Understanding what you are selling

Following on from the recent Think Different post, here’s another lesson from Apple. Back in October 2001 Apple first launched the iPod.

It's hard to remember how different the world of computing and portable devices was in 2001. There was no Facebook or Twitter, no apps, no iPhone, no Netflix. The world was a very different place.

Apple could have talked about the five-gigabyte storage capacity or other technical features like all the other manufacturers of music players of the day did. But instead, how did they promote it?

“1,000 songs in your pocket”

Genius! Five gigabytes doesn’t mean a thing to most people. Neither does a bunch of technical jargon, but “1,000 songs in your pocket”, anyone can instantly understand that and the benefits it will offer.

The iPod was by no means the first portable MP3 on the market or even the best. But they were by far the most successful because of their ability to quickly convey the reasons why you should buy.

Sources: The complete history of Apple’s iPod and Allan Dib, author of ‘The 1-page Marketing Plan’

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Jurek Leon is a storyteller, speaker and trainer. Subscribe to Jurek's FREE monthly 'Terrific Tips' e-newsletter at http://www.terrifictrading.com/terrific-newsletter/. Alternatively, email info@terrifictrading.com.