How To Market Like Apple 🍎

Traditional marketing has us promoting our products like this -

“We have a tremendous product,

Here’s all its features and benefits..

It means a lot to us because..

Want to buy?”

This is known as an Outside-In approach.

We typically begin a sales conversation, or a website or an Instagram post with our brand, or our key product or mission at the front of what we’re trying to accomplish.

It’s the same way that when we meet someone, and they ask “Tell me about yourself”

Our go-to answer is our name, where we’re from and what we do for work.

Whether we’re trying to land a job, make a new connection, or get an investor to buy in to our idea..

Its just not a compelling way to stand out.

This is what Apple has perfected over its years.

They start with the inside-out.

They start with WHY.

They’re marketing goes something like this -

“We believe in high quality, high standards, and challenging the status quo..

That’s how we got into computers.

We wanted to make them simplistic, beautifully designed and user friendly.

We make great computers, want to buy one?”

They begin in the center with WHY.

I was at a Networking event the past week, and I overheard many conversations open with “Hey what do you do?”

Only to be answered with the same format I explained above.

Name, where im from, what I do.

I realized something.

The way to make a lasting impression is to start with WHY.

Instead of thinking of titles for your job or occupation, (guilty of this myself..)

From “Freelance Sales”, to “Social Sales Director”, to “Solopreneur in Content Marketing” (WTF does that even mean.)

Think of WHY we do what we do.

And go a couple layers deep into “why”..

If i’m an editor, or videographer.

I can say that.

But why is that?

I may like being creative.

But why?

I may like helping others.

Okay, why?

I may like helping others be seen.

Okay closer, so now I’d need to wrap it in what I can do for them.

Lets try this again-

“Hey nice to meet you, tell me a bit about yourself and what you do!”

“Hey, well I believe in serving those who serve others, so I help the most impactful people get their message heard around the world.”

Boom.

Start with WHY.