As I’m sitting here with my Apple Powerbook, which has my iPhone and iPod plugged into it, drooling over the iPad 2, I have to wonder – is Steve Jobs brainswashing me?
I’ve come to the only logical conclusion… YES.
I would get angry about this kind of thing… normally… but I’m too busy bopping along to the fun background music from the 5-minute long commercial that I’ve watched at least 4 times… today.
I was concerned for Apple awhile back when it was clear that Steve Jobs had become a legend. The market, myself included, was buying based on what Steve Jobs was saying.* So, what happens AFTER Steve Jobs?God/Buddha/Krishna, (or whatever you believe in), forbid!
Enter Michael Tchao and Jony Ive, the design and marketing guys behind Apple who are starting to appear in Apple videos. Nice move, Steve Jobs, nice move… well-spoken, handsome men talking iPad specs, with an accent?! Where is my credit card?
So, accent aside, what’s the Apple secret? Why do we get obsessive about Apple and keep coming back for more? And, most importantly, how can we apply the Apple-factor to our own businesses?
As a slightly neurotic fan** of Apple and a member of the Steve Jobs tribe I’ve done a little digging. Because really, based on my iPhone that has more glitches than a PC running Windows ME, why the hell am I so excited to get my new iPhone 4 and iPad 2? Clearly it’s not JUST about the products. Don’t get me wrong, Apple has done amazing things as far as innovation but their products are glitchy little things. Talk to anyone with an iPhone 3 that installed the irreversible and pretty much fatal update.
So here it is, my 2 cents…
7 Ways to Attract Your Tribe of Obsessive Clients
1. The Launch Process
Build hype and excitement around the release of new products / services like Tiffany did at malls in the 80’s. If you don’t know Tiffany, you’re too young to be reading my blog. 😉
Now, just in case you’re done bopping along to the Apple commercial, bop along to this. Well, unless you’re in public, then don’t… people will judge you.
2. Create an Event
Build an event around the new product or service – online or offline or both! We’re all guilty of this – we create something and get so excited about unleashing it to the masses that we throw it out there all at once and overwhelm the consumer – if they even care. Be PATIENT! Make a plan and stick to it!
3. What it is vs. What it does
If I weren’t such a geek, I wouldn’t care too much about the tech specs – most consumers don’t. Talk about how it’s going to make my life easier and what your product/service are going to do to revolutionize the way I live my life!
4. Insane in the Membrane
Hit them on both sides of the brain. Not literally, please. Right side first. Get them excited and help them imagine what life would be like with your product or service. Then, move on over to the left side and arm them with some rational and logical ammo.
5. Create a Relationship
You want people talking. Give them that space either through a Facebook page, discussion forum, or whatever works for your market. Also, provide them with a way to contact you directly. Gary Vaynerchuk has done this on a mass level and does an awesome job at it. Seriously, e-mail him at gary@vaynermedia.com – I have, many times. I always get a response and now I know his e-mail address without looking it up. I don’t even know my own mother’s e-mail address without looking it up. When you’re questioning what to do here, ask yourself – What would Gary Vee do?
6. Build Your List
Collect the names and emails of people interested in your shit. I don’t care how you do it, I don’t care if they’re not ready to buy yet, and I don’t even care if you don’t believe me. I promise you, they will come in handy at some point… if you’re not capturing names you might as well quit now! On that note, look on to the right side of this page, you may have to scroll up a bit. See that giant red button? Enter your name and email there to join MY list and hit it! Got it? 😉
7. Call to Action
Don’t forget this part. Seems obvious, but you’d be surprised. I can get REALLY excited about your new product/service but if I don’t know how to get my greasy paws on it right away, I will forget. I’m human like that – most consumers are.
* – Don’t argue with me on this point – some of you are still in denial about this – but be honest with yourself! The technology itself is cool, but there are tons of replicas available for a lot less without the Apple symbol that work just as good if not better.
** – not as neurotic as those crazies that wait in line for 8 hours, but neurotic nonetheless.