MacDailyNews - Where Mac news comes first

Don't give away ALL the secrets

MDN has previously put me on probation for saying this, but now I am exonerated from the bowels of the Cupertino super-secret, creative war room.

Proven as recently as this very week with the completely successful, blatant minuplation of the world media.

Steven Paul Jobs is the modern day Phineas Taylor Barnum.

All of us are the suckers born every minute. But, isn't it fun!

Traitor.

1. Sell stuff that works as advertised (for at least the expected life-span of the product).
2. Then make it better with upgrades (software/services only) - under promise, over deliver.
3. Don't sell too cheaply. Real people expect to pay real prices.
4. Don't waste money on advertising, spend that money that others do on making better products.
5. Don't preannounce products, sometimes the reality doesn't match up to the plan. Announce products once completed and the finished item has been tested, then the announcement reflects the reality.

Sum it up in two words: be honest.

If you're worried about the risk of companies from The Dark Side (aka Microsoft OEMs and ISVs) learning anything from this, you needn't lose any sleep.

You could draw them a diagram with bright coloured crayons and most of the rest of the PC and Consumer Electronics industry would still not understand how Apple turns concepts into great products and now (finally, after many years) turns those products into profits by enthusing their audience.

The ultimate lesson - which is obvious from the sorry succession of iPod and iTunes Store Killers we've had the pleasure of witnessing - is that none of them understand that the game is about creating a simple, coherent integrated platform of hardware, software and online store, as opposed to the alleged nirvana of multiple choices that barely work when combined.

to quote that great philosopher Conan - "Crush your enemies, see them driven before you, and to hear the lamentation of the women."

@MCCFR

Your first point: Your could even give them a 'paint by numbers' chart and they'd still cock it up! Why haven't Dull, SoKnee etc been able to create well designed and integrated hardware and SOFTWARE?

Your second point: Dead right. It's called changing the game AND draining the swamp (or boiling the ocean). Now that is 'strategic'.

MCCFR,
Very well said. Only a total fool could dispute your reasoning.

Hate to break it to you folks, at best Apple co-invented this type of marketing. It's called event marketing.

For example, I managed the Byte Shop in Seattle Washington and for the Apple IIe introduction we wrapped a box in black felt, wrapped that in chains, put it in a felt lined foot locker made to look like a treasure chest with the lid open. This we put up in full view of the street. We had great big windows in the front of the store Put a sign up that basically said show up on the date of introduction to see what's new. Invited 300 media, business, education, customers and community leaders to the opening. Served wine and orderves (sp) and had a string quartet. Crowds would show up including media, customers, etc.

Sales would take off and people would come in for weeks saying I saw you on the news or read about you in the paper.

We did this for the Apple IIe, Mac and the PCjr. The PCjr was a fiasco because the day of introduction we were supposed to have a unit to show, but IBM delayed shipment to February (I think it was) so we had to call all these people and cancel that morning.

Of course we did not have the impact of Apple today because this was in the early, early days of the business.

If you listen carefully to Mr. Jobs.
In any or all the product events in the past, even right up to the iPhone and his "all things digital 5" interview.

It is clear - he is open and honest. Yes, to a point where he is so much more then other salesmen for sure. He does hold back on somethings, there are sercets unshared. So goes it with all companies.

The best salesmen are honest. No I am not a salesperson.
But I deal with many. Too many.

Hahaha these 5 secrets are common. (( and Gandalf has some good ones too... Yes... )) Yet, Steve Chazin puts what HAS SAID MANY TIMES before in a Apple perspective.
He himself -- Steve Chazin is REACHING here for reconition yet in a honest way... even though it comes rather on the coat tails of much -/+ press that Apple is in. It is time to plug and jump in for himself -- for new Buisness.

Everyone is riding the wave.
Enjoy it while it lasts.

Apple Inc. is the new standard.

The funny thing is that Apple marketing really sucks!

The products are so great they sell despite the marketing...

GOOD • FAST • CHEAP

The first two are obvious, the third is by comparison to quality.

Thanks for the comments and for visiting my site. And thanks to MacDailyNews for running the story. I know Apple didn't invent this kind of marketing. But they've really taken it to a new level - almost an art form. Can you think of any other company that gets this level of publicity? And it's not because the iPod is now a cultural phenomenon. Apple got a disproportionate share of attention even when they were just the Mac company. Part of the MarketingApple approach has always been to embrace customers and fans - like you - and help you tell the story. We're all part of the chorus and I think we feel connected in that way, as long as the song is good. And right now the music is hitting all the right notes. I'm proud to have worked at Apple and proud to show off the logo - and I'd venture to say so are each of you. - Steve

I will reveal their marketing secrets, too:

1. Make cool stuff people like to use.
2. Infuse each product with magic that will seduce its users into the rabid cult of (insert your company name here) evangelicals.
3. Dance around a fire with a coven of witches, hexing competitors to imitate your work very badly.

See it's simple. Where's my book deal?

It's all plain old strategery.

Marketing the Apple way.

1) Sell something to a bunch of gullible frigtards 20 years ago.

2) Keep milking same user base for next 20 years.

Marketing the Microsoft way.

1) Sell stolen crap to a bunch of gullible frigtards 20 years ago.

2) Keep milking same user base for next 20 years.

Marketing the Microsoft way.

1) Sell stolen crap to a bunch of gullible frigtards 20 years ago.

2) Sell to 98% of desktop computer users since then.

If Microsoft Crap is as bad as you say, they are the true marketing geniuses, not some pathetic 2% of the market for the last 20 years computer company.

"98%" Keep making up numbers. It's no doubt the majority but you use numbers without any actual proof. At least mix it up. 90, 94, 95, 97, 99. It makes you sound really smart on the way to school.

It is marketing genius. But it's still crap. Same with Wal-Mart and McDonald's.

Pathetic? You have some serious self-esteem issues, asswipe.