they justify their price and their premium price if you look at this interview with Segal he like I said worked for Apple and he knows all about how they work and I’ll have a link to this but he talks about in his book that Steve Jobs when he was in charge would have never allowed for lower priced products because he believed Apple should be premium only and that was their brand that was her brand simplicity and premium that is what they believed in and that is why they have premium prices and that’s why they get away with it that’s why people will pay more for Apple products because they’ve branded themselves as premium simple and unique in many ways another thing when they launch the iPod you remember you may remember how everybody had CD players and stuff like that they had 1,000 songs in your pocket that was their phrase that was what they used to sell it and that’s why it was so successful because no other product could do that 1,000 songs in your pocket nothing else needed to be set he could have just dropped the mic and left the stage as soon as he said that so what is your new neat value proposition how can you apply that to other things how can you explain the benefits and the uniqueness of your product or service and one sentence like the iPods 1000 songs in your okay number three speaking the audience’s language so this is a very key strategy when you’re marketing anything and Apple really mastered it they talked about things and the audience’s language instead of talking about gigabytes and gigahertz and megabytes and all this technical stuff that only a very small part of the population would even understand they talked about how beautiful the screen was the Retina display the edge-to-edge glass a few different comparisons here for the iPod they would say instead of a music player and storage device they’d be like it lets you store hours of music in your pocket or 1,000 songs in your pocket so people can relate to that they can visualize themselves using that for the iMac they would have instead of just a computer it would be like a computing experience that’s exciting and pleasurable for the iPhone the power of an Apple computer in your phone instead of you’re saying oh it’s a smart phone well saying it’s a smart phone doesn’t mean anything to people saying gigabytes and things like that doesn’t mean anything to most people what does it do for them that is the language people speak and that is what you need to do in your marketing so keep that in mind number four brand your product names so an a very unique marketing strategy that Apple used was their product names so they would patent their signature couple of phrases that went into the names of almost all their products so instead of coming up with some kind of catchy name for every single thing like they do with say car models and stuff like that they just did okay this is a phone it’s the iPhone our operating system iOS our tablet iPad for their computers they would use alright this is our computer this is based on our computers MacBook Air MacBook Pro MacBook iMac Mac Pro Mac Mini so they would use Mac or the lower case I at the beginning of almost all their product names so that you know instantly that Apple made it so that they differentiated themselves from all their competition by having unique names that go along kind of a product line instead of just each individual thing as a different name and it really separated themselves and allowed them to create their own real category of products their own line of products that could not be mistaken for anything else number five they would market through product placement and reviews instead of relying on paid ads so not only would they have celebrities using their products and videos and ads and things like that they got incredible reviews and word-of-mouth from a lot of people one thing they did to create this of course you can look at the reviews on say Best Buy AT&T Verizon all these different places that offer their products but one thing that they would do is they would create products that have never been created before when you have an iPod 1000 songs in your pocket no one’s ever done that before and they made it easy to use they made it a premium product that really delivered that had been tested over and over and over again before it was released that’s another thing they do they test and test and test and test before they release it you very rarely see problems with Apple products you look at say Samsung for instance they had a phone Samsung is very good they’re one of the top competitors of Apple but they had a setback they had a phone that basically was exploding and catching on fire in 2016 and so you never hear about stuff like that happening with Apple so they test and test and test they create products that offer things that have never been offered before they deliver they give you more for your money and that’s why they get such good reviews plus it’s easy to use people don’t get frustrated trying to figure out any Apple products it’s very straightforward very premium and very easy to use so you look at the reviews I’m on Best Buy for instance you can click on pretty much any site but 4.8 out of seven hundred and thirteen reviews that’s pretty good considering it’s a five-star rating you look at a MacBook Air just any random product by Apple you can look up and they’re gonna have pretty much the same thing about 4.8 out of 540 451 reviews they just get great reviews people do a lot of buying decisions based on reviews these days and word-of-mouth of course the two most powerful ways of marketing are what other people like you are saying about it and they dominate in that area of marketing so you want to always get as good of word-of-mouth and reviews as possible because people don’t even hardly listen to ads anymore number six make an experience out of purchasing products so when you go to an Apple store it’s simple it’s they have all their products they’re easy to try out you can use them before you buy them and many times they make it easy for people to buy because they fall in love with it after using it so if you don’t know somebody that has one already and you haven’t tried it out you can go straight to the Apple store try it out use it in a lot of different test programs and things like that they have people walking around that will answer all your questions and they don’t try to hide anything it’s very they have a lot of confidence in the quality of their product so it’s all about making a great purchasing experience before they get it and after they get it you get the nice box you get all the included things with it the chargeable cords that you can plug into the wall or plug into your computer you get some nice headphones they even have a mic on it and things like that instructions everything looks nice you have a nice case for the phone and everything’s easy everything is easy to set up so you can start using it right away and not worry about how complicated it is or dreading the setup of your iPhone everything is easy its predictable you know what’s gonna happen when you get an iPhone and people love that so create a predictable positive experience from purchasing products and people will actually look forward to getting the next product instead of dreading having to update and things like that number 7 focus on appealing to emotions so buffer did one of the probably greatest post ever on the science of emotion and marketing so they really master emotions I talked earlier about speaking in your audience’s language this takes it a step farther in the science behind emotion you want to appeal to people’s emotion because people don’t make logical decisions they make emotional decisions they think about how happy they’re gonna be when they get a new phone they think about how fun it’s gonna be to play the new Angry Birds game on their bigger phone screen and things like that or their new higher-end Retina display things like that or what people’s people to do things take action make decisions people don’t people aren’t like robots they don’t just do things logically it’s all about the emotions so I definitely recommend you read this entire post it’s one of the most in-depth ones you’ll find on the science of emotion and how it drives buying products and Apple has mastered this they know all about how to appeal to people’s emotions by not worrying about features and technical stuff and their products they worry about what it does for people how it’s going to change their lives and making that the focus of their advertising and market marketing efforts so always appeal to their emotions number eight you want to create a community of hardcore fans so when it comes to Apple they have some of the most hardcore and loyal fans you will ever find you read articles about why they’re so loyal to Apple there’s a great post here on cio.com called why are customers loyal to Apple and the iPhone and it really explains in a great way how people become so hooked on iPhones and how the way it works the ease the design just how how it separates itself as an iPhone owner you’re almost like someone who is in a whole nother class than someone who uses just another Android phone or just another PC because it’s its own line and it is mixed with no other companies Apple is Apple everything else is everything else and they’ve created a brand and an ecosystem that just has built at an extremely loyal following by doing this so I recommend reading that to kind of get an explanation that goes more in depth on why people are so loyal to Apple but also I mean you just look at sites like Reddit for instance reddit has an entire subreddit of just nothing but hundreds of thousands of fans of Apple you have sites like this called cult of Mac who pretty much are diehard fans of Mac books and other Apple devices and everything they talk about is how great Apple is and comparing it to Windows and all that stuff so it really creates kind of a cult following and if you can do that you can expect them to always be repeat customers and stick with your brand forever it’s hard for people to convert to Android or PC once they’ve been using Apple because Apple has its own way of working its own simplicity and its own standard of quality that can be hard for people to leave even if there are better products out there technically just the emotional appeal of the ease of use the quality the premium necessar Tinley and apple only works with Apple so you have to almost learn it’s almost like learning a whole nother language when you switch so that’s another thing they do to keep people around number 9 their message consistency so like I’ve said before it’s all about premium and simplicity so they talk about this all the time they talk about how they’re consistent they’re always about premium and simple and it it just makes it easy for you to [Music] always expect the same thing from Apple so let’s go back on some of these things I’ve showed you if you look at all their signs it always has the Apple symbol and it always has a very consistent simple message on all their ads on everything they do all their products are very consistent in their design they’re sweet they’re lightweight they have great displays they have very few buttons very few complications very few add-ons that you need to worry about the pricing is simple the the variations are minimalized so that you don’t have to stress yourself out about which iPhone to get or which MacBook to get they only have a couple of options for each one and it really took him a long time just to get to that point so they’re all about premium like I’ve showed you here earlier he Steve Jobs was always very skeptical about ever offering low priced products because he knew how valuable the premium brand that they established was and you know things like the thousand songs in your pocket and things like that they’re always creating products that revolutionize and create whole new categories of devices that have never been created before people start to expect that once you’ve done that a bunch of time so if you can create pages consistent message like they have with simplicity and the premium products then you can create a cult following and always sell your next product with no problem number ten you can build up hype through mystery so another thing that they’ve done really well with their marketing is create mystery there’s an entrepreneur article talking about some of the different things the Apple does but he talks about one of their best marketing approaches is the build-up of hype that they create through mystery through very specific leaks that they allow to get into the media making people think oh somebody just discovered this or this is an accidental leak we’re getting a sneak peek at the next Apple product and they’re always coming out with new products every year there’s always new weeks happening and he talks about this here in this article but they’re always talking about Apple weeks you just search Apple weeks there’s always going to be some in the last day and it seems like there’s a new week every day in some way or somebody talking about a recent week they do this on purpose it’s not something that is by accident Apple is very strategic about what gets leaked and how to build a bunch of hype because before the new product is released so a gets people excited people are always searching for the latest news on Apple devices even more than any other device so it’s hard not to see how they get so many sales when they build up hype the way Apple does through strategic weeks through the mystery of oh what’s the phone gonna look like what’s what are they gonna offer this year that they didn’t last year how are they gonna deliver when it seems like they’ve hit their peak you know they’re always very strategic about that so always a lot of hype right before the product comes out so if you got something from this video if you feel like you learned about kind of how Apple became so successful and some of the marketing strategies they use that maybe you could apply as well please like and subscribe so I can create more videos like this for you if there are some other effective marketing strategies that you know really contributed to Apple’s success that I didn’t mention or if you want to just let me know what you thought about the video overall let me know in the comments I’d love to hear from you I’m always looking for feedback to improve these videos and make them more valuable to you so whatever you want to say let me know in the comments and if you want to find all the show notes all the related content all the links all the resources all the tutorials and things like that that I mentioned in this video in one place go to the self-made success.com page in the first few sentences of the video description and that will have everything you need to get the most out of this video there so other than that I hope you enjoyed the video and I hope you have a great day
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